What Should You Talk About on Your Business Podcast?
One of the most common reasons business owners hesitate to start a podcast is pretty straightforward:
“What would I even talk about?”
It’s a fair question—and a smart one. Podcasting does take some time and consistency, so having a clear direction from the beginning makes it a whole lot easier to keep going (and growing). The good news? You probably already have more to say than you think.
Let’s talk through how to figure out what your business podcast should actually cover—and how to make it sustainable long-term.
1. Start with what you already know
If you’re running a business, you already talk about your product, service, or area of expertise all the time—on sales calls, during onboarding, in staff meetings, and even over email.
A podcast just gives those same ideas a longer shelf life.
Start by thinking about the common questions your customers ask, the parts of your work that require the most explanation, or even the things you wish more people understood about your industry. These are all great starting points for podcast episodes.
2. Build your content around themes
Instead of thinking one episode at a time, it can help to group your ideas into a few simple categories. These could be things like:
Behind-the-scenes: How your business runs or what you’re building next
Client education: Industry topics, best practices, how-tos
Thought leadership: Opinions or commentary on what’s happening in your field
Interviews: Conversations with team members, clients, or partners
This approach helps you plan ahead and gives your audience something they can latch onto.
3. Keep the format sustainable
Not every podcast has to be a 60-minute, fully-produced deep dive.
Short solo episodes, quick updates, or 15-minute interviews can be just as effective—especially if they stay consistent with your voice and what your audience finds helpful.
The format that works best is the one you can stick with, so don’t overthink it. Start simple and evolve over time.
4. Plan ahead—but not forever
You don’t need a year’s worth of content figured out before you hit record. But having a list of 8–10 starter topics is a great way to get going. (And yes, we help you map this out step-by-step in our Podcast Startup Guide.)
A little direction up front goes a long way toward keeping your show consistent and actually enjoyable to make.
Want help figuring out what to say?
Our Podcast Startup Guide walks you through this exact process—step by step—like a workbook. It’s designed to help you plan your show’s direction, format, and the first several episodes with confidence.
You can also listen to the Wayfare Podcast alongside the guide. Each episode expands on a different part of the process so you’re not working through it alone.
And if you’d rather just talk it through, feel free to reach out. Helping businesses launch podcasts is what we do.