Are you a WordPress professional and thinking about your own podcast? Are your customers interested in podcasts and you want to give them sound advice? Then this ultimate guide to podcasts is just the thing for you. Learn how to publish your own podcast with WordPress - from equipment and production to distribution and marketing.

Is podcasting even worthwhile?

Podcasts are becoming more popular with listeners every year. So it's not surprising that more and more companies are jumping on the bandwagon and launching their own podcasts. But has the zenith already been passed? Is it still worth starting your own show?

Podcast statistics

Although the following statistics relate to the USA, the good thing is that they show that there is still room for improvement in Germany:

• 51% of the population have already listened to a podcast.
• Podcast listeners are more loyal and educated than average and are high earners.

In Germany, on the other hand, only 21% of the population listen to podcasts according to 2019 evaluations - but the trend is positive. Furthermore, global advertising revenue from podcasts is forecast to reach 1.6 billion US dollars in 2022. That is almost double the figure for 2019!

Still not convinced? In terms of frequency, according to a survey around a quarter said they listen to podcasts weekly and 13% even daily. Where there is demand, supply is not long in coming. So if you want to start your own podcast, pay particular attention to the positioning.

What are the advantages of a podcast?

Compared to a blog, your own show has one or two advantages thanks to the audio format:

• You go directly into the ears of your target group: as many users listen with headphones, you appear very close to them and your voice becomes your unmistakable brand ambassador.
• As it is less anonymous than a blog post, your audience will quickly build up trust in you.
• A show in which you share your knowledge enhances your expert status.
• Podcasts fit perfectly into everyday life, because we all don't have time to read long blog posts. Listening while jogging or in the car fits in perfectly.

What do you need to start your own podcast on WordPress?

Now let's get down to the nitty gritty. What do you need to start a podcast with WordPress and what are the steps from buying your equipment to publishing your first episode? I have summarized it for you in the following five steps.

Step 1: Create a concept and position your podcast

Choose the theme of your show

The most important decision is probably the theme of your show and the target group. These two points are the cornerstone of your concept and positioning. Choose a topic that suits you and that you can talk about for hours. Earning money with your own show is difficult, but not impossible.

What does that mean? Having your own show can certainly get you customer inquiries or tip the scales when a customer doesn't know who to choose. Choosing a topic for your podcast that you also deal with professionally can be advantageous in many ways.

Choose the target group for your podcast

With regard to the target group, the question arises as to whether you are making your podcast for your customers or for your profession.

A quick example: If you're a web designer, you could do a show about web design for web designers. But you could just as easily change your perspective and do something for your customers. In this podcast, for example, it would be about how you can promote your business with a website and the value of good web design.

If you make this change of perspective, your show will certainly have a much smaller target group. However, your topic is more unique and you can tailor the content of your episodes much more to the needs of your customers. Last but not least, it is more likely that some of your listeners will become customers at some point. 

Choose a name for your podcast

It only makes sense to think about the name of your podcast once you have determined the topic and target group. But before you decide, first check whether the name or something similar is already taken.

Choose the format of your podcast

Podcast shows can have different formats. You don't have to commit to one, but make sure you think about it in advance.

Solo show

In a solo show, you are the king and the sole entertainer for your audience. It requires the least effort as you have less to prepare than other formats. Example of an episode in solo format: Successful with the website.

Interview format

Podcast interviews are not only exciting, you can also quickly gain reach if you have prominent guests and they share your show. Example of an episode in interview format: The coronavirus update with Christian Drosten.

Co-hosting

With co-hosting, there are at least two of you and you talk to each other in your episodes. This often feels more lively than in a solo show. Example of an episode in co-hosting format: Mixed hack.

How often would you like to publish new episodes?

Most shows release new episodes on a weekly or bi-weekly basis. In any case, choose a frequency that you are sure you can maintain. Once your listeners have become accustomed to a certain frequency, it's disappointing if you suddenly run out of steam.

Think of an intro

The intro is basically the elevator pitch for your show. This is where you need to get across what your topic is and who your target audience is. So that it doesn't become monotonous, it's a good idea to accompany the intro with a soundtrack. 

It is important that the intro is not too long. As a rule of thumb, it should be between 15 and 45 seconds long.

Some podcasters always use the same intro and others record an individual one for each episode. The latter provides more variety but also requires a fair amount of effort. You can find suitable pieces of music in different lengths and variations at premiumbeat.com.

Design your cover

The cover of your show is also very important. A little tip: less is more. The design is a matter of taste, but here is a list of elements that you can include:

• Name of your show
• A portrait of you
• A graphic related to the topic
• Your name

In any case, make sure that the elements are still easy to recognize and read when the cover is very small. This is because the covers are displayed roughly the same size as the app icons in common smartphone apps.

Step 2: Choosing the right recording equipment and software

Equipment for recording a podcast

The right microphone

The heart of your equipment is the microphone and there is plenty to choose from. Lavalier microphones are ideal for a quick and inexpensive start. These are small microphones that you can clip onto your shirt collar. An example is the Lavalier GO from Rode.

