Podcast: What is It and How to Make

How to make a podcast? 

Why create it? 

What do you need? 

Does this type of content marketing really work?

It is very likely that as a user you consume this type of content.

And it is that podcasts arrived to conquer new audiences and followers, educate them, inform them, or simply entertain them.

This content marketing strategy has revolutionized the digital market and influences the subconscious and reason of your listeners better and more effectively than any other medium.

Reading a blog article or a book could take you a few minutes.

However, today it is more accessible to absorb the same content in audio format. 

It is more practical, especially if you are doing any other activities such as cooking, exercising, walking, and even working, etc.

Consumer behavior is changing over time.

It is transforming, and that is why the podcast has become so popular.

Because it emerges as an option that guarantees listeners a connection with technology, its practicality, and accessibility, for that reason.

This is why companies, brands, and others must constantly reinvent themselves.

So, if you have made the decision to venture into the world of podcasts.

Here we will explain step by step how to make a podcast and all the aspects and tools to consider to be successful. 

Ok, let’s start by defining:

What is a Podcast?

The word podcast is the union of the words: iPod and Broadcast, referring to the fact that it is portable content (iPod) and to the transmission that follows the same model via radio (Broadcast).

A podcast is a type of content that is shown in audio format.

These can be a series of episodes recorded and broadcast online, and it also offers the possibility of downloading the episodes to listen to them offline.

That is, they can be listened to live, as happens with some radio programs, or listened to after the recording. 

For this reason, they are edited with some programs and then uploaded to audio streaming platforms.

The audio can be downloaded from your computer, smartphone, tablet, or any other means from the platforms where they are hosted.

Podcasts often use an interview format (guest and presenter).

Although they can also be recorded individually where the presenter or presenters comment and give their opinions on a specific topic.

No matter what the presentation format is, this type of content needs a subject and a presenter or also called hosts.

Why do a Podcast?

  • You can implement it as a digital marketing content strategy, especially if you are looking to expand since it can help you promote some aspects of the services or products you sell.
  • It helps you generate Brand awareness (a metric that measures how much and how a brand is recognized by consumers) or knowledge of your brand in its field.
  • Podcasts are tailored to the goals, behaviors, and needs of your target audience or buyer personas.
  • Millions of people listen to audio in podcast formats, especially in Latin America, and in countries like Argentina and Mexico, and its growth has been exponential.
  • It is a new market opportunity because it is a format that can be very useful if you want to create a community and generate new audiences.
  • You can consolidate your brand as an authority in relation to a specific topic.
  • A podcast can complement the information you write on a blog, just as a video can.
  • It is a way of synthesizing or recapitulating current or interesting information.
  • It helps you improve the internet positioning of your company, website, or brand.
  • It allows listeners or users the possibility of doing other activities while consuming the audio content.
  • The increase in audiences for podcasts and the emergence of new platforms and tools for creating a podcast are indicators that it is an effective strategy.

However, you must evaluate if this type of content is within the objectives of your business if it is consistent, and if you have a structure for the production of good-quality audio.

Podcast Types

The objectives and formats of each podcast are different, let’s see.

Informative / Journalistic or Investigative Podcast

The objective is to transmit some information to the listener that can be news, current affairs, related to technology, some topic of interest, etc., but the idea is to provide news periodically.

This format must be available on the internet at any time and it is very common for this type of podcast to be daily and morning. 

This type of program is conducted by hosts or journalists who present the information in a moderate or mild tone to make it pleasing to the ears of the users.

They also use this audio format to address works that do not have enough time or space in some media due to length or informative extension and for that reason, they show it in this type of content.

Interview Podcast

It is one of the most developed types of podcasts today. 

Each episode features a guest and one or more hosts, as well as a specific topic. 

The themes, the number of guests, and hosts will depend on the objective you have set for yourself.

The advantage of interview podcasts is that they reach not only your audience network but also those of the interviewees.

The interviews can be formal or informal, and it is an exchange of experiences and opinions that happens very naturally, or it is given to know and explore details of this person.

But when choosing your guests, remember that a connection is needed between the interviewee and the host.

Also, research the guest, prepare the questions, plan the content, and orient yourself with a script. 

It is always advisable to orient yourself with a script so that there is an order, why? 

The positive thing about this type of podcast is that they always turn into dialogues that can lead to other topics of interest but in a very spontaneous way.

Therefore, the script helps you pick up where they left off.

Single Podcast

Recording in this type of format is technically easier.

