Step 2: Identify your goals

Now that you know the commitment needed to start a podcast, it's time to set goals. Ask yourself: why am I starting a podcast? What do I hope to achieve? Your goals will help determine the format, topics, and guests. Make sure they are reasonable, achievable, and measurable. For example, aiming for a certain number of listens is a vanity metric, whereas aiming for a certain number of leads to your website is a more accurate measure of success and audience engagement. Here are a couple of examples of common podcasting goals.

  1. I want to help customers through the buying process. You may want to cover the benefits of your product or service and common objections.
  2. I want to share your unique point of view and raise awareness of our brand. You may want to cover industry news and interview other leaders in your industry.
  3. I want to streamline the onboarding process of new employees. You may way to cover the mission and values of your company and interview department heads.
  4. I want to establish myself as an industry expert. Perhaps interview other leading experts in the field to confront pressing matters within the industry.

By identifying the goal of your podcast, you’ll have a clear point of focus and a vision that you can use to guide each episode and ensure that all content is in line with the vision. Having a goal also allows you to set quantifiable targets that you can use to measure your progress, helping you to stay on track and stay motivated.