It seems like everyone wants to do a podcast these days. But the real question is should you?
I remember the early days of desktop publishing. With new, inexpensive software, anyone could become a designer. It didn’t take long to realize that just because you can use the software doesn’t mean you should. I created some truly ugly newsletters in the early ’90s.
The same idea applies to podcasting. It’s easy to produce a podcast with relatively inexpensive equipment and easy access to streaming platforms. But even if you can create an engaging, decent-sounding show, should you?
That answer boils down to understanding the why behind your idea.
Defining Your Why
What is your reason beyond simply thinking you have something to say?
Maybe your boss or client says, “We need a podcast,” much like they once said, “We need a website” or “We need to be on Facebook.” Often, they can’t articulate the why—they just want the latest shiny object.
As with any communications tactic, understanding your why must be your foundation. Even if you have a solid goal for your podcast, can you clearly express the why behind it?
Let’s assume you already have a goal. Maybe it’s to educate listeners about a critical community issue, share knowledge about tuba players, gather support for a political concern, or build a community among Golden Retriever lovers.
Make sure you’re in it for the right reason. What makes your perspective unique? Is this a passion project, a business tool, or a way to build credibility in your field?
Danielle Salley, founder of Columbia, SC-based Danielle Salley Creative, launched a podcast last year with her friend and professional colleague Eva Foussat, founder of Eva Foussat Creative. They batted around ideas for months before fine-tuning their “why” for their podcast “Ghost Boss.”
“Eva and I share a similar story. After working in our careers for about 15 years, we both decided to quit our jobs and pursue freelance work full-time, becoming our own bosses,” Danielle says.
While their primary “why” was using the podcast to help drive business to their companies, they knew telling stories and sharing advice would drive engagement—plus make the podcast a fun listen.
“We wanted to share our experiences of transitioning to freelancing and to interview others in the freelance community to provide tips and advice. We fondly refer to ourselves as “Ghost Bosses” reflecting our shift from being employees to finally being in control of our own work—what we call our Freelance Afterlife.”
Once your why is firmly established, consider the following:
Audience
Who is your audience? Do they care about your topics, or do you need to persuade them to care? Who will tune in? How important is your message to them?
Don’t assume you have a built-in listener base. People are inundated with content, and their time is limited. You must give them a compelling reason to listen, care, leave reviews, and share your podcast.
Format
Are you more of a talker or a listener?
If your podcast is a solo show, keeping your audience engaged is crucial. Can you talk for an extended period while holding their attention? While most people don’t sound natural reading from a formal script, having a loose structure helps keep you on track.
If you’re interviewing guests, do you have open-ended, engaging prepared questions? If appropriate, have you shared topics or questions with them in advance? Are you inviting engagement through called-in listener questions or online chat? Do you have a clear call to action?
Danielle and Eva’s format is primarily a conversation between the two of them. They typicallyfocus on two main aspects when deciding on topics: what’s trending the week the episode airs and what’s uniquely relevant to their audience.
“The most challenging part for us is avoiding lengthy digressions and making sure we steer the conversation back to the main topic,” Danielle says. “While we enjoy chatting, we are mindful of when we start to ramble for too long.”
Just because you can talk on a topic for hours on end doesn’t mean a listener is going to stay with you for that long. There’s no hard rule for length – Danielle and Eva shoot for around 35 to 40 minutes. Just think about how long someone will listen in a car or while they’re out walking the dog. Then stick with it.
Production
While you can record using free apps, consider the level of polish you want. If you plan to include video, factor in the complexities that lighting and staging introduce into the mix.
While it’s possible to create an inexpensive production set-up without professional support, shared spaces offer affordable ways to create a professional sound without investing in equipment. Increasingly popular coworking spaces often have production facilities, and companies are creating shared production spaces for in-house and rental use.
“Eva and I are members of SOCO, a coworking space in Columbia, SC, where we use their creator studio,” Danielle says. “We find that recording in-person at the studio fosters a much more authentic conversation compared to recording virtually.”
If you prefer a “live” feel, editing out distractions like long pauses or background noise (we can’t control when the neighbor blows his leaves) will take time. Pay attention to how “uhs,” long pauses and background noise impact quality. Understand how sound effects, music, and “white noise” affect the listening experience.
Promotion and Engagement
Do you believe “if you build it, they will come?” Most likely, they won’t. People are busy. They need a reason to give you however many minutes of their day it will take to tune in, listen, understand your issue, and (if you’re lucky) take action.
People are picky about where they get their podcasts. Distribute it across multiple streaming services.
Create a PR/engagement plan that maximizes your and your guests’ in-person and online networks. Mine your guest’s social handles before recording for easy tagging.
Since you’ll likely be promoting one episode while planning the next, a structured promotion plan is essential. Share clips, quotes, and images. Regularly repost between episodes using “ICYMI” reminders with varied messaging, polls or questions. All of this can be scheduled in advance to save time and effort.
Danielle and Eva release new episodes weekly using video from their recording sessions. This video provides them with a week’s worth of social media content.
“Promoting a podcast becomes much easier when you consider all of your assets while recording,” Danielle says. “Although we don’t currently have a video podcast, we always record video during our sessions for social media purposes. By using tools like RiversideFM, we can easily edit short vertical videos that are perfect for social platforms.”
Take the time to be strategic in your posting approach. Understand your audience’s social media habits and tailor your posts accordingly. Keep in mind that different social platforms require different messages. Your X post shouldn’t sound like your LinkedIn post.
Create a dedicated space on your website for your podcast and promote it with top billing in the “top scroll” spot.
Consider paid social media promotion. It’s relatively inexpensive and can be highly targeted, but it requires planning and research.
Measurement
You can buy the best equipment, book cool guests, post everywhere, and run ads, but if you’re not getting results, your podcast is just a link on your website.
Make sure you’re clear on the goals of your podcast’s social posts. Are you just watching clicks or is engagement/sharing part of your measurement strategy? Is your call to action being met?
Establish metrics from the start. Evaluate regularly and adjust as needed. Also, be realistic—cracking Apple’s top 100 takes time.
Danielle acknowledges launching a podcast is a big undertaking due to market saturation. However, having clarity on their “why” directs what she and Eva measure.
“For us, the podcast serves as a promotional tool for our businesses, Danielle says. “While we monitor the average number of weekly downloads, we also focus on social media engagement, follower growth, and, most importantly, client leads for both of our design companies.”
Podcasting Checklist
- Be clear on your “why” and let that guide every episode.
- Listen to different formats. A single-host format has a completely different pace than a back-and-forth interview exchange.
- Commit to a production process. Write a loose script, set a dedicated recording time, and schedule editing.
- Create a standard intro and outro (sometimes called a “donut”) to cement your brand and streamline editing.
- Encourage engagement. Drive visitors to your website; solicit feedback through email, voicemail, or live calls; and ask listeners to leave reviews—critical for search rankings.
- Be consistent with episode drops. While no one plans their day around your podcast, your goal is to have subscribers who miss your show if it doesn’t drop on schedule.
- Be willing to pivot. One of the best aspects of podcasting is its flexibility. If something isn’t resonating, adjust accordingly.
Just do it!
Starting a podcast is easier than ever—but making one worth downloading takes thought, effort, and strategy. If you’re clear on your why, intentional about your audience and format, and committed to promoting and measuring success, you’ll be setting yourself up for success.
Read my article from Columbia Metropolitan Magazine where I interviewed local podcasters about their tricks of the trade.