How to Produce a Podcast: Everything You Need to Know

March 21, 2024

Congrats, you’re starting a podcast! Should be easy enough; all you need to do is shop for and buy quality equipment, create a killer strategy, find relevant guests for different episodes—well, the list seems to go on and on.

It’s an intimidating task for everyone at first. Luckily, you’re in the right place. Despite the steps ahead of you, producing a podcast doesn’t have to be an overwhelming experience.

Truthfully, a podcast is a huge opportunity to build out your B2B brand and connect with your community—you should be excited. We’re glad you’re here so that you can get a clear picture of what this process is going to be like. Let’s get you started on the right foot.

Should You Launch a Podcast?

If you’re on social media, you’ve been privy (or subject) to a podcast in some form. In 2023, the average global monthly podcast downloads went from 110.9 million to 125.2 million quarter over quarter. We can safely say that podcasting as a medium is growing very fast; the sooner you get in on the action, the better.

That’s right—podcasting is one of the best B2B marketing strategies today. Not only is it popular, but it’s practical. You can post as frequently as you like. People can listen to your show anywhere, like while they are doing other tasks or commuting to work. There’s almost no barrier to entry, and once you’ve completed the initial setup, it’s a relatively sustainable and budget-friendly production.

Here’s the kicker, though. Podcasts are more than just a tactic to snare your target audience so that they buy your products or services. Instead, tuning into your favorite podcast feels more personal; your audience becomes emotionally connected to you.

If you can create that bond with your audience, you’ve struck brand gold. A loyal following is the gift that keeps on giving. Yes, you can get revenue from ads in your podcast, but the real value in the B2B space is turning your ideal buyers into dedicated fans.

So in short, yes, launching a professional podcast is one hundred percent worth it and the time to start is now. From here the question becomes: how in the world do you tackle podcast production?

Types of Podcasts

First, you’ve got to identify what kind of podcast you’ll be producing. This has everything to do with the content you want to produce, the audience you want to reach, and how you intend to host the show.

The technical strategy is important but should support the nucleus of your podcast, which is your message. Check out these basic types of podcasts to see how you can bring your vision to life.

Host a Solo Show

This format is great for experts or enthusiasts who want to share their knowledge, insights, or opinions on a specific topic. It lends to creating a direct and personal connection with the audience since it feels more one-on-one. One important note here is that a solo setup requires a strong presence and the ability to engage listeners with just your voice and content.

Work with a Co-host

Co-hosting is largely about the dynamic and interactions between your two hosts and can make the podcast even more engaging. It's beneficial for covering broader topics considering each host can bring a different perspective or expertise to the conversation. This format also helps in sharing the workload and making the podcasting process more enjoyable.

Interview Others

Interview podcasts are excellent for bringing in external expertise and viewpoints. They keep the content fresh and offer networking opportunities within your industry or interest area. Plus, a lot of listeners appreciate nuanced perspectives from outside sources—it keeps things interesting. Planning and research are crucial here to ask insightful questions that will unveil compelling stories or valuable information for your audience.

Tell a Story

Storytelling podcasts range from true crime to science fiction to historical narratives. This format is perfect for creators who want to immerse their audience in a story, whether it's fact or fiction. For example, you could have a scripted fiction podcast much like a radio drama, or you could focus on the art of storytelling where you discuss historical events.

It requires good storytelling skills and, often, a team to produce the content, especially for more complex narratives or drama series. Narrative podcasts also differ from others since they aren’t very linear. It may take more editing skills to bring all of your elements together, such as interviews, audio files, music, and the like.

Produce Video Podcasts for YouTube

Video podcasts provide a visual element, making the content more accessible and appealing to a broader audience. It's a good choice if your content benefits from visual aids, such as demonstrations, illustrations, or just the dynamic of seeing the hosts and guests. Obviously, this format requires more production effort, focusing on video quality, editing, and ensuring a visually appealing presentation.

Why you should publish your podcast on YouTube

What really makes podcast production on YouTube so beneficial is things like:

Increased Visibility: YouTube is the second largest search engine in the world, offering a massive platform to reach new audiences who might not use traditional podcast platforms.
Engagement: YouTube's comment section provides immediate feedback and engagement from viewers, which can help foster a community around your content.
SEO Benefits: YouTube videos also often rank well in Google searches, increasing the chances of your content being discovered by new listeners.

It may take a little more effort, but leveraging YouTube is usually well worth your investment.

