FAQ: How Long Should My Podcast Be?

Welcome to the second in our FAQ series where we lay out simple, practical guides to the most commonly asked questions from our podcast production clients.

Question: How long should my podcast be?

Answer: As long as it is good!

As simplistic as this may sound, the truth is that there isn’t a magic number to hit or a particular length that will transform your podcast into a success. However, there are some simple questions you can ask to help you figure out exactly what the optimum length should be for your podcast. In this article, we share those questions to help you get closer to hitting the right podcast duration!

What is the industry standard? 

While there’s no silver bullet, there are some helpful industry standards that can help you set some benchmarks and inform the choices you make going forward. Those industry standards are that:

1. The average length of a podcast episode is 36 minutes and 34 seconds as reported by Pacific Content in 2019

2. The majority of podcast episodes out there are between 20 - 40 minutes according to Buzzsprout

3. As of 2019, podcast episodes are only getting shorter, not longer!

While these can be good to note, there are plenty of successful podcasts of all shapes and sizes out there that flout the rules. There are ultra-short podcasts like The Best Advice Show, right up to marathon listens like Hardcore History, whose latest episode runs for over 5 and a half hours! One of the most successful podcasts out there, the Joe Rogan Experience, has an average run time of over 2 and a half hours.

So, what makes these shows work? Their runtime is both purposeful and intentional. This is the secret to a balanced episode length that gives your audience just the right amount of listening time. Now, let’s go into more detail about how you can determine a purposeful and intentional runtime for your own podcast episodes. 

Best practices when determining your runtime

Question 1: When will people be listening? How much time will they have in that context?

In other words, is your podcast perfect for a 5-minute breather in the middle of the day, for a commute, or is it better for a long drive? Consider the location and timing of the listener. Think about when and where your listener is likely to want to listen to your podcast episodes, and use this to determine a few benchmarks. 

Question 2: Is it about the journey or the take-away for the listener? 

This is about the purpose behind your podcast. What outcome do you want for the listener? If it is about giving them key information or a takeaway in a digestible way, you might consider a shorter run time. If it is more about the unfolding of a story and the journey through that story, you might need more time to unpack things. 

Question 3: How much budget do you have? 

Naturally enough, longer run times mean higher production costs. Take for example things like studio rental, edit time, and the cost of having a producer on board during the recording. For more insight into budgeting your podcast, take a look here.  

Question 4: How much time does the host have for recording and prep? 

Another important practical point: If your host has other commitments, consider how best to use their time. If they are tight on availability, it is better to spend time preparing than recording aimlessly for 3 hours. Be aware of how much prep is likely to be needed, how much time they’ll have to put in, and then how much time you have to record. This will all impact just how much can go into a final episode edit. 

Question 5: Does your host sound better with more space or tightened up? 

Some presenters sound better when they are given the space to ad-lib and go off-script - they might want to exert their creativity, and may benefit when given space to play. 

Others excel when delivering within firmer guidelines - including some scripted parts, or even if they simply know there’s a limit on available time. The former may mean you need a longer run time to really get the most out of this host. 

Question 6: How long has your podcast existed?

It’s worth noting that most successful podcasts that are longer than one hour per episode have been around for a long time, too. So, as a rule of thumb, we don’t suggest going for over one hour of runtime, unless there is a really specific, intentional reason to do so. 

Having said this, we do also suggest that you think creatively about how to make every second of your podcast really count. You may need to build up to longer episodes with more of an audience and budget behind you, or this may never really be necessary. Consider the value of every moment that goes into that final cut!

There you have it - some clear questions you can use to determine how long to make your podcast. If you’re still not sure or are looking for a second opinion on maximising the value of each episode, Message Heard can help. Get in touch with us at contact@messageheard.com or by clicking here.

The Best Podcast Newsletters

Since I started in this industry nearly three years ago, podcast newsletters have been an incredible resource to help me understand the fast-moving podcast landscape.

There are a lot of options out there when it comes to deciding what to subscribe to, so we’ve created a resource to help discover and compare podcast newsletters. Whether you want to learn more about the industry, find a job or develop your craft, we’ve got a newsletter for you!

You can find a spreadsheet here which provides an at a glance look at what newsletters you should subscribe to if you are looking for: 

• Industry News and Analysis

• Job Listings

• Podcast Recommendations

• Creativity and Craft Advice 

• Career Advice

We also go into more detail below about what you can expect from each newsletter to help you decide if it is for you. 

Some housekeeping notes:

• For the sake of brevity we have opted not to include newsletters from production companies

• We have definitely missed some, please tweet us your recommendations - find us @messageheard

• And, we will update the list with new submissions and newsletters in due course! 

Podcast Industry News 

Podcasting is a nascent market, which means things move fast. Luckily, there are some really great newsletters which provide everything from daily digests to in depth analysis. 

• The Audio Insurgent - Eric Nuzum’s newsletter sits somewhere between industry analysis and advice on audio craft. Sign up for insightful thought leadership. 

• Hot Pod - In this weekly newsletter, Nick Quah and a rotating cast of contributors unpack industry news and deeper trends.

• I Hear Things - Weekly newsletter from Tom Webster covering industry trends, tech updates and audience insights. 

• Inside Podcasting - This is a handy digest of updates delivered to your inbox three times a week. A great way to stay on top of industry headlines. 

• Matt on Audio - A UK focused thought leadership newsletter by Matt Deagan, one of the founders of the British Podcast Awards. Expect a mixture of Radio and Podcast analysis. 

• Podnews - This daily newsletter edited by James Crindland is a must subscribe for anyone in the industry. It provides a daily digest that can be skimmed on busy days. 

