If you're considering starting a podcast for your brand, it's important to evaluate its potential before diving in.
I run a few brands, and I was considering turning one of my spare bedrooms in my house into a content room and starting a podcast for one of them. But, is it even worth starting a podcast?
I was going to do it for fun, invite awesome guests over, and network with new people. A win/win, right?
But, I needed to be smart about this decision, and here are a few factors to consider when evaluating the podcast potential for your brand.
Understanding Your Audience and Content Fit
Before starting a podcast, it's important to understand your target audience and how your content fits their needs.
Who is your ideal listener? What kind of content do they enjoy consuming? What topics are they interested in?
Answering these questions will help you create content that resonates with your audience and keeps them engaged.
Defining Your Podcast's Unique Selling Point
With so many podcasts out there, it's important to have a unique selling point (USP) that sets your podcast apart.
What makes your podcast different from others in your niche?
Is it your storytelling style, the guests you feature, or the topics you cover?
Defining your USP will help you attract listeners and stand out from the competition.
Assessing the Competition and Finding Your Niche
When evaluating the potential of your podcast, it's important to assess the competition and find your niche.
Who are the other players in your niche? What are they doing well, and what can you do differently?
Finding your niche will help you target a specific audience and create content that resonates with them.
To summarize, evaluating the potential of your podcast requires understanding your audience and content fit, defining your USP, and assessing the competition and finding your niche.
By taking these factors into account, you can create a podcast that resonates with your target audience and sets your brand apart.
Let's continue.
The Podcasting Basics: Starting Strong

If you're considering starting a podcast for your brand, there are a few things you need to consider to ensure you start strong.
In this section, we'll cover the basics of podcasting, including crafting your podcast brand and storytelling, choosing the right format and topic, and planning your content and editorial calendar.
Crafting Your Podcast Brand and Storytelling
Your podcast brand is your unique identity in the podcasting world. It's what sets you apart from other podcasts and gives your listeners a reason to tune in.
When crafting your podcast brand, consider the following:
- Your podcast name: Choose a name that's easy to remember and relates to your podcast's topic.
- Your cover art: Your cover art should be eye-catching and represent your podcast's brand.
- Your intro and outro music: Choose music that represents your podcast's tone and sets the stage for your listeners.
Once you've established your podcast brand, it's time to focus on storytelling. Your podcast should tell a story that engages your listeners and keeps them coming back for more.
Consider the following when crafting your podcast's story:
- Your podcast's topic: Choose a topic that you're passionate about and that your listeners will find interesting.
- Your podcast's format: Choose a format that works best for your topic and your audience. This could be an interview-style podcast, a narrative-style podcast, or a conversational-style podcast.
- Your podcast's tone: Your podcast's tone should match your brand's personality and the topic you're discussing.
Choosing the Right Format and Topic
Choosing the right format and topic for your podcast is crucial to its success. When choosing a format, consider your topic and your audience.
Here are a few formats to consider:
- Interview-style podcast: This format is great for discussing industry topics and interviewing experts in your field.
- Narrative-style podcast: This format is great for telling a story over multiple episodes.
- Conversational-style podcast: This format is great for discussing a variety of topics in a conversational manner.
When choosing a topic, consider your audience's interests and what you're passionate about. Your topic should be something you're knowledgeable about and that your audience will find interesting.
Planning Your Content and Editorial Calendar
Planning your content and editorial calendar is essential to keeping your podcast on track and consistent.
When planning your content, consider the following:
- Your podcast's length: Determine how long each episode will be and stick to it.
- Your podcast's frequency: Determine how often you'll release new episodes and stick to a consistent schedule.
- Your podcast's topics: Plan out your podcast's topics in advance to ensure you have enough content to keep your podcast going.
Creating an editorial calendar can help you stay organized and on track.
Your editorial calendar should include the following:
- The date each episode will be released.
- The topic for each episode.
- Any guests or interviews scheduled for each episode.
By following these podcasting basics, you'll be well on your way to starting a successful podcast for your brand.