Learn more about how to start a podcast on YouTube.

Podcast Production Steps

Once you know the kind of podcast you want to create, you can dive into the steps of podcast production. In broad strokes, podcast production can be broken into 4 parts: Planning, Pre-Production, Recording Your Show, and Distribution/Promotion. Let’s get into the details.

1. Planning

What’s your game plan? The rest of your production process will build from this foundation, so you want to be really intentional here.

Content Strategy and Topic Ideation

It all starts with your content strategy and selecting topics that are both relevant and interesting. Aim to plan your content several weeks in advance. This helps you stay on a consistent publishing schedule—it also makes you flexible. That flexibility allows for easy adjustments when new opportunities or circumstances arise, like large industry updates or trending topics that your audience finds valuable.

That brings us to our next strategic point: you also need to research and define your audience to know their interests. Surveys on social media or diving into online forums can become a treasure trove of content ideas. It's also beneficial to keep an eye on other podcasts within your niche. This can provide insights into what content is resonating with similar audiences and help you carve out your unique angle.

Scheduling Guests

When it comes to B2B podcasts, a good rule of thumb is that your ideal guest often represents your ideal buyer. This alignment not only enriches your content but also appeals directly to your target market.

Reaching out to potential guests should be done thoughtfully. Crafting personalized and concise outreach emails can make a big difference, too. You want to have a real and engaging conversation with them on your podcast, so why not start with that energy via email?

Make it easy for them to see the value in joining your podcast; and remember, following up is key. A polite reminder can go a long way in securing a guest that might otherwise have been missed.

Outlining the Episode

Do yourself a favor and create a brief for each episode, especially when you’re first starting. This document serves as your roadmap, guiding you smoothly from one topic to the next. Have strong questions prepared—and then let the conversation take its natural course, leaning into authenticity.

Give the Episode an Interesting Name

Naming your episodes deserves a thoughtful approach too. A compelling title can pique the interest of potential listeners and give them a reason to hit play. Think of your episode title as the hook that can lure in your audience.

The name of your episode will also impact SEO, so be sure to describe the problem you solve and leverage relevant keywords. Titles, descriptions, and show notes all matter here and can ultimately boost your visibility online.

2. Pre-Production

With a rock-solid plan in place, it’s time to shift to the pre-production phase. This is where you are laying the groundwork to turn your podcast vision into a reality. By paying attention to these details, you’re giving your audience an elevated listening experience. Here are your basic steps.

Podcast Setup and Equipment

The gear you choose can make the rest of your podcast work for or against you, especially when it comes to quality. You don’t need to break the bank, but investing in a good microphone, headphones, and audio interface can really elevate the sound quality of your episodes. A solid starting point includes:

A condenser or dynamic microphone that suits your voice and recording environment.
Headphones that monitor your audio while recording to help you catch any issues as they arise.
An audio interface that bridges your microphone and your computer, providing cleaner sound quality than a standard computer audio input.

See exactly what products we recommend for a good podcast setup, keeping all budgets in mind.

Find a Good Room to Podcast In

The environment you choose to record in is just as important as your equipment. Look for a quiet, well-insulated room where external noises are minimized. Hard surfaces reflect sound, so a room with carpets, curtains, and some furniture can help reduce echo and improve sound quality. If you’re limited in space, consider portable soundproofing solutions like acoustic panels or even a DIY booth to help dampen noise.

Set Your Setup Before Hitting Record

Before you press the record button, take some time to set up your recording space and equipment. Here’s a quick checklist:

Adjust your microphone placement to find the sweet spot where your voice sounds clear and natural, usually about a hand’s width away from the mic.
Test your levels to make sure you’re neither too quiet nor clipping (which causes distortion).
Do a quick test recording to catch any issues with your setup or environment before starting the actual recording.

3. Recording Your Show

Next is the fun part, where you get to actually record the episode, create content, and see all of your preparation pay off. These key aspects can make all the difference here.

Be Yourself

The act of recording your podcast is both an art and a science. While technical setup and sound quality are critical, the heart of a great podcast lies in its authenticity. Being yourself is truly one of the most impactful things you can do.

