Podcasting is quickly becoming the go-to outlet for content consumption. As a result, new podcasts getting launched every day. This course will teach you how to stand out from among the rest. Here are 9 sure-fire steps that lead to a successful podcast launch/re-launch.
Launching a Successful Podcast Guide Overview:
- Your Vision and Framework
- Naming Your Podcast
- Creating Your Cover Art
- Your Podcast Description
- Selecting Your Theme Music
- Define Your Avatar
- Planning Your Episodes
- Episode Titles and Descriptions
- SEO For Podcasts
- Get a Mentor
Before I dive in, I encourage you to go read the blog post below about my success in the podcasting world if you haven’t already. Here it is: How Creating a Brand Became a Top 20 Entrepreneurship Podcast
Now let’s get into this guide!
#1 Your Vision and Framework
This lesson is the most important point of this entire course!
You must answer the following questions to define your vision:
• What is the purpose of your podcast?
• What is your big idea?
• Who is it for, who will it reach and what value will it add to people’s lives?
• What is your ultimate dream for your podcast?
Choosing your podcast framework:
Your podcast framework is the “style” of the podcast show you are creating. Choosing a framework creates consistency for you and your listeners. This is vital to the success of your podcast. (This is where you define your goals and reach your vision for your podcast show.)
• Create Consistency – When will you post new episodes? What day, what time and how often?
• Episode Length – How long are your episodes going to be?
• Podcast Format – Are you doing an interview show? A solocast? (Decide on one and STICK WITH IT.)
• Episode Schedule – Once you answer these questions, schedule out your content. Let your audience know when you’re posting.
#2 Naming Your Podcast
When you’re naming your podcast, there are three categories of names to choose from.
• Branded Podcast Name – If it’s a company podcast, consider using a branded name. (Pro tip: If your brand is your name, I do not recommend using that as your podcast name; unless you are extremely well known.)
• Creative Podcast Name – Be careful with this. Make sure it’s easy to spell and catchy if you go this route. (If you do it right, this can be a huge win!)
• Descriptive Podcast Name – This is my favorite. Explain exactly what your podcast is in a clear way.
#3 Creating Your Cover Art
There is no perfect answer for what makes great cover art. BUT, there are plenty of ways to make bad cover art.
Cover art must be a minimum of 1400 x 1400 pixels and a maximum of 3000 x 3000 pixels, 72 dpi, in JPEG or PNG format with appropriate file extensions, .jpg or .png and in the RBG color-space.
Best practices for creating cover art for your podcast:
• Make sure it goes well with the name of your podcast.
• Keep the design simple and clean.
• Avoid including small details, keep everything large and visible.
• Any fonts you use need to be large and simple to read.
• The fewer words you use, the better.
If you’d like someone to make you affordable cover art, try Fiverr.
Do you want to make your own cover art? (Try Canva.com – It’s a free tool I’ve used many times.)
Example of Creating a Brand’s cover art.
#4 Writing Your Podcast Description
You first need to focus on the ideal podcast description length.
The main thing you should keep in mind is the space you have in Apple Podcasts. You have up to 255 characters in which to make your mark; this is relatively short. Be intentional with what you have!
It’s important to remember that people are searching for something to LISTEN to; not to READ. You want to keep your descriptions, short and straight to the point. Write just enough to interest people, so they start listening OR just enough to serve as a confirmation that this podcast is indeed what they want to hear. I researched new and noteworthy podcasts and some of the most popular podcasts. They all have one thing in common: short yet powerful descriptions.
Three other points to keep in mind:
• Focus on Your Audience’s Expectations
• Think Outside the Box
• Check the Quality of your Grammar
There is one tool I recommend above all else for checking the quality of your grammar:
I run everything I write through Grammarly, and I recommend that you do the same!
#5 Selecting Your Theme Music
“What kind of music should I pick for my podcast?”
This is a common question. However, it is a question only you can answer. The music you select is going to depend on the host’s personality, and the style of your podcast show. Only you can know what is going to work well for your podcast.
Here are a few recommended guidelines to follow:
• Pick a song that has a good place to fade out the sound or a place with a song ending so you can pick up the episode.
• Avoid picking a song that is lyrically heavy. Instrumental is usually the best choice.
• Make sure the sound and tempo match the first voice that speaks on the podcast.
• The song is supposed to complement the words you speak on your podcast episodes, not the other way around.
• I recommend using the same song for your intro and outro. You want people to get familiar with the sound.
#6 Define Your Avatar
Let me explain what, or who, your avatar is.