But there must be good self-awareness, effective, and pleasant since it is only the interaction between the microphone and the presenter. 

It’s not the same dynamic as an interview podcast.

When editing your program it is easier and you avoid the worries of scheduling guests and having advanced recording equipment.

It will only be you addressing specific topics and building your personal brand.

Panel Podcast

In this type of podcast, there is more than one guest in the presence of one or more presenters (Panel).

This dynamic, if not managed properly and developed with good equipment, can result in unbalanced and confusing audio.

Because there are many voices that may differ or agree in their opinions and want to express it at the same time, which would be a bad user experience.

If there is a good connection and interaction between the presenters then it can be quite entertaining. 

That is why it is ideal to always coordinate all the points to be dealt with and manage very well while conducting the podcast so that there is a good result.

Training Podcast

They are podcasts that instruct on a specific topic and train those who listen to this type of content. 

In general, they provide timeless information with a pedagogical approach that seeks to provide clarity in an area and resolve concerns.

If you are looking to include the interview format in this type of podcast, which is also valid.

It is important that you consider and make sure that your guest must be a person who really knows the subject, is friendly, and is communicative.

So that it is transmitted easily but that the information actually reaches the listeners.

For example, if the topic is related to SEO, there may be listeners who are just starting out or are familiar with the topic.

And if you speak to them in very technical words, they probably won’t understand what they are talking about. 

On the contrary, when the topics are discussed in a simpler way, it can arouse interest in wanting to know more, and you can use this to your advantage.

Entertainment Podcast

Among the most common and widely available, entertainment podcasts are the ideal audio formats to disconnect from day to day.

This type of podcast makes their listeners laugh, they talk about curious things, mysteries, or funny anecdotes.

It is a format to have fun and think about other things. 

They are quite flexible podcasts that, if you do not have a script, improvisation can tend to confuse users. 

An entertainment podcast with a good script will have acceptable quality.

Structure of a Podcast

It is necessary that as in any project, you dedicate yourself and plan to create your podcast program. 

The structure of a podcast is based on 3 key elements that are the entrance, the discussion, and the closing.

Entrance

It is the initial part of the podcast where the topic is to be discussed and some initial concepts are presented.

It can include a characteristic greeting, introducing the members, and a kind of introduction that does not go on for so long. 

Also, listeners and guest(s) are welcome.

Discussion

These are sections or segments that seek to develop the initial ideas that were already presented in the entry. 

The objective is to follow a line between one section and another so that there is coherence and tension in what you are developing

This makes the interest of the public increase and is maintained.

The objective is to break down the main topic and delve into the details.

The additional sections can be recommendations, news, etc., these will vary depending on the type of podcast. 

For your part, remember that the podcast is not about taking for granted or reading what you believe with certainty.

But about exposing your opinions and points of view, which make the public identify and take its position by itself.

Closing

Once the conversation reaches its maximum point of tension and you have fulfilled the points of the script, then it is time to close or conclude. 

To do this, you can make a brief summary or reconcile the ideas that were discussed.

The purpose is that your audience is left with that feeling of having absorbed the information.

That is, having learned something specific and that it has also been interesting.

Remember to thank the participation of your guests, and the listeners for having listened.

And if it is a Panel podcast also thank the rest of the team.

But above all give information on how to find or connect to the podcast and the rest of the episodes.

What do You Need to Make a Podcast?

Microphone and Headphones

Remember that the audio is the main factor of the podcast.

So, to record correctly, it is essential that you have a microphone, it does no matter if it is cheap. 

If possible, preferably use antipop, since this allows you to soften the sounds when pronouncing.

For its part, the headphones will help you monitor the recording in real-time and edit the audio in detail later.

It doesn’t matter if the videos don’t have high quality in the beginning.

But it is important that the audio, which is the essential element, can be heard correctly.

Also, you can make a previous recording and listen to it later so that you notice the details and make improvements.

To create your podcast you can use condenser or dynamic microphones.

Condenser microphones in the world of music are very famous and widely used by singers in studios. 

These types of microphones capture the sound of the environment or room where you are recording.

That is, they are more open, so if you only have one microphone available.

There are several people in the podcast and the space is small, then it would be a very good option.

Dynamic microphones are commonly used for live shows. 

They filter the sounds better so that the voice is clearer. 

Some models of them can be the Shure SM58 and the SM57b.

Program Editing Software/Audio Interface

You need a program where you can make your adjustments before uploading it to any platform.

