Creating a unique, one-of-a-kind podcast in 2024 isn’t as simple as it used to be. Setting up the cameras and microphones while arranging all of the pre- and post-production elements to create a well-oiled machine takes time. For those starting out, or looking for some tips and tricks for creating the perfect, industry-specific podcast, we have broken up our recommendations into four distinct categories: Pre-Production; Distribution; Production & Scaling; and Post-Production. 

No matter where you are in your podcasting journey, there is room for improvement. A podcast should be an evolving production that never stagnates on topics, guests, or production value. In fact, to make a world-renowned podcast (or starting small as an industry-renowned podcast), you must constantly evolve your product to meet the production of newer players in the space. 

Here are some tips and tricks for staying ahead in all phases of podcast production. 

Pre-Podcast Production: Setting the Foundation

Launching a professional podcast starts with strong planning and clarity on essential elements before ever hitting the record button. The pre-production phase ensures the podcast has a clear direction, meaningful content, and the right structure to engage your intended audience. 

Often overlooked, pre-production is the backbone to any piece of content. Writers need outlines, directors need storyboards, and podcast producers must ensure their pre-production is on point to succeed. 

Identify Your Topic & Audience

The first step in podcast creation is choosing a topic that aligns with your goals and audience interests. Ask yourself: What do you want your podcast to be known for? It could be industry-specific expertise, thought leadership, or even niche discussions within a broader field. Whatever your choice, ensure the topic is broad enough to provide multiple content angles but specific enough to build an audience that cares. 

Because identifying a topic should be done in conjunction with planning your target audience, it’s vital that these two steps happen simultaneously. Clearly defining your target audience is critical in shaping both the content and tone of your podcast. Knowing who you want to reach will influence how you structure discussions and select guests. 

Consider factors like their professional background, interests, pain points, and the kind of value they expect from a podcast. The more focused your audience, the more tailored your content will be, helping you establish authority in your niche.

Plan Episodes Before Recording

Before launching your podcast, map out at least 12 content ideas. 

Yes, 12.  

These first episodes should cover a wide range of themes within your core topic to give listeners a reason to stay engaged over time. Start with a mix of in-depth discussions, expert interviews, and topical trends to create variety in content styles. Alongside planning episode numbers and topics, having 12 concrete podcast topics helps create the perfect production schedule. 

There is nothing worse in the podcast space than an inconsistent schedule for a beginning podcast. If audience members have to constantly struggle to view your latest episode, you will lose your audience before you’ve even gained a foothold. 

Decide on Podcast Format

The next stage on the podcasting pre-production journey is simply deciding on your podcast format. Will it be audio-only or both audio and video? Audio podcasts are often easier to produce and more accessible to audiences on the go. However, adding a video element can significantly boost engagement and reach, especially on platforms like YouTube. 

You’ll also want to define the length of your episodes—typically, anywhere between 20 to 45 minutes is optimal for maintaining listener attention without overstaying your welcome. However, that is a very loose ballpark. Depending on the topic, and depending on the target audience, some podcasts go as long as 6 hours covering in-depth history lessons. Your podcast length should be determined by several factors, including your own production management and editing skills, what your target audience expects (this is determined by the most popular podcasts in your target industry), and how long your guests have to speak with you. 

If you’re struggling with maintaining consistent podcast times based on topic, then consider going for smaller, more accessible podcasts instead of trying to fill time with “filler” information. 

Selecting the Right Host & Preparing Guests

Yes, you’re starting your own podcast but if you’re looking objectively at the content, are you the right host? Your host needs to have rapport not only with the guests but also with the audience. They should be well-versed in the podcast’s subject matter and able to go off-script when necessary, guiding conversations naturally and confidently. 

Additionally, the host must be comfortable asking challenging questions and drawing out meaningful insights from guests. If you’ll be hosting yourself, evaluate your ability to engage with others on the topic and lead the conversation.

Equally as critical, if your podcast will feature guests, plan who you’ll invite early. This stage of planning should come with your 12 prepared topics and, as you get going, guest planning should stand in step with the topic planning. 

Prioritize individuals who have strong, relevant knowledge, and ensure they’re comfortable with your podcast format. Some guests may feel uneasy in front of a camera or during unscripted conversations. Before recording, brief your guests on the discussion topics and format, and make sure they are adaptable to dynamic conversations. It’s important that they feel supported but not overly scripted so that the dialogue flows naturally. 

