Podcast Seasons Make Sense for Some Business Goals

So when you think of a podcast, you’re probably going to imagine like the proto podcast or the Erb podcast, which is a weekly release. Maybe it’s a host and a guest talking for about 45 minutes every Tuesday for the rest of time. And that is the most common type of podcast. Most podcasts that we see are interview podcasts, where the host is talking to a guest about a topic of mutual interest and of interest to the audience, and it releases on a weekly or more often basis.

That’s great. It’s a really good, really effective cadence to be releasing your episodes at. It’s enough time and enough releases to get traction quickly and to build momentum with your audience. But it’s not so much that it takes over your complete entire workweek. That said, it can be too much for a lot of business owners.

A weekly release schedule can be a little grueling, especially at the beginning when you’re getting used to things. And knowing that it’s a project that’s going to go on and on and on, without an end, also has its own sort of wariness attached to it. I know sometimes I think about a podcast that might go on forever, and it feels like – “Maybe you’d better not start that. There’s other things going on.” I’ve definitely had that feeling. Maybe you’ve had too.

And something that is really interesting about podcasting is that they are just tools. If something about a podcast doesn’t work for you or for your business, you don’t have to do it. And that includes having a weekly release schedule. Something that we found over the years that we’ve been producing, is that a lot of businesses need maybe 12 episodes to do a couple of things. To explain some things, share some stories, get some objections out of the way, and share some important information that their future clients are really going to need. And that’s all they need. That gets the job done.

And so releasing a season of podcast episodes is a great way to test the waters. 6, 10, 12 episodes of a podcast are going to do some heavy lifting in your business. It’s content you’re going to use again, that you’re going to refer back to, that people can use. It gets you the title of podcaster. If you’re a guest on other shows, it gets you a chance to say – ”now subscribe to my own podcast while you’re at it, love to have you there”. And it can really help you in a lot of different ways, like your sales enablement and your relationship building with new leads. Podcasts are great for that.

And a season can often do as much work as an ongoing podcast will do, depending on your business goals.

Now, the caveat here is that if you’re podcasting for relationship building, you pretty much got to be ongoing. You’re never not going to need to do more networking or get more connections into your orbit. But for a lot of other business goals a season, either one or an annual one, or a couple of seasons a year, is going to be plenty.

And if you are not sure that podcasting is going to be a fit for you, because the truth is you might try it and hate it – there’s a really big difference – conceptually, energetically and professionally – between planning and completing a podcast season of 12 episodes, and starting a project that’s meant to be ongoing and then quitting.

So test the waters with the season, see if it fits your needs, see if you like it. And then make a decision, after that first season, about whether or not you want to go on.

Watch: When Are Podcast Seasons a Good Idea?

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