Playbook 1 : launch and optimize your podcast.pdf

Establish the strategy behind your podcast and launch into recording it using a step-by-step playbook.

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LAUNCH AND OPTIM = = |
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PLAYBOOK 1

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LAUNCH & OPTIMIZE YOUR PODCAST

PLAYBOOK 1:

FOUNDATION OF YOUR
SHOW

PLAYBOOK 2:

HOST A GREAT

20
INTERVIEW

EXTRAORDINARY
PODCAST

HOW TO SPEAK 20
DURING A PODSCAST

13 TIPS TO DO =
IMPACTFULL CONTENT

PODSCAST EPISODE’S „
STRUCTURE

PLAN YOUR

20
PODCAST EPISODES

4. 1. THE FOUNDATION
OF YOUR SHOW

5. SY PODCAST NAME

THE FOUNDATION OF YOUR SHOW 1/4

Your name is a highly personal decision, but it
should also be accessible. It should be short, but not
vague. It should convey the tone of your show, but
still be search-able. If you have an existing brand
name, you might want to include it.

la ARK

6. Y 4 MISTAKES OFTEN MADE

THE FOUNDATION OF YOUR SHOW 1/4

Failing to check domain and social media handles
availability.
Including the word “podcast” in the name.
Expletives and offensive words
Overly long or keyword-stuffed titles.

la ARK

7. E PODCAST TOPIC

THE FOUNDATION OF YOUR SHOW 1/4

You probably have a topic in mind already, but if
you don’t, make sure to choose something you like
and find interesting. After all, you'll spend a lot of
time talking about it.

8. E PODCAST TOPIC

THE FOUNDATION OF YOUR SHOW 1/4
Before settling on a topic, make sure you can

answer these key questions:

Who is the audience for this topic? Can | talk to
them?

9. E PODCAST TOPIC

THE FOUNDATION OF YOUR SHOW 1/4

How can | personally add value to this topic?
What is my differentiator? How will | stand out from
other shows?

Can this topic be monetized in the future?

10. E PODCAST TOPIC

THE FOUNDATION OF YOUR SHOW 1/4

We offer more advice and make some suggestions
in our guide on choosing a podcast topic.

11. M PODCAST FORMAT

THE FOUNDATION OF YOUR SHOW 1/4
Your format is your show's structure. It describes
how you'll plan and create your content.
Audiences prefer consistent formats across all of

your episodes.

la ARK

12. M PODCAST FORMAT

THE FOUNDATION OF YOUR SHOW 1/4

There are eight basic formats: Non-fictional storytelling
Interview Podcast theater
Solo/monologue Repurposed content
Conversational/co-hosted TV show / games
Panel discussion Diners ?

Something totally unique!

13. M PODCAST FORMAT

THE FOUNDATION OF YOUR SHOW 1/4

When it comes to choosing a format, keep in mind that people are
more likely to engage in something they find familiar. If your format
is too crazy, you may struggle to find an audience.

14. M PODCAST FORMAT

THE FOUNDATION OF YOUR SHOW 1/4

The most common format - by far - is the interview podcast. These
are popular because they're informal and easy to record. (And your
guest provides half of the content!)

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16. 2. EXTRAORDINARY
PODCAST

17. SY EXTRAORDINARY PODCAST

At its core, creating engaging content is all about
storytelling.

To tell a great story you have to understand the
concept of the story arc. &

la ARK

18. SY EXTRAORDINARY PODCAST

All great stories have three components:
The Setup - Background on the issue you're
discussing.
The Problem - The issue that's being faced by the
people in your story.
The Resolution - How the conflict is resolved, and
what happens in the end.

la ARK

19. SY EXTRAORDINARY PODCAST

If your questions are unorganized, you'll fail to tell a

proper story, and your audience won't engage.

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21. 3. 13 Tips to Create |
Engaging Podcast Content) #2

22. 1. TALK ABOUT THINGS YOU’RE INTERESTED IN

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

This may sound obvious but choosing a topic you
like talking about is the cornerstone of podcasting. It
not only helps you produce engaging content but it

also is a key factor in consistently creating new

episodes for your audience to enjoy

la ARK

23. 1. TALK ABOUT THINGS YOU’RE INTERESTED IN

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

If you’re struggling to engage an audience, take a
step back and review your podcast’s theme. It’s
better to start a new podcast based on a topic you

like than commit to something that bores you.

24. 1. TALK ABOUT THINGS YOU’RE INTERESTED IN

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

What you
Love

Mission

What

IKIGAI the world

NEEDS

Profession Vocation

PAID FOR

25. 2. FOCUS ON YOUR TARGET AUDIENCE

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

You can’t make a podcast that pleases everyone. It’s best to
narrow your focus to a specific listener avatar who will get the
most value from your content.

