Podcasts are one of the most popular ways to share content online and get your message across to your target audience, or a niche audience relevant to your business. Although starting a podcast can seem intimidating, with the right planning it doesn’t have to be. We’ve compiled 12 steps to consider before you start.
1. Understand why you’re creating a podcast
Identifying the purpose of your podcast is essential.
Are you creating it to:
- Voice an opinion
- Share knowledge
- Target a niche
- Identify customers
- Add value to customers
- Make a difference
- Develop speaking skills
- Build your personal brand or profile
- Become an authority
You may be starting a podcast for more than one of these reasons, and that’s great! Knowing what you want to achieve is the first step of a firm podcast foundation.
2. Map out what the focus and genre of your podcast will be
Whatever your podcast is about, you need to be passionate enough that you can create multiple episodes. Building a connection with your audience and developing brand loyalty will be more effectively achieved over a longer period. Once you’ve chosen a focus, see how many ideas you can come up with for podcast episodes. If it’s less than 10, it might not be the right idea to run with.
3. Clearly define who you want to listen and why they should
Consider the target audience you’d like to listen to your podcast. Do you want to reach potential customers? Build brand loyalty and strengthen connections with existing customers?
Once you’ve defined that, consider what benefits your target audience would get from tuning in. This will be linked to your podcast’s purpose, genre, and focus. Maybe you’re offering your expertise and industry advice – consider what your audience would be interested in listening to, questions they might like answered, or topics they may want your opinion on. This should inform the content you come up with.
4. Come up with a name for your podcast
This your first impression and listeners may need to search for it in directories, so try to cut through the clutter and be memorable. Keep it short, simple, related to your content and check that there isn’t already a podcast with the same name!
5. Decide on an episode length
Set an episode length that will appeal to your audience. This could be a set time, within a time range, or include both short and long instalments. This will also let them know what to expect each episode when they’re planning to listen.
6. If you want to feature guests on your podcast, identify who they are and how you’ll achieve this
This is important if your podcast features regular interviews. Guests to consider might include friends and family, connections from your personal network or industry professionals.
7. Identify how frequently you want to publish your podcast
You can publish your podcast weekly, fortnightly, monthly, quarterly – whatever works best for you. Choose a publishing timeframe you can keep consistent, so listeners have an idea of when to tune in for the next instalment.
8. How will you record and edit your podcast?
To record a podcast, you’ll need a microphone, headphones, a computer, and podcast recording software. Good software to try when you’re starting out is Audacity or GarageBand (Apple product exclusive) which are both free and allow you to record and save microphone audio as an MP3 file, as well as edit recordings. Edit down your content, so anything unnecessary is removed, keep your intro short and remove gaps of dead air so it flows smoothly.
9. Planning and developing your intro/outro
Your intro and outro are the audio that plays to begin and end your podcast. It provides a sense of continuity and helps to neatly package the episodes together. Your intro should also grab your listener’s attention and persuade them to keep listening – introduce your podcast, yourself and what it’s about.
10. Consider what your cover art, brand and logo style will be
To keep your podcast looking as good as it sounds, you need to make sure all designs associated with it are visually consistent. This includes the cover art, brand and logo. This style and art should be informed by your focus and genre, so it resonates and appeals to your target audience. Your cover art needs to be a minimum of 1400 x 1400 pixels, or a maximum of 3000 x 3000 pixels.
11. Decide on which podcast host is the best for you and your situation
Once you’ve created a podcast episode, you need to find a podcast host to store it. Hosts have specialised storage management and delivery for podcast’s large media files. Podcast hosts to consider include Podbean and BuzzSprout, which have tools to automatically submit episodes to popular podcast directories such as Apple Podcasts, Spotify, Google Podcasts, and Amazon Music and Audible.
12. Plan your marketing strategy to promote your podcast and gain listeners
How are you going to let people know about your amazing podcast? This could be through your business’ existing social media platforms, creating new social media profiles for the podcast, or including an announcement and updates as each episode is published in your email newsletters. If you have featured guests, you should also ask them to promote the podcast on their communication channels.
Podcasts can expand your audience by connecting with people who might not be on social media. Having them tune in for long form content is also a huge win for building brand loyalty and personal connection – something that’s difficult to achieve through other platforms like Instagram, Facebook and TikTok. Start by checking off these 12 steps and you’ll be on your way to creating a great podcast!
Jarryd is a business strategy and insight expert, and one of our Digital Solutions advisors. Learn more about the program and how it can help your business here.
Looking to start a podcast? Book in for a free 15-minute consultation with Jarryd here.