Blogs helped democratize the creation of written content. YouTube and social media helped democratize video. And now the explosion of podcasts has democratized radio.
It used to be that podcasting was completely off-limits for anyone but the most tech-savvy. Today, it’s different. Pretty much anyone with a computer can host a digital radio show.
The road to success in this niche medium is very different, too, than it was a few years ago.
In the fast-paced environment we live in today, a well-written blog post or article may capture the attention of its reader for only a few minutes. A well-delivered podcast, however, can keep its audience steadily engaged for up to an hour – perhaps even longer.
And now brands have begun experimenting with podcasts as well. Brands such as GE, Prudential and Netflix have all launched podcasts within the past year.
Megan Calcote, podcast producer for @EducatingGeeks and @BizJournalism, recently hosted a beginner’s tutorial, where she shared a high-level look at how to get started. Here’s a look at the basics from that session and beyond.
The time to jump in is now.
Figuring out if you should jump in is possibly the trickiest step to overcome.
You may be asking yourself: “Should I do this?” “Do I have the content?” “What’s really in it for me?” or even the wretched “Who do I think I am?”
These are all questions to take in to consideration. But, if you’re already a blogger or writer, the path to negotiation with yourself shouldn’t look much different than the decision you made to start writing.
The medium may seem saturated, but it’s a great time to jump in, says Calcote.
There’s a burgeoning audience ready to listen and hungry for content — especially when on the go. “Many love to listen on their commute,” Calcote says.
If you have something to say, and you’re not hearing it yourself, give it a shot. For instance, life insurance provider Prudential found an avenue for content in their 40/40 Vision podcast, a four episode series about life after 40, hosted by writer and actress Faith Salie.
Chances are, if you are looking for it, someone else is too.
Beware the wild authenticity.
I’ve heard podcasters refer to their world as the Wild West of radio. There are no rules, and everyone is figuring it out as they go.
This presents a challenge for those looking for some structure in getting started. On the flip side, it provides a great deal of opportunity to make your own way.
For example, the idea for Calcote’s Educating[Geeks] podcast was born after learning a friend had never seen Star Wars. Rather than stop at the education of the friend, the group behind the podcast decided to educate on geek culture at a broader level.
It’s a concept that’s easy to replicate in the PR realm. Brands, campaigns and products are all created and driven by individuals. A podcast is a perfect medium to highlight the personalities of all the individuals involved in grander marketing concepts.
You may feel inclined to replicate the best of the best, but — similar to blogging — being yourself can have big impact.
Bloggers pull readers into their lives through personal anecdotes, via text and imagery. But, the human voice is so much more intimate than the written word. Emotion, tone, sarcasm, excitement, humor all can be portrayed and understood much more easily.
Authenticity is truly the key, and perhaps why a “no rules” environment serves the podcast medium well.
Ready-Set-Launch!
There are a number of best practices to consider for a smooth launch.
Solidify your idea: First, you want to hone an idea and determine your target audience. A quick Google search can show you if any similar podcasts are already out there. “But, don’t give up because someone else had a similar idea,” says Calcote. “Find a different take; maybe you can do it better.”
Plan your content: Just as you would create an editorial calendar for other brand content, it’s important to plan out your show from start to finish. After your idea is set, Calcote says to plan each individual episode out and line up all of your guests, before you start any recording.
Keep to a schedule: “Podcast listeners are appointment listeners,” says Calcote. Much like the pre-internet TV audience, they are creatures of habit. Whether daily, weekly, bi-monthly or monthly, put a set schedule in place and inform your audience. Consider it similar to your press release or blog post cadence – consistency demonstrates your brand’s reliability.
Commit to a set amount of time: For writers and wordsmiths, converting your skills to podcasting can be extremely convenient for you and your audience. Audio transfers more information faster than the written word can, allowing listeners to get more information in a shorter period of time. But, it still takes time and depends on your podcast structure and schedule. You have to commit, says Calcote. If you are adding podcasting to an already busy schedule, you may want to consider shorter or more infrequent episodes.
Equip yourself: A quality podcast means quality equipment. You could record directly through your phone or computer, but you’re more likely to keep listeners coming back with good audio. If you are the only one speaking on the podcast, a cardiod or unidirectional microphone will do. If you plan on having multiple speakers, you’ll need a bi-directional or omnidirectional microphone, depending on the number of people. Calcote suggests starting out with a USB microphone. When you’re ready to upgrade, purchase an XLR microphone and interface to process the audio into your computer.
Find the right software: You’ll need software for recording and editing. Free services like GarageBand and Audacity allow you to record and edit in the same service. Once done, you can upload it to hosting sites like Soundcloud, Libsyn, and PodOMatic, which you can then distribute through iTunes, Stitcher, or Google Play.
Market your podcast: It’s hugely important. “No one will listen, if they don’t know it’s out there,” says Calcote. Social media is your greatest friend in this venue. Use Facebook and Twitter to post your episodes, both old and new, in order to get the word out. These platforms allow you to easily engage with listeners and gain feedback. Consider other platforms too, says Calcote, depending on your brand’s niche. If your podcast is lifestyle-focused, Instagram can be a great avenue for promotion. LinkedIn is a great space for business-based podcasts.
Download Engage in Social Conversations Around Your Brand to learn how to participate on these key social networks without wasting resources or missing opportunities. This free guide outlines how to achieve the delicate balance of content promotion and audience engagement across your social channels.
Author Anna Jasinski is manager of audience relations at PR Newswire. Follow her on Twitter at @annamjasinski or on Snapchat. You can also catch her sharing the latest news in journalism and blogging on @BeyondBylines.
from Blogs http://ift.tt/2cwyasQ
No comments:
Post a Comment