If we talk about the audio interface we refer to the recording software. 

The interface digitizes the sounds that reach the microphone. 

You can record your audio from an application.

But it’s best if you can do it directly from a specialized program or tool where you can also edit it later.

In these programs, you can add bumpers, re-record, trim and add sections.

If you have guests who can’t attend in person, then programs like Skype and Google Hangouts are great for establishing connections and recording remotely.

Currently, a single program can meet all needs, and the most common is Adobe Podcast, Audacity (free), and Reaper. 

They are quite simple interfaces to use, and in them, you will be able to include music in the sections.

Level the volume of the voices, and edit or eliminate aspects that are not necessary or relevant.

Music

To shape your podcast with music.

You must remember that the fact that you are on the internet does not mean that you can use any music because many use copyrights.

Investigate platforms that offer you melodies without copyright or pay others to certify yourself and be able to use them without problems. 

Some platforms to download music without copyright are Freeplay and Jamendo.

Defines Bit Transfer

In Latin America, most of the consumption of online media is through a 3G connection.

Therefore, it is recommended to use a 96 kbps MP3 format.

Recording Space/Place

The quality of your audio will begin with the choice of your recording area, preferably a space that gives you privacy and soundproofing.

Or at least one that has the least possible interference or is free from external noise.

Platform to Host Your Podcast

The most used are SoundCloud and Spotify, and your RSS feed is automatically generated when you host.

SoundCloud is the most accessed streaming podcast platform, that is, data transmission over the internet, it is especially for audio and it is free, however, after publishing some episodes you will need to pay for a premium account.

With Spotify, you can host long recording podcasts, monetize, make editions within the platform, including sound effects, and distribute them automatically to the largest players in the world.

Resonate is a hosting that guarantees good reproduction and sound quality, among other advantages. However, it only offers 14 free days (trial period), then you will have to cancel a premium service.

Apple Podcast is another platform, where users access both paid and free content. In the sector, the brand has offered a good service for subscribers and content creators. In addition, with its premium plan, it offers access to first-hand news, exclusive content, and no ads.

YouTube is a viable platform, even if it’s not just audio specifically, if your podcast includes video, then it will work for you, you can monetize on it and it offers you other advantages as well.

Deezer is also a streaming platform where you can upload your podcast shows, download them, or add them to a playlist and then listen to them even without an internet connection. Podcasts are classified by categories and even duration, offering many advantages for both creators and users.

Ivoox is a platform to enjoy thousands of podcasts, it shows the largest audio catalog in Spanish. You can publish for free, grow your podcast and monetize it directly. It is available for iOS and Android apps, the web, cars, etc. In addition, it makes it easier for podcasters to access quality content through search engines, playlists, and other publishing spaces.

How to Make a Podcast? Create Your Program Step by Step

Plan, create, and run your podcast show.

Define Objectives

It may seem trite to mention the definition of the objectives.

But it is essential that you know what you want to achieve with your podcast program.

Since the following phases can be carried out satisfactorily if you previously define your objectives.

These objectives may be related, for example:

  • Expand the reach of your brand
  • Strengthen the ties of a community around your brand
  • Create valuable content 
  • Show that your company has enough knowledge on a topic of a specific market
  • If your company seeks Brand awareness, among others.

Define Who You Are Creating Your Podcast for (Buyer Persona)

Once you have defined the reason why you are creating your podcast program, then it is time to define “for whom”. 

Your buyer persona has been like a representation of your client or ideal audience. 

That is the one that would use your services and products. 

The key details to determine them can be motivations, needs, desires, and concerns, among others that your target customer has.

The process of defining your target audience will guide you when selecting the format, guests, topic selection, tone of your program, and other features.

Concept and Theme for Your Podcast

Select topics in such a way that your audience or clients can understand them, do not use local idioms, but simple words that explain the topics in a concrete way.

Even if your chosen topic may cause comprehension problems in your podcast, then make a list of those words and provide a short, simple definition.

By having your buyer persona and the topic that you want to address, then you can easily choose the type of podcast that you will implement. 

For example, if you want them to be interviewed on specialized topics by experts, if you want to resolve the doubts that come to your social networks, etc.

Remember that people want and need to hear what you have to say and that only happens if they share the same interest, if you support them in their goals, if they heal a common pain or simply entertain them.

Storytelling is a great help in these formats, especially if you offer a solution or genuinely tell what you are narrating. 

It is very likely that with this you will have a connected audience and increase the number of subscribers to your podcast.

