1. Decide WHY you are doing a podcast – the real goal.
    Is it to launch an initiative?
    Build a reputation?
    Boost the egos of your executives or clients?
    Give value to your existing clients?
    Open the door for new clients/prospects?

  2. Determine your audience and their listening habits.
    Once you know this, you can determine WHO your audience is and where you can find them listening to podcasts, their habits, do they “listen” or read captions? Are they at work, or on the treadmill? What are you competing with when they hit play? Do they binge-listen?

  3. Decide on who will handle which tasks internal and which you want to outsource
    This is CRITICAL and where a lot of podcasts fail before the first episode. You MUST be realistic. Anyone involved needs to know and commit to the time and tasks for their portion of the podcast’s success. If they are not all in, they will find other things to do with that time and never get around to promoting before, and after. They won’t follow up with guests, they won’t show up, they’ll crutch on replays. Get enough people involved for your desired outcome. At this point, you may have to accept, this will not happen. It was a nice idea, but we aren’t capable of doing this. Then you have to decide: If you have the money but not the time, how much can you outsource?  What pieces can only someone from your company do – even if it’s a rotation of executives taking one show a month or quarter and finding ONE guest, they can outsource all the rest of the pieces. But your company needs to speak. People respect your leadership team, otherwise why bother?

  4. Accept that content must be interesting. SHOW OF HANDS, COMMIT!
    This is where you may have to tell a hard truth or two. Just because they are good leaders, doesn’t mean they know how to lead an interesting interview. Some will be better than others. Many can improve if they want to. I’ve seen tons of hosts improve within a matter of 6 episodes – huge improvements if they are open to feedback.
  5. Determine the ideal show length for your audience and content.
    Once you know all the players, the tasks, the audience you can determine the length. I have some shows that are always 25 – 35 minutes – a good “lunch” episode. Others do quick snippets of 5 minutes. Many combine – do the full show and later extract a nugget and create a new “highlight” episode from that original lengthier episode.

Great HUBSPOT article:

https://blog.hubspot.com/marketing/3-podcasts-in-3-years