26. 2. FOCUS ON YOUR TARGET AUDIENCE

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

For inspiration,
* research topic options in a variety of places like relevant forums or

online groups that are related to your target audience.

+ Or read the comments on your podcast's social posts or add more
color to popular topics from past episodes.

« Better yet, ask your fans directly-use your email list and social
pages asking for listener input about what they want to hear.

27. 2. FOCUS ON YOUR TARGET AUDIENCE

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Once you have some ideas on paper, go through each one and ask
yourself if the content focuses on your listeners’ needs.

Will it add value to their life?

Will it make them a better person in some way?

Will they sit and listen to the entire episode? Is this the content they’re
craving?

28. 2. FOCUS ON YOUR TARGET AUDIENCE

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Last question :
do you really know your audience and their expectations...?

29. 13 TIPS TO CREATE ENGAGING PODCAST CONTENT

WHO are we empathizing with? What do they need to DO?

What do they THINK and FEEL?

What do they HEAR?

What do they DO?

30. 3. TELL LOTS OF STORIES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Stories are powerful ways to connect with your audience. They
create neurological responses in our brains that help us focus and

empathize with the storyteller. Researchers at Stanford learned
that people are also able to remember stories better than other
kinds of information.

31. 3. TELL LOTS OF STORIES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Start with a standard three act story arc, beginning with a setup,
building to a confrontation, and ultimately ending with a
resolution. To fill each segment, try answering these questions:
What struggles were faced?

What challenges were overcome?

What lessons were learned?

32. 4. HELP YOUR AUDIENCE TAKE THE NEXT STEP

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

You have give to your listeners a reason to follow your show and
this means creating podcast content that’s actionable.

Actionable content explains how your listeners can do something,
not just what they should do or why. It gives them practical
directions that can be applied in real life to satisfy a need.

33. 4. HELP YOUR AUDIENCE TAKE THE NEXT STEP

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

For instance, if your music podcast discusses how difficult it is for
young artists to get noticed, create more actionable podcast
content by providing instructions on how to get noticed.

The how can come from describing your personal experiences or
inviting on a guest to share their industry expertise.

34. 5. LISTEN & REPORT YOUR LISTENERS Q&A

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Podcasting may be a one-way medium, but that doesn’t mean
you can't get a little audience participation. Ask open ended

questions and explain how your audience’s answers will be
featured in future episodes.

Direct them to a central place to collect their responses like in the
comment section of your podcast's website or across your/social
media:channels.

35. 5. LISTEN & REPORT YOUR LISTENERS Q&A

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

The benefits of this approach are two fold-you receive
entertaining podcast content and your audience gets the
excitement of having their answers read live on your show.

36. 5. LISTEN & REPORT YOUR LISTENERS Q&A

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Yes | talked about Podcast Website...

a place where they can see all your last episodes.

37. 6. STAY ON TOPIC AND DON’T WANDER TOO MUCH

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

As you get better at podcasting you'll start to have fun, becoming
more and more comfortable behind the mic. But make sure you
don’t to become so relaxed that the conversation consistently
strays off topic.

38. 6. STAY ON TOPIC AND DON’T WANDER TOO MUCH

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

To keep yourself on track, follow your script or notes, at least

loosely. If you catch yourself going down the wrong path, reign

the conversation back to your plan. That isn’t to say all tangents
are bad but make sure you’re not eroding the value of the episode
by regularly including irrelevant anecdotes. Luckily, you can
always edit out the segments that strayed a little too far in post-
production

39. 6. STAY ON TOPIC AND DON’T WANDER TOO MUCH

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

40. 6. STAY ON TOPIC AND DON’T WANDER TOO MUCH

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Tl

41. 7. INVITE UNIQUE EXPERTS ONTO YOUR SHOW

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Every niche has a bunch of experts who like to hit the “podcast
circuit.” They’re on a different show every week. These experts
make great guests because they know how to perform ona
podcast, but your listeners have heard them before. Instead, go

after guests who have great stories to tell, but are less well known.

42. 7. INVITE UNIQUE EXPERTS ONTO YOUR SHOW

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Learn as much as you can about them before you record so you
can prepare intelligent questions, rather than trying to come up
with interesting things to say on the spot. Your questions should
challenge your guest to come up with unique answers so your
interview doesn’t sound like every other one they’ve given.

43. 7. INVITE UNIQUE EXPERTS ONTO YOUR SHOW

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

44. 8. LISTEN CAREFULLY TO YOUR GUESTS

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Even though you'll have interesting talking points prepared, avoid
being the interviewer who reads a question, waits for the guest to
answer, and then immediately moves onto the next without
building off the response. Create more engaging podcast
interviews by listening carefully to the guest’s comments then ask
follow-up questions or chime in with your interesting tidbits.

45. 8. LISTEN CAREFULLY TO YOUR GUESTS

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Alongside your list of set questions, don't be afraid to stray from
the script to flesh out a guest’s interesting response. This is when
you'll access the off-the-cuff conversations that make your

podcast content sticky, leaving you with a unique interview not
found anywhere else.

