Is podcasting right for me? And if so, how do you start a podcast in 2022?

It seems that these questions are becoming more and more common as the popularity of podcasts skyrockets. If you’re like most casual podcast fans, you’ve probably wondered what it would take to start and grow a successful podcast. Would you like it? What kinds of skills, equipment, and budget would you need to do it right?

From the outside it might sound like a lot of fun, too much work, or both, but you won’t have a clear idea of ​​what it’s really like to do until … well, you do. do.

But in case you want a little more information, we’ve compiled a monstrous list of over 50 frequently asked questions about starting a podcast and everything related to it, what you need to get started. how to monetize. and get it noticed by as many people as possible.

Why start a podcast?

According to Edison Research, the number of monthly podcast listeners in the United States increased by 17 million people from 2018 to 2019. And the number of podcast listeners is expected to increase by 20 million each year, reaching 160 million. by 2023.

Suppose you are looking for a new way to generate income, increase awareness, or improve conversions. In this case, podcasting may be the way to go, especially if you are trying to reach a younger audience. In 2020, according to Statista, nearly 50% of podcast listeners were between 12 and 25 years old and 40% between 25 and 54 years old.

Step 1: Radio research and podcasting

Horror writer Stephen King has written over 50 books and sold around 350 million. Your advice for new writers? Read. Read as much as you can, because reading other people’s work and understanding how all kinds of novels are written informs your own writing.

The same goes for podcasting. Listen to all kinds of podcasts of different genres. Also listen to radio broadcasts, old and new. After all, they are the ancestors of the modern podcast.

Take notes when you hear something you like: a format, an interview technique, an introduction, whatever. When it’s time to create your podcast, you can extract your notes and incorporate those elements into your schedule.

Step 2: Finding and Buying the Right Podcasting Equipment

At the very least, you’ll need a decent microphone, recording and editing software, and a quiet place to record your podcast.

While you can use a computer microphone, an external microphone, preferably with a pop filter, will pick up the sound of your voice better without too much background noise. You should also consider getting an isolation shield if your microphone settings allow it.

And that quiet place to record your podcast? Choose a small space if you can, ideally with a closable door and good insulation on the walls.

If you can furnish a room with soundproof panels, so much the better. All of this will not only reduce background noise, but also reduce echo in the room.

If all of that isn’t possible, something as simple as a clothesline with a blanket hanging around your recording space can make a difference. You can get a special acoustic blanket or just use one in your linen closet.

Finally, do your research and choose the best recording and editing software for your podcast. The most popular recording apps include

  • Garageband: works with Apple products, allows you to record and edit your podcast and create original music, free to use
  • Audacity – works on Windows, macOS, GNU / Linux and more, allows you to record and edit audio, free to use
  • Apple Logic Pro X – Works on Mac, interacts with GarageBand, offers advanced tools, one-time purchase of $ 200
  • Adobe Audition – Works anywhere Adobe products work, lets you edit, record, and create sound effects, $ 20.99 per month (or part of Creative Cloud at $ 52.99 per month, which includes Photoshop , but can work in pictures to accompany your show)

But you can even use Skype, Zoom, or to make your recording and then upload your file to one of the above programs so that you can edit it.

Determine your podcast content goals:

Every part of your content plan has a goal, right? So what would a podcast do for you? It might be:

  • Promote your brand?
  • Will this be a way to promote new products?
  • Position yourself as an expert in your field?

Keep in mind that all content has the same end goal: to solve a problem or pain point for your audience.

But some branded podcasts aren’t that straightforward in their approach. Some brands even create content just for entertainment, but even that kind of content solves one problem: boredom.

But there are plenty of ways to solve a problem for your audience while still hitting your content goals.

GE’s goal is to promote its technology and expand its audience.

Our goal at Marketing School is to raise awareness of our content marketing services and increase conversions.

Whatever your goal, remember this: a podcast can generate over 4% increase in brand recall, and 61% of listeners exposed to podcast ads for major brands were more likely to purchase these. some products.

So what is the problem that you are trying to solve for your audience? How are you going to solve it?

Step 3: Identify Your Podcast Audience

If you already have a strong social media presence, your target audience and characters may be good to go. And you can use your podcast to reach that audience on another channel, especially if you move away from traditional social media.

