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If you’re looking for a new way to connect with your audience, starting a podcast might be the key.
But here comes the biggest challenge: figuring out how to start a podcast with ease.
Luckily, launching a podcast is straightforward when you have a clear roadmap. Follow along to learn how to create a podcast, launch it, and everything you need for a strong podcast marketing plan.
1. Create your podcast plan
Your podcast plan is the foundation of your podcast and outlines your goal, topic, and podcast name. With a strong foundation, everything else will come together more easily.
Pinpoint the podcast’s main goal
It’s easier to plan your podcast’s roadmap and all its supporting activities when you know why you want to start one in the first place.
For example, if your goal is list growth, you’ll likely want to build your podcast episodes around a lead magnet so you can organically mention it to grow your list.
Here are some ideas for your podcast’s goal:
- Build authority and credibility in your niche: Podcasting boosts your credibility and trust, which can drive more conversions as people buy from those they trust. It’s the perfect way to flex your knowledge and let your personality shine.
- Get more leads by reaching a new audience: Not everyone enjoys reading blog posts. By adding another dimension through audio content, you can reach a new audience you might miss through written content alone.
- Create a deeper connection with your existing audience: If you already have an existing audience, you might want to find another way to connect with them. With a podcast, you’re able to give readers a deeper look into who you are and what you do.
- Add a new revenue stream to your business: Diversify your income with your podcast. Podcasts make money through avenues like sponsorships, brand deals, and ad income, giving you more ways to monetize your craft.
Select your podcast topic
The best podcasts provide helpful information relevant to audience needs. But aside from trial and error, how do you know which topics your audience will enjoy most?
Here’s how to create a podcast with topics that’ll excite your audience:
- Analyze podcasts your target audience already listens to: Join Facebook groups where your audience hangs out and search for “podcasts” to see which ones they rave about. Head to those podcasts and read reviews to see what people like and don’t like, so you know what to incorporate in your podcast.
- Review your tags in Kit: Use Kit to segment your audience with tags. Go through your segments and see which are the largest, i.e., which topics drum up the most interest. For example, if you’re a travel blogger, your audience might prefer road trip content to international travel.
- Survey your subscribers: Send an email survey and ask your audience about the podcast topics that interest them. Ask which podcasts they currently listen to and which topics aren’t adequately covered in your niche. Use tags to collect answers and develop segments.
Decide on the best podcast name
You want your podcast’s name to be memorable and grow with your business.
For example, if you’re a fashion blogger who loves 90’s trends, it doesn’t make sense to name your podcast something like ‘90s Forever.’ Because what happens when you grow tired of bucket hats and platform shoes?
Instead, try to develop a name that fits your niche and can allow for growth. Here are a few more tips:
- Research if there’s already a similarly named podcast out there providing the same type of content
- Check if the name you’ve chosen is trademarked
- What about the social handles and domain availability?
- What about searchability and SEO? Does it include those important keywords?
- Is it easy to spell, pronounce, and remember?
Got an idea? Pop it into one of our formulas to finalize your podcast name:
Formula #1: The [Ideal Listener] Podcast
In this formula, you’ll focus your podcast name around the ideal listener. This is the best way to attract the right listeners because people can tell your podcast is right for them by looking at the name.
Creators with a specific audience will do well with this template. It’ll call out exactly who you want listening to your show, which means you’ll bring in an audience of like-minded people.
Example: I Am A Creator
Formula #2: Play-on-words
Play-on-words can lead to creative names that entice people to listen to your podcast.
This formula relies heavily on one of two things:
- Your audience already knows what to expect from your content
- Creating enough intrigue that somebody who isn’t familiar with you is curious enough to listen
Creators with an audience to promote their podcast will do well with this template. But, you can also use this formula if you create an intriguing enough name that makes people scrolling podcast players (like Apple or Spotify) look twice.
Example: Anything is Poddable
Formula #3: [Your Perspective]
Adding your perspective as your podcast name helps you find listeners who agree or find your opinion interesting and want to learn more.
This makes it similar to formula #1, where you call out your ideal listener. In this case, you’re not calling them out by name but by perspective.
This is a great formula for creators who don’t have a huge audience yet because people will be interested in what your show is about as they scroll through their favorite podcast platform.
