Podcasting for business is a very different game from randomly chasing after download numbers. If you want to learn the game, here’s a primer on the key places in which you need to put your attention.
Step 1: Give your podcast a really good name
How to name your podcast
A podcast name is often the first indication about who you are and what your show is about. For that reason, your show’s name is kinda sorta ALL-IMPORTANT. Spend some time on it, and woo-woo as this sounds, pay attention to the signs, symbols and metaphors that resonate with you.
A good podcast name should be descriptive and creative, giving potential listeners a peek at what to expect as they dive into your latest episodes.
Step 2: Make sure your podcast has a great host who is committed and invested
How to choose a podcast host
Every show needs a host! Whether it’s a show on TV, or a radio show or other podcasts that you follow, you’ll find that the one thing that tends to draw people in and keep them engaged in the piece of content is the quality of that host.
The host has the role of moderator, the role of curiosity and question driver, and the general job of holding the show together. So picking a good host for your podcast is quite key.
Four key areas to pick the perfect host for your podcast show.
- The first thing to think about is your organizational chart. Your host needs to be senior.
- The second thing you want to think about is the personality of the host. Do they enjoy the role of interviewer and storyteller?
- Think about the degree of follow-through the person brings. Are they punctual, consistent, and likely to stay invested?
- Make sure that your host holds a high level of accountability for the business goals that the podcast is feeding into. This is often missed in the grind.
Step 3: Once you have a host, make sure that your host (even if yourself) is well trained
How to set your podcast host up for success
Showing up on the regular, and making sure that you bring the right vibe to represent your organization to multiple stakeholders is a hard job as a podcast host. And it’s probably not always appreciated as much as it should be.
A company needs to make sure that a podcast host receives the assets, the training, and the input that they need to keep doing their job. Hosts with support are more likely to bring the levels of follow through and accountability to your business goals that podcasting needs.
There are four main areas to cover in order to make sure that your host is well trained
- The key messaging for your podcast
- The ‘why’ of your podcast
- Ownership of the business goals that your podcast serves.
- On-demand brainstorming to keep at podcasting.
Step 4: Set your podcast up with the simplest technology you can
Want to learn how to build podcast infrastructure that pays?
The only tech you need to create a podcast
When professionals talk about podcasting, they usually hit you with a whole lot of details that are quality-oriented and involve production details. This comes from the fact that podcasting is now in its second wave, and when it first became popular about 15 years ago, it came very much from a high-quality show production heritage with many radio hosts and music artists using it. In its newer starring role as a content marketing tool to drive business outcomes it has therefore found many early adopters in the technology and business-to-business space. This means that even today, podcasting can feel forbidding and overwhelming to the average person looking to produce content.
Podcast listeners are very active, loyal, and engaged. And typically they look for fairly foundational quality standards! So there is zero need to overdo the tech stack of your podcast.
Step 5: Get really clear on who your podcast audience is
How to find your podcast audience
Defining your podcast’s target audience is the first step to building a strong community around your show before you even record your first episode. Your strategic process must begin with a clear definition of who you are talking to in your podcasting conversations, panels, and solos.
Before you grow your podcast audience, you first need to know what your audience needs.
Luckily there are some simple ways to find out who your audience is, and what’s occupying their headspace, that are much easier than they seem.
- Think about your business niche
- Your framework for building a podcast UVP (unique value proposition)
- Proof of concept: Ask your current audiences what will serve them – prelaunch
- Get to know your early listeners – 3 months post launch of your podcast/guesting
- 6 months into podcasting ie: further into your journey here are some things to do
- Ask yourself some questions about your podcast.
Step 6: Get the word out about your podcast by guesting on other people’s podcasts
Podcast guesting >> how to successfully pitch a podcast host
Guesting on someone else’s podcast is one of the best ways to get your content out there to a whole new batch of people, with relatively low effort on your part as a subject matter expert (think business owners; or department leaders). This is exponentially more important if you already have a podcast for your brand.
In comparison to other forms of promotion for your podcast, podcast guesting is quicker and potentially much easier for your host, or alternative stakeholder in the business, who’s time is super valuable.
Here are some things to remember as you pitch yourself as a guest on a podcast
- Put the host first and lead with context of what you can offer their audience
- Make a memorable pitch
- Offer guest credibility in the form of a clear body-of-work
Looking for a more detailed podcasting resource?
If a podcast is on your mind, and you plan to do it yourself, we have resources.
In our podcast program focussed on building business (over audience) we cover:
📝 The podcast business case
📝 Building a podcast brand
📝 Setting up and integrating with the right podcast technology
📝 Deploying the robust marketing plan that will take you through the crucial first quarter to help you rank in the top 25 podcasts in your industry in six months.
About your trainer
My name is Susan Diaz and I co-host 2 podcasts, The 4am Report, a top 25 ‘Canadian marketing podcast’, ranked just below marketing demigod Neil Patel. And ABCDEI, an inclusion podcast that is focussed on unlearning bias, one alphabet at a time, like children would. ABCDEI is a top 5% podcast, globally!
We’ve leveraged the success of these podcasts, as well as the podcasts we deliver for top brands as a podcast agency (c+p digital), spanning B2B across finance, future of work, marketing, and tech, to bring you a 101 primer on launching and running a ‘top 25’ podcast in your industry. Full of easy podcast wisdom, frameworks, checklists, workflows, and tool suggestions this program will serve you if podcasting FOR YOUR BUSINESS is on your plan for 2023 and beyond.