Platform Podcast Strategy

Use when

• Plans and launches a podcast strategy for a client in Uganda/East Africa. Covers show concept, format selection, minimum viable technical setup (with UGX pricing), a 12-episode content plan, social media integration, and EA-specific distribution tactics. Treats the podcast as a content and authority-building channel — not an audio production project. Invoke when a client asks about starting a podcast, using audio content for thought leadership, or building an owned media channel beyond written content.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Required Input

Ask for all of the following before generating any deliverable:

1. Client business name and industry
2. Country/city — default: Uganda / East Africa
3. Primary goal — e.g., build authority, generate leads, support sales conversations, grow community
4. Host(s) — who will present? (founder, CEO, subject matter expert, hired host — name and role)
5. Show concept — what is the podcast about? Start with a broad topic and refine to a niche
6. Target listener — job role, interests, and the specific problem they are trying to solve
7. Episode format — solo commentary, interview, panel, storytelling, or Q&A
8. Proposed length — 15 min / 30 min / 45–60 min
9. Publishing frequency — weekly / biweekly / monthly
10. Budget — free tools only, or is recording equipment and hosting budget available?

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Section 1 — Is a Podcast Right for This Client?

Apply this decision framework before recommending a podcast. Present the finding clearly to the client.

Recommend YES if all of the following are true:

• The host or team has genuine expertise and strong verbal communication skills
• The client has access to interesting guests, case studies, or a distinctive point of view
• The target audience is professionals or educated consumers who commute, exercise, or travel
• The client can commit to consistent publishing for a minimum of 6 months
• The primary goal is authority-building, thought leadership, or content multiplication — not quick lead generation

Recommend NO if any of the following apply:

• The client expects audience growth within 1–3 months — podcasts require 6–12 months to build listenership
• The host has limited verbal fluency or cannot communicate confidently without a script
• The team cannot commit to a consistent publishing schedule
• The target audience is primarily rural or has limited mobile data access — data cost is a real barrier to podcast consumption in Uganda outside Kampala and major towns

EA Reality Check — include this in the client briefing:

Podcasting is growing in Uganda and across East Africa, but audience sizes remain small compared to Facebook or WhatsApp. A podcast is an owned media asset (POEM model — Bodnar and Cohen, 2012) that builds authority, deepens trust, and multiplies into other content formats. It does not replace social media for reach. Set this expectation clearly before the client invests time or money.

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Section 2 — Format Selection

Format	Best For	Recommended Length	Difficulty
Solo commentary	Thought leaders, coaches, consultants	10–20 min	Easy — no guest coordination
Interview	B2B, professional services, NGO	30–45 min	Medium — guest scheduling required
Panel	Industry associations, multi-perspective topics	45–60 min	High — 3+ speakers to coordinate
Storytelling / narrative	Consumer brands, social enterprises, NGOs	20–30 min	High — scripted and edited
Q&A / listener questions	High-community engagement topics	20–30 min	Medium — requires active community

Default recommendation for EA clients starting out: Solo commentary or interview format, 20–30 minutes per episode, biweekly publishing cadence. This balances quality, consistency, and the production capacity of a small team.

Generate a format recommendation with a rationale specific to the client's host profile, goal, and audience.

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Section 3 — Technical Setup (Minimum Viable)

Generate a technical setup recommendation based on the client's stated budget. Include UGX pricing for hardware where applicable.

Recording

• Remote interviews: Riverside.fm (free tier) — records each participant locally then syncs; best audio quality for remote guests. Zoom (free) is an adequate fallback.
• In-person / solo recording: Audacity on a desktop or laptop; record in a quiet room.
• Microphone: A USB lapel microphone — e.g., BOYA BY-M1 — costs approximately UGX 80,000–150,000 and produces a significantly better result than a built-in laptop microphone. Recommend this as the minimum investment for any client with even a small budget.
• Recording environment: Choose a room with soft furnishings — curtains, carpet, upholstered sofa — to reduce echo and room noise. Avoid bare-walled offices. A small closet lined with clothing is an effective improvised studio.

