Plan a Killer Podcast

Liveblog of session presented by Leesa Barnes

Run as a brainstorming session.

Why does she like the planning process?

  • ensures success
  • anything is possible
  • low investment

Why to plan:

  • use your podcast as breadcrumbs to lead people to your other offerings e.g. your product, services, email list
  • people make the mistake of throwing everything into their podcasts – you are giving everything away for free, and they have no reason to follow up with you

How to plan:

  • 7 step process in podcasting strategy:
    • Assess
    • Plan
    • Produce
    • Build
    • Promote
    • Profit
    • Measure (ROI)
  • today we are focussing on Assess and Plan

What to assess:

  • technical savvy of target audience
  • do you have the commitment?
  • why am I doing this?
  • do I have the resources?
  • do I have something to say?
  • who cares?
  • are you saying something unique/new?
  • frequency

Why did people start podcasting?

  • build community
  • educate
  • give people a sense of your personality
  • because he could
  • ego – I have something to say

How do you research the issues in your assessment?

  • do 2 hours of research a week – if you can’t do 2 hours of research then you won’t have 2 hours to commit to the podcast


  • run a vanity search on Google to see how your name comes up.
  • getting a podcast out there helps move your name up in the Google ranking.

Planning stage:

  • what problem am I good at solving, and for whom?
  • from the list of problems, you can draw a list of solutions
  • from the list of solutions, you have a list of episodes

Problems that people in the audience are good at solving:

  • space and time
  • how to entertain (with audio)
  • application process
  • better poker playing

E.g. Susan from York University – helping students with the application process. Episode topics:

  • what grade do I need; prerequisites
  • what should I put in my portfolio
  • what makes a good research statement for grad studies
  • reference letters
  • OSAP/money/funding
  • residence
  • is there Kosher food on campus
  • can my boyfriend stay in residence overnight?
  • seasonal, so can have other topics in off-season e.g. how to rent out my room during the summer; can repeat topics/reuse content – can serialize feed in such a way so that no matter when they join they will get the first episode

Clustering – circle in the middle and each of the issues branch off from the circle

Survey Monkey – ask people what their top 3 issues are to find additional

How do you prioritize what you are going to talk about?

  • one strategy: put less popular topics between the very popular topics – space them ou, have people keep coming back.
  • start with topics you have the most interest/expertise in since you will do best with those
  • sustain interest by having a main message, and come back to that message after you go off on related tangents

What else to think about

  • budget
  • length of time
  • frequency
  • how you will deal with negative feedback (means you have some level of success)
  • hosts, who are you going to interview
  • competitive analysis – what are others in the same market doing? – it does not mean you have to do it the same way

Why do you podcast regularly?

  • consistency builds trust
  • if you say you are every Monday, you need to put it out Monday
  • if you don’t supply a rhythm when people expect it, you are going to lose it
  • if you don’t tell your audience that it is going to be sporadic, they are going to delete it or for big fans, they are going to be worried about you
  • let people know in advance that you are not going to be there
  • pre-record episodes to fill gaps, have someone else post for you

A person who belongs is a person who buys.  If a person feels like part of your community, if you are making an income from your podcast, you will have a ready-made audience.