It seems like anyone and everyone has got their own podcast – and for good reason. Podcasts are an easy way to consume information on the go, whether you’re cleaning the house or at the gym, and there really is something out there for everyone. Want to learn more about manifesting? There’s a podcast for that. Looking for inspiring stories from female entrepreneurs? There’s a podcast for that (in fact, our own Bossing It podcast is a great place to start…). Feel like hearing strangers try to solve murder mystery cases? You guessed it – there’s a podcast for that. 

Over one third of Americans listen to podcasts on a regular basis, and the stats are similar in the UK. If you’re looking to connect with your audience in new and exciting ways, a podcast might be just what you need to kick off your 2022 marketing. There are lots of podcasts about, but if you’re serious about creating something that connects with your audience and helps you reach your business goals, it’s worth putting some time into planning out your podcast before you hit ‘record’. Let’s take a look at what you need to know before starting your own podcast.


Planning is everything

Once you’ve made the decision to record your own podcast, it can be tempting to rush into everything right away. I chatted to podcast expert Katie Briefel, who’s helped some major names bring their podcasts to life. Katie’s top tip? Prep as much as you can ahead of schedule. Rushing into things is a common mistake, but it leaves you at risk of overwhelm and burnout. The problem is, there’s more to podcasting than meets the eye. It’s an accessible form of content that anyone can produce, but there’s still a lot you’ll want to get clear on. First things first, what’s the point of your podcast? There’s a lot of noise out there (literally), and you want to release something really valuable and unique. Why should people take time to listen to what you’ve created? 


Talk to your audience

Just as when you start a new business or launch a new product, spend some time thinking about your target audience: their interests, problems, goals and motivations. How does your podcast help fill a gap? Don’t shy away from conducting some simple market research. Listen to other podcasts in your niche, and have a look at the charts to see what your audience enjoys. If you’re in any communities like Found & Flourish, reach out to members and ask if you can chat to them for 15 minutes. You’ll find people are always happy to help, and will be extra interested in listening to your podcast once it’s live… Collect suggestions from your target audience, and keep an open mind.


Make sure it’s manageable

Podcasts are a lot of fun to create, which is partly why they’re so popular. There’s also a lot that goes on behind the scenes, so it’s worth making sure you understand what you’re getting yourself in for. How often are you planning to release your podcast? Is it a weekly thing? How long will episodes be? Remember that if you’re inviting guests on the show, you’ll need to plan in time to reach out to them, manage logistics, and follow up with them afterwards. There are a number of different formats when it comes to podcasting, and there are pros and cons to them all. Your best bet is to listen to all formats, from interviews to panels to solo episodes, and work out what suits you best. You’ll also need to plan in time for editing, designing assets to promote your podcast, and writing the accompanying copy that your listeners will see within Spotify or Apple Podcasts. 


Batch it up

Katie emphasises the importance of having everything planned out before you even release your first episode. “Preferably, you’d have your whole series recorded and ready to go,” she advises. That’s something else to take into account – will you have an ongoing podcast, or will you work with a series? If you go for a series, how many episodes will the series be? Again, it’s up to you to work out what’s manageable, and you can also book a session with a podcast strategist if you want some external feedback. Whichever option you go for, make sure you batch up episodes far in advance, so you don’t run the risk of releasing episodes behind schedule. 2022 is about avoiding burnout, not stressing yourself out unnecessarily – so tread carefully! When executed in the right way, a podcast is a great way to connect with your audience, generate leads for your next offering, and get creative with your marketing.

Phoebe Dodds

Phoebe Dodds

About your author

Phoebe is Found & Flourish’s resident Business blogger, she is London-born and Frankfurt-, Paris- and Amsterdam-raised. Combining her Master’s degree in Entrepreneurship with 10 years writing for international publications, she’s the founder of BURO155 and Wellby, helping female entrepreneurs achieve their business goals through strategic online content. Phoebe is also a writer, and has written for outlets including the Huffington Post, the Guardian, the Next Web, For Working Ladies and Restless Magazine.


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