• Sounds Profitable - This weekly newsletter is a one stop shop for updates about adtech from Bryan Barletta.

Podcast Industry Insights 

These newsletters speak to the people working or hoping to work in the industry. If you are looking to improve your craft or feel a sense of kinship with fellow podcasters, these all offer something a bit different. 

• Formats Unpacked - This isn’t technically a podcast newsletter but is a great read for anyone interested in formats and concepts. Each addition a guest contributor unpacks popular formats from across the media like and breaks down why it is successful. You can read archived additions on Drag Race, 99% Invisible, Gogglebox, Reply All and more. 

• NPR Training - This is an amazing resource for reporters, producers and audio journalists full of practical tips and clear technical guides. 

• Sound Money - In her fortnightly newsletter, Em Kwenortey anonymously interviews people in audio about their careers, money and the state of play in the industry. Subscribe for candid advice served with a side of shade.

Podcast Recommendations

• 1.5 Speed, Vulture - Nick Quah is back again. This time with his weekly recommendation newsletter for Vulture. 

• The Bello Collective - Bello do amazing things for the podcasting community, and really could have gone in any of these categories but I especially love their thoughtful, curated recommendations from wide ranging contributors. 

• Great British Podcasts - Run by the team behind the British Podcast Awards, get the best of british podcasting in your inbox each week. 

• Earbuds Collective - Each addition, a guest curates five episodes on a different theme. Recent additions have included collections on human connection, ageing, and podcasts that intersect true crime and music. 

• Hear Here - A weekly missive from The Guardian, stay on top of the latest new releases.

• Podbible - This UK based magazine also have a newsletter jammed packed with recommendations. 

• Podcast Delivery - Each newsletter they only highlight one podcast, so you know it’s a good un’.

• Podcast Gumbo - Paul Kondo writes a short but sweet newsletter each week with three recommendations. I really like the focus on episodes rather than series as it can help you discover some surprising shows!

• Podcast The Newsletter - Lauren Passel really knows her podcasts. Each week she interviews someone in the industry and shares a comprehensive list of recommendations. And all I will say about her choices: expect the unexpected. 

• Podcast Review - This weekly round-up from the LA Review of Books is always full of surprising gems. 

There you have it, our guide of podcast newsletters you should be subscribing to in 2021. If we have missed anything, please let us know - you can reach us on Twitter or email contact@messageheard.com. 

FAQ: How do I make an Apple Podcast Channel?

Welcome to the first in our FAQ series where we lay out simple, practical guides to our podcast production clients most commonly asked questions.

First up, we have had a lot of questions about Apple Podcast Channels since they launched in June 2021 alongside their new subscription features. 

So, here’s your guide to help you understand these new developments. In this post we will answer:

1. Do we need a channel? 

2. If so, what assets do I need to create one? 

3. And then how do I actually do it?

Why should you make an Apple Podcast Channel? 

If you have more than one podcast, we recommend creating a simple channel as it improves discoverability and creates a simple, attractive shop-window for your podcasts. 

Essentially, all it means is that by clicking the author tag that displays under your podcast title a listener will be taken to your channel helping them easily discover your other podcasts. If you don’t have a channel the link won’t take you anywhere when clicked. We think this is a missed opportunity!

It also means that if someone searches your channel name in Apple Podcasts, your channel will be returned as a result. This is helpful if your channel name is your brand name. 

What assets do you need to make an Apple Podcast Channel?

Before you publish your channel, you will need to have all these assets uploaded or filled in in order to make it live. You can also make changes to all of these fields once it is live.

• Apple Connect Account - If you have already created your podcast channel and it is one Apple Podcasts you should already have this. If not, find out how to make one here.

• Channel Name - This can be up to 25 characters. We suggest just using your brand name eg. Message Heard.

• Artwork Banner - This will be a transparent banner that you can then add a background colour when you upload it. You can find all the requirements and a template here. 

• Icon - This should be your brand logo or similar. There are further specifications and a template here. 

• Description - This can be up to 4000 characters. Apple haven’t published any best practice around this yet but it should describe what listeners can expect from your channel. Try a welcoming tone to encourage engagement. Here is an example from the Message Heard channel: 

We are Message Heard, one of the UK’s leading podcast creators. We make award-winning shows spanning groundbreaking journalism, intriguing personal stories and unheard insights from the world of sport. For unparalleled insight into modern day war and diplomacy, think Conflicted; for a fascinating family tale unearthed for the first time, listen to Finding Natasha; and for a story of tragedy and injustice on the world’s stage, find Untold Killing. 

• Link - You can also include a link. We recommend a link to your website homepage, podcast hub or a link tree — wherever you want to drive listeners. 
  
  

A screenshot of the backend of the Message Heard channel in Apple Podcasts Connect.

How do you make an Apple Podcast Channel?

1. Log on to Apple Podcast Connect using your Apple ID

2. Click the purple plus sign in the left hand side of your screen next to “Podcasts”

3. Select ‘New Channel’

4. Name your channel in the pop-up box

5. Fill in your description

6. Add a link to your website

7. Upload your icon and banner

Congratulations, your Apple Podcast Channel is now live!

You can now add shows as and when you launch them, or even introduce subscription content - we hope to explore that more in a future blog post, so do let us know if you’d find a guide to Apple Subscriptions helpful. You can tweet us here, or email contact@messageheard.com.

How To Grow Your Podcast Profile As a Podcast Guest

Looking to attract new listeners to your podcast? Become a guest on other podcasts!