Perhaps even more important than ensuring they are well-spoken is ensuring that they are amenable to suggestions. Often, guests have trouble accepting that they’re not as well prepared as your podcast needs to be. Find guests who are willing to find better lighting, adjust their microphones, or willing to change their attitude to match the topic. 

By addressing these pre-production elements, you create a solid foundation for a successful podcast that delivers value, engages your audience, and sustains growth over time.

Distribution & Promotion: Getting Your Podcast Heard

After completing pre-production, the next step is ensuring your podcast reaches your audience through the right distribution channels and effective promotion. Even the best content can go unnoticed if not strategically placed and promoted, so careful planning is essential. 

While this is still technically pre-production, distribution & promotion is an important part of the formula. If your podcast is produced immaculately, but you only advertise it to your friends and family, then the world is missing out on the next big hit. 

Choosing Your Distribution Platforms

Where you publish your podcast significantly impacts who can find and listen to it. Your distribution strategy should focus on platforms that align with your target audience’s preferences and habits. 

The following are some of the most popular options to consider:

• YouTube: If your podcast includes video, YouTube is a powerful platform for discoverability. It allows you to reach a wide audience through search optimization and video algorithms. Even for audio-only formats, YouTube can still serve as a distribution platform by using visual elements such as waveforms or static images to accompany the audio.
• Apple Podcasts: With millions of users, Apple Podcasts remains one of the largest and most respected podcast platforms. It’s a go-to for many listeners who use iPhones or other Apple devices. Being listed here gives your podcast credibility and visibility to a massive, engaged audience.
• Google Podcasts: For Android users, Google Podcasts provides a similar experience to Apple’s platform. It integrates well with Google’s search engine, allowing your episodes to be found through general search queries, enhancing discoverability.
• Spotify: Spotify has emerged as a podcasting powerhouse, blending music and podcasts in a way that introduces new listeners to a wide variety of shows. Its growing user base makes it a must-have for distribution, particularly if your content appeals to a younger demographic.
• Industry-Specific Platforms: Depending on your niche, consider distributing your podcast on platforms tailored to your industry. Some professional or subject-specific platforms cater to more focused audiences, providing access to highly relevant listeners. Research industry directories, forums, or podcast networks where your content might find an attentive, engaged audience.

Here is a tip — release it on all of them. There is no downside to actively promoting and distributing your podcast on every platform available to you. Post on YouTube, Apple, Google, Spotify, and work with third-party distributors to make sure your voice is heard. 

Developing a Promotion Strategy

Once your podcast is published, the next step is promoting it across the right channels to build an audience and generate engagement. The promotion strategy should be as well thought out as your content creation, ensuring that each episode reaches its potential listeners.

• Social Media Promotion: Use platforms like LinkedIn, X, and Instagram to share episodes. Each platform caters to different audience types, so tailor your messaging accordingly. LinkedIn works well for professional audiences, while X allows you to engage in real-time conversations and trends. Instagram and Facebook can be leveraged for visual promotion, especially if you’re using short video clips from your episodes.
• Third-Party Support (Influencers or Industry Partners): Collaborating with influencers or industry partners can significantly boost your podcast’s reach. Partnering with individuals or organizations that have a similar audience base can help you gain credibility and visibility quickly. Whether through guest spots, shout-outs, or co-promotion, third-party support can be instrumental in attracting new listeners.
• Email Newsletters & Website Integration: Leverage your company’s email list by including links to your latest episodes in newsletters. This is especially effective for engaging an audience that’s already familiar with your brand. Additionally, consider embedding episodes directly on your website, where visitors can listen without leaving your site, which boosts both SEO and brand visibility. If you do not have a website, consider starting one for your podcast. The monthly fees for hosting a website are well worth it in the promotion landscape of ensuring SEO value. 
• Google Ads or Paid Promotion: If you have a marketing budget, paid promotions can help attract new listeners. Google Ads or social media ads targeting relevant audience segments can boost your podcast’s reach significantly. Paid campaigns are especially useful in early stages to drive initial traffic and listens, giving your podcast a boost that organic promotion may not provide right away.

