How to start a business podcast: a guide on how to do it yourself or employ others

Podcast
Written By Ayo Abbas
How to start a business podcast: a guide on how to do it yourself or employ others

I launched my podcast The Built Environment Marketing Show in July 2020. And to do it I did a lot of reading around, listening to podcasts and books to understand how to do it. As a marketer, I always enjoy learning new things and finding ways to make my podcast and wider marketing assets better. I do this by following some of the top podcasters and a number of producers to get more tips about how I can make things better and what new tools are coming onto the market, and testing them regularly.

One of the things I get asked a lot is about how to get started with podcasting, so I thought I’d share what I do, some of the thought processes behind it and also some of the podcasts and lives I’ve done/listened to about podcasting.

There is a lot of ‘hot air’ around podcasting as more and more people say that they’re the thing everyone must have. I don’t necessarily agree with this because podcasts tend to be a slow burner as a marketing channel, and it takes time to build an audience. It’s not a quick fix and to be fair is one element in what should be a much wider marketing mix.

What does it actually cost to start a business podcast?

Let's get real about podcast costs. One of the biggest myths I hear is that you need to spend thousands to get started. That's simply not true.

The budget-friendly podcast set up: £0-50

You can literally start for free. Use Spotify for Creators for hosting, record on your phone with GarageBand, and create artwork on Canva's free plan. Add a basic USB mic for £20-30 from Amazon if you want to step up the audio quality.

Total monthly cost: £0-15

This works if you're testing the waters, but expect to spend serious time learning the tech side.

The sweet spot: £100-300

This is where I'd recommend most businesses start. You'll get professional sound without breaking the bank. It’s what I do for mine apart from editing, as I use a professional sound editor as to me that’s the most important part.

  • Hosting: Buzzsprout or similar (£6.65/month)

  • Microphone: Rode NT USB (£136) - I still use mine after five years and also have two Rode NT USB minis

  • Headphones: Decent over-ear pair (£80-100)

  • Recording: Riverside.fm or Descript (£15/month)

Total monthly cost: £30-40 plus one-time setup of £200-300

Going pro: £500+

Once you've found your rhythm, you might want studio-quality production. Think Shure SM7B mics, professional editing services, transcription tools, and maybe video setup.

Total monthly cost: £150+ including outsourced editing

The hidden podcasting costs nobody mentions

Time is the big one. Even with the simplest setup, expect 3-4 hours per episode including prep, recording, and promotion. That's before you factor in guest coordination and social media content creation. I actually say that one podcast episode equates to one long day of time and that includes factoring a professional editor and my virtual assistant doing my clips and tightening up my podcast episode transcripts.

My honest advice? Start with the sweet spot budget. I've heard too many people get paralysed by equipment choices or blow their budget on gear they don't need yet or being in a flash studio. Start simply with a minimum viable podcast, see if you like it and how it lands before you invest too much.

And remember, the content matters way more than your equipment. I've heard podcasts recorded on phones that were more engaging than studio productions.

Audio podcasts or video podcasts

Podcasts are a fantastic medium for storytelling and when done well you can get a loyal engaged following. Pure podcasts are good as no filming is involved, so you can literally focus on the conversation and words.  Video podcasting has seen a significant rise in the past few years, and platforms like Spotify now allow you to upload video directly to them so people can choose to listen or listen and watch.

Choosing your business podcast format

One thing I wish I'd thought about more carefully when starting out was format. It sounds obvious, but the style you choose shapes everything from your prep time to how guests interact with you.

Interview format

This is what I started solely with on The Built Environment Marketing Show, and it's probably the most popular business podcast format. You have a guest on, ask them questions, have a conversation.

The upside? Content creation is easier because your guest brings the expertise, you ask the questions. It's also brilliant for networking - I've built amazing business relationships through podcast interviews, and some podcasters use choosing guests strategically as a form of business development. People tend to be flattered to be asked, and it’s a good way to get to know them.

The downside? You're dependent on other people's schedules, and guest coordination can be a right pain. You’re at the whim of their diaries, and people often cancel on you or push things back. Plus, I found that my guests were getting more enquiries than I was from being on my show, which didn’t feel great with all the work I was putting in.

Solo episodes

Just you, talking directly to your audience. Great for sharing your own expertise, breaking down industry trends, or giving business updates and tips.

I now tend to alternate between interview and solo episodes, and they're actually some of my most popular. People like the direct access to my thinking without the back-and-forth of an interview.

