How Often Should We Post New Podcasts?

Podcasting can be a very powerful way to establish your credibility as an expert in your field. However, it can be a very time consuming technique requiring research, writing, production and post-production when done too often. Yet, without frequent repetition it is impossible to develop a following. It is a difficult task to find that balance.

So how often should we post new podcasts?

First off, let's clarify our area of discussion. You see there are two basic types of podcasts.

The first is actually just a form of product. It's produced irregularly and usually is a series of recordings. It may be provided as a standalone product but often is used as the base for a home study or coaching product.

The second is the type we are going to focus on. It is an ongoing audio blog or internet radio show. While it can be part of a subscription service it really isn't product focused. Frequently it is used for the purposes of traffic generation or relationship building.

First off, in order for this type of podcast to be successful, it must be provided on a regular basis. After all, in order to build an ongoing audience, the listener must know when to pick up the next podcast. And we are talking about a product which is essentially the internet equivalent of a radio show. And people are trained to expect radio shows to appear on a regular schedule.

Secondly, it must also be provided on a frequent basis. After all, if the time between shows is too great, your audience will forget about it between shows. That means that the relationship will also be forgotten if the cycle is too long.

So we know it has to be frequent but not too frequent. And we know that it has to be regular. And we know that it takes a fair amount of time to create the finished podcast. So let's start by examining how often radio shows are produced.

Most radio shows are presented five days a week, once per day. These shows however, frequently involve full time staff -- producer, writer and personality. The more complex shows to produce are often presented once per week. These shows may involve full time staff but frequently the staff are limited in their availability.

So a ten or fifteen minute podcast could be produced on a daily basis. To do so however would require at least two hours of work per day. Theoretically, you could pick one day and produce one week's worth of podcasts for release the following week. While this is possible, generally speaking, daily production of an extended podcast probably isn't practical.

Producing a podcast once a week is also possible. It has the advantage of being a little more flexible -- an extended podcast requiring four hours of production would not impose an unacceptable workload. And yet it is frequent enough to build up a recurring audience.

Once per month is also doable. The workload can easily be fitted into a normal internet marketer's workload without undue interference. However, once per month is probably at the very edge of the audience's ability to remember the last show.

Ultimately, depending on the length of the show and your own needs, a daily or weekly show appears to be best. Of the two, a once per week show would appear to be the most appropriate.

Six Benefits of Podcasting   The Benefits of Starting a Podcast   Podcast Transcription: Converting the Spoken to the Written   How to Begin Podcasting the Right Way