FAQ: How Long Should My Podcast Be?

Welcome to the second in our FAQ series where we lay out simple, practical guides to the most commonly asked questions from our podcast production clients.

Question: How long should my podcast be?

Answer: As long as it is good!

As simplistic as this may sound, the truth is that there isn’t a magic number to hit or a particular length that will transform your podcast into a success. However, there are some simple questions you can ask to help you figure out exactly what the optimum length should be for your podcast. In this article, we share those questions to help you get closer to hitting the right podcast duration!

What is the industry standard? 

While there’s no silver bullet, there are some helpful industry standards that can help you set some benchmarks and inform the choices you make going forward. Those industry standards are that:

1. The average length of a podcast episode is 36 minutes and 34 seconds as reported by Pacific Content in 2019

2. The majority of podcast episodes out there are between 20 - 40 minutes according to Buzzsprout

3. As of 2019, podcast episodes are only getting shorter, not longer!

While these can be good to note, there are plenty of successful podcasts of all shapes and sizes out there that flout the rules. There are ultra-short podcasts like The Best Advice Show, right up to marathon listens like Hardcore History, whose latest episode runs for over 5 and a half hours! One of the most successful podcasts out there, the Joe Rogan Experience, has an average run time of over 2 and a half hours.

So, what makes these shows work? Their runtime is both purposeful and intentional. This is the secret to a balanced episode length that gives your audience just the right amount of listening time. Now, let’s go into more detail about how you can determine a purposeful and intentional runtime for your own podcast episodes. 

Best practices when determining your runtime

Question 1: When will people be listening? How much time will they have in that context?

In other words, is your podcast perfect for a 5-minute breather in the middle of the day, for a commute, or is it better for a long drive? Consider the location and timing of the listener. Think about when and where your listener is likely to want to listen to your podcast episodes, and use this to determine a few benchmarks. 

Question 2: Is it about the journey or the take-away for the listener? 

This is about the purpose behind your podcast. What outcome do you want for the listener? If it is about giving them key information or a takeaway in a digestible way, you might consider a shorter run time. If it is more about the unfolding of a story and the journey through that story, you might need more time to unpack things. 

Question 3: How much budget do you have? 

Naturally enough, longer run times mean higher production costs. Take for example things like studio rental, edit time, and the cost of having a producer on board during the recording. For more insight into budgeting your podcast, take a look here.  

Question 4: How much time does the host have for recording and prep? 

Another important practical point: If your host has other commitments, consider how best to use their time. If they are tight on availability, it is better to spend time preparing than recording aimlessly for 3 hours. Be aware of how much prep is likely to be needed, how much time they’ll have to put in, and then how much time you have to record. This will all impact just how much can go into a final episode edit. 

Question 5: Does your host sound better with more space or tightened up? 

Some presenters sound better when they are given the space to ad-lib and go off-script - they might want to exert their creativity, and may benefit when given space to play. 

Others excel when delivering within firmer guidelines - including some scripted parts, or even if they simply know there’s a limit on available time. The former may mean you need a longer run time to really get the most out of this host. 

Question 6: How long has your podcast existed?

It’s worth noting that most successful podcasts that are longer than one hour per episode have been around for a long time, too. So, as a rule of thumb, we don’t suggest going for over one hour of runtime, unless there is a really specific, intentional reason to do so. 

Having said this, we do also suggest that you think creatively about how to make every second of your podcast really count. You may need to build up to longer episodes with more of an audience and budget behind you, or this may never really be necessary. Consider the value of every moment that goes into that final cut!

There you have it - some clear questions you can use to determine how long to make your podcast. If you’re still not sure or are looking for a second opinion on maximising the value of each episode, Message Heard can help. Get in touch with us at contact@messageheard.com or by clicking here.

The Ultimate Podcast Producer Checklist

Your guide to everything your producer is thinking about during a recording. Spoiler: pressing record is just the start…

Our clients often tell us that they have a lot of anxiety around the workflow of a podcast production. We totally get that! You’ve never done this before. 

Think of it this way, just like you get to work and check your to do list, our producers have their own little checklist. 

Remember: Their number one job priority is making you and your podcast sound good! 

To alleviate some of your concerns, we’re going to give you a sneak peek about the things they are thinking about so that you don’t have to!

The Producers Checklist

These are the questions every producer worth their salt should be thinking about the whole time during a recording. 

These are the questions every producer worth their salt should be thinking about the whole time during a recording. 

• Do you sound good? 

  • We make sure that the mic is set up and working fine. We also guide the wider set-up to make sure you are sounding your best. 

• Is your energy up?

  • The mic and producer pick up what you don’t. Authoritative, enthusiastic, conversational - whatever energy you are going for, the producer will be looking for this throughout the performance and giving you prompts when needed. 

• Are we recording! 

  • Gotta have that one. 

• Is the guest all set-up and ready to go? 

  • Where applicable, the producer will also be checking in on all of these points for your guest also. 

• Are you sticking to the script and hitting the key points you’ve planned for? 

  • It can be easy to lose sight of this when you are in the hosting seat - the producer will be across this and guide the conversation when needed. 

• Are they going off-script or ad-libbing? 

  • This can be great - but the producer needs to make sure you are staying on message!

• Are you saying the right words and the correct words? 

  • These sorts of slips are really tricky - and sometimes impossible - to fix in the edit!

• Are you speaking clearly and explaining yourself well for your listening audience?

  • This is crucial. Your producer acts as the listener’s proxy whilst you are recording. They will be listening out for comments that need expanding upon or to be made clearer, like industry jargon or unfamiliar acronyms. 

