So You Want to Start a Podcast? Downloading Success in a Crowded Market

It seems like everyone does these days. But should you?

I remember the early days of desktop publishing. With widely available, 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 principle applies to podcasting. It’s easy to produce a podcast with relatively inexpensive equipment and easy access to publishing platforms. But even if you can create an engaging, decent-sounding show, should you?

That answer boils down to first understanding the why behind your idea then tackling the how.

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.

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 a breed of dog lovers.

Just like any communications tactic, understanding your why must be your foundation. Even with a solid goal for your podcast, can you clearly express the why behind it?

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?

Once your why is firmly established, consider the following that get you to the how:

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?

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.

Production is more than sitting in front of a mic and talking. There's pre-production to make sure the equipment is working properly and audio levels are correct. And the post-production is more than just uploading the audio file to your streaming platforms. You'll want to edit out unintended noise. Pull a few 10 second clips to be used for social promotion. Drop in your intro and outro.

Even if you prefer a "live" feel, pay attention to how "uhs," long pauses or background noise (we can’t control when the neighbor blows his leaves) impact audio quality. Understand how sound effects, music, and “white noise” affect the listening experience. Editing is creative and tedious at the same time.

Podcast production studios are popping up in many cities. Co-working spaces often offer them, and companies are creating shared production spaces for in-house and rental use. These can be affordable ways to get a professional sound without investing in expensive equipment, especially if you're just starting out.

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 minutes of their day it will take to tune in, listen, understand your issue, and (if you’re lucky) take action.

Create a PR/engagement plan that maximizes your and your guests’ in-person and online networks. Consider mining information from your guest before recording by gathering his social handles for easy tagging. And make sure your guest is sharing the posts to her social networks.

Understand your audience’s social media habits and tailor your posts accordingly. Keep in mind that different social platforms require different messages. Your Twitter post shouldn’t sound like your LinkedIn post. 

People are picky about where they get their podcasts. Go where they are and distribute it across multiple streaming services.

Take the time to be strategic in your posting approach. Share clips, quotes, and images. Regularly repost between episodes using "ICYMI" reminders with varied messaging. All of this can be scheduled in advance to save time and effort.

Create an easy-to-find dedicated space on your website for your podcast.

Consider paid social media promotion. It’s relatively inexpensive and can be highly targeted, but it requires planning and research.

Since you’ll likely be promoting one episode while planning the next, having a structured plan is essential.

Measurement

You can buy the best equipment, 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 your goals of your podcast’s social posts. Are you just watching clicks or is engagement/sharing part of your measurement strategy?

Establish metrics from the start. Evaluate regularly and adjust as needed. Also, be realistic—cracking Apple’s top 100 takes time.

Podcasting Checklist

1. Be clear on your "why" and reinforce it in every episode.
2. Listen to different formats. A single-host format has a completely different pace than a back-and-forth interview exchange. Structure to your strengths.
   
3. Commit to a production process. Write a loose script, set a dedicated recording time, and schedule editing.
4. Create a standard intro and outro (sometimes called a "donut") to cement your brand and streamline editing.
5. 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.
6. 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.
7. 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 listening to takes thought, effort, and strategy. If you’re clear on your why, intentional about your audience and format, and committed to promoting and measuring results, you’re on the way to downloading success.

Read my article from the September 2021 Columbia Metropolitan Magazine where I interview local podcasters about their tricks of the trade.