How to Start Your Own Podcast

This article was originally published in October 2020 as 7 Practical Tips to Consider When Creating a Podcast on GamePlan A, an adidas digital publication about careers and creativity in sport. adidas has since retired GamePlan A in favor of inside3stripes, its brand magazine; the link above is an archived copy.

Podcasting can be one of the most rewarding ways to create content and share your creative voice with the world. Whether you’re into interview shows, narrative documentaries, talk radio, or ‘edutainment’, the medium has a level of intimacy that is hard to replicate. Listeners can choose to engage with the content on our their own terms; be it in deep focus with headphones on and a coffee in hand, or while multitasking with something that can’t be done with video or the written word (i.e. exercising, cooking, cleaning, etc.).

I’ve been an avid podcast listener since discovering the medium by accident in 2008 when I stumbled across a graphic design podcast in iTunes. I soon fell in love with being able to listen to other people’s conversations around a discipline or topic I was passionate about and have since subscribed to sports, politics, news, technology, marketing, design and many other podcasts—following some with extreme loyalty, and others just sampling—for over decade.

For years, the barrier to entry was great; however, the growth of technology, information and educational resources (ahem, YouTube University) have made it easier than ever to start a podcast. If you’re interested in starting a show of your own, here are some quick tips to help you get moving.

Choose a Topic

You can’t be everything to everyone. In order to gain traction in the podcasting space, I suggest you choose a niche you are either passionate about or want to learn more about. There is no shortage of true crime, sports and political podcasts. My recommendation is to begin by choosing something you’re good at (i.e. design, marketing, coaching, etc.) and combining it with an industry you have deep knowledge in. As a graphic designer in the sports industry since 2005, I’d always been looking for a podcast about design in sports. Since there wasn’t one at the time, I started one in 2014 and it has allowed me to become a recognized expert on the subject matter of design in sport.

Consider Your Brand

Once you determine a topic, now it’s time to create a name, logo and visuals for your show. How will your show’s cover art look in a category on Apple Podcasts or Spotify? Focus on creating a visual identity around your show that reflects its tone and the culture you hope to facilitate. For example, if you’re starting a show about coaching youth sports, consider how to appeal from a brand perspective to an audience seeking that kind of content. Consider as well that are niches within niches. In this particular case, perhaps the coaching show is for educating volunteer parent coaches. How would the name, visuals and tone-of-voice differ from a resource for already-experienced, competitive coaches? Determine how your show will manifest itself visually and personality-wise and be sure to keep those consistent across every interaction the show will have a potential audience.

Gear Up

Podcasting can be very expensive and gear can get complicated depending on how professional you’d like your show to sound. The easiest show to start is an interview podcast. That will require, at minimum, a quality microphone, headphones and something to record into. I recommend getting a cheaper mic to begin with such as a Blue Snowball or Rode Podcaster. Both are USB mics, plug directly into your computer without needing a mixing board, and sound good for the price point. Mics are like sneakers, some fit and feel better to you and some are chosen based on personal style and taste.

In addition to a mic and headphones, you'll also need an audio software to record into and a platform to connect to your guests. I use Adobe Audition for recording and editing and Skype for speaking to my guest. My setup, having been podcasting 6 years now, is a bit more complicated using a compressor mic and a mixer; however, if I were to start today, I’d use Zencastr and that takes care of recording, call-ins and editing all at once making it easier on yourself and guests.

Be Ready to Write

I’ve found that podcasting requires much more writing than I originally expected. From show notes, to show outlines, to emails with guests, to social media posts; there is no shortage of written content accompanying a podcast. I highly recommend writing a detailed show outline prior to interviewing your guest that includes topics you’d like to cover. I discovered very early on that the key to quality podcasting is simply not pressing record and having a conversation, it’s preparation.

In addition to the show outline, show notes are vital. They provide potential listeners with a description of what they’ll be listening to. They are a selling tool. Don’t simply write one sentence about your guest and expect it to go far with potential listeners. These show notes also double as SEO content when your show is posted to the web. The more detailed, the better.

Provide an Experience to Your Guest

Once you’re ready from a topic, brand, gear and outline perspective, it’s time to find some guests and record. When reaching out to guests, make it as easy as possible for them to be a guest. Provide detail on what you’ll discuss, how much time of their’s you’ll need, what they’ll need to do as far as having headphones or recording (if you’re having them record their own track), and anything else you can think of to make the process easy. Think of this as if you’re providing a brand experience for them. If you provide a quality experience, they’ll remember how it easy it was to be on your show and may be a good reference for other guests or agree to come back on.

Editing your show can also be part of this experience provided as it helps guarantee your guest and yourself will sound good. I generally don’t edit for content but rather audible intrusions such as coughs, doorbell rings, phone calls, etc. I also make sure to let my guests know we are not recording live and that they are free to reword and re-record answers if they trip over words out of nervousness. This definitely takes some of the pressure off of them and helps them to open up more I have found.

Launch Your Show

Once your show is recorded, edited, and the show notes are written, it’s time to post your show to a hosting platform. There are many podcast hosts out here. Lisbyn; Simplecast; SoundCloud; and Anchor are a few of the more popular platforms at this time. Choose the one that is best for your budget and recording setup.

Once that host is chosen, you’ll need to set up your show in Apple Podcasts and Spotify. Fortunately, some of the aforementioned platforms will do that for you but if not, you can find resources at Apple and Spotify’s podcast informational landing pages. Apple Podcasts (iTunes) is still the top place to get podcasts. Spotify is gaining steam though so you’ll want to make sure you’re on both platforms and making your show available to anyone that wants to listen regardless of device. Many podcasters are even posting their shows to YouTube now as well.

Promote Your Pod

No one will know about your show if you don’t promote it. I recommend setting up separate social media accounts for your show and posting clips of audio or giving followers quick insight into what you and your guest are discussing via quote imagery and other visual or written assets. Also be sure to ask your guest to promote to their audience as well. Part of growing a podcast is leveraging other peoples audiences. Consistency is key so try to show up at the same time at whatever time intervals you choose to release episodes. This consistency builds trust with an audience and then can expect your content.

Podcasting requires a lot of work but can be a truly enjoyable experience when it comes to building relationships in your industry. If you’re a curious person and want to learn more about a particular subject or meet new people, the chances of getting someone to come on your podcast is higher than getting someone to jump on a one-hour phone call for you to ‘pick their brain’. Whichever direction you choose to go in, be it weekly episodes content, seasonal content, audio narratives or livestreams, be ready to work hard, but be mindful of the experiences—both personally and professionally—podcasting will provide to those that stick with it.

Adam Martin is the Principal & Creative Director of T/A Martin Studio, a digital creative studio in Lexington, Kentucky, U.S.A. focused on providing design, creative direction and content strategy to clients sport and adjacent industries. In addition, he is the Founder & Host of Makers of Sport® podcast, a popular #sportsbiz show discussing design, advertising, brands and startups in sports.