• Should you ask any additional questions for clarity or rephrase?

  • A second opinion is always helpful, isn’t it? Again, your producer is representing the listener during the recording - they will be able to catch anything missing. 

• Did you capture the recording?

  • VERY crucial.

As the host or guest, recording is your time to enjoy and have fun. The hard bit was done in the prep… and the rest… your producer is in charge of. 

If you are interested in working with a podcast producer to level up your podcast, get in touch contact@messageheard.com.

Podcast Partnerships: Building your Network with Podcast Guests

How to make the right first impression, nail your outreach and make your podcast as impactful as possible.

When creating a podcast for your brand or business, setting good metrics for success is an essential part of planning a great podcast. While it is easy to look at downloads and number of listens that you might receive, branded podcasts can have another form of ROI - the relationships you build as a result of great guests! 

If the goal of your podcast is to build B2B relationships, we would argue that this is much more important than the number of downloads you receive, as it’s an opportunity to start deep and meaningful conversations with organisations that you want to connect with in your space. This makes for much deeper engagement than a short chat at a conference or watching a presentation.

In the words of our client Ash Read, Head of Content at Buffer:

"Podcasting is a great way to build relationships and partnerships with influential individuals and brands within your niche… the relationships built from podcasting can be beneficial over the long-term. There are guests we've had on our podcast years ago that I still connect with regularly today and brands we initially partnered with for audio projects that we've now collaborated with on multiple projects."

As Ash says, there can be a number of untold benefits - and not just for your podcast, but across your business. You never know what future projects you might collaborate on, knowledge you might share or new business you might pull in, just from having the right guest on your podcast.

However, we know that securing these sorts of impactful guests remains one of the biggest concerns for our clients. In almost every project, there are anxieties around attracting high quality guests from target organisations, especially if there is no existing relationship. But - with the right approach, this shouldn’t be a concern. 

In this post we will lay out key considerations of how to attract the sort of guests you want and give you an email structure to start your outreach.

 In this article, we explore:

1. The qualities that will attract the right guests

2. A structure for starting your outreach

Qualities that attract great guests

Here are some of the qualities we’ve seen that will help attract impactful guests onto your podcast:

1. A compelling format

This is often overlooked when reaching out to guests. However, the concept or format of your podcast is key to attracting quality guests. A simple, meaty structure that compels an audience will also allow guests to really envisage their contribution. An unstructured interview can feel overwhelming or like a waste of time - the individual may feel they aren’t able to contribute deep or meaningful insights. 

For example, in our latest project with Hays, the concept is in the name of the podcast: ‘How did you get that job?’. Combining the personal and professional, we were able to attract high level guests like Shailvi Wakhlu, Director of Data at Strava and Adam Spearing, Field Chief Technology Officer at Salesforce. Future guests come from organisations like the Met Office, Google and Blizzard Entertainment. 

2. Clear alignment of goals

While inviting a guest from a target organisation shouldn’t be the only reason to invite them on, it is a powerful win/win to include guests who both align with the business partnership goals, and who have a lot to say about the topics of your podcasts. 

We suggest making a list of organisations you would be interested in speaking too but not letting that list bind you too much - if they aren’t the right voice, don’t compromise on quality. Ash from Buffer explains this balance: “Whenever we put together a new podcast series, we're always thinking about how guests can help us to tell the stories we want to tell and also help us to reach the right audiences”.

3. Having your research ready 

Why do you want to speak to this person specifically about this topic? It’s important to do your research in order to lay this reasoning out in your initial communications with them. Let them know why you chose them - and this isn’t about flattery, it's about convincing them they are the best person for the job. 

This ties in with making sure that you are inviting the guest on for the right reasons - are they the most qualified in the space? Have they led an inspiring project or published some key through leadership? You want relevant, exciting voices who will add something new to the conversation. 

4. Being clear and concise

Be direct and upfront about what you are asking from busy people. There’s no point hedging to make it seem less of a commitment - this will only come back to bite you in the back later! 

Be clear and let them know exactly how long the recording is, any prep they will need to do, and whether they will need to do a soundcheck or complete any other technical tasks. 

How to structure your guest outreach

Here is a starter for 10 to help you construct clear emails to your ideal guests. Follow these steps for a concise approach to your potential guest. After all, people are busy and don't have time to read essays. As our Head of Production Sandra Ferrari says: “Address concerns in points not prose.” Here’s how to get it done:

Step One: Write a direct and polite introduction 

This can be obvious and simple. For example: 

I hope you are doing well, I’m [NAME and JOB TITLE]. I’m writing to invite you to guest on the [BRAND NAME] podcast, [PODCAST NAME]. 

Step Two: Include your overview

Give a succinct overview of what the episode will cover and why they are the only guest for the job. For instance: 

In the episode we are looking to cover [TOPIC] and would love to hear your perspective because [DETAIL WHY] .

Step Three: Give them the background in brief

Quickly summarise why they should want to come on your podcast - this might be because of the host, listener numbers, other guests you have interviewed in the past or press you have received. Make sure to include a link to past episodes if you have them. For example:  

[PODCAST NAME] is hosted by the experienced, [NAME,] who has interviewed executives at the likes of [INFLUENTIAL COMPANIES X,Y and Z] in previous episodes. 

Step Four: Clarify the ask

Detail the time commitment required and try to preempt any anxieties they may have about the practicalities of recording. For example: 

If you would like to join us for this interview, we would need:

• An hour of your time for the interview

• 15 minutes a few days before for a quick sound check. 

