How to launch your own podcast
Earlier this year, Susannah Birkwood from WWF International launched her own podcast, Storytelling for Impact, a podcast for people who tell stories that change the world.
We asked Susannah to share some key lessons that she’s learnt along the way.
I first decided I wanted to launch my own podcast in the summer of 2018. It took me a full two and a half years to take action. I lost count of the times that I’d tell myself I didn’t have time to dedicate to it on top of a busy full-time job or that I was foolish to think that people would want to listen to what I had to say. Sometimes I couldn’t decide what I wanted to do it on. On other occasions it just felt too much like hard work. I finally managed to overcome these thoughts and launched Storytelling for Impact early this year. It’s an amazing feeling to have made it happen at long last! Here’s what I’ve learnt since then.
1. Doing a multi-day course is a great way to get started
Taking action on a goal like starting a podcast can feel really difficult – that’s why it took me so long! Doing a multi-day course promising to teach me “how to start a podcast” changed all that. The course I signed up to took place in January on Zoom. Every morning we’d learn about podcasting, but the best part was the afternoons, when we’d put our ideas into action, knowing that there was a group of people waiting to hold us accountable the next day. By the time the week was over, I had a podcast title, a fully-developed concept, my recording and editing software downloaded, my equipment bought, my own theme tune, my trailer published, and a list of guests I wanted to approach for interview. There was no going back. A month later, I launched my first two episodes.
2. All you really need is a mic
Some people invest thousands in getting the highest spec equipment imaginable for their podcast. But if you’re launching your own show, there’s really no need for costly bells and whistles. I paid about £30 for this microphone, spend $9.99 a month on my hosting platform and a few pounds a month to have a simple WordPress website with my own .net domain name. You don’t strictly speaking need to pay for your hosting platform either – you could use a free one like Soundcloud. All you really need is a mic – you can assess whether it’s worth investing in more kit once you’re up and running.
3. It’s not a numbers game
As someone who works in media relations, I tend to be a bit of a snob about the reach that a piece of content gets. I’m used to producing or pitching work that captures several thousand pairs of eyeballs at least – millions when working with broadcast media or global outlets. Podcasts are very different. The number of listeners pales in comparison to those on other media formats, but the people who do listen are highly engaged – around 70% of podcast listeners will listen to all or most of an episode. Wonderfully, they’re also often much keener to hear about complex ideas – as The Times’s Catherine Nixey once wrote, “While the rest of the internet silts up with cats and fake news, the podcast is unashamedly intelligent”.
Currently I’m getting around 75 downloads in the first 7 days after my episodes are released, putting my show in the top 25% of podcasts, according to Buzzsprout. I’m thrilled at this – and sincerely grateful for every download received so far.
4. Most people are flattered to be asked for an interview
I’m a journalist by background and have interviewed hundreds of people. But, asides from my early teenage years when I used to tell people I was a “freelance journalist” in order to score interviews with my favourite bands, I’ve mostly only done interviews when backed by a big media brand. So having joined the INGO sector four years ago, I was a bit nervous no-one would want to talk to me if I wasn’t representing an outlet everyone had heard of. I needn’t have worried. Asides from a bit of false start – the first two people I approached to interview didn’t seem especially keen – every one of the people I’ve approached to come on the show has been really enthusiastic. It’s worth remembering that most people are flattered to be asked to talk about themselves, particularly when they’re in lockdown. The guest I’ve booked in for one of my upcoming episodes is a huge deal in the journalism world and someone whose work I’ve admired for years. He said yes within hours of being asked.
As the excellent podcaster Oprah Winfrey once said, “You get in life what you have the courage to ask for.”
Storytelling for Impact is available for download on Apple Podcasts, Spotify or wherever you enjoy your podcasts. The latest episode is an interview with Rachel Erskine from IBT member Amref Health Africa about ethical storytelling.