Editing

• Free: Audacity (Windows/Mac/Linux) or GarageBand (Mac only)
• Paid: Adobe Audition (~UGX 75,000/month at current exchange) — recommend only if the client has a dedicated editor
• Minimum editing standard: Remove silences longer than 2 seconds; reduce repeated filler words ("um", "uh", "you know"); add a consistent 10–15 second intro music bumper and a 10-second outro; normalise audio levels to –16 LUFS for podcast platforms

Hosting and Distribution

• Recommended: Anchor (Spotify for Podcasters) — free hosting with no upload limit; automatically distributes to Spotify, Apple Podcasts, Pocket Casts, and other directories upon submission
• Alternative: Buzzsprout — free for up to 2 hours of uploads per month; paid plans from approximately UGX 45,000/month ($12) for unlimited uploads
• Priority platform for Uganda: Spotify — Spotify penetration in Uganda is growing; Apple Podcasts usage is low. Always share direct Spotify episode links in promotions.

Cover Art

• Size: 3000 × 3000 px square image (required by all podcast platforms)
• Must include: show name, host name or organisation name, and a clear visual identity consistent with the client's brand
• Tool: Canva (free) — use the "Podcast Cover Art" template

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Section 4 — Show Planning

Before recording Episode 1, plan a minimum of 12 episodes. This provides 3 months of content at monthly frequency or 6 weeks at biweekly frequency. Planning ahead prevents topic exhaustion and ensures thematic coherence.

Episode Planning Template

Generate a completed version of this table using the client's show concept, format, and target listener:

Episode #	Working Title	Format	Guest (if applicable)	Key Talking Points / Questions	CTA
1
2
3
4
5
6
7
8
9
10
11
12

Series Arc

Structure the first 12 episodes in three phases:

• Episodes 1–4 — Establish the premise: Define what the show stands for, who it is for, and what the host believes. These episodes must be strong enough to convert a new listener into a subscriber.
• Episodes 5–8 — Expand through guests: Introduce other voices that validate and extend the show's core topics. Guest episodes increase reach through cross-promotion.
• Episodes 9–12 — Deepen the niche: Address specific, detailed questions from the target audience. Introduce listener questions, community challenges, or case study episodes.

CTA Guidance

Every episode must end with one clear call to action. Rotate across:

• Follow the show on Spotify
• Join the WhatsApp listener community
• Visit the website for show notes
• Send a listener question for a future episode
• Book a consultation (if the podcast is a direct lead-generation tool)

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Section 5 — Distribution and Social Integration

Each published episode generates multiple pieces of content. Apply the Hero/Hub/Hygiene content tier model (YouTube/Google) — the full episode is Hub content; the short clips and quote graphics are Hygiene content driving discovery.

Content Piece	Platform	Notes
Full audio episode	Spotify, Apple Podcasts	Published via Anchor hosting
Full video recording (if recorded on video)	YouTube, Facebook	Upload as a standalone video; adds SEO discoverability
60-second audio or video clip	Instagram Reels, TikTok	A surprising insight, a strong argument, or a memorable quote
Quote graphic	Instagram, Facebook, LinkedIn	One powerful quote from the episode; designed in Canva
Show notes / transcript excerpt	Client blog, LinkedIn article	SEO value; links to full episode; repurpose with blog-writer
Episode summary post (150 words)	Facebook, LinkedIn	Link placed in first comment to protect organic reach
WhatsApp broadcast message	WhatsApp	"New episode: [Title] — download on Wi-Fi [link]"

Episode Launch Day Workflow

Generate a checklist version of this workflow for the client's specific platforms:

1. Upload final audio to Anchor — Spotify and Apple Podcasts update within 1–2 hours
2. Publish show notes on the client's website or blog
3. Post the episode summary on LinkedIn and Facebook (link in comments)
4. Post the 60-second clip as a Reel on Instagram and TikTok
5. Send the WhatsApp broadcast to the subscriber list
6. Share in 2–3 relevant Facebook Groups where permitted by group rules

For a complete content repurposing workflow, refer to meta-content-repurposing/SKILL.md.