Headphones

Wearing headphones while recording to hear yourself may take some getting used to at first, but it will help you to speak more clearly and distinctly. Good over-ear headphones are ideal for this, as you can also use them later to edit and optimize the soundtrack.

Optional equipment

Depending on which microphone you are using and where you are recording, you will need additional equipment. For larger microphones, for example, a tripod and a pop shield are recommended.

If the room in which you are recording has a strong reverberation, you can help yourself with acoustic foam mats or curtains. I recorded my first episode under a woolen blanket. It's not comfortable, but it's effective.

Software for recording a podcast

There are various programs that you can use to record your show. They all have the same basic function. You can record one or more audio tracks and cut, move, overlay etc. them later. Here are three examples:

Audacity

Audacity is open source, free and available for Mac and Windows. The user interface is very old-fashioned, but it is still a very good program for recording your episodes.

Adobe Audition

Adobe Audition can probably be described as the industry standard. The advantage is that it has many filters to improve the sound quality. If you have the Adobe Creative Cloud, you don't have to buy Audition separately as it is included.

Garageband

If you have a Mac, you can also simply use Garageband to record and edit your episodes. The program is comparatively easy to use and delivers a decent result. As a Mac user, you already have it pre-installed and it's free.

Step 3: Now it's time to rest, because you're on air

At the beginning, it's not so easy to speak freely, especially when you're talking to yourself. That's why many people find it easier to write a script for the first few episodes.

It may be time-consuming, but it will give you confidence at the beginning. Just make sure that you write the way you speak. Otherwise, it's easy to hear that you're slipping and your listeners will notice this immediately. Once you're more experienced, it's enough if you just write down key points beforehand.

Here are a few tips on recording and speaking:

• Record your episodes standing up. When standing, the air can flow better and the larynx and diaphragm are more flexible.
• Try to speak as freely as possible and be yourself.
• Always record in the same room and with the same settings so that the sound quality remains constant.

Step 4: Cutting the episodes

Once your first episode is in the can, you can take a deep breath. Now it's time to edit your recording and optimize the sound quality. You can usually use the program you used to record your episode for this. I will introduce you to a few important tools later.

Basically, it's about bringing the intro, recording and outro together and exporting the whole thing as an audio file. You can also cut out the voice overs and ehms if you want to. 

Tool to automatically optimize your audio file

If you don't want to spend a lot of time optimizing your soundtrack, you can use the auphonic.com tool. All you have to do is upload your soundtrack, make a few settings and Auphonic will do the rest. 

The tool does a pretty good job and there is a free plan. This gives you a monthly quota of 2 hours to process your audio files.

Tips if you want to optimize your audio file yourself

If you want to take the optimization into your own hands, the Adobe Audition program is suitable for this. There are many filters here that you can use to reduce background noise or make your voice sound richer, for example.

You can also outsource the post-production of your audio files

If you don't have the time or desire to edit and optimize your audio files yourself, there are plenty of freelancers who can do it for you. You can find a large selection of people who can support you onupwork.com.

Step 5: Upload your episode and make it available on Apple Podcast, Spotify, Google and Co. 

To get your finished episode out to the people, you need to upload it to your podcast host of choice. I will give you an overview of the various providers shortly.

How does the provision of a podcast work?

To make your show available in the podcast apps from Google, Apple etc., you need an RSS feed. The RSS feed of your show is available at a URL that is provided by your podcast host and is automatically updated with each new episode.

Your RSS feed only needs to be submitted once to Apple, Google and Co. The platforms will then check your feed for updates and publish new episodes automatically.

You can register on each platform yourself and create your show with your feed there. However, most podcast hosters do this automatically for you at the touch of a button. 

How do you publish a podcast with WordPress?

To publish podcasts with WordPress, you have two options:

1. You host the episodes on the same server as your WordPress site and take care of the maintenance and distribution of your feed yourself.
2. You host the episodes with a podcast hoster and integrate them into your WordPress site using a podcast WordPress plugin or iFrame.

1st option: Self-hosting and independent maintenance and distribution of your feed

Theoretically, you can host the audio files for your show on your own server. This can be the same one that hosts your website or a separate one.

If you go this route, however, you will have to take care of creating and updating your RSS feed yourself. The WordPress podcast plugin PowerPress from Blubrry does this for you and also has lots of useful features. 

Advantages and disadvantages of self-hosting

Advantages

• No additional costs due to special podcast hosting.
• You have full control over your feed.

Disadvantages

• You also have to take care of the maintenance of your RSS feed.
• If you have a lot of subscribers, this is at the expense of your bandwidth.
• As the number of episodes increases, so does the amount of memory required.
• Reading the statistics is very difficult.

In summary, this variant is less attractive from my point of view. This is because it is the most time-consuming and, above all, the statistics, such as the number of downloads, subscribers, etc., are not available. 

2nd option: Use of a podcast hoster

There are special podcast hosting providers that offer many useful features in addition to storing your audio files and creating your feed. Some of these features are aimed at simplifying the process of post-production and publishing your episodes.

