Four Questions Business Leaders Should Ask Themselves When Building A Podcast From Scratch

Joel is the founder of Addicted2Success and host of the Addicted2Success podcast.

If you know how to tell a great story — a story that will inspire people, spark a debate, make someone laugh, offer value or bring awareness to important issues you’re passionate about — then I don’t think you can go wrong by starting a podcast. With so many business owners, coaches and entrepreneurs around the world who are trying to build credibility, expand their network and increase their reach, more podcasts are being released by the day.

So why is there a growing demand and interest in podcasting? From my perspective, in terms of accessibility and the way the content is being consumed, listening to a podcast and listening to music are arguably the same thing. People can listen to a podcast while they’re commuting to work, while they’re doing chores at home or while they’re on a plane. Because of this, listeners can build a rapport with the podcaster.

But just because you started a podcast doesn’t mean it will automatically become successful, build your brand, expand your network, connect you with recognized authorities in different industries or have millions of people waiting for the next episode. 

Over the past 10 years, I’ve been building my own podcast, so I’ve learned this lesson firsthand. Throughout this experience, I’ve been able to connect with and develop meaningful relationships with industry leaders and experts. Most importantly, I’ve earned an audience of loyal listeners from around the world.

I’ve also learned a few important do’s and don’ts for business professionals looking to break into podcasting. Just like anything else, if you fail to plan, you plan to fail. The same is true for starting a podcast. If you don’t know why you’re starting a podcast in the first place, then it should not be a surprise if it goes unnoticed.

So, before starting a show, there are four questions business professionals should ask themselves in order to gain more clarity on how get started and succeed in the podcasting space. They are:

• What are you good at?

• What do you love?

• What solution will you bring to the world?

• How will your listeners discover your podcast?

Let’s dive into why these are essential:

1. What are you good at?

When you ask yourself the question “What am I good at?” you can narrow down the topics you’ll address on your show. Start thinking about what you’re qualified to discuss, offer advice on or talk about with potential guests you might have on your podcast.

For example, if you’re good at building teams, then your podcast might focus on content that offers business owners advice on how they can identify key players and develop hiring structures in their companies. This will then attract more business owners to your podcast and increase your credibility in the market.

2. What do you love?

There are a number of reasons someone might choose to start a podcast, but if sharing your passion and what you love doing with your listeners is your goal, it’s important to ask yourself, “What do I love?” This question can help you clarify how you plan to entertain listeners, as well as show you how your passions align with what you’re good at. In my experience, more likely than not, the things you love are similar or related to the things you’re already an expert in.

For example, if you’re good at team building, chances are you actually enjoy building teams as well. Because of this, in addition to offering your advice, you might also share stories and anecdotes about how your employees deliver results thanks to the incredible level of trust and chemistry they have with one another.

3. What solution do you bring to the world?

By asking yourself the question “What solution do I bring to the world?” you will gain clarity on what you aim to satisfy in the market.

Whether your solution is to bring awareness to an important issue or to help business owners build the right teams, knowing what solution you bring to the world solidifies the overall theme of your podcast. This prevents confusion and allows people to know exactly what they should be expecting from each episode.

4. How will your listeners discover your podcast?

I’ve found that this is the biggest problem most podcasters can’t seem to figure out. To make everything simple, start with what you have. If you don’t have a network composed of recognized industry leaders who can help get your name out there, you can think about investing in paid ads to market your podcast. If you’re starting from absolutely nothing, the general rule of thumb is that the more you give, the more you receive.

You can start asking for shoutouts in return for writing articles for different publications, and you can then embed your podcast episode in that exact article. An alternative way is to create PDFs and reports while including the podcast episode inside. If you start with what you have, you will work your way up — as long as you keep publishing content regularly.

To wrap things up, I believe podcasting is one of the best ways to increase credibility, grow your business and get your name ringing bells in different industries. You can get started with a limited budget if you already have a smartphone and an internet connection. What you should focus on in the beginning stages of starting a podcast isn’t the fancy equipment, but the relevance and uniqueness of your content and how you can market it to the right people. Everything else will then fall into place.


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