February 7, 2022 Content Chat Recap: How to Launch and Evolve a Marketing Podcast

A #ContentChat header image featuring an array of flowers with a box overlay. The box contains text that says today's topic is how to launch and evolve a marketing podcast, with guest Teresa Heath-Wareing.

Podcasts have skyrocketed in popularity over the past few years, and there were an estimated two million active podcasts in 2021 (a near 4x increase since 2018). Given that the average podcast listener follows eight podcasts weekly, it’s only natural for brand marketers to wonder if launching a podcast could be an effective way to boost their reach and better serve their brand audience.

In this #ContentChat recap, we’re joined by Teresa Heath-Wareing, an international social media and marketing speaker and trainer and host of the Your Dream Business podcast, to explain how to launch and evolve a marketing podcast. Read the full chat recap below, where Teresa and the community explain the benefits of introducing a podcast to your content strategy, how to effectively plan a new podcast, and ways to grow your show audience organically.

If you have a podcast in the works or plan to start one soon, Teresa shared her free podcasting guide and process spreadsheet to help you get started.

Q1: What advice would you give to a content marketer that is interested in starting a new podcast (either for themselves or a brand)?

Before starting a podcast, ask yourself: what will the podcast be about, what is the show format, and can I sustain this by myself for the foreseeable future?

A1: Doing a podcast takes time and effort so there are a few things I would consider first – what type would you like to do (solos/Interviews) Are you happy talking to yourself and when you start are you willing to keep it up for a while! #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

This is so important to remember and is true of much of what we do as content marketers. You are building a relationship and trust over time with your podcast.#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A1: Have a clear schedule and idea of what your podcast will be about. Make sure it’s something you’re passionate about and try to find guests to create more energy and add more perspective to the episodes ~Julie #ContentChat

— Nimble (@Nimble) February 7, 2022

Also: Is there a gap in the podcast market that you can fill, or will your show compete with existing, beloved podcasts?

A1: Find and listen to podcasts in your industry/space. See what’s out there and what isn’t. What podcast gap can you fill? Also, think seriously about resources: will you host, do you need others to help, etc. #ContentChat

— Melanie Graham (@WriterGirlMel) February 7, 2022

It took nine months for Teresa’s podcast to take off. Be prepared to invest in your podcast without an immediate base of listeners.

A1a: When I started my podcast I committed to doing it for 12 months and it wasn’t until month 9 that it really took off! So make sure you know you have lots to talk about on the subject area! #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

So important for a podcast to be consistent even if it isn’t pulling in the listeners just yet! #ContentChat

— Shruti Deshpande (@shruti12d) February 7, 2022

Understand where the podcast will fit with the rest of your marketing strategy. Will the podcast amplify your existing content? Will it bolster your thought leadership strategy?

A1. Definitely consider how does a podcast fit in with the rest of your #marketingstrategy. It needs a fair bit of planning before you even start! #ContentChat

— Shruti Deshpande (@shruti12d) February 7, 2022

This is a great point—will the podcast amplify or repurpose your content creation? Or will you use it as part of your thought leadership strategy, for example? #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A podcast is its own channel, just like your blog or social media accounts. You will need to promote and amplify your podcast episodes to grow the channel.

A1: A podcast is not a campaign—it’s a channel you are committing time and resources to over an extended period of time. This includes both content creation and distribution. Just because you upload a podcast everywhere doesn’t mean the right people will find it. #ContentChat https://t.co/X1Xg6c1jt4

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

Too often, brand marketing teams start a podcast and sporadically post episodes without a clear cadence or strategy. This may detract from the perceived value of your show.

I also believe that a lot of people don’t want to commit to an inconsistent/abandoned podcast! One of my pet peeves is getting really into a content creator just to find out their most recent upload was months/years ago ~Julie #ContentChat

— Nimble (@Nimble) February 7, 2022

In my PR work, I often review podcast invitations for our execs. If the podcast sporadically posts 1-3 episodes every 5 months, I assume the host org treats the podcast as a lead gen opportunity for themselves, not a mutually beneficial opportunity for my client. #ContentChat

— Alek Irvin (@AlekIrvin) February 7, 2022

Q2: How should a content marketer prepare to create a new podcast? What elements or resources do they need to get started?

