Podcasts are accurate sound; a absolute alert experience. It’s a average that can be amphitheater of the apperception application voice, rhythm, complete design, ideas. Podcasts are a sonic tapestry: conversations, interviews, music, messages. Podcasts are actual altered from text, advice graphics, photos, surveys, blogs, white papers, articles, videos, CDs, vinyl annal and bartering radio.
After twenty years as a artisan ambassador for radio, TV and Film, and again as a ten year adept podcast ambassador and host, I ask: what is it absolutely that makes podcasting altered from added types of online media platforms? How is podcasting different in its accommodation to body brands and drive business growth? What factors accomplish a podcast successful?
Let’s aboriginal analyze what a podcast is and what affiance it holds if it comes to measurably architecture your cast and your business.
What is a Podcast?
The chat “podcast” is a amalgam chat formed by accumulation “iPod” and “broadcast”. I like to anticipate that podcasts are the accustomed abstruse change of acceptable ‘old school’ radio broadcasting. There are some similarities amid earthbound radio and internet podcasting but abounding differences.
At the a lot of basal level, a podcast is an audio book that is created by anyone and again advertisement on the Internet.
The a lot of arresting affection of podcasting is its adeptness to bear media letters over the internet afterwards advertisement agenda or administration constraints. The adviser chooses if and area to tune in. And the podcaster can potentially calibration their administration and admirers admeasurement as far as the Internet will allow.
More than a simple audio file, a podcast alternation creates focused, accepted alert acquaintance that we architecture for our audience. There are a ambit of artistic forms a podcast alternation can take. Underlying the adeptness to allure admirers is the assembly superior and the amount delivered with the message.
To podcast or not to podcast.
While there’s a able-bodied and fast growing online adeptness of podcast producers and consumers (aka prosumers), the acumen podcasters podcast varies widely. Some podcasters aftermath podcasts as an end in-and-of -itself. They may or may not anon monetize their show, but it is the end product. In this instance, the purpose of the podcast is to advance knowledge, entertainment, news, information, experience, stories, or just accept fun with aboriginal content.
At the aforementioned time, abounding professionals actualize podcasts to advice abound their businesses and body their afterimage to allure new followers. They podcast to aggrandize cast awareness, authorize bazaar position, body both ‘social authority’ and able credibility. Our aggregation helps business professionals who ambition to podcast appointment on the anatomy of a podcast; or how best we adeptness appearance it in adjustment to accomplish declared business objectives. Together we architecture the appearance architecture and platform, and advance a administration action that is cellophane and area the furnishings are acutely measurable. The objective: To co-create an aboriginal podcast as a key aspect of a company’s absolute agenda business plan.
What are some of the different allowances of Podcasting as differentiated from added agenda business platforms?
Positioning. Podcasting is able because you get to actualize a sustained, different alert acquaintance for your audience. That acquaintance is an absolute cosmos that you create; a venue, a platform, a narrative, all advised to action your admirers about how to anticipate of your brand, and how to acquaint it finer to others. An important aftereffect of podcasting is the accumulation of a sustained, abiding accord with your admirers through repeating, habitual, subscribed listening.
Comfort, Acquaintance and Trust. Humans do business with humans who they know, like and trust. In the agenda world, we are agilely affiliated but generally not speaking to anniversary added about abundant to authorize heartfelt, human, affecting connections. Ah – enter, the animal voice!
Unlike a blog, commodity or white paper, with the complete of your articulation you accept a different befalling to advance a close, dupe accord with your audience.
The sound, the color, the rhythm, the nuance, the accent and amount of your articulation is abnormally yours. It projects the WHO abaft your business. As the face of your cast and the host of your podcast, there’s artlessly annihilation like the complete of your articulation to back the accurate you. As a artefact and account provider, and as a brand, you wish your barter and admirers to apperceive you. Through the again alert of your appearance over time, your admirers will body added and added comfort, acquaintance and assurance as get to apperceive you bigger and better. And this leads to added affiliation and abiding relationships with your admirers and customers, which can drive business growth.
Credibility and Authority. There is something bewitched that happens for those that host a podcast or radio show. With you abaft the microphone, somehow, automatically, your believability is assumed. It’s a celebrity factor, conceivably created from our aggregate acquaintance from ancestors alert and watching acceptable radio and TV advertisement hosts. Today, forth with the apple of democratized publishing comes the adeptness to celebritize any podcaster or radio appearance host.
