Modern Marketing: 10 Tips for Podcast Beginners

As podcasting regains popularity and storytelling becomes more and more important for brands, the platform is proving to be a useful tool to reach audiences. Your customers can…

modern marketing podcast

As podcasting regains popularity and storytelling becomes more and more important for brands, the platform is proving to be a useful tool to reach audiences. Your customers can learn various skills and tips on their own time, often while multi-tasking, which is a large part of the appeal for listeners.

The American Chemical Society recently hosted podcasters Sarah Crespi, the Senior Multimedia Producer at Science and host of the Science Magazine Podcast, and Amanda McLoughlin, co-host and producer of Spirits, a podcast about mythology, legends and lore. They shared with us their tips for successful podcasts, and we synthesized their advice for the marketer thinking about starting their own series.

So if your company has been considering a podcast as a marketing tool but hasn’t been sure how to start, here are 10 tips we learned from the experts:

1. Invest in audio equipment. Podcasts are solely audio files. If you don’t have good microphones or editing software, your podcast is going to be very difficult to listen to. Make sure you’re producing high quality audio.

2. Have a back up. If you have guests on your show and they aren’t in the studio with you, make sure you ask them to record the conversation on their end, too. This will help with the editing process because you will have clear audio from both speakers, – and if something happens to your own audio, there will be another version to rely on.

3. Have a unique take on something you understand. If you’re struggling to come up with a topic, stick to what you know. That being said, don’t repeat what’s already out in the world. Find an angle you can take that hasn’t been done before to give people a reason to listen to your show.

4. Know your audience. Hand in hand with tip #3: Make content for your listeners. It will keep them loyal and make them more likely to share your content with friends. If you try to make your content more general to appeal to a wider audience, it may backfire and cause you to lose your current listeners – and without gaining new ones.

5. Always convey information. And tell a good story. – begin your point with an anecdote. Make it part of a bigger lesson or overall tip. People are coming to your podcast to learn something, so use your platform to convey useful information to keep people coming back. But keep in mind an anecdote could be a good way to keep your audience engaged, but should not carry the podcast.

6. Have good pacing. Don’t try to talk too fast or slow to meet time requirements. Keep your pace natural and conversational. Also pay attention to the pace of the topic itself. Make sure there are transitions between ideas and that they are flowing naturally from one component to the next.

7. Be engaging. Easier said than done. In podcasting, the important thing to remember here is to have a conversational tone, but be enthusiastic about your subject. Unlike videos, podcasts don’t have visual aspects, so your voice is carrying the show. Allow your personality to shine through.

8. Duration matters. Most people don’t want to listen to something that’s an hour long – and often, as our speakers argued, your podcast really does not need to be an hour anyways. Be generous when editing your material. Remember to “kill your darlings,” – meaning have someone else listen to your draft and tell you what can be cut. You may be too close to the episode to do it yourself.

9. Release transcripts. If you upload your podcasts to YouTube, it will automatically generate transcripts, but not every platform has this capability. Transcripts are useful for people who are skimming your content, want to cite it, or are deaf or hard of hearing but are interested in your show.

10. Be regular. The most important thing when starting a podcast is to keep it regular, so have at least three episode ideas ready to go before you execute your first one. Even if you have a great start, if you wait six months to release your next episode, you’ve already lost your listeners. Create a publishing schedule and stick to it. This is also the point to make if you’re tasked to create a podcast, but your team simply isn’t ready yet. If you don’t have the resources to be consistent, it’s reason enough to hold off.

Building the Business Model

The tips above will help you with your audience, but our speakers also relayed advice and best practices on the business model.

Do you need advertisers to sign on before you can launch your series? Acquiring advertisers is usually a difficult task, because an advertiser likes to see that you have an audience – and a growing one at that. Our speaker said the magic number tends to be about 10,000 monthly subscribers before sponsors start to take interest.