Technical Aspects of Podcasting

If you're new to podcasting, the technical aspects can seem overwhelming. But with the right equipment and software, you can produce a high-quality podcast that engages your audience. In this section, we'll cover the key technical aspects of podcasting to help you get started.
Selecting Equipment and Recording Tools
The first step in creating a podcast is selecting the right equipment and recording tools. The most important piece of equipment is a good quality microphone. A USB microphone is a great option for beginners as it's easy to set up and use. Some popular USB microphones include the Blue Yeti and the Audio-Technica AT2020.
Once you have your microphone, you'll need software to record your podcast. GarageBand (for Mac users) and Audacity (for both Mac and PC users) are both free and easy-to-use recording software options. You can also use paid software like Adobe Audition or Hindenburg Journalist.
The Editing and Production Process
After you've recorded your podcast, it's time to edit and produce it. Editing involves removing any mistakes, adding music or sound effects, and adjusting the volume levels. You can use the same software you used to record your podcast to edit it.
Once you've finished editing, you'll need to produce your podcast. This involves exporting your podcast as an MP3 file and adding ID3 tags like the title, artist, and album artwork. You can use software like iTunes or ID3 Editor to add ID3 tags.
Publishing and Distributing Your Podcast
Once you've produced your podcast, it's time to publish and distribute it. You'll need to find a podcast hosting service to host your podcast. Some popular options include Buzzsprout, Libsyn, and Podbean. These services will provide you with an RSS feed which you can submit to podcast directories like Apple Podcasts, Spotify, and Google Podcasts.
Submitting your podcast to directories is important as it makes it easier for listeners to find your podcast. You can also promote your podcast on social media, your website, and other marketing channels to increase your listenership.
In summary, podcasting requires some technical knowledge and equipment, but it's not as complicated as it may seem. With the right microphone, recording and editing software, and podcast hosting service, you can create a high-quality podcast that engages your audience.
Marketing and Growing Your Podcast
Once you've launched your podcast, it's time to start promoting it and growing your audience. In this section, we'll cover some effective strategies for building a community and engaging with your listeners, promoting your podcast on social media, and measuring your success with metrics and feedback.
Building a Community and Engaging Listeners
One of the most important aspects of podcasting is building a community around your show. Engaging with your listeners and creating a sense of community will help you retain listeners and attract new ones.
Here are a few strategies for building a community:
- Encourage listeners to leave reviews and ratings on platforms like Apple Podcasts, Spotify, and Google Podcasts. Positive reviews and ratings will help your podcast rank higher in search results and attract new listeners.
- Respond to listener feedback and questions on social media and in your episodes. This will help you build a connection with your audience and show that you value their input.
- Consider creating a private Facebook group or Discord server for your listeners. This will give them a space to discuss your episodes and connect with other fans of your show.
Promotional Strategies and Social Media Presence
Promoting your podcast on social media is a great way to attract new listeners and engage with your existing audience.
Here are some strategies for promoting your podcast on social media:
- Share each new episode on your social media channels, including Twitter, Facebook, Instagram, and LinkedIn.
- Create promotional materials like audiograms, quote graphics, and teaser videos to share on social media. These will help grab your followers' attention and entice them to listen to your show.
- Consider running paid social media ads to promote your podcast to a wider audience. Platforms like Facebook and Instagram offer highly targeted advertising options that can help you reach the right listeners.
Measuring Success with Metrics and Feedback
Measuring your success and getting feedback from your listeners is crucial for improving your podcast and growing your audience.
Here are some strategies for measuring success and getting feedback:
- Use podcast analytics tools like Chartable or Podtrac to track your downloads, subscribers, and listener demographics.
- Create a listener survey to gather feedback on your podcast. Ask questions about what they like and don't like about your show, what topics they'd like to hear more about, and how you can improve.
- Consider inviting guests onto your show to attract new listeners and add variety to your content. Guests can also help promote your show to their own audiences, which can help you reach new listeners.
That was a lot… but if you're ready to start a podcast — check out my free guide on how to start it here.