The Ultimate Guide to Podcasting
Written by Dana DeSantis
So - you want to start a podcast, huh?
“As of February 2021, there are just over 1.75 million podcasts-“ (Podcast Insights)
How will you stand out? That’s where we come in.
We’ve compiled advice from roughly twenty reliable sources to bring you the ultimate guide to podcasting. This blog is a Podcasting 101 crash course to help beginners decipher the smoothest route to make their audio dreams sore.
‘The Ultimate Guide to Podcasting’ answers the following questions:
What’s the definition or meaning of podcasting?
What’s the best podcasting equipment?
What should I name my podcast?
What are the best podcasting hosts?
How do I build my podcast audience?
And more…
If you’re searching for a particular question, we suggest simultaneously pressing down on your ‘Command’ and ‘F’ keys to search for your answers.
The Background of Podcasting
So – what is podcasting?
Podcasting is the act of performing a series of spoken word audio episodes that users of podcast host platforms can edit, upload and release to build an audience of listeners.
Why should you start a podcast?
It’s the biggest untapped market online. According to Adam Enfroy, businesses in 2018 “-spent nearly $497 million on podcast marketing efforts-”. In the Infinite Dial 2020 study, it stated that “More than one-third of Americans age 12 and over (104 Million) are consuming podcasts regularly-.” As stated above, there are over 1.75 million podcasts available to tune in to as of February 2021. Comparing that to any other media platforms, that’s substantially low.
Active YouTube accounts each month? 2 Billion
Active blogs that post at least once per month? 31 Million
Active Instagram accounts each month? 1 Billion
With a low amount of active podcasts, yet a dedicated listening fanbase that’s steadily growing, the thought of starting your podcast is a no-brainer.
Even the big-wigs have been showing interest. Vulture, an entertainment-based new site, stated that in early 2019, large corporations, including Spotify and Amazon, bought into the podcasting realm. They snatched up platforms like Parcast, Anchor, and Megaphone.
If you’re not convinced yet on how a podcast can help gain you an audience - in our ‘The Power of Podcasting' article, we talk to Jason Cercone about how podcasting can bolster a brand.
"It's still relatively new, so for brands that are looking for an innovative content strategy and way to reach their audience, podcasting is the iron to strike." - Jason Cercone, The Power of Podcasting.
Before you dive in, let’s go over how to set your podcast up for its big break.
Planning the Basics of Your Show
Why are you starting a podcast?
Identify your ‘why’ so that you can cater the way you speak to your audience to fit the purpose of your actions.
Are you a hobbyist? A Freelancer? A business? A Marketer?
No matter what you classify yourself as - determine what it is and keep it in mind when defining your podcasts’ classifications.
Who is your podcasts’ demographic?
To pinpoint your target audience, you’ll have to do some crucial thinking. Finding your persona helps to concretely mold your content around the audience you’re aiming to receive. We suggest making a target persona image so that you can reference it when creating your content.
If you do not already have an audience, you may feel like you’re talking into the void for some time before the listeners come flocking. Luckily for you, The Podcast Host surveyed 780 people and stated that only 37% of those individuals judge a new podcast on if they have heard of the podcaster or not.
What should you name your podcast?
It’s easy to get swept up into believing a clever name will be best, but it also comes with a few downfalls. A witty, unique name with no tie-in to what you’re trying to present to your audience. Without the topic prominent in your name, the people you’re trying to reach may have a hard time finding you during their search. Try and keep at least one keyword in your podcast name to pair with your target persona faster.
That said, you also don't want to make the title insanely boring with a plain, descriptive name. It can help with searches, but it may not be appetizing to click on. Make sure you keep your podcast name relevant but exciting.
How to Create Your Episodes
How long should a podcast be?
Many podcasters base their episode lengths on 'the average commute time.' This ranges anywhere from 20 to 45 minutes. Podcast Statistics for 2021 also show that 80% of listeners tune-in to most, if not all of, a podcast episode that interests them. Ultimately, your episodes should be based on the amount of content you want to present and how long your specific audience likes to listen. If you realize your listeners only tune into 15 minutes of your 45-minute podcast, cut it down and make each subject straight-to-the-point. If they’re begging you for more, give them more.
Whatever your episode length is, make sure you're consistent with it – but don't lag it on just to meet your committed timeframe.