• Plus any time you would need to prepare against the discussion points we would share with you beforehand. 

In terms of the recording, it will be fully remote and we will provide a microphone and full technical support to make sure you sound great. 

Step Five: Leave a good impression in your sign off

Take the opportunity to sign off optimistically and leave a good impression behind you. Leave the door open for any clarifications or questions they may require. For example: 

We really hope you can join us for this interview, your perspective would be a really valuable one to add to the discussion in the space. Let me know if you would like to have a short call or have any questions about the process. 

Here’s an extra tip: Don’t be afraid to chase up (politely!). People are busy and things do get missed in inboxes, so it’s okay to follow up in a friendly manner - just be sure to give the person a little bit of time to reply of their own accord. 

And hey, we know that booking high quality guests is hard and time-consuming work, so if you don't want to do this, Message Heard producers take care of the chase for you! Get in touch with us at contact@messageheard.com.

The Best Podcast Newsletters

Since I started in this industry nearly three years ago, podcast newsletters have been an incredible resource to help me understand the fast-moving podcast landscape.

There are a lot of options out there when it comes to deciding what to subscribe to, so we’ve created a resource to help discover and compare podcast newsletters. Whether you want to learn more about the industry, find a job or develop your craft, we’ve got a newsletter for you!

You can find a spreadsheet here which provides an at a glance look at what newsletters you should subscribe to if you are looking for: 

• Industry News and Analysis

• Job Listings

• Podcast Recommendations

• Creativity and Craft Advice 

• Career Advice

We also go into more detail below about what you can expect from each newsletter to help you decide if it is for you. 

Some housekeeping notes:

• For the sake of brevity we have opted not to include newsletters from production companies

• We have definitely missed some, please tweet us your recommendations - find us @messageheard

• And, we will update the list with new submissions and newsletters in due course! 

Podcast Industry News 

Podcasting is a nascent market, which means things move fast. Luckily, there are some really great newsletters which provide everything from daily digests to in depth analysis. 

• The Audio Insurgent - Eric Nuzum’s newsletter sits somewhere between industry analysis and advice on audio craft. Sign up for insightful thought leadership. 

• Hot Pod - In this weekly newsletter, Nick Quah and a rotating cast of contributors unpack industry news and deeper trends.

• I Hear Things - Weekly newsletter from Tom Webster covering industry trends, tech updates and audience insights. 

• Inside Podcasting - This is a handy digest of updates delivered to your inbox three times a week. A great way to stay on top of industry headlines. 

• Matt on Audio - A UK focused thought leadership newsletter by Matt Deagan, one of the founders of the British Podcast Awards. Expect a mixture of Radio and Podcast analysis. 

• Podnews - This daily newsletter edited by James Crindland is a must subscribe for anyone in the industry. It provides a daily digest that can be skimmed on busy days. 

• Sounds Profitable - This weekly newsletter is a one stop shop for updates about adtech from Bryan Barletta.

Podcast Industry Insights 

These newsletters speak to the people working or hoping to work in the industry. If you are looking to improve your craft or feel a sense of kinship with fellow podcasters, these all offer something a bit different. 

• Formats Unpacked - This isn’t technically a podcast newsletter but is a great read for anyone interested in formats and concepts. Each addition a guest contributor unpacks popular formats from across the media like and breaks down why it is successful. You can read archived additions on Drag Race, 99% Invisible, Gogglebox, Reply All and more. 

• NPR Training - This is an amazing resource for reporters, producers and audio journalists full of practical tips and clear technical guides. 

• Sound Money - In her fortnightly newsletter, Em Kwenortey anonymously interviews people in audio about their careers, money and the state of play in the industry. Subscribe for candid advice served with a side of shade.

Podcast Recommendations

• 1.5 Speed, Vulture - Nick Quah is back again. This time with his weekly recommendation newsletter for Vulture. 

• The Bello Collective - Bello do amazing things for the podcasting community, and really could have gone in any of these categories but I especially love their thoughtful, curated recommendations from wide ranging contributors. 

• Great British Podcasts - Run by the team behind the British Podcast Awards, get the best of british podcasting in your inbox each week. 

• Earbuds Collective - Each addition, a guest curates five episodes on a different theme. Recent additions have included collections on human connection, ageing, and podcasts that intersect true crime and music. 

• Hear Here - A weekly missive from The Guardian, stay on top of the latest new releases.

• Podbible - This UK based magazine also have a newsletter jammed packed with recommendations. 

• Podcast Delivery - Each newsletter they only highlight one podcast, so you know it’s a good un’.

• Podcast Gumbo - Paul Kondo writes a short but sweet newsletter each week with three recommendations. I really like the focus on episodes rather than series as it can help you discover some surprising shows!

• Podcast The Newsletter - Lauren Passel really knows her podcasts. Each week she interviews someone in the industry and shares a comprehensive list of recommendations. And all I will say about her choices: expect the unexpected. 

• Podcast Review - This weekly round-up from the LA Review of Books is always full of surprising gems. 

There you have it, our guide of podcast newsletters you should be subscribing to in 2021. If we have missed anything, please let us know - you can reach us on Twitter or email contact@messageheard.com. 

What podcast hosts can learn from chairing panel events

Having multiple podcast guests at once can feel like herding cats – everyone wants a chance to say their bit, everyone has an opinion and people can potentially start speaking over each other! But there are a lot of great benefits to this podcast style, if you can pull it off.

Panel-style podcasts are usually:

• Lively and dynamic in style – like listening to a conversation with friends!

• Good at bringing different perspectives together.

• A great way to share expertise and insight.

