Launch Your Own Podcast: Steps and Recommendations

Podcasting is having a moment. In the UK, communications authority Ofcom reports that the number of people listening to podcasts jumped by 24% this year. At 7.1 million, the total number of listeners is more than double what it was five years ago.

In the USA, Edison Research states that podcasting has reached a tipping point. Its research shows that, in the last year, the number of people who have listened to podcasts has risen by more than 30% and now stands at one in three Americans.

In the last year, the number of people who have listened to podcasts has risen by more than 30% and now stands at one in three Americans.

With the number of listeners on the increase, brands are keen to use this medium to reach new audiences (or existing audiences in new ways). However, as with any new initiative, launching a podcast does require careful planning.

Planning Your Podcast

To help you launch your podcast, we have compiled a list of recommendations that breaks down the various planning phases.

Be clear about your objectives

• What is the purpose of your podcast?
• Who are you trying to reach? Define your ideal listener.
• What added value are you going to deliver for that audience?

Decide on the format

• Which format will work best for your audiences and messages?
• Do you want to produce a talk show? Interviews? Storytelling? A magazine show?
• If you need inspiration, try this shortlist, courtesy of Seth Godin.

Think of a good name for your podcast

• Make the name intriguing or interesting to your intended audience.
• Allow a little leeway in case the focus should evolve over time.
• Make sure the social media handles are available (and register them).

Develop cover art for your podcast

• The cover art needs to reflect the content and personality of your podcast.
• The cover art will significantly influence potential listeners’ decision about whether to download your podcast or not, so make it enticing.
• The final output should be in JPG or PNG format and a 3000x3000px square.

Find your host

• Podcasting is a specialist skill: do you have the talent in-house to take on the job, or will you need to bring someone in?

Find a venue for your podcast recording

• Where are you going to record the podcast? Do you have a quiet room in which to record it or do you need to hire specialist studio time?
• Some guests may not be able to attend that physical location: what software have you got in place to enable interviews to be conducted remotely (e.g., Zoom or Skype)?

Invest in the right equipment

• If you are going to record your podcast in-house, you’ll need to invest in a good-quality microphone, pop filter and a set of headphones.
• You will also need software that enables you to cut and edit the various recordings and put the podcast together, e.g., Adobe Audition or Premier Pro.

Develop a content schedule

• Work several weeks or, ideally, months in advance.
• Decide on the topics you wish to feature.
• Which guests could add value for your audiences on each of those topics?
• Reach out to guests to secure their help and arrange interviews.

Plan your distribution channels and marketing

• From where will your audiences be able to download your podcast?
• How are they going to find it?
• Develop a communications plan that will help to promote your podcast. This should include cross-marketing over all your social media, as well as online and offline channels.
• Consider whether you should develop an influencer marketing strategy to help promote your podcast. 
• Share snippets of what you’re doing to promote engagement.

Start recording

• Record an intro and outro that will begin and end each episode.
• Aim to record shows well in advance to allow time for editing and putting the show together.
• If you are the host, relax and enjoy the experience – your enjoyment will come through to your audiences and help build engagement.
• Keep going! It takes time to build an audience. If you show up regularly to deliver content that speaks to your audience and then engage fully with them, your hard work will pay off.