In your outreach, remember it’s important to find sponsors interested in your audience, so both you and the sponsor are advertising to the right people. Podcasting is storytelling in all forms, and more often than not, that applies to the ads your listeners will be hearing as well. If it’s not a story that’s relevant to the show they’re currently listening to, it may not be as successful as you – and your sponsor – needs.

Outside of sponsorship, you can offer your podcast as a paid subscription, and then offer perks. You can release episodes early to paying members, record mini episodes to be released between the regular ones, or release a director’s commentary version where you walk through certain decisions or processes.

If you’re having trouble finding sponsors, try sites like Midroll or Advertisecast that find them for you.

Learn by Example

Many companies have podcasts, and they all have their own takes. General Electric has a podcast called The Message, which tells a fictional story of someone trying to decode a 70-year-old message from aliens. Microsoft has two approaches to podcasting. In 2013, Microsoft launched a podcast called Microsoft Cloud Show to keep listeners updated on everything going on with Microsoft 360 products – and it still airs today. The other, .future, isn’t focused on specific products, but touches on tangential themes and trends, such as digital health or privacy.

If used correctly, podcasts can be great marketing tools. They can offer different insights on companies or teach people tricks of the trade. Even if you’re just testing the waters, you should still have a strategy in order to ensure your success, – and build real relationships with your audience.


About the Author: Maya Pottiger is a Marketing and Publications intern with the American Chemical Society and the C&EN Media Group. She earned her Bachelor of Arts in journalism and a minor in French from the University of Maryland. She aspires to be a political journalist in Washington, D.C.

Start generating more leads today!

Sammi Wang headshot

Sammi Wang

Account Manager
sammi@echinachem.com

Sammi is the General Manager China of eChinaChem, where she has worked since 2005 and previously served as Vice President and Sales Manager. eChinaChem offers news media, conferences and events, as well as education and training services in the chemical, pharmaceutical, and healthcare sectors in China. Before eChinaChem, she worked at GlobalSources as an Account Executive. Sammi received her MBA from the University of International Business and Economics and her undergraduate degree from Yantai University.

Sales Territory: China 

Kyra Luttermann Headshot

Kyra Luttermann

Account Manager
kl@intermediapartners.de

Kyra Luttermann is an IT & AI Specialist with a strong academic background, complemented by deep knowledge in Philosophy. She holds advanced training from the University of Oxford in Artificial Intelligence. Kyra excels in AI prompting, consulting, and sales, effectively helping customers reach their target audiences. Since joining IMP and ACS in 2023, she has been instrumental in advancing ACS’s mission, representing the next generation of innovative leaders in the field.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

Uwe Riemeyer Headshot

Uwe Riemeyer

Uwe Riemeyer is a seasoned Global Media Specialist with over 25 years of experience in media sales, consulting, and planning, primarily for the global chemical industry. Since 1997, he has been affiliated with ACS and operates his own successful media business in Germany. Uwe’s expertise spans all B2B industry segments and related media outlets, supported by a solid foundation in economics and an initial career in the automotive industry. His comprehensive knowledge and strategic insights make him a key player in media planning and consulting.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

Jim Beckwith Headshot

Jim Beckwith

Account Manager
j.beckwith@jgeco.com

Jim Beckwith brings his skills to ACS after a lengthy media consulting career in both for-profit and non-profit media. He specializes in helping advertising partners “connect the dots” between their marketing/lead generation objectives and the wide range of opportunities in the ACS Media portfolio. Jim works with advertisers based in the Southeast and Eastern U.S.

Sales Territories: US East Coast and Southeast 

Beth Kurup Headshot

Beth Kurup

Beth Kurup is an Account Manager based in Los Angeles, California. She handles marketing programs for clients in the Western United States. Beth’s media and marketing background aid her in creating strategic plans for clients with a focus on details and meeting objectives.  