So, how do you make sure that everyone can be heard and understood, and that everyone contributes their best? In short: you need a great host to act as chairperson, guiding the debate. 

In this article, we break down our advice for using panel chairing experience for hosting a great podcast, including some top tips from serial panel chair and Executive Chair of Message Heard, Louise Beaumont (so many chairs!). 

Serial panel chair and Executive Chair of Message Heard, Louise Beaumont.

Choosing your guests

As is the case for any great podcast or panel, guest selection is really vital to making sure it all comes together. The best guests are those who have a depth of knowledge, are comfortable speaking on the topic and who bounce well off others. 

Being opinionated or passionate is usually a pro, and it can be helpful to select guests based on their ability to add different points of view to the same topic.

Trust-building and coaching

It’s often helpful to spend time with your panellists ahead of the day, and this also applies to a panel podcast. This will enable you to both build trust in the relationship with that individual guest and test out any avenues that might be ripe for further discussion. In the production process, we call this step the pre-interview which you can learn more about here. 

According to Louise, it’s also a chance to suss out how well your individual guest responds to some of your intended topics, so that you can ‘Coach them on how to make the answer more vibrant.’  This doesn’t mean showing them all your questions, but rather introducing in broad strokes the things you’re likely to cover.

It’s also a way to help improve their answering skills by encouraging them to ‘Add a killer fact or stat, tell the memorable anecdote. Keep it short and colourful, rather than lengthy and pedantic.’ All important for getting the most value out of your conversation.

A lot of this links to our more general tips about becoming a better podcast host, which you can read more about here.

Formulating the arc of the discussion

Another opportunity that comes from panel prep is developing the discussion arc. This translates neatly into the arc of the episode in any panel-style podcast. Louise says:

During the prep call, people can see that I’m building the story arc, and giving everyone a role in building it. They can see when and where I’ll bring out oppositional or supporting views.  And they can see I’ll be fair with airtime. Once you have a good story arc you can place each point of view in an order that will make sense to the audience – again, this makes it memorable – which is better for the panellists.

Planning your discussion arc is always a great way to ensure that you get everything you need out of the group and come away with a conversation that is dynamic but also has a flow from start to finish.

Encouraging surprising answers

The best moments in panel discussions often come out of surprising takes on the topic – ones that reveal a more passionate, opinionated or just unique sense of the subject. Prompting these surprises can be tricky, but Louise says it has a lot to do with the courage to ask more daring questions:

I’m on the audience’s side – I know I have to make the conversation sharp, vibrant and relevant for them, and also really to the point so they say ‘God, I wish I had thought of that question’ or ‘I wish I was brave enough to ask that question’ and then I have to get them really sharp, interesting answers – so the tough question pays off with an interesting answer.

It's worth also remembering that the courage to ask has to be accompanied by the right questions, asked at the right moment, and prefaced with the trust of the panellists themselves. Louise adds:

Getting surprising answers is a combination of knowing which questions to ask, and how to ask them (tone, style), but also having the trust of the panelist such that they feel they can tell that anecdote or furnish that fact

This is where the preparation really pays off, building on the trust you’ve already established ahead of time alongside the arc you’ve fleshed out, and keeping your audience in focus throughout the discussion.

Managing multiple speakers

One of the potential pitfalls of a panel discussion is losing the insights each panellist might deliver if they start to speak over each other or interrupt too often – or if one person takes up so much time, nobody else has a chance to weigh in!

It’s important to remember that, unlike a panel, you have editing on your side in a podcast. The main thing is to ensure there is minimal talking over each other by participants in the conversation. In a panel, using a device to help signal to the guests that it is time to come to a natural close could be helpful, as Louise suggests: 

‘My control mechanism is called ‘Waggy Pen’. In the prep call I hold up my bright pink pen and explain to people that when they see Waggy Pen, it’s my way of telling them to end at the next full stop. I do it so that I don’t have to talk over anyone – which is just aurally annoying for the listener, and also so the audience doesn’t realise how the conversation is being managed. Good for them, good for their fellow panellists, good for the audience.’

In a podcast, however, you can have the producer help you out here - they are able to help jump in and restart questions, as well as ensuring the flow of the entire conversation is intact. Editing afterwards can also sharpen the outcome. If you do feel the the need to interrupt, be sure to demonstrate that you are looking for clarification, or are genuinely just interested in digging into something related to that point – for instance, you might say, ‘Sorry to interrupt you, but that has reminded me…’ or ‘Building on what you were saying…’

Use the combination of good preparation, a switched-on producer and gentle conversational techniques to help maintain the overall flow of the discussion, and make the most of your chance to edit the recording after the fact. 

Remote moderation techniques

Adding in the remote recording factor that we are all dealing with these days, can be another layer of hosting complexity. Louise’s advice is to get, ‘Everyone in the [virtual] green room at the same time, so we can re-establish rapport, run through the story arc, remind everyone of the rules (short, sharp, vibrant).’ This may mean a quick reminder of everything ahead of the recording time and being ready with the technology – keeping the setup and recording process as simple as possible will help ensure everyone feels calm and ready for discussion.

 If you’re considering a panel-style podcast, we can help make sure it all goes off without a hitch. Our Convenor package is all about bringing together thinkers in your space and cultivating excellent conversations. Get in touch today if you are looking for the support to ensure your podcast is executed with success!

Want to learn more about making a panel podcast with Message Heard? Check out our Convener package here.

Planning a Podcast Interview? Start Here.

The interview format is one of the most common types of podcast out there. But even though there are a lot of interviews recorded, not all of them succeed! Cultivating a conversation that is insightful and valuable for your audience isn’t always as simple as it sounds.

