Every day, thousands of people are turning to podcasting as a way to grow their businesses, make new connections, and gain exposure. A recent survey by Techsurvey found that 33% of Americans are listening to podcasts at least one time per week (1).
It’s clear that podcasts are attractive to audiences who want entertainment or information. But how does one go about creating an original show that attracts subscribers? Here are some tips on how you can start your own successful podcast this year:
Step One: Decide Your Podcast Format
You can begin by brainstorming key points that must be included in each episode of your show over time. Then choose a format that pairs well with that information or segment. There are three primary types of podcast formats: interview, roundtable, and monologue.
In an interview-style show, the podcaster asks the guest questions about their life or business that may include personal anecdotes or tips for success. In a roundtable show, a host will bring on a few guests to discuss a specific topic in his or her industry using audience input as material. A monologue is just what it sounds like – one person talking for 30 minutes to an hour with no interruptions from other hosts or guests.
Step Two: Style? In-Person or Virtual
Format is one thing – style is another.
An in-person conversation is similar to that of the Joe Rogan podcast, or Huberman Lab – where the interviewer and guest are in the same room. This style requires more effort than the alternative of virtual conversation – in that, you need to consider things such as – lighting, room soundproofing, on-site audio engineering, and various other factors. This format is almost like producing a television show.
Virtual is the most flexible option, and the one that we provide here at LISI. Virtual podcasting enables guests to be in separate locations and record via VoIP or Voice Over Internet Protocol. This is usually done via a service like Zencatr or Riverside.fm These options typically allow video as well as audio recording so that you can make the most of your podcast.
Step Three: Pick Your Topic Based on Your Passion
The best way to attract listeners is by choosing a topic you are passionate about. This will help you stay motivated to keep creating new episodes people will want to download, and make it more likely your audience will want to subscribe.
A few questions to ask yourself when considering topics: Which industries do you serve? What are the most pressing issues facing your clients today? Which topics would you like to learn more about and share with your audience?
Step Four: Pick a Podcast Name and Relevant Hashtag
Once you have picked your topic, it’s time to think of a great podcast name. You want something memorable, not too vague or hard to find in your preferred podcast provider’s library. There are plenty of online name-generating tools, which we have found to be a good starting point. (But it still takes brain power to find something catchy that works.)
After you have chosen the perfect name, be sure to include it in any relevant hashtags so people who are searching for podcasts related to your show may find yours.
Step Five: Record Your First Show
Now that you’ve chosen your format, topic, and title, it’s time to start recording. What equipment do you need to start a podcast? We recommend you invest some energy in creating a setup that works well for you and produces high-quality audio.
Here’s what you’ll need to get started:
Microphone: At LISI, we’re big fans of the Shure MV5C, which was recommended to us by our friend Rob Kates at Kates Media. This mic is a USB-based microphone which makes it user-friendly. If you are using an audio interface, you will want an XLR microphone. Read on to find out more.
Headphones: If you plan on monitoring your audio as you record, whether through headphones or speakers, invest in something comfortable and high quality – because if they hurt your ears or don’t let you hear all the nuances of speech, things won’t sound great when you get to the editing phase.
An Audio Interface (Optional): Audio interfaces are special equipment that serve as audio translators to your computer. With an audio interface, you can plug in an XLR microphone and an instrument to record directly to your computer (via software of course). The audio interface has an audio jack which allows you to monitor the sound being recorded in real time. While not necessary, audio interfaces do create higher-quality audio. If you want to take your podcast to the next level, we recommend the Focusrite Scarlett 2i2 interface, and for an XLR mic, the Marantz Professional.
A Quiet Recording Space: One of the best investments you can make is in a quiet recording space. Any external noise will be picked up by your microphone and become part of your finished product.
A Recording Platform: We use Zencastr to record our podcast-only episodes of “All The Things.” Zencaster is like any cloud-based meeting platform you’re used to at this point, except it allows you to record each speaker on separate audio tracks, thereby perfecting the final product quality in a much cleaner, more professional way.
Step Six: Tell The World About Your Podcast!
In addition to high sound quality and interesting content, for a podcast to be successful, you will need to promote it well so people can find the show. This is where podcast-hosting websites come into play. There are many places online where you can host your podcast (for free or via an inexpensive monthly fee) and promote it to millions of potential listeners all over the world.
Podcast hosts like Libsyn & Soundcloud provide tools for uploading, editing, scheduling, promoting, and sharing your audio file across social media sites like Facebook, Twitter, Instagram, and LinkedIn. These sites are great for advertising your podcast to potential listeners since all of these social media platforms have a huge user base.
Once subscribed, your podcast’s followers will be sent an episode every time a new one is published.
To share a podcast through social media or email, you can either embed episodes on your firm’s website or share a link that will take listeners directly to the show’s page in Apple Podcasts or Spotify (or wherever you want to distribute it) where they may stream it or download it.
Bonus Tip: Recycle the Content
Once the podcast recording is done, that doesn’t mean the content stops there. From that one podcast, you can create multiple marketing assets:
- Blog Posts – Don’t let that content go to waste. Using the transcript, create a blog post expanding on the topic of the podcast episode.
- Audiograms – Audiograms are a great way to get clips of your podcast out on social channels.
- Video Shorts – If you recorded the podcast on video as well as audio, you can clip the video to create shorter clips for YouTube Shorts and TikTok.
Bonus Tip: Improve Ranking with Search Engines
Make sure that your podcast is highly visible by optimizing it for specific keywords on platforms like iTunes and Spotify. Because these are two of the biggest platforms where users search for new podcasts to listen to, they are key in growing your audience.
Once you have some episodes live, make sure you are using popular search phrases within the title, description, and episode names whenever possible. It also helps if your cover art is eye-catching and you have a clear call-to-action that encourages listeners to subscribe immediately after clicking play.
Bonus Tip: Produce Content That Draws Listeners
One of the most important aspects of establishing yourself as an authority within your niche is producing top-notch content regularly. Of course, every audience member learns something different from each episode, but they should always leave feeling like they have gained insight.
The best way to attract subscribers is to produce content that resonates with your particular audience. Think about what your listeners want or need, and make sure you are delivering it in an engaging, relatable way. If this means interviewing industry leaders to get their advice on a topic, go for it! It could also mean incorporating humor into every episode so that listeners feel comfortable being themselves around you.
Whatever you do, find content and a personal style that resonates with your audience. And remember to always be authentic.
Podcasting is a great tool to have available in your marketing arsenal. Take the time to create high-quality content, promote it well, and you’ll see amazing results!
(1) Jacobs Media Strategies. (2023, May 19). Techsurvey 2023 Results: Radio in the Post-Pandemic Era (webinar recording). https://jacobsmedia.com/techsurvey-2023/
