How to start a podcast on Substack (and why it could change your writing career)

Why adding your voice to your words can grow your reach, strengthen your brand, and open doors you didn’t know existed.

Today I’m bringing you a special guest...

David McIlroy is one of the most prolific creators I know: he’s a solopreneur, writes fiction, non-fiction, has 3 (!) Substack publications, and since August 2024, his own podcast. Oh, and he’s a Substack Bestseller too.

David and I started our creative journey around 2+ years ago and we clicked from day one. Since then, we’ve collaborated multiple times and we’ve both come a long way, but I have to say, David has come a longer way (lol!). He now has 30,000 subscribers and his podcast has blossomed with 70K+ downloads in 365 days. I was his very first guest ❤️

This guy always has me playing catch-up!

Many creators in my community are interested in launching their podcast but I know it’s daunting and you have a ton of questions: where to host it, how to run it, what tech and…how to get started.

David has worked his magic (once again) and he’s sharing his lemonade with us.

I don’t get commission or anything for recommending his work. He’s just a cool guy from Northern Ireland who loves his writing, nature and his dog, and I always learn something from him. I bet you will too.

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Starting a podcast might sound like one more shiny thing to distract you from your writing.

And trust me, I am the king of getting distracted by shiny things online.

But believe it or not, a podcast can actually make your writing better. It can make your brand stronger. And it can do something words on a screen alone struggle to do - give your readers a more complete experience of you as a real-life human being.

When I launched my own podcast on Substack in August 2024, it wasn’t part of some grand plan. It was, like almost everything I do, part of an experiment.

And not all experiments work out.

But one year later, my little pod has brought me thousands of new connections, opened up some amazing collaborations (like with Queen Veronica Llorca-Smith herself), and given me a library of conversations I can repurpose into articles, emails, and even YouTube videos.

It’s now part of my whole multimedia strategy on Substack.

If you’ve ever thought about adding a podcast to your Substack, here’s a simple breakdown of what to focus on (ie. what I wish I’d known when I started mine).

1. Know why you’re starting

Don’t just start a podcast because everyone else seems to be.

Ask yourself: what’s the transformation you want for your listeners? Do you want to teach? To inspire? To interview? To share your own journey in real time? Or to just have fun?

This doesn’t need to be nailed down in concrete from day one, but the clearer your intent, the easier everything else becomes.

2. Pick a format that plays to your strengths

There’s no one way to podcast. If there was, they’d all get really old, really fast. A few options to consider here:

• Solo episodes if you’ve got plenty of ideas to share and don’t mind talking to an empty room.

• Interviews if you love connecting with people and want to borrow audiences as you go.

• Co-hosted if you’ve got a creative partner and enjoy the back-and-forth dynamic.

• Narrative or storytelling if you prefer to script and produce something polished.

Choose what feels most sustainable for you, not what you think “does best.”

You have to be able to see yourself doing this for at least a year, or at least 100 episodes. If that seems insane to you, spend more time ruminating on it before starting.

3. Keep the tech simple

You don’t need a studio (I record my episodes in our guest bedroom). Substack will host your podcast, send episodes directly to your email list, and push them to Apple, Spotify and YouTube automatically.

At minimum, you’ll want:

• A decent USB microphone (I use a budget Shur mic and it does the job nicely).

• Headphones (to avoid feedback and pick up your sound levels more clearly).

• A quiet space (thick curtains and a carpet help more than you’d think).

• Good lighting (if recording video versions of your episodes).

That’s it. Record, edit, upload, publish.

Done.

4. Brand it like you mean it

Give your show a title that’s clear and memorable.

Think less “clever pun” and more “someone can type this into Spotify without squinting.” Keep your cover art clean, legible at small sizes, and consistent with your Substack. The visuals don’t need to win design awards - they just need to make sense.

If your podcast will be all about you (and it’s ok if it is), don’t be afraid to call it something like “The [Insert Your Name Here] Show”.

5. Plan your episodes (but don’t overplan)

A loose outline will save you from rambling into the abyss. Jot down three key points or questions per episode and treat the rest like a conversation.

Length matters less than consistency. Some shows thrive at 20 minutes, others at an hour. Pick a lane, tell your listeners what to expect, and show up when they expect you to.

6. Make guests part of your growth strategy

If you’re running an interview show, your guest is also your distribution partner.

Prep well, ask thoughtful questions, and then give them something easy to share when the episode goes live. A good guest experience builds long-term relationships, and future opportunities.

Veronica was my first ever guest and her kind, supportive approach really gave me the confidence to reach out to others.

Choose your guests wisely - many will become good friends.

7. Connect your podcast to your writing

Here’s where Substack shines. Every time you publish a podcast episode, it lands in your readers’ inbox.

You can also use clips, transcripts, or summaries as newsletter content, giving your work a second life.

The synergy between podcast and newsletter is what makes this medium such a natural fit here.

8. Think long-term about monetisation

A podcast can be more than free content.

Paid-only episodes, early access, or Q&As for subscribers can all add value to your paid tier. Sponsorships are another option once you’ve built momentum.

But don’t feel pressure to monetise on day one. Focus first on clarity and connection - the money follows the trust.

9. Remember the bigger picture

Your podcast isn’t just about downloads.

It’s about voice, authority, reach, and building a writer brand that feels multidimensional. People don’t just read you - they hear and watch you, too.

That’s the kind of trust that makes your work stick.

10. Take it step by step

If this feels like a lot, that’s normal. That’s why I put together my course, Start Your Podcast on Substack. It expands on everything here - strategy, tech, editing, growth - and comes with practical exercises to get you moving.

The goal isn’t to add more pressure, either. It’s to give you a clear path so you can actually launch and start building more trust with your readers/listeners.

Photo by Vika Strawberrika on Unsplash

Ready to pod?

Starting a podcast isn’t about chasing another online platform.

It’s about deepening your connection with your audience, giving your ideas a new medium, and showing up in a way that lets your writing career expand beyond the page.

So, if you’ve been on the fence, this is your nudge.

Start planning your pod today.

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Lemons & Lemonade 🍋

If you’d like to know more about how to add public speaking to your digital strategy (podcasts, lives, paid gigs), check out my next webinar:

🎬 Webinar: Public Speaking Strategies for writers & creators (Paid Subscribers)

26 August 8pm EST || 27 August 8am Hong Kong

A 60-min session to help you incorporate public speaking into your business strategy:

✔️ Speaking on podcasts and live sessions

✔️ Hosting paid webinars & masterclasses

✔️ Building your speaker brand

✔️ Finding paid speaking gigs

To join the webinar, you have 2 options:

Purchase a single webinar: 39 US$

Or become a paid subscriber and have unlimited access to ALL the webinars and 20+ replays.