Remind yourself that you don’t necessarily have to perform for your audience—they choose to listen to you for a reason. Your unique perspective, voice, and personality are what can set you apart and help you create that genuine connection with your listeners. These tips can help you stay balanced as you record your show:

Prepare but don't over-script: Have an outline and key points you want to cover, but allow conversations to flow naturally.
Reflect your passion: Let your genuine interest and enthusiasm for your topic shine through. Passion is infectious and will keep your listeners invested.
Engage with your guests or co-hosts as real people: Instead of just going through a list of questions, engage in a real conversation. This approach leads to more interesting and dynamic content.

Editing the Audio

Once you've recorded your episode, the next step is editing. This part of podcast production ensures that your episodes are polished, cohesive, and enjoyable to listen to. For example, you can make your episode more palatable by reducing errors, long pauses, or off-topic tangents that ultimately distract from your message. This is also the step where you incorporate other elements that enrich the listening experience, such as music, sound effects, and intro/outro segments.

Consider these tips as you approach the editing process:

Use the right tools: Choose editing software that matches your skill level and podcast needs. There's a variety of software available, from beginner-friendly to advanced, so find one that fits your requirements.
Listen with your audience's ears: As you edit, try to put yourself in the position of your listeners. Cut out anything that doesn't add value or could potentially disengage them.
Don't overdo it: While it's tempting to remove every "um" and "ah," over-editing can make the conversation sound unnatural. Strike a balance between polished audio and keeping that natural flow.

4. Distribute and Promote

From a simple audio segment to a masterpiece, you’re ready to share your podcast. Getting your episodes posted and promoted is just as important as the other steps of podcast production. Here’s what you can do to boost your visibility.

Distribution

For distribution, the goal is to make your podcast as accessible as possible. This means getting your show onto all the main podcast listening platforms such as Apple Podcasts, Spotify, Amazon Podcasts, and any other platforms where your audience might be. Don’t forget about creating video for YouTube as we discussed!

The easier it is for people to find and listen to your podcast, the more likely it is to grow.

Promotion

When it comes to promotion, being present on the same social media platforms as your audience is key. One effective strategy is to use short-form video teasers of your podcast episodes. These teasers can highlight engaging or intriguing parts of your episode and entice viewers to listen to the full content.

Short-form content works well on platforms like Instagram, Twitter, TikTok, and even LinkedIn, depending on your audience. This digestible content is also a great way to market your brand and become more recognizable. In turn, you can become more of a thought leader in your industry and bring real value to your listeners.

Listen to Feedback

Don’t forget about the insights from your listeners. Welcoming and acting on thoughts from your audience is one of the best ways to improve and build loyalty. Check for feedback from sources like comments on social media, reviews on podcast platforms, or other direct communications from listeners.

Should You Hire a Podcast Production Company?

A podcast production service is often the exact resource that helps launch a brand’s podcast. Depending on your goals, skills, and bandwidth, an agency takes some of the heavy lifting off of your team so that you can focus on what you do best.

For most, the biggest consideration here is cost. Services vary from basic audio editing to comprehensive support, including scheduling, recording, and marketing. This can be incredibly valuable if you're looking for a hands-off approach where you simply show up and record.

For B2B companies in particular, investing in a podcast production company can be especially worthwhile. Podcasts are a powerful tool for building thought leadership and connecting with a professional audience. The return on investment for B2B podcasts can be significant, not just in terms of audience growth but also in enhancing brand reputation and supporting business objectives.

When you work with a podcast production agency, you aren’t just paying for the convenience but the quality of your show and its distribution. These professionals help ensure that your podcast is well-made, well-promoted, and well-received by your target audience, which pays back in dividends.

Build More than a Podcast, Build a Brand

At Sweet Fish Media, we do more than offer white-glove podcast production services. We take your B2B marketing game to the next level by developing and launching your company’s media brand.

What’s a media brand? We’re glad you asked.

When a corporate brand launches a podcast, it can feel a lot like a thinly-veiled sales pitch, and let’s face it– your audience is sick of being sold to. That’s why industry best practice is to start a distinct brand meant strictly for creating content your audience will enjoy.

A media brand, with your podcast at the center of it, is created as a means to build brand affinity and generate top-of-funnel awareness, so when your listener is in the market to buy a B2B solution, your company is top of mind.

If you like the idea of starting a B2B podcast but are wondering how on earth you will manage to get the hosts of the podcast to consistently record given their busy schedules, we have the solution for you.

We offer Media Days, where your podcast hosts visit our professional studio and batch 3 months of content in just 3 days.

Interested? Learn more about our Media Days and B2B Podcast Production services.