In 2021, creating and maintaining a website for your business is practically the second step after “write a business plan.” If you don’t have a place online for potential clients, investors, and others to find you, you might as well not exist.

So when an acclaimed marketer and podcaster like Christopher Lochhead says not having a company podcast is like not having a website, you should find a mic and hit record pronto (after reading this article, of course).

Are you hoping listeners will organically find your company’s podcast episodes on Apple? And when they do, are you hoping they’ll immediately become raving fans of your brand?

Yep, I wish it was that easy. But there’s a lot of content out there. And people are consuming more media than ever. In fact, according to Recode, U.S. adults consume an average of 11.1 hours of media each day across mobile, desktop, radio, television, and magazines. 

So how does a scrappy marketer get the most from their company’s podcast?