Five tips to set your company podcast up for success
Podcasting is on our minds lately, with a few clients starting or asking about podcasts to meet their remote marketing goals. If you’ve decided it’s time for your company to publish a podcast, here are a few things you can do to set yourself up for success.
Know your goals
Have a clear and realistic idea going in of what success looks like for your podcast. Chances are your company podcast is not going to make it into the top charts on Apple Podcasts. Define success for your team and leadership from the outset. A podcast can be labor intensive, so if you don’t know what success looks like, it will eventually become hard to justify taking the time needed to publish it.
Think in seasons
A podcast can be a never-ending treadmill, and it’s very easy to get your feet caught under you and fly off the end of the tread. Even if your podcast is intended to be ongoing like The Daily and not a limited series like Serial, it’s helpful to work on episodes in batches. If you’ve got a group of episodes in the works, you can have something ready to drop into the feed if an interview or approval gets delayed.
Be willing to pivot
No matter how well-considered your podcast plans, you may find one particular segment or approach resonates better with your audience. If it still meets your goals, bend towards what works for your company.
Have a producer
Someone has to have the job of “producer” for the podcast, making sure topics and interviews are in the pipeline and the hosts, editors, designers, etc., have everything they need to record, edit, publish and promote each episode. Some of the producer’s tasks can, of course, be delegated, but someone needs to “own” the role.
Seek professional help
It can be fun to research and purchase equipment and tools for podcasting, and it can be fun for the first few episodes to do everything yourself, and you’ll miss out on some of that if you bring in professional assistance in editing and recording. But consider whether that’s the best use of that person’s time, given all their other responsibilities.