by Hendrik Baird

Podcasting has grown by leaps and bounds since the first podcast was created almost 20 years ago, making it the fastest growing new-media form. Because podcasts are mobile friendly and have interactive possibilities, as well as having a loyal audience, it is no wonder that more and more businesses are adding this media form to their marketing campaigns. 

By keeping a customer-oriented strategy that feeds positive information to the targeted audience, a professional podcast will position a businesses’ brand high on Google search. 

Research has shown that 63% of audiences made a purchasing decision based on a podcast they listened to. 

Podcasts are downloadable and can be listened to on demand, anytime and anywhere.  It has now become the most mentioned marketing method when people are talking about Search Engine Optimization (SEO). This means that when an audience has been given more chances to listen to podcasts, their chances of making buying decisions increase, as they base their decision on the information contained in the podcast.

Podcasting is an affordable option because they are relatively easy to produce and can be distributed far and wide at minimum cost. They build a conversation between your brand and your  audience. They have the potential to provide a great return on investment, so the time has come for you to start taking advantage of podcasting.

Most people do not know where to start. This article will give you some guidelines. Feel free to talk to the Baird Media Team if you have any more questions or if you need any help.

Start Planning Your Podcast Today

“Our goals can only be reached through a vehicle of a plan, in which we must fervently believe, and upon which we must vigorously act. There is no other route to success.” – Pablo Picasso

1. Decide on the Podcast Theme.

What is the overall theme of your podcast? You will need to decide on this before you start planning what each episode is about. The episodes would all fall under the umbrella of your theme.

2. Make a list of the Podcast Topics.

Your theme will inform the topics you will cover. Make a list of all the subjects you are both knowledgeable and passionate about. Do some research by listening to other podcasts so that you will form a clearer understanding of where your themes fit in.

3. Decide on a Podcast Name.

Find a catchy, click-baity name that will intrigue the audience and get them to wonder what it is all about. A good name will convey both information and a bit of mystery, so make a list of many names and test them to see which ones are the most attractive to your potential audience.

4. Decide on the Podcast Format.

There are many formats to choose from. The easiest is probably interview style, where a host interviews a guest and they chat about a specific topic. A solo podcast is also fairly common. This format is used when a person has a specific expertise they want to share. A conversational podcast involves two people having a conversation. A panel podcast is similar to an interview, but involves more people. Other formats that can be considered include a non-fictional storytelling podcast, which typically covers real-life events, such as true crime. Podcast theatre is fictional storytelling, much like a radio drama. Repurposed content is when content that already exists is transformed and used in a new way to get a message across. While you may decide to only follow one format throughout, you may also want to mix it up now and then, depending on the message you want to get across.

5. Decide how many Podcast Episodes will be in your Season.

You can plan to do one episode per week, which is how most people do podcasting. This is a great option if you set aside time each week to record and edit. Another way to think about your podcast is like a series. Plan for example 12 episodes around a specific theme, then produce all the episodes before you publish it. This may take a week or two if you plan it right. You can then publish them all at the same time and market them monthly, rolling out repurposed content for your marketing campaign as per the Baird Media system Purposefully Repurposed for Profit.

6. Write the script for the Podcast Intro and Outro.

It is best to record a standard into and outro which you can edit into every podcast. Write the script for this, keeping it short and to the point. A good intro will help your podcast stand out and attract the right listeners. A good outro will have a clear call to action.

7. Decide on theme music.

You may want to use royalty free music or purchase stock music. Alternatively, you can invest in a musician to compose something specifically for you. Make sure the music sets the mood for the podcast. Use the music for the intro/outro and perhaps as a bridge when going to an ad break break.

8. Get the necessary Equipment and Setup.

You do not need expensive studios filled with state-of-the-art equipment (although having it won’t hurt). You can use a smartphone or an affordable microphone that plugs into your laptop. Test the equipment before you buy it to make sure your audio quality is good enough. You will need voice recording software which you will use to edit the recording. You will also need to think of where you will record. The inside of a car usually has good acoustics, or you can decide on a home setup. You may also want to record using software like Zoom. A good, affordable microphone is included in our Podcast Starter Pack.

9. Design Podcast Cover Art.

You will need designs in various sizes for your social media channels and for the podcast hosting site. Think of the design as a movie poster. Make it interesting and enticing.

10. Invite your Podcast Guests.

Make a list of everyone you want to interview. Make contact with them and set up a time to interview them. Remember to send them a release form, clearly stating that this is your intellectual property and gaining permission to use their recording and photos, etc. Also draw up a one-pager that outlines what you want to achieve and the questions you may ask. You may also in time add listener statistics, links, and other relevant information.

11. Record your Podcast.  

Make sure the quality of recording is the best possible. You will obviously have to edit out fluffs and um’s and ah’s, but the better quality recording you have, the less editing will be required. Make sure you process and render the sound when editing so that all the sound levels are the same.

12. Publish and Promote your Podcast.

Publish the podcast episodes with a reliable service provider and ensure that there are RSS feeds to the major podcast platforms, such as Spotify and iTunes. Once it is published, supply the links to your guests and ask them to circulate it within their sphere of influence. You may also want to promote you podcast through social media and through paid ad campaigns. A podcast hosting company is essential and we recommend – https://iono.fm/

Make sure that you have fun while producing your podcast. Know when to reach out to a professional when you lack the necessary skills, such as for editing or publishing. The Baird Media Team can either provide training or assist you with certain aspects of your podcast.  Have a look at the various ways we can help you start podcasting by visiting our shop.

Have a look at our podcast services and choose a package that is right for you.