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5 things to know before you start a podcast

Podcasts are quickly becoming the hottest way for brands to connect with their audience. But when it's all weighed up, what should you know about the podcasting before you launch your own? WWD Founder and prolific podcaster, Emma, spills the beans on what you should know first before you spend your ££ and time on producing our own podcast.

What better way of speaking directly to your ideal customer than through the power of audio? The connection of conversation is a powerful way to communicate; something that many businesses and brands have quickly realised. It's seen podcasting become more mainstream in recent years, especially during the pandemic.

15.6 million listeners in the UK tuned in to podcasts in 2020. Having previously co-hosted a podcast and also appearing as a guest numerous times I knew what I was letting myself in for when I started the WWD podcast, Her Business & Co. I often get asked questions about how to start a podcast so here are 5 things you should consider before you launch your own...

1. It's a total time thief

As listeners are expecting more from the audio experience you may need to rely on heavy editing to fine-tune the conversations, avoid any misspeaks and slim each episode down. Include in that a funky jingle and space for sponsorship, each episode can take quite a while to produce. That's not even including the time it takes to look for guests research topics, organise and record episodes. My tip would be to encourage people to come to you (we have an automated application process here at WWD) and block out a few days to record all the episodes of one season together and then batch edit them.

2. Equipment

Here's the thing; you can produce a flippin' great audio experience without needing fancy equipment. Since the lockdown boom of new podcasts not many have the high flying equipment you might expect. So don't be put off if this is all that's holding you back. As long as you have engaging guests and interesting topics that your audience want to listen to, you should be fine. Maybe just make sure the washing machine isn't running in the background!

3. Branding

Audio aside, listeners tend to lean towards podcasts that look like they've got their sh*t together. It doesn't need to be anything fancy to start with but pick a name that stands out and is relevant to your current brand. Don't over complicate the graphics. If you struggle and have the budget then investing in a podcast branding company can really help move that process along.

4. Cost

Basic costs aren't too steep but not to be ignored if budget is tight. You will need to pay for a podcast hosting platform (we use Buzzsprout) which is around £10 a month. We use Zoom to record our episodes and pay around £14 a month for the professional platform so we can have longer recording times. You may need to pay for a jingle to use or have one specifically made for you.

5. Does it fit

Considering the time and money it will take to get your show on the road I'd consider if this is the best use of those resources. Does your audience want a podcast from you? Is it going to push your business forward? Could your time/money be better spent somewhere else? What goals will this help you achieve and how will you track this? It's good to have a strategy and a plan if you're planning on launching a podcast soon.

The most important thing is make sure the podcast is serving your business and that you have capacity to deliver it to the standard you'd expect from your brand.

🎙Have you listened to our podcast yet? Tune here...


Emma Downey, Founder Women Who Do

Avid cake-eater, Disney-superfan and passionate about female empowerment, Emma founded WWD in 2017. She's on a mission to help as many women as she can to achieve their version of success. She loves to write and fills her time with as many hobbies as she can.

You can contact Emma:


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