Maximizing Each Episode’s Exposure

To maximize your podcast’s exposure, create promotional materials for each episode, such as:

• Teasers and Trailers: Short, engaging snippets of your episodes can be shared across platforms to generate interest. These teasers highlight key moments or exciting discussions, enticing listeners to check out the full episode.
• Episode Highlights and Quotes: Share key quotes or insightful highlights from each episode in visual formats or text-based posts. This type of content performs well on platforms like LinkedIn and Instagram, where short, impactful posts catch attention.
• Guest Promotion: If you feature guests, encourage them to share the episode with their networks. This cross-promotion can introduce your podcast to new audiences, especially when guests have strong followings.

By carefully selecting your distribution platforms and implementing a multi-channel promotion strategy, your podcast has the opportunity to reach a broad and relevant audience. Strategic promotion ensures that your episodes are heard, shared, and appreciated, positioning your podcast for sustained success.

Production & Scaling: Elevating Professionalism and Consistency

Once your podcast is live and gaining traction, it’s time to enhance the production value and establish a routine that fosters consistency and growth. Moving from the initial launch phase to professional, scaled production requires attention to detail in every aspect of your podcast, from setup to scheduling.

Elevate Production Quality

No matter how strong your podcast idea is, there’s always room for improvement. As you gain experience, refining your production quality becomes essential to maintain listener engagement and build a professional reputation. 

Here are a few areas to focus on:

• Home Studio Setup: If you’re recording remotely, having a high-quality home studio setup is crucial. This doesn’t necessarily mean spending thousands on equipment, but it does mean investing in tools that make your podcast look and sound professional. Good lighting, an ergonomic posture, and clear, crisp audio can make a world of difference in the quality of the final product. Ensuring your guests meet these standards is just as important to maintain consistency across episodes.
• Audio & Visual Clarity: Use high-quality microphones, headphones, and cameras (if using video). In a competitive podcasting landscape, listeners expect clear sound and visuals. Poor production quality can detract from your content, regardless of how valuable the discussion may be.
• Lighting & Framing: If your podcast includes video, good lighting is essential. Invest in soft lighting that flatters your face and minimizes shadows. Framing also matters—ensure the background is neat and free of distractions. While these elements may seem minor, they create a professional impression that can significantly impact viewer perception.

For a more comprehensive guide to home filming, check out Branding Arc’s Tips and Tricks for Home Office Filming. 

Maintain Professionalism for Guests

As your podcast grows, ensuring guests are prepared and polished will enhance the overall quality of your show. Make sure your guests understand the importance of a professional setup and have access to necessary equipment, even if it means sending them a microphone or lighting kit for the episode. 

A clear briefing before the show can help guide guests on expectations for sound, visuals, and content flow, helping everyone feel more comfortable and prepared. In fact, having 15-20 minutes before filming to adjust audio, make sure the video is presentable, and loosen up your guest is just as important as the pre-production steps listed above. 

Find Your Frequency

Once you’ve established a foundation of content ideas, one of the key elements to scaling your podcast is consistency. Building a loyal audience requires a regular release schedule, whether it’s daily, weekly, monthly, or quarterly. The most important thing is to commit to a cadence that works for you and your audience.

• Daily Podcasts: If your podcast is in a fast-paced industry like news, daily episodes may be necessary. However, producing daily content can be labor-intensive, requiring a dedicated team for editing, scheduling, and promotion.
• Weekly Podcasts: Many successful podcasts stick to a weekly schedule. It provides enough time to develop quality content while staying on your audience’s radar regularly.
• Monthly or Quarterly Podcasts: For podcasts focusing on in-depth research or complex topics, monthly or even quarterly episodes may work better. Longer gaps between episodes allow you to focus on producing more detailed content, but you’ll need strong promotion to keep your audience engaged between releases.
• Special Episodes: This may seem like a no-brainer, but it’s vitally important that you plan special episodes throughout your podcast’s history. Special episodes help drive audience members to milestone events and encourage the audience to listen back to previous episodes. 

Scale Your Podcast as it Grows

If your podcast gains popularity, it’s time to explore opportunities for scaling. Growth can take many forms, from increasing production resources to expanding content offerings.

• Expand Episode Formats: As you grow, experiment with different episode formats. You might add mini-episodes, roundtables with multiple guests, or even live Q&A sessions. Scaling doesn’t necessarily mean increasing frequency; it can also mean diversifying your content to keep things fresh. Oftentimes, people leave podcasts because they are too rapidly evolving or too stagnant. Finding the right balance is key. 
• Increase Collaboration Opportunities: Leverage partnerships and collaborations with other podcasters, influencers, or industry experts to reach wider audiences. Cross-promotion and guest exchanges can help you tap into new listener bases.
• Outsource Production Tasks: If you find yourself spending too much time on editing or promotion, consider outsourcing these tasks to professionals. Hiring an editor or production assistant can free up time to focus on content creation and podcast growth, while ensuring a polished final product.

