There are three common questions associated with podcasts. Do they engage with audiences like they supposedly do, do they provide an alternative platform that works for brands as much as they do for individuals, and are they worth the investment? The short answer is yes for all of them, but it does require work to make your podcast a success.

Podcasting takes dedication. As a PR person who works closely with influencers, I’m often asked why vloggers, podcasters and streaming stars earn so much money. The reason is because, contrary to belief, it is difficult. You need to be structured, have a plan and a reason for what you are doing, otherwise it is pointless and that shows.

If you’re planning to start a podcast, whether that be a hobby for yourself, a group or a brand marketing strategy, the worst thing you can do is buy all of the gear in excitement and not have an idea of what content you want to create or message you want to get across.

Before you dive straight in, think about WHY you are creating a podcast. Is it so you can rant about things that annoy you in life? Do you want to give advice or talk about a topic that interests you? If it’s for a brand, make sure you give your podcast some sort of meaning and make it feel worthy. All of these things will help you to establish who your target audience is so you can create the correct content.

Once you know the why, then start thinking about the how. How many podcasts do you want to create in a month? How do I create the content I need? How do I get started?

Start by planning your first set of sessions. Here is a good time to think about how often you want your podcasts to go live (every day, once a week, bi-weekly or monthly). You do not need a full script but at least have a calendar that highlights what topic areas you want to cover in each podcast. Research your topic and check out the competition. If you’re going to talk about a specific subject, make sure you know all the facts and make sure you’re not repeating someone else.

A good example of a podcast done properly in enterprise terms is Dan Murray-Serter who started a podcast called Secret Leaders, which is now one of the biggest business podcasts on iTunes.

Everyone has to start somewhere and finding the right environment to record your content is tough. Dan created his first podcasts under his duvet to help drown out any background noise. Thankfully there are some good microphone options out there that allow you to record at home, without the need of a studio.

Check out Blue Microphones, the creators of the Yeti mic, which millions of podcasters and streamers use worldwide. Yes, I am biased and yes, Blue is a client of mine but I know how great these mics are — they’re worth every penny and you will not be disappointed with the studio-quality audio it gives you. Also think about the software you want to use. There are free options out there to get you started, such as Audacity.

The things to remember when creating your podcast:

1. Think about your content, the message and meaning — WHY are you podcasting
2. Plan, plan and then plan some more
3. Get the gear — check out Blue Microphones
4. Practise using some free software solutions first to get started. Listen back to what you have recorded. Be critical, what makes you different? Establish your own style and voice
5. Keep up the enthusiasm! You will not be an iTunes or SoundCloud hit straight away. It will take time. To help build your following push the podcast on social media and video yourself recording each podcast — which gives you another medium to work with. Collaborate with others and do things that will engage with your audience.