From vision to engagement, discover how to start a successful podcast and avoid the “death cookies” that trip up first-timers.
It’s full-on ski season here in Canada – and as a former ski instructor and now the co-owner of a branded podcasting agency – I actually see a lot of parallels between skiing and podcasting.
Starting a new branded podcast is a bit like gearing up for the first ski run of the season. You’re pumped, you’re full of coffee, and you’re ready to hit the slopes. But hold up — because jumping in without a plan is basically the same as tackling a black diamond run on your first day. Steep learning curve, hidden dangers, high risk, high stakes. As my Uncle Mike used to say whenever I was poised at the top of a tricky descent, “don’t f*ck up.”
A lot can go wrong when you’re just starting out with branded podcasting. Here are a few things that will trip up a new show before it even hits the slopes.
1. Lack of Clear Vision
Imagine setting off down a ski run in thick fog. That’s what it’s like to start a successful podcast without a clear goal in mind. To achieve branded podcast success, your show needs to align with your brand’s overall marketing strategy. Think about the unique aspects of podcasting—its serialized, portable nature—and how you can use these to reach new audiences. Think about why you’re making this show in the first place. Need more guidance? Check out our tips on aligning podcast goals with brand strategy.
2. Failure to Consider Audience Needs
Ever try to drag a toddler down a hill they don’t like the look of? Let’s just say, it’s important to understand your audience. Speaking of audiences, why should your podcast audience care about your show? It’s your job (or your production company’s job) to know the answer to this question. Whether your audience seeks entertainment, information, or a moment of comfort, understanding their needs is key. Treat your podcast as a gift to them, not just an opportunity to show off, or bombard them with marketing info.
3. Underestimating the Workload
To start a successful podcast, you have to do more than just hit record. It’s (at minimum) a season-long commitment involving planning, guest booking, scripting, editing, marketing, and analyzing data. Prepping your podcast is a bit like gearing up for a long ski season. You want to have all the right equipment to maximize your fun, right? To start a successful podcast and, more importantly, to sustain branded podcast success, you need the right strategy, and the right people for the job—whether that’s an in-house team or a full-service podcast agency.
Feeling overwhelmed? It might be wise to learn how a full-service podcast agency operates to determine what you can manage in-house and what might require some expert help.
4. Inconsistent Quality and Schedule
On the ski-hill, maybe you’re known for your cute neon ski-suit, or your suave turns. Or maybe you crush those moguls like a boss, each bump taking you closer to mastering the mountain. Well your podcast needs a consistent and recognizable style, too. Your audience wants to know – at minimum – when the next episode will be out, and what kind of content it will deliver. You want them to start to anticipate the release of your show, and make time for it. Effective planning and sticking to a content calendar helps achieve this. Check out this post for tips on how to optimize the timing of your podcast.
5. Poor Audience Engagement
Think about the great conversations in the bar, apres ski. Who wouldn’t want to create that same buzz around their branded podcast? But here’s the thing: connecting with an audience isn’t just about broadcasting a message— it’s about orchestrating interactions that turn listeners into active community participants. For instance, you may want to poll them before you even start making your show. It’s simple: just ask them what they want to hear. An active social media presence can foster a community feel, allowing for real-time conversations and feedback on episodes. Incorporate mechanisms like blog posts, voice memos, text messages, listener emails, and various social media interactions to gather feedback, showing that you value their input and are willing to adapt to their preferences. Additionally, hosting live Q&A sessions or live recordings can deepen the connection, making your podcast not just a series of broadcasts but a thriving interactive platform both on and offline.
End-of-Day Download:
Launching a successful podcast without a comprehensive plan is kind of like sliding down the hill on your butt. Sure, you’ll eventually make it down, but at what cost to your dignity (and your brand)?
To achieve measurable branded podcast success, you need to:
• Set a clear vision that aligns with your brand’s goals.
• Understand your audience and deliver value to them.
• Respect the workload by planning for every stage of production.
• Ensure consistent quality and stick to a schedule.
• Engage dynamically with your audience to build loyalty.
If you follow these tips, your podcast will resonate, and perform. And before you know it – you’ll be ripping down the slopes with the best of them.
Ready to take your podcasting to the next level? Glide on over to JAR Audio’s blog for more expert tips and inspiring stories. Whether you’re a beginner or ready to tackle the expert trails, there’s plenty to help you improve your podcasting skills. Start your journey here. 🎙️⛷️
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.