Before you buy anything for podcasting, record an episode with just your phone or computer. This will help you understand how comfortable you are with talking to yourself.

A2: The very first thing I would do before you do anything or buy anything is try and record an episode. use your phone or zoom and record yourself speaking, just to see how comfortable you are talking to yourself. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

I think this is an element many people don’t think about, the discomfort that comes with talking to yourself #ContentChat

— Nimble (@Nimble) February 7, 2022

Brainstorm as many episode ideas as you can to see how many episodes you can create. This list will also help you decide your show format and a framework for each episode.

A2a: The next thing I would do is brainstorm as many episode ideas as you can, so you have an idea of how much content you have. And then decide on the format of the show such as will you have set questions or conversational style. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Figuring out your show notes format is so important, especially if you have co-hosts. How much detail do you want to include, versus having conversation prompts. I also always think through what will I want to publish as far as resources for the final podcast.#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

Not only is a schedule extremely important, but a standard framework and agenda for each episode – can be as loose or as structured as you want but some type of plan should be set. Listeners love consistency! #ContentChat

— Emma (@EmmaLeishman42) February 7, 2022

I completely agree, Emma! It’s why HGTV shows are so satisfying for example. You know the formula/framework of what you’re going to get. #ContentChat https://t.co/kzgdNh1WEQ

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A2: Brainstorm episode ideas! Make sure there are plenty to choose from and do some test runs. From there, you can decide what equipment you’ll need ~Julie #ContentChat

— Nimble (@Nimble) February 7, 2022

When brainstorming your podcast episode topics, align these topics with your existing editorial calendar.

A2: Sketch out a rough content calendar with episode or topic ideas. This can help you figure out if you need guests, how many, who, etc.#ContentChat

— Melanie Graham (@WriterGirlMel) February 7, 2022

I would even go so far as to say to put this into your existing editorial calendar so you can see the connections (or conflicts) between the podcast and the rest of your content strategy’s elements. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

Research potential guests for your show. As your show grows in influence, it can become a powerful platform to amplify voices that often go unheard.

Figure out whose voices are not being heard and use your podcast to amplify them. You need a network of people eager to share their stories because then you get their network too. #ContentChat https://t.co/Gy5nwqp1oL

— DiKayo Data (@dikayodata) February 7, 2022

Assess whether you have the necessary resources to support a consistent podcast schedule.

A2b: Also, look at people resources before thinking about equipment resources. Don’t spend boatloads of $ before you know you have the capacity to produce the series. #ContentChat

— Melanie Graham (@WriterGirlMel) February 7, 2022

Once your show is thoroughly planned, you should invest in a good microphone for recording. “Good” does not mean expensive, and our community often recommends a Yeti or Shure microphone.

A2b: Then the last thing I would do I get a good mic it doesn’t have to be loads of money. But the quality of the audio is important. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Erika and Shruti cover all the considerations for starting a podcast below:

A2: Before you start a podcast, make sure you:
🔎 Compile a big list of topics
⏲️ Can allocate the time and resources
🎙️ Have a good mic + a quiet place to record
💻 ID a person or tool for editing the podcast#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A2. To start a podcast;
👉Identify what you aim to achieve- awareness/leads/brand build etc.
👉Set goals – short term & long term
👉Draw up a content plan of up to 6/9 months worth of content
👉Identify how do you intend to promote your podcast👉Line up ur guests#ContentChat

— Shruti Deshpande (@shruti12d) February 7, 2022

Q3: What common getting started challenges will new podcast hosts face?

The main challenge of starting a podcast is the fear of getting started. It is natural to feel nervous about recording and sharing your episodes. To help alleviate this anxiety, start your podcast with familiar guests, or discuss topics that you’re passionate about to help compensate for potential hiccups along the way.

A3: The main one is the fear of getting started! They will worry that the content is not good enough or you are not great at doing them. You will want to improve or do lots of episodes before putting it out there to get good. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

The fear of getting started cannot be overstated. Too often, as marketers, we can end up with analysis paralysis and spend too much time stressing about picking the right topic or the optimal launch strategy when the most important thing is simply to start. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A3a: The only way you will get good is by doing it. If I was to listen back to my Ep 1 it would be awful I am sure, but everyone has to start somewhere. If you are going to do interviews start with people you know so you are more relaxed and they are more forgiving! #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Starting with people you know is super important! It helps you ease into the format and will help your new listeners feel comfortable, too. #ContentChat https://t.co/6OW5eR3yTS

— Melanie Graham (@WriterGirlMel) February 7, 2022

Plus preparing and delivering the content becomes slightly easy with people you know! #ContentChat

— Shruti Deshpande (@shruti12d) February 7, 2022

Another common hurdle is thinking that you need an advanced recording setup to start a podcast. You don’t. You can start with a basic mic.

