Podcasts — all talk and no action
There are three commonquestions associated with podcasts. Do they engage with audiences like theysupposedly do, do they provide an alternative platform that works for brands asmuch as they do for individuals, and are they worth the investment? The shortanswer is yes for all of them, but it does require work to make your podcast asuccess.
Podcasting takesdedication. As a PR person who works closely with influencers, I’m often askedwhy vloggers, podcasters and streaming stars earn so much money. The reason isbecause, contrary to belief, it is difficult. You need to be structured, have aplan and a reason for what you are doing, otherwise it is pointless and thatshows.
If you’re planning tostart a podcast, whether that be a hobby for yourself, a group or a brandmarketing strategy, the worst thing you can do is buy all of the gear inexcitement and not have an idea of what content you want to create or messageyou want to get across.
Before you divestraight in, think about WHY you are creating a podcast. Is it so you can rantabout things that annoy you in life? Do you want to give advice or talk about atopic that interests you? If it’s for a brand, make sure you give your podcastsome sort of meaning and make it feel worthy. All of these things will help youto establish who your target audience is so you can create the correct content.
Once you know the why,then start thinking about the how. How many podcasts do you want to create in amonth? How do I create the content Ineed? How do I get started?
Start by planning yourfirst set of sessions. Here is a good time to think about how often you wantyour podcasts to go live (every day, once a week, bi-weekly or monthly). You donot need a full script but at least have a calendar that highlights what topicareas you want to cover in each podcast. Research your topic and check out thecompetition. If you’re going to talk about a specific subject, make sure youknow all the facts and make sure you’re not repeating someone else.
A good example of apodcast done properly in enterprise terms is Dan Murray-Serter who started a podcast called Secret Leaders, which is now one of the biggest businesspodcasts on iTunes.
Everyone has to start somewhereand finding the right environment to record your content is tough. Dan createdhis first podcasts under his duvet to help drown out any background noise.Thankfully there are some good microphone options out there that allow you torecord at home, without the need of a studio.
Check out Blue Microphones, the creators of the Yeti mic, which millionsof podcasters and streamers use worldwide. Yes, I am biased and yes, Blue is aclient of mine but I know how great these mics are — they’re worth every pennyand you will not be disappointed with the studio-quality audio it gives you.Also think about the software you want to use. There are free options out thereto get you started, such as Audacity.
The things to rememberwhen creating your podcast:
Think about your content, the message and meaning — WHY are you podcasting
Plan, plan and then plan some more
Get the gear — check out Blue Microphones
Practise using some free software solutions first to get started. Listen back to what you have recorded. Be critical, what makes you different? Establish your own style and voice
Keep up the enthusiasm! You will not be an iTunes or SoundCloud hit straight away. It will take time. To help build your following push the podcast on social media and video yourself recording each podcast — which gives you another medium to work with. Collaborate with others and do things that will engage with your audience.
