Marketing and Promotion

Start with a brief

Have a brilliant idea for a podcast? Make it real with a brief.

A brief helps you put the vision for your podcast down in writing. It contains short, high-level summaries of what matters most about your show. Think of it as your podcast’s North Star — it should make a compelling case for why the audience should listen and what they’ll get out of it. Your brief also defines what makes your show unique, and it should help guests, advertisers, journalists, and Apple understand the focus of your show.

You can use your brief to guide you through important decisions around your podcast’s identity, brand, and marketing. But keep in mind that it’s not a plan for marketing your show. While marketing plans provide in-depth information and outline detailed tactics for growing your show, a brief is, well, brief.

What to include.

Podcast title. Give your show a name. Think of a show title that is short, clear, and memorable. Test your options by imagining the listener asking Siri to play each potential show, and compare each experience. 

Description. Think of one or two sentences you’d share with someone who doesn’t know anything about your show. Include important details, like whether listeners will hear interviews or a mix of discussion and archival audio. Make sure to include keywords that potential listeners might use to search for your show.

Host. Identify your host or hosts. Include a short bio that explains their expertise and conveys their personality and the energy they bring.

Business objective. Explain why you made your show. Say what problem you’re trying to solve and how.

Values. Think about the kind of show you are creating and what you believe. Are you willing to let any advertiser promote on your podcast? Let listeners know if you have a specific philosophy or ethos.

Target audience. Imagine who will be searching for your show. What do they have in common? Try to paint a clear picture of them in your mind.

Duration and frequency. Establish an average length for your shows along with how often you’ll be producing and posting content.

Key dates. Include the important calendar dates for your show. At a minimum, provide release dates, trailers, and new seasons — but also consider other relevant moments. For example, if your podcast is about movies, note that summer blockbuster season is an important time.

Now that you’ve got your brief written, let’s put it to use and finish developing how you present your podcast.

Learn how to present your podcast