Podcasting can be a powerful tool for small business owners to build authority, make connections and gain clients. While it’s easy to overthink starting your own podcast, many successful shows begin with just a microphone and a message.

“Podcasting is about creating a really strong connection to some people,” said Beverly Cornell, the founder of Wickedly Branded, a boutique marketing and brand strategy agency and the host of Spark & Ignite Your Marketing Podcast. “It’s a really intimate form of communication. You’re literally whispering in their ears. You’re building a level of trust that you just can’t do with most every other [tool] that’s out there.” By tapping into this approach, Cornell added, small businesses gain a rare two-for-one benefit. “You get visibility and connection, something that doesn’t often happen in marketing for small businesses.”

The audience for podcasts is growing. According to the 2025 Infinite Dial report from Edison Research, more than 70% of Americans ages 12 and over have listened to or watched a podcast, and over half consume them monthly.

In the first installment of this two-part series Cornell shares key considerations to weigh before launching a podcast — and why it’s not the right fit for every brand.

Identify Your Business Motivation

Podcasting can be a great way to build your brand and connect with an audience, but that doesn’t mean it’s the best option for every small business or owner. There’s a reason that most newcomers record just eight episodes before giving up, Cornell said. Success in podcasting requires consistency and commitment. Cornell dedicates nearly 10 hours each week to recording, editing and promoting her own weekly show.

“Don’t start a podcast just to check a box,” she advised. “There’s already enough noise out there.” Instead, she urged business owners to assess whether podcasting aligns with their goals and strengths. For instance: “If you love interviewing people, have a lot to say about your industry and enjoy learning as you go, podcasting could be a great fit,” she said.

It can also be a way to connect with people, like potential investors, you might not otherwise have access to. Last year, for example, Cornell was working with a client in the finance field who was struggling to network with high-level professionals. She advised them that approaching potential contacts through a podcast can create opportunities. “A great way for you to reach these people isn’t to cold call and say: ‘Hey, this is so-and-so from financial services.’ Instead, say: ‘This is so-and-so from this podcast, and I’d love to interview you.’ All of a sudden, doors open. You gain access you never had before because now, you’re like the media. You get in the room in a different way.”

Know Your Audience and Industry

Like any marketing effort, podcasting should be strategic. Consider your industry and your target audience. “If your business thrives on polished visual content — like fashion, design or food — Instagram or YouTube might be a better fit,” said Cornell. “But if you’re in a field that benefits from in-depth discussions” such as health and wellness or medical, “a podcast can be an ideal platform.”

Before diving in, check out what’s already out there. “Do some general searching on podcast lists in your area,” Cornell suggested. If you find a gap on a topic you feel strongly about, like overcoming fear of the dentist or how to incorporate new fashion trends into your wardrobe, then “it can make sense to pursue,” she said.

Still, podcasting shouldn’t be your only marketing strategy. “Don’t put all your eggs in one basket,” Cornell warned. For example, you might pair podcasting with email marketing and one other social channel.

Choose the Right Format

Take your time, resources and goals into account when deciding your podcast’s format. “You want to match the format with your bandwidth,” Cornell said. Common formats include:

• solo episodes, which are great for showcasing thought leadership and sharing expertise
• interviews, which are ideal for networking and gaining industry insights
• hybrid, or a mix of formats, to keep content dynamic and flexible

Also consider episode length. Podcasts often run 20 to 40 minutes — just long enough to offer value without losing listener attention. “That’s about the average commute or workout time,” Cornell pointed out.

Develop a Structure and Strategy

Decide how often you want to publish episodes. “It could be weekly, biweekly or monthly,” Cornell said. “But the most important thing is consistency. People want to know when you’re publishing.”

You’ll also want to develop a structure for your episodes, which helps you plan and keeps listeners engaged. “Each of our episodes follows a structure,” Cornell explained. “We start with the guest’s spark: how they got started, their ‘why’ and [their] passion. Then we discuss challenges, marketing insights and finish with a fun rapid-fire round [of questions].”

Before you record, ask yourself what experience or takeaway you want for the listener. Producing a good podcast episode requires setting aside time to research the guest and coming up with questions to ask. Cornell connects with her guests ahead of time to prep them about how to give a strong interview and to ensure their lighting, microphone and setup are solid. “You want to make sure that the process is really seamless and fun,” she said.

Next up: Part 2 of this series will tackle the technical side of podcasting, helping you move from the planning stage to actually recording and publishing.