Advantages and disadvantages of using podcast hosting

Advantages

• Partially automated post production of your audio files using services such as Auphonic.com.
• Partial automatic transcription of your episodes (automatic creation of a text version from your audio file).
• Publish your podcast on various platforms with just one click.
• Easier to set up than self-hosting solutions.
• Detailed statistics on the user behavior of your listeners.
• Integration of useful tools for marketing your podcast.

Disadvantages

• You will incur additional costs.
• The features between the individual podcast hosts differ greatly, which makes the selection a little difficult.

Although you have to pay extra money for a podcast hoster, this option is the most attractive for me. The few euros a month save you time and nerves and you also get useful features for processing and marketing your podcast.

Most podcast plugins for WordPress follow more or less the same principle: 

1. You upload your episodes to your podcast host.
2. Then create a new post for the episode on your WordPress page.
3. The plugin already pulls the most important information from your podcast's feed and makes it available on your website.

The interesting thing is that some podcast plugins have detailed settings. For example, you can use these to control exactly what information from your feed should be displayed where and how.

Another plus point of the plugin solution is that they have integrated audio players whose styling you can then adapt to the design of your site as you wish.

Publishing your episodes via iFrame

Not all podcast hosters offer their own WordPress plugin, or perhaps you want to keep your website as lean as possible. In this case, you can simply integrate the audio player of each episode into your website via iFrame.

Which podcast hosters are there?

Castos

Castos is characterized by interesting features. For example, you can create customized audiograms and automatically post your episodes on YouTube. 

Castos also has its own WordPress plugin, which you can find here: Seriously Simple Podcasting. You can also use the plugin if you host your episodes elsewhere.

Libsyn

Libsyn is one of the oldest and most widely used podcast hosts. The low entry price of $5 and features such as paywalls and the additional hosting of video, PDF and text files are interesting.

Libsyn also provides a plugin for WordPress, but this only works in combination with hosting with them: LibsynPublisher Hub.

Blubrry PowerPress

Blubrry is another podcast hoster and is behind the PowerPress podcasting plugin. According to its own information, PowerPress is the most frequently used solution for WordPress. With its numerous features, it is very flexible and scores particularly well in terms of SEO.  

Particularly interesting: You can also use PowerPress with your own feed. Find out more here: PowerPress Podcasting Plugin by Blubrry.

Podigee

Podigee is the only German podcast hoster in this list. In terms of data protection, the provider scores with sample clauses for your privacy policy and you don't have to search long for an AV contract or ask for support. Speaking of support: this is of course also available in German. 

There are also useful features such as audio optimization by Auphonic and automatic transcription of your audio track. Another interesting feature is the option to have the post-production done manually by professionals.

How can you increase your reach with your podcast?

Publish your podcast on as many platforms as possible

Most users listen to podcasts on their smartphone. However, in addition to the in-house plugins from Apple and Google, there are also platforms such as Deezer, SoundCloud and Spotify.

On most of these platforms, you should be able to publish your show with just one click in the backend of your podcast host. For the rest, you can register manually and submit your podcast feed. Even though most users listen via the Apple and Google platforms, you shouldn't ignore the potential of the others.   

Use your podcast to build a newsletter

Of course you can inform people about new episodes in your newsletter. But very few people will subscribe to your newsletter to find out about new episodes. After all, these appear automatically in the podcast app. 

However, you can only withhold further information such as checklists and transcripts from your newsletter subscribers. This gives your listeners an additional incentive to subscribe to your newsletter.

Post your episodes on social networks

Podcast episodes are great for posting on social media such as Facebook, LinkedIn and Instagram. A video is even better than a picture and a link to the episode. 

Creation of audiograms with Headliner

Audiograms work very well here. With an audiogram, a video is made from the audio file of your episode. The cover of your episode serves as the visual material, which can be spiced up a little with different elements.

A suitable tool for this is headliner.app, which you can also use free of charge with appropriate co-branding.

Invite other podcasters for an interview and become a guest yourself

Another method you can use to increase the reach of your podcast is to invite interview guests. If they are podcasters themselves and you have similar target groups, the combination is perfect. 

This way, you and your guests can benefit from each other's reach. You can also invite yourself as an interview guest on other podcasters' shows. This way you can attract the attention of new potential listeners.

Of course there is also a platform for this. HalloPodcaster brings experts and podcasters together. You can use HalloPodcaster in two ways:

1. You can list your podcast and attract the attention of potential interview guests.
2. You can register yourself as an expert and thus make yourself available to others as an interview guest.

Conclusion

Podcasts are not only becoming increasingly popular with consumers, but also with content creators. For content creators, podcasting is interesting because it takes comparatively little time to produce new episodes. With a little practice and structured processes for publishing new episodes, podcasting takes less time than blogging.

There is a wide range of options for production and delivery to suit every budget. However, the marketing of your podcast is crucial. Sitting around and waiting for listeners is unlikely to be very promising. Personally, I remain curious to see where the journey will take us and how the topic will develop in the coming years.