Podcasts have become a go-to source for entertainment, education, social news, relaxation, and much more. Many individuals are entering the podcast industry to capitalize on its popularity. A successful podcast can serve as a great marketing tool, boosting exposure for you or your brand.
However, starting a podcast can be a comprehensive task. It involves numerous tasks such as selecting a topic, creating content, choosing the right equipment, and much more. This process can be overwhelming and of course, you want to ensure a successful podcast. That is why conducting research in advance can assist in your podcast planning. Below, we have assembled 10 steps to help you plan your podcast.
1) Pick a Topic
The first step in planning a podcast is knowing what to talk about. What is your podcast topic? Business, fashion, lifestyle, inspiration, or something else entirely? There are so many topics that you can pick from. So, how do you pick the right one?
Choosing the right topic begins with your personal interests. If you're not passionate about your podcast topic, conversations may feel forced, and you could lose motivation. Selecting a topic you are experienced in or passionate about will lead to naturally flowing episodes and genuine interest from you, the host. For instance, a chef might create a cooking podcast, while a makeup artist may focus on the beauty industry.
Once you have decided on a podcast topic, you must pick your podcast category. The category helps make your show easily searchable on platforms like Apple Podcasts and Spotify. Typically, you can pick a primary category and additional secondary categories. Make sure to choose the category that best represents your show to attract the right audience. For example, if you have a podcast about entrepreneurship, you would fall into the “Business” category with entrepreneurship being the subcategory. Once you identify your category, you can research the space and see what other shows are available.
After researching other shows in your category, take note of what works well and what doesn’t. Top-charting podcasts will provide insights into successful elements you can incorporate into your show. You also want to note what unique aspects you can incorporate to help you stand out. Find the gaps in the market, and identify how you can fill them.
2) Identify a Target Audience
Now that you know your podcast topic, it’s time to determine who is going to listen to your podcast. This would be your target audience. While it would be great if everyone listened to your podcast, that's not a realistic goal. Instead, you need to outline a clear audience that will be interested in your topic. This will allow you to better understand your audience and cater to their preferences. Your audience will include those who are genuinely interested in and excited by your podcast. While you may have secondary markets or listeners outside your niche, your main focus will be on your target audience. It’s crucial to identify the needs of your audience. What are they looking for when they listen to your podcast? If you can try to get into the minds of your audience, you can identify what content they are seeking from you.
As you identify your target audience, it might help to create something similar to a buyer persona. You can outline key information such as their demographics and psychographics. Information on their age, gender, location, values, lifestyle, etc. will give you key insights on how to better engage and resonate with your audience. It will be tough to accurately identify these traits in the planning stage. At this point, the goal is to identify who your ideal market would be. Of course, adjustments will be made to the persona once you launch your podcast and have analytics and data to work with.
Keep in mind that your audience may evolve over time. You can expand your reach and adapt your approach to better serve their needs as you go.
3) Organize the Podcast Elements
The next step is to figure out the details surrounding your podcast name, description, format, and more. We will outline all these elements below.
One of the first steps should be choosing a podcast name. The name should be short and sweet while easily conveying the podcast topic. You don’t want people to be confused when reading your podcast name as that will be the first thing they see. The name needs to be clear enough that it encourages the individual to learn more about your show. The name should accurately reflect the tone and topics that will appear throughout your podcast. Although you want it to be descriptive, ensure it is short as that will make it memorable. A clear and concise name will also improve the searchability of your podcast.
Another important aspect is the description. The description will go into detail on what your show is about. Once the name catches the person’s interest, the description will give them the final push toward listening to your podcast. The description should be clear and concise while piquing the interest of the potential listener. You need to highlight what sets you apart and why someone should listen to you. Ensure you are using keywords that a listener might search for. This will help with your discoverability.
As with any podcast, consistency is key. Some podcasts will become well known for the format they follow in each episode. It’s okay to change it up now and then, but consistency will help improve your show's brand identity. Some podcast formats include interviews, round-tables, solo-hosts, and much more. In addition to format, you need to decide your episode length. Of course, this won’t be the same for every episode, but it should be relatively consistent so listeners know what to expect.
Finally, you need a consistent schedule. Many podcasts are released on a weekly, bi-weekly, or monthly schedule. You should stick to a schedule so that listeners know exactly when to expect a new episode.
4) Get the Necessary Equipment
Now that you have worked out the logistics of your podcast, it’s time to get the necessary equipment. Choosing equipment can be hard if you are unfamiliar with what’s available. It’s important to conduct sufficient research to pick the right equipment for you. You can also consult a podcast service to provide suggestions and aid you in the entire production and marketing process. When starting, you might not want to invest heavily in equipment. Begin with the basics, and remember you can upgrade later.
