How to Start a Cannabis Podcast & Market it: Ultimate 2023 Guide

Cannabis podcasts have carved a unique space in the media landscape, offering a treasure trove of insights, expert opinions, and entertainment within the dynamic and ever-evolving cannabis industry. With a rapid pace of legislative changes, emerging markets, groundbreaking research, and an enthusiastic subculture surrounding cannabis, podcasts have become the go-to medium for cannabis enthusiasts seeking laughter, knowledge, and exploration, as well as those interested in investment opportunities.

Cannabis podcasts offer a unique blend of information, storytelling, and entertainment, attracting a wide range of listeners with varied interests. Whether you seek to expand your knowledge of the cannabis industry, dive into thought-provoking discussions, or simply unwind with a dose of laughter, there is a podcast out there to cater to your desires. 

Podcasts have become a popular medium for sharing information, discussing topics, and building communities. With the rapidly growing interest in cannabis, starting a cannabis podcast can be an excellent way to connect with like-minded individuals, share valuable insights, and contribute to the evolving conversation surrounding this versatile plant. 

Here are some key reasons why cannabis podcasts are experiencing a surge in popularity:

Sound Design

Podcasts excel in the realm of audio media, allowing producers to experiment with sound design to create immersive experiences that captivate listeners. Through thoughtful use of music, sound effects, and atmospheric elements, podcast creators can transport their audience into compelling storytelling realms.

In-Depth Insights from Cannabis Experts

 One of the most enticing aspects of podcasts is their freedom from time constraints. Unlike brief television spots or interviews, podcasts provide ample time for experts, hosts, and listeners to delve deep into a wide array of dynamic topics. With the cannabis industry undergoing significant transformations in recent years—both as an industry, scientific field, and cultural phenomenon—there is an abundance of fascinating subjects to explore and dissect.

Entertainment Value

Cannabis podcasts cater to diverse tastes, catering not only to the thirst for knowledge but also to the desire for entertainment. Comedic content has found a significant presence in the cannabis podcasting realm, with renowned comedians like Doug Benson and Tommy Chong embracing the medium. Such podcasts offer a delightful blend of humor, wit, and cannabis advocacy, providing an enjoyable source of entertainment for cannabis users seeking laughter and relaxation.

In this guide, we will explore the steps to kickstart your cannabis podcast and discuss effective marketing strategies to help you reach and engage your target audience.

Steps to Starting a Successful Cannabis Podcast

Step 1: Define Your Podcast's Purpose and Audience 

Before diving into podcast production, it's crucial to determine your podcast's purpose and target audience. Are you focusing on cannabis education, industry news, personal experiences, or a combination? Understanding your niche will help you create focused content and attract listeners who resonate with your podcast's mission.

Step 2: Plan Your Episodes and Format

Develop a content plan by brainstorming episode ideas and structuring your podcast's format. Will you have interviews, panel discussions, or solo episodes? Consider the length of each episode, the frequency of releases, and the overall flow of the podcast to provide a consistent and engaging experience for your listeners.

Step 3: Gather the Necessary Equipment 

Invest in good-quality audio equipment to ensure professional sound quality. This typically includes a microphone, headphones, and a recording interface or mixer. Additionally, select reliable recording and editing software to produce polished episodes. There are various options available, both free and paid, to suit different budgets and technical requirements.

Step 4: Record and Edit Your Episodes 

Find a quiet and controlled environment for recording to minimize background noise. Prepare episode outlines or scripts to guide your discussions and maintain a structured flow. After recording, edit your episodes to remove any mistakes, long pauses, or irrelevant content. Pay attention to audio levels, transitions, and overall clarity to create a seamless listening experience.

Step 5: Choose a Podcast Hosting Platform 

Select a podcast hosting platform to store and distribute your episodes across multiple podcast directories, such as Apple Podcasts, Spotify, and Google Podcasts. Popular hosting platforms include Libsyn, Podbean, and Anchor. Ensure that your chosen platform offers features like analytics, RSS feed generation, and easy submission to directories.