Dedicated podcast listeners are already excited to hear new audio stories being told. Make the most of this under-rated marketing tactic and reach engaged podcast listeners by getting your host onto other podcasts that share a similar profile and audience. 

Just like a book tour, or doing the rounds on late night TV, more and more people are looking to do ‘podcast tours’, to help promote a new book, movie, film, or even another podcast. In fact, Lauren Passell, who formerly worked at Little Brown, launched a podcast publicity agency in 2019 specifically to help non-fiction writers reach new audiences via podcasting. It makes sense, given that 80% of podcast listeners will keep on listening once they’ve started a podcast. 

Because of its trust-building power, arranging guest spots on other podcasts is a tactic we have used to grow our own shows, as well as that of our clients. It works particularly well when you have talent with either industry expertise or an incredible personal story - and ideally both! 

Benefits to Guest Podcasting

Here are some of the benefits we’ve found to guesting on other podcasts:

1. Exposure: A guest spot on another well-regarded podcast enables you to reach new audiences and taps into audiences who are already podcast fans. The trust and enthusiasm they’ve already established with a particular podcast creates a more positive first impression of whatever you have to promote.

2. Engagement: Podcast interviews are often richer than just reading text. Audio allows a new audience to spend real time with your host, and get more of a sense of them and what story they have to tell.

3. Positive Associations: With the trust between host and listener already established on an existing podcast, guesting on an episode is an endorsement that listeners are more ready to respond to. Benefit from a positive association for a great first impression.

Examples of Guest Podcasting Successes

David Yarrow’s In Focus

One of our proudest examples is the work we did for David Yarrow’s In Focus podcast. Our strategy was to target a range of podcasts that were either industry aligned with David’s work in photography, or topically and thematically aligned with lifestyle, adventure and travel. 

In the end, we managed to have David guest on The Good Life by Wondery, The Adventure Podcast, Photography Daily, and A Small Voice Conversations with Photographers. This totalled over 4.5 hours that new audiences spent with David. It made a huge impact to David’s listenership, and helped cement him in this topic area as someone with a unique story to tell. Read more about the approach we took and the outcomes we achieved for David here. 

Conflicted

For our podcast Conflicted, we knew a long form style would be the best way for Aimen, one of our hosts, to tell his amazing story. There are a huge range of political shows out there, but when we surveyed listeners about how they discovered Conflicted, 8.5% had heard Aimen and Thomas on other podcasts, such as Blethered, Changed My Mind, Jordan Harbinger, An Intelligent Look at Terrorism, and TRIGGERnomentry. In a busy market, guesting on other podcasts helped Conflicted stand out from the crowd of strong opinions and personal takes on the issues facing our world today. 

How to Approach Other Podcasts for a Guest Spot

With the benefits and success stories in mind, how can you go about actually securing a spot on a show that will help boost the trust and reach of your own podcast?

1. Nail your pitch 

Before you start reaching out to anyone, make sure you know what your pitch is and how you position the story you’re telling - why would anyone want to listen to you or the talent on a podcast? What unique angle can you offer? Does the story or the individual fill any gaps or add a new dimension to an existing discussion? Build a picture of this in your pitch. Make sure you’re clear about the talking points that you can present, and the value that you or the host/talent has to offer by being a guest. 

2. Build a shortlist 

It’s time to do the research! Search for podcasts to approach that you think are both relevant to your prospective audience, and where you are able to offer something to their audience. Consider those overlaps with the existing audience or thematic coverage of the podcast you hope to approach - the podcasts you approach ideally need to have both audience alignment as well as a high topical relevance to really be impactful. By tying your value to their audience, you create a far more impactful pitch. And, of course, make sure to actually listen to the shows you are pitching!

3. Make your approach and send a strong pitch

While pitching can be time consuming, it’s really important to get this right. Draft your pitches so they are specific to each podcast you hope to approach. You could team up with a PR agency for this. But even if you do this yourself, it’s important to really make sure you’re speaking clearly and concisely about why you or the talent would be a good guest for this specific podcast, and always include specific talking points.

And there you have it! By creating systematic podcast outreach, you can maximise the power of guesting on other podcasts to start introducing yourself or your story to the world. 

If you’re interested in conducting a campaign like this, get in touch.

What podcast hosts can learn from chairing panel events

Having multiple podcast guests at once can feel like herding cats – everyone wants a chance to say their bit, everyone has an opinion and people can potentially start speaking over each other! But there are a lot of great benefits to this podcast style, if you can pull it off.

Panel-style podcasts are usually:

• Lively and dynamic in style – like listening to a conversation with friends!

• Good at bringing different perspectives together.

• A great way to share expertise and insight.

So, how do you make sure that everyone can be heard and understood, and that everyone contributes their best? In short: you need a great host to act as chairperson, guiding the debate. 

In this article, we break down our advice for using panel chairing experience for hosting a great podcast, including some top tips from serial panel chair and Executive Chair of Message Heard, Louise Beaumont (so many chairs!). 

Serial panel chair and Executive Chair of Message Heard, Louise Beaumont.

Choosing your guests

As is the case for any great podcast or panel, guest selection is really vital to making sure it all comes together. The best guests are those who have a depth of knowledge, are comfortable speaking on the topic and who bounce well off others. 

Being opinionated or passionate is usually a pro, and it can be helpful to select guests based on their ability to add different points of view to the same topic.

Trust-building and coaching

It’s often helpful to spend time with your panellists ahead of the day, and this also applies to a panel podcast. This will enable you to both build trust in the relationship with that individual guest and test out any avenues that might be ripe for further discussion. In the production process, we call this step the pre-interview which you can learn more about here. 

