Podcasting 101 4 P’s of Podcasting
What is a Podcast? • A Podcast is an audio or video file on the internet that people can download to their computer or digital player and listen and watch anytime they want.
Who’s Listening • Pew Research - Emarketer
Income of a Podcast Listener • Podgarden.com
Employment Make Up • Pew Research
Podcasting On The Rise • Podgarden.com
Listener Education • Podgarden.com
4 P’s of Podcasting • Plan • Produce • Publish • Promote
Planning Your Podcast • Why am I doing this? • Support Marketing Efforts • Building Brand Recognition • “My boss told me I had to do this”
Planning Your Podcast • Identify your audience or market? • Employees -Training, Initiatives, Policies • Customers - Products, Services • Industry Peers - Industry Trends, Collaborate • Suppliers - Your needs, create awareness in the industry
Planning Your Podcast • What message are you trying to deliver? • Provide solutions to your customer’s problems • Brand your product through these solutions • Educate your audience • Empower your audience
Planning Your Podcast • What format will it take on? • NPR style (host with guests and or panelist) • Morning Show (single host) • Video Podcast - more effective with younger audience • Who will the host be (employee, corporate spokesperson or personality)
Planning Your Podcast • How often will I produce and publish? • Weekly, Monthly, Quarterly • Dependent on topics and audiences demand • Useful in promoting next episode
Planning Your Podcast • How am I going to do this? • In house communications department • At home in my spare time • Outside production or marketing firm
Planning Your Podcast • Develop Outline • Keep it topical • Script as much as your format permits • If possible plan an episode map
Planning Your Podcast • OUTLINE: • 1. INTRO V/O: TEASE WHAT THE AUDIENCE IS GOING TO HEAR IN THIS EPISODE IN THE FORM OF A HEADLINE. • 2. MUSIC / INTRO V/O: • TELL THE AUDIENCE WHAT THIS SHOW IS ABOUT, WHAT THEY GAIN FROM LISTENING AND HOW THEY CAN USE IT TO IMPROVE THEIR LIFE. • 2A. PROMO (PRE-PRODUCED) • 3. Segment 1 (THE BODY) • 3A HOST: We’ll be back in just a moment to recap what we’ve just gone over. • 4. PROMO (PRE-PRODUCED) • 5. Segment 2 (THE RECAP) • 5A. CLOSER w/ MUSIC OUTRO: HOST: That’s our show, we hope you enjoyed it, if you have any questions or comments, please feel free to email address at _______________________ or you can call our comment line at 555-1212 we would and we’ll try to include in our next show. • MUSIC TRAILS
Producing your Podcast • Microphones to use: (headset,desk type, etc.) • Software to record, edit & produce file • Environment to record (studio, office location • Length of show • File size (important to consider for audience to download) • 64 kbps voice only fast download • 128 kbps ideal for podcasts with voice and music • 192 kbps ideal where music is the focus
Producing your Podcast • Make sure every show has a description at the beginning, tell the audience what they will be getting upfront. • Keep the show moving and decide before recording the time limit for the format. • Provide stories or examples that the audience can connect to. • Furnish your audience with an email address where they can submit questions or comments. • Establish a listener comment line they can call in so that you can play them during the show. (people love to be quoted or credited) • List resources where audiences can get the valuable information. (web links, 800 numbers, books, etc.)
Publishing your Podcast • Determine who will host your podcast. • Current web host from your website • Outside web host that will either stand alone or link back to your website. • If it is a stand alone blog page or website create write keywords that provide goodSearch Engine Optimization. I.e. Nichebot • Make sure it has an RSS Feed.
How is a Podcast Accessed? • Podworx LLC
Publishing Your Podcast • Submit RSS Feed to Podcast Directories • Write a compelling title and description that will engage the listeners. • Support your other online marketing efforts • Drive traffic to your website or blog.
Promoting Your Podcast • Supports your online marketing efforts • Submit RSS Feed to Podcast Directories to get listed. (It’s Free) • Mention your Podcast in other media you are currently using. (Email newsletter, ezine, website, etc.) • Research other podcasts in the same industry
Promoting Your Podcast • Look up forums in the same topic. Write a comment and include your podcast signature. Now you have other sites pointing back to your website. • <a href="http://www.yourpodcasttitle”> The Small Business Beat Podcast</a>Helping Small Businesses start, grow and profit. • Write a press release. (PR WEB) • Produce a promo and submit it to others to cross promote and share.
Promoting Your Podcast • K7.net (free phone number) voicemail sent to you in an audio file • List your feed in search engines like • http://podscope.com/submiturl.php • http://search.yahoo.com/mrss/submit? • http://www.loomia.com/addfeed
Podcasting Summary • Your Podcast should be integrated in all your marketing efforts - website, public relations, print and email newsletter, blogs and internal communications. • Your Podcast should mirror and enhance your mission statement or corporate message. • Ask if this podcast is benefiting all parties involved.
5 TH P of PODCASTING PRINCIPLE • “You always get what you want, if you just help enough people get what they want.” • Zig Ziglar