7 tips to create a killer podcast, Study notes of Marketing

Download 7 tips to create a killer podcast and more Study notes Marketing in PDF only on Docsity! 7 tips to create a killer podcast These guidelines and techniques can help you reach a vast audience with fresh or repurposed content, all at an exceedingly low cost. By Jim Dougherty Podcasting has a low barrier to entry, has proven distribution channels, and is increasing in popularity. Podcasts "are so easy and cheap," says "Freakanomics" author Stephen J. Dubner, "and because there's an infrastructure that's been built by other third parties, I can just be a free rider. I can make my content for very little cost as an experiment, distribute it freely and easily, and see if it works." Consider the true-crime podcast Serial, which was downloaded 68 million times and was popular enough to be parodied on "Saturday Night Live." That's huge consumption for any medium, and it exemplifies the attainable reach in this channel. As further evidence of the popularity of podcasts, consider these facts:  There are over 115,000 podcasts in existence.  Some 32 million people listen to podcasts monthly.  The average podcast lasts about 30 minutes.  Users listen to about 22 minutes per podcast.  Users prefer podcasts that last less than 16 minutes.  The average commute time in the U.S. is 25 minutes.  The most popular podcasts have a disproportionate number of listeners/viewers. The medium itself is unduly given a lot of credit for podcasts' popularity, however. For every Serial, or Nerdist, or Manager Tools, or Norm McDonald Live (a personal favorite), there are literally thousands of podcasts that are far less entertaining to listen to or watch. (Podcasts can be audio or video.) People don't listen to podcasts simply because they are podcasts; they listen to great content delivered via that medium. It follows that content planning matters. Recording a conversation involving two or three people isn't difficult. Making that content consistent and compelling enough for a listener to forgo an episode of This American Life or Serial to listen to you during their finite listening periods is very difficult. That's what we'll seek to optimize with these best practices: 1. Respect people's time. The odds are stacked against you as a podcaster. The most popular podcasts are long form and have an overwhelming majority of listeners/viewers. One way to increase the likelihood that people will listen is to shorten them. (Listen to a few random podcasts, and you'll understand why I say this.) Some popular examples of shorter podcast content:  The Moth podcast is a popular podcast that lasts 10-15 minutes.  Rand Fishkin's Whiteboard Friday runs a little short of 10 minutes. (Note: this isn't technically termed a podcast, although for all intents and purposes it is.)  Christopher Penn and John Wall's Marketing Over Coffee clocks in at around 20 minutes per episode.  Science Friday podcasts 8- to 10-minute segments as evidenced by the embedded podcast: People have a limited amount of time to consume podcast content. The shorter your podcast, the more likely it is that people will listen. 2. Plan podcast content. If you listen to most lesser-known podcasts and compare them against the most popular podcasts, there is a qualitative difference. Although Ira Glass and Sarah Koenig discuss the hours of planning and preparation necessary to produce their content—Koenig spent a year researching the Serial story before recording the podcasts—many people ignore that preparation. They see the success, attribute it to podcasting, and try to emulate it with semi-freeform conversation. Podcasts are another means to deliver content, so the same process for planning and developing a blog post or paid content would be appropriate for a podcast. Chris Moritz of Lowe Campbell Ewald recommends doing a "gap analysis" between the content you have and the content your audience needs/wants. With podcasting, you can repurpose existing content in a different medium. This means PR practitioners can reinforce key aspects of a given message without redundancy. Glass discusses preparation: 3. Augment your audio with text. Text is paramount for podcasts. Search engines don't listen to and deduce context from audio (at least not as of this writing). iTunes and YouTube don't deduce context from audio alone. So text is important for three elements:  Tags  Descriptions  Text (blog post/article) Tags serve to categorize your content. Look at podcasts on YouTube, Soundcloud and other popular hosts, and you'll see that tags add appropriate context to the