Two years ago, we launched the Almost Productive podcast with curiosity, a few microphones and a whole lot of enthusiasm. Our goal was to make marketing more accessible by sharing our expertise while also gaining hands-on experience to guide clients starting their own podcasting ventures. Since then, we’ve had plenty of laughs, learned a ton and discovered what it really takes to keep a show going. To celebrate our two-year milestone, we’re sharing a special Q&A with our hosts and lead producer. Whether you’ve tuned in since day one or you’re just meeting us here for the first time, consider this a behind-the-scenes peek at the highs, hiccups and lessons of creating a podcast.

1. What’s been the most unexpected part about hosting/producing a podcast? 

Shawn: Honestly, just how hard it can be to talk and not trip over your own words or thoughts. You’d figure that since we all talk all the time, it wouldn’t be an issue, but it takes a surprising amount of effort.

Julie: Hosting/podcasting in general: How many awkward pauses there are when we speak. In conversation, we don’t notice them, but in a podcast recording, even a split-second break can sound off. We’re lucky because Nick is an awesome editor who makes us all sound better in post-production! Hosting/podcasting our show in particular: How much we negotiate simple “would you rather” questions. If you’re familiar with the show, you know we often spend more time asking follow-up questions to hypothetical scenarios, like winning the lottery, than answering the original question.

Addie: The amount of prep work! I love to yap, so I figured doing so behind a mic would be a breeze, but when I’m hosting, outlining the episode’s structure helps everything flow more naturally and smoothly.

Nick: How simple it can be to get started. It took work to get the pieces together, but a lot of accessible information and free tools are available to learn how to record, edit and distribute a podcast.

2. What’s the biggest lesson you’ve learned about hosting/producing a podcast? 

Shawn: Guessing how long it will take to cover a topic is hard to estimate. Sometimes we get through things faster, and I feel like we need to fill time. Other times (more often), we go way longer and then have to make big edits. 

Julie: One thing I’m still learning is how to find a balance between scripting and outlining. I don’t want to sound too wooden, but I also need direction on what I want to say, certain points I want to touch on, etc.

Addie: Promotion is key. You could record the funniest, most informative or unique podcast known to humankind, but if you don’t get the word out, nobody will ever hear your message. We’ve tailored our promotional approach over the years and keep a close eye on monthly metrics to pivot when needed. 

Nick: I’ve learned quite a bit about audio equipment — from the microphones to the audio interface. Also, figuring out the best workflow for post-production. It took a couple episodes to work out some of the kinks.

3. Which episode or moment from the podcast stands out to you most? Do you have a favorite?

Shawn: I think the first episodes stand out most since it was so new. It was a great feeling — like we were really doing it and doing it well. Any episode where we get to complain is my favorite.

Julie: I am not good with “what’s your favorite ___” questions! I have favorites as a host (Insurance Commercial Showdown), favorites as a team member (Local Commercials), favorites that were plain old fun (Pet Peeves) and favorites where I learned more about an aspect of marketing that I don’t normally encounter in my day-to-day work (Online Accessibility).

Addie: I’m a competitive person by nature and a huge football fan, so the Marketing Olympic Games episode and the Super Bowl Commercials episodes hold a special place in my (fanatic) heart.  

Nick: I enjoy hearing the wonderful sponsorship ads. It’s amazing they let us add the music and sound effects to the piece. Plus, it’s fun finding the right music bed to fit our sponsor’s tone.

4. What do you enjoy most about hosting/producing the podcast?

Shawn: Creating and participating in our sponsor bits and banter segments. I look forward to them every time.

Julie: I love our sponsors. We’ve had so many great companies behind the show from the beginning. That’s a joke — kind of. Each episode features a fake sponsor. I relish the silliness that goes into crafting those commercials.

Addie: Giggling with the rest of the Almost Productive team. I always look forward to recording dates because I know Shawn, Julie and Nick will make me laugh out loud throughout the session. It’s a definite mood-booster. 

Nick: I enjoy being on the set and recording the podcast. I didn’t come from a marketing background, so it’s been helpful to listen and learn marketing ideas and lessons from my co-workers.

5. Has hosting/producing the podcast taught you something about the marketing industry you didn’t know before?

Shawn: Just about every episode I don’t host contains something new to me. I think each host having different specialties gives us a diverse set of topics. 

Julie: I’m blown away by some of the metrics around this medium. It’s such an effective engagement channel — for podcasters and advertisers alike. Brands that don’t have the bandwidth to launch their own podcast should consider advertising in this space.

Addie: Since Shawn has a different area of expertise than I do, I’ve learned a lot about website strategy and accessibility from him. Julie always brings receipts, so she’s taught us all interesting statistics. As our producer, Nick makes us sound good, and hearing a little about his process has been eye-opening. 

Nick: Yes, producing a podcast has taught me more about marketing. Like I mentioned before, I didn’t come from a marketing background, so it’s helpful to listen to Shawn, Julie and Addie’s expertise in their respective areas.

6. What advice would you give to someone about to start a podcast?

Shawn: Get a comfortable setup and decent equipment at a minimum. Then: You can’t overprepare enough for the first few episodes. It takes a while to get used to everything and find a rhythm, so having excessive notes, outlines, etc., is very helpful. 

Julie: A lot of people think about the kind of podcast they want to create, but they don’t always think about how to market the podcast. So much strategy goes into it beyond just recording a show. There’s a lot of prep involved, from production rhythm to promotion. You don’t have to have all the answers, but think through at least some of those strategic and promotional questions before sitting behind a mic.

Addie: Consider who else needs to be involved (co-host, editor, marketer, etc.) and the logistics. How often will you record? Who will outline the episodes? What will be your release schedule? How will you market the podcast and reach your target audience? Put structural pieces in place before you book a recording session. 

Nick: If you like to talk about a niche subject you’re passionate about, I’d say start one and see if you like it. And be consistent with your release — whether it’s weekly, monthly or bi-monthly. Is podcasting very saturated? Sure. But it’s still a (relatively) cheap way to promote yourself or your brand, product or service.