Scale. I’ve formed with abounding able consultants over the years who accept been searching to acquisition a way to finer transform their accepted one-to-one “practice” into a scalable business, aka “one-to-many”. As a communications platform, Podcasting is by itself a one-to-many solution. It scales the messaging in a way that abundant beneath big-ticket than acceptable advertising, abundant added able-bodied in content, and is anon measurable. For those searching to calibration their able services, podcasting is a able way to addition advance bearing and about-face by creating authentic landing pages and argument links in the appearance addendum of anniversary episode. Scaling the messaging can calibration the business.
Invitation. One of the alluring ancillary furnishings of hosting your own account appearance is that you get to allure clients, prospects, experts, authors, speakers, anticipation leaders, alluring people, celebs… whoever – to be on YOUR show. Not alone does the act of extending this allurement affix you to new and amazing influencers, but it gives you “air time” with them on your appearance to co-create agreeable conversations. It’s a actual able connectivity tool. And, every bedfellow you accompany on your appearance will absolutely advance the articulation to their own cosmos online, breeding added calibration and viral promotion!
Intimacy. Like radio, podcasting is about an affectionate alert experience. Unlike attainable speaking area you accept a accepted roomful of people, podcasting connects you and your microphone to one adviser at a time. While abounding anatomy “broadcasting” as accumulation communication, in fact, it’s a actual affectionate and absolute anatomy of communication.
Think of your microphone is anniversary and every person’s ear.
You are appropriate there with them, communicating anon to them with every appearance you do. And let’s not overlook that the hosting itself is a absurd belvedere to advance your own speaking chops. It helps you apprentice how to improvise, get the flow, how to ask abundant questions and co-create a acute conversation. And the added you do it, the bigger you get at communicating your brand, and allowance your admirers accept you, who you are, how you plan and what you absolutely affliction about.
Distribution. The podcast administration ecosystem is beautifully engineered to bear your agreeable on the internet. With RSS feeds, anniversary new appearance gets advertisement appropriate afterwards it’s published, to assorted destinations automatically, including iTunes, Blog Talk Radio, Stitcher, Google Play, YouTube and abounding others. And, because podcast agreeable is calmly attainable via adaptable devices, it fits absolutely into the “hyper-local” idea… this is the way a lot of admirers consume. Area they wish and if they want.
Control. When you arise on a radio show, TV appearance or podcast as a guest, it’s abundant acknowledgment for you and your brand. But if you are the host of your OWN show, you are in ascendancy of your agreeable and messaging. If I plan with podcasters, we co-create a appearance architecture that apparel your brand, your personality, your content. With you as the host in the accepted disciplinarian seat, you ascendancy the show, the message, the interview, the clip and the absolute adviser experience. In effect, you, the podcaster, become your own media “company”. At the affection of podcasting is this adeptness to ascendancy the content, the message, the administration and the adviser experience. And these assembly and administration efficiencies construe to business dollars saved.
Connection. Above all, podcasting is a way for you to affix to your market. The abstraction of abutting consistently while authoritative your podcast a addiction for your admirers is key to success in your agreeable business (aka connection) strategy. While agreeable superior is absolutely a factor, the accurate admeasurement is the success of your podcast is the superior of affiliation you accomplish with your audience. In fact, sometimes “too much” assembly can could cause admirers feel like your appearance isn’t authentic, isn’t abutting in a real, animal way. The superior and abundance of connection, it turns out, is added important than the assembly value. In convenance this means, aftermath shows often, bear them regularly, and with a anticipated akin of quality. Accomplish your podcast a addiction for your listeners.
Conversion. In business, it’s analytical to quantify the investments you accomplish in agreeable marketing. As a amount agreeable strategy, podcasts can be engineered to drive advance bearing and ultimately… chump conversion. URLs for landing pages can be mentioned on the audio podcast. They can aswell be included in the appearance addendum for anniversary episode. Or, you can actualize a promo cipher to analyze that visitors came from the podcast alert experience. If you bear the podcast from your website, you can actualize gateways for admirers and access added names and emails for remarketing.
Summary. Think of podcasting as the “voice” of your business. It helps your bazaar and admirers get to apperceive you over time, architecture assurance loyalty, and familiarity.
Podcasting is a accustomed addendum of your business development plan and your agenda business strategy. You actualize and allotment agreeable which demonstrates your expertise. Podcasting helps your business clear a acutely authentic position in its bazaar space. This becomes one of abounding basic tools, your own media belvedere for you to advance your and abound your business.
One of my goals is to always architecture and architect new means to breach through with the able average of podcasting.