Mastering Podcast Success—The Art of Planning and Audience Connection with Hugh Hiemstra

My name is Niall Mackay, the Podcast Guy. I am the host of this show, Smarter Podcasting, where my guests and I share our experiences and insights about podcasting. 

I had the pleasure of speaking with Dr. Hubert Hiemstra, the host of The Vet Vault podcast. Seven Million Bikes Podcasts have worked with him to help edit his show. 

In this episode, he shared the importance of planning and listener engagement in podcasting. As we all know, planning is key to a successful podcast, and I can’t wait to share some valuable insights on how it can shape your show and help you reach your goals.

The Vet Vault Podcast: A Journey of Passion and Growth

Hubert started The Vet Vault back in 2019 with a clear goal: to help veterinarians rediscover their love for the profession. Then, in 2021, he expanded the podcast by launching a clinical series. In this series, Hubert leans into what he calls his “vast ignorance” to ask all the questions vets might have but are too shy to ask. These episodes feature brilliant guests who share their expertise and make veterinary work more accessible and rewarding.

When I asked Hubert to tell me more about The Vet Vault, his story sounded surprisingly familiar. Like me, his podcasting journey started as a small side project and grew into something much bigger. Back in 2017 or 2018, Hubert was working full-time as a veterinarian and even owned his own emergency hospital practice. While his career was fulfilling in many ways, it didn’t allow much room for creativity. So, he structured his work life to carve out a bit of free time to explore other interests.

Initially, he thought he’d write a book. The idea was to create a guide for younger vets to help them navigate those tough first years of their careers. Hubert began reaching out to colleagues he admired to gather stories and advice for the book. While email questionnaires didn’t yield much response, personal calls did. When they spoke, people were more than happy to chat for an hour or two. That’s when his then-partner, Dr. Gerardo Polli, had a lightbulb moment: “Why don’t we record these conversations and make a podcast?”

Over the years, The Vet Vault has grown tremendously, reaching and helping over 30,000 veterinary professionals worldwide. It’s not just a podcast anymore—it’s a resource for the profession and a part of Hubert’s business. He’s even managed to monetize it, showing how passion and strategy can turn into something impactful.

Planning and Strategies in Podcasting

When we talked, we focused on the power of podcast planning. Hubert and I agreed that taking time to strategize before recording can make all the difference in connecting with your audience and achieving your goals. I was genuinely excited to chat with him about how this applies to his success.

As Hubert and I agreed, careful planning is the secret to managing time, staying focused, and making your creative projects truly shine. For Hubert, that focus transformed The Vet Vault from a simple idea into a career-changing passion project.

One of the best parts of working with podcasters like Hubert is how much I get to learn. Every podcast I work on opens a door to new topics and perspectives. Someone once asked me if I ever get bored listening to so many podcasts. My answer was an easy no—I love it. From knitting to accounting to beer (yes, I love beer too!), every episode teaches me something new and keeps things fresh. It’s exactly what makes podcasting so exciting.

Listen More About Podcast Planning: A Talk With Podcast Strategist Charlotte Lewis-West

Tools and Techniques for Effective Podcast Planning

When I asked Hubert about the tools he uses for podcast planning, he shared a mix of tried-and-true methods and exciting new technologies.

• AI tools

He’s recently started incorporating AI tools like ChatGPT and Perplexity into his process. While ChatGPT is already widely known for its ability to streamline research and ideation, Perplexity is a newer tool that combines insights from various large language models, including Claude, and provides sources for its answers. This feature is especially helpful when accuracy and verification are critical, like in Hubert’s veterinary-focused episodes.

Hubert gave an example of planning a recent episode on perfectionism. He asked ChatGPT to identify veterinarians who had spoken about the topic and within moments had a short, targeted list of potential guests. He noted that manually searching for this information online would have taken hours, but AI dramatically cut down the effort.

• Planning Tools

For organizing his thoughts, Hubert keeps things simple. He uses the Notes app on his phone to jot down ideas, potential guest names and episode outlines. This note stays open throughout the planning phase, allowing him to add insights whenever inspiration strikes—whether he’s out for a run or winding down for the night. He laughed about the “mental energy” that goes into podcast planning, admitting that even when he’s trying to sleep, ideas often keep buzzing in his head.

• Leveraging AI for Better Preparation

Our conversation shifted to how AI can make not just podcast planning, but all kinds of professional prep more efficient. I shared an example from my own experience. Recently, I needed to prepare a proposal for a company and decided to use AI for background research. I asked ChatGPT what it knew about the company, and it generated a thorough analysis almost instantly. Curious, I did the same for the individual I was meeting with, and the results were equally impressive. It was almost spooky how accurate and detailed the information was—it saved me hours of Googling and gave me the confidence to walk into the presentation well-prepared.

It’s not just useful for finding facts—it also provides the kind of contextual understanding that helps build better connections with guests and audiences.

The Art of Finding Guest and Guest Preparation

When it comes to preparing for podcast guests, Hubert and I had an interesting discussion about balancing planning with flexibility. Hubert admitted that his approach is a bit less structured than mine. For example, he doesn’t finalize guest bios or introductions before recording. Instead, he likes to see where the conversation goes and then shapes the introduction afterward to reflect the key topics discussed. While this method takes more time, it allows him to be adaptable and capture the essence of each episode.