This guide is here to help you navigate the interview process to make sure yours never falls flat, and that your podcast really stands out from the crowd. After all, you only get one run at a great interview. 

A quick house-keeping note - here at Message Heard, this format falls under our ‘duocast’ package. This is simply a shorthand for all podcasts involving two voices, so we use duocast and interview podcast interchangeably in this post.

So, back to business. Before we get into our step-by-step guide, it’s worth asking the question: Why are interviews (or duocasts) so popular with listeners, and what are the benefits of using this format? 

The benefits of a great interview

A successful interview has the potential to:

1. Communicate and connect with people

What better way to showcase a connection than through a great conversation? Successful interviews live on in people’s memory. This is a chance to connect not only with an interviewee, but also to communicate something intrinsic to the host. Bringing people together is the biggest opportunity of the interview format.

2. Showcase expertise

Your depth of understanding is on show through the questions asked and the answers received. It’s a two-for-one deal, where both the host and the interview subject have a chance to talk deeply on a subject that is of interest or curiosity to them.

3. Raise an individual profile

Raising your brand profile is often easier through an effective conversation than it is by simply stating what you know or have to offer. This is because calling in a great interview subject immediately offers you the chance to grow your network – leveraging their audience, as well as your own – and expanding the reach of a brand or individual.

The interview checklist

Stage 1: Research and planning       

Any good interviewer knows that it’s all about the preparation that goes in ahead of the conversation. Before your guest even sits down with you, it’s time to hit the books: read or listen to the guest’s previous interviews, look up their personal profiles or online presence, and start considering how you might angle your conversation. What have they not been asked before? What do you wish they’d talk more about? Come up with a focus for your interview based on your research, and start planning your initial questions.

With all of your questions written down, start to organise them into a structure that makes sense for the episode. Ask yourself: do these questions move between themes and topics in the most natural way? Consider the arc of an episode and where you’d like to ideally finish the discussion, as well as any key information that you need to get out of the conversation. Make sure this is covered in your line of questioning.

Stage 2: Pre-Interview priming

As well as doing your own preparation, it’s worth it to start priming your interviewee beforehand. Use an initial call, or a pre-interview, to get a shared understanding of:

• Your interview style

• What you’re hoping to achieve in the conversation

• Any technical information required

• And to give the subject a chance to speak their questions or concerns.

This is also where you are filling in the gaps from your desk research, as it is your chance to check any facts directly and clarify intent for the conversation.

Outline what you want to talk to about in the interview, but don’t give the subject the exact questions. This will keep the interviewee from overthinking their answers and will keep your recorded conversation fresh and in the moment.

Furthermore, this is your chance to begin to build rapport with the subject. Good rapport is always part of an effective conversation, and it can be tricky to do all of this in a few moments before recording, if you haven’t met the subject before.

Stage 3: Soundcheck and technical setup

Let’s face it: many of us are now recording remotely! If you aren’t able to record in studio (which is the optimum place to ensure quality) you will have to do a bit of extra work to ensure your podcast is recorded correctly and sounds great. Whether you’re able to use a studio or not, a producer or engineer can perform this soundcheck to make sure the host is focused on conducting the best interview possible on the day.

There are many good ways to record an interview. In general, we don’t recommend using Zoom or Skype to record, as these don’t record at an optimal quality. Consider one of the various recording platforms out there like Cleanfeed, Zencaster, Squadcast or Riverside. Technically, a tape sync is the technical term for a remote interview, and with a producer on board, it can be possible to arrange for a remote engineer in the guest’s location who will be able to set up and record remotely at a much higher quality. If safe to do so, this is worth considering too, to ensure the host and interviewee have the best audio at the end.

Whatever your setup, you need to check your guests sound setup to make sure the recording is the best quality possible. This will also help you hit the ground running on the day of the interview and elevates stress for the interviewee.

Stage Four: Making the most of your recording day

Now is the make or break moment! The day of your recording, do your best to ensure both you and your subject are feeling relaxed and ready to chat. Try to keep the technical setup as pain-free as possible so they too can concentrate on delivering the best answers without getting distracted by other factors. If you’re recording remotely, ensure everyone is somewhere they won’t be disturbed and where there isn’t too much background noise – turn off your phone, email notifications, etc. Again, if you’ve got a producer, they can help make sure all the conditions are as optimal as possible for a great quality recording.

As you start to ask questions, this is the time to be very present in the conversation. Focus is vital here, as is listening. Having done some solid prep, you shouldn’t be afraid if your subject starts to deviate or introduce a tangent – either guide it back on track with a clear question or follow the track further and ask appropriate follow up questions if you’re curious and want to dig deeper. This is all part of active listening.

If you’re not sure you’re getting the information you need, be prepared to ask extra questions that might help tease out a topic. In essence, this is all about flexibility – just as a natural conversation can move around or shift, be aware when this is happening and consider whether to follow or turn things around. And if your subject is nervous or unsure, reassure them that they can always pause, take a moment, and start again.

It’s all about managing a conversation – as well as having one! Pay attention to how the discussion feels as it unfolds. If you’re interested and excited about it, chances are that this will come across to your audience too!

Stage Five: Editing and final touches

Here’s your chance to really tighten up a meandering conversation – you can move things around a little, if really needed, cut out any repetition or mistakes, and consider the pace of the episode as a whole. Dialogue pacing is crucial – you don’t want a subject to not sound like themselves, but you also want to help them out if they were nervous or particularly slow to speak. Sometimes, it can help to manually pace the dialogue here and there to create energy and shift up the tone in a monotonous part of the conversation. Help everyone out as well by cleaning up any uhms and ahhs, for a nice crisp quality to the speech.

