How to Start a Podcast: A Strategy-First Approach
- Kathryn Wharton
- Apr 3
- 3 min read
So, you want to start a podcast? Great! But before you hit record, let’s talk strategy.
Too many new podcasters jump in without a plan, hoping for the best, only to burn out after a few episodes. A solid strategy is your best friend, helping you create a show that people actually want to listen to (and come back to!)
Here’s how to get started in five simple steps:
Step 1: What’s the Big Idea?
First things first: What’s your podcast about, and why should anyone listen?
You need a clear focus and a defined audience. If you say, “It’s for everyone,” then really, it’s for no one. Think of your podcast like a party: What’s the theme? Who’s invited? And how do you keep people engaged so they don’t leave halfway through?
For example, when I helped a Brand Language Consultancy launch their podcast, we focused on Tone of Voice and Verbal Identity. Their goal? Raise awareness of a lesser-known subject while engaging senior marketers in FMCG, Tech, and Financial Services. We also strategically featured three VIPs from FTSE 250 companies to boost credibility.
Step 2: What Does Success Look Like?
How do you know your podcast is working? Hint: It’s not just about downloads.
Success can mean different things, Brand authority, lead generation, or even just getting emails from fans saying, “Hey, I love your show!”
Set clear goals: listener numbers, engagement, business leads. Whatever aligns with your objectives.
For the Brand Language Consultancy podcast, our key metrics were:
Getting three VIP clients to participate (achieved in three months—huge win!)
Tracking opportunities in Salesforce
Measuring downloads from a dedicated landing page
Monitoring social engagement (clicks, shares, comments)
Evaluating email campaign performance
Gathering anecdotal feedback
Step 3: Episode Plan & Format
Think of your podcast like a mini TV series. Does it follow a storyline or is it more of a casual, one-off conversation?
Decide on:
Episode Length: Short and snappy (15-20 mins) or deep-dive conversations (45-60 mins)?
Format: Solo, interviews, panel discussions?
Consistency: Stick to a schedule. Weekly, bi-weekly, monthly?
For the Brand Language Consultancy podcast, we opted for:
A three-episode series based on internal capacity and goals
25-minute episodes
A conversational format, hosted by an account director with strong client relationships
A mix of in-person and virtual recordings (logistically tricky, but worth it!)
A common theme across episodes to encourage cross-promotion
One lesson learned? Inconsistent release timing hurt momentum. Delays due to corporate red tape, holidays, and internal restructuring made it tough to maintain audience engagement. Plan ahead to avoid this!
Step 4: Who’s Involved & How to Prepare
Solo show? Co-host? Guest interviews? No matter the format, prep is key.
Guest Preparation: Send them key questions in advance so they feel comfortable and prepared.
Scripting vs. Bullet Points: Find a balance between polished and natural.
Tech Matters: Great content won’t save you if your audio quality is poor. Invest in a decent microphone.
For the Brand Language Consultancy podcast, we:
Had VIP guests interviewed by account directors who had strong relationships with them. This made conversations more engaging.
Spent time prepping guests with multiple calls and ‘pep talks’.
Faced recording challenges. Studios were ideal, but remote interviews required extra effort to maintain audio quality.
Step 5: How Will People Find It?
An amazing podcast means nothing if no one listens. You need a promotion plan.
Here’s some ideas from what worked for the Brand Language Consultancy podcast:
Email Marketing: If you have an email list, use it! If not, start building one.
Leverage Your Guests: Give them promo graphics, audiograms, and sample posts to make sharing easy.
SEO-Friendly Titles & Descriptions: Instead of “Episode 3,” use something engaging like “How to Grow a Podcast Without Burning Out”.
Social Media & Repurposing: Turn key moments into LinkedIn posts, Instagram Reels, or short video clips.
PR & Partnerships: If you have a VIP guest, use it as a PR opportunity.
Now You're Ready To Get Started
When you hear the word ‘strategy,’ it might sound daunting. But really, it’s just about answering the right questions before you start.
If you need help developing a podcast strategy, I offer a ‘Strategy in a Day’ service—whether for a full marketing function or a hyper-focused podcast launch. Let’s make sure your podcast doesn’t just exist but thrives!
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