46. 9. CHOOSE GUESTS WITH THE RIGHT QUALITIES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

When focusing on guests that don’t pop around the “podcast
circuit”, make sure they still have these key qualities to ensure
they'll provide engaging content.

47. 9. CHOOSE GUESTS WITH THE RIGHT QUALITIES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

+ Relevant - The guest should relate closely to your topic and
the listener’s need. Don’t invite someone on the show just to
have another voice.

48. 9. CHOOSE GUESTS WITH THE RIGHT QUALITIES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

+ Knowledgeable - Your guest needs to have something useful
to say that’s applicable today. For instance, an investment
podcast might bring on a mortgage broker to talk about the
housing market. But if that mortgage broker retired 25 years
ago, he probably doesn’t have the right kind of knowledge.

49. 9. CHOOSE GUESTS WITH THE RIGHT QUALITIES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

+ Entertaining - Your guests don't need to sing and tell jokes,
but they should be able to speak in a way that doesn’t grate or
bore your listeners.

50. 10. MAKE YOUR AUDIO & CAMERA PERFECT

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

It should go without saying, but people do not engage with poor
quality audio or video. It's distracting, unsettling, and gives
newcomers an easy reason to stop watching and listening.

51. 10. MAKE YOUR AUDIO & CAMERA PERFECT

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Perfect your recordings with the proper equipment and try our
techniques to capture clearer audio right from the first time you sit
behind the mic.

We'll have time to discuss this further where you can find the

content on the online academy.

52. 11. TELL YOUR FANS WHERE TO LEARN MORE

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

You can’t cover everything in a 30 or 45 minute segment, but
your listeners may still have questions about the topic or issue you
covered.

The most engaging podcast content helps readers explore further
and gives them ways to learn more.

53. 11. TELL YOUR FANS WHERE TO LEARN MORE

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

For each episode, think about relevant resources you can direct
listeners to later. Examples include relevant articles, YouTube videos,

or books that dive deeper into the topic.

Wherever possible, offer specific resources and make it easy for your
listeners to find what you're talking about.
We can give you advice on how to manage your Podcast Show note

54. 12. BE YOURSELF

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

This may sound like a cliché piece of advice, but it’s important!
You might be tempted to exaggerate one facet of your personality,

or embellish a behavior you think people like. But if you want to

create truly engaging podcast content, it’s best to be yourself.

If you try to be anyone else, you'll inevitably come off as inauthentic
and listeners can always tell when you aren't being truthful.

la ARK

55. 12. BE YOURSELF

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

56. 13. POST TRANSCRIPTIONS OF YOUR EPISODES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

This is a bonus tip to help you squeeze more value out of all the work
you've put into creating an engaging episode. Not only does it allow

those who are hearing impaired enjoy the show, including episode
transcriptions on your website provides SEO value.

57. 13. POST TRANSCRIPTIONS OF YOUR EPISODES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

New listeners can now discover your engaging podcast content as
they search for information about the topics you’re covering. By
providing search engines additional content to “crawl”, your podcas
is more likely to show up in search results and in turn scale your

audience

58. 13. POST TRANSCRIPTIONS OF YOUR EPISODES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

59. 13. POST TRANSCRIPTIONS OF YOUR EPISODES

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

This is a bonus tip to help you squeeze more value out of all the work
you've put into creating an engaging episode. Not only does it allow

those who are hearing impaired enjoy the show, including episode
transcriptions on your website provides SEO value.

60. 14. BUILD ATTRACTION AROUND YOUR PODCAST

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

For each podcast episode you publish, don’t forget to promote it
using vertical formats (such as on YouTube, Instagram, TikTok),
either with content extracted from that podcast episode or with
content you can shoot face-to-camera talking about what you'll

discuss in the podcast... In fact, | recommend recording this right
after your podcast episode.

61. 14. BUILD ATTRACTION AROUND YOUR PODCAST

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

62. 14. BUILD ATTRACTION AROUND YOUR PODCAST

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Additionally, at the start of your podcast, we advise creating a one-
minute teaser about the topic of your podcast featuring all the best

moments without always giving away the ending, to keep your
audience engaged.

63. 14. BUILD ATTRACTION AROUND YOUR PODCAST

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

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64. 14. BUILD ATTRACTION AROUND YOUR PODCAST

13 TIPS TO CREATE ENGAGING PODCAST CONTENT

Once the podcast is over, don't hesitate to repurpose the best parts
into vertical format based on the analytics you gather. On YouTube,
after publishing your podcast, you will have the opportunity to see

where it was most successful... Feel free to take these segments and
turn them into highly viral Reels.

Impactful and viral Reels will be the topic of our next Master£lass.

65. Thank you for listening !

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„kreators hub
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