Background
Like so many other groups and individuals these days, two association clients wanted to start a podcast as an additional educational benefit for their members. So, where should staff start?
Challenge: Determining Demand
Were the members and the broader membership community actually interested in podcasts? We asked relevant committees and board members if they were already listening to any, especially those related to their field.
Next, once we determined the demand was there, we had the challenge of finding content, matching the speakers to the content, determining a platform, then creating a marketing plan to promote the platform and fitting it into a doable timeline to make it successful.
Solution: Effectively Planning a Podcast Format and Platform
We explored what was already out there, searched for podcasts on similar topics, and checked their ratings and reviews. We tried to identify any gaps in content that our podcasts could fill. With so many podcasts available, standing out was key.
Before starting interviews and recording, we defined the podcast format, a decision that guided everything else. We explored several styles, including solo shows, co-hosted, interview-based, and narrative formats. Ultimately, we chose a co-hosted/interview-based blend, enhanced with features and studies to boost entertainment value.
Then, we considered the details:
- How long will each episode be?
- What tone fits best—professional, conversational, lighthearted?
- How often would new episodes be published, and what structure will each one follow?
Finally, we created an identity for our podcasts. We chose clear and memorable names, designed logos that reflected the association’s brands, and selected music to set the right mood and tone for listeners.
To get the podcasts out into the world, we reviewed the popular options including: Buzzsprout, Podbean, and Spotify for Creators. When choosing a platform, we wanted to make sure it offered RSS feed distribution to major listening apps like Spotify and Apple Podcasts. This feature ensures episodes are automatically shared across platforms, saving listeners from having to upload them one by one. One association selected Spotify for Creators because its Communications Manager already had an established account and was well-versed in its functionality.
Recording high-quality audio was crucial. A good microphone and basic recording setup went a long way and wasn’t expensive, since affordable microphones, cameras, and ring lights were available on Amazon. Once we recorded episodes, we needed to find editing software to make it sound polished. Clipchamp is a free, user-friendly option that trims, adjusts audio, and rearranges content with ease.
Solution: Branding and Marketing
Branding is the first impression and the lasting impression. It tells people why they should listen, and why they should subscribe. Podcast branding is more than just a catchy name or logo, it’s the personality, promise, and perception of your show to:
- Attract the Right Audience: Your title, artwork, tone, and tagline set expectations. Clear branding ensures you appeal to the listeners who will connect with your content.
- Build Trust and Recognition: Consistent visuals, voice, and messaging help your podcast stand out and build credibility over time.
- Create a Memorable Identity: From your intro music to your thumbnail art and host voice, this makes your podcast feel like an experience and not just another audio file.
- Support Growth and Monetization: A recognizable brand is easier to promote, partner with, or pitch to sponsors. It makes your show feel polished and professional.
Outcome: Analytics
A successful podcast can easily be created through thoughtful planning, quality recording, skilled editing, and ongoing refinement. Analytics have indicated that these podcasts are resonating with members, garnering over 750+ downloads in the first seven months and 365 YouTube views for one association. The other association received 1000+ streams and downloads during its first seven months.
“When the Society discussed developing a podcast, I was excited to produce a new product for our members. It was overwhelming to consider the production and distribution of the podcast, but our staff liaison and Association Acumen offered the support and administration we needed to get the podcast off the ground. Our current monthly podcast is a fun way to engage with our members, and the immediate response has been overwhelmingly positive. We have hundreds of listens and downloads for each episode that has been sustained throughout 2025, indicating this is a product our members and followers enjoy.” ~ Association Communications Committee Chair