According to Louise, it’s also a chance to suss out how well your individual guest responds to some of your intended topics, so that you can ‘Coach them on how to make the answer more vibrant.’  This doesn’t mean showing them all your questions, but rather introducing in broad strokes the things you’re likely to cover.

It’s also a way to help improve their answering skills by encouraging them to ‘Add a killer fact or stat, tell the memorable anecdote. Keep it short and colourful, rather than lengthy and pedantic.’ All important for getting the most value out of your conversation.

A lot of this links to our more general tips about becoming a better podcast host, which you can read more about here.

Formulating the arc of the discussion

Another opportunity that comes from panel prep is developing the discussion arc. This translates neatly into the arc of the episode in any panel-style podcast. Louise says:

During the prep call, people can see that I’m building the story arc, and giving everyone a role in building it. They can see when and where I’ll bring out oppositional or supporting views.  And they can see I’ll be fair with airtime. Once you have a good story arc you can place each point of view in an order that will make sense to the audience – again, this makes it memorable – which is better for the panellists.

Planning your discussion arc is always a great way to ensure that you get everything you need out of the group and come away with a conversation that is dynamic but also has a flow from start to finish.

Encouraging surprising answers

The best moments in panel discussions often come out of surprising takes on the topic – ones that reveal a more passionate, opinionated or just unique sense of the subject. Prompting these surprises can be tricky, but Louise says it has a lot to do with the courage to ask more daring questions:

I’m on the audience’s side – I know I have to make the conversation sharp, vibrant and relevant for them, and also really to the point so they say ‘God, I wish I had thought of that question’ or ‘I wish I was brave enough to ask that question’ and then I have to get them really sharp, interesting answers – so the tough question pays off with an interesting answer.

It's worth also remembering that the courage to ask has to be accompanied by the right questions, asked at the right moment, and prefaced with the trust of the panellists themselves. Louise adds:

Getting surprising answers is a combination of knowing which questions to ask, and how to ask them (tone, style), but also having the trust of the panelist such that they feel they can tell that anecdote or furnish that fact

This is where the preparation really pays off, building on the trust you’ve already established ahead of time alongside the arc you’ve fleshed out, and keeping your audience in focus throughout the discussion.

Managing multiple speakers

One of the potential pitfalls of a panel discussion is losing the insights each panellist might deliver if they start to speak over each other or interrupt too often – or if one person takes up so much time, nobody else has a chance to weigh in!

It’s important to remember that, unlike a panel, you have editing on your side in a podcast. The main thing is to ensure there is minimal talking over each other by participants in the conversation. In a panel, using a device to help signal to the guests that it is time to come to a natural close could be helpful, as Louise suggests: 

‘My control mechanism is called ‘Waggy Pen’. In the prep call I hold up my bright pink pen and explain to people that when they see Waggy Pen, it’s my way of telling them to end at the next full stop. I do it so that I don’t have to talk over anyone – which is just aurally annoying for the listener, and also so the audience doesn’t realise how the conversation is being managed. Good for them, good for their fellow panellists, good for the audience.’

In a podcast, however, you can have the producer help you out here - they are able to help jump in and restart questions, as well as ensuring the flow of the entire conversation is intact. Editing afterwards can also sharpen the outcome. If you do feel the the need to interrupt, be sure to demonstrate that you are looking for clarification, or are genuinely just interested in digging into something related to that point – for instance, you might say, ‘Sorry to interrupt you, but that has reminded me…’ or ‘Building on what you were saying…’

Use the combination of good preparation, a switched-on producer and gentle conversational techniques to help maintain the overall flow of the discussion, and make the most of your chance to edit the recording after the fact. 

Remote moderation techniques

Adding in the remote recording factor that we are all dealing with these days, can be another layer of hosting complexity. Louise’s advice is to get, ‘Everyone in the [virtual] green room at the same time, so we can re-establish rapport, run through the story arc, remind everyone of the rules (short, sharp, vibrant).’ This may mean a quick reminder of everything ahead of the recording time and being ready with the technology – keeping the setup and recording process as simple as possible will help ensure everyone feels calm and ready for discussion.

 If you’re considering a panel-style podcast, we can help make sure it all goes off without a hitch. Our Convenor package is all about bringing together thinkers in your space and cultivating excellent conversations. Get in touch today if you are looking for the support to ensure your podcast is executed with success!

Want to learn more about making a panel podcast with Message Heard? Check out our Convener package here.

Planning a Podcast Interview? Start Here.

The interview format is one of the most common types of podcast out there. But even though there are a lot of interviews recorded, not all of them succeed! Cultivating a conversation that is insightful and valuable for your audience isn’t always as simple as it sounds.

This guide is here to help you navigate the interview process to make sure yours never falls flat, and that your podcast really stands out from the crowd. After all, you only get one run at a great interview. 

A quick house-keeping note - here at Message Heard, this format falls under our ‘duocast’ package. This is simply a shorthand for all podcasts involving two voices, so we use duocast and interview podcast interchangeably in this post.

So, back to business. Before we get into our step-by-step guide, it’s worth asking the question: Why are interviews (or duocasts) so popular with listeners, and what are the benefits of using this format? 

The benefits of a great interview

A successful interview has the potential to:

1. Communicate and connect with people

What better way to showcase a connection than through a great conversation? Successful interviews live on in people’s memory. This is a chance to connect not only with an interviewee, but also to communicate something intrinsic to the host. Bringing people together is the biggest opportunity of the interview format.

2. Showcase expertise

Your depth of understanding is on show through the questions asked and the answers received. It’s a two-for-one deal, where both the host and the interview subject have a chance to talk deeply on a subject that is of interest or curiosity to them.