Your podcast avatar is your ONE most ideal listener. It’s who every episode and your entire podcast needs to be for. Here are some things you need to know about your avatar:
• How old are they?
• What do they look like physically?
• What is their job?
• Do they have a family or a lot of friends?
• Why do they listen to my podcast?
• Am I helping them with what I’m producing?
Getting your avatar right could end up being your biggest win. If you want to see how I have specifically defined the Creating a Brand avatar, here’s a link: Creating a Brand Podcast Avatar
Define your avatar as specifically as possible. ALWAYS have this individual in mind when you’re recording. It’s for them, not for the masses.
#7 Planning Your Episodes
You need to know what you’re going to say. This is very important, although most people skip right past this step.
Here are some things to ask yourself when you’re working on what you’re going to say:
• What will the topic be?
• What questions will I ask myself or my guest?
• What key points need to be mentioned?
• How am I going to end the episode?
The ultimate goal: Know what you’re going to say before you start recording! I cannot stress the importance of this enough. Take time with a notepad, or document on your computer. Have an outline, a good idea of what is going to happen. The more planning you do, the better your podcast content will be.
#8 Episode Titles and Descriptions
Two things to keep in mind when naming your episode:
ONE: Make sure that the main point or topic or your episode is one of the words that you use in your title. But, more importantly, is to make sure that it flows nice and that it’s a strong call to action for people to listen to your episode.
TWO: Do not put an episode number. There is no reason to do this. All it is doing is wasting prime real estate. If you really want to include episode numbers, be sure to put them at the end of your title, not the beginning.
Pro tip for creating episode descriptions:
An episode description is not the full show notes. Let me say that again because this took me forever to grasp. An episode description is not the full show notes. It should just be a short summary (high level comment) about the episode.
Include a link in your show notes to your website where you can have the full show notes.
As mentioned earlier, always check your grammar. Make sure to sign up for your free Grammarly account.
Need inspiration? Check out some of our titles and descriptions for the Creating a Brand Podcast.
#9 SEO For Podcasts
I know, SEO can be scary. I’m going to make this as painless as possible for you. Here are the most important SEO ranking factors for podcasting:
• Podcast Title – You want your podcast title to have the words you want to rank for within it.
• Podcast Description – The words you want your podcast to rank for need to be as close to the beginning of your description as possible. However, do not make a lousy description so you can “stuff” the keywords into the front. It still needs to sound good and flow well.
• Author Name – Here’s the secret one. Most well-versed podcasters don’t even know that your author name matters. If I’m attempting to rank for Leadership, and my author name is Alex Sanfilippo, it would be harder for me to rank than if my author name was Alex The Leadership Guy or something along those lines. Be careful. If Apple Podcasts catches you making your author name your keyword that you’re trying to rank for, they are going to penalize you for it. (This is a less important ranking factor, so stay on the safe side with this one.)
• Popularity – Reviews, 5-star ratings, and download activity are going to help you a lot. The Podcast app is all about capitalism. If you’re popular, Apple Podcasts will make you even more popular.
• The title of your podcast episodes and their descriptions – As much as possible without making it sound bad or repetitive, you want to include important keywords within your episode titles and descriptions. I encourage you to avoid using the word “episode” or even numbering the episode you’re on with your podcast in your title.
#10 Get a Mentor
Although I’ve been podcasting for years, I still have a podcasting mentor. The industry changes so fast and there is always new helpful ways to podcast like a professional. Keep up with the educational content, talk with other podcasters, go to meetups, and find someone that can help you. (I may even be the right fit for you – see below.)
Here are two resources for you:
RESOURCE #1: Listen to this short podcast episode, Everything You Need to Know About Podcasting.
RESOURCE #2: Once a quarter I run a 12 person masterclass on the topic of podcasting. Visit the masterclasses page to see if we have any availability left. (Trust me, you’re not going to want to miss this!)
And now on to your favorite part…
You’re Ready to Launch Your Podcast
Your Next Step:Now that you’ve completed the 9 steps above, it’s time to launch your podcast. I’ll show you how to maximize it’s success in the process with my online course, How to Launch a Top 100 Podcast.
This is my premium course that teaches you everything (a to z) about launching a podcast that will get noticed and succeed. Click here to enroll today!
The world of podcasting is growing rapidly. If you want to stand out among all of the other podcasts that go live every day, there are some very specific things you need to do that this course will teach you. I hope that this information was helpful. As always, I am an open book within the Creating a Brand Community. I’m looking forward to chatting with you there!
QUESTION FOR YOU (COMMENT BELOW)
If you were to add a 10th point to this guide for launching a successful podcast, what would it be?