Podcasting Insights for Marketers: Lessons Learned Along the Way
If you’re a marketing professional thinking about starting a podcast, I know exactly how you feel. It’s exciting to imagine the possibilities, but it’s also intimidating—there are so many unknowns. I remember feeling the same way when I started mine.
The truth is, podcasting isn’t easy. It takes time, effort, and plenty of trial and error. But it can also be an incredible tool for building trust, creating connections, and growing your business—if you approach it the right way.
I’m not here to tell you how to run a perfect podcast or to say it’s the right move for everyone. My goal is to share what I’ve learned, the mistakes I made, and the things I wish I’d known before I got started.
My hope is that this helps you make a more confident, informed decision—whether you’re just exploring the idea or getting ready to hit record for the first time.
Why I Started My Podcast
When I started my podcast, my main goal was to use it as a tool for business development. I wanted a way to connect with my target audience in a meaningful way—something deeper than social media posts or email campaigns. I figured that having thoughtful conversations with guests and sharing insights directly with listeners could build trust, open doors for new relationships, and, hopefully, generate leads.
But it wasn’t all business. Part of me just loved the idea of having real conversations about topics I care about. There’s something rewarding about diving into a discussion and learning from other people’s perspectives—and I hoped that passion would come through in the episodes.
Of course, it didn’t take long to realize that podcasting is about more than just hitting record and talking. It’s a process, and like any good marketing effort, it works best when it’s intentional.
The Lessons I’ve Learned
1. Promotion Is on You
I thought guests would be excited to share their episodes, especially when I handed them polished graphics and pre-written posts. But most didn’t follow through. It’s a lot like trying to get a Google review from a client—they say they’ll do it, but you end up chasing them down multiple times.
Practical Tip: Take full ownership of promotion. Use your email list, social media, and website to market every episode. Don’t rely on guests to drive traffic.
2. Repurposing Content Is a Must
A podcast is just the beginning of your content. I’ve found transcripts to be a goldmine for creating blog posts, email newsletters, and social media clips.
Practical Tip: After recording, use tools like Descript to generate transcripts. Break each episode into smaller pieces of content you can share across different platforms.
3. Start Small, Improve Later
When I started, I wanted everything to be perfect: the tools, the format, the flow. The truth? Perfection doesn’t matter as much as just getting started. Recording 5–7 episodes before launching gave me a cushion to stay consistent while figuring things out.
Practical Tip: Focus on launching a minimum viable product (MVP). Begin with the basics and refine your process as you gain experience.
4. Leverage AI and Automation
Using Descript felt like a revelation—it’s like editing a Word document, where you copy and paste words, and the video or audio follows. Tools like ChatGPT have also saved me countless hours by automating repetitive tasks like writing show notes.
Practical Tip: Invest in tools that streamline your workflow. For example, Descript can handle editing, transcripts, and even publishing in one place.
5. Shorter Episodes Can Be More Effective
Not every episode needs to be a deep dive. Some of my most popular episodes are short, focused teaching sessions—quick wins for busy listeners.
Practical Tip: Keep solo episodes to 15–20 minutes. Save longer formats for interviews or in-depth discussions.
6. Have a Plan for Each Episode
When I started using an intake form for guests, it changed everything. The form gave me clear direction and saved me 15–20 minutes of prep per episode.
Practical Tip: Create a guest intake form that gathers topics, talking points, and any resources they’d like to share. Use this to guide the flow of your conversation.
7. Don’t Over-Edit
I used to spend way too much time editing. But I’ve learned that people value authenticity over perfection.
Practical Tip: Focus on meaningful conversations. Only edit out major stumbles or technical issues—let the rest flow naturally.
8. Podcast Content Grows with Time
I’ve seen how episodes “marinate” over time, drawing more downloads as new listeners discover them. Even episodes from months ago keep attracting listeners.
Practical Tip: Be patient. Growth comes from consistency and a library of episodes that new listeners can discover.
9. Focus on Solving Problems
Problem-based content resonates the most with listeners. When I focus on challenges my audience is facing, engagement always improves.
Practical Tip: Build episodes around specific problems your audience cares about, and offer actionable solutions they can apply right away.
10. It’s a Networking Tool, Too
One unexpected benefit of my podcast has been the relationships it’s helped me build. Inviting someone to be a guest can open doors that might otherwise stay closed.
Practical Tip: Use your podcast as a reason to connect with prospects, collaborators, or industry leaders. Treat it as a tool for conversation, not just content.
What I’d Do Differently
Even though I’m happy with how the podcast has grown, there are definitely things I’d do differently if I could start over. Some are simple adjustments; others would have saved me a lot of time and effort. Here’s what I’d change:
- Plan for Lead Generation from Day One
I wish I had integrated lead-generating tools like downloads or opt-ins earlier. - Start with a Niche Focus
Narrowing my topics earlier would have helped me attract a more specific audience. - Use Fewer Tools from the Start
Consolidating to multi-functional platforms like Descript would’ve simplified everything. - Prioritize Repurposing Early
I’ve realized how much value transcripts and repurposed content can provide—if planned from the beginning. - Build the Podcast into a Content Ecosystem
Instead of treating the podcast as a standalone project, I’d connect it to other channels from the start.
Final Thoughts
Starting a podcast has been one of the most rewarding experiences of my career—not because it was easy, but because it’s taught me so much along the way. Whether it’s learning to repurpose content, embracing imperfections, or using the podcast as a networking tool, the insights I’ve gained have gone far beyond what I originally expected.
Podcasting isn’t about getting everything right on the first try—it’s about starting with intention, experimenting, and staying consistent as you learn and grow.
I hope these lessons help you make informed decisions as you move forward, whether you’re still in the “should I start one?” phase or gearing up for your first episode. And if you have questions or want to share your own podcasting experiences, I’d love to hear from you.