Lately, I can’t open Spotify without getting decision fatigue. Between the interview roundtables, daily news recaps, and self-improvement deep dives, there are just so many podcasts. Hundreds for any and every purpose you could think of.
They all help me stay sharp on marketing trends, up to date on the news, laugh at chaotic Reddit drama, and feel like I’m in on an inside joke with Amy Poehler.
But I want to enjoy my walks without toggling between 12 half-listened-to episodes. More often than not, I end up staring at my screen for too long, overwhelmed, and just take the dog out with nothing but the sound of birds chirping around us. I’m not mad about that part, it’s lovely.
But here’s the thing: I love content. I work in marketing. But we’ve crossed a line, haven’t we? Not everything needs to be a podcast. Or a blog post. Or a five-part video series.
So if you’re thinking about starting a podcast for your brand (or yourself), let me offer some questions to help you decide if it’s actually worth it:
1. Do you know who you're talking to?
It’s tempting to just start talking and hope it resonates. But if you can’t clearly describe your target listener, what they care about, where they listen, what they’re searching for, you’ll have a hard time making anything stick.
2. Do you have something new to say, or just a new way to say what’s already out there?
If you’re covering the same topics everyone else is (looking at you, “how to build a brand” episode 304), how will yours stand out? A unique POV is more valuable than a clever title.
3. Do you have the time and energy to commit to it regularly?
A one-off podcast is like a one-off gym visit: better than nothing, but not very effective. Audiences want consistency. If you’re not ready to show up weekly (or at least monthly), consider a different format.
4. Do you have the right equipment?
Bad audio quality will turn people off faster than a boring guest. You don’t need a studio, but you do need more than your laptop mic. Especially if you’ve got a loud and needy dog like mine.
5. Is a podcast the best format for your idea?
Some topics are better suited to quick blog posts, visual content, or good old-fashioned emails. Don’t default to audio just because it feels trendier or more personal.
6. What's your goal?
Thought leadership? Lead gen? Entertaining a niche audience of kombucha drinkers who also love spreadsheets? Get clear on this, because “we should have a podcast” is not a strategy.
7. Most importantly: Do you enjoy it?
If you hate the sound of your own voice, don’t want to interview people, and dread editing, that’s your sign. You don’t have to force it. There are other ways to connect with your audience.
OK, but what if you do want to start one?
If you made it through those questions and still feel excited, amazing. Here are a few things to set yourself up for success:
1. Set up for video, too
Most podcasts today are recorded on video, even if it’s just for clips. A decent webcam, a ring light, and a clean background can go a long way. Video expands your reach across platforms like YouTube, Instagram, and TikTok.
2. Batch your recordings.
Try to record a few episodes at once so you’re not scrambling every week. This makes the workflow more manageable and makes it less likely that you’ll quietly fade out after episode six.
3. Create a repeatable format.
Listeners love structure. Whether it’s segments, a consistent intro, or signature questions, repetition helps build connection (and makes editing easier).
4. Promote it like it’s your job.
Just hitting “publish” isn’t enough. Create clips, pull quotes, and write summaries. Use email, social, and your website to drive listens.
5. Keep it simple at the start.
You don’t need to launch with a fancy multi-camera setup, music licensing, and a 30-person guest list. Start lean. Focus on value and clarity. You can always upgrade later.
In Summary
I know this sounds like a blog post about why we shouldn’t blog or podcast, which, I get, is very “dog chasing its tail.” But sometimes, it’s worth zooming out and asking: Is this truly helpful, or just more noise? Especially if there’s something else you’d rather be doing.
The world doesn’t need more content. It needs better content. And sometimes, better means fewer things with more intention.
And if you do decide to launch that podcast? I’ll cheer you on. Just don’t expect me to listen to every episode. I’ve got 25 other podcasts queued on my auto-download list.
