Podcasts have emerged as a transformative medium for meaningful conversations and captivating storytelling. As someone who listens to multiple podcasts every day, I’ve witnessed firsthand how they have revolutionized the media landscape. Podcasts provide a platform for nuanced discussions, thought leadership, and longer-form storytelling that other mediums simply can’t match.
The popularity of podcasts has skyrocketed in recent years—an estimated 464 million people worldwide enjoyed 450 million podcasts in 2023—creating a marketplace saturated with content on nearly every imaginable topic. These ranged from highly polished productions by certified professionals at places like The New York Times to passionate DIYers podcasting from their at-home studios.
Bit by the podcast bug ourselves, we recently launched the Health Marketing Collective, hosted by Sara Payne, Inprela’s president and chief healthcare strategist. The show tackles complex issues at the intersection of strong leadership and health marketing excellence. Building and launching our podcast came with many learnings and we’re here to pass along some advice.
Here are three fundamental questions to consider before diving into the podcasting world.
1. What is your unique point of view & why is it relevant?
Before you even think about podcast titles or logistics, you must crystallize your unique point of view (POV). Your POV is your guiding star and should be the core of each episode and every decision you make. Think of your POV as the foundation of your brand. It encompasses your values, mission, and the unique perspective you bring to the conversation. Consider the following when defining your podcast:
- Brand Identity: What core values and beliefs does your podcast represent? Your brand identity should reflect who you are and what you stand for. This includes your podcast’s tone, style, and overall personality.
- Audience Understanding: Who is your audience? Understanding your target audience’s needs, preferences, and pain points is crucial. Tailor your content to resonate with them and address their specific interests.
- Differentiation: How will your podcast stand out? Identify what makes your podcast unique. This could be your approach to topics, the expertise you bring, or the specific niche you cater to. Differentiation is crucial in a crowded market.
- Consistent Messaging: Your POV should be consistently reflected in your messaging across all platforms. This includes episode content, promotional materials, and interactions with your audience. Consistency builds trust and reinforces your brand identity.
- Visual & Audio Branding: Invest in creating a strong visual and audio identity. This includes a memorable show name, attention-getting cover art, and fitting intro/outro music that matches the aesthetic and tone of the show. People should be able to glance at your cover art and know immediately what the show is about.
- Storytelling: Great storytelling is at the heart of a compelling podcast. Use your POV to craft stories that are engaging, authentic, and aligned with your brand’s mission.
Homing in on your POV and establishing a strong brand identity may take considerable time, but it’s necessary for a successful podcast. This POV will become your mission statement—a statement you should remind yourself (and your audience) of during each episode. It will serve as your litmus test every time you make a decision regarding your podcast.
2. What are you willing to invest in for recording?
The logistics of podcasting can vary greatly depending on your needs and goals. Although podcasting has become much more approachable over the years, there are still significant investments and obstacles before even launching an episode. Consider the following:
- Recording location: Will you record in a professional studio or from home? Each option has its pros and cons. You can now rent podcast studio spaces which can help alleviate the need for building your own studio. Evaluate which option is best for you.
- Equipment: Do you have the necessary gear? High-quality audio is crucial for a successful podcast, so investing in good microphones, headphones, and potentially video recording equipment is essential.
- Production: Will you handle production yourself, or will you hire an outside production company? There are many production companies available that range in price and scope. Doing your homework upfront and interviewing a variety of these companies can save you headaches later. Choose partners (shout out to our production partners, Branded) who specialize in launching and producing podcasts so you can focus on creating high-quality content.
Equally important to recording operations are quality, consistency, and format (length, guests or solo, etc.). These elements are crucial in maintaining listener interest, engagement, and a memorable experience.
3. What are your goals?
Get real on what you want to get out of the podcast. Understanding your vision and objectives and aligning on what success looks like is crucial for the direction and sustainability of your podcast. We recommend setting realistic short-term objectives as well as a long-term vision. For example, our short-term objective was to launch the podcast, record three episodes during the first three months, and sustain a biweekly release thereafter. Our long-term vision is to build a community of health marketing leaders and attract new referral sources and prospects. Notice we didn’t mention brand reach or listenership goals.
Podcast metrics are notoriously unreliable, so manage your expectations. Kurt Schmidt, host of the Schmidt List podcast, who has produced over 200 episodes, shared valuable insight on the ROI of podcasting: he doesn’t podcast for the audience and listenership alone. If that were his sole focus, he would have quit long ago. Instead, his goal is to meet people, build relationships, generate ideas through great conversations, and gain credibility by having a podcast on a relevant topic. He has personally received more business leads from relationships he’s developed with guests he’s had on the show than through listeners. Having this insight just might change your overall approach and expectations.
Crafting your podcast strategy
Launching a podcast is more than just hitting the record button—it’s about crafting a unique voice, investing in the right tools, and understanding your long-term goals. By thoroughly answering these questions, you’ll be better prepared to navigate the intricacies of podcast production and ensure your content stands out in a crowded market.
For healthcare and manufacturing brands, starting a podcast can also be a powerful tool for content creation and relationship-building. By developing a differentiated concept that advances industry conversations with other thought leaders, brands can position themselves as innovators in their fields. It’s crucial to set expectations within your organization that launching a podcast is an ongoing investment in content creation and relationship building—it’s not a selling opportunity and brand visibility doesn’t happen overnight.
Success lies in addressing issues that keep your target audience up at night and that others aren’t talking about.
Consistency over perfection
Producing a podcast takes a lot of time, so make sure you’re committed. But don’t let the quest for perfection hold you back from ever getting to launch day. Once you’ve done all your planning, jump in with both feet. No level of preparation can beat learning by doing. The more experience you get under your belt, the better your show will get over time. Push yourself to produce several episodes in a short period of time so you can learn at a rapid pace.
At Inprela, we’re passionate about harnessing the power of storytelling through podcasts. With careful planning and a clear vision, your podcast can become an influential platform for thought leadership and meaningful conversations. Listen to the Healthcare Marketing Collective with new episodes dropping every other week.
