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Ingrid van den Nieuwenhof

Published on

July 8, 2020


digital, podcast

Podcasts are becoming increasingly popular, with more and more brands seeing the value in audio. But how do you get started with an episode or even an entire series? LEWIS’ Ingrid van den Nieuwenhof offers some advice.

Podcasts are very hip right now (yes, I’m in my forties). Whatever subject you think of, there’s probably already a podcast about it. At LEWIS, we’ve been practicing what we preach with our very own podcast series, The 360, where we dive into all things PR and marketing (and if you speak Dutch you could also tune in to our LEWIS Talks series). But what makes a good podcast?

First of all, you need to think carefully about where your expertise lies. It’s much easier to talk about a subject you know a lot about. Preparation is everything, and if you get it right you’ll be able to create a great podcast. Now we just need to get you those listeners…


Start by determining your target group and make sure they will benefit from your podcast. For example, you could share tips or tell the audience more about a topic that interests them. By doing this you can offer the listener added value and they are more likely to listen to the next podcast episode. Avoid time-sensitive information as much as possible and try to create ever-green content. This will ensure your episode makes for a good listen weeks, or even months, after you release it.

Getting started

Make sure to listen to some podcasts first to get a sense of  what others are doing, particularly within the area you’d like to talk about. Then determine a topic for your first podcast. If you want to make a series, make sure that you have an overarching topic to which you can link other topics.


Every podcast might sound like a conversation that runs completely smoothly, but make no mistake about how well planned these conversations are. Beforehand, the speakers (and possibly the interviewer) first write a script. There has to be a storyline running throughout the episode, otherwise it quickly becomes messy and people may start talking of each other. Needless to say, that does not work well. Make sure you are well prepared and know which questions to answer but try not to lose the feeling of natural conversation. And don’t forget, the editor can still cut and edit bits before the podcast goes live.


If you’re going to make a podcast that is longer than half an hour, you need to make sure you give the listener a very good reason to listen. In my view, it is better to opt for short sessions so that the target group can learn about a subject quickly and concisely. If you have a very extensive topic, focusing the conversation and going into real depth can be interesting for certain topics. A good example of this is TED Radio Hour, where the world’s greatest thinkers speak about the most diverse subjects.

Interaction and passion

Listening is different from seeing, so it’s important to use your voice well and speak passionately about your chosen subject. This is how you can make the listener feel more involved with the conversation. It is also smart to do the podcast in an interview format. By doing this, there is interaction and the speakers can bounce off each other and ask questions. This often keeps the listener engaged for longer.


When your podcast is ready, you’ll want to reach as many listeners as possible. But how? Sharing is caring! Share it on all your own social channels. You could also turn your colleagues into real brand ambassadors with employee advocacy and encourage them to share the podcast. Together you ultimately ensure a greater reach of your message.


Need help preparing or recording a podcast? Send us a message and we will be happy to help you.

Do get in touch