We're 182 episodes into the @Adweek podcast (if you count bonus eps), which feels like an appropriately arbitrary moment to share a thread of a few things I've learned about #podcasting over the past 4 years. Here we go:
1. Your first episodes are going to suck. Sure, do everything you can to get your quality as high as possible, but be zen about the fact you're only going to get better and you're learning as you go. Otherwise you'll never launch it.
2. Record 3 or so eps before you begin promoting it beyond your closest friends. That'll give you time to iron out major issues and get closer to finding your stride. Plus it's nice for fans to have a bit to dig into if they like it.
3. Podcast studios are great, but nothing beats recording in your closet if you can rig it. It'll be cramped, but clothes make great soundproofing, and standing up makes for a better podcast anyway.
4. Just to reiterate No. 3, try to record standing up if possible. It changes your energy. Certainly not mandatory, but helps me stay focused.
5. Before launch, spend time (and probably money) on a good logo / thumbnail. Keep it simple, colorful and legible. Gather up a bunch of your favorites and see what they have in common, then lean into that.
6. Be somewhat blunt about asking for reviews and ratings once you've gotten going. Be sure to provide an email for feedback too. You'll be surprised what you hear back, and it can often really change your podcast for the better.
7. Don't try to be someone else. Don't try to do what others are doing. Be yourself and let your show become its own thing. Sure, take advice when it's helpful, but don't believe anyone who says there are "rules" to good podcasting.
7b. side note: My favorite podcasts as a listener are 2+ hours long per episode. So take all that "20 minutes max or it's wasted effort" talk with a grain of salt.
8. Does hardware matter? Yes, but only to an extent. Use a good condenser mic (I've been on the same Blue Yeti since episode 1) and ask for advice from others who've used it. (ie "Keep that gain turned waaaay down.")
9. Wear decent headphones when you record and listen to playback, but don't obsess over minor background noises or the occasional dog bark / door slam. It's part of the charm.
10. Now we get to the rules @Zanger taught me (after I had a traumatic experience or two): ATF and AHAB. "Always Test First." "Always Have a Backup." Run test audio and play it back before recording. Same for guests. Have extra cables handy, etc.
11. If you're not a good audio editor, find a good audio editor. Ask for recommendations. If you can't afford that, doesn't hurt to learn to become one!
12. I use Audacity to record and Skype to connect with guests / colleagues. That's honestly it on the software front, since I don't handle the editing. Libsyn's been a good host and is affordable.
13. If you're chatting with a guest / co-host online, try to have all audio recorded locally to that person's computer vs. trying to record a skype call from your end. Tools like Zencaster are… OK, but compression / sync is always an issue and makes for a lot more editing.
14. Before you launch, really spend some time thinking about how you're willing to monetize your podcast. Talk to other hosts about what they've experienced. Pre-roll and mid-roll ads? Will you be willing to read them? Etc.
15. Make it easy for potential advertisers (if you're amenable to those) to reach you, learn your metrics and discuss pricing options. Don't inflate your numbers. Just be honest and update as you grow.
16. Speaking of growth, it'll likely be slow. You'll get a few spurts of subscriber growth, but then it'll probably be incremental. Just stay at it and appreciate the listeners you have. Podcast sharing is word of mouth, which takes time.
17. If you don't love your podcast, no one's gonna love your podcast.
18. Before launch, also spend time thinking about your "rules." What will your show never do? What will your show always do?
18b. (Our self-imposed rules at launch were "No all-male podcast panels" and "We publish every week." Holidays and a few bonus interview eps aside, we've consistently stuck with both.)
19. Consistency is key. Get on a schedule and stay on it. Sure, you can publish when the mood hits, but the gaps between eps will only grow, and you'll spend more time apologizing than creating.
20. Be consistent but also willing to shake things up. Try a weird episode format. Take questions, go outside, have your mom on the show, whatever. It keeps things fresh for you and the listeners.
21. Yes, the podcast space is crowded. But it's never too late to launch a good podcast. Once you have a fun concept and the time to devote to it, just have faith in yourself to create something worth listening to.
22. It'll suck. It'll be great. You'll be glad you did it.
That's all I've got. Feel free to share the lessons YOU'VE learned too.
And if you're not already a listener, check out @Adweek's weekly podcast—"Yeah, That's Probably an Ad"—here:
Apple: adweek.it/podcast
Spotify: adweek.it/awspotify
And if you're not already a listener, check out @Adweek's weekly podcast—"Yeah, That's Probably an Ad"—here:
Apple: adweek.it/podcast
Spotify: adweek.it/awspotify