There you have it, the 5 steps to nail a podcast interview and create a conversation that is a pleasure to listen to. Implement these tips to ensure your interview really makes an impact and stays with audiences well after an episode is finished.

Want to learn more about duocasts? Find out all the podcast production services we offer here.

Which format suits your podcast?

Whatever your business goals, there is a format that suits your story best. Discover more about the shape your podcast could take to convey your company’s message successfully.

Looking to start a discussion? Or grow your profile? Creating the perfect corporate podcast is made up of many parts, including choosing the right format for your story. We might assume that a podcast is just two people on mic, talking to each other about a particular subject. But actually, a podcast can offer many forms of storytelling. 

In this blog, we want to introduce some other formats that might suit your podcast aims better, aligning with your business or brand goals and helping you stand out from the crowd.

A Monologue/Solocast

A Monologue or Solocast is one person on mic talking through a subject. This can be elevated with sound design and other editing techniques. Examples include Dan Carlin’s Hardcore History Series and The Anthropocene Reviewed with John Green. 

Pros

This format is great for thought-leadership, as well as narrative storytelling or reviews. It doesn’t rely on guests or other parties, as one person carries the show. Your audience really has the chance to know you intimately, which can be very powerful for personal brand building. It can also be easier to edit one voice rather than several, and you can always adjust and record again with an individual, if things don’t sound as you’d hoped. 

Cons 

Your host has to be very capable, as they really own the show - there’s no one to bounce off from! Also, to make sure this format really shines, it’s important to ensure audio is well produced in order to still sound dynamic and hold audience attention. This can also mean privileging shorter episode lengths or use of archive audio, to break up the single speaker. 

The Documentary 

Popularised by NPR, this format is very much about historical recounting of a series of events. This might be achieved with a combination of voices, music, archival audio, and more. An example of this is our podcast with Remembering Srebrenica, Untold Killing.

Pros

This format is very engaging and dynamic, and can definitely have broad appeal, enabling a deep exploration of a particular story. These sort of shows are also proven to have a broad appeal and are regularly seen at the top of the podcasting charts. Beyond this, documentaries often have an evergreen quality meaning people can discover and enjoy your content long after the run is over. 

Cons

This style of podcast requires a long production time, and has complex production needs. It requires lots of forward planning and more time to piece together the episodes. Great research is definitely required.

Non-fiction storytelling or reporting

In this format, you hear reporting on an ongoing story, or a hosted show that is being reported, usually based on real life or true stories. It’s a combination of a discussion and reported information, so multiple voices are heard and help to tell a story - this makes it a great way to teach something new to your audience, and expose listeners to new ideas and concepts. Examples include Breaking Brand, Reply All and Heavyweight. 

Pros

This is a compelling way to tell a story that you own, offering the chance to include other audio to create a dynamic episode. You really can tell any story at all, so this can be a very flexible and inclusive format.  

Cons

Because this format often involves many sources of information, it can mean long and complex production and detailed research are involved.

The Interview

An interview between a host (or multiple hosts) and a subject, who is given the chance to share their unique expertise or insight. The host guides the discussion, asking key questions. Examples include our collaboration with NatWest, or How I Built This and the very popular Tim Ferris podcast. 

Pros

Interviews offer the opportunity to introduce a new perspective. Hosts have less pressure, as the guest should do most of the talking. Listeners also don’t mind the occasional fluffed word - they want to feel there’s a natural conversation happening. New audiences might discover your podcast through your guest, which is great for audience building, and this format can help spark discussions. 

Cons

There are lots of podcasts already in this format, making it hard to stand out. Interviewing is also trickier than it looks - it takes good research and can be challenging if the guest is repetitive, talks for too long, or isn’t able to articulate their views. You’ll also need a new quality guest for each episode. 

Fiction storytelling

A fictionalised play or audio drama, this format is normally performed by voice actors. It’s much more similar to dramatic television or the radio play. Like any good fictional story, these rely on great characters, tension and narrative arcs. It’s a very creative storytelling type, and examples include The Archers and Forest 404. 

Pros

Audiences can be really engaged with this style of podcast, as they become invested in the story. With few examples out there, it can be easier to stand out in this format. The only limit is your imagination! Which also means, research and factual accuracy might be less important.

Cons

This is a less common format because it is generally less relevant to businesses. Your competition comes more from Netflix than other podcasts, so it’s much more about having the creativity to come up with a great original narrative. You do have to have the whole story in place at the start, so you know exactly where your episodes are going and how to hit the right beats to keep listeners engaged.

There you have it, some of the other podcast formats that might be perfect for your brand. Don’t get us wrong, sometimes two people and a mic just having a great chat can really work - after all that’s the format behind Conflicted! But it's important to consider why this is the best format. 

Think carefully about the format that best suits the story you have to tell, so that you can get out there and share it! And if you’re not sure — get in touch, we can help you figure it out. 

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Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

7 questions to guide your podcast strategy

You know you want to make a podcast. But what comes next? Here’s the low down on developing a strategy that sets your podcast up for success.

Creating a corporate podcast is often more than just a matter of having a great idea. Making a podcast worthwhile for your business requires a strategy. A strategy can make the difference between a podcast that’s simply fun and satisfying to create, and a podcast that really works for your larger business or brand goals.