But consider using podcasts to expand your audience. A podcast, after all, should fit into your holistic content marketing strategy. This can be another tool to increase your brand awareness.

In that case, identify the audience you want to market your brand to and make sure that’s the one you can reach through podcasting in the first place.

Start a podcast Day 4: choose your podcast format
I have already spoken a bit about the format. For example, my podcast is a monologue or dialogue format, where Eric and I, together or separately, discuss some social media marketing content or topic and share our ideas.

Monologue or dialogue formats are great for educational and hands-on podcasts.

The GE podcast follows a theatrical format, reminiscent of the radio dramas of yesteryear. It’s a great entertainment format. GE has found a creative way to list its products, but not all brand-related podcasts directly talk about its products.

Some of the other popular podcast formats include:

Interview podcasts

The interview podcast is just that; a question-and-answer format in which the host interviews guests on a topic related to the content goals of the podcast.

Foundr Magazine founder and CEO Nathan Chan interviews entrepreneurs and startup executives on his podcast, Foundr Podcast, to help educate other entrepreneurs on everything from marketing to raising capital to growing businesses. ‘a company.

Informal discussion podcasts

For an informal conversation, two or three people, whether hosts or host and guests, pick a topic and discuss it freely without a script. A host might have a few bullet points to keep the conversation on track, but there’s no other script to talk about.

Slate Magazine’s Spoiler Specials brings together movie reviews to discuss recent movies, with lots of spoilers. Although they do not promote the brand, it positions them as SMEs in film and entertainment.

Panel podcasts

Insurance broker Allianz hosts a group discussion podcast titled Insurance Tomorrow, where panelists discuss current events and their impact on the insurance industry.

In this type of podcast, a host initiates the discussion and maintains a list of questions or bullet points to keep the conversation on track.

Journalistic podcasts

A news podcast can take many forms. You can just broadcast the news of the day, or you can tell longer stories, as you would hear in a news magazine.

For a branded podcast, the longer version is probably the best. And it doesn’t have to be related to your product.

For three years and 58 episodes, the Basecamp The Distance podcast used a journalistic approach to tell the stories of small businesses that had been in business for 25 years or more. The idea was to inspire other small business owners.

Start a podcast Day 5: Start choosing your concept

Once you know your audience and your content goals, you can start thinking about the concept and themes of the podcast.

Your concept must be unique. Take a look at other podcasts for inspiration, but make sure you don’t duplicate a podcast that already exists.

Your concept must relate to your brand and products in some way. The GE podcast, for example, is loosely related to technology.

Ultimately, your concept must engage your audience and solve a problem for them.

Choosing a concept will require market and audience research. You can even survey your product’s super users to get an idea of ​​the types of topics that would interest them.

Start a podcast Day 6: Start looking for a name

There are several ways to name your podcast. You can use your podcast content, your name if you have a decent audience, or your company name if it is well known.

Regardless of what you choose to do, make sure your title is clear, catchy, and memorable, and not already recorded. Of course, you should also include keywords that help you appear in the search.

You should also research both the name you chose and its variations, combined with “podcast,” “TV show,” “book,” “movie,” and whatever else you can think of that requires your use. SERPS. Look for them not only on Google, but also on social media sites.

Step 7: Start designing your podcast’s thumbnail illustration

Apple and other podcast hosting platforms require artwork for your podcast, so there is something to show for research.

For this step, we will focus on what will appear in the podcast applications themselves; what you saw above looks more like some great cover photos (more on that later).

Apple is still the big name in podcasting; after all, “podcast” is short for “iPod streaming.” Therefore, you should pay attention to Apple’s recommendations for good coverage:

  • Keep it simple and easy to recognize, with relevant images.
  • Display your podcast title in a large, clear font.
  • Keep it at a maximum of 3000 x 3000 pixels.
  • Avoid logos used by others.
  • Do not put illustrations at the bottom of the image, they could be hidden in the applications.
  • Consider the dark mode when creating your art.

Where do you get this art from?