A3b: Also lots of people don’t start because the think they need all the tech! They don’t you just need a basic good mic and you can get started. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

That said, be ready to edit every podcast episode.

A3: People often don’t realize how much editing is involved even if you want to appear spontaneous. #ContentChat https://t.co/pFtjIbblay

— DiKayo Data (@dikayodata) February 7, 2022

So true! There will inevitably be flubs, inopportune doorbells or fire trucks, etc. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

It can be difficult for some podcast creators to consistently post new episodes. That is why it is important to thoroughly plan your show before you start recording, and set a publishing cadence that you can follow.

A3: Lack of planning and inconsistency. I think sometimes we book that first guest and we’re eager to record, but don’t have guests 2, 3, 4, etc. Make sure you have a few eps planned out so you can hook listeners and don’t leave them hanging. #ContentChat

— Melanie Graham (@WriterGirlMel) February 7, 2022

A3: I think this goes for any content creator but remaining consistent with uploading even though your growth is at a slower pace than you’d like. Also, finding guests to be on your podcast might be difficult when starting out but keep going! ~Julie #ContentChat

— Nimble (@Nimble) February 7, 2022

Shruti covers a few final challenges for starting a podcast, including monetization, lining up guests, and technical challenges.

A3. Key challenges with a new podcast are;
👉Building your content consistently
👉Finding the time to plan and execute
👉Lining up your guests
👉Monetizing it
👉Technical challenges#ContentChat

— Shruti Deshpande (@shruti12d) February 7, 2022

Q4: How can a content marketer grow their podcast listenership? What promotion or advertising routes do you recommend?

Consistency is key for growing your podcast listenership. Post episodes on schedule and promote those episodes across your channels to increase your chances of gaining new listeners.

A4: Consistency is obviously a big one here – don’t expect for it to blow up over night, it takes time! When you do each episode make sure you are using all of your normal channels to promote it – social, emails. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

A4: Use your existing successful content channels to help promote it. When we launched a new series, we used our blog (which had a large following) to help promote each new episode. #ContentChat

— Melanie Graham (@WriterGirlMel) February 7, 2022

A4. Always have a podcast as part of a wider #contentmarketing strategy, never on its own! You need to bring leads to watch it well before it starts #ContentChat

— Shruti Deshpande (@shruti12d) February 7, 2022

See below for Teresa’s podcast promotion schedule:

A4a: Now we have been doing it a while and I have a team we have a complete content repurposing process for each episode this is it #ContentChat pic.twitter.com/BTN3DQ12Oj

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

And these are example podcast promotion posts:

A4b: Here are some examples of the posts #ContentChat pic.twitter.com/gF9179nBgL

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Ask your podcast guests to help spread the word and share their episodes. Reviews can also help increase the visibility of your podcast.

A4c: If you have guests this can be a really good one to get the message out there if they are willing to share their episode. Also reviews help you appear in the charts so make sure you mention it in the podcast and ask people to leave a review. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

A4: Promote on the most relevant social platforms and if you have a newsletter, promote it on there too! Also, having guests is great for not only the conversation but that guest will promote it as well, reaching a wider audience 🙂 ~Julie #ContentChat

— Nimble (@Nimble) February 7, 2022

When you first launch your podcast, it can help to post multiple episodes over a few days.

A4d: Also when you launch it can really help to put a number of episodes out with in a few days of each other so make sure you have a few recorded, before you get started. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Q5: When is the right time to pivot your podcast’s direction? How do you know it’s time to change the show’s focus?

Over time you may find that your original show direction no longer reflects your strategic priorities and audience needs.

A5: Pivoting your podcast can be a big decision, however overtime things can change and the podcast name, theme can feel somewhat out of date when it comes to the content you are putting out. #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Teresa has rebranded her podcast twice. Note, this was after she built a following and understood how to best drive value through a podcast.

