Mastering Podcast Production: A Comprehensive Guide for Businesses

Podcast production: how to use this type of marketing in favor of your business?

Who's from the radio era out there? I don't know about you, but I (the person writing this text) remember that in childhood, every day at lunchtime, my grandfather would turn on the radio to hear someone talk about the football news.

Currently, most radio stations play music and have moments of conversation, receiving guests, paintings and the like. Pretty similar to the so-called podcast we're used to nowadays, isn't it?

Podcast production for business in practice

Producing podcasts is a strategic way to bring your brand closer to the audience, using on-demand audio content distributed on platforms such as Spotify, YouTube and aggregators. By turning classes, interviews, behind-the-scenes moments and conversations into recurring episodes, you strengthen authority, build relationships and directly support Inbound Marketing. With low production costs and a high potential for emotional connection with listeners, podcasts allow you to educate, entertain and generate leads along the funnel, accompanying your audience in different moments of their day.

• • Understand what a podcast is and the main formats, including videocasts.

  • See how audio helps reduce screen fatigue and reinforce your brand personality.

  • Discover why podcasts combine accessible costs with strong reach potential.

  • Learn the steps to plan, record, edit and publish podcast episodes.

  • Integrate podcast production into your overall Inbound Marketing strategy.

What you will see in today’s content

• What a podcast and a videocast are, and how this format relates to radio.

• The main reasons to invest in podcasts as a marketing strategy.

• How audio and podcast consumption has grown and what that means for your brand.

• The different types of content you can turn into a podcast in your business.

• Where to publish your podcast and how to make access easier for your audience.

• Advantages in cost, mobility and ad experience in podcasts.

• A step-by-step path to plan, record, edit, publish and promote your podcast.

What is a Podcast?

So, much like radio, podcasts were born around the 2000s and are targeted content and usually on demand for specific topics, which are recorded and can be accessed at any time by the listener on the platforms chosen by the programs.

There is not just one type or one purpose with podcasts, they can be informational, educational, entertainment or any other topic that may exist. When we talk about podcasts, the limit of creativity is almost non-existent.

The only feature that differentiates podcasts from other types of content is that they are always in audio! But there are those who take advantage of recording this audio content to generate video content for YouTube and other social media (and it's that jargon we use nowadays: it's not wrong, right?!).

In recent years, many shows have evolved into so-called videocasts, where episodes are recorded on video and published on YouTube while the audio is distributed to traditional podcast platforms.

According to the ABPod podcast landscape in Brazil report, videocasts already account for around 40% of total production, highlighting the power of combining image and audio.

For brands and educational institutions, this creates opportunities to turn classes, faculty interviews, student testimonials and behind-the-scenes moments into recurring podcast and videocast content. Podcast production then directly supports your inbound marketing strategy, strengthening authority, relationships and lead generation across the funnel.

Image: Podcast recording scene illustrating how this format helps brands connect with their audience in content marketing strategies.

Why is it worth investing in Podcasts?

Using very clear Portuguese, one of the real reasons is because podcasts are very popular! But that's not all, if you still have doubts about the reasons why Podcasts are a good investment, here are some advantages of generating this type of content:

Audio content is on the rise

According to a study conducted by Spotify together with IPG Mediabrands, the pandemic scenario made audio invade people's homes! About 60% of Gen Z listens to more music today than they did before the pandemic.

The same study shows that this increase in the consumption of audio content was due to screen fatigue (television, cell phone, computer). And one of the ways to differentiate yourself from the crowd is with the production of relevant content focused on your target audience, i.e. podcasts.

And what's more interesting, this study revealed that 63% of listeners of podcasts "feel an emotional connection with the hosts of the shows they listen to", unlike television when this connection represents only 38% of viewers.

In Brazil, podcast listening is no longer just a trend; it has become a consolidated habit. The PodPesquisa 2024/2025 from ABPod estimates that there are roughly 31.94 million podcast listeners in the country, with steady growth in both production and audience over recent years. 

Global reports such as DataReportal 2023 show that Brazil leads the world in weekly podcast consumption, with around 42.9% of internet users aged 16 to 64 listening to podcasts every week. This makes podcast production a strategic way to capture attention in an environment dominated by screen fatigue and visual overload.

