Yesterday, Promotional Consultant Today provided the first six of Jay Baer’s 12 steps to creating the killer Podcast , ending with recording the show. Today’s edition concludes with the final six steps to create a great podcast that will resonate with your audience and position your brand as a thought leader.

Edit the show. There are actually two steps in this one: editing the show and uploading it to the hosting platform. Baer edits his shows using Levelator, although other podcasters use tools like Garage Band (Mac only), Audacity or Adobe Audacity. Once you’ve edited the podcast to the content you want, and dropped in an open and close statement, you’ll need to upload it to a hosting platform where users can play or download your podcast. Baer hosts his podcasts on PodBean, but other options include Soundcloud,,, Podomatic, Libsyn and Buzzsprout.

Create a blog post. In order to get as many users to the podcast as possible, you’ll want to create a blog post about the podcast. In addition to links to download or listen to the podcast, the post should include text with either highlights from the podcast or the full transcribed text of the podcast (you can transcribe it yourself or there are online services that will transcribe for as little as $1 per minute). This will allow for search engines to pick up the content from your podcast and allow it to be found in relevant searches. Also, the podcast you’ve created may have great content, but not everyone will want to listen to it. Many users prefer to read. Having the content available in text gives those readers an option to experience your podcast content as well.

Create video highlights. If you choose to record only the audio online, skip this step and move on. However, if you record video as well as audio in your discussion, Baer is a big fan of creating video highlights of the podcast that can be uploaded to YouTube, Facebook and other platforms to further increase your reach with the content.

Send a thank-you note. The day the show goes live, Baer sends a note to the guests to share the excitement and encourage them to share the link to the podcast. As an extra touch, he later sends his guest a small thank-you gift.

Promote the episode. The purpose for your podcast is to reach customers, prospects and other interested followers, and you have to promote your podcast to get it to them. Baer promotes his podcast on all his social channels and through his email lists. He also has a Google retargeting campaign so those who visited his podcasts in the past can see the new content on numerous websites around the web.

Create more content. In order to get the most mileage out of the effort of the podcast, Baer creates additional content from the content in his shows. He does a monthly recap with the best highlights from the podcasts over the past month and uses the content from the podcast in other digests on specific topics throughout the year.

Source: Jay Baer, president of Convince & Convert, is a keynote speaker, a podcaster and author of five books including Hug Your Haters: How to Embrace Complaints and Keep Your Customers.