3 Tips to Create and Market your Podcast

By Chris Christoff,
business.com writer
Dec 17, 2018
Image Credit: Branislav Nenin/Shutterstock

Creating a successful podcast takes planning and strategy.

So you've decided to start a podcast. Like any production, it takes time, money, and a lot of planning and persistence to pull off. Luckily, podcasts are on the rise today. In a report by Nielsen, 50 percent of all homes in the U.S. are podcast fans. That's over 60 million homes!

There's a lot of room to grow a loyal audience and create content that resonates with people all over the world. As audio and video continue to gain popularity, it's no wonder more people are turning to podcasts to discuss different topics.

If you're planning on starting a podcast, here's what you have to do.

1. Plan out the fine details.

No one said planning was fun. But it is necessary. Every aspect of your podcast should have a plan that guides and directs your vision as you move forward.

These are some things you'll want to plan out:

  • Topics, themes, niches

  • Target audience

  • Long-term and short-term goals

  • Budget

  • How frequently you'll create and air episodes

  • What will make you stand out, or a different angle you can use

  • How many episodes you'll create

  • The rough duration of each episode

  • If you'll have guest speakers

The best way to stay on track of your podcasting schedule is to create a content (or editorial) calendar. Your brain won't be able to remember every minute detail of your new adventure, so it'd do you good to write it down where you can see it every single day. Hang up a huge calendar on the wall, write down every single important thing you have to do that month, and repeat for the following months.

As your podcast gains traction, keep up with the results. Things like the number of visitors, downloads, shares and engagement are all equally important to track so you know how your new business is doing. If you find numbers aren't increasing, you need to figure out what can be done better.

2. Create and edit.

If you're just starting out, it'll be tempting to buy the most expensive equipment, rent out the fanciest studio in town and completely splurge on your new endeavor. But if you'd rather be smart about it, you'll want to start with the most cost-effective options. Once revenue comes in, you can think about upgrading all you want.

At the very least, you'll need a computer with a built-in microphone, internet connection and a voice. If you've budgeted for a stand-alone microphone that produces better-quality sound, look into USB microphones that connect directly to the internet. Podcast Insights created an entire list of USB mics for podcasters based on affordability and performance. It's worth looking into all your options so you get the best deal for what you want.

Make sure you're creating content in a quiet environment with zero background noise. If people can't understand what you're saying, there's no point to the podcast. Your audience can't rely on anything but your voice, so make sure it's audible with no static.

Next, you have to edit your audio. Depending on your budget, if you're just starting out, you may want to use free editing software like Audacity to perfect your podcast.

3. Upload and promote.

Next comes your promotion plan. It's easy to create podcasts. It's difficult to bring in loyal listeners week after week.

If you have a list of email subscribers, email them with a link to your podcast inviting them to listen along. Tell them why they'd want to, why it would interest them, and to share it if they like it.

Make sure to use keywords when creating titles and subheadings for better SEO and increased traffic. Utilize social media and post links to your content on every platform. If you have guest speakers, tag them in your posts and encourage them to share it to their own socials.

Create a blog post explaining what the podcast is all about, when it's going to air and what listeners can expect in the future. You can also create a new blog post for every new podcast episode so that your readers can skim a quick summary to see if they'd be interested.

It's essential that the promotional step of your content marketing strategy isn't left behind. Of course, creating stellar content is important, but if no one sees it, it's as good as worthless. It's getting that content in front of people that really matters. The more people see it, the more likely it'll get shared, and the better it will perform and succeed.

Wrapping up

Setting up a podcast isn't easy, but it isn't too difficult either. You have to be ready to map out all the finer details before you get started and know what you want to get out of it. With enough research and planning, you could have the next greatest podcast. All you have to do is begin.

Co-Founder of MonsterInsights, the leading WordPress plugin for Google Analytics.
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