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CONTENTS
INTRODUCTION 04
STEP 1 05
STEP 2 08
STEP 3 09
STEP 4 10
STEP 5 11
STEP 6 12
OKAY, SO YOU’VE DECIDED
YOU’RE FINALLY GOING TO DO
IT. YOU’RE GOING TO LAUNCH
THAT PODCAST YOU’VE BEEN
TALKING ABOUT.
But you don’t want to just launch it. You
want to successfully launch it. You want to
create a podcast that’ll be subscribed to
by more than your best friend (who’s really
just listening to be nice).

No, you want to start a podcast that will

get listeners not because they know you
but because they get value from each
episode. A podcast that will make an
impact—to both your listeners and your
brand.

To do that you’re gonna need a plan.

Podcasts that stand the test of time, that
stand out from the crowd and don’t get
lost in the noise have a plan.

So before you record your first episode,

follow these 6 steps so you can launch
ANY podcast in ANY market.

Introduction 4
 1 STEP 1:
DECIDE ON YOUR PODCAST’S STYLE
Really successful podcasts have a consistent concept and style. And you
have a few different style options for your podcast. Think about which of
the following would be the best fit to reach your audience:

INTERVIEW-STYLE PODCAST
This is the most common style of podcast, in
which the host conducts an interview in each
episode.

For example, in each episode of I’ll Drink

to That!, host Levi Dalton interviews a wine
expert and names the episode after that
particular interviewee.

LOCATION-BASED PODCAST
In this type of show, the podcast centers on
the location where it’s recorded.

For instance, The MeatEater is about

hunting and outdoor activities and is
recorded on the road from locations around
the U.S. Every episode is about a different
location and the experience that follows.

Step 1 5
STORYTELLING PODCAST
This type of podcast tells a story.

There’s a good chance you’re familiar with

some of the more popular shows in this
category—like Serial, Dr. Death, and S-Town.

Stories have a real power to resonate with

people, which explains why Serial was the
first podcast to hit 5 million downloads on
iTunes (and that was way back in April 2015).

TEACHING PODCAST
In a teaching podcast, each episode
instructs its listeners on a particular topic.
In Coffee Break Spanish, for example, the
show gives listeners a Spanish lesson in the
time it takes to drink a cup of coffee.

A MIX: TEACHING/INTERVIEW/
CASE STUDIES
This style is a cross between…

• Teaching listeners
• Interviewing experts
• Examining case studies

The Ben Greenfield Fitness podcast focuses

on conversations about fitness, nutrition,
and biohacking, and also features interviews
with health experts and nutrition scientists.

Step 1 6
MINI-SERIES PODCASTS
This is where you create episodes that have more than one part: Part 1,
Part 2, Part 3, etc.

These are extremely powerful episodes because they essentially leave

people hanging. It makes them want to come back to know the end result.

We do this with our podcasts whenever we need more time to dive into a
topic in greater depth:

Many storytelling podcasts leverage this same principle. Take a show like
Serial, for instance. The entire podcast is basically one big mini-series.

Step 1 7
 2 STEP 2:
DECIDE ON YOUR EPISODE’S LENGTH
Successful podcasts also tend to produce shows of a consistent length.
Some shows focus on brief episodes—Content Inc., for example, has
episodes as short as 5 minutes. On the other end of the spectrum, The Tim
Ferriss Show’s episodes can last 2 hours or more each.

To decide on your episode length, think about your audience.

How much free time do they have? Are you making this show for busy
professionals who can only listen for 20 minutes while they’re driving to
work? If so, consider making your episodes 20 minutes, max.

Also think about how knowledgeable your audience is, compared to the
complexity of your topic. If your show focuses on basic dieting for weight
loss, for example, you can probably keep episodes relatively short. A show
that focuses on the nitty-gritty details of nutritional science, on the other
hand, likely needs more time to delve into its complex material.

Step 2 8
 3 STEP 3:
FIGURE OUT HOW OFTEN YOU’LL PUBLISH
EPISODES
A common mistake we see all the time:

Someone will start a podcast, and at first, they’re gung-ho about

publishing new episodes regularly.