3. Raise an individual profile

Raising your brand profile is often easier through an effective conversation than it is by simply stating what you know or have to offer. This is because calling in a great interview subject immediately offers you the chance to grow your network – leveraging their audience, as well as your own – and expanding the reach of a brand or individual.

The interview checklist

Stage 1: Research and planning       

Any good interviewer knows that it’s all about the preparation that goes in ahead of the conversation. Before your guest even sits down with you, it’s time to hit the books: read or listen to the guest’s previous interviews, look up their personal profiles or online presence, and start considering how you might angle your conversation. What have they not been asked before? What do you wish they’d talk more about? Come up with a focus for your interview based on your research, and start planning your initial questions.

With all of your questions written down, start to organise them into a structure that makes sense for the episode. Ask yourself: do these questions move between themes and topics in the most natural way? Consider the arc of an episode and where you’d like to ideally finish the discussion, as well as any key information that you need to get out of the conversation. Make sure this is covered in your line of questioning.

Stage 2: Pre-Interview priming

As well as doing your own preparation, it’s worth it to start priming your interviewee beforehand. Use an initial call, or a pre-interview, to get a shared understanding of:

• Your interview style

• What you’re hoping to achieve in the conversation

• Any technical information required

• And to give the subject a chance to speak their questions or concerns.

This is also where you are filling in the gaps from your desk research, as it is your chance to check any facts directly and clarify intent for the conversation.

Outline what you want to talk to about in the interview, but don’t give the subject the exact questions. This will keep the interviewee from overthinking their answers and will keep your recorded conversation fresh and in the moment.

Furthermore, this is your chance to begin to build rapport with the subject. Good rapport is always part of an effective conversation, and it can be tricky to do all of this in a few moments before recording, if you haven’t met the subject before.

Stage 3: Soundcheck and technical setup

Let’s face it: many of us are now recording remotely! If you aren’t able to record in studio (which is the optimum place to ensure quality) you will have to do a bit of extra work to ensure your podcast is recorded correctly and sounds great. Whether you’re able to use a studio or not, a producer or engineer can perform this soundcheck to make sure the host is focused on conducting the best interview possible on the day.

There are many good ways to record an interview. In general, we don’t recommend using Zoom or Skype to record, as these don’t record at an optimal quality. Consider one of the various recording platforms out there like Cleanfeed, Zencaster, Squadcast or Riverside. Technically, a tape sync is the technical term for a remote interview, and with a producer on board, it can be possible to arrange for a remote engineer in the guest’s location who will be able to set up and record remotely at a much higher quality. If safe to do so, this is worth considering too, to ensure the host and interviewee have the best audio at the end.

Whatever your setup, you need to check your guests sound setup to make sure the recording is the best quality possible. This will also help you hit the ground running on the day of the interview and elevates stress for the interviewee.

Stage Four: Making the most of your recording day

Now is the make or break moment! The day of your recording, do your best to ensure both you and your subject are feeling relaxed and ready to chat. Try to keep the technical setup as pain-free as possible so they too can concentrate on delivering the best answers without getting distracted by other factors. If you’re recording remotely, ensure everyone is somewhere they won’t be disturbed and where there isn’t too much background noise – turn off your phone, email notifications, etc. Again, if you’ve got a producer, they can help make sure all the conditions are as optimal as possible for a great quality recording.

As you start to ask questions, this is the time to be very present in the conversation. Focus is vital here, as is listening. Having done some solid prep, you shouldn’t be afraid if your subject starts to deviate or introduce a tangent – either guide it back on track with a clear question or follow the track further and ask appropriate follow up questions if you’re curious and want to dig deeper. This is all part of active listening.

If you’re not sure you’re getting the information you need, be prepared to ask extra questions that might help tease out a topic. In essence, this is all about flexibility – just as a natural conversation can move around or shift, be aware when this is happening and consider whether to follow or turn things around. And if your subject is nervous or unsure, reassure them that they can always pause, take a moment, and start again.

It’s all about managing a conversation – as well as having one! Pay attention to how the discussion feels as it unfolds. If you’re interested and excited about it, chances are that this will come across to your audience too!

Stage Five: Editing and final touches

Here’s your chance to really tighten up a meandering conversation – you can move things around a little, if really needed, cut out any repetition or mistakes, and consider the pace of the episode as a whole. Dialogue pacing is crucial – you don’t want a subject to not sound like themselves, but you also want to help them out if they were nervous or particularly slow to speak. Sometimes, it can help to manually pace the dialogue here and there to create energy and shift up the tone in a monotonous part of the conversation. Help everyone out as well by cleaning up any uhms and ahhs, for a nice crisp quality to the speech.

There you have it, the 5 steps to nail a podcast interview and create a conversation that is a pleasure to listen to. Implement these tips to ensure your interview really makes an impact and stays with audiences well after an episode is finished.

Want to learn more about duocasts? Find out all the podcast production services we offer here.

Going Solo: How to Podcast for your personal brand

Just you and a microphone. Sounds simple, right? Actually, a great solocast is a difficult format to master, but one that can be worth the work - especially as a powerful source for personal branding, and sharing individual stories.  

A ‘solocast’, for reference, is one host speaking on a subject, carrying an episode solo. Done badly, solocasts can embody some of the worst stereotypes of podcasts - ranty, unstructured, or indulgent. However, we don’t have to look far to find examples of podcasts that showcase the real potential of the format.  

