Why Your Podcast Deserves More Than a Microphone and a Spare Room

There’s a buzz around podcasting lately—and I love it. More Maine businesses are talking about starting their own shows, and that kind of energy is exciting.

If you’re in that camp, thinking “Hey, we could totally do a podcast!”—you’re right. You totally can! But before you hit record in the back office or repurpose your guest room into a studio, here are a few thoughts that might help you make it more than just a fun experiment.

Because there’s a big difference between starting a podcast and creating a podcast that works for your business.

Podcasting has become one of the most engaging, trust-building tools available to brands. Done right, it can:

• Build credibility and thought leadership
  
• Deepen relationships with current customers
  
• Attract new audiences
  
• Provide versatile content for multiple platforms
  

But like any marketing effort, success hinges on having a plan—and understanding that podcasting is about more than just talking into a microphone.

Here are three key tips I often share with clients when they’re thinking about launching a podcast:

• Start with your audience, not your ego.
  What do they want to hear? What challenges or curiosities do they have? The best business podcasts don’t sound like self-promotion—they sound like service.
• Be consistent—or don’t bother.
  A sporadic release schedule is the fastest way to lose momentum (and listeners). Treat your podcast like a recurring meeting with your audience.
• Sound matters more than you think.
  You don’t need to rent a studio in Nashville, but you do need quality audio. Bad sound makes your message harder to listen to and harder to trust, no matter how good your content is. So invest in a quality setup or use an already-in-use studio like the one at Sutherland Weston. 

Over the years, we’ve helped brands use podcasting not just to “get out there,” but to do it strategically—connecting their message with the people who matter most to their business. We bring structure, polish, and promotional planning to the table, so our clients can focus on what they do best: bringing their ideas to life.

I believe in you and you can absolutely figure it out on your own! But if you want a partner who’s already learned all the lessons (some the hard way), we’re happy to help.

Want to see what that looks like? Take a look at how we help businesses start strong and stay smart with their podcast strategy:
sutherlandweston.com/podcasts

And if you really are thinking about that spare room studio, promise me one thing: invest in a decent mic. Your listeners will thank you. Even more importantly, they’ll tune in again. 

Have questions? I’m happy to chat! ~ Elizabeth