By continually improving production value, establishing consistency, and scaling smartly, you can take your podcast from a good idea to a professional operation with long-term potential for success.

Post-Production Management: Sustaining Momentum and Navigating Feedback

Once the podcast is recorded and published, the work doesn’t stop there. Post-production management will keep your podcast relevant, engaging, and continuously growing. This phase involves ongoing promotion, handling audience feedback, and making necessary adjustments to improve the podcast over time.

Continued Promotion is Essential

It’s tempting to focus all your promotional energy on a podcast’s launch, but consistent promotion is crucial for long-term success. Once an episode is released, don’t let it fade into the background. Re-visit and re-promote episodes through multiple channels to keep the conversation going and attract new listeners.

• Recycling Content: Create a strategy to repurpose old episodes by sharing memorable quotes, key insights, or clips on social media. These bite-sized pieces of content are ideal for engaging your audience on platforms like LinkedIn, X, and Instagram. Highlighting timeless discussions or past episodes that are relevant to current events is a great way to drive renewed interest. Consider even creating evergreen social media content that highlights these videos consistently. 
• Episode Series Promotion: Group episodes together by theme or topic to create mini-series within your podcast catalog. Repackaging old episodes as part of a curated series can reinvigorate your podcast’s archive and keep content fresh. YouTube is remarkably efficient for this, allowing you to create archives of specific episodes. 
• Cross-Promotions: If your podcast features guests, collaborate with them on promotion. Encourage them to share episodes with their followers, extending your reach to new and potentially interested audiences. You can also exchange promotions with other podcasts in your niche, helping you tap into complementary listener bases.

Dealing with Criticism

As your podcast grows, so will your audience’s feedback—both positive and negative. Dealing with criticism constructively is important, even if it may be tedious to find actual constructive criticism. Podcasting is a dynamic, evolving medium, and being open to listener input can help you adapt and improve.

Developing Thick Skin

Not all feedback will be glowing, and that’s okay. It’s important to develop a thick skin and take criticism in stride. 

As Adam Parks, President of Branding Arc, explains:

“Criticism is part of the process, and it’s important not to let it derail you. The best podcasters are the ones who can filter through the noise, extract useful feedback, and keep pushing forward. Receivables Podcast has gotten its fair share of criticisms but we’ve been able to find actual helpful feedback in the negativity that has allowed us to grow to the most successful receivables podcast in the industry.” 

Adapting to Change

Listening to your audience and making adjustments is key to staying relevant and successful in the long term. 

Katalina Dawson, EVP of Branding Arc, explains: 

“Adapting to criticism doesn’t mean changing your core message, but it does mean being open to evolving your format or approach to better serve your audience. The ability to grow through feedback is what will keep your podcast thriving. When I started Career Path with Katalina, we didn’t know the reception it would get. While it’s been overwhelmingly positive, we’ve been able to stay flexible and adapt to any changes the audience would like to see.” 

By embracing feedback and making necessary changes, your podcast can evolve while maintaining its core strengths. This willingness to adapt helps you better meet your audience’s needs and ensure the longevity of your show.

Don’t Stop Learning

Starting and maintaining a successful podcast is an ongoing journey, and the tips and tricks outlined here are just the foundation. Whether it’s refining your pre-production process, optimizing distribution strategies, enhancing production quality, or navigating the challenges of post-production, each step offers opportunities for improvement. 

No matter how seasoned you become, never stop learning. The podcasting landscape is always changing, and the most successful hosts are those who embrace change, stay curious, and refine their craft. By consistently seeking new knowledge, experimenting with new techniques, and adapting to audience needs, your podcast can continue to grow and thrive. Podcasting is not just about creating content—it’s about evolving with your listeners and the medium itself.

About Branding Arc

Branding Arc is the only full-service marketing firm dedicated to the receivables management sector of the financial services industry. We manage the websites, search engine optimization, and online reputations of over 100 receivables firms across all disciplines, including debt buyers, collection agencies, law firms, creditors, and their service providers.

Through the creation and distribution of compelling, targeted marketing campaigns, we help companies improve their reputations, recruit staff, find clients, and establish a strong online presence.