From established classics like Dan Carlin’s cult hit Hardcore History, to John Green’s cerebral Anthropocene Reviewed and the beloved The Memory Palace, solocasts hold their own in the podcast canon. When done well, this format builds intimacy, connection, brand affinity and authority with your audience. Here’s how:  

Intimacy 

Intimacy with an audience is a powerful way to introduce a personal brand. You only have to tune into podcasts like Diary She Wrote, and Probably True to see this in action. Both hosts give audiences a no-holds barred glimpse into their world through confessional style monologues.  

Scott Flashheart of Probably True says of his decision to go solo that, “There were plenty (too many!) podcasts that were just two people having a conversation. I didn't feel that I could bring anything new to the format, or do anything that would really stand out as worth listening to against all of the others.” Taking a more personalised approach, he says, enabled him to really be creative and offer something unique. 

Connection  

Going behind-the-scenes with an individual can really bring a personality or a project to life. For the In Focus podcast, David Yarrow offers, “A dive deep into the narratives behind the work.” By talking us through the experiences behind particular photographs from his portfolio, David is able to dig into the context of his art, which brings new layered meaning to the work: “Sometimes it was the cultural landscape of the moment, in others, my life was in danger, sometimes, I was suffering personally. These stories influenced and shaped the course of my career as a photographer and continue to do so. If I can give people a glimpse into my bizarre world and captivate or inspire them for just a moment whilst doing so, then I have done my job as a storyteller.”

Brand Affinity  

After the podcast Criminal, the host Phoebe Judge has gone on to host a spin off show where she essentially reads audiobooks in the form of a podcast. Building affinity with her voice was a powerful move in developing a relationship with her audience. Her voice is widely quoted as one of the best in the business, and a certified fan favourite.  

Authority  

By creating a solocast that is well-researched and well-presented, you can become a trusted voice of authority. Great examples include Dan Carlin’s Hardcore History, and the Talking Politics podcast. Both have become revered for their subject matter and furthering the personal brand of their hosts.  

In the words of Sandra Ferrari, Producer of In Focus with David Yarrow, the solocast format is perfect “when emphasising an emotive story or a story meant for a targeted listening experience.” A possible pitfall of solocasting is the potential to sound monotonous. Maintaining the listeners curiousity is more challenging with only one speaker, but there are many ways to keep the podcast engaging throughout. We spoke to professionals both in front of and behind the microphone, and offer up the following tips:  

1. Maximise your sound-design 

Using sound design to add interest to your presentation can really make the difference. Here are some examples of the same sound clips, with and without sound elements integrated in:  

Producer Sandra Ferrari also recommends choosing the right microphone and setting up a good recording scenario to capture high quality sound. Learn more about the power of sound and why good quality audio matters here.  

2. Consider your episode length 

It can be tough to fill hours and hours alone as a single host speaking into a microphone. Short and sharp episodes will help you avoid becoming a podcast trope of someone ranting into the void - keep to your topic and know when you’ve said enough. Utilise your editing time to ensure your episode has just what it needs and conveys the story in a timely fashion for the audience. Shorter podcasts are not a problem - the old adage is true: it’s quality, not quantity that matters. 

3. Find a helping hand 

The double-edged sword of a solocast is that, while you may have all the creative control, you also have… all of the creative control. Scott Flashheart, host of Probably True, emphasises that one of the biggest challenges of solocasting is the fact that it is ‘solo’; “If you don't do something, it doesn't get done,” he says. “There's always more to do. Written an episode? Great. Now record it. Then edit it. Then publish it. Time to relax? Nope! You need to push that episode so people will listen to it, and also start work on the next episode, because the deadline is coming up again. It's a big, hungry beast that is never satisfied.”  

Sandra Ferrari adds that a new host who has little experience in broadcasting should work with a producer. You may be going solo on mic, but a producer can help you deliver your scripts in a fresh and engaging way. This will ensure that a host is “pacing themselves and emotively connecting in the delivery of their script.” Alongside production help, it can be worth seeking support to ensure your podcast is edited and distributed effectively, too.  

4. Lean into the preparation 

This point is about the talent, or host, behind the solocast. Finding the right story and pairing it with the right host is a huge part of any successful podcast, but in a solocast this is even more  important. No matter your experience level, as a host you should have the script down, and lean into the preparation behind it, ensuring you are familiar and comfortable with everything that needs to be said. Sandra suggests reading aloud multiple times before heading into the studio to record, and making notes to help you with your delivery. This might include underlining words to emphasise or indicating where to pause for dramatic effect. The key then, she says, is “Practice, practice, practice!” And having a producer on hand to coach a host through the recording, handle all the technical considerations, and allow the host to stay focused on delivery, can’t be overlooked.   

Final advice… 

A solocast can be a lot of work for any one individual, but can act as a huge boost for a personal brand and to develop a rapport with an audience that advances your branding goals. Flashheart adds it’s important to remember to “Find the joy in it - it should be fun. When it starts to be a grind, put it down and take a break. Your brain (and your social life) will thank you, and your audience will still be there when you come back.” 

Want to learn more about solocasts? Find out all the podcast production services we offer here.

Which format suits your podcast?

Whatever your business goals, there is a format that suits your story best. Discover more about the shape your podcast could take to convey your company’s message successfully.

Looking to start a discussion? Or grow your profile? Creating the perfect corporate podcast is made up of many parts, including choosing the right format for your story. We might assume that a podcast is just two people on mic, talking to each other about a particular subject. But actually, a podcast can offer many forms of storytelling. 

In this blog, we want to introduce some other formats that might suit your podcast aims better, aligning with your business or brand goals and helping you stand out from the crowd.

A Monologue/Solocast

A Monologue or Solocast is one person on mic talking through a subject. This can be elevated with sound design and other editing techniques. Examples include Dan Carlin’s Hardcore History Series and The Anthropocene Reviewed with John Green. 

