Podcasting is still one of the best “trust builders” a small business can invest in—because it lets prospects hear how you think, how you explain things, and how you solve problems. If you’ve been posting on YouTube or Rumble already, podcasting can feel like “more work”… but the distribution model and the listener mindset are different enough that it’s worth treating it as its own channel.
Below is a step-by-step guide you can use as a blueprint.
What is podcasting (vs. YouTube or Rumble)?
Podcasting is audio-first, subscription-first, and RSS-driven.
A traditional podcast is published as episodes through a podcast RSS feed (usually managed by a podcast host), and that feed is then read by listening apps (Apple Podcasts, Spotify, Pocket Casts, Overcast, etc.). Apple explicitly frames podcast submission around meeting RSS technical requirements (e.g., required tags, artwork, at least one episode). (podcasters.apple.com)
YouTube and Rumble are video-first, algorithm-first.
Your content lives primarily “inside” the platform, and discovery depends heavily on the platform’s recommendation engine, thumbnails, watch time, and in-platform engagement.
The real-world effect:
- Podcast listeners often show up intentionally (subscriptions, “keep up with this show”).
- Video viewers often show up opportunistically (recommendations, suggested videos, autoplay).
Benefits of podcasting for your business
Podcasting works especially well for service businesses (consulting, agencies, professional services) because it builds:
- Authority: long-form explanations beat short-form posts for demonstrating expertise.
- Trust at scale: your voice becomes familiar—like a weekly “mini-meeting” with prospects.
- Content leverage: one episode can become a blog post, email newsletter, LinkedIn post, short clips, and a resources page on your site.
- SEO + site assets: publishing transcripts and show notes on your website creates durable pages you own (not rented reach).
And the audience is there: Edison Research reports podcast consumption at record highs, with large shares of the population listening monthly and weekly. (Edison Research)
Best practices to get started (2026-ready)
1) Decide your “show promise” in one sentence
Examples:
- “Practical WordPress and small-business marketing advice you can apply this week.”
- “How to sell online without turning your website into a science project.”
If you can’t say what the show does for the listener in a single sentence, tighten that first.
2) Pick a format you can sustain
Common sustainable formats:
- Solo (10–25 min): quick wins, commentary, how-tos.
- Interview (30–60 min): borrow credibility, widen network.
- Co-host (20–45 min): more energy, less prep pressure.
- Seasonal (6–10 episodes): easier commitment, cleaner production cycles.
3) Use a real podcast host (even if you’re “small”)
A podcast host gives you:
- A stable RSS feed
- Audio file hosting built for streaming
- Directory submission tools
- Analytics
Apple notes RSS feeds can be self-generated, but most businesses are better served by a hosting provider who handles the technical pieces. (podcasters.apple.com)
4) Nail the technical baseline once
Minimum standard that will keep you out of trouble:
- Audio format: MP3 or AAC (AAC often preferred for quality-per-file-size) (podcasters.apple.com)
- Sample rate: 44.1 kHz or 48 kHz (common standards) (podcasters.apple.com)
- Bitrate: typically 128–256 kbps for stereo (balance quality and bandwidth) (podcasters.apple.com)
- Artwork: square, high resolution (Apple prefers up to 3000×3000) (podcasters.apple.com)
5) Create a simple launch plan
- Record a trailer (60–120 seconds)
- Publish 3 episodes on day one (so a new listener can binge)
- Then go to your regular cadence
Where should you publish your podcast?
“Must-have” destinations for most businesses
Apple Podcasts
Apple keeps clear technical requirements for RSS feeds (unique enclosure URLs, stable GUIDs, and server support for streaming behaviors like byte-range requests). (podcasters.apple.com)
Spotify
Spotify provides a detailed “podcast delivery specification” and recommends common audio formats (high-bitrate MP3 or AAC) and supports long episodes (up to 12 hours recommended/supported). (Contentful)
If you host on Spotify, they also note you still need to submit your show to other platforms (Spotify doesn’t automatically distribute everywhere for you). (Spotify)
YouTube / YouTube Music (increasingly important)
In 2026, YouTube’s podcast workflows matter because audio-first shows can be delivered via RSS ingestion in eligible regions—YouTube can create “static image” videos from your show art and upload new episodes automatically. (Google Help)
Key constraints: YouTube notes RSS-ingested podcasts are only available on YouTube/YouTube Music (not redistributed elsewhere), and re-uploading audio doesn’t automatically replace an existing episode without a re-upload workflow. (Google Help)
“Nice-to-have” (depending on audience)
iHeartRadio
iHeart allows direct submission (or via partner hosting platforms) through their podcaster portal. (help.iheart.com)
Pandora
Pandora supports podcast submission via RSS feed (approval-based) and then future episodes appear automatically. (AMP Playbook)
What about SiriusXM?