Choose the Type of Podcast

We defined the types of podcasts earlier.

So it’s time to select the one you’re going to use but remember that your show must develop its own identity.

Within your podcast, you can add elements such as background music, audio clips, sound effects, and other resources.

That not only helps to enrich the experience of your users but also gives them style as long as they are of the same nature.

Do not forget that mixing so many things at once can be disadvantageous.

Also, do not forget that some music is copyrighted, avoid incurring penalties.

The type of podcast you choose must match your buyer persona.

For example, if the format you chose is for training, then your target audience can be students, entrepreneurs, companies that are related to your field, etc.

Podcast Identity

It is essential that your program has its brand, you must consider a name and a type of image or graphic identity that you want to show to the public. 

You can guide yourself by researching related podcast programs, especially regarding the branding they use.

Create the Name and Logo

Come up with a simple name that users can remember and pronounce. 

Create a list of several alternative names and investigate that no one else is using it.

Once you know the name is safe to use, register it (also check domain availability, eg yourpodcast.com ) and continue to create your logo.

In this case, you must understand which graphic resource you would like to use.

For example, if they will be illustrations, geometric, abstract, or other. 

The creation of your logo must be executed very well because once it is disclosed in the different media.

It will be part of your visual identity strategy, and it is not recommended to modify it later.

For example, if your podcast is formal, then your logo should be very neat and well done.

While if the podcast is more informal, your logo can be more extravagant.

Set the Frequency and Duration of Each Episode

The course of your strategy will depend on certain questions, for example:

  • Do you have the necessary resources to record the episodes weekly?
  • How do you edit a program that took an hour and a half to record?
  • Will you have weekly guests?
  • What is the best for your buyer persona? Concurrent programs, one or two a week? among others.

What you should do is consider an editorial calendar to determine how frequent the programs will be and what will be the average time they will last. 

But, above all, you must understand your time.

That is, you know and manage very well the time and human resources that you must invest in this stage.

Make a list of topics to be covered for each edition for at least one season, most programs have at least 4 episodes, one per week.

Since it helps you create familiarity and consistency in the audience that listens to you.

But as we mentioned above will depend on your time and availability.

Create a Script

It doesn’t matter if your goal is to make a top-notch podcast or not, it is advisable to structure a script. because?

If you have already listened to some podcasts.

You have surely noticed how both the presenters and the guests make some jokes and remarks that arise spontaneously, which can make them deviate a bit from the main topic.

Therefore, it is essential that you have a script to reconnect with the theme or sections already planned.

And in this way, you can continue with the message.

Behind a podcast is a script that guarantees the connection of ideas and comments. 

It is not necessary to highlight the script.

But it does deserve that you have it on hand either through some printed material, on a tablet, phone, or computer, or study it previously.

Making a previous script enables you to capture the ideas and, if necessary, improve them.

Likewise, it allows you to optimize time, since you eliminate long introductions and go directly to the subject. 

In addition, for those podcasts with live interactions, facilitates communication with the public.

Make a Basic Structure

The elements of your script will depend on the format you have chosen.

Whether it is a panel podcast, interview, individual (monologue), or a mixed version of various formats.

Define your sections so that the script is a useful tool for all the people that are involved, that is, production, editing, etc.

The guidelines described in the script are not read verbatim in the program.

Because it would be noticed as something robotic and automatic.

The objective is that you guide yourself with it so that the episode occurs in a more natural way.

For example:

  • Introduction to the program (effect, music)
  • Welcome to the program by the presenter
  • Main topic to be dealt with: It is necessary that the idea in the first part be an impressive phrase that arouses the interest of the listeners.
  • guest presentation
  • Development/Sections
  • Some message or conclusion of the topic indicating the end of the episode
  • Thanks
  • Call to Action ( CTA )
  • Farewell

Once structured, you then proceed to review and do a test reading. 

That first reading will let you know if what you want to convey is within the development of your script. 

Do not forget the technical and spelling aspects, and do the review with the entire team that includes the podcast.

Because that way everyone is informed about the subject, the day and time of recording are scheduled, and who is the guest (if applicable).

Doubts are resolved, ideas are adjusted and therefore the recording flows better.

On the other hand, if they are slightly more complex issues, and not all the presenters have knowledge about it.

It is ideal that the subject be studied or investigated a bit beforehand.

Since this will also allow for a better connection, intervention, and management of the program.