Example: The Future Belongs to Creators
Formula #4: The [Your Name] Show
If you’re looking to build a personal brand, naming your podcast directly after you is a great way to be easily found across platforms.
Creators who want to build a personal brand from their name should use this template.
Example: The Tim Ferriss Show
Formula #5: [Cadence + Topic] or [Topic + Cadence]
Consistency is important when building an audience. Letting people know your frequency right in the podcast’s name immediately tells potential listeners how often to tune in.
This is the ideal formula for a show that’s purposely running on a specific schedule, attracting an audience of listeners who want to add their show to their current routine.
Example: Ted Talks Daily
Formula #6: The [Benefit to Listener]
This formula attracts your ideal listener by telling them the benefit of listening to your show.
Creators who give specific value in their podcast episodes benefit from this formula. If you could promise your listeners that they’ll learn X from your podcast, this is a great formula for you to use.
Example: Deliverability Defined
2. Choose your podcast format
A set format gives listeners consistency so they know what to expect, how much time to set aside to tune in, and how often to check for new episodes.
Format #1: Interview podcast
Interviewing guests is arguably the most common podcast format. While guests and topics can vary, there’s always a theme that ties them together.
For example, Kit’s I Am A Creator podcast features creators from various niches discussing life as a creator.
Where to find podcast guests:
- Get in touch with fellow creators on the Creator Network
- Reach out to your email list (if you have one)
- Ask followers on your social platforms
- Go to conferences, events, and industry-related gatherings (e.g., Craft + Commerce)
- Directly reach out to relevant industry experts that you admire
- Listen to similar podcasts to see who they have as guests
- Look at the hosts of popular and niche-relevant online communities (like Facebook groups)
Tip: Check out these avoidable interview mistakes if you want to interview people for your podcast.
Format #2: Conversational (co-hosted)
Conversational podcasts have a couple of hosts who spend each episode discussing a topic. These podcasts have an intimate feel and often feel like a casual discussion between friends.
We have two conversational podcasts here at Kit: Deliverability Defined and The Future Belongs to Creators.
Format #3: Educational
Educational podcasts can be similar to an interview or conversational podcast, but they focus on teaching about a topic, such as growing a business or improving your painting skills.
Since these podcasts can pack in a lot of info, show notes are essential to help consolidate learnings and link out to other resources.
Each month, Chris Lang releases an episode of the Property Briefings podcast. Chris is an Amazon best-selling author and leading Australian property advisor who uses his podcast to teach everything he knows about investing in commercial real estate.
Format #4: Solo podcast
Solo podcasting is an easy way to start since you don’t need a co-host or connections with guests. All you need is an idea, some basic recording equipment, and a free hosting platform.
Dielle Charon’s podcast, The Woman of Color Sales Show, often drops solo episodes where Dielle shares her wisdom to help WOC build profitable businesses. Each episode covers a different topic and includes tips and personal anecdotes that her audience will find useful.
Format #5: Non-fiction storytelling and news
Not sure how to come up with a new topic each week? You could create a podcast that follows a true story or shares the latest updates in a niche. Traditional news outlets are even getting in on the podcast game, with daily podcasts like NPR’s Up First.
If you want to plan your podcast further in advance than the night before recording, you can try non-fiction storytelling like the award-winning Serial podcast.
Format #6: Podcast theater
Fiction writers—here’s a podcast format just for you. Like radio shows of years past, you can use a podcast to tell a fictional story over audio episodes. You can create a new story for your podcast or recreate your existing work in a new format.
Forest 404 is a fictional podcast by the BBC that is described as an eco-thriller. The story is set in the 24th century, where forests have been erased, and each chapter has a narrative episode and an immersive “soundscape” recording.
Format #7: Bite-sized content or limited-run podcast series
Maybe you (or your audience) aren’t interested in 40-minute podcast episodes and you want something shorter.
Bite-sized episodes, or limited-run podcast series, let you dip your toes into podcasting while keeping episodes short and snappy.
Rachel Corbett is a radio veteran who has worked on more than ten podcasts. One of her projects is the PodSchool podcast, which works alongside her podcasting course. Each episode is around ten minutes.
3. Gather your podcasting equipment and software
Having the right podcast equipment makes it easy to record, edit, and distribute your podcast episodes. If you’re on a Kit paid plan, you can access Kit Studio, so you don’t need to worry about investing in any equipment of your own.
