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Podcast: what it is and how to create a quality one in 5 steps


Creating podcast format content is easier than you think. Discover some techniques and secrets to help you in the process!

The busy and fast-paced urban life has demanded a lot from people nowadays. We are increasingly running out of time to perform our tasks. We have less and less time to do more things. When we talk about content consumption, this is also true. With each passing day we have more content to consume and less time for it.

The podcast comes to help you take advantage of your available time and increase your daily productivity. This happens because of the ease of just playing a game and listening to the content – ​​whether in the car, on the bus, at the gym, during dinner and so on.

Now, in the midst of the Covid-19 pandemic, the wisest thing is to listen to it at home, during the shower, while having lunch or performing more “automatic” tasks. Maybe this is actually the ideal time to get used to consuming this content format and/or start producing it for your company?

If you are curious about the subject or want to start being part of this market, this post is ideal! Creating podcast content is easier than you think, but there are some techniques and secrets to help you along.

Next, Blue World City will talk about how to plan, record, edit, publish and – the best – sell using podcast, approaching your audience in an empathetic way and bringing quality information that will really help them in their daily lives.

What is a podcast?

Podcast is like radio, but the content is on demand and can be listened to whenever the listener wants. The format has a high power of communication, which can take information, education, entertainment and more, in other words: there is no limit to creativity.

Previously, it was only possible to listen to content by accessing the suppliers’ website to play it or download it to listen on the computer completely manually. But this was not the ideal way to listen to a podcast, as it was necessary for the internet user to go to the site.

This was until 2004, when Adam Curry created an automatic way for this content to reach podcast programs: podcast aggregators. That’s how it works until today.

How to listen to your favorite podcasts?

Interested people follow the release of each new episode directly from their smartphone or computer fully automatically. Thus, you can listen directly from the mobile application (the podcast aggregator) or download to listen offline. In addition, the mainstreaming platforms in the market, such as Spotify and Deezer, also have podcasts.

One of the advantages of podcasts is the fact that it has low bandwidth transfer and does not consume as much as videos, which results in savings in the use of data from the mobile operator.

Examples of podcast aggregators:


  • Spotify
  • Google Podcasts
  • Podcast & Radio Addic
  • Podcast Republic
  • Pocket Casts
  • Stitcher Radio


  • Spotify
  • Podcast (native)
  • WeCast
  • Overcast
  • Stitcher Radio

A lot of people want to know how to start a podcast. Next, we’ll talk about how you can plan, record, edit, and publish one. In the end, we also show you how to sell more through this content format.

How to Create a Podcast for Your Business

1. Plan

Developing a good plan is a fundamental step, which should not be overlooked. It is here that the objective we want to achieve to delight and retain listeners will be defined, and for this reason it is a task that requires a lot of attention and care.

Before thinking about how to record a podcast, some points that should be planned are:

Audience:  Identifying the audience is important to know which vocabulary you will be using. You must speak in the language of those who will be listening to your podcast  – be it simple or complex, informal or formal.

Competition:  Try to be different from the competition. Listening to the competition’s model is good, but it’s also good to hear other models that are successful. However, the ideal model is one that pleases your audience . Trying is not the problem, the problem is not trying, so experiment and see over time which models your audience is most interested in.

Theme:  defining a theme and the format is important, for example: chat, roundtable, debate, informative, educational, storytelling, interview, essay, among others. But beyond that, it’s critical to talk about something you’ve mastered.

Content: After defining a theme, it is important to plan the content. So, create a checklist for the entire episode, as it will help a lot not to forget anything during the recording and thus cover the entire theme.

Guests:  interviewing guests is very interesting, after all, they can end up sharing the podcast content on social media and thus increase the audience even more.

Illustration:  as the podcast is not visible, you need to create scenarios with your voice so that the audience understands the message you want to convey.

Personality:  the podcast has a high loyalty power, as hearing someone’s voice is different from reading a text. So, creating your own personality is critical. The tone of voice, jokes, phrases and jargon are very characterized.

Frequency: Keeping a frequency helps engage and keep your audience connected to your content. If possible, choose fixed days of the week and maintain a consistent calendar for publishing. When you start work, don’t stop: always have regular publications and avoid spending months without publishing as much as possible.

CTA:  This is the step of defining the moment to invite the listener to take some action, whether it will be at the beginning, in the middle or at the end of the podcast. It should be simple, to direct only to one destination, for example “visit our website, there you will find more details and information and, by subscribing to our vip list, you will get a surprise bonus”.

Page:  Have a page ready to receive your listeners, be it a website or even a Landing Page. Create your brand, your identity, your logo, think about colors and also about how to maintain a relationship with your audience.

Script: after all the defined planning, it’s time to bring the podcast to life and create the script! It is useful for not getting lost in the subject, however, don’t get too caught up in it, let the conversation flow naturally and, if necessary, go back to the script to continue the planned topic.

See an example script:

  1. Beginning vignette;
  2. Presentation of announcers;
  3. Speak publication date and the topic of the day’s podcast;
  4. Quick introduction to hook the audience to the subject;
  5. Transient vignette to let you know it will start;
  6. First notices and invitation to CTA;
  7. Talk about the whole topic of the checklist;
  8. Prepare for closure;
  9. Transient quick vignette to let you know it will end;
  10. Latest notices and invitation to CTA;
  11. Closing.

