Marketing professionals agree, podcasting is one of the best ways to develop a following and establish yourself as a thought leader in an industry. However, creating content for a podcast isn’t as simple as other methods of outreach.
While there’s no “right” way to reach an audience through this medium, many approaches have led others to dead ends. Whatever your objectives with podcasting may be, a strong plan is the key to seeing good results.
Below, 12 members of Forbes Coaches Council offer their best advice to first-time podcasters to help you figure out the best strategy for success for you.
Forbes Coaches Council members share their best advice for first-time podcasters.
1. Know Why You Are Doing It
Know why you are doing a podcast in the first place. Specifically, define your purpose for it. Are you an expert that uses a podcast as a marketing tool for your business? Or are you a podcaster with business advice to offer? Being crystal clear as to this distinction is critical for you, as it will determine your schedule and your investment of energy, resources and time. – Kevin Black, Black Market Leadership
2. Learn From The Inside Out
I’ve always found that learning from the inside out is a good practice. For podcasts, there are many videos, books and, yes, even podcasts telling you how to do it, but nothing is as effective as working on them. Before you launch, learn from the inside. Target some podcasts you admire and get a guest spot there or support them in some way. Make podcasts an ongoing practice. – Kathi Laughman, The Mackenzie Circle LLC
3. Plan For Targeted Success Outcomes
Before starting a podcast, plan for your success outcomes. Be honest about your motivation for doing a podcast. Be clear on your core target audience. Be truthful about the amount of time and money it will take to reach your audience. Most podcasts reach fewer than 1,000 listeners. Creating targeted outcomes ensures that, on day one, you are taking the right steps to create your vision of success. – Tracy Levine, Advantage Talent, Inc.
4. Enlist The Help Of An Expert
Enlist the help of an expert to learn the craft. Many successful podcasters are willing to share their expertise with newcomers. Some even offer classes or coaching on starting a podcast. Seek out their knowledge and learn from their mistakes. No need to reinvent the wheel when there are loads of experts willing to share what they know! – Cheryl Czach, Cheryl Czach Coaching and Consulting, LLC
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5. Be Clear About The Value You Want To Provide
Be clear about the value you want to provide for listeners because that is why people will listen, and then consider the time frame needed for such value to be delivered. Your goal is to deliver the most value to your audience in the least amount of time. With clarity around both, you will be able to structure your podcast, guests and messaging correctly. – Shane Green, SGEi
6. Find Your Unique Voice And Positioning
Find your unique voice, positioning and style, and be consistent. Don’t be afraid to be different and, at the same time, don’t wait to be perfect before you launch your podcast. How about including an avenue for listeners to offer suggestions? I have received much constructive feedback from well-meaning listeners, and it’s been more valuable than any lesson you can pay for. – Chuen Chuen Yeo, ACESENCE
7. Rehearse And Prepare
Make sure you rehearse and prepare! It’s important to find the right balance between talking and interactivity. If you are fielding questions, have a contingency plan, much as you would with a live presentation. Know what you’ll do if you lose your place or get a question you didn’t expect and can’t answer immediately. – Kathy Bernhard, KFB Leadership Solutions
8. Be Consistent In Your Posting
Podcasts are a great way to promote yourself as a thought leader within your industry. However, in order to gain a following, you’ll have to be consistent in your posting. At minimum, post your podcast two times a month, preferably every week, and always on the same day! If you are predictable and consistent in the ears of your listeners, you’ll position yourself well to be a leader in the industry. – Jon Dwoskin, The Jon Dwoskin Experience
9. Make It Conversational
People often listen to podcasts when jogging, driving or taking a break from endless Zoom calls. Think of the listener and make it conversational, pithy and memorable. Make it worth listening to. Have something to say and make it actionable. Find a new angle. And leave them wanting to hear more from you, their new “go-to” guru. – Rebecca Lea Ray, The Conference Board
10. Record Episodes In Advance
As a seasoned podcaster, I would recommend that first-time podcasters have at least ten episodes available at the time of launch, along with a schedule of upcoming episodes ideas and guests to ensure consistent delivery. Once someone listens to one episode and enjoys it, chances are they will want to devour more. Be ready to help them binge on your great content. Don’t forget to have a call to action! – Debra Kasowski, Debra Kasowski International
11. Don’t Try To Mimic Other Podcasts
Don’t try to mimic what other, top-performing podcasters are doing. That market is already tapped. Instead, focus on covering a topic your target audience really wants to hear about. You want your podcast to be unique, and it needs to focus on a topic that is in demand. – Allan Dib, Successwise
12. Use Your Guests To Market It
Don’t forget to use your guests to market the podcast. Building an audience is one of the biggest challenges. If you choose guests with large social followings and encourage them to share, you can grow your exposure quickly. Ask guests to share the link to the podcast and send them sample marketing copy to make it easy. Email them when it goes live and tag them so they can easily share. – Krista Neher, Boot Camp Digital
Top business and career coaches from Forbes Coaches Council offer firsthand insights on leadership development & careers.