Podcasting

Over the past week, we have been sharing tips and things to consider before jumping into the world of podcasting. Podcasting has become one of the most powerful tools for businesses to build connections with their audience, share expertise, and grow their brand. If you’re thinking about starting a podcast but are unsure of where to begin, don’t worry—South Shore PR has you covered! To cap off podcasting week at South Shore PR, we are sharing our beginner’s guide to starting a podcast, which will walk you through the essential steps to launch your very own podcast.

Step 1: Define Your Purpose and Audience

Before diving into the technical aspects of podcasting, it’s crucial to define your podcast’s purpose and identify your target audience. Consider the following:

• Why are you starting a podcast? Are you trying to educate, entertain, or inspire your audience?
• Who is your target audience? Think about their interests, challenges, and what value you can offer them through your podcast.
• What will your podcast focus on? Decide on a central theme or niche that aligns with your business or passion.

Once you have a clear sense of your purpose and audience, you can tailor your content to meet their needs and expectations. Solidifying these three points will, in essence, act as your guide for all of your content going forward. You will want to align all of your messaging and content so it is in agreement with these three points: purpose, audience, and focus.

Step 2: Choose a Podcast Format

Podcasts come in many shapes and sizes, so it’s important to choose a format that works best for you and your audience. Common podcast formats include:

• Solo Show: One person (you) talks about a topic, shares insights, or gives advice.
• Interview Show: You interview guests, such as industry experts, influencers, or thought leaders.
• Co-hosted Show: You team up with a co-host, and together you discuss topics or have casual conversations.
• Panel Show: A group of people discusses a particular topic, often with multiple viewpoints.
• Narrative Show: Telling a story or diving deep into a specific topic with research, interviews, and production elements.
• A Mix of The Above Formats: If you feel your podcast isn’t hitting the right notes with your audience, consider switching up the format a little bit.

Choosing the right format can help set the tone for your podcast and determine the structure of each episode.  The format you choose will also dictate how you record and edit the podcast. Will you all be together in one place? Will everyone be remote? These are important questions to ask before you attempt production.

Step 3: Create a Content Plan

A successful podcast needs consistent, valuable content. Start by planning out your first season, including topics, potential guests, and key points to cover.  We recommend a ‘season’ approach, where you release a series of, say, ten episodes on a weekly basis for ten weeks. This will allow you to analyze listening data and feedback for the next season. Some other helpful tips include:

• Create an Episode Outline: Outline the structure of each episode—this could include an introduction, main discussion, guest interviews, and a closing segment. These are talking points for you. Pro-tip: Do not read from your outline!
• Episode Length: Decide how long each episode will be. Most podcasts range from 20 minutes to an hour, but the length should suit your content and audience.
• Release Schedule: Decide how often you’ll release new episodes (weekly, bi-weekly, or monthly). Consistency is key to building an audience.

Our preferred schedule is weekly simply because having any release schedule faster than that will take a significant amount of resources.

Step 4: Select Your Podcast Name and Branding

Your podcast name is one of the first things potential listeners will notice, so make it catchy, memorable, and relevant to your organization. When choosing a name:

• Make it Easy to Remember: Keep it short and straightforward.
• Reflect Your Content: Your podcast name should give listeners an idea of what your show is about.
• Check for Availability: Ensure the name isn’t already taken and that the domain name and social media handles are available.

In addition to your podcast name, design a visually appealing cover art that reflects your brand and the tone of your podcast. This artwork will appear in podcast directories and apps, so it’s worth investing time (or a small budget) to create something professional. If you have an already established brand, then a lot of this work has been done for you already.

Step 5: Get the Right Equipment

While you don’t need an expensive setup to start a podcast, having the right equipment can greatly improve the quality of your episodes. Here’s what we recommend to first-time podcasters:

• Microphone: A good quality microphone is essential. Popular beginner microphones include the Audio-Technica ATR2100x or the Blue Yeti.
• Headphones: A decent pair of headphones helps you monitor the audio quality during recording; it also prevents audio feedback from your guests when recording live (your microphone doesn’t hear the guest talking, only you do).
• Recording Software: There are many options for recording software, such as Audacity, Adobe Audition, Zencastr, and Riverside.fm.
• Podcast Hosting Platform: A podcast hosting platform is where you’ll upload and distribute your episodes to directories like Apple Podcasts, Spotify, and Google Podcasts. Popular hosts include Buzzsprout, Libsyn, and Anchor. You can also self-host your own podcast. One thing to keep in mind, though, is that once you settle on a host, you should stick with it for however long you want your podcast to exist as moving your podcast and its feed is a major hassle. If you change and don’t update the ‘feeds’ your podcast will break for all your listeners.
• Find a Quiet Space to Record: Record in a quiet room to minimize background noise.

Step 6: Record and Edit Your First Episode

Once you’ve gathered your equipment, it’s time to record your first episode. Here are some tips to make sure your recording goes smoothly:

• Test Your Audio: Do a test recording to check your microphone levels and ensure everything sounds clear.
• Edit Your Audio: Use editing software to clean up any mistakes, cut out long pauses, and add music or sound effects if needed. Keep the editing light—your podcast should sound natural and authentic. AI tools like Riverside.fm or Descript can help speed up the editing process.
• Don’t Worry if You Mess Up: It can take a few tries to get the tone and feel of your podcast right. It is better to redo it than to put out a substandard podcast. Give yourself plenty of time before your go-live date to ensure that you are pleased with your first episode or episodes.

Step 7: Publish and Distribute Your Podcast

After you’ve recorded and edited your first episode, it’s time to publish it! Here’s how to do it:

• Upload to Your Podcast Host: Once your episode is ready (you have the graphics, social media handles, and a link from your website), upload it to your podcast hosting platform.
• Submit to Podcast Directories: Your podcast host will help you distribute your show to directories like Apple Podcasts, Spotify, and Google Podcasts. Submitting your podcast to these platforms ensures that potential listeners can easily discover it. Please note that some platforms take longer than others for your podcast to show up. It is a good idea to do this step a few days before your premier date.

Step 8: Promote Your Podcast

Now that your podcast is live, it’s time to promote it to your target audience. Use your business’s social media channels, email newsletters, and website to let your audience know about your new podcast. Some promotional strategies include:

• Share on Social Media: Post teaser clips, quotes, or behind-the-scenes content from your episodes.
• Create a Podcast Website: A dedicated website for your podcast can act as a central hub for episodes, show notes, and listener engagement.
• Collaborate with Guests: If you have guests on your show, encourage them to share the episode with their audience.

Step 9: Monitor Feedback and Adjust

As your podcast grows, listen to your audience’s feedback and look at your download numbers and engagement. Adjust your content or format based on what works best. Continual improvement will help your podcast stay relevant and keep listeners engaged. Just remember your three points at the beginning of this blog post as your guide.

Final Thoughts

Starting a podcast for your organization may seem overwhelming at first, but by following these steps, you’ll be well on your way to creating a professional and engaging show. Podcasts are a powerful tool to build brand awareness, connect with your audience, and position yourself as an authority in your industry. So, take the plunge and start your podcasting journey today—you won’t regret it!

If you want some help in getting your podcast started, South Shore PR can help. We have over ten years of experience in launching and promoting podcasts. Get in touch!