Your equipment choices should be based on your preferences, needs, and budget. The most basic equipment you will need to start is a microphone, headphones, and recording software. High-quality equipment is very important as audio quality plays an important role in the success of your podcast as it contributes to the listener experience.
5) Develop Podcast Ideas
It is very easy to run out of ideas when it comes to a podcast. That is why strategic podcast planning is vital. Ensure you map out each episode in advance so you know what you will be talking about. Even go into the specifics of the guests, introduction and conclusion, and questions to be asked. Having an editorial schedule will help to keep you organized and take off the pressure of coming up with ideas each week. A great tip would be to film podcast episodes in advance. Always have a couple ready to go so you’re not scrambling to release content.
6) Create an intro, Outro, and Trailer
As you plan your podcast, it’s crucial to start promoting and building interest in your show. As with movies, a trailer is a great way to entice potential listeners. A podcast trailer is an audio clip that outlines important elements such as the name of your show, what it’s about, who the host is, why people should tune in, and where people can find you. These elements are very important as they will compel people to listen to your podcast and give them a clear call to action.
You also need to map out your intro and outro, you can learn how to create a podcast intro and outro in more detail here. As we previously discussed, consistency is key. A consistent format for the intro and outro will build your brand identity and become a familiar touchpoint for loyal listeners. The intro should be short and sweet while providing an outline for the episode. The outro should thank your listeners, include a call to action, and have a compelling closing statement.
7) Record and Edit Episodes
At this point, you want to start recording your podcast episodes. You need equipment which should be purchased by now as well as recording software. What software you choose will depend on your needs and budget. To ensure a well-recorded episode, you should have some form of a script. It doesn’t need to be word for word but should include talking points to improve the flow of the episode. High-quality equipment will of course improve the audio quality. In addition, having a quiet, well-lit area will improve the listener experience. Make sure to test the equipment in advance to work out any kinks. It might take a couple of tries before you perfect the recording process.
Once your episode is recorded, you are in post-production. This is where you edit the episode, add music, and much more. There are a variety of free and paid editing software available. If you are not comfortable with the recording or editing process, you can always consider outsourcing to a podcast production service.
8) Pick a Hosting Platform
A hosting platform is where you can upload your podcast episodes. Using this platform, your podcast will become accessible to listeners through other directories. There are many different hosting platforms to choose from. Do the research and find the one that best suits your needs.
9) Develop a Promotional Plan
Now that you have everything ready, you need to create a promotional plan. Without a marketing strategy, your podcast may not gain exposure. There are multiple aspects to any marketing plan.
First, social media is a major outlet in today’s society. Social platforms like TikTok and Instagram will allow you to share small clips of your podcast to evoke interest. You want to be mindful when choosing social platforms. If you have a business podcast, LinkedIn will be a top platform to use.
An email list is another great way to promote your podcast. If you already have a following or an email list, you can promote your podcast through your newsletter. If you need to collect emails, you will need lead magnets to build your email list. You could offer exclusive content or early access to your podcast episode. This lead magnet can be featured on your website.
As we just mentioned, a website is another marketing outlet. Your website could provide viewers with more information on who you are. Being able to learn about the host of a podcast will allow listeners to build a stronger connection. The website can reinforce your branding and feature more content such as podcast transcripts.
You can also work with other influencers and podcasters to promote your show while tapping into their markets. They could be featured as a guest or simply promote your show on their socials.
A final tip, stay active online. Find new ways to interact with your audience and build a genuine connection with them. The more you connect with your audience, the more engaged they will be with your show. You can also establish your expertise in your podcast topic by answering questions and sparking conversations.
10) Release Your Episodes and Monitor Performance
Now that you’ve completed the planning stages, it’s time to launch your podcast. Your first episode will set the tone for the rest of your show. It’s crucial to monitor your analytics to identify what is working and what is not. Based on this data, make necessary adjustments to your content, style, marketing, etc. On top of monitoring your own performance, compare it to those within your podcast category. This will allow you to identify which podcasts are your biggest competition and how you can stand out.
Conclusion
Now that we have outlined these 10 steps, it’s time for you to start planning your podcast. Of course, planning a podcast is much more in-depth than just following 10 steps but this is a great starting point. Remember to keep listening to your audience, monitoring your performance, and making adjustments as you go. A podcast is a learning process and will never be easy but dedication will make all the difference. What will your new podcast be about?
Written by Kaitlin Duong
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Jony Studios is a client-focused media production studio offering audio/video production, B2B podcasting, and audiobook services. They have worked with a wide range of clients from small businesses to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio and many others.
