You’ve done your podcast reconnaissance, and are convinced that this is the year you’ll start your own podcast for your business. Whether you’re looking to monetize said podcast, increase your conversion rates, or bolster your content strategy, podcast production is the precursor.

But, let’s be real. There’s a big difference between releasing a recording and branding a successful podcast.

How do you accomplish the ladder – and avoid the former? Ahead are a few shared characteristics of successful business podcasts.

1. Consistent release. Some podcasts, like Alanis Morissette’s ‘Conversation with Alanis Morissette’ are uploaded once a month. Others, like ‘On Being’ with Krista Tippett drop every single week. So long as your listeners know when to tune in, they’ll become accustomed to downloading yours as consistently as you publish it. If you are traveling or need to take time off, pre-record podcasts so you’ll have them ready and your listeners don’t have to miss a week.
2. Choosey topics. Most podcasts adopt one of a few different styles. Some, like Search Engine Nerds, operate on a more traditional interview, interviewee talk show format. Others, like the ever popular S*town, lend themselves better to storytelling. You can change up your style depending on the topic du jour (or week). However, it’s always good to consider whether a specific set of material would be better communicated in a YouTube video or blog post. With an endless array of topics, there’s no such thing as too niche. The goal is to make sure it aligns with the interests of your audience and is delivered in a professional manor. Which brings us to our next point.
3. Quality audio. There’s no way around this one. If your podcast sounds like it was recorded at the bottom of a well, there’s no guest or topic interesting enough to save you. Investing in some good equipment and learning how to produce are steps one and two. Research and procure tools specific to creating and editing audio content. At minimum, budget for microphone, headphones, and software to help you craft quality material.
4. Invested audience. If a podcast airs and no one listens, did it really make a sound? You don’t have to get philosophical to realize that a podcast without an audience is essentially you talking to yourself. So, how do you build an invested podcast audience? New listeners can come from just about anywhere, but one of the best strategies is to tap the established audiences of your podcast guests or book yourself as a subject matter expert on a podcast in your field. Don’t be shy about reaching out and asking how to get booked as a guest. Most podcasts are receptive so long as it fits within their content calendar.
5. Expert guests. Even if you’re not an expert on a particular subject, your guests should be. What you can specialize in is steering the conversation in the right direction. Keep your chat focused and have a plan to draw out the most interesting pieces and parts from their background to future predictions.
6. Organized preparation. This ties into our point above. Don’t depend on your guest to carry the conversation. Know where you’d like to begin and end at the very least. Come prepared with questions of all variety and make sure your guest has access to them in advance. Do your research and make sure to leave a little room for the unexpected, too.
7. Overall excitement. The more you genuinely enjoy recording your business podcast, the more it’ll translate. Literally. You’ll emote a detectable excitement in your voice if you’re having fun. And if not, well, that’ll come through too. When you need a little reminder about why you do what you do, remember that meeting new people and sharing their stories is always a worthwhile endeavor.

Are you more visual than auditory? Subscribe to our YouTube channel for Season 5 of our weekly digital marketing video series where SEO and CEO extraordinaire, Eric, shares the latest in industry news and marketing strategies. On the docket: insights on the new PageRank Patent Update, Facebook’s Cryptocurrency, and Netflix’s investment in billboards.

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