The Mayoral Dispatch
The Unfiltered Podcast
A Step-by-Step Guide to Launching a Show That Matters (and Makes Money)
This interactive guide, based on the expertise of award-winning host Joshua T. Berglan, transforms the process of launching a podcast into an explorable journey. Navigate through the key stages to build your platform from the ground up.
Step 1: Define Your Niche & Message
Every impactful podcast begins with a clear vision. This first step is the soul of your show. Before you think about a microphone, you must define who you're speaking to and what unique perspective you bring. Your authenticity and passion are what will ultimately connect with listeners and build a loyal community.
🎙️ Find Your Passion
What topics genuinely excite you? Your enthusiasm is infectious and will be your greatest asset for long-term motivation. Brainstorm core interests and areas where you can speak with authority and passion.
🎯 Define Your Audience
Who do you want to reach? Create a 'target persona'—a detailed profile of your ideal listener. Understanding their needs, interests, and pain points will shape every piece of content you create.
💡 Craft Your Unique Angle
What fresh perspective can you offer in a crowded space? Don't be afraid to be vulnerable. A narrow, specific focus (e.g., "for female entrepreneurs in tech") is often more powerful than a broad one.
Step 2: Build Your Podcast Toolkit
You don't need a Hollywood budget, but investing in quality where it counts—clear audio—is non-negotiable. This section helps you explore essential equipment and software. Use the filters to find the tools that best fit your budget and needs, from beginner-friendly setups to professional-grade gear.
Step 3: Structure Your Show
A consistent structure keeps listeners engaged and coming back for more. It acts as the blueprint for your content. Here, you can explore common podcast formats to see which fits your style and learn the key components of a well-crafted episode.
Choose Your Format
Step 4: Host & Distribute
Once your audio is ready, you need a home for it on the internet and a way to get it into listeners' ears. This involves choosing a hosting service and submitting your show to major directories like Apple Podcasts and Spotify. This section breaks down the process.
The Distribution Flow
The process is simpler than it sounds. Your podcast host generates a special link called an RSS feed. You submit this single link to all the directories, and they automatically pull your new episodes whenever you publish them.
to your Podcast Host
A single link with all show info
Apple, Spotify, etc.
On their favorite app
Step 5: Monetize Your Podcast
Turning your passion into a sustainable endeavor is possible by diversifying your income streams. From ads to direct listener support, there are multiple avenues to explore. This section provides an overview and tools to estimate potential earnings.
Ad Revenue Potential
Advertising is often priced on a CPM (Cost Per Mille, or cost per 1,000 downloads) basis. Mid-roll ads, placed in the middle of an episode, command the highest rates. Use the calculator below to estimate potential earnings.
Average Ad CPM Rates
These are industry averages. Rates can vary based on niche, audience engagement, and ad type.
Step 6: Promote Your Podcast
Creating great content is only half the battle. Getting your show discovered requires a consistent and strategic promotion plan. This involves leveraging social media, collaborating with other creators, and optimizing your show for discoverability.
Your Promotion Checklist
Create visual assets like audiograms and video clips for platforms like Instagram and TikTok.
Tap into existing audiences by appearing on shows within your niche. Use platforms like Matchmaker.fm.
Cross-promote by inviting guests who have their own audience and will share the episode.
Create a direct line to your most engaged listeners, independent of social media algorithms.
Use relevant keywords in your titles and descriptions, and publish transcripts for search engines to find.
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