Written By: Cecilia Fay

Since 2020, podcasting has taken the auditory world by storm. Many businesses, brands, entrepreneurs, and others are creating and sharing their own podcasts. According to Oberlo.com, “The popularity of podcasts worldwide has been increasing over the past few years, with the number of global listeners expected to be 464.7 million in 2023.” 

The process of creating and managing a good podcast involves many steps. The first is choosing an interesting, relevant topic. My process for choosing a podcast topic consists of: 

Find your niche 

As cliche as it sounds, it is important to find a niche when it comes to all things creative. This rule of thumb also applies to podcasting. Even if you have a good general topic, narrow it down to make it more specific and relatable. For example, instead of discussing small business woes and facts, discuss what it's like to be a woman business owner in the city in which you live. The more detailed and specific, the better. By finding your niche, you'll be able to find great guests, market the show, and stand out from the crowd. 

Make sure it has layers 

Make sure your podcast topic and each guest can offer a layered, nuanced story. No show can be about a topic if there isn't anything to discuss. The point of a podcast is to communicate to your audience through niche topics and conversation. Make sure the topic you select has ideas and thoughts to unpeel and analyze so the conversations are deeper. You want your discussion to resonate with your listeners. As a host, your job is to facilitate multifaceted conversations with a diverse array of guests. Don’t make this difficult by choosing a simple topic.

Ask yourself… What is the goal?

Goal setting is important when it comes to any new project, and podcasts are no exception. Whether it is a goal-setting exercise, a focus group, or another tool you use to determine your goals, make sure your podcast topic also goes through this process. I suggest having one broad goal for your show with multiple sub-goals. End with, “I want this show to do *large goal here* and *three small goals here.*” For example, “I want this show to educate others on the importance of good PR for small businesses and share my expertise, promote my business, and grow my community.”

Podcasting has become a valuable PR medium in and of itself and is an excellent tool for showcasing your expertise. If you or your client is interested in tapping into this newest medium, the time is now. Making sure you have a good topic is just the beginning of starting a podcast. Next month, we will take a look at how to schedule good and relevant guests.