Hosting a podcast is not easy.
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. And it’s probably not always appreciated as much as it should be.
As an organization, you need 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 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, and fully in the know about what your firm’s podcasting strategy is.
1. The key messaging for your podcast
What will your podcasts talk about? How will that break down? As your host gets into discussions with guests, how will they guide the conversations to make sure that they’re staying on topic? Make sure that your host is clear on the key messaging of your podcast – ideally two to three pillars – and is staying true to them.
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2. The ‘why’ of your podcast
This is where I think many people fall down. We often hear: “we need to have a podcast because everybody in our industry has one” or “nobody in our industry has one”. Your “why” needs to go deeper than that. Try to fill in this: We (details of who) provide clear information about X (details of topic) to Y (details of audience). To create a podcast unique value proposition, cover who, what, why, and how it is different from everything else out there. Your host will benefit from having that messaging laid out clearly.
3. Ownership of the business goals that your podcast serves
The third thing that your host needs is clearly laid out business goals that the podcast will feed into; along with a plan on how the return on time and resources will be measured. You do want to make sure that the person chosen as your host is a key stakeholder when it comes to the ownership and the accountability towards that business goal.
4. On-demand brainstorming to keep at podcasting
Hosting a show is a big commitment. It takes energy! Therefore it’s important to make sure that your host has a sounding board. Somebody to talk to, or who can support with notes to review, or discussions as needed. Please remember to take into account that different people need help in different ways. Some people are very much in need of a clear outline ahead of an intereview. Others just like to talk out a game plan to get their energy right. Podcasting cannot be an isolated journey in which the host is figuring it all out for themselves. You want your host to have a team with them to be able to give them valuable input in a way that they value.
Hosts are different, just like people are different. Set up your host right using this framework, and you’ll ensure that they’re showing up at the top of their game for a long time!