During lockdown, we worked closely with Historic England to deliver a detailed podcast strategy that supported their aims as a business, as well as their wider content strategy. In particular, we utilise a Discovery Workshop process that is the key to defining everything a podcast strategy needs. This involved conducting a series of workshops conducted online, using various visualisation tools to help our teams collaborate and brainstorm around several important questions. 

In this blog, we’re going to break down parts of this process, sharing with you the important overarching questions that you need to answer to develop a podcast strategy that works towards your goals as a brand. 

Our virtual whiteboard used in our Discovery Workshop with Historic England.

1. What are your business/brand values and goals?

All content that you spend time creating as a brand should reflect your values and should be created in alignment with your goals. So, a good place to start is here: what does your brand or business value? Knowing what you stand for can help get the ball rolling. 

In the case of Historic England, they had used podcasts before to support exhibitions and events. Their aim was to inspire people and create advocates for the built environment. These key values helped dictate the way in which we defined a strategy for their future podcasts. Creating content that speaks to an ethos really helps to shape and define the scope of your podcast and will lead towards certain themes and ideas that are important for you to explore. 

Next up: What are your goals for your content? Content that aims to acquire new members, for instance, is likely to be different to content that furthers brand awareness. While your podcast may be intended to achieve many things, it’s important to define exactly what this might be before you get stuck in creating episodes.

2. What content have you created already?

Reviewing or auditing your content to date is a good way to help define what’s missing, and what your podcast might build upon. What worked? What didn’t? Spend time reviewing what content you’ve tried to create, the effect it had, any measurable qualities of success, before defining your podcast.

3.  What are your competitors up to?

Have your key competitors already got a podcast? If so, it’s worth taking a look to see what they are up to. Set your podcast apart from the outset by researching your competitors and the way they present themselves. Take note of what stories they’re telling and use this to help find your niche. If they don’t have a podcast yet, all the better! It’s your opportunity to create something that’s missing in the market.

4. Who is your audience?

Defining your audience is a great way to hone your podcast content. Thinking about who they are, what they are like, what they need, and what information you can uniquely provide them. All of this will help get you one step closer to creating a successful podcast.

5. What themes do you have in mind already?

There might already be some obvious themes that relate to your industry, the experts or guests you have access to, content you already create or content that is missing. Define your themes in a broader sense. Brainstorming here may reveal new areas that your podcast can explore - after all, it’s not a text-based medium, which means that you can define ideas that suit an audio format specifically, and this might bring to mind new areas to explore in your content. 

6. What format will your podcast take?

There are many possible formats a podcast can take. From monologues, to interview, to narrative-style podcasts (like the infamous Serial podcast), round tables, multi-host (like our work with NatWest), and more. Defining what format might suit the stories you want to tell will help define how to execute your content, when it comes to turning ideas into reality. 

7. How do you want to be different?

Here’s your chance to really brainstorm and get creative! Having reviewed what you’ve already created in terms of content, as well as what your competitors are doing, the themes and formats you prefer, what your audience needs, and keeping in mind your values as a brand, it’s now finally time to start fleshing out your niche. What would you most like to try? What story do you uniquely have to tell? Setting your podcast apart is key to creating something extra special with each and every episode. 

With these key questions answered, you can begin to define a successful podcast strategy. At Message Heard, we work with this as a starting point with each and every one of our clients. As we dig into the Discovery Workshop process, we can help you unveil the insights that can help your podcast stand out. By defining a detailed strategy, production also becomes a far smoother and more time and money efficient process. Take your ideas and turn them into a reality that serves your brand.  

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

How to Become a Better Podcast Host

What does it take to be a great podcast host? Here’s what you need to know to make successful podcasts. 

Podcasting is one of the most popular forms of media right now. The best corporate podcasts have something in common: a great host! While anyone can try their hand in front of the mic, it takes something special to be a capable podcast host. After all, contrary to popular belief, an engaging podcast isn’t just about creating a conversation — it’s  about how you curate that conversation for the listener. So, what can you do to become a stronger podcast host? Here are our tips to get you started.

Start preparing early

Hosting a podcast  can be intimidating - most of us aren’t used to being recorded! This means that having confidence on your subject matter is a great way to start, as well as preparing yourself for what needs to go into the episode you’re making. 

Recently, we worked with NatWest to produce a branded podcast. Our hosts were first-timers to the world of podcast production, and one of the hosts, Burcu Karabork, had this to say about the process:

“There is a tremendous amount of discipline and experience required in knowing where to stop conversations, what questions to ask, where to prod a bit deeper...So the question becomes; can you afford that learning curve? Often we only get one chance to impress listeners, after which they turn away from us and don’t come back. It’s imperative to get it right the first time so we don’t alienate them.”

While a lot of podcasts sound ‘off the cuff’, chances are there was still a lot of preparation behind this. That means: having questions in mind, knowing what subjects or information you need to cover, and having thought through the way you want to articulate this. Even some of the most natural, and famous, podcast hosts are scripted. 

An excerpt of Micheal Barabaro, host of The Daily’s, script.

Practice makes perfect

The great thing about podcast production is that you can always re-take a line if you mess it up. So give yourself room to practice! Try out recordings, and listen back to yourself. While this can be awkward at first, it’s essential to know how you are coming across, and whether you need to mix things up. Give it to someone else to listen to: do they know what you’re trying to convey? 

The style of delivery required for a podcast is different from simply talking in everyday life, though it’s not too far removed. The art of hosting is about staying true to your style and tone of voice (as it represents who you are as an individual!). However, learning how to do things like clearly delivering the words in your script; conveying emotion through your intonation and pacing your delivery, are skills that different you from a rookie podcaster and host with command of the mic.