A5a: I have changed the name of mine twice. It started off as Social Media Marketing Made Simple but my experience knowledge was way more than just social and I started to talk more around general marketing so changed it #ContentChat pic.twitter.com/GSLJyIFaIU

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

A5b: It was then Marketing that Converts which fitted it much better, however as more time went one I realised that I wasn’t just sharing marketing content it was much more marketing, business and Mindset So changed it #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

A5c So it is now called Your Dream Business – which is a much better fit for what I share and what you learn. However I am on ep 228 so these were not quick changes and I had built a following. #ContentChat pic.twitter.com/zY6txMbtL5

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Teresa’s podcast rebrands were successful because she explained to her community beforehand why she was making the change.

How did your engaged community that was built around the podcast react to the refocus? #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

They were great – I told them about it and told them why before I did it so they were expecting it and on board. #contentchat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

I love it—you took them on your journey, together. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

If you’re consistently creating content that does not fit with the original name and format of your podcast, or if your target audience is no longer engaging with your show, it is likely time to pivot.

A5d: So you know it’s time to change when you have consistently been creating content that does fit with the original name and format #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

A5: When you realize that you’re not engaging everyone you want to engage, it’s time to pivot even slightly to address them. #ContentChat https://t.co/AXTBMequ4Q

— DiKayo Data (@dikayodata) February 7, 2022

A5. Time to pivot when;
👉Changes in listenership
👉Demands for topics that are different to current topic
👉You have a new offering
👉Your business has a change in direction#ContentChat

— Shruti Deshpande (@shruti12d) February 7, 2022

Q6: What are your favorite podcasting tools?

Teresa shares her podcasting tool recommendations below. We also previously shared the audio content tools in our marketing toolbox here. Did we miss your favorites? Let us know in the comments.

A6: My favourite podcasting tools are @CaptivateAudio I use this to host my podcast, its a great system with loads of great features and so easy to use. https://t.co/dprs3s5Yom #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Does this platform allow you to syndicate your podcast to other platforms as well? #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

yes 🙂

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

A6a: We use @wavve to create the audiograms for social media – great tool https://t.co/eC8KRLtb60 #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

A6b: Now this isn’t strictly a tool however we work with https://t.co/C4sVpMjCxC who edits the podcast and is brilliant #ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Q7: @THeathWareing AMA time: What questions do you have about podcasting that we can help with?

How can someone appropriately pitch themself to be a podcast guest? First, listen to the show to understand its style and audience. Then, reach out to share potential topics of value that you could address and why you want to be on that podcast specifically.

A7: I’d love to know from a podcaster’s perspective, what you look for when someone is looking to be a guest on your show. What is the best way to craft an outreach message? ~Julie #ContentChat

— Nimble (@Nimble) February 7, 2022

Great question. So the first thing to do would be to listen to some of the episodes and get a feel for the style and who the audience are.
I would offer up some suggested topics and also talk about what you like about the podcast. #contentchat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

I have a podcast application for my process and now only interview twice a year because we batch #contentchat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

How long does it take to create a podcast episode? Teresa spends approximately one hour per episode.

What are your favorite pieces of hardware (mics, etc.) that you use for your podcast?

How long would you estimate an ep takes you from start to finish (planning, recording, editing, promoting)? #ContentChat

— Melanie Graham (@WriterGirlMel) February 7, 2022

This is a tough one re time I would say around an hour per episode now but I have been doing this a long time #contentchat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

What are some great brand-created podcasts? The community shares a few recommendations below:

A8. I absolutely love podcasts by @TeamGaryVee also by @ThisIsSethsBlog so inspiring and future focused! #ContentChat

— Shruti Deshpande (@shruti12d) February 7, 2022

A8: Most of my fave podcasts are food related. But I am going to mention the Bon Appetit Food People podcast b/c it rocks, as does Radio Cherry Bombe, both of which are produced by print magazines. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

Download Teresa’s free podcasting guide to start planning your podcast today.

If you are thinking about starting a podcast then grab my freebie
How to start your podcast
click here to get ithttps://t.co/vIMwIr6SSO
#ContentChat

— Teresa Heath-Wareing (@theathwareing) February 7, 2022

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top