Podcast Best Practices: 10 Tips on Making a Great Show
Contents
Many brands and businesses are turning to podcasts as a marketing channel. Plenty of branded podcasts are raising the bar by releasing consistently quality content; however, a wealth of companies are not quite hitting the mark.
That's why we have created a list of podcast best practices—we want you to be able to enter this growing market and offer top-notch podcast episodes for your audience. But, before we dive in, let's look at why your company should consider starting a podcast in the first place.
1. Get S.M.A.R.T
All brands looking to podcasts as a marketing channel should always have a solid set of podcasting goals. Without clear goals for your podcast and its content, your show will lack direction and purpose for your listener.
During the phase where you are identifying your objectives, you need to get S.M.A.R.T. (specific, measurable, attainable, relevant, and timely) goals. During your initial podcast brainstorming session, ask what yourself- what do you want your podcast to achieve- what is the end goal here?
Here are several common branded podcast goals:
Generate leads
Establish authority
Build brand awareness
Gain subscribers
Attract high-profile clients
Increase your network
Build an active community
How do you achieve that goal? Below we break down each letter of the acronym so you can get a clearer idea of how you want your podcast to
S: SPECIFIC
For a goal to be effective, you have to get specific. A specific goal answers questions like "What steps need to be taken to achieve it? What needs to be accomplished? Who's managing or responsible for it? When do I want to achieve this goal?"
Ruminating on these types of questions can help you get into the weeds of what you're aiming for.
No one podcast is going to hit all of the above goals in one swoop- so instead of casting a wide net, be specific and strategic about what you want to accomplish.
M: Measurable
Quantifying your goals can sound tricky, but doing so makes it easier to track progress. So, how will you measure success? For podcasters, the instant knee jerk reaction is only monitor downloads. But there are many others to consider, too.
Again, it all depends on your goal. Are you aiming to generate more leads or attract talent? Build a strong email list or create customer connections through episode engagement? To get the best measurable data possible, you have to make sure the metrics you're tracking make sense.
S.M.A.R.T Goals can be directed towards improving your existing workflow rather than increasing your workflow. Think about how you would want to measure that workflow. Is it better audio quality? Increasing your episode frequency? Perhaps your mic technique?
No matter your goal, you want to tie it to measurable metrics. Any podcaster will tell you that podcast growth usually happens over a long period. So having specific KPI touchstones and using that data to drive decisions is key to expanding and perfecting your podcast over time.
Examples of measurable goals:
Build brand affinity → → Track and measure podcast downloads and external engagement
Recruit new employees → → Track and measure candidate pipeline
Gain high-profile clients → →
Thought leadership → →Track and measure external mentions of the podcast
Lead/demand generation → →Track and measure marketing-qualified leads (M.Q.L.'s) and Sales-qualified leads (SQL's)
Sales → → Track and measure deals created and closed
A: Achievable
Reality check time! Now that you have defined and refined your goals and metrics, you need to establish the time and resources you need to make the podcast.
Finding a host or hosting a show can take a lot of time and resources. Is there someone on your existing team who can do it, or will you need to look elsewhere and outsource? Then you have to consider thigs like scripting, pre-interview prep, equipment setup, recording, editing, reviewing and re-editing, written content, social copy- the list goes on and on.
"I want to be the #1 podcast in the world!" While that goal isn't entirely impossible, you have to ask yourself, can you achieve that with your niche content? The answer is probably no, so take your ambitions down a notch. Instead, why not aim to reach the top ten in the marketing category in the U.S.? With the right marketing strategy, that is achievable (trust us, we've helped make that happen).
R: Relevant
Refine your reasoning. Now is the time to go back and look at everything you've laid out so far to ensure it's relevant to your audience and goals. Aligning your audience and your podcast's concept is key to reaching a niche relevant to your brand.
Ask yourself, what goals make sense in combination with what you're doing? Do your goals, your content, your audience, and even your personality fit each other? Does your podcast align with your broader marketing goals? And what about other marketing campaigns and channels? Will the topic you've chosen still be relevant next quarter?
Remember, every podcaster wants to succeed, so take this initial stage to evaluate how relevant your podcast's overall metrics are, compared to larger company goals.
T: Time
Create a deadline for your goals and break it down into actionable steps.
After stress-testing your podcast, give yourself a timeline and establish any time constraints. Having a specific (and realistic) deadline is essential for most projects.
Map out your podcast calendar. Then, start thinking about when your podcast will launch, how many episodes you need to produce, and how many episodes you want in the docket before you launch. Also, what other marketing collateral that will run parallel to your podcast? (Cover art and branding, blog posts, videos, and social media etc.).
