The podcasting process can be an exciting and enthralling one. As such, some people who create and host a podcast can become so happy with the process that they’re looking at options to do more. There are several ways that this can be done, one of these options is to have more than one podcast.
However, is it a good idea to have more than one podcast? Or are you going to harm your current podcast? Here are some considerations when you’re asking this question.
Reasons to Have More Than One Podcast
There are numerous reasons why you might want to have more than one podcast. These can include the following:
Want to Cover Completely Different Topics
You might be an expert in several different niches that don’t combine very easily. For example, you might have expertise in accounting and marketing. While these are both business-related, that doesn’t mean that the same audiences are going to want to listen to the content.
You might, for instance, try to attract accountants to one content niche and marketers to another.
Therefore, it might be best for you to create two podcasts, one for each audience.
Different Target Audiences
Similar to the one about different topics, different target audiences might be a good reason to have more than one podcast. But you might still have one niche that can be explored by more than one audience. For example, a marketing podcast might be suitable for numerous different audiences like marketing professionals, CEOs, small business owners, and even students studying for a qualification.
While you might cover some similar topics, the level of knowledge that you want to pass on might need to be differentiated depending on the expert and experience levels of the various audiences.
Therefore, different shows could be a great way to have content that appeals to different groups.
Media outlets do this for some of their content. They might have a podcast for older generations but then also cover the same topic for younger generations.
Increased Revenue Generation Opportunities
Another benefit is that you might be able to get more revenue-generation opportunities. Not only can you push the same sponsors across the different shows that you have, but you will be able to market each podcast to a different set of sponsors. Therefore, you can have numerous podcast sponsors and lots more ads that can add revenue to your brand.
And you can also increase the revenue opportunities that you have for your products and services. If you have affiliate schemes you’re part of, this increases the chance that you can earn off these.
Increased Marketing Opportunities
In addition, you can increase the marketing opportunities for your podcasts. You can advertise each podcast on the other one to ensure that you can build a larger audience, especially if there might be some overlap with audiences (though this is not always the case).
You can also promote your website, social media channels, and blog which can help you bring more traffic and leads to your brand.
Improved Recognition of Brand
More than one podcast allows you to spread the news and authority of your brand. As your authority increases, you can get access to bigger and better opportunities, more guests, and more trust in your brand. Social proof can be critical to getting customers to convert.
And it can also help you find new opportunities to promote yourself on other podcasts. When you have a list of podcasts that you host, it makes you look more like an authority on a topic, but also versatile and adaptable.
Sharing Resources
One advantage that you might have with your additional podcast is that you already have the resources to help you get your podcast off the ground. For example, you might have the equipment and software already, or a team that can help you produce the podcast.
Sharing resources also reduces the costs per episode. Therefore, the production costs can be lower than they would be if you were to start a new podcast without any existing infrastructure.
You might also find that your experience with one podcast means that you can achieve success much quicker with a smaller budget because you can avoid some of the common mistakes that are made by inexperienced podcast hosts.
Why Not Have More Than One Podcast?
Likewise, there are reasons why you might not want to have more than one podcast. These can include the following options.
Lack of Focus
Having too many outlets can be a distraction which can reduce the effectiveness of your production timetable. You might find that you fall behind on obligations that can affect the production of episodes or even your other work.
As a result, your show can suffer and you might lose social proof that you can service others. And it might also harm your podcast’s reputation and you will lose an audience.
So it is important to consider whether you have the time and resources to focus on different podcasts. Or is it better that you put all your efforts into one set of episodes?
Not Enough of an Audience
One problem is that you might not have the audience for you to have a new show for your niche. For example, you might have an idea for a show that is for a niche group within your sector, but there are only a few thousand people who might have an interest in this, and out of those, only a few dozen will listen to a podcast.
In these scenarios, it might be best to not publish a new podcast but try to incorporate it into the existing show. Focusing too much on a small audience that might take years to find can reduce the revenue potential of the show and might be demoralizing for you and your team.
Additional Costs
In addition to the extra work that has to happen on the production, there are going to be some additional costs. While you might have the equipment, software, and other resources, you will need to pay staff more to work on the additional episodes. You might also have to spend more time on marketing the new podcast show, all of which costs time which is a valuable resource.
So while, as mentioned before, the cost-per-episode might be lower, the overall budget you will need for podcasting will need to be raised, and if there is limited return potential from advertising or something, then this can be a significant issue for you.
Lowers Some Authority
Depending on your second podcast plans, there might be some issues with subject authority. There is always the case that people see you publishing content in several different niches and might think that you possess too much broad subject knowledge and not enough expertise in one subject area.
Therefore, you might want to think carefully if you want to jump to the subject matter and instead think of ways that you can cover the same topic in another episode a week or in a different format (like to a different audience).
Another problem is when you’re covering the topic for different audiences in different podcasts. For instance, if you produce a marketing podcast for students and then get an executive to listen to the podcast, they might think that your authority level is at that student level, and therefore not listen to your podcast aimed at CEOs and senior business leaders.
There are ways to get around this, such as promoting your other podcast by incorporating clips of the other show. But that doesn’t guarantee results.
Confusing Your Audience
One final problem is that you might confuse your audience, which reduces your chance to build trust with them. They might start listening to you on a marketing podcast but then see that you produce an accounting podcast, which will make them think about which topic you’re qualified in.
So unless you take a second seat on one of those podcasts, push yourself into a co-host role, and get another person to take authority on that subject, you’re going to struggle with your authority and perhaps confuse the audience which will reduce retention.
FAQs
Does a second podcast guarantee more sponsorship revenue?
Not all the time. Some sponsors might not want to be on the second podcast, because of costs or because it is not the right niche for them. And you might not get the audience to have a successful sponsorship package.
If I want a second podcast, could I get a second host to help?
Yes, a second host might be able to help you differentiate one show from another. And therefore, help you keep confusion down.
Should podcasts be released on the same day?
No, the different podcasts might want to be released on different days, even if they have similar audiences or topics. Using different days allows you to ensure that audiences don’t confuse the audiences.
Final Word: Can You Have More Than One Podcast?
If you’ve got one podcast and are loving the process, then you might want to think about starting a second podcast. There are some pros and cons to this, which we’ve listed above.
For those interested in a second podcast, it might be best to bring on a podcast production company that can professionally boost both podcasts without lowering the quality of either one, so you get the maximum benefit of the new investment.
Produce Your Podcast is a full-service podcast production, editing, and marketing agency specializing in helping brands launch, grow, and monetize successful podcasts that impact their bottom line. With 30+ years of experience in broadcasting and business development brought to every project we work on, our team of experts is a reliable partner to help you achieve your goals with your show.
Click here to schedule a conversation with our team today and let’s bring your show to life!