But they're harder work than you'd think. No guest to bounce off, so you need to be comfortable carrying the entire conversation. And honestly, talking to yourself for 30 minutes takes practice. You find that you stumble and for me I need to script/ write outline bullets of what I want to stay which is even more work.

Panel discussions

Multiple guests discussing a topic together. Can be brilliant for exploring different perspectives on complex issues.

The challenge? Managing multiple people, ensuring everyone gets airtime, and dealing with the technical complexity of recording several people at once. I've done a few, and they're logistically tricky but can produce really engaging content.

Co-hosted shows

Sharing hosting duties with someone else. Great if you have a business partner or want to split the workload.

The chemistry between co-hosts can be magic when it works, but you need someone you genuinely enjoy talking to and who complements your style. Plus, coordinating two people's schedules permanently? Good luck with that.

Narrative/storytelling

More like a documentary approach - telling stories about your industry, clients, or business journey.

These can be incredibly engaging, but they're production-heavy. Lots of scripting, multiple interviews, careful editing. Unless you've got serious time or budget, probably not the best starting point.

Hybrid approach

This is what I'd actually recommend for most business podcasts. Primarily interview-based but with solo episodes mixed in when you've got something specific to share or when guest schedules fall through. I now tend to alternate between interview and solo episodes so that I am showcasing my expertise and also having interesting conversations.

It gives you flexibility while keeping the content flowing consistently.

What format suits your business podcast goals?

For thought leadership: Solo episodes work brilliantly. You control the narrative completely.

For networking: Interview format is unbeatable. You'll meet fascinating people and build genuine relationships.

For comprehensive industry coverage: Panel discussions can give you multiple expert perspectives.

For regular content with less pressure: Co-hosting shares the load.

My honest advice? Start with interviews. They're forgiving for beginners, guests help promote episodes, and you'll learn loads from the conversations. You can always evolve the format as you find your rhythm.

The podcast service spectrum: what are you actually paying for?

Before we head into the DIY versus working with a producer, let's get clear on what different people in the podcast world actually do. Because there’s a huge spectrum of level of service and level of competence when you actually start to look under the bonnet. The term "podcast producer" gets thrown around a lot, and not everyone using it is offering the same service or expertise.

The basic podcast toolkit user

These are often VAs, admin support, or marketing generalists who've learned tools like Descript, Headliner, Riverside or similar platforms. They can absolutely help you with:

  • Basic editing (removing ums, ahs, long pauses)

  • Uploading episodes to your host

  • Creating simple audiograms

  • Scheduling and publishing

This is genuinely useful support if you need admin help and they're honest about what they're offering. But it's not audio production.

The proper audio producer/editor

These are people with actual audio engineering knowledge and experience. They know and understand the nuances of sound and have likely trained in sound production, worked in radio, tv or music and generally are now bringing those skills to podcasting. They'll bring:

  • professional sound mixing and mastering

  • audio enhancement and noise reduction beyond basic filters

  • understanding of sound design principles

  • strategic input on format and structure

  • experience with podcast growth and listener retention

  • the ability to make you sound consistently professional across different recording conditions

So what is the key difference? One has learned to use software. The other understands sound and how to make it rich and pleasing to the ear so that listeners get the best audio experience. It’s a big, big difference and I don’t think enough poeple

DIY podcast vs podcast producer

There are two main ways to set up a podcast series – Do It Yourself (DIY) or work with a podcast editor/producer who will listen to your idea and make it happen by setting it up for you and implementing all the logistics and audio design aspects that you need to make a podcast series happen.

Frequently asked questions - how to choose the right podcast support?

    • Look for formal training, years of experience, work in radio/audio/music production

    • Red flag: "I learned Descript six months ago" or vague answers

    • Look for a multi-step process or workflow including sound check, editing, mixing, mastering etc.

    • Red flag: "I just use Descript/Riverside etc AI tool to remove filler words/magic tool to clean up the sound"

    • Look for specific tools and techniques (iZotope, Adobe Audition, EQ, compression)

    • Red flag: "I'll just cut that bit out" or "there's not much you can do

    • Look for noticeable improvement in sound quality, not just edited content

    • Red flag: reluctance to share examples or only showing transcript-style edits

    • Look for discussion of audio standards, normalisation, quality checks

    • Red flag: blank stares or "I just make sure it sounds okay"

    • Look for specific recording requirements, file format preferences, brief templates

    • Red flag: "Just send me whatever you've got”

What should I expect to pay?