For branded shows, do you need stakeholders' approval? Do you have a dedicated designer that can work to your timeline? How long will it take for all these pieces to come together? What about constructing a paid-ads campaign? How long do you want it to run?
While you can set annual goals, quarterly or bi-annual checks could ensure that you're tracking against the plan.
2. Have a Consistent Publishing Schedule
Publishing episodes on regular schedule helps to generate listener loyalty. When audiences know when an episode is set to release, they will often go out of their way to tune in.
As you put together your content strategy, think carefully about when you want to publish that content. Most businesses implement a content schedule, which ensures that content is consistent and reliable. This schedule needs to be adhered to, especially if you want to maximize engagement.
A late episode here or there won't affect listenership. But, if you have a random episode release pattern, you will lose any listener loyalty you may have gained.
Assess how much time it takes your team to make an episode from beginning to end. From writing a script, guest research and prep, rehearsing, recording, editing, show notes, marketing content, and artwork. Use that timeframe to determine how often episodes can be released. Podcasts can be broken up into series to help keep production on schedule.
If you have planned everything carefully and still run out of time, warn your audience and apologize for the delay.
3. Respect Your Listener's Time
Your podcast's content needs to be crafted with your listener in mind. Whether your podcast is short and sweet, or a epic tale, you need to ensure that the content is well-paced. Don't overstay your welcome, and strive to understand how long it takes to get your message across.
A significant podcast best practice is to consider how long your episodes are. While the average podcast episode length is around 42 minutes, the time spent listening to podcasts is only 22 minutes (and that's for those listeners who commit beyond the first five minutes).
Be organized. Be considerate of your audience's time. Don't ramble and don't be afraid to leave chunks of redundant content on the cutting room floor during the editing stage.
4. Encourage Audience Feedback and Reviews
In times past, most, if not all of our pop culture was dictated by audience feedback. T.V. shows got canceled over poor viewership, albums discarded after slumping record sales- and ow the same is happening in the digital world.
Platforms like Apple Podcasts are controlled by algorithms that operate similarly to the rating systems of old. You know, the ones that used to determine what made it into the mainstream.
Ratings and reviews tell Apple Podcasts, "Hey, look over there - this podcast is getting noticed!" which helps boost your podcast in the charts and helps get more eyes on it.
But ratings and reviews aren't just about chart rankings. Sometimes, to keep creating great content, you need to get outside of your bubble. Tools like Speakpipe or even a Google Voice number give listeners the capacity to actively contribute to a show.
And then there's reviews.
Reviews are vital for the evolution of a podcast. Not only do those golden 5 stars encourage more listeners into the fold- but it also pushes listeners to give a visceral opinion on what they're just heard. Whether good or bad, reviews are valuable, and provide a small window into what is and isn't working for listeners.
Ask your audience for feedback. What is and isn't working for them? Can you make improvements with your sound quality, or the topics should be tackling? Include a call-to-action at the end of each episode and in your show shows to direct your listeners towards giving feedback. Take all feedback on board! Your listeners will often give feedback with good intentions- regardless of how positive or negative your feedback will be, they want you to succeed.
5. Know Your Audience's Interests
Growing your audience is often based on the content you're creating and how well it resonates with your listeners. Understanding which topics interest your listeners will help to bring in quality listeners.
To get an insight of what your audience wants you need to think about your "Ideal Listener." That one person you would love to have engaging with your show. For example, a marketers who needs constant updates on global marketing trends.
To map out this ideal listener you need to think about their Demographics (age, education, income, gender, relationship status, etc.). Psychographics (their opinions, values, interests, behaviors, attitudes, and lifestyle. And finally, Behavioristic (What's listening behavior? Are they brand loyal? How much time they spend listening to a similar podcast to yours? Where do they tune into podcasts; at the gym, washing up, on their commute etc.?)
When designing you Ideal Listener, be specific. Map out everything about them. Their age, occupation, family situation, job, income, hobbies, etc. You want to create content that tailored to them, so the more specific you can be, the better.
6. Rehearse, Prep and Coach Your Guests.
By reaching out to your guest before recording the episode, you can ensure everyone understands what to expect throughout the interview and that there are no surprises! You want to set your guest up for success.
Check all equipment. If your guest has never done a podcast interview before, they will most likely be nervous and sometimes intimidated by all the tech needed for recording. Guide your guest through simple microphone techniques and help them through their tech setup.
We suggest doing a brief run-through to test the audio.
If you're conducting an interview remotely, make sure your connections are strong enough for the entirety of your recording.
