media update’s Adam Wakefield puts his earphones on and finds out from those in the know how to start your own podcast.

1. Choose a unique podcast topic, define your audience, and solve their problem

There is a podcast for almost any topic. A quick search on acast, a Swedish podcast directory that has become popular on Andriod devices and iTunes, reveals the many different podcasts that exist as well as the wide range of topics they cover.

Patrick Allen, a staff writer at advice website Lifehacker, says if you want to start a podcast, your job is to “find your spin on things to make an old idea something new”.

“It’s kind of true that everything has been done before, but it isn’t all been done the way you would do it. So find an angle that’s personally interesting and you’ll be better off,” Allen says.

According to Matthew McLean, head of audio production at The Podcast Host, which focuses on podcast training and production, you should ask yourself two important questions:
  • What’s your podcast for? 
  • Who is your podcast for?
Knowing why you are creating a podcast is an important factor to stay motivated, regardless of it being for your business or a hobby you are passionate about. A podcast is nothing without an audience and knowing who your podcast is, as McLean notes, keeps the show focused and on track.

He suggesting creating a profile of your ideal listener before you begin so your podcast focuses on those who matter: the audience.

Joe Berman, founder of United States-based podcasting website podtopod, suggests creating a show structure. The show structure will guide the shape and length of your show and will ensure that you are able to produce content continuously. If you run out of ideas for content, your podcast is finished before it even begins.

2. Ensure your podcast has listener value and a good name

You have narrowed down what your podcast will be about, and who it’s for. Now you need to give the audience a reason to listen.

McLean says the audience must be given a reason to listen to you, whether it is because they find your content entertaining, funny, informative, or relaxing. You also want to give your audience a reason to come back for more. McLean suggests writing down 10 to 15 potential episodes you think your target audience will enjoy as a good starting point. 

Berman says your podcast should “hone in on the ‘messaging’ of the show”.

“What is the ‘messaging’ of the show? What is the value you are giving the audience? I would argue that with so much competition in the content market, one of the main by-products of producing a podcast is to solidify your own messaging,” Berman says.

Importantly, Berman advises that podcasting is a long-term project. It takes time to build an audience, which is why it is important to produce fresh, new content in a predictable timeframe so your audience can listen to it at their convenience. .

Critically, the nature of your show will be influenced by the name you give it.

Allen says the name you choose plays a role in helping new listeners find you and, quoting John Lee Dumas, host of the Entrepreneur on Fire podcast, the name must communicate to your audience exactly what your podcast is about.

Theme music and cover art – that is not copyrighted or was created by you or for you – also help make your podcast distinct from others.

3. Use good equipment, software, and the right podcast platforms

The final piece of your podcast jigsaw comes down to production and posting your content so it is easily available for listeners to discover.

According to both McLean and Allen, basic starter equipment includes a microphone and a PC, or laptop to edit sound, record it, and post the show online. The price of this equipment varies, so look at your available budget and see where you can get the best equipment for the best price.

Just remember, the lower the cost of your equipment, the lower the sound quality will be.

From a software perspective, audio editing equipment can be very expensive, but according to Allen, Audacity is a great open source, free to use sound editor. Once you become more experienced, it might then be worth investigating a paid-for editing programme.

Platforms you can publish your podcast on include iTunes, SoundCloud, Libsyn, Podbean, or Blubrry. Each platform has different plans and costs you can use, depending on what you seek to achieve.

4. Podcasting takes more time than you think, so use it wisely

From the outside, it might appear that podcasting does not take that much time but the opposite is true. The very best invest hour after hour into acquiring the right equipment and software, structuring a show, coming up with fresh content, involving others like co-hosts and interviews, and perhaps the most time consuming aspect of all, editing and mixing.

Podcasting is a wonderful medium to get a message across, but to truly harness the medium’s potential, the right pieces need to be in place. As Allan says, you need to be ready to commit.

Want to stay up to date with the latest media news? Subscribe to our newsletter.

Radio documentaries are an important part of the podcasting ecosystem, and Sound Africa is one such programme developing the genre in South Africa. Read more in our article, Sound Africa pioneers the radio documentary podcast.