Otherwise, look at getting these podcasting basics:
Microphone
Your laptop microphone isn’t sufficient for professional recordings, so it’s best to invest in a quality mic. We recommend the Snowball ICE microphone for a good mic at an affordable price.
Pop filter
Pop filters soften harsh popping sounds you might get when pronouncing certain words, especially words with a “p” sound.
Amazon has plenty to choose from, or you can make your own, which works wonderfully on a budget.
Recording and editing software
Recording software lets you record and edit podcasts yourself. Restream breaks down the best recording software if you want to take the DIY route. But if you prefer to leave the editing to someone else, hire a virtual assistant specializing in podcast editing.
Headphones
Earbuds do the trick if you don’t want to rush out and buy new headphones. But if you have room in your budget, look for headphones that promise comfort and clear sound and won’t leak sound back into your microphone.
These OneOdio headphones have nearly 70,000 reviews with a 4.4-star rating.
Software to host and record guests
Guest-recording software, like Squadcast, has features that let you check the network connectivity of both guests so you can avoid dropped calls. You can also store recordings in their cloud, minimizing the chance of losing the recording after completing your interview.
You can also use tools you may already have in your tech stack, like Zoom or Google Meet.
Podcast hosting platform
Hosting platforms publish and distribute your episodes to listening platforms like Apple Podcast, Spotify, and The Podcast Index.
Hosts like Transistor and Podbean have automatic RSS feeds to automatically get your episodes on the major platforms. All you need to do is sign up with your chosen platform and create your account, which usually includes things like selecting a podcast category and uploading your channel’s art.
Be mindful to create an account with a host before recording your first episode. Then, when your episode is ready to drop, you can simply upload it to your host, and it will be published for the world to hear.
4. Record, edit, and publish your podcast episode(s)
After planning your episodes, securing guests, and gathering podcast essentials, you’re ready to finally hit record! We recommend recording several episodes to prepare for your podcast’s big launch.
Here’s some extra tips:
Podcast recording tips
- Record audio that sounds good: Your recording software should also have some kind of meter that shows you the gain levels of your microphone. As a rule, aim for levels coming in at a maximum of -12db (this is usually where green turns into yellow on most level meters).
- Write a simple outline: Many people think they can just jump on a Skype call with someone and produce podcast gold. Sure—that might happen, but a simple outline will keep you (and potential guests) on track.
- Use call-to-actions during your podcast episodes: You’re giving a lot of free, high-quality educational content through the podcast. It’s also being shared with a very interested audience. You’ll want to capitalize on the authority and trust you’ve built through the podcast by giving direct call-to-actions (CTAs), like asking listeners to sign up for your email list.
- Plan your intro and outro: Decide in advance how you’ll start and end the show. This could include introducing the episode’s topic or guest and concluding with a CTA.
- Record an audio track for each person on the show: Individual audio tracks give you more editing control. For example, if someone starts coughing or typing loudly on their keyboard, you can cut out that part of their track and delete it without interfering with your own track.
Podcast editing tips
- Remove pre-show ramblings: It’s totally normal to have a few minutes of conversation with your co-hosts or guests before you get into the main topic of a show, but ask yourself, “Is this something my audience will find interesting?” If not, cut it out.
- Get rid of loud background noises: You don’t need to edit out every single little sound that happens, but if they happen enough (or are particularly loud), they will distract your listeners from the content of your show.
- Edit extra long pauses or filler words: Cut obvious filler words that occur often, like “umm” or “you know.” You don’t need to remove every instance, but getting rid of a few can tighten up your podcast.
- Delete interruptions or false starts: Aim to remove false starts (when someone starts saying something but then backtracks and starts over) and interruptions (when several people talk at once).
- Erase long tangents unrelated to the episode’s main topic: Tangents happen, and that’s ok. But if you’re talking about growing a business or email marketing and your co-host goes into a 20-minute tangent about the latest TV show they’re watching, stop and ask yourself if it’s really something your audience wants to hear.
- Add an intro and an outro: Your podcast’s intro and outro is different from your speaking intro and outro. Usually, these intros/outros have music, introduce the host (you), and remain consistent for every episode. Hire a recording artist to create a professional intro and outro for you on freelance marketplaces like Fiverr. You can also create your own with royalty-free jingles from sites like Epidemic Sound.