SiriusXM promotes a subscription offering (Podcasts+) featuring a curated set of shows—this is not the same thing as open directory-style distribution. (SiriusXM)
Practical takeaway: focus on Apple/Spotify/YouTube first; treat SiriusXM placement as a later-stage opportunity.
Rumble?
Rumble is best treated as an additional video distribution channel (similar to YouTube). If your audience is there—or you want redundancy—post your video episodes or highlight clips. (Always follow platform content rules/terms.)
Content requirements & guidelines (quick reference)
Here are platform-specific items that commonly trip people up:
Apple Podcasts (RSS-based)
- RSS must be publicly accessible and standards-compliant
- Each episode needs a unique enclosure URL and a stable GUID
- Hosting should support HTTP behaviors needed for streaming (podcasters.apple.com)
Spotify (RSS-based or hosted with Spotify)
- Recommends high bitrate MP3 (128kbps+) or AAC in MP4 (Contentful)
- Their spec notes filename/path changes matter for propagating updates (Contentful)
- If using Spotify hosting, you still submit to other platforms manually (Spotify)
YouTube (RSS ingestion option)
- YouTube can auto-create videos from your show art for RSS episodes (Google Help)
- Won’t distribute your show to other platforms (Google Help)
- Disallows certain invalid characters/HTML in titles/descriptions (Google Help)
- Has specific policies around ads/promotions and disclosures (Google Help)
Spotify Video (if you publish video there)
- Video file container typically MP4/MOV; 1 video track + 1 audio track; up to 12 hours supported (Spotify)
How should you produce episodes—and where should originals live?
A simple production workflow that scales
- Outline (bullet points, not a script)
- Record (aim for clean audio more than fancy visuals)
- Edit (remove dead air, tighten intros, normalize loudness)
- Export (final MP3/AAC for distribution + WAV master)
- Publish (upload to host, add show notes, schedule release)
- Repurpose (clips, blog post, email, LinkedIn)
Where to store files (the “don’t lose your masters” rule)
Use a 3-layer approach:
- Working folder on your computer (organized by Season/Episode)
- Master archive (WAV/AIFF originals + project files) on an external SSD
- Cloud backup (Google Drive/Dropbox/OneDrive/S3) for disaster recovery
Pro tip: name files consistently:showname_s01e05_topic_guest_2026-01-26.wav
Should you record video podcasts and rip audio for audio-only platforms?
Often, yes—with one caution: don’t let video production ruin your publishing consistency.
Best “starter” approach for most businesses:
- Record audio-first (great mic, quiet room)
- Capture video if it’s easy (even a single camera angle)
- Publish:
- Full audio episode everywhere
- Full video episode on YouTube (and optionally Rumble)
- 3–10 short clips for social
If you go video-heavy, keep it simple (one angle, good lighting, clean background). You can always level up later.
How long should episodes be?
There’s no magic number, but there is a strategy:
- If your show is tactical (“how to”): 10–25 minutes
- If it’s insight + story: 20–40 minutes
- If it’s interview/deep-dive: 45–70 minutes (only if you keep it moving)
The real rule: your episode should be “as long as it needs to be—and no longer.” Watch your retention in analytics and adjust.
How often should you release content?
Choose the most frequent schedule you can maintain without drama.
Common sustainable cadences:
- Weekly (best for momentum)
- Every other week (best for many small teams)
- Seasonal drops (best if your calendar is chaotic)
Consistency beats intensity.
Should you use a standard intro/outro?
Yes—but keep it short and make it useful.
A strong structure:
- Intro (10–20s): who it’s for + what they’ll get
- Quick hook (5–10s): what’s in today’s episode
- Outro (10–20s): one clear call-to-action
How to do it efficiently:
- Record intro/outro once per season
- Drop it into your editor as a template
- Update only when your offer or positioning changes
Extra tips that make a big difference
- Create a “podcast hub” page on your website. Embed the player, include transcripts, links, and a simple email signup.
- Write real show notes. Spotify’s creator tools emphasize formatting and readability for episode descriptions (lists, links, etc.). (Spotify)
- Use chapters when you can. They improve scannability (especially for long episodes).
- Batch record. Record 2–4 episodes in one sitting, then schedule them out.
- Don’t skip the mic. A $100–$200 mic upgrade usually beats any editing trick.
- Add a CTA that matches the episode. “If you want help implementing this on your WordPress site, book a consult” performs better than generic “visit our website.”
How Chesley Software can help
If you want, we can set up the whole “podcast engine” for you:
- Podcast hub on WordPress (SEO-friendly episode pages, transcripts, email capture)
- Lightweight production workflow (templates, storage, naming, backups)
- Cross-publishing strategy (Apple + Spotify + YouTube + optional extras)
- Repurposing pipeline (blog + newsletter + social clips)