This varies, but here's a rough guide:

  • Basic editing/admin support: £25-75 per episode (depending on episode length and complexity)

  • Professional audio production: £50-150 per episode

  • Full production with strategy, booking, editing: £150-300+ per episode

If someone's charging £200+ per episode but can't answer the technical questions above, you're overpaying for basic admin work.

Can a VA or marketing generalist do good podcast work?

Absolutely - if they're honest about what they're offering. A well-organised VA can be brilliant for:

  • Guest outreach and coordination

  • Show notes and transcription

  • Social media assets production and promotion

  • Upload and scheduling

The problems arise when someone positions themselves as a "podcast producer" but only has basic tool knowledge. That's not necessarily malicious - they might genuinely not know the difference. But it means you're paying professional rates for entry-level support.

How can I tell if the quality is actually good?

Listen to other podcasts they've produced. Not just for content, but for:

  • Consistent volume levels between host and guests

  • Clear, crisp sound without distortion

  • Background noise properly managed

  • Smooth transitions between segments

  • Professional intro/outro integration

If their portfolio sounds like a Zoom call recording with the quiet bits cut out, that's basic editing, not production.

What if I've already hired someone and I'm not sure they're delivering or whether I’m overpaying?

Ask them to walk you through their process. A proper producer should be able to explain what they're doing and why. If they're defensive or can't articulate their approach, that's your answer.

You can also get a second opinion - send a raw file and a finished episode to another producer and ask for honest feedback on the quality. Then listen to their outputs - ask yourself if you can hear the difference. If you can it may be time to make a switch.

Using a podcast creator or podcast producer

There are seasoned editors who can speak to you about the strategy and approach to podcasting for your business and like my editor does give me advice and tips to make my show sound even better. They will develop a format and structure and all the aspects outlined for DIY, so all your team will need to do is focus on the content etc. This could be a good way to fast-track your entry into podcasting.

Do It Yourself (DIY) podcast production

I set up my podcast myself and continue to run it myself.

Audio - I use an editor to pull together the final edit for each episode.  I send him my audio tracks that I record via Restream.io and he has a copy of the audio music that I purchased for the series.

Music - Podcasts need some kind of theme music background music for the podcast – I used AudioHub for mine but there are loads of free music libraries out there.

Artwork – I commissioned my logo and used the requirements for Apple Podcasts as my guide in terms of design size and structure

Podcast hosting 

Every podcast needs a hosting home. A host is where you upload your final audio file too and then when you publish an episode it pushes it out to the podcast directories (Apple, Spotify etc). You can start on a smaller simpler plan then scale up as your requirements grow (introducing video podcasting or more series).

Podcast hosts offer design themes, embed players that match your brand colours and work well on website pages, and a dedicated podcast app where you can edit and see your stats etc.

I host my podcast on Captivate (affiliate link) as it has more creator tools and allows me to host a number of podcasts under one plan and I've just started a client podcast on Integrated transport that is also hosted under my plan. For the first three years, I used Buzzsprout.com they're great for beginners.

Podcast recording

I record my interviews virtually via Restream.io now but have used Zencastr in the past. Another alternative is Squadcast. 

Podcast editing

I use an editor to do my final edit, as it's so much easier and quicker for me. I script and record my own intro and outro recordings either in Restream or Garageband which is on my Mac.  I then send my editor the tracks to work his magic on.

Three good editors and/or producers I know are:


Podcast mics

I use a Rodes NT USB as you can easily plug and play into a  laptop, and I bought some over-the-ear headphones on Amazon. 

Recently as I'm meant to be doing some in-person recording, I've bought a couple of Rodes NT USB minis which are a bit more portable and come with simple Rode Connect software for recording in-person. 

Frequently asked questions: podcasting basics

  • A podcast host is where you upload your final audio file to. Then when you publish an episode it pushes it out to the podcast directories (Apple, Spotify etc).

  • There's no magic number, but I've found that around 30 minutes hits the sweet spot for my business podcast. Long enough to have a proper conversation, short enough that busy people will actually listen. My episodes tend to be around 30 minutes because that's when I checked episode listening time - this is the point where my listeners tend to drop off, and to be fair I do too when I’m a listener. If an interview is longer, I tend to split the episode into two parts.

    Don't overthink this one. Better to have engaging 20-minute episodes than rambling 60-minute ones that lose people halfway through. I also did a series of podcast snippet 10 min episodes last year which were very well received.

