When Your Client Says “Let’s Start a Podcast”

Your client wants a podcast. Or you say they need one.

Before you break out the mics and book a studio, take a beat. There’s a lot you can do to make sure their idea turns into a strategic, sustainable, quality show.

Here’s what we recommend you do before the first episode ever gets recorded:

1. Clarify the goal.

What’s the actual point of this podcast? Thought leadership? Brand trust? Lead generation? A platform for internal voices? All of these are valid—but the format and tone shift depending on the why.

2. Define the audience.

Who are they trying to reach—and what does that audience already listen to? Understanding your listener sets the bar for tone, guests, length, and topic.

3. Explore content fit.

Does your client already create longform content (blogs, newsletters, videos)? Do they have strong subject matter expertise or a unique POV? If not, you may need to shape their content identity first.

4. Think about the voice—literally.

Who will host? Are they comfortable on the mic? Who represents the brand effectively but also sounds natural? This sometimes gets overlooked, so don’t wait.

5. Prep the rollout.

A podcast isn’t just an audio file—it’s an ecosystem. Think launch plan, distribution strategy, teaser clips, episode art, email tie-ins. The best shows don’t start with a mic; they start with a map.

Helping your client shape their podcast strategy is the best way to set them (and you) up for long-term success. And we’re here for it.

Want support building your plan? Let’s talk: hello@podshaper.com or click here.