Hubert’s Guest Preparation Process

Hubert explained his process for managing guest preparation. He didn’t use a form but relied on a customizable email template. This email covered all the essential details, like the time, place, recording setup, and expected topics. Recently, Hubert started using Descript for recording, which integrated automated emails to streamline communication with guests. Having an assistant to handle scheduling and logistics had also been a game-changer for him over the past year.

My Approach: Streamlined and Structured

In contrast, my preparation leaned toward structure and efficiency. I created a Google form that all guests filled out before we recorded. It included questions about what they wanted to discuss, topics they preferred to avoid, and permissions for using the audio or video. This system has been invaluable, especially in avoiding missteps.

One hard lesson I learned was the importance of clarifying whether an interview would involve video. Early in my podcasting days, I once invited a guest, a minor celebrity, for an in-person interview. Unfortunately, I hadn’t mentioned that we’d be filming. When she arrived, she wasn’t prepared for video—no makeup or styling—and understandably felt uncomfortable. That experience taught me to always communicate these details upfront, no matter how obvious they might have seemed.

Building Relationships vs. Efficiency

Hubert and I both agreed that there wasn’t a “right” way to prepare for guests—it depended on the podcaster’s style and goals. While my form-based approach prioritized efficiency and avoided miscommunication, Hubert’s more personal approach helped him foster genuine connections with his guests.

Ultimately, both strategies had their strengths. Whether someone aimed for streamlined workflows or deeper guest relationships, the key was knowing their priorities and planning accordingly. At the end of the day, effective preparation—whatever form it took—was what ensured a great episode.

More Tips About Guest Preparations: How To Find Podcast Guests: 5 Strategies That Work

Aiming High: Securing Top Guests

Hubert shared one of the most valuable lessons he had learned from his clinical podcast: don’t underestimate your ability to secure top-tier guests. When he first started, he aimed for specialists who were knowledgeable but not necessarily leaders in their fields. He assumed high-profile experts wouldn’t have time for a small podcast.

That mindset shifted after a pivotal experience. One of his guests made a minor factual error during an episode, and it caught the attention of a prominent Australian expert in the same field. This expert reached out to Hubert with constructive feedback, but what stood out most was his advice: “If you’re discussing a topic, always aim to speak with the best in the field.”

This insight transformed Hubert’s approach. He realized that for subject-matter experts, appearing on a podcast could be as valuable as delivering a lecture to a packed conference room. The chance to discuss their passion with an engaged audience was something they often welcomed, even if their schedules were tight.

When Hubert finished his story, I couldn’t agree more. His advice was simple but powerful: don’t hesitate to aim high. Even for smaller podcasts, the right pitch can open doors to incredible conversations. It was the perfect note to wrap up our discussion and a great reminder for anyone looking to grow their podcast.

Listener Engagement Strategies: Challenges and Opportunities

The strategies: From reactive to Well-prepare

When it came to long-term planning for podcast topics, Hubert admitted that his approach had been more reactive than strategic. He explained how his ideas typically emerged from the steady stream of suggestions and opportunities that came his way. With so much to cover, his biggest challenge was deciding what to prioritize. For a long time, he relied on this flexible approach, often recording episodes at conferences and tackling topics that felt relevant at the moment.

However, that changed recently. Hubert shared how he spent an entire morning planning out future episodes, motivated by a desire to be more strategic. To guide his planning, he sent out a listener survey asking what they liked, disliked, and wanted to hear more about. He received about 100 responses and used AI tools like ChatGPT to group the feedback into broad categories. 

This helped him identify the most pressing and exciting topics for his audience. From there, Hubert mapped out the next three episodes and began selecting potential guests for each.

Challenges in Engaging Listeners

We also discussed the universal challenge of getting podcast listeners to engage. I shared my own experience of trying to gather questions for an “Ask Me Anything” episode on my A Vietnam Podcast. I had enthusiastically invited listeners to reach out via email or social media, only to hear crickets. Even after posting on social media and directly asking friends who listened to contribute, responses were limited.

Hubert could relate. He pointed out that, as an avid podcast listener himself, he rarely acted on calls to action during episodes. It wasn’t due to a lack of interest—he cared deeply about the shows he listened to—but he was usually busy driving, exercising, or multitasking, like most podcast listeners.

The Power of YouTube for Engagement

One solution we discussed was using YouTube as a complementary platform. I explained how YouTube’s comment section encouraged real-time interaction. Unlike podcasting apps, YouTube’s interface made it easy for viewers to leave a comment while watching or listening.

From my own experience, I found engagement on YouTube to be exponentially higher than on traditional podcast platforms. It wasn’t just easier for viewers to comment, but the YouTube ecosystem also seemed more conducive to interaction. Viewers were used to liking, commenting, and sharing content on the platform.

Final Thoughts

Speaking with Hubert Hiemstra on Smarter Podcasting was a real pleasure. He shared invaluable insights into podcast planning and preparation, demonstrating how careful strategy can turn a passion project into a meaningful and successful venture. 

Here at Seven Million Bikes Podcasts, we’ve loved working with Hubert to edit and refine The Vet Vault. As a dog owner, I found it particularly heartwarming to learn how vets like Hubert view animals as patients and their care as deeply personal.

If you find this episode useful, don’t forget to follow Smarter Podcasting for more insights and tips about podcasting. 

Don’t hesitate to contact me if you have any questions or need an editing service!