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Section 6 — Growth Tactics

Generate 5–8 growth tactics from this list, selected and adapted for the client's industry and target audience:

• Guest cross-promotion: Every guest shares their episode with their own audience. Prioritise guests with 500 or more relevant followers on any platform. Prepare a guest share kit: a caption, a quote graphic, and the episode link.
• African podcast directories: Submit the show to Africa Podfest community listings, the African Podcast Archive, and any relevant sector-specific directories (e.g., business, health, NGO networks in Uganda).
• WhatsApp listener community: Create a dedicated WhatsApp Group or Channel for the most engaged listeners. Use it for early-access episode links, listener Q&A, and community building. This is the highest-retention channel available in Uganda.
• LinkedIn consistency: For B2B podcasts, post episode quotes, clips, and reflections on LinkedIn weekly — not just on launch day. B2B podcasts grow fastest through LinkedIn in the EA professional market.
• Blog repurposing: Transcribe each episode and publish as a blog article. The SEO value of a 30-minute episode is often greater as written content than as audio. Use blog-writer to format and optimise the transcript.
• Cross-episode linking: In show notes and social posts, link to 1–2 related past episodes. This improves platform algorithmic ranking and increases average listen time.
• Consistent publishing above all else: Audience growth on podcasts is driven primarily by consistency. A biweekly show published reliably for 12 months outperforms a weekly show that lapses after 8 weeks.

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Section 7 — EA-Specific Considerations

Include these considerations in every podcast strategy produced for a Ugandan or East African client:

• Data cost: Always share Spotify links (which support offline downloading) rather than streaming-only links. In promotions, include "download on Wi-Fi" as a standard instruction. Data cost remains a real barrier outside Kampala and Nairobi.
• Language: English is the primary language for Uganda's professional podcast audience. Consider producing one Luganda-language episode per quarter to extend reach to a wider local audience and signal cultural authenticity.
• Power reliability: Schedule recording sessions of no longer than 60 minutes. Uganda experiences power fluctuations and outages that can interrupt recordings. Recommend a UPS (uninterruptible power supply) or battery-powered recording setup for clients recording in home offices.
• Platform priority: Prioritise Spotify distribution and link sharing for all promotions. Apple Podcasts penetration in Uganda is low. WhatsApp remains the most reliable channel for episode distribution to existing contacts.
• Audience size expectations: Podcast audiences in Uganda are growing but remain smaller than social media audiences. A successful Ugandan podcast with a professional target audience may reach 200–1,000 downloads per episode within the first year — this is a strong outcome in this market. Frame success around authority, content assets, and lead quality, not raw download numbers.

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Quality Criteria

Output from this skill meets the standard if it:

• Applies the Section 1 decision framework explicitly — provides a clear Yes or No recommendation with rationale specific to the client's situation, including the EA audience-size caveat
• Recommends a specific format with a rationale grounded in the client's host profile, goal, and EA market context
• Includes a technical setup section with UGX pricing for at least one hardware item and names specific free tools
• Provides a completed 12-episode planning table with working titles, formats, and CTAs populated for the client's show concept
• Lists the full social content multiplication plan as a table, with platforms and notes adapted to the client's active channels
• Addresses the EA data cost barrier — includes "download on Wi-Fi" guidance and Spotify-first distribution
• Includes at least 5 growth tactics selected and adapted for the client's industry and audience, not copied verbatim from the template

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References

Skill	When to Use
owned-media-strategy/SKILL.md	Use when positioning the podcast within a broader owned media or POEM channel strategy
meta-content-repurposing/SKILL.md	Use to build a detailed repurposing workflow for each episode across all platforms
strategy-personal-brand/SKILL.md	Use when the podcast is primarily a personal brand vehicle for a founder or subject matter expert
11-content-calendar/SKILL.md	Use to schedule episode production, launch days, and social distribution into a monthly content calendar

Academic references:

• Bodnar, K. and Cohen, J. (2012) The B2B Social Media Book. Hoboken: Wiley. [POEM model; ROI formula]
• Chaffey, D. (2024) Digital Marketing: Strategy, Implementation and Practice. 8th edn. Harlow: Pearson. [RACE framework; owned media strategy]