Content creation as a business marketing strategy is nothing new. Blogging has been a successful strategy for years, and podcasting for businesses is an even better opportunity since the space is less saturated. In fact, as of January 2026, there are only about 4.6 million podcasts worldwide, while there are over 600 million blogs.
So, how do you start a podcast? Tackle it in a four-stage process: Strategy, Production, Branding & Launch, and Promotion.
In this guide, the experts from Forge Apollo’s podcast studio outside Philadelphia will guide you through how to start a podcast.
Stage 1: Strategy
The first step in starting a podcast is to establish a strategy and plan.
Set Goals
Before making a podcast, you need to establish goals.
First, why are you starting this podcast? Some examples of reasons might include establishing thought leadership or increasing brand awareness.
Next, what does success look like for you? Identify key performance indicators (KPIs) to track. Some example KPIs include:
- Downloads
- Plays
- Subscribers
- Unique Listeners
- Social Media Shares
- Reviews
Define Your Audience
Identify the primary audience for your podcast. Content resonates more deeply when you know who you’re speaking to. Knowing your audience can also help when planning your distribution strategy later because you can target the platforms your audience uses most.
Your audience should include demographic information such as age, gender, and location. It should also include interests or information such as job title and industry.
Identify Your Niche
Identify your niche and what your podcast will cover. What unique angle can you take that other podcasts in the industry aren’t taking? Make sure your niche relates to your brand without being overly promotional.
For example, Spirence Wellness is a platform that businesses can subscribe to that provides education on preventive mental health for employees. Their podcast, Prevention Pioneers, interviews guests on health and leadership topics.
Choose a Format
Choose the format for your podcast. This starts with the distinction of audio, video, or both. Having both maximizes your reach across platforms, but may increase the complexity if you plan to produce the podcast yourself. Working with a podcast studio is the easiest way to tackle both formats.
Answer the following questions, as well.
- How often will you launch episodes? Weekly? Monthly?
- Will there be one host or more per episode?
- Will the host stay the same, or will they rotate?
- Will the content take an interview format, structured discussion, or open discussion?
- How long will each episode be?
Choose a Name
Pick a name for your podcast. Try to make it memorable and related to your topic. It’s even better if it’s related to your brand, like “Prevention Pioneers” tying into the “prevention” mission of Spirence Wellness.
When you’re considering names, check to be sure another podcast doesn’t already exist with that name. You should also do a Google search and use an SEO tool to make sure you won’t be competing with anything similarly named for online visibility.
Stage 2: Production
The next stage of podcasting for a business is the most fun: production.
Get Your Gear (or Work With a Studio)
If you plan on producing the podcast yourself, purchase all the necessary equipment and software, such as:
- Microphones & microphone stands
- Headphones
- Recording & editing software
- Cameras
- Lights
Since this is for your brand, be sure to choose high-quality equipment to create a high-quality product. Or choose the more cost-effective option: working with a podcast production studio like Forge Apollo. We already have the podcast equipment you need, as well as the expertise to use it effectively. Rather than paying full price for equipment, simply pay a low rate to produce the number of podcast episodes you want.
Plan Your Set
Plan out and set up your podcast’s backdrop. What decor or setup supports your brand’s messaging? If you work with a podcast studio, they can create a professional design for you.
For example, Forge Apollo created a set for Prevention Pioneers that felt both professional and relaxed, with a green backdrop that reflects one of their brand colors.
Choose Episode Topics
Plan out a few episode topics to get you started. If you’re holding an interview, plan out your questions. Or for open discussions, come prepared with a few discussion points so conversations don’t stall.
When you work with a studio, you can even bulk film a few episodes in the same day to minimize costs and maximize efficiency.
Record & Edit
Record your podcast episodes and edit them into the final product. Working with a podcast production studio will provide the biggest benefit here, as they have the expertise to record and edit with no learning curve.
Stage 3: Branding & Launch
Create Visuals
Create branding and visual elements to use for your podcast. For example, Forge Apollo creates graphics like the one below for Prevention Pioneers to use as episode artwork and thumbnails. Graphics include a logo, fonts, and colors that support Spirence’s branding.
Write Descriptions
Write descriptions for each podcast episode, tailored to each platform. Make sure that the description touches on the guests (if any), major points covered in the episode, and a call to action.
Distribute Across Platforms
When your first podcast episode is ready, publish it across all desired platforms. This can include:
- YouTube
- Apple Podcasts
- Spotify
Try launching a few episodes and receiving feedback on their performance before scaling the podcast.
Stage 4: Promotion
Simply posting a podcast isn’t enough. Your brand also needs to promote the podcast to gain traction.
Repurpose Content into Different Formats
The easiest way to promote a podcast is by repurposing your content for different platforms. Write a blog post related to the topic optimized for SEO and AEO. Create short social media clips, infographics, or graphics featuring podcast quotes.
For example, this graphic uses a quote from a Prevention Pioneers podcast episode.
View this post on Instagram
Collaborating with Guests
If your podcast is going to feature guests, make it easy for them to promote it. Share links and promotional materials with them when their episode is live. When posting on social media, tag them or post as a collaborative post.
For example, Forge Apollo posted this podcast clip as a collaborative post with Heather Mitts Feeley, so it also appeared for her audience.
View this post on Instagram
Consider Cross-Promoting
Consider partnering with other podcasts to appear as guests and cross-promote on each other’s episodes. Be sure to choose a podcast your target audience listens to, as it’s not helpful to attract listeners who aren’t part of that audience.
Start a Podcast Today
Podcasting for businesses is a fantastic marketing opportunity today. When considering how to start a podcast, it’s helpful to break it down into each step as we did in this guide. If you’re ready to start a podcast, Forge Apollo can help. Our podcast studio in Newtown Square, just outside of Philadelphia, is available for filming. Contact us today to explore podcast packages.