But over time, as other work crowds into their podcasting time, they start
publishing episodes late. Then missing episodes altogether. Finally, they
settle into an inconsistent schedule in which they’re publishing episodes
whenever they feel like it or whenever they can find the time.

This is a problem, folks. Having a consistent publishing schedule is

an extremely important factor in a podcast’s success. Publishing
consistently will help you build a loyal audience who will know when to
expect a new episode. This will help to ensure people keep coming back
and download your podcast. And having consistent downloads is a key
factor for having good rankings.

So when you decide on a publishing frequency, make sure it’s something

you can stick to for the long haul. Determine how often you’ll publish
and which day(s) you’ll publish.

Your publishing schedule isn’t written in stone. You CAN change it if you
think you need to. Maybe you realize your podcast is working well, so you
increase your frequency from once a month to twice a month. Or, maybe
new responsibilities force you to reduce your frequency from weekly to
biweekly.

Just don’t change your publishing frequency too often because that
will confuse audience members who are used to hearing from you on a
regular basis. And if you do change your publishing schedule after you’ve
launched your podcast, make sure you communicate that to your audience
in advance so you don’t lose listeners.

Step 3 9
 4 STEP 4:
DECIDE ON A TITLE
Your podcast’s title is important. Ideally, it will grab people’s attention,
promise a benefit, and give them a hint as to what your podcast is about.

That’s a tall order!

To help get you started, look up some similar podcasts in your space
and use their titles as inspiration. Do they share a common tone, style, or
promise? Can you do something similar but different?

It’s also a smart idea to perform some keyword research. If there’s a

relevant keyword that makes sense for your podcast, work it into your title.
Use Google Keyword Planner to look up the search volume.

Step 4 10
 5 STEP 5:
WRITE YOUR ITUNES SUMMARY
Your iTunes summary is the place to tell visitors, in more detail, exactly
what your show is about. You want to use this space to tell people what
problem you’ll help them solve, and any other reasons why they should
listen to your podcast. So you’re going to want to write in a way that grabs
people’s attention.

Put some work into this copy because it occupies a prominent place on
your show page:

Because iTunes is a big search engine, this is another good place to

include relevant keywords. If you’ve featured well-known influencers on
your show, for instance, consider mentioning them here by name.

Just be aware, though, that iTunes has been known to remove podcasts
for saying things like, “This show is inspired by [insert influencer or
celebrity]” just to include that person’s name as a keyword. So be wary of
unnecessary name-dropping (particularly if the person in question has not
been on your show).

Step 5 11
 6 STEP 6:
CREATE PODCAST ARTWORK THAT MEETS ITUNES’
REQUIREMENTS
Your podcast artwork is extremely important. A good podcast icon will
stand out and grab attention. And just like your title, you’ll want this to
speak to your specific audience. This is a task you may want to outsource
to a professional designer.

Here are a few suggestions for your podcast artwork:

• Try using bright colors that stand out

• Consider adding an image of yourself to foster a personal connection
• Make sure your image is easy to see and read on mobile—like ours:

To meet iTunes’s requirements, your image needs to be at least 1400 x

1400 pixels, with a maximum of 3000 x 3000 pixels.

And with that, you have a plan and a process you can use to launch a
podcast that will generate downloads and subscribers. Now you’re ready
to start recording and editing your episodes so you can launch!

Step 6 12
WHAT’S NEXT?

Now that you’ve gone through this resource, it’s time to

use it! But simply reading through this resource will only
get you so far. Effectively using this information requires
other skills–from copywriting to paid traffic.

You need systems and checklists to…

• Produce content that engages your customer avatar

• Write compelling copy that gets the user to convert
• Make a retargeting campaign so you can continue
to nurture your lead through the Customer Value
Journey

…not to mention, you need a compelling offer in the

first place for your landing page to be effective.

That’s where DigitalMarketer Lab+ comes in! Lab+

offers foundational digital marketing training that will
help you build compelling landing pages and create
digital marketing campaigns that drive results.

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The Lab+ training platform and community will give

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