How to Create a Killer Content Strategy for Your Podcast

For most small business owners and entrepreneurs, creating a content strategy can be challenging. Developing a plan, creating the content, editing, finding relevant keywords and images that will resonate with your audience - not to mention promoting each piece of content you create - it can seem like a full-time job!

This is true despite which content format you choose, whether it’s creating videos, podcast episodes, or blog posts.

Like many other things in business, having a strategy in place when you’re starting your podcast can help you not only achieve your goals but also keep you accountable and on track.

With 2017 quickly coming to an end, we wanted to take a moment to help you create a podcast content strategy for your show so you can be on the path to success in 2018.


Creating a killer content strategy for your podcast is a lot like creating one for your blog. There are a few things you want to think about before you hit the record and publish buttons, such as:

  1. What is the overarching purpose of my show?

  2. Who is my target audience?

  3. What kind of content will resonate with my target audience?

  4. How often will I release a new episode?


Let’s dive into each of these questions to see how the answers can help you develop a killer content strategy for your podcast.


Identifying Your Show’s Overarching Purpose


What problems do you want your show to solve for your audience? What results do you hope to achieve?

What is your “why?”

Answering these questions can help you identify your listener persona. Just like when you created a marketing strategy, identifying your listener persona can help you brainstorm on the type of topics you should cover, the experts you should interview, and even the programs, products, and services you should offer or recommend to your listeners - should you decide to monetize your show later.


Identifying Your Target Audience


Identifying your overarching purpose is the first step in identifying your target audience.

For small businesses and entrepreneurs, starting a podcast is one small part of a much bigger marketing strategy.

Your show - much like your blog - has a job.

Its job is to increase your brand awareness, generate leads, promote your products and services, connect you with your ideal clients and customers, and even help you build a community around your brand.

That said, identifying who your target audience is can help you narrow down and hone in on the topics you should create.


Identify Topics That Resonate


Now that you have identified the overarching mission of your show and who your target audience is, it’s time to develop your topic ideas.

Generating consistent content ideas that will resonate with your audience can often be the hardest part of any content strategy.

Target Audience - Podcast Content Strategy Blog Post - FINAL.png

We recently mentioned on Instagram that we are currently in the process of starting a podcast. As I create my own content strategy for this upcoming show, I use - what I call - a brain dump approach. Here’s how it works.

Instead of stressing over each individual episode topic that I may want to release on any specific day or week - I simply made a list of all of the general ideas that I think my audience would want to learn more about.

LWS podcast content brain dump ideas screenshot.png

As you can see in the screenshot above, my initial brain dump list of ideas is very general. It’s enough to get the juices flowing (so to speak) while giving me enough room to dive even deeper into these topics.

For instance, let’s use “Marketing and Promoting” as an example.

With this general topic idea, I could easily create more in-depth topics for a solo-cast or interview an expert on things like:

  • How to Choose Relevant Hashtags to Promote Your Show on Twitter

  • Choosing the Right Hashtags to Share Your Show on Instagram

  • Leveraging Snapchat to Increase Your Podcast Reach

  • How to Use Facebook Ads to Grow Your Podcast Audience

  • Should I Write a Press Release to Announce My New Podcast?

  • How to Use YouTube to Drive More Traffic to Your Podcast


With that one general topic idea, I was able to come up with 6 more specific topics that would likely work well for 6 different episodes!

And guess what?! It only took me about three minutes to come up with those six new ideas - once I created the general one.

Brain dumping is by far my favorite way to come up with content ideas. Not only does it help me get all of my ideas out of my head and onto paper or into a tool - it also lets me go back to that list of ideas, use the ones I’m sure will resonate the most with my audience, and purge the ones that may not be the best fit.

Once you have a general idea of the topics you want to discuss - take your brain dump strategy one step further!

Do a brain dump of more specific topic ideas. Get all of your ideas out of your head. You can use tools like Asana, Trello, Google Sheets, or simply use a notebook and pen.

Personally, I’m using a combination of Asana Boards and Google Sheets.


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Episode Release Schedule


I’ve said it before, and I’ll say it again (and again, and again!), being consistent is the key to successful podcasting.

Before you hit record for your very first episode, figure out how often you want to release a new episode.

There’s no right or wrong answer as to how often you should release a new episode. How often you produce an episode is entirely up to you - just like how often you publish a new blog post.

podcast release schedule - marathon not race - content strategy blog post FINAL.png

Of course, it’s true that the more frequently you release a new episode, the more traffic you’re likely to receive to your website, blog, or hosting platform, but before you jump in the deep end and decide to release an episode a day like John Lee Dumas, consider this...

  • Your release schedule will impact how fast you churn through all of those great content ideas you came up with.

  • How much time do you want to dedicate each week to planning, researching, recording, editing, and promoting your episodes? Let’s face it, there’s a lot of “behind the scenes” tasks that need to be done to release a single episode!


Finding a healthy balance between your goals, your time, and your life is critical to prevent premature podfading.

Remember, when it comes to podcasting and planning your content, think of it as a marathon - not a race!


Your Turn!


What’s your strategy for creating killer content that resonates with your listeners?

What tools or techniques do you use to come up with content ideas?

We’d love to hear your strategies! Share them in the comments below!