Launching a second podcast show can be a fantastic way to diversify your content and expand your reach. With careful planning and a strategic approach, you can successfully manage multiple podcasts and continue to engage your audience.
📅 First published in Podcast Hacks newsletter (2024/04/23) – updated version
Recently, one of my clients approached me with a plan to 🎧 launch a second show alongside their original podcast.
My first thought was: can you handle the extra workload? (They can).
My second thought: This can be a game-changer for your brand!
Because it will open doors to new audiences, expand your brand profile, and increase revenue streams.
Plus, cross-promotion between two feeds creates more visibility for both podcasts.
If you are considering doing the same, follow my blueprint!
Why Launch a Second Show?
Sometimes your original podcast becomes the foundation for new ideas. You might have a segment that stands out or discover a new topic that deserves its own show.
Launching a second podcast is an exciting opportunity to start fresh, diversify your content and reach a wider audience.
Although having two podcasts can double your impact, it will certainly double your workload. 🥵
So how do you ensure a successful launch while maintaining the quality of your original show?
This newsletter explores the steps you need to take before and after launching your second podcast.
Ask Yourself
Before committing to a second podcast, ask yourself these questions:
- Do you have the time and resources to manage another show without compromising your original podcast?
- What value will the new podcast bring to your target audience, and how is it different? (It better serve a new niche.)
- How will you minimize potential risks if the second show doesn’t succeed?
The Workflow in Action
Here’s a step-by-step guide to help you get started with your second podcast:
#1 Come Up With an Idea
Develop the concept for the second show, including the podcast format, frequency, and target audience. Think about what makes this new podcast unique and how it complements your original show.
#2 Test the Waters
Before launching a new show, introduce the concept as a segment in your original podcast. This will allow you to gauge interest and get feedback from your existing audience. If the segment receives a positive response, you can proceed.
#3 Coordinate Resources
Managing two podcasts requires an efficient allocation of resources. Make sure you have the time, equipment, and team to support both shows. Project management tools can help you stay organized.
#4 Unify Branding
Make sure both podcasts have a consistent branding strategy. This includes logos, themes, and messaging that clearly link the two shows and reinforce your overall brand identity.
#5 Plan the Launch
Once you’ve decided to move forward, create a detailed launch plan. Consider factors such as possible marketing moments around both shows (📣 revisit my list of AAA narratives that keep your audience invested).
#6 Launch and Promote
Now, set up the new feed and launch with a bang. Promote it across all your platforms:
- Use calls-to-action within your original show
- Share updates on social media
- Include links in your newsletter
- Collaborate with other podcasters to extend your reach
- Host an in-person or virtual launch event
#7 Continue
Consistent promotion will help attract new listeners and build momentum:
- Regularly mention each podcast in the other to keep both shows top of mind
- Use teaser episodes or dedicated promotion segments to drive interest
- Share highlights from both shows on your brand’s social media channels
- Plan episodes or content themes that involve both podcasts (this could be a crossover episode, where the hosts from each podcast join forces or a series that spans both shows)
- Invite popular guests to both shows, tie the two episodes together, and promote it as a special event
Potential Challenges
Despite the benefits, there are potential challenges to be aware of:
Resource Constraints: Managing two podcasts requires additional time and resources. Ensure you can handle both shows.
Listener Confusion: If the two podcasts are too similar, listeners may get confused. Make sure each show has a clear identity and value proposition.
Maintaining Quality: It’s important to maintain the quality of both podcasts to keep your audience engaged.
Conclusion
Starting a second podcast can be a super exciting adventure! It’s like opening up a whole new world where you can share more stories and reach even more listeners.
With some smart planning and clever strategies, you can juggle both shows and keep your audience coming back for more.
Turn up the VOLUME,
David “I wish someone had told me sooner” Streit