Pros

This format is great for thought-leadership, as well as narrative storytelling or reviews. It doesn’t rely on guests or other parties, as one person carries the show. Your audience really has the chance to know you intimately, which can be very powerful for personal brand building. It can also be easier to edit one voice rather than several, and you can always adjust and record again with an individual, if things don’t sound as you’d hoped. 

Cons 

Your host has to be very capable, as they really own the show - there’s no one to bounce off from! Also, to make sure this format really shines, it’s important to ensure audio is well produced in order to still sound dynamic and hold audience attention. This can also mean privileging shorter episode lengths or use of archive audio, to break up the single speaker. 

The Documentary 

Popularised by NPR, this format is very much about historical recounting of a series of events. This might be achieved with a combination of voices, music, archival audio, and more. An example of this is our podcast with Remembering Srebrenica, Untold Killing.

Pros

This format is very engaging and dynamic, and can definitely have broad appeal, enabling a deep exploration of a particular story. These sort of shows are also proven to have a broad appeal and are regularly seen at the top of the podcasting charts. Beyond this, documentaries often have an evergreen quality meaning people can discover and enjoy your content long after the run is over. 

Cons

This style of podcast requires a long production time, and has complex production needs. It requires lots of forward planning and more time to piece together the episodes. Great research is definitely required.

Non-fiction storytelling or reporting

In this format, you hear reporting on an ongoing story, or a hosted show that is being reported, usually based on real life or true stories. It’s a combination of a discussion and reported information, so multiple voices are heard and help to tell a story - this makes it a great way to teach something new to your audience, and expose listeners to new ideas and concepts. Examples include Breaking Brand, Reply All and Heavyweight. 

Pros

This is a compelling way to tell a story that you own, offering the chance to include other audio to create a dynamic episode. You really can tell any story at all, so this can be a very flexible and inclusive format.  

Cons

Because this format often involves many sources of information, it can mean long and complex production and detailed research are involved.

The Interview

An interview between a host (or multiple hosts) and a subject, who is given the chance to share their unique expertise or insight. The host guides the discussion, asking key questions. Examples include our collaboration with NatWest, or How I Built This and the very popular Tim Ferris podcast. 

Pros

Interviews offer the opportunity to introduce a new perspective. Hosts have less pressure, as the guest should do most of the talking. Listeners also don’t mind the occasional fluffed word - they want to feel there’s a natural conversation happening. New audiences might discover your podcast through your guest, which is great for audience building, and this format can help spark discussions. 

Cons

There are lots of podcasts already in this format, making it hard to stand out. Interviewing is also trickier than it looks - it takes good research and can be challenging if the guest is repetitive, talks for too long, or isn’t able to articulate their views. You’ll also need a new quality guest for each episode. 

Fiction storytelling

A fictionalised play or audio drama, this format is normally performed by voice actors. It’s much more similar to dramatic television or the radio play. Like any good fictional story, these rely on great characters, tension and narrative arcs. It’s a very creative storytelling type, and examples include The Archers and Forest 404. 

Pros

Audiences can be really engaged with this style of podcast, as they become invested in the story. With few examples out there, it can be easier to stand out in this format. The only limit is your imagination! Which also means, research and factual accuracy might be less important.

Cons

This is a less common format because it is generally less relevant to businesses. Your competition comes more from Netflix than other podcasts, so it’s much more about having the creativity to come up with a great original narrative. You do have to have the whole story in place at the start, so you know exactly where your episodes are going and how to hit the right beats to keep listeners engaged.

There you have it, some of the other podcast formats that might be perfect for your brand. Don’t get us wrong, sometimes two people and a mic just having a great chat can really work - after all that’s the format behind Conflicted! But it's important to consider why this is the best format. 

Think carefully about the format that best suits the story you have to tell, so that you can get out there and share it! And if you’re not sure — get in touch, we can help you figure it out. 

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Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

How to use Podcasts to Boost your Content Strategy

What can a podcast do to boost your overarching content strategy? Learn more about how podcasts can help create a more effective content offering for your brand.

There are so many great reasons to consider creating a podcast for your business. Not least, a quality podcast can serve every part of your wider content strategy. From ideation through to engagement, a podcast can elevate your content one step further and maximise the efforts of even a small content team.

Are you considering the value of creating a podcast for your business or brand? In this blog we outline the ways a podcast can improve your content offering, to better serve your business and maximise your digital presence.

Podcasts offer a platform for unique storytelling

Any holistic strategy already accounts for the use of blogs, newsletters, social media and video. But podcasts appeal to audiences that may not wish to engage in text or video – as an audio medium, podcasts are popular with all sorts of individuals, and this popularity only continues to rise. 

Creating a content strategy without the consideration of audio is a missed opportunity. Podcasts can take so many formats – from two-hander conversations, dynamic multi-person discussions, re-enactment and in-depth reporting, thought leadership, and more. Take a look at The Cut and the New York Times podcasts – both publications have created specific spin-off blogs that boost their reporting in an audio format, making the most of the in-depth work their journalists already do, reaching new audiences and facilitating easy sharing and listening. So, ask yourself: What messaging and goals could you use podcasts for, rather than another medium? 

Podcasts are perfect for dynamic thought leadership

If your brand is keen to create thought leadership within your industry, podcasts are an incredibly effective way to go about this. They enable a vibrant conversation to take place, and you can invite those from your industry but external to your organisation, demonstrating your network, expertise and engagement within your field. 

Take a look at the work we did with NatWest for a specific example of how to make thought leadership work for your brand.

