Like any episodic or formatted series, podcasts work best when regularly scheduled; you retain subscribers by giving them fresh content that’s consistently released. So while starting a podcast is fun (and exciting!), remember – it takes work to build and sustain a dedicated audience. The first step? Planning high-quality content.

Choose your topics

A lot of audio or video podcasts (a.k.a. vodcasts) centre around people’s expertise – so if you’re a brand, your subject matter authority is an easy way of determining where you can add value. This is also true of individual podcasters, though it’s also possible to use your content to learn more about topics of interest e.g. by interviewing experts. Either way, ask yourself: What might your target audience want from your podcast? Think about:

  • What they care about in day-to-day life
  • Their passions
  • Their pain points
  • Any questions they might have for you

If you’re in marketing, it might help to look at any keyword research and note timely, relevant ideas to explore in your future podcast episodes.

Choose your talent

Talent (someone who loves talking) is a must-have when it comes to audio or video podcasting – especially for audio-only content, as your host’s voice and personality are going to be the main drawcards for brand awareness and recall. You’ll also want someone with a strong editorial style to give your podcast its unique flavour.

Plan your episodes

To script or not to script? Podcasts, for most people, are about tuning in during downtime, so the format generally follows authentic, laid-back conversations. As a result, unless your niche favours densely-packed information, you’ll want to steer clear of over-scripting your episodes; mainly as it hinders banter and spontaneity. Which, let’s face it, is what usually makes podcasts awesome!

That said, not scripting doesn’t mean not planning. Know your format – if you have a templated intro and outro that varies based on content every week, make sure you have the key points you need to cover off. If your podcast is longer and has multiple segments, with their own intros / outros / segues, note points for these too. And don’t forget interviewing – do your due diligence and come prepared with questions for your guests e.g. how they got started in their careers, if they have any advice, and what some recent accomplishments are. It also helps to close your podcast with a call to action, like asking people to visit your website, in order to help market your brand (or personal) products and services.

Brand your podcast

Brand Imaging is crucial to ‘personalise’ your Podcast. This is created once to make your product instantly recognisable as yours. This includes Voice Overs, Intros, Playons & Playoff stings, Segment transitions, and breaks. “Welcome to My Podcast.” “Thanks for Listening, tune in next time.”

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