So if you’re new to this… practice, practice practice! Get you phone recorder out and give your read of the script a go (or two).  Listen back to your way of delivering information, try different versions of the same thing as you are recording, and have patience. The process does become easier. 

Work with a producer

A producer can be a huge help for making a successful podcast. In the case of NatWest, our Head of Production, Sandra Ferrari, was there to provide support and advice along the way. In Burcu’s words, “When you know that you’re being looked after and that you have a safety net, you relax. When you relax you say things in the moment that are more genuine and authentic to yourself, which in turn makes you far more engaging for listeners.” 

Sandra was there to guide our hosts through to creating their vision. Burcu adds:

“It’s difficult to know what your artistic vision is if you’ve never worked on that before and Sandra was instrumental in helping us to discover ours. She went above and beyond to introduce variations into the podcasts, allowing us to pick and choose what we liked and discard what we felt didn’t speak to our authentic selves. I really appreciated being allowed to push my own boundaries in that way, expanding my views on what I thought our podcast should sound like, all the while feeling in control enough to let go of what I liked less.”

Producers are there as a trusted minder, to help you stay on track and create the episode you planned to make. 

At Message Heard, we specialise in guiding your project through to completion. Whatever part of the process you’re struggling with, from ideation through to distribution, we can help. 

It takes skill to become a great podcast host. Whether it’s your first time trying it out, or you’re a seasoned professional, the same skills apply. Take a look at our Business of Podcasting section for more great advice on creating amazing podcasts. 

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.

Podcast publishing 101: Where to publish your podcast?

A guide for checking your podcast is published everywhere it needs to be.

Podcast publishing is a bit of a minefield — but getting it right is key to creating a successful podcast, so it's worth investing some time in. We've learned a lot from publishing our own shows, and we're here to share our learnings with you, so you don't fall into the common traps.

We’ll share our tips about podcast publishing, and share our ever growing podcast platform checklist that you can use to make sure your podcast is accessible on whatever app your listeners are using.

Why is podcast publishing important? 

From Apple to Google Podcasts, there are so many places that listeners can discover, listen, rate and review your podcast. 

With our show Conflicted, we can see that listeners use over 26 different podcast platforms and there is still a large chunk of unattributed listens which could come from any number of other podcast platforms. 

The vast majority of listens come from a few big players: 68% Apple Podcasts, 14% Spotify and the remaining 19% split between over 20+ other apps.  

A table showing some of the places people listen to our show, Conflicted.

But no matter the size of listenership on that platform, it’s important your show can be accessed everywhere as it improves the experience of every potential listener you have. Think of those potential super fans who will be very annoyed that they can’t find your awesome show on their chosen app! 

The good news is it’s pretty easy to do, but there are a few factors to consider especially when it comes to timing. 

When should you publish your feed?

It makes sense to focus on making sure your podcast is on the biggest podcast platforms first. 

We discovered the hard way that Apple Podcasts, which along with Spotify, is widely one of the most common places people listen to podcasts, encourage you to allow up to 10 working days for them to approve your feed once it’s submitted. 

So to avoid any last minute panics, we now make sure all our feeds are set up with the trailer uploaded 10 days before we planned to start promotion. 

Once the feed is created via your chosen hosting platform, you will generate an RSS feed link. We then make sure this link is submitted to the top players: 

• Apple Podcasts - Submit your feed here via iTunes Connect. Make an account if you don’t already have one, and you can also see analytics through this portal.

• Spotify - Submit or ‘claim’ your RSS feed through Spotify for Podcasters. You’ll also need to create an account, and similar to iTunes Connect, Spotify offers specific analytic via this portal. 

• Google Podcasts - Google now have a podcast manager portal as well where you can submit your feed directly. You can log in with any google account, and as with the others, you will need your RSS feed link at the ready.

From there, we’ve found your RSS will be automatically picked up by most other podcast platforms. This may take some time, so you can also check and submit your feed via the links in the list below! 

Where else should you make sure your podcast is published? 

As we mentioned, the RSS feed does a lot of the hard work for you and you might find your podcast has found its way on to many of these platforms without you submitting it directly. 

So, we suggest waiting for up to 10 days and once you see your link appear on these platforms you have already submitted to: 

• Apple Podcasts

• Spotify  

• Google Podcasts  

Then go through and check your podcast is displayed on these players, if not you can add them via the links or instructions below:  

• RadioPublic

• CastBox

• PodcastAddict

• Pocket Casts

• Overcast - There is no specific way to submit to Overcast, they say you should see your podcast on Overcast 2-3 days after you submit to Apple. 

• Stitcher

• Acast - Scroll down to the green button where it says ‘add your show’ 

• Player FM

• Luminary 

• Downcast - Downcast also don’t have a direct submission and use Apple Podcasts, but if your show is not appearing you can email them: support@downcastapp.com

• Doggcatcher - Doggcatcher also doesn't have a direct submission. If you can’t find your show, you can try using their support forum. 

• BeyondPod 

• Himalaya

• Alexa - Lots of podcast apps already have skills which you can use to access your podcast, but some shows also create your own skill but this requires custom development. 

• Entale - You can add your shows to Entale if you wish to add reference materials like images or links. 

This is a running list we have compiled. Have we missed any? Let us know if your favourite podcast platform isn’t listed and we’ll add it along with the link to submit. 

Want to know more about marketing and distributing your podcast? At Message Heard, we make podcasts that help your brand to reach new audiences. Find out what we can do for you. Call today: 02081036034 or email us at: contact@messageheard.com.