Podcast publishing tips
- Export and upload the audio file: Each podcast host will have a preferred format for audio files. For example, Transistor accepts MP3 files and notes that audio files should be encoded at 44100 Hz and around 128 kb/s.
- Add your podcast cover: Create podcast art with tools like Photoshop, use podcast cover art templates in Canva, or hire a designer to create professional and custom covers.
- Submit the podcast show notes: Podcast show notes can reel in potential listeners. Upload your show notes to your host so they get distributed alongside your podcast.
5. Launch and promote your podcast
Knowing how to launch a podcast is one of the most important steps. Because without a proper launch, you may not reach as many listeners.
Here’s what to keep in mind:
Before the podcast launch
Build a podcast landing page
A podcast landing page gives listeners a centralized place to learn about your podcast, including links to all the places they can find it.
Plus, you can add additional elements to your landing page, like links to your social profiles and an opt-in form to support your list’s growth.
You can also keep subscribers in the loop by sending emails that promote your launch along with each new episode you drop in the future.
Kit gives you tools to build custom no-code landing pages for your podcast. Like this one from Workforce Institute:
Design and schedule social media posts
Schedule posts leading up to your launch and the day of. Pre-planning your social content gives you time to focus on other areas of your business, like recording more podcast episodes or researching trending podcast topics.
Tools that help you schedule social content include:
Write and set up an email sequence
Your email list is the best place to launch your podcast and promote future episodes. Unlike social media, you don’t need to deal with algorithms and can directly communicate with those on your list.
Plus, email lets you launch a profitable podcast. With Kit’s Automations, you can create an automatic email sequence that promotes your products alongside your launch. Here’s an example email sequence:
- Emails 1-3: Teaser emails promoting your podcast
- Emails 4-5: Emails promoting your podcast the day it goes live
- Emails 6-7: Emails promoting a relevant product that you discuss in your podcast
- Email 8: An email for those who buy your product—like a thank you email—and an email for those who don’t buy your product—like a downsell email for a cheaper product
- Email 9: A final email asking for reviews to help build social proof for future listeners
No product? No problem. When you use Kit, you get access to our full library of automation templates, like this template that focuses on podcast marketing only:
An example of a podcast launch sequence in Kit.
All you need to do is add your emails into the premade sequence, set the date and time of your podcast launch, adjust your tags, and it’s ready to go.
Prepare your hosting platform
Your podcast hosting platform might let you schedule episodes. If not, make sure to upload your first episode before your actual launch. This gives you time to listen to your podcast and fix any errors it might have before your launch email goes out.
Day of podcast launch
Launch days are both exciting and chaotic. But since you’ve scheduled your email sequence and social posts, you don’t have much to do on the actual day of your launch except stay present online and reply to comments and messages from your audience.
After the podcast launch
You need an ongoing podcast marketing strategy to continue the momentum after your launch. These three tips will help:
Engage with your audience
Engaging with your audience post-launch makes it easier to promote future episodes and other creative pursuits (like product launches).
On top of sending emails each time you release a new episode, use your email list to send relevant and interesting emails in between episodes. Things like industry-relevant news, curated content, and interviews that people will love receiving.
Repurpose podcast episodes
Squeeze more value out of each episode by reformatting them into different assets. Here are some ideas:
- Turn podcast transcriptions into blog posts
- Use audio snippets as sound for short-form videos like Reels, TikToks, and Shorts
- Create social media graphics with key quotes from each episode
- Turn single or multiple episodes into slideshows
Promote every new episode to your email list
People sign up for your email list because they want to hear from you and be the first to tune into newly dropped episodes.
It’s a win-win. You get to directly put new episodes in front of eager ears, and they get a front seat to episodes the moment they’re published.
Jay Clouse, host of Creator Science, uses Kit to reach over 54,000 listeners a month. He notes, “with the newsletter, I have an extra touch point with those listeners. Not only are they hearing me, but they’re reading about the show.”
Here’s a snippet from Jay’s newsletter where he promotes an episode:
Launch and grow your podcast with Kit
Your audience is eager to hear from you, so why don’t you give them another way to engage?
Pairing Kit with your podcasting tools is all you need to start a profitable podcast that provides value for listeners.
Want to give it a try? Take Kit for a spin for free today!