Voice: Be careful with your voice, especially if it’s a long recording period. Always try to keep your throat hydrated by drinking plenty of water.

Train:  let’s go! Turn on the recorder and start talking, practice recordings using your cellphone recorder, self-assess yourself and ask someone to rate you too.

2. Record

It’s time to start recording, participants need to be in a comfortable and quiet environment. Creating a room with good acoustics is very important, as it not only provides excellent audio quality but also saves editing efforts to minimize noise.

Be careful when you think that with a good microphone you don’t need to have good acoustics, because, if that’s the case, it won’t do any good to have a microphone of excellent quality.

If you use a headset microphone, try to place it above or below your mouth to minimize blasts and noise during recording. But if you want quality, it’s worth searching for professional microphones. There are many options in the market, and the choice will depend on the location and how the podcast will be recorded: whether it will be individual, in groups, in a large or small room. It is recommended to research and talk to a professional who understands the subject.

Talking a little about the environment, pay attention to sound insulation to avoid external noise and also to reverb control – in professional studios wavy foams are used to minimize the reflection of sound.

With everything ready for recording, it’s time to define how the podcast will be recorded. There are several software on the market, but as podcasts do not require much complexity for recording and editing, we advise you to use the famous Audacity, which is professional free software, available for Windows, Linux and Mac.

3. Edit

If you’ve never edited an audio file, this might be a little difficult step, but it’s critical. Here we present some techniques that will make editing easier and also leave the audio with excellent quality.

Before starting, make sure you have backed up the audio file of the original recording, to avoid possible issues from any wrong editing.

Audacity has several editing effects, but we’ll talk about the ones that are essential for voice editing. With the copy of the original audio file open in Audacity, the first step is to start adjusting the audio quality.

Select all audio, go to the “effects” menu and apply the following adjustments:

  • Amplify:  increase the sound volume;
  • Noise reduction: eliminate ambient and microphone noise;
  • Compressor: decrease the gap to even out high and low peaks;
  • Normalize:  maximize all audio peaks without losing quality;
  • EQ:  adjust bass and treble.

In this part of the tutorial there is no exact formula for editing settings in the software, as it depends a lot on the final quality of the recorded podcast. Therefore, it is important, at each stage, to listen to the audio several times and adjust as necessary.

If it doesn’t look good, you can go back to the previous settings, using the keyboard combination CTRL+Z and repeating the procedure until you reach a satisfactory result.

If you want to use multiple tracks for editing with effects, vignettes and voices, just go to the File/Import/Audio menu or use the keyboard combination CTRL + SHIFT + I and select the respective audio to add a new edit track.

A really cool tip, if you want to use some background sound, is to use the Auto Duck effect. It automatically raises and lowers the music volume according to the audio of the participants’ voices. To use this effect, simply insert the song into the first Audacity track, select it, and adjust the effect as needed.

Once you’ve finished editing, you need to export the final project to an mp3 audio file. Select the quality of 96KBps as this is excellent quality for podcast content.

4. Publish

4.1 How to publish a podcast on Soundcloud

To publish a podcast, you basically need two requirements: a place to host it and an RSS Feed to be read by podcast aggregator applications.

Let’s talk about Soundcloud, a complete platform that, in addition to having these requirements, also has audience statistics tools, allows comments, follow and be followed as a social networking standard.

For those just starting out, this is an excellent option for free storage of up to 3 hours of audio. After that time, you can only add new files if you remove old content or purchase a plan.

The site itself has a complete walkthrough, explaining in detail how to make all the settings, which basically are:

  • Create an account;
  • Fill in the profile information;
  • Adjust content settings;
  • Submit the feed;
  • Analyze the statistics.
  • The Spotify has grown enormously in popularity in recent years, especially among those who listen to music.
  • As a result, it is also attracting attention as a podcast library: in the third quarter of 2019, approximately 14% of its user base listened to a podcast on the platform. The number rose to 16% in the following quarter, totaling about a 200% increase in hours devoted entirely to listening to this type of content.
  • But the procedure for publishing a podcast on Spotify is a little different. Instead of using your RSS feed, the submission is done directly from your media host. The Podcast Host offers five site suggestions, including discounts if you don’t already have one.
  • Once uploaded, your file will be public in 2 to 5 days, as long as you follow the site’s rules – basically not infringing any copyright law. Spotify doesn’t notify you, so you have to monitor to know when your podcast is on air. Then just publicize!
  • Recently, Spotify started testing a new form of monetization, with clickable ads on podcasts. This is good news and a huge difference for those who want to commercially explore the format.

5. Sell

  • Are you ready to receive your first Leads and make them possible opportunities and customers? For that, you need a website or, better yet, a Landing Page. Offer exclusive materials or content for a VIP list.
  • Here on RD’s blog, we have another article that can give you more details on how to prepare this content: 10 types of baits for lead generation.
  • Once you have the first Leads, try to relate to them and understand what they are interested in. Plan a relationship strategy until you reach an offer. That way you can offer something they are really interested in!


Finally, we would like to know if you liked the post and if you have done, or do, a podcast. Did the tips help in any way? Have you ever used Digital Marketing Automation? Have you ever thought how successful a podcast can be using this strategy? Share your experiences with us in the comments!