Step 6: Develop a Marketing Strategy 

Now that you have your podcast ready, it's time to focus on effective marketing strategies to attract and engage your target audience. Here are some key steps to consider:

a) Create a Compelling Podcast Title and Artwork

Your podcast's title and artwork should be catchy, visually appealing, and reflect the essence of your content. It should grab attention and entice potential listeners to explore further.

b) Leverage Social Media

Utilize various social media platforms to promote your podcast. Create dedicated accounts and share teasers, episode highlights, and engaging cannabis-related content. Engage with your audience, respond to comments, and use relevant hashtags to increase visibility.

c) Collaborate with Influencers and Guests

Collaborate with influencers, experts, and thought leaders in the cannabis industry. Invite them as guests on your podcast or participate in cross-promotions. Their involvement can help expand your reach and credibility.

d) Utilize Email Marketing

Build an email list of interested subscribers and regularly update them about new episodes, upcoming guests, and relevant cannabis news. Offer exclusive content or behind-the-scenes insights to incentivize subscriptions.

e) Seek Guesting Opportunities

Actively seek opportunities to be a guest on other cannabis-related podcasts or platforms. Sharing your expertise on external shows helps you reach new audiences and establish yourself as an authority in the field.

f) Encourage Reviews and Ratings

Request your listeners to leave reviews and ratings on podcast directories. Positive reviews enhance your podcast's visibility and credibility, attracting more potential listeners.

g) Engage with Your Community

Actively engage with your audience through comments, messages, and social media interactions. Encourage listeners to share their thoughts, questions, and topic suggestions, fostering a sense of community and connection.

By following these steps and consistently delivering valuable content, you can establish and grow a successful cannabis podcast. Remember to adapt and evolve your marketing strategies based on audience feedback and changing trends. With dedication, passion, and an authentic voice, your cannabis podcast can make a meaningful impact within the cannabis community and beyond.

Podcasting Pitfalls to Avoid When Starting Out

While podcasting offers exciting opportunities, it's essential to be aware of potential pitfalls that can hinder your podcast's success. By avoiding these common missteps, you can set yourself up for a more fruitful podcasting journey. Here are some key pitfalls to steer clear of:

Inconsistent Release Schedule

Consistency is crucial in podcasting. Irregular episode releases can lead to a loss of audience engagement and a decline in subscribers. Establish a realistic release schedule and stick to it. Whether it's weekly, bi-weekly, or monthly, maintain a consistent cadence to keep your listeners engaged and coming back for more.

Poor Audio Quality

Audio quality plays a significant role in listener experience. Listeners expect clear, well-produced content. Invest in good quality recording equipment, ensure proper microphone technique, and minimize background noise during recording. Take the time to edit and polish your episodes for a professional sound. A lack of attention to audio quality can deter listeners and hinder the growth of your podcast.

Lack of Preparation and Structure

A well-prepared and structured podcast keeps listeners engaged and ensures a smooth flow of content. Outline your episodes, research your topics, and be prepared to guide the conversation or narration. Avoid excessive rambling, tangents, or disorganization that can confuse or bore your audience. Respect your listeners' time by delivering focused and well-structured episodes.

Neglecting Promotion and Marketing

Creating great content is just one part of podcasting; promoting and marketing your podcast is equally important. Don't assume that listeners will magically find your podcast. Take advantage of social media, email newsletters, collaborations, and guest appearances on other podcasts to expand your reach. Engage with your audience, respond to comments and feedback, and actively seek opportunities to promote your podcast.

Ignoring Listener Feedback

Listeners are a valuable asset for podcasters. They provide insights, feedback, and suggestions that can help you improve your content. Actively listen to your audience, encourage feedback, and take their input into consideration. Engaging with your listeners builds a loyal community and helps tailor your podcast to their interests and needs.

Neglecting Show Notes and Metadata

Show notes and metadata are essential for search engine optimization (SEO) and discoverability. Craft informative and engaging show notes that accurately describe your episode's content. Optimize your episode titles, descriptions, and tags with relevant keywords to improve your podcast's visibility in search results. Neglecting these aspects can make it harder for potential listeners to find and engage with your podcast.

Unrealistic Monetization Expectations

While monetizing a podcast is possible, it takes time and effort. Don't expect immediate financial rewards or massive sponsorships from the get-go. Focus on creating valuable content, growing your audience, and building a strong foundation. Explore different monetization strategies such as sponsorships, merchandise, crowdfunding, or premium content, but be patient and realistic about the timeline for generating revenue.

By avoiding these common pitfalls and remaining committed to creating quality content, engaging with your audience, and consistently improving your podcast, you can increase your chances of building a successful and thriving podcast. Embrace the learning curve, stay dedicated, and enjoy the journey as you navigate the exciting world of podcasting.

5 Best Cannabis Podcasts in 2023

The Highly Objective Podcast

An Analytical Dive into the Business Side of the Cannabis Industry

If you're seeking a podcast that provides a highly analytical and business-oriented perspective on the cannabis industry, look no further than “Highly Objective.” Hosted by Dai Truong, this podcast engages in enlightening conversations with top executives and investors within the cannabis industry, tackling the most pressing topics of the field.