How often should you release new podcast episodes?
The best schedule that you can put in place is one that is the most frequent yet do-able. Remember to put quality in front of quantity. Your valuable podcast episode will always do better than a bunch of unimportant content.
Most articles suggest starting with 3-5 episodes completed before launching your podcast.
You can also always choose to make your podcast seasonal. These podcast stream types about 6-12 episodes per season and covers one topic in full detail. For example, if you're a podcast that speaks about how to start a podcast – your first season could be all about 'Planning the Basics,' season two could be 'Creating Your Episodes,' and so on.
What is the best podcast format?
It depends on what you're trying to do or have the capability to do. You also don't always have to keep the same format every time.
If you don’t have another to chat with, a monologue-like styled show will be your forte. This style often feels like talking to yourself, but if you’re able to focus on the fact that people will be listening once it’s uploaded – it’s easy to push that intimidating aspect aside.
Co-hosted shows allow a ton of chemistry to flow through your episodes, but it can come with many downfalls like timing issues, income splitting, and desertion, or loss of interest from a party.
A collaborative interview format is a nice way to meet in the middle of the two. It allows chemistry without dividing ownership of the podcast. Interviewing another can bring new audiences to your podcast as well as give yourself and your listeners a chance to learn something new. This format can be intimidating to some because of the practice of professionally speaking with others. It can also be time-consuming due to scheduling interviewees, set-up to lower technological issues, and the comprehensive learning method to speak with purpose.
There are a few other formats like Roundtable (one host and multiple guests), documentary (the host talks over interviews, clips, stories), and docu-dramas (presenting information in an entertaining/dramatic fashion).
What makes a good podcast episode title?
Give people a reason to click and listen to your podcast. Without a clear purpose on why someone should tune in – they won’t.
Many use the tactic of ‘How to…’ or ‘Five Tips for…’ titles. The easiest way to bring purpose to your titles is to use keyword phrases that have to do with what you'll be talking about. If your episode will be going over how to record a podcast – use phrases like podcast recording, how-to, podcast software, podcast editing, episode scripting, etc.
Also, try and think up what your description will be during this time and what categories your podcast will land under. If you can explain your podcast episode in 140 characters or less, you've got a great understanding of your episodes' purpose.
For some inspiration, check out this post by Podcast Insights.
What’s the best software to use to record a podcast?
There are software applications galore on the internet, so how do you choose which one will work best? Consider your computer make, quality, and useability when deciding the software that functions most efficiently for you. If you have a Microsoft computer and the software you want to use only works with MAC, it's going to be an issue. It's the same as if you have a 2013 Mac computer, and it doesn’t have the download capacity that the software requires.
Here are some of our favorites:
Audacity: FREE & easy for starters in editing
Adobe Audition: Learning curve and $20.99 USD/month
Alitu: Easiest, but $28.00 USD/month or $280 USD/year
GarageBand: FREE on Mac to download
Hindenburg: FREE 30-day Trial, $95-$500
A few of our favorite Video Chatting software for interviews:
Zoom: FREE for two people, FREE for up to 40 minutes with more than 2
Squadcast: Price range from $20-$150
Iris: $9-$29/month
Ecamm: Subscriptions from $16-$32/month
What is the best equipment to record a podcast?
Again – so many options. Where do you begin?! Sound quality should be the #1 priority when creating your podcast. It is an audio-based platform, after all.
We've researched a bunch of options to answer this question with certainty, and here are the products we've seen recommended over and over:
Audio2000 S106A microphone ($28.99)
Giant Squid microphone ($40)
Samson Q2U microphone ($69.99) suggested by The Podcast Host
Rode Smartlav+ microphone ($75.00)
Blue Yeti microphone ($96.46) used by Marketing Pittsburgh
ATR2100 microphone ($99.00) suggested by The Podcast Host
Rode Procaster microphone ($229)
SC6 Splitter dual-audio input ($19.95)
Saramonic SmartRig+ audio mixer ($129)
Zoom PodTrak P4 multitrack recorder ($229)
Audio-Teachnica ATH-M50x headphones ($149) suggested by Adam Enfroy
Need some more information on podcast equipment?
The Best Podcast Microphones for 2021 by The Podcast Host
A Podcast Equipment Checklist for Any Set-up or Budget by Castos
Best USB Microphones for Podcasters by The Podcast Host
Best Podcast Equipment (For Beginners & Pros) by Podcast Insights
How do you script a podcast episode?
