Should your publication start a podcast? 5 key questions to ask first
Podcasting is a natural extension of publishing, offering a new way to engage audiences. But before investing time and resources, it’s important to step back and ask: is this really the right move?
💡 Does your audience want a podcast?
Your first step should be understanding your audience’s listening habits. Are they already engaging with podcasts, or do they primarily consume text-based content? If they’re actively seeking more immersive storytelling or deeper insights, podcasting could be a natural fit. Conducting surveys, or exploring engagement trends can help determine if your podcast audience growth efforts will resonate.
💡 What will your podcast offer that’s unique?
A common pitfall is launching a podcast that simply repurposes existing content. Your show should provide something listeners can’t get elsewhere - exclusive interviews, investigative deep dives, or narrative-driven storytelling that enhances your brand’s identity. Consider how The Guardian’s Today In Focus transforms written journalism into compelling audio. Your podcast should similarly add depth and dimension to your storytelling.
💡 How will you maintain high production quality?
Bad audio is an instant turnoff. Even the most well-researched, engaging content won’t survive if listeners struggle with poor sound quality. Professional podcast production, whether in-house or via a freelance podcast editor, ensures a polished, credible product. From scripting and recording to sound design and editing, investing in production quality can make all the difference to the listener.
💡 What does success look like?
Before launching your podcast, define your goals. Are you looking to increase brand awareness, convert listeners into subscribers, or attract sponsorship revenue? Success metrics could include listener engagement, retention rates, or direct impact on subscription growth. Without clear performance indicators, your podcast risks becoming an aimless, time-consuming side project rather than a strategic asset.
💡 Do you have the resources to sustain it?
Starting a podcast is one thing - maintaining it is another. Consistency is key to building an audience, and an erratic publishing schedule can quickly lead to listener drop-off. If internal resources are limited, a freelance production partner can help manage workload, or you might consider a seasonal format to maintain quality without overextending your team.
▶️ What next?
Understand your audience’s listening habits - survey your existing audience, analyse engagement data, and assess demand.
Define your podcast’s unique angle - go beyond repurposed content to offer fresh, compelling storytelling.
Invest in high-quality production - work with a freelance podcast editor or production team to maintain professional standards.
Set clear success metrics - identify whether your goal is brand awareness, audience growth, or revenue generation.
Plan for sustainability - commit to a realistic production schedule to keep your podcast running smoothly.
A podcast can be a powerful addition to your content strategy - but only if it aligns with your audience, content goals, and operational capacity. If you’re considering launching a podcast but need expert guidance, I can help. Whether it’s shaping your audio strategy, handling freelance editing, or ensuring your show finds the right listeners, I can help you create high-quality, engaging podcasts that make an impact. Contact me.
