S18E2: Getting Started ~ The Ideas

Concept and Planning (The Foundation):

“The Way of the Podcast” begins with a fundamental question: What story do you want to tell? This isn’t merely about choosing a topic; it’s about identifying your “Why?” thus defining your audience and solidifying your show’s purpose. It’s about laying the groundwork.

Identifying Passions and Expertise: The Spark of Inspiration

Good podcasts are born of a passion. What puts the fire in the belly of your vision and mission statements? How would you describe the “Why?” your service exists in one sentence? This may take more time than you might have originally thought but this will help both your service and your podcast.

Consider what your service does differently. What experiences have shaped your service and its founders? What does your service do that others might find valuable? The reason for your service’s existence, combined with your unique perspective, is the fertile ground from which your podcast will grow. Authenticity is key. Listeners are drawn to genuine enthusiasm and expertise. If you’re passionate about your service’s purpose that passion will shine through in your content.

Market Research: Finding Gaps and Opportunities

Once you’ve identified your service’s vision, it’s time to explore the podcast landscape. Market research is crucial for identifying gaps and opportunities. What podcasts already exist in your chosen niche? What are they doing well? Where are they falling short?

Listen to existing podcasts, paying close attention to their format, content and audience engagement. Identify areas where you can offer a unique perspective or fill a void. Are there underserved sub-niches within your broader topic? Are there topics that are being covered poorly or superficially?

Analyze podcast reviews and social media discussions to understand what listeners are looking for. Don’t be afraid to niche down. A highly focused podcast with a dedicated audience can be more successful than a broad podcast that struggles to find its footing. Your service’s main focus will or perhaps, should provide a sub-niche for your show. Do you specialise in supporting people from a CALD background? Do you offer directions and support for individuals to self advocate? Your mission/vision statements will inform your niche.

The people you’re creating your show for are the same people you are serving in service. It seems obvious to say this but it is often missed. Creating a show that mimics other podcasts does not work. Imitation might be the highest form of flattery but it does not help your service nor your show. If your service does not have a clear vision of its people and purpose how can you perform your work? Your podcast is an extension and expansion of your service’s mission. Get that word out and you amplify your purpose.

Knowing your purpose allows your service to anticipate the needs of your potential listeners and, eventually, clients. It also helps you choose the right tone, language and format for your show.

Discovering your podcast niche is a process of understanding why your service supports the people you do and creating your content to match. It’s about finding the intersection of your service’s mission, and expertise combined with your potential and your audience’s needs. By carefully considering these factors, you will create a podcast that is both meaningful and successful. Remember “The Way of the Podcast” is one of constant evolution and your service may evolve as you grow.

Building on Your Why?

Building on your “Why?” will inform the structure of your show. Let’s look at some possible formats you could use.

Explaining Different Podcast Formats: Finding Your Voice

Solo Show: This format features a single host delivering content, sharing insights and expressing their unique perspective. It offers maximum creative control and allows for deep dives into specific topics. It requires strong storytelling skills and is the Number One format for building authority. Most people think of the next format, The Interview, when they first think of podcasting formats but these have severe drawbacks for a service promoting their particular skills, culture and outcomes. Surveying amongst podcasters reveals interviewing experts does nothing for the host, or very little, in the way of authority building. The guest is considered the expert, so many listeners will subscribe to them after hearing them. This is hardly surprising. Again the “Why?” matters. If you’re looking for pure download matters to attract advertisers then your listeners are your real product. If you’re trying to spread the word about what your service actually does, your listeners become your clients and they sell your service to others who could benefit. This difference is profound. Re-think your “Why” and what you are trying to achieve. There is much to recommend the solo show.

Interview Show: This format involves conversations with guests, offering diverse perspectives and expert insights. It can be highly engaging and informative. It requires strong interviewing skills and the ability to manage guest schedules. It is more about the guests than it is about the host, in most cases.

Co-hosted Show: This format features two or more hosts engaging in conversation, offering dynamic discussions and varied viewpoints. It can be highly entertaining and create a sense of camaraderie.It requires strong chemistry and coordination between hosts. It is also a way to build upon the solo show. It offers all the benefits of that format with the added benefit of an extra voice to challenge, push and advance any arguments presented. A current or past client or even two clients would be a great way to make this format work.

Narrative/Storytelling Show: This format focuses on telling, well, telling stories, often using sound design and dramatic elements to create immersive experiences. It may require strong storytelling skills and audio production expertise but it need not. The preceding season on storytelling gives much more info and suggestions on this format.

Hybrid Formats: Blending elements from different formats, creating unique and powerful shows. Experimentation is encouraged but consistency is key. A solo show with the host acting as the guide in a storytelling format with audio from the client juxtaposed throughout to both highlight your service’s work as a guide/mentor/supporter and your client’s success stories.

Consider your content, the personality of your people and your resources when choosing a format. Which format allows you to best showcase your service’s strengths and deliver value to your audience?

Episode Length and Frequency: Setting the Rhythm

Episode length and frequency are crucial for establishing a consistent listening experience. There is a power to consistency that is difficult to overestimate.

Episode Length: The ideal episode length depends on your content. Do not be fooled into thinking an episode needs to be as long as the average commute, whatever they really mean? The perfect episode length is one that allows you to tell your story, pass on whatever you are attempting to pass on and no more, no less.

Episode Frequency: Consistency is key. Whether you release episodes weekly, fortnightly or monthly, establish a schedule and stick to it. This builds anticipation and loyalty among your listeners.

Creating a Show Outline and Episode Templates: Structuring Your Content

A well-structured show outline and episode templates make for maintaining consistency and clarity.

Show Outline: This document outlines the overall structure of your podcast, including your format, episode length, frequency and key segments. It serves as a roadmap for your show, ensuring consistency and coherence.

Episode Templates: These documents provide a more detailed structure for each episode, including intro, main content segments and outro. They help you stay organized and ensure that each episode delivers a consistent listening experience.

Consider creating templates for different types of episodes, such as interviews, solo shows and narrative episodes. This will help you streamline your production process and maintain consistency.

Developing a Consistent Intro/Outro: Branding Your Show

Your intro and outro are the bookends of your podcast, creating a memorable and consistent brand identity.

Intro: Your intro should be concise, engaging and informative. It should introduce your show, your host(s) and your topic. It should also include your show’s theme music, if you use any.

Outro: Your outro should summarize the key takeaways from the episode and provide a call to action, such as telling someone about the show. This is probably the best CTA for the first few seasons until you build a following. Your outro should also include your show’s theme music, if you use any and a thank you to your listeners.

Your intro and outro should be consistent across all episodes, creating a sense of familiarity and brand recognition.

By carefully considering your format, structure and branding, your service can create a podcast that serves both your service and your potential clients. Remember that your podcast is a living, breathing entity and your format and structure may evolve over time. Be open to experimentation and feedback and always strive to deliver the best possible listening experience for your audience.

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