Producing a podcast show isn’t easy. In the blog I’m going to share with you how to produce a podcast show and some simple steps to get you started. It’s not everything you need to know, but it will help the process along. There’s a variety of reasons why someone would want to produce a show. As the CEO and Founder of a tech start-up – The Room Xchange. having a brand voice in the form of a podcast show, keeps the company relevant and engaged with our community in an informed way.
CEO’s and founders need to come out from behind their desk and lend their voice to their brand. More and more consumers are looking to support companies who have something to say. If you don’t have an opinion about your industry, someone else will and if that’s the only voice out there, that will be the one that’s heard.
I was one of the first B2B podcasters in 2010
In 2010 I produced my first podcast show called ‘Red Tent Radio.’ Over the course of the following few years I produced over 100 episodes across three shows. I even made #1 on iTunes twice! The podcasts helped me to build a very healthy business advisory practice specialising in digital, marketing and building brands online.
Podcast show supported our capital raise and business model
Three years ago, when I started the development of The Room Xchange and in the throws of raising capital, I created a five episode, limited series podcast show about our company which I was able to send to potential investors. That, plus the media we attracted, got the attention I needed. I then raised $600k in my seed round which enabled me to take an idea and turn it into a reality.
Now that we’ve built a solid tech platform, our business model, brand and a strong company structure, we launched another podcast show called ‘Xchange Revolution’. This will be an ongoing episodic podcast that features luminaries who are changing how we live, work and play.
THERE ARE A NUMBER OF REASONS WHY I SEE VALUE IN A PODCAST SHOW
- Brand awareness
- Backlinks on all the major global podcast directories including iTunes, Google Play, Alexa, iHeart Radio, Spotify and Audible
- Free advertising when the guest promotes the episode across their social media
- Content for our website with inbound and outbound links to credible websites
- Social media content that adds value to our community that is not sales focused
- Content that can repurposed eg: turned into a video for youtube or a transcription for show notes
- Audio podcasts are easily digestible as the listener can do something else at the same time
- Build relationships with key business leaders for potential partnerships, cross promotional activities and introductions to their networks
- Your company is the main sponsor so you can have an advertising segment at the start for new product releases, tips etc
- You can learn a lot about what’s going on in the market place and from your guest
Stay connected with your community and social media followers
When I decided to launch Xchange Revolution, the timing was perfect. A few episodes in and Covid-19 hit. It gave me the opportunity to talk to our community in a way that was not sales focused but kept our brand alive and relevant during the shock of it all. As the dire news unfolded of what was ahead for us, I was able to tailor our conversations to suit the emotions of where our country was at.
Even though I’ve been podcasting for years, the industry and technology have changed immensely. We are fortunate today to have access to inexpensive software that makes the process easier. There are now multiple podcast directories to list your show giving it the opportunity to have great exposure. With the right equipment and a little no how, you can have a podcast show up and running in about a month.
HOW TO PRODUCE A GOOD PODCAST SHOW
- Having a clear plan for the outcome of your show
- Certainty around the kind of guests you want and stay in that lane
- Being a great listener makes you a great interviewer
- Ensuring the best sound quality possible as it’s all the listener has
- Having an automated system for post-production and marketing including marketing materials for your guest
DON’T DO THESE TWO THINGS
- Don’t try to keep up with a weekly interview release. It’s a lot of work getting it right in the beginning. Don’t focus on frequency to start with. Focus on quality and systems. Once you have that down pat, release more often. However, just make sure that whatever frequency you start with, you maintain. eg fortnightly.
- Don’t stick to a script. It doesn’t work. Don’t ask your guest to provide you with a series of questions either. It’s not natural. I think it’s lazy on the host part to ask the guest to provide questions. Have a framework, but be a good listener, that way you’ll hear the right questions to ask and get the best out of the interview.
TIPS TO HELP YOU GET STARTED
- Find a producer who can manage your postproduction. It will save you a lot of time and help you release much faster.
- Good audio branding is a must. It needs to suit your business brand. Eg don’t use heavy metal music if your show is about spirituality. You can find great producers online who can write original music and create sound grabs for you.
- Having a clear outline of pre-requisites that people need to meet before asking you if they can be on the show, will save you a lot of time and uncomfortable conversations.
- Don’t promise publishing dates that you can’t keep and make sure your content is not time sensitive. Don’t let people use your show as a platform to promote their events as the episode will be evergreen. You can add a link in the show notes and/or on the social media posts.
- Get over yourself. You WILL hate the sound of your own voice initially. You will discover language nuances that you didn’t realise you had. Making an effort to remove them from your everyday language will help.
- Be prepared with your interview questions. DO NOT wing it. It’s insulting for the guest. Don’t ask typical questions either. Practice being curious and listen for the things they’re saying and direct the conversation from there.
- Make sure your guest has all the info they need. Assume they’re technically challenged. I apologise for the simplicity of the information I provide up front, yet everyone thanks me for taking the thinking out of it for them.
PRODUCTIONS RESOURCES I USE
- Otter – This is the BEST transcription service I have ever come across. It’s precise and requires very little editing. Using AI software, it transcribes with great accuracy.
- Buzzsprout – This is the podcast hosting platform I use. There are a lot of other great hosting options, but I find this one the best. I did my research thoroughly and it has been smooth sailing from the start.
- Zencastr – This is the program I record my interviews with. It’s amazing! I cannot speak highly enough of it. The sound quality is great as it records each side of the conversation locally. It’s browser based so it doesn’t require the user to download any software. You do however, need Chrome or Firefox and it can’t be used on a phone. They are about to introduce a beta version of their video recording which I can’t vouch for as my podcasts are audio only. However, there are multiple options available for video. For audio only, this one is the best!
- Audacity – This is a free audio recording software program for Mac and PC. I use it to record my introduction to the show which I record separately to the interview.
- Fivver – This is such an awesome platform for finding people to do tasks for your business. It’s like Airtasker for business. I have always found great producers on this platform. I’ve also found creatives to help with the marketing of the podcast.
- Microphone – I use a Blue Yeti. I’ve had it for a few years now and the sound is amazing. You can order one on Amazon.
There is a lot more to producing a great podcast and it can feel overwhelming to begin with. But as the old saying goes – you have to start somewhere. Getting started and doing a few things well and then moving on to the next, will help you build your confidence.
Xchange Revolution has provided me with great opportunities to have in-depth conversations with people I might not normally have the opportunity to talk to. I cannot tell you the value it provides us both.
Please head over to our podcast and I’d appreciate it if you could subscribe, rate and review the show.