Delving into wholesale processes, the cannabis marketplace, product innovations, and B2B technology, “Highly Objective” is a must-listen for those eager to gain insights into the business aspects of the cannabis industry. With a focus on in-depth discussions and informed analysis, this podcast offers a unique opportunity to expand your knowledge and understanding of the cannabis industry's commercial landscape.

Episodes of Highly Objective can be found on Spotify.

Broccoli Talk: Unveiling Elevated Cannabis Conversations

Broccoli Talk is a podcast that delivers captivating cannabis content, making it worth the anticipation of their monthly episode releases. With a focus on elevated topics like cannabis skincare and international cannabis trends, this podcast promises a listening experience that indulges and enlightens.

Co-hosted by Lauren Yoshiko and Mennlay Golokeh Aggrey, Broccoli Talk takes a relaxed and informal approach, fostering BFF-style conversations with special guests. Through these engaging discussions, listeners gain unique insights into the world of cannabis and its diverse intersections.

The Broccoli Talk Podcast covers a wide range of fascinating topics, including boutique growers who cultivate cannabis with meticulous care, the infusion of high fashion into hemp, emerging trends in cannabis design, the art of upscale cannabis-infused meals, and the exploration of cannabis's connection with spirituality.

Find podcast episodes on Apple Podcasts and Spotify.

The People Are Blunt: Amplifying BIPOC Voices in the Cannabis Industry

The People Are Blunt is a podcast that amplifies the voices of BIPOC entrepreneurs, experts, and professionals within the cannabis industry. With a focus on topics such as social equity, industry challenges, and exciting innovations, this podcast celebrates the unique components that contribute to the personal nature of cannabis culture.

Hosted by Frederika McClary-Easley, the Director of Strategic Initiatives at The People's Ecosystem, The People Are Blunt engages in thought-provoking conversations with cannabis CEOs, community leaders, and other special guests. Through these discussions, the podcast delves into the most intriguing and relevant topics within the cannabis industry.

Join the journey as The People Are Blunt sheds light on the experiences, perspectives, and achievements of BIPOC individuals in the cannabis space. Explore the nuanced discussions surrounding social equity, the obstacles faced by the industry, and the groundbreaking innovations that shape the future of cannabis.

Find podcast episodes on Apple Podcasts and Spotify.

From Pot to Popular: Unveiling the Rise of Cannabis

From Pot to Popular is a captivating podcast that offers unique insights into cannabis culture through the lens of entrepreneurial, executive, financial, and journalistic professionals. Hosted by Rosie Mattio, founder of MATTIO Communications, this podcast delves deep into the multifaceted aspects of the cannabis industry, exploring the cultural, financial, and technological advancements that are propelling cannabis from its illicit past to a thriving and widely accepted phenomenon.

Join Rosie Mattio as she navigates the ever-evolving landscape of the cannabis industry, shedding light on the intricate dynamics and rapid changes that shape the business. With expertise garnered from her own experiences and industry connections, Rosie takes listeners on a compelling journey, examining what it truly means to operate a cannabis business in an industry that evolves at a breakneck pace.

From Pot to Popular offers a rich tapestry of insights, covering topics ranging from the cultural shifts surrounding cannabis to the financial implications of its growing popularity. Through in-depth conversations with professionals who have a finger on the pulse of the industry, this podcast uncovers the nuances and strategies behind the successful cannabis ventures of today.

Find podcast episodes on Apple, Spotify, and wherever most podcasts can be found.

The Cannabis Science Podcast: The Science Explored

The Cannabis Science Podcast dives deep into the world of cannabis products and explores crucial questions through the lens of scientific data. With a strong emphasis on evidence-based insights from industry experts and esteemed academics, this podcast provides an illuminating exploration of cannabis science.

Your host, Dr. Ricardo Rivera, a renowned expert from the Department of Pharmacology at the University of British Columbia, guides you through an in-depth and captivating journey into the scientific realm of cannabis. Drawing on his expertise and connections within the field, Dr. Rivera brings you an expert's perspective on the intricate world of cannabis science.

The Cannabis Science Podcast is dedicated to shedding light on important topics and addressing pressing questions surrounding cannabis. Through engaging conversations with leading scientists, researchers, and professionals, we explore the latest advancements, breakthroughs, and discoveries in cannabis science.

Find podcast episodes on Spotify and Apple Podcasts.