Sales Territory: US West Coast Sales

Pete Manfre Headshot

Pete Manfre

Account Manager
p_manfre@acs.org

Except for a brief hiatus in 2022, Pete Manfre has been a fixture at ACS since 2015, helping clients navigate the complex B2B digital landscape. Over the years, Pete has gained the trust of many science marketing leaders with his honest and straightforward approach. His unique insights and expertise have benefitted the small companies looking to gain traction with new potential customers and the well-known industry brands looking to elevate their thought leadership and capture bigger market-share.

Sales Territories: ACS Meetings Exhibition and Sponsorships (ACS Spring, ACS Fall and Pacifichem) 

Chris Nolan

Chris Nolan

Chris Nolan has been creating solutions for C&EN and ACS advertisers since 2017. After growing the western US territory to $1.6M from $800k, he was promoted to national sales manager in 2021. He is based in Chicago and covers the central US and Canada. His background in media solutions includes successful production for such well known global media brands as Fortune, INC, Fast Company, The Nikkei, the FT, and The Globe & Mail.

Sales Territories: US Midwest and Northeast East Coast; Canada; Australia; New Zealand and South America

Mariam Agha 

Account & Marketing Manager
CENBrandLab@acs.org

Mariam is an account manager here at C&EN BrandLab. She works with our clients, art and production teams within C&EN to deliver effective ad campaigns. 

Jordan Nutting Ph.D.

Senior Editor
CENBrandLab@acs.org

Jordan is a Senior Editor at C&EN BrandLab. While earning her Ph.D. in chemistry she also pursued her passion for writing and communication, including a stint as a science reporter during the COVID-19 pandemic. She now funnels her love of words and chemistry into creating compelling science stories and content.

Jesse Harris

Senior Editor
CENBrandLab@acs.org

Jesse Harris is a Senior Editor at C&EN BrandLab. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.

Shane M Hanlon Ph.D.

Executive Editor
CENBrandLab@acs.org

Shane leads BrandLab’s strategic initiatives and projects. As a conservation biologist turned science communicator and storyteller, Shane brings years of creative and relationship-building experience to BrandLab from his work in the federal government, the National Academies, and scientific membership nonprofits. He is an adjunct professor at the University of Pittsburgh, from which he obtained his B.S. in Ecology and Evolution, and holds a Ph.D. in biology from the University of Memphis.

Heather Lockhart-Neff 

Account & Marketing Manager
CENBrandLab@acs.org

Heather co-leads account management at C&EN BrandLab. She utilizes efficiency and strategy when working with our clients and production teams within C&EN to deliver effective and engaging campaigns. Heather has a passion for telling dynamic stories through multimedia communication channels and brings creativity, curiosity, and charisma to BrandLab partnerships. She obtained her B.S. in International Relations from The College of Wooster in Ohio. 

Cynthia Graham-Tappan 

Managing Director, Sales Strategic Partnerships
CENBrandLab@acs.org

Cynthia Graham-Tappan is an accomplished sales leader with over 15+ years’ experience leading global B2B sales teams within the publishing & media industries.  She has held executive positions with The New York Times, Dow Jones, Agence France Presse, Hearst Corporation and currently oversee Sales & Strategic Partnerships for ACS.   Cynthia has a proven expertise in crafting strategic partnerships, steering high-performing sales teams, and propelling revenue growth. Cynthia also has extensive experience in performance management, market research, digital media monetization, and business development.

Cynthia received her B.S. degree from Towson University and recently completed Executive Education courses with The Yale School of Management and London Business School.  Cynthia resides in Maryland with her husband, and she is a proud mom of four kids.

Kenneth Phan 

Creative Director
CENBrandLab@acs.org

Kenneth is a creative leader with 20 years of experience in in-house and boutique design agencies. He is currently senior creative director for the American Chemical Society’s marketing and communications team. Previously, he was senior creative director for ACS Publications, an international scientific publisher that serves chemistry and related sciences. Kenneth is passionate about translating client business goals into impactful and innovative advertising solutions. Under his leadership, ACS has won numerous awards and accolades for its exceptional design work.