How Entrepreneurs Can Create Successful Podcasts


Some people like to read, others listen; that’s why podcasts were invented. At the time of writing this I have recently launched a weekly podcast on one of my websites, The Selves Group, where I talk about the latest topical news in the UK and around the world.


Aptly named The Good, the Bad and the plain Mad!, I discuss and dissect matters from a broad spectrum of topics that affect me as an entrepreneur as well, of course, as my wide-ranging audience of listeners.


How have I managed to do it? Here are a few tips to get you on your way:


Use Decent Equipment


You don’t have to use state-of-the-art software to record a podcast, although a decent microphone and a pair of headphones help. Fortunately, I host a weekly radio show called Faversham Natters on Radio Faversham, which offers the tools to create a good-quality podcast.


Nothing is worse than the sound of static muffling or the intrusion of background noise, so if you don’t have access to a recording studio, make sure you find a quiet, soundproof location and invest in some kit – the standard equipment on the market won’t break the bank.


Plan Ahead


Unless you are an absolute pro and speaking on a whim comes as second nature to you, you should at least have some minimal planning in place before you press the record button.


For me, The Good, the Bad and the plain Mad! began as a weekly blog at the start of the year. Its success paved the way for the digital edition so while the podcast is not scripted, having it also exist in written form helps when planning content.


Reading something I’ve already written and thought about carefully helps when recording a podcast as the spoken word is delivered more naturally, so it is something I would advise on following.


On a side note, if you’re a budding entrepreneur trying to get your name and brands out there, then having both a written blog and recorded podcast posted regularly on your website increases engagement with a wider channel of readers/listeners. Even if they are the same, like mine, it’s simple yet effective marketing.


Keep It Short


Data released by Omny Studio, one of the leading podcast hosting services, revealed that the longer the recording, the less likely a listener will stay engaged until the very end. The data shows that if a podcast is five minutes or less, 62 per cent of listeners will stay engaged throughout, as opposed to only 22 per cent if the podcast is longer than an hour.


So, keep it short, concise and engaging. If something is not needed or essential to what you are trying to achieve, don’t use it. Just as with written form, make every word count.


Be Consistent


Simply choosing when you’ll be uploading your podcast is one of the most vital parts of building and retaining audience engagement. If you start out with a weekly podcast, keep it weekly! Your listeners will come to know when to expect your latest podcast so don’t become inconsistent or you’ll lose them.


Be The Expert


Quite simply, talk about something that matters to you and your audience. Who is your audience? Who are you trying to reach out to? For me, most of the topics I discuss are political and financial, which is appropriate as I work in the financial industry and run London Grill Club events with high-profile politicians, so my audience will have a keen interest in politics and the running of country too. Find a theme and stick with it.


Enjoy It!


Yes, you might be running your podcast with the intention of reaching a wider audience thereby benefiting you as the entrepreneur, but that doesn’t mean it should become just another regular channel to plug you and your brand(s). Be enthusiastic, sell the stories and take the listener on a journey. If you put your time and energy into each podcast, so will your listeners.


Overall, creating a successful podcast requires planning and practise but, once you’ve nailed the basics, everything should flow naturally and you’ll have the foundations in place to build and market an engaging product.


About the Author


David Selves is a business advisor at The Selves Group. He has enjoyed an eventful 50-year career as a seasoned broadcaster, entrepreneur, publican and hotelier. Making his name in business hospitality by purchasing struggling hotels and turning them into award-winning venues, David has built a reputation as a respected and highly regarded businessman. He was also the former Regional Chairman and National Board Member of the Small Business Bureau.

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