In a perfect world, you would have an incredible artistic team at your disposal; use them if so. But not everyone is so lucky and you may need to find someone to do this job for you. To consider:

  • Look at the podcast’s program ratings to see who they credit for creating the logo. Could you also contact them?
  • Check out freelance sites like Fiverr for freelancers.
  • Create your own through apps like Canva, just check the copyright rules before finalizing the final product.

Step 8: Create Your Content Calendar

Now is the time to figure out how often you’ll post new episodes and what those episodes will be about. Think about themes and keywords for your episodes, and write a guest list that you might want to have on the show.

Create a content schedule that includes enough time to schedule your guests (if you have any) or write your script (if it fits your format), and record, edit, and publish your podcast.

Step 9: Write your podcast script and find your music

Developing a full script can take anywhere from a day to a few weeks, depending on the format, the amount of research required, and the number of review levels you need to pass. But here are the basics.

The podcast scenario

The type of script you write, if any, depends on the format you choose for your podcast. Most podcast scripts include the following:

  • Musical theme
  • An intro that mentions the name and concept of the show, describes the theme of the episode (including keywords), and introduces the guests.
  • An outro, or conclusion, that concludes the program and includes a call to action. Your call to action should tell your audience to rate, review, subscribe, join you on social media, and most importantly, get the word out.

If you want your podcast to have a more informal feel, you can just write an outline or a few bullet points of what you want to talk about and then talk about your topic from there. Or you can write a full script, but be prepared to step aside and play a prank on your co-host.

If you’ve chosen a storytelling format, such as the GE podcast, or even a convenient format, you’ll need to develop a full script.

For a tutorial on writing screenplays, check out NPR’s Guide for Students. It’s packed with helpful tips to get you started.

Music podcasts and sound effects

Most podcasts have some sort of music before their show’s introduction. If you want something unique for your podcast that is consistent with your brand, this is something you’ll want to order.

As with artwork, you can bring in a local musician or friend, a freelance writer from a site like Fiverr or through a local job board, or ideally hire someone in your office. No matter who you use, be sure to give them credit on each set of program notes; it is good practice.

If you don’t want to hire someone, you can search for royalty-free music sites, such as These usually allow you to search for music in a variety of genres.

There are also free and subscription services for sound effects, like Zapsplat, if you need sound effects for your podcast. As with music, some of the recording options we talked about a while ago are also available.

Step 10 : Record your podcast

It’s finally time to record. However, there are a few best practices to follow. While you’re comfortable speaking in front of a crowd, setting up an audio system and using a microphone is different for podcasts.

Use your podcasting microphone correctly
The good news is that most of your recording gear, especially if you bought it from big brands, will likely have videos that you can watch to help you set up and use correctly.

You can usually find them on the company’s website or on YouTube. On YouTube, you can also find podcasters who use them, and their advice can be even more helpful than the company’s advice, as they have already addressed some practical issues.

Here are some good practices:

  • Make sure your microphone is stable: If you are using a microphone stand of any kind, make sure it is not easily knocked over.
  • Consider the correct distance: Being too far will make you feel like you’re talking at a distance, while being too close will make you sound too loud or pick up too many things, like breaths. Two to three inches is usually the best, but you’ll want to try different things with your mic. A pop filter can bring you a little closer to your mic.
  • Aim the microphone correctly – there are several ways to do this, and what is best for you is up to you. You can point the microphone directly at your mouth, which can give you the best clarity and “fullness” in your voice. However, you can also move the microphone away a bit, which might alleviate high frequency issues.
  • Check your microphone level: “Gain” and “input level” mean the same thing, and your microphone settings may use either term to describe controlling the amount of signal being recorded. Speak into the microphone with the tone of voice you plan to use and adjust it until it is within the -10dB range. If you’re using headphones, adjust the knob until you hear a hum, then turn it down a bit if you’re using GarageBand or Audacity.
  • Take a test recording – use the full range of voices you plan to use for your podcast. If you know you are going to be excited or upset, talk about these things the way you would on your show, as well as things you would talk about in your normal voice, so that you can get along and change the levels and angle of your voice. the speaker microphone. and distance as needed.

Step 11: Continue editing

Allow at least one day for your podcast to be edited, and then another day for final approval. This is when you add your music and sounds, edit errors, or remove entire parts that you don’t think add value to the podcast.