  • Consistency beats frequency every time. I'd rather you published monthly and stuck to it than went weekly for two months then disappeared for six.

    That said, weekly or fortnightly works well for building momentum and staying top of mind. I publish every two weeks because it is manageable and gives me enough time to promote each episode. Plus business leaders are busy people so posting a week is a lot.

    Pick a schedule you can actually maintain long-term.

  • This obsession with download numbers drives me mad. I have a super niche podcast and aim to get 100 downloads of each episode.

    Industry averages suggest 130-140 downloads per episode puts you in the top 50% of podcasts. But honestly? Focus on whether your podcast is achieving your business goals, not vanity metrics.

Podcast transcription

Each episode that you put out should also have a full transcript to make it as accessible as possible. I use the AI-powered Otter AI which is pretty accurate but it still takes an hour to tidy up the transcript for a half hour show. The other alternative is Rev which uses people to translate but there’s been a backlash in terms of how they pay/treat employees.

Promotion for podcasts

Here's the thing about podcast promotion - if you build it, they won't necessarily come. You've got to put in the legwork to get those listens, and honestly, this is where I see most people fall down.

For my podcast assets, I use Canva to create covers and graphics to use on my podcast episode landing pages. I have a Canva Pro account for that. It has loads of useful templates and my podcast logo was professionally designed so I create my social media assets from that. To make my videograms for use on socials I use the video tracks from Restream.io and then that’s uploaded to VEED.iO, which is a desktop very simple video editing app that’s great for non-professionals. I have my brand colours and templates already loaded there so it’s simple for my virtual assistant to create my videograms. You can also use quotes and images as well as producing social media assets that guests can share with their audiences too.

Videograms are a great way to share clips of podcasts on social media and to drive traffic to your podcast and also your website.

I always create an episode landing page on my website and direct all social media traffic there to get more traffic to my company website and encourage more people to have an opportunity to learn more about what I do.

But here's what really moves the needle in podcast promotion:

Get your guests working for you

This is the biggest missed opportunity I see. Your guests want to look good too, so make it dead easy for them to share. I send every guest a pack of ready-made social assets - quote graphics, videograms, even suggested copy for their LinkedIn posts and I tag them in mine. Half the battle is removing the friction to them taking action. How can you make it really easy for them to support your show.

Think beyond the episode

One podcast episode should become at least five pieces of content and posts. I pull out key quotes for LinkedIn posts, turn insights into blog content, and use interesting points as email newsletter material. Don't just post "new episode live" and hope for the best. I post at least three times a week for each new episode is different ways.

LinkedIn is your podcasting promotion best friend

If you're doing a business podcast, LinkedIn should be your main promotion channel. You can share behind-the-scenes content, ask my network questions about upcoming topics or questions for future guest or even future guest suggestions, and turn key episode moments into carousel posts. The engagement is always better with rich content than just dropping a link to an episode.

Build anticipation

Don't wait until your episode is live to start talking about it. You can tease upcoming episodes, share prep notes, and get people curious about what's coming. Your email signature, LinkedIn header, even casual mentions in client calls - all opportunities to build awareness.

Cross-promote properly

This isn't just about appearing on other people's podcasts (though that works brilliantly and I often recommend it as a first step to clients who are thinking of starting their own business podcasts.). Join podcasting communities, offer to be featured in industry newsletters, and genuinely connect with other podcast hosts. The podcasting community is surprisingly supportive once you start engaging.

Measure what actually matters

Download numbers are nice, but they don't pay the bills. I track website traffic from podcast episodes, leads that mention hearing me on the show, and speaking opportunities that come through podcasting connections. These are the metrics that show real business impact.

The reality is that promotion takes as much time as creating the content itself. Budget for it, plan for it, and don't get disheartened if growth feels slow at first. Consistency beats perfection every time.

What promotion strategies have worked best for you? I'd love to hear about them.

My podcast recommendation

Start by being really clear about what you need. If you want someone to handle the faff of uploading and scheduling - great, hire good admin support and pay accordingly. If you want your podcast to sound genuinely professional and compete with established shows in your sector - invest in a proper audio producer.

And whatever you do, ask those questions before you sign anything.

Useful resources

Here are some useful resources that helped me figure out podcasting starting out. There's a mix of blogs, books and podcasts about podcasting. 

Setting up a podcast further reading

What I need to start a podcast - Being Freelance

How to make a podcast - Buzzsprout

Start a podcast - Podcast Insights

Setting up a podcast and videos

Ayo Abbas
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