This process can be a strenuous task, but we have some tips on how to make it simpler.
After you figure out your podcast format, you'll want your script to flow well with it. If you're doing an informational solo podcast, make sure to pick one solid topic and break it into 3-5 key categories to allow easy transitions.
For example, that script may be similar to the set-up below:
Introduction
Basics of Podcast Topic
Category 1
Category 2
(ad/sponsor break)
Category 3
Overview on Key Moments
Outro
Having a script like this will also help you later on when transcribing your content to your website. More and more podcasters are releasing text copies of their podcast so that listeners have an easier time following along or taking notes. If you're planning to start an informational podcast, we suggest checking out Scribie.
To avoid coming off like you're reading text, use bullet points instead of full sentences. This will allow your true voice to come through so that the audience can listen to the real you. Although, it's best if you keep your open and closing statements scripted, so there is the aura of professionalism integrated into your podcast. It would help if you kept all sponsorships or affiliations scripted as well. To avoid these from being dull, add your personality into it if you can.
What’s the best way to create a good intro & outro to your podcast?
The start and end of your podcast should be kept between 30-90 seconds. Scripting out what you'll say will help you keep in that timeframe. Although this rule of thumb doesn't apply during your first episode when you're first introducing yourself and what your podcast is all about - which we urge you to do.
Make sure to include what the audience will get out of listening to your podcast, what the podcast is about, and who you are. The outro should thank your audience for listening and leave them with something to do (one call-to-action). We suggest doing multiple takes of both (intro & outro) to have different options when editing.
If you plan to add music to this portion, make sure it is mixed well with your voice-over. Making it softer than you think it needs to be is often the best practice. To test this, try listening to what you’ve come up with on different devices (computer, speakers, phone).
Dealing With The Aftermath
What are the best practices when editing your podcast show?
If you've never edited audio or video before, this portion of podcasting can be the scariest. Thankfully, if you've listened to the guides above, your podcast should be a straightforward masterpiece in the making; editing simply helps you wipe the dust away.
Linked below are some articles that may help you learn how to work with your chosen editing software:
10 Best Free and Paid Podcast Editing Software Products
7 Best Podcast Software to Edit and Record Your Show (2021)
Best Podcast Editing Software for Podcasters of All Levels
Should you get someone else to edit your podcast?
Having another person edit your show can be costly (depending on where you outsource from). Fivver is a viable option that allows you to choose from freelancer editors at multiple different costs, but the editing quality varies. There is also Alitu that we mentioned earlier that practically does everything for you (at a price, of course).
Should you add music to your podcast?
Heck yes – this can bring a sense of professionalism to your podcast and can be a great way to transition your podcast segments if done correctly.
We suggest sticking to music only in the intro and outro of your podcast unless you feel confident enough in your mix & mastering skills to pull it off throughout the duration of your show.
We also encourage you always to ask permission if you're thinking of incorporating a small artist's music into your podcast to avoid legal issues.
Here are some great places to find music tracks:
Which podcast host should you choose to use?
Each media host uploads your episodes at an individual rate and distributes them to a differing number of directories (Apple Podcasts, Spotify, Stitcher, etc.). We use Anchor for our podcast, but we’ve heard great praise for Buzzsprout, Captivate, Transistor, Castos, Spreaker, Libsyn, and Blubrry.
How do you create the perfect cover art for your podcast?
Podcast cover dimensions tend to be 1400 x 1400, and max at 3000 x 3000. Apple Podcasts often change their size standards from year to year, so we suggest creating your cover art as close to the 3000 x 3000 mark as you can to spend less time in the future remaking it. These files will need to be uploaded in JPG or PNG form.
When developing your cover look, test it out on different varieties of devices (Mobile, Desktop, Laptop, TV, etc.) – you can use OnlyPod to preview these changing dimensions. Check out the guidelines for Apple Podcasts HERE.
You can reach out to freelancers through Fivver and hire designers at 99 Designs, The Podcast Design Company, Podcast Branding, or create your own in Canva, Adobe Photoshop, or Adobe Spark. Be specific on what you want your imagery to represent to audiences.
