Creating a podcast - dos and don'ts during production
Podcasts are booming - and not just since yesterday. Whether on the way to work, doing sport or relaxing on the couch: audio formats have established themselves as a permanent fixture in media consumption. No wonder more and more companies want to get started with their own formats. But how do you get off to a good start? What are typical mistakes - and when is a video podcast even worthwhile?
We show you what you should bear in mind when creating a podcast - with practical tips and a clear focus on corporate communication.
🎹 Not all podcasts are the same - formats & content at a glance
Entertainment & Storytelling
Formats such as "Gemischtes Hack" or "Fest & Flauschig" rely on personal conversations, humor and a high entertainment value. They thrive on personalities and spontaneity.
True Crime, Knowledge & History
Whether "Zeit Verbrechen", "Geschichten aus der Geschichte" or "Der Podcast mit der Maus " - strong content formats with a clear structure and good storytelling captivate listeners over many episodes.
Specialist and niche podcasts
These are aimed at a specialized audience, e.g. tech enthusiasts, marketing professionals or doctors. Here, quality counts more than quantity.
Corporate podcasts - targeted content with strategy
A company podcast can be many things: expert interviews, employee portraits, customer stories or a mini-series on industry trends. The aim is to build trust, show expertise - and remain approachable.
Example: An IT service provider could regularly publish short episodes in which tech trends are explained in an understandable way or customer projects are presented.
🚀 Why start a podcast at all?
- Target group-oriented approach: Podcasts pick people up exactly where they are - with topics that really interest them.
- Offer added value: You position yourself as an expert and create trust.
- Content recycling: Audio formats are great for integrating into blog articles, social media snippets or newsletters.
- Customer loyalty & employer branding: Podcasts can have an external impact - or be used internally in a targeted manner.
✅ The Dos - What you should consider when producing a podcast
Planning is everything
Spontaneity often only works if it is planned. Define your target group, determine topics and format - and develop an editorial plan.
Rely on good equipment
A clear sound is a must. Invest in a good microphone (e.g. Rode NT-USB or Shure MV7), use headphones and pay attention to the room acoustics.
Professional post-processing
A clean cut, harmonious transitions, pleasant volume - that makes all the difference. Use tools such as Audacity, Reaper or professional help (e.g. from TVTmedia).
Clear structure & storytelling
Every episode needs a central theme. Start with a strong introduction, develop the content of your topic and end with a takeaway.
Reach through clever distribution
Publish your episodes on Spotify for Podcasters, Apple Podcasts & Co. Use social media, newsletters or landing pages to create visibility.
❌ The don'ts - avoid typical mistakes
Get started without a strategy
Just record and see what happens? Not a good idea. Without a concept, your podcast will remain invisible.
Poor sound quality
Reverberation, noise or flat audio are off-putting - even with exciting content.
Monotone language
Speak freely, be lively - no PowerPoint-style presentation! 😉
Irregularity
Publish at fixed intervals. Otherwise you will lose listeners faster than you can say "hello".
No promotion
No visibility, no reach. Plan time for marketing - or get support from professionals.
🎥 When a video podcast makes more sense
Audio vs. video - which is better?
While audio formats are ideal for on the go, video attracts additional attention - especially on platforms such as YouTube or LinkedIn.
More visibility through moving images
With a video podcast, you make yourself and your company visible - literally. You show emotion, personality and authenticity.
Professional appearance for your business
A visual format is particularly worthwhile in the B2B context: interviews with executives, behind-the-scenes or product presentations. View our references
More effort - but it's worth it
Camera, editing, lighting - yes, that's an extra step. But with the right setup, you get significantly more reach and engagement.
🧹 Conclusion
A podcast is more than just a nice audio format - it is a content machine that creates reach, expertise and proximity to the target group. With a clear strategy, good technology and exciting content, you can achieve a lot - whether as an audio or video podcast.
Our tip: If you want to enter the world of podcasts professionally, get in touch with us. We'll support you from conception to post-production - and make sure that your podcast is not only heard, but also seen.