As with recording, there are some best practices for editing. If you have a professional on board, you probably don’t have to worry about it. But if you are doing it yourself, you should take the time to educate yourself about it. Fortunately, YouTube is useful for things like this.

Although best practices vary slightly depending on the editing software you are using, these are the basic steps you should take when editing, and be sure to wear a headset while doing so. While this tip is intended for Audacity users, it applies to most editors:

  • Listen to the material before you do anything else. Write down the time of the things you want to change.
  • Use the noise reduction tool to remove any background noise. That’s why we recorded this silence at the beginning. (We’ve also done this so that you have a level of background noise that you can put elsewhere, so don’t remove that silence until you’re done.)
  • Get rid of what you don’t want in terms of content.
  • Eliminate other noises you don’t want. This includes filler words, but be careful not to overdo it, as you don’t want to sound contrived. If cutting a filler word or other short audio piece makes you feel like your words are jumping on top of each other, that’s where some of that silence comes into play early on.
  • Normalize to around -2.0.
  • Amplify anything that is too quiet.
  • Compress and equalize.
  • Add your music, sound effects, and unless your hosting site does it automatically,

Step 12: publish and promote your podcast

Okay, this one is a bit unconventional, we’re talking about promo in the trenches, no promo before the show. When you launch a podcast for your brand, you need to educate your audience before your first episode. Get them excited.

Here’s a fun fact: if you publish your podcast on all three major platforms (Apple Podcasts, Spotify, and Google Podcasts), you’re already in front of more than 95% of all podcast listeners!

A common misconception about podcasting is that these platforms host your podcast. Less. You must first register with a hosting site, such as Buzzsprout. Some hosts automatically submit your podcast to multiple platforms, while you may have to do it manually for others. You do this with your RSS feed, which you can find in your account on your hosting site.

Your RSS feed will need the correct tags, your artwork, and at least one episode to be accepted. Once you have submitted everything, it is ready!

Now is the time to promote your new podcast. Use your social media and your own website for this, but consider the other possibilities as well. For example, if you have a guest on the show, make sure they announce their attendance. You can also consider buying ads on social media or other sites. What if you had a physical store? Put posters with QR codes on your podcast website, post them on your main site, social media, or use Linktree.

Step 13: Follow your podcast

Your podcast host, Apple, Google, and Spotify provide analytics, so you can keep track of the progress of your podcast. In addition, Chartable collects data from various applications, which can also be useful. Use this information to find out when to post, how well you’re promoting it, and what your next episode should be about.

Be sure to Google your podcast multiple times over the next several weeks to see if it was chosen by a platform you didn’t know about so you can add these options to your ‘where to listen’.

You should also be on the lookout for reviews. Many podcast apps don’t have reviews, but Apple does. Reviews aren’t the end, but they can help you move up the charts, better market your show (if the reviews are good), and see where you need to improve. Just keep in mind that not all reviews are valid, they may be from rivals or people who just like to complain, so use your discretion on how to proceed after reading them.


Podcasts can help your brand reach a whole new audience, and starting one doesn’t have to be as stressful as it might seem at first glance. If you follow these steps and make your podcast SEO compliant, you may be on your way to increasing your sales.

How much does it cost to start a podcast?

Some cost as low as $9 a month, while others cost $500 for a one-time purchase. If you’re just starting out though, you can get by with free audio editing software. Another option is Alitu which makes the tasks of creating, editing and publishing your podcasts a breeze.

Can you start a podcast for free?

Whether you’re looking to start a podcast to promote your business or to monetize with ads, Midroll found that 61% of listeners purchased a product or service after hearing it advertised on a podcast. Lastly, podcasts are free. They’re free to create and free to listen to.

Can you make money from a podcast?

Podcast hosts can earn money through affiliate marketing, donations and selling their own merchandise. Podcasting is not a get-rich-quick scheme. Making money from the medium takes time. You need to build a loyal, engaged following willing to buy what you’re selling, literally and figuratively.

Who is the richest podcaster?

Joe Rogan The Joe Rogan Experience

$30 million: The decade-old podcast is No. 1 in the world and claims as many as 190 million downloads per month. Rogan’s headline-making interviews with comedians, politicians, MMA fighters and conspiracy theorists are to thank—but the show hasn’t been without controversy.

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