Focus areas to pay attention to would be font and consistency. Your font should shy away from gimmicky styles, and two or fewer fonts in your cover art are suggested. For consistency – your cover art should not change on different platforms. Ensure that your design can transfer easily onto Instagram, Facebook, and other platforms you may use.
What are the best ways to promote your podcast?
There are multiple avenues to focus on here – but due to the pandemic, online marketing is the way to go. In Adam Enfroy’s article, it states that "According to stats, 73% of businesses feel that social media marketing via Twitter, Facebook, and Instagram has positively impacted their business.”
Let us walk you through the best way to gain traction through your promotional efforts:
Figure Out Your ‘Why’
What do you want to achieve with your marketing strategy?
How will you track your success?
What does success look like to you?
Which channels for promotion do you want to use?
What is your value proposition, and what value do you bring to the market you're reaching out to?
Is that value clear in your messaging?
How do you want your message to come off to audiences?
Social Media Hacks
Short Video Clips
As we mentioned in our ‘Top Marketing Trends of 2021’ post, short videos are a trend that you'll want to grab onto. Record video alongside your audio and cut up the best highlights into small snippets to upload as a promo for your episode.
If you're having trouble with this, BuzzSprout has a built-in video/soundbite creator.
Email Marketing
Build your email list and send a newsletter every time a new podcast episode goes live. To build your email list, you'll most likely want to create a section on your website and urge viewers to sign-up through your podcast or posts on social media.
Promotional Images
Start teasing your upload 24 hours ahead of your release time to create buzz around your content. You can do this by creating video snippets, soundbites, quote imagery, the episode’s cover graphic, etc.
Listener Incentives
If you have the means to do so, giving your listeners gifts is a great way to get them invested in your content. This also stands for sponsorship deals – if you're able to get a discount code for your fans on a product you endorse and that fits with your podcast theme/topic, they'll feel gratitude toward you.
Make sure that the sponsor aligns with you and is of good quality because a bad recommendation can be perceived as a money grab.
Utilize Instagram Stories
Chat about the behind-the-scenes of your show throughout its production or during the week of the release. People like to get insider tips from influencers that they admire and find wise.
Facebook Groups Will Impact Your Success
Find Facebook groups that relate to your topic and mass share your posts. Every time you upload a new episode, link it into a post with a short description so that those interested in the topic you're speaking about it can find you easier. Along with this, find any subreddit, online forum, or hangout community you can to broaden your reach.
Share Testimonials from Fans During Your Podcast
Calling out a fan's name on your podcast as thanks for their review will help build loyalty from that listener; if you can, we suggest doing this at the end of your show to increase listener engagement time.
Call-To-Actions
Don't forget to advise your audience on what to do next. Once they listened to your podcast, what's the next move they should make?
Do NOT be afraid to ask them to follow you on social media, check out your back catalog, or leave a review – if you've put on an entertaining show, the least they can do is give you a gold star for it.
Collaborate with Others
Reach out to other podcasters that cover the same topics as you do and suggest promotion swaps, content collabs, co-hosted episodes, etc.
If you're mentioning anyone or any brand in your podcast, reach out to them with media content that you've already created (bonus points if the quote you pulled reference them) so that they can easily share your podcast with their audience.
All of that said, we encourage you to start simple. Determine if podcasting is something you want to delve into and if it will bring happiness into your life.
We hope that this post has given you some next steps to follow and/or think about.
If you didn’t know, we have a podcast of our own!
Check it out HERE and tell us what you think through a review.
Also: What other questions do you still have about podcasting?
Email dana@mktpgh.com to get your question answered!
More Fantastic Resources to Check Out:
Marketing Pittsburgh spoke with Jason Cercone all about the effect podcasting can have on a brand.
12 Months to Mastery (Podcasting Year Plan)
A stellar breakdown month-by-month to get you in the right mindset and prep you for the beginning struggles of your podcasting journey.
This blog gives you more information on the background of podcasting, why you should start one, and the best practices of the audio art form.
We Didn’t Know How to Promote a Podcast
Buffer goes over the major steps to get your podcast to the 'New & Noteworthy' section of iTunes.
This Vulture piece by Nicholas Quah does a great job at going over the changing dynamics that the integration of podcasting has brought to our current digital atmosphere.
Podcast Primer – Jason Cercone
This nine-page PDF covers the basics and breaks down the most important podcasting aspects to think about before you get started.