Have a chat: Don't just go straight into the interview. The key to getting the best information from an interviewee is to make them feel comfortable and relaxed enough to be open from the start. Ask them simple questions, "how's your day going?" "How was your weekend?"
Professional broadcasters do this all the time, and guests appreciate it. Before you record, talk about the interview, the format, overall length, and other helpful preparation.
7. Refresh Your Podcast
Refreshing your podcast can be an important step in generating helping to redefine your podcast. As we motioned before, your S.M.A.R.T. goals, you can take stock of podcast's content, and see if it is meeting your ideal goals. If not then it's worth taking the time to switch things up and give give your podcast a refresh.
Reevaluate Your Format: Can you add new segments? Perhaps answer listener questions, break away from your usual topics or even move your segments around.
Regularly Update your Intro and Outro: Is it time to update your intro music? Do you have the capacity to create a new introduction for every episode or maybe switch your call-to-action.
Repurpose Older Content: Your older episodes can be filled with useful content that can be refreshed and republished. If your have a high-performing episode why not repost it for new listeners. Why not create an end-of-season roundup episode or revisit past discussions.
Change Up Your Recording Space: Improve your audio and visual aesthetic by switching up your recording space. Buy new furniture, pictures, plants, etc. if you are creating a video podcast. Add additional soundproofing or recording equipment to help improve the audio.
8. Transcribe Your Podcast Episodes
Your podcast should be accessible to everyone. While we know podcasts are an audio medium; there is a place for written content. To increase the listener experience, transcribe all your podcast episodes.
Transcription is the process of translating audio into easy-to-read text. Not only are transcripts great for listeners, but creators too. Investing in transcripts is one of the most invaluable resources a podcaster can have- especially from a content standpoint. Transcripts are a treasure trove for content and are a repurposing dream. Lift text for pull quotes, blog topics, social media snippets, etc.
Inclusive: Podcasts rely on hearing audio to participate. According to the World Health Organization, over 500,000,000 people suffer from hearing loss, and podcast audio can be a significant obstacle for many. Transcribing your podcast episodes can only expand your audience further while simultaneously upgrading your reputation as an inclusive podcast that's accessible to all.
SEO: When optimizing your podcast for search engines, transcribing your podcasts will also help SEO. Google can crawl the text, which in turn boosts your searchability.
People Prefer Reading: It's not just deaf or hard of hearing audiences that benefit from transcripts, but also those who prefer to read or find it more convenient than listening.
Social Media Friendly: Transcripts make your podcast easier to share on all social media platforms, especially when pulling quotes, highlights, or interview segments.
Transcribing audio to text is easy nowadays with lots of online transcription tools. Otter, Rev, and one of our favorites, Descript, offer affordable plans that will help convert your audio to text.
9. Mic Technique
Using your microphone correctly can improve the sound quality of your audio. We recommend a few steps to make your audio sound more professional. Firstly, if you haven't already, invest in a stand or boom arm. Doing so will allow you to maintain an appropriate distance– about 3-5 inches to 1 foot away from the head of the microphone. We all know that all microphones behave differently, so you have to sped some time experimenting to find that sweet spot.
Invest in a pop filter to reduce the likelihood of your microphone picking up any plosive sounds. Plosives are produced by small bursts of air when a speaker uses one of a variety of consonant sounds (such as the first 'p' in the English word "podcast" or "puppy"). Other plosive consonants include the 't', 'k', 'd', 'b', and 'g' sounds.
Pop filters are thin pieces of circular mesh positioned in front of the microphone. These filters act as a barrier between the speaker and the microphone and help disperse the air so it doesn't interfere with the microphone's internal diaphragm.
We've already put together a comprehensive guide on Proper Microphone Techniques & Placement here.
10. Hire People
Creating the best podcast content possible won't come easily to everyone– Sometimes, you need to ask for some help. Hiring a professional team can steer you away from the usual rookie mistakes many first-time podcasters make. In addition, if you already have an established podcast, a strong production team will be able to audit your show and advise you on where you could improve it so you can achieve success.
Hire people to do the legwork for you. These jobs can include brainstorming topics, research, guest research, editing, overall production, scripting, handling marketing, sponsors, and general logistics.
SUMMARY
Audio content can be an essential tool in your marketing toolbox. So now that you know our tips and best practices, you can start to maximize the potential of your show. Keep evaluating the content you are creating, how your podcast sounds, what your listeners are saying, and the areas you need to improve.
Thinking of starting a podcast? Lower Street offers multiple services to help breath life into a podcast. Contact us today to see how we can help you build something great.