The script allows there to be no confusion during the recording and you can also share it with the interviewee.

So that they have the knowledge and can understand the topics that you will address.

How to Publish a Podcast?

The publication and hosting of your podcast can be done simultaneously.

However, you will need to make an embed code for your player on your web page.

That is, your embed code is the HTML code that is used to add some within your domain and website external elements.

Remember that the publication of your podcast will not only be done on your website.

You must also publish it on your social networks and other platforms that help you with the dissemination, monetization, and growth of your podcast program.

It is important that your audience can access your podcasts on your website easily.

So you can enter it in the menu, on a podcast page with the data regarding the program. 

For example, names of the episodes, themes, guests, etc, and you can even classify them. 

The ideal would be to represent them in icons and that there is a brief description of the episode so that it generates interest in the listeners.

If there are guests, make available to your listeners, links to their social networks.

If they mentioned any tool so they know where to find it.

And if you want you can also separate the sections by the minute so your audience can identify the points of dialogue.

Can Podcasts also be Published on a Blog?

Yes, these can also be part of your content strategy, just as you can add video links.

In the same way, you can show the articles in texts or podcast episodes, that way you can complement the information.

This idea can be advantageous if you want to delve into topics that can become lengthy in writing.

The podcast can help you synthesize or recap information, and you can add them to your website as described above.

On the other hand, publish your podcast program on the platforms that we have already described.

It is very likely that you will have to log in, that is, open a user account, adds certain information, etc.,

And then load each episode that you are doing Always remember to read the policies and regulations, investigate some points in case you have certain doubts,

Find out if it can be monetized, among other aspects; this will help you to avoid problems or sanctions and to know if it is beneficial for you.

How to Monetize Podcasts?

With everything described before, you have surely noticed that to develop and maintain a podcast you need dedication and commitment. 

You spend a lot of time on it, now it’s time to monetize your podcast show.

Sale of Own Products

If you have an established brand, you can offer products such as flannels, coolers with a label or some design, stickers, notebooks, and pop sockets, among others. 

Analyze the costs of production, shipping, and others to offer a good price to your listeners.

Selling Affiliate Products

If you think that opting for the option of selling your own products is not a very good idea.

If you don’t see it as profitable, then selling affiliate products can be a good alternative.

For example, you can make it available to your listeners in your programs or social networks.

A purchase code (QR, for example) with which both you and the affiliate will know the profitability and effectiveness of this type of advertising.

You can also invite your affiliate to the program to explain what the product is about, etc.,

But try to make it more dynamic or general and intersperse advertising moments and not make the episode become a commercial for listeners. 

That way the marketing will look natural and interesting.

Sponsorship/Ad sales

To carry out this form of monetization.

You must be very clear about the duration of the advertising in each episode and if they are really related to your buyer persona.

Otherwise, you will lose an audience. 

For example, if your podcast is about digital marketing, it doesn’t make sense to promote pharmaceutical products or alcoholic beverages.

Also, the bigger your audience, the more chance you will have of getting sponsors.

But before proposing any exchange, remember to have your performance measurements or data on hand.

That will be your base to attract the attention of a potential sponsor.

Premium Access

If you already have a loyal audience, then offering to sell certain exclusive access content is a great idea.

For example, preview content, ad-free episodes, select guest Q&As, special recordings, and exclusives. 

To do this, you can show an appetizer that attracts the attention and interest of your buyer persona.

And invite them persuasively to subscribe for premium access if they want to see all the content.

However, avoid making your entire program about exclusive and unaffordable content.

As this can lead to discouragement from your audience.

So you can say that there will be relevant content or that the conversation will continue so that they access your premium form.

How to Position a Podcast in Google?

One of the largest search engines Google began to show podcast episodes related to the keywords that the user has used in the search results.

For this reason, the Google Podcast producer mentioned that.

In order to position themselves in Google, content creators must consider 3 fundamental criteria, which are:

  1. The quality of the content
  2. The number of listeners
  3. Podcast authority.

However, these criteria will not work alone.

Because it is important that the RSS of your podcast is optimized for SEO. 

When we talk about RSS, we are referring to the XML format for distributing content on the web.

That is, it is used to disseminate updated information to users who have subscribed to the content source.

Don’t Forget that Practice Makes Perfect!

Although producing a podcast may seem complicated, it really isn’t, it’s all a matter of perseverance and practice. 

Remember that good planning, organization, basic equipment, valuable content, and practice will make your podcast program a success.

Thanks for Reading.

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