Podcasts enable conversations that boost engagement

Conversations with your audience are an essential way to boost brand awareness and appreciation. Podcasts can help facilitate this, beyond the recording studio – they offer something for your followers to listen to, think about and respond to, in a format that may be more appealing and varied than a simple blog. After all, reading long paragraphs of text doesn’t appeal to everyone – in this time-poor age we live in, audio might serve your audience better.

Introducing guests also introduces the opportunity to widen your audience, bringing in the supporters of your guests to pay attention to your brand and business. Syndication efforts are also eased, as podcasts can be embedded in a variety of places where conversations that concern your brand take place.

Podcasts can spark ideas for your whole content strategy

Given the variety and dynamism of a podcast conversation, episodes you create can feed your wider strategy, helping to support your content creation efforts across platforms. Take our Buffer case study as an example – the creation of a conference using podcasts helped to flesh out ideas for their next quarter of content, filling up the calendar with relevant new ideas born of strategic podcasted conversations with industry experts.

Episodes that we created together received a whole host of replies from interested listeners, which also helped Buffer determine what their audience really wanted to know more about from them as a business. It also helped them source ideas from industry experts themselves who are at the forefront of their field. Taking all these ideas and this information from their audience, Buffer was able to create new content plans and specific ideas going forward.

They also utilised snippets of the conversations from the episodes we collaborated on, reusing this to help boost their social media content, and also creating spin-off blogs. In this way, a podcast can help fuel a larger content plan and be reused and repurposed for other platforms.

If you’re ready to look into how a podcast can serve your business or brand, take a look at more of the best advice from our site for getting started. With one well-placed and thoughtfully created podcast, your entire content strategy can benefit.

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

7 questions to guide your podcast strategy

You know you want to make a podcast. But what comes next? Here’s the low down on developing a strategy that sets your podcast up for success.

Creating a corporate podcast is often more than just a matter of having a great idea. Making a podcast worthwhile for your business requires a strategy. A strategy can make the difference between a podcast that’s simply fun and satisfying to create, and a podcast that really works for your larger business or brand goals.

During lockdown, we worked closely with Historic England to deliver a detailed podcast strategy that supported their aims as a business, as well as their wider content strategy. In particular, we utilise a Discovery Workshop process that is the key to defining everything a podcast strategy needs. This involved conducting a series of workshops conducted online, using various visualisation tools to help our teams collaborate and brainstorm around several important questions. 

In this blog, we’re going to break down parts of this process, sharing with you the important overarching questions that you need to answer to develop a podcast strategy that works towards your goals as a brand. 

Our virtual whiteboard used in our Discovery Workshop with Historic England.

1. What are your business/brand values and goals?

All content that you spend time creating as a brand should reflect your values and should be created in alignment with your goals. So, a good place to start is here: what does your brand or business value? Knowing what you stand for can help get the ball rolling. 

In the case of Historic England, they had used podcasts before to support exhibitions and events. Their aim was to inspire people and create advocates for the built environment. These key values helped dictate the way in which we defined a strategy for their future podcasts. Creating content that speaks to an ethos really helps to shape and define the scope of your podcast and will lead towards certain themes and ideas that are important for you to explore. 

Next up: What are your goals for your content? Content that aims to acquire new members, for instance, is likely to be different to content that furthers brand awareness. While your podcast may be intended to achieve many things, it’s important to define exactly what this might be before you get stuck in creating episodes.

2. What content have you created already?

Reviewing or auditing your content to date is a good way to help define what’s missing, and what your podcast might build upon. What worked? What didn’t? Spend time reviewing what content you’ve tried to create, the effect it had, any measurable qualities of success, before defining your podcast.

3.  What are your competitors up to?

Have your key competitors already got a podcast? If so, it’s worth taking a look to see what they are up to. Set your podcast apart from the outset by researching your competitors and the way they present themselves. Take note of what stories they’re telling and use this to help find your niche. If they don’t have a podcast yet, all the better! It’s your opportunity to create something that’s missing in the market.

4. Who is your audience?

Defining your audience is a great way to hone your podcast content. Thinking about who they are, what they are like, what they need, and what information you can uniquely provide them. All of this will help get you one step closer to creating a successful podcast.

5. What themes do you have in mind already?

There might already be some obvious themes that relate to your industry, the experts or guests you have access to, content you already create or content that is missing. Define your themes in a broader sense. Brainstorming here may reveal new areas that your podcast can explore - after all, it’s not a text-based medium, which means that you can define ideas that suit an audio format specifically, and this might bring to mind new areas to explore in your content. 

6. What format will your podcast take?

There are many possible formats a podcast can take. From monologues, to interview, to narrative-style podcasts (like the infamous Serial podcast), round tables, multi-host (like our work with NatWest), and more. Defining what format might suit the stories you want to tell will help define how to execute your content, when it comes to turning ideas into reality. 

7. How do you want to be different?

Here’s your chance to really brainstorm and get creative! Having reviewed what you’ve already created in terms of content, as well as what your competitors are doing, the themes and formats you prefer, what your audience needs, and keeping in mind your values as a brand, it’s now finally time to start fleshing out your niche. What would you most like to try? What story do you uniquely have to tell? Setting your podcast apart is key to creating something extra special with each and every episode. 

With these key questions answered, you can begin to define a successful podcast strategy. At Message Heard, we work with this as a starting point with each and every one of our clients. As we dig into the Discovery Workshop process, we can help you unveil the insights that can help your podcast stand out. By defining a detailed strategy, production also becomes a far smoother and more time and money efficient process. Take your ideas and turn them into a reality that serves your brand.  

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.