A podcast is a great platform to build and expand connections with your network of prospects, customers, and referral partners—especially since now, more than ever, people are looking for original content. And podcasts are popular. One data firm reports that more than 55% of Americans age 12 and over—an estimated 158 million people—listened to a podcast in the last month. That number has grown significantly the last few years and is now at an all-time high.
A podcast can increase your brand awareness and engagement with the people you want to reach. It can be used as another channel to showcase your latest projects and deliver innovative, original content to your audience. The form lets your audience follow you at any time and from any place. However, to succeed at podcasting, you do need to plan and commit your time over the long term. Here are three basics to creating great podcasts.
Find your particular niche. Despite the huge number of podcasts out there, you can still stand out if you offer something no one else does. Think of a reason people should listen to you instead of to other podcasts in your industry. Often, this just means thinking of a way to make your voice and delivery uniquely appealing. Give your podcast a specific goal, but remember, no matter what your subject, let your personality shine through. People can tell when you’re being genuine, and when you’re not. A great way to find your niche and your voice is to consider what you wish the world knew about your work and your industry and let that be your guide.
Plan your content. Content is key. Host interesting guests who are relevant to what you want to communicate. Focus in every episode on being a resource that provides value to listeners. Decide how long those episodes will be and how frequently you will release them. Posting weekly is a great way to go. Consider segmenting your show following a standard structure—introduction, feature piece or guest interview, closing remarks. Try out different formats for the first few shows, and ask for listener feedback to fine-tune what you’re doing. Plan four to six weeks of content before launching, so you know you have a great lineup of podcasts ready to go. Finally, first write down what you plan to say, even if it’s just a guide and not a full script. Being spontaneous will make you sound unique, but the prewritten guide will keep you on topic.
Focus on a successful launch and ongoing program. It is a good idea for your first podcast to feature a high-profile guest from your local area or industry. Going forward, invite individuals in your network who are knowledgeable and passionate about the topic you’ve chosen. Look for cross-promotional opportunities with your on-air guests. This will tap into their social networks and grow your audience. Other podcasters are also a great resource for useful pointers, so make the effort to develop relationships with them. You might also be able have them on your podcast to do cross-promotions that benefit you both. And never forget that it’s your podcast’s original, authentic content that will eventually grow your network, your audience—and your business!