Content Versatility

As we've already mentioned, there isn't just one type of podcast. That is, once your target audience is defined, the sky's the limit for your creativity.

Podcasts are more of a form of entertainment or education. Your content can be geared towards educational purposes, where you can teach your audience about topics you master. But they can also be entertainment, it can be a talk show, trivia, news and various other topics.

As we have already mentioned, the high degree of connectivity between the announcer and the audience tends to build a relationship with the target audience, where this relationship is one of the main points of Inbound Marketing. Besides this quality content helps reinforce your brand personality.

Read too:

• 4 tips for audiovisual production of digital content

• Responsive website: its importance in the competitive market

• Marketing 5.0: get closer to your potential customers

Ease of access to content

We cannot fail to mention that the podcast is quite democratic when we talk about access to content.

Today, your show can be distributed on platforms such as Spotify, YouTube and YouTube Music, Apple Podcasts, Amazon Music, SoundCloud and many others. Podcast apps like WeCast, Pocket Casts and Overcast also help you expand reach and make it easier for listeners to subscribe.

Google has discontinued Google Play Music and is consolidating its audio and podcast experience within the YouTube ecosystem. It’s a good idea to check the official page on how to distribute podcasts on YouTube and prioritize the platforms that best match your audience’s listening habits.

Many of these apps are free and can be accessed via cell phones, computers and tablets.

Access from anywhere

Many of these same applications that we mentioned above have a great advantage: they allow you to download content to listen offline.

This facility can take you and your show anywhere with your viewers. And you know the importance of being where your audience is, we already talked about that, right?

This access anywhere can also save time, since the viewer can listen in traffic, travelling, even on the road without internet, tidying up the house, or doing anything else. This is because it is audio content and does not require the person to stop what they are doing to watch what they are listening to, since this content format does not ask for this type of attention.

No unexpected advertisements

In addition to being free programs (generally), podcasts work in a different way when it comes to advertising. Since its focus is to bring you closer to the listener, ideally there is not that abrupt battle in the middle of the program to make a publicity city..

When listening to a sponsor in the program, the format is smooth, the sponsor can be informed at the beginning or at the end of the program, and depending on the content to be covered, it can be inserted into the storytelling developed by the team that is producing this content.

Podcasts are low cost to produce

When we compare the amount spent to produce content for television, for example, the cost of a podcast is much lower.

While there are great productions, you don't need all of that to get started. A kit consisting of a microphone with an anti-noise filter and support, headphones, an audio card and a computer or even a cell phone with recording software, lets you get started.

This kit fits in a backpack and you can take it with you wherever you go! That is, no excuses to record your episodes.

How to start a Podcast?

Now that you already know a little better the advantages of starting a podcast, you must be wondering: and how do I start?

Well, we know that the title of this blog is "The magic formula to do well in podcast production", but beforehand we want to tell you that this formula includes planning and work!

It's not really a cake recipe, but they are important steps to achieve success in producing this type of content. So let's go!

Know your audience

You know that step that regardless of the type of content you're going to create, you can't skip? Well, knowing your audience is that step!

This step is what will define all the other steps: which podcast model you will make, type of content, structure of your script, language to be used, guests you may have, etc.

The way you speak says a lot about your brand and it needs to build a relationship with the audience. This is critical these days, especially given how the consumer has changed in recent years. At this stage, you must understand who you are going to talk to!

Know the market

With information on your target audience, it is important to study the market. Who are the people who are already doing what you want to do?

IT'S the good and old competition study. Understand what they are doing, if indeed they are talking to their target audience and how they are doing it. Try to identify the gaps to understand where you can differentiate yourself and get more attention from the public. Perhaps in the format of the program or even in the style of content covered.

We cannot forget that the objective of the podcast is to transform visitors in leads qualified to possibly buy your product or service, so it's important to have this differentiation.

Define the style/format of your program

Knowing the public and the competition, you will already have essential information to define the best format for your program.

In this step, you will define the type of programming (informational, educational, entertainment…), how many times a week it will air, if it will be a one-person podcast or if you will have interviews, or all of these items.

Platforms where you will be

You don't have to be on every platform, but you do need to choose a few to promote your program. So do a study of the platforms where your audience is: maybe they are more on Spotify or not, maybe they are on Deezer.

A good desk research helps you to solve this question.

Define themes and make a calendar

For your program to work, you need organization and consistency (like everything else in the digital world). Knowing the reach and retention potential of podcasts, it's important that you understand that this connection we talk about so much in Content Marketing takes a while to build and that's normal!

Therefore, it is important that you constantly work with content, post once and wait 60 days to post new content, you run the risk of your audience forgetting about you and then you will have to start all over again! It's rework, you know?

Our suggestion here is that you work with the topics of interest, but that you follow a recording and posting schedule. It is important to have this control.

But pay attention to one important thing: quantity is not quality. There is no point in committing to recording, editing and posting 4 videos a week, if this is not feasible for your current structure.

Commit to what's possible, if it's one piece of content per week, it's okay! But commit to that amount. Produce with quality within the time that is feasible for you and that allows you to maintain consistency.

Define a script

How to make a screenplay outcast? 

The script is essential to keep your focus on the central theme of your show. this does not mean that you cannot change something or the other, because it is interesting that the conversation works naturally, but it undoubtedly helps you to have a direction and to comply with what was proposed in the initial theme.

You can put items such as: presentation, explain the theme to be discussed in the episode, transition moments (you can use vignettes in these moments), moments where you can talk about the sponsor (if any), subjects that are essential in that discussion and closing.

Also, if you have doubts about how to end a podcast, a good way is to have a CTA! Maybe direct your audience to a site, subscribe to the YouTube channel or to follow its content on social networks. This will depend on the purpose of your program.

The same thing holds true in podcast intro,as we mentioned, it can be very calm, starting with the presentation of the participants of the episode, with the date it is being recorded or published, also explaining more about the context of the topic that will be discussed (why it was chosen, for example).

Test audio and platforms

It's time to record!

Before starting the official recording, it is important to test the equipment you will use (microphone, headphones, etc.). Ah, here it is also worth mentioning that the recording must take place in a silent place, it does not have to be that super studio, but it is necessary to reduce external interference as much as possible.

It is also important to test recording software, try some like Audacity, Anchor, Adobe Audition or others that are best for you and your needs.

Editing and publishing

Most podcasts are not live shows, so it's important to go through an edit. Not always the first recording will meet the stipulated time of the program, for example.

When editing, you can cut what you deem necessary (maintaining the flow of the conversation), reduce noise and external interference, and also include effects such as music and vignettes.

Ah, but always have a copy of the original backup recording, after all, if there is an error during editing, you don't want to run the risk of having to record everything again, right?

Once edited, just upload the file on the platforms you chose in item 4!

Don't forget to promote your content!

As important as following this whole structure is to disclose. Use your social networks, do the SEO of your text correctly, use keywords to your advantage if you have a website or a YouTube channel and would like to take advantage of that video recording as well.

Whenever you have a new episode, storytell the content and post it on your social networks! Draw people's attention to your content, this is essential to generate an audience.

And then, #Let's start? As you've seen, it's not that difficult to start a podcast and it can make a difference in your communication. Ah, by the way, how about learning a little more about the importance of Audiovisual content in your Inbound Marketing strategy?

If you want to learn even more about this topic, take the opportunity to check out this post on our blog: How Audiovisual Content Works in Inbound Marketing?

Frequently asked questions about podcast production for business

What is a podcast and how does it work?

A podcast is an audio-only content format, on demand, focused on specific topics that are recorded and can be accessed anytime by listeners. It is similar to radio, but with a stronger focus on niches and on the possibility of listening whenever and wherever people want, on platforms such as Spotify, YouTube, Apple Podcasts, Amazon Music, SoundCloud and several aggregators. There are audio-only formats and also videocasts, in which the episode is recorded on video and published on channels like YouTube, while the audio is distributed to traditional podcast platforms.

Why is it worth investing in podcasts as a marketing strategy?

It is worth investing in podcasts because this format is trending, takes advantage of the growth in audio consumption and helps reduce screen fatigue. Studies mentioned in the content show that podcast listeners tend to feel a stronger emotional connection with hosts than TV viewers do with presenters. This sense of closeness reinforces brand personality, supports Inbound Marketing and contributes to strengthening authority, relationships and lead generation along the funnel. In addition, production costs are relatively low when compared to formats such as television.

What kinds of content can I turn into a podcast or videocast in my company?

You can turn almost any theme that makes sense for your target audience into a podcast. Content can be informative, educational or focused on entertainment. Classes, interviews with teachers, student testimonials, behind-the-scenes stories, news, curiosities, conversations with guests and recurring segments are examples mentioned in the text. The important point is that the topic is relevant for the audience you want to reach and that the format helps build relationships, reinforce brand personality and support goals such as educating the audience and generating leads within your Inbound Marketing strategy.

On which platforms can I publish my podcast to reach my audience?

The content highlights that today you can distribute podcasts on platforms such as Spotify, YouTube and YouTube Music, Apple Podcasts, Amazon Music, SoundCloud and several other apps. Aggregators like WeCast, Pocket Casts and Overcast help expand reach and make it easier for people to subscribe to episodes. Google has concentrated its audio and podcast experience within the YouTube ecosystem, which reinforces the importance of considering this channel. You do not need to be present on every platform, but you should choose those that best match your audience’s behavior, based on desk research.

How much does it cost to produce a podcast and what basic equipment do I need?

The cost of producing a podcast is usually much lower than that of creating TV content. To get started, you do not need a big structure: the text suggests a basic kit with a microphone with noise filter and stand, headphones, an audio interface and a computer or even a mobile phone with recording software. This setup fits in a backpack and can be taken anywhere, making it easier to record episodes in different contexts. In other words, you can start with a lean investment and then improve production as the project evolves.

How do I define the format and frequency of my podcast episodes?

To define format and frequency, it is essential to first know your target audience and understand what already exists in the market. From there, you decide whether the show will be informative, educational or entertainment-focused, whether it will feature just one host or interviews, and how many times per week it will be released. The content emphasizes that consistency is key: it makes no sense to publish many episodes in a short time and then stay a long period without posting. It is better to choose a realistic frequency, such as weekly episodes, and stick to that commitment with quality.

How do I create a podcast script that keeps the conversation organized?

The script is presented as essential to keep the episode focused on its main topic without making the conversation rigid. It can include items such as introduction of participants, explanation of the topic, context on why that subject was chosen, transition moments with jingles, specific slots for sponsors, must-cover points and the closing section. The script works as a guide to ensure the content delivers what was promised, while still allowing adjustments and spontaneity during recording. A clear CTA at the end, such as inviting listeners to the website or social channels, is also recommended.

What should I take care of during recording to ensure good audio quality?

To ensure good audio, the text recommends testing all equipment before the official recording, such as microphones and headphones, and choosing a quiet environment, even if it is not a professional studio. It is important to reduce external noise as much as possible. It is also useful to test different recording software options, such as Audacity, Anchor, Adobe Audition or others that best fit your needs. These precautions help avoid issues during the episode, reduce rework and contribute to a better experience both for listeners and for the production team.

How does podcast editing work and why is it important?

Editing is a crucial step because most podcasts are not live. It allows you to cut unnecessary parts, adjust the show’s length, reduce noise and external interference, and add effects such as music and jingles. This helps keep the conversation flowing and improves the listening experience. The content stresses the importance of always keeping a backup copy of the original recording, so you do not risk having to redo everything in case of an editing error. Once the episode is finalized, the edited file is uploaded to the platforms chosen for distribution.

How can I promote my podcast and strengthen my Inbound Marketing strategy?

Promotion is just as important as producing the content itself. The text recommends using social media, working well on SEO for related texts and taking advantage of the audio recording to create video content when it makes sense. Whenever a new episode is released, it is worth building a storytelling around it and posting on social networks, capturing people’s attention. By turning episodes into a recurring part of your communication, the podcast directly supports Inbound Marketing, reinforcing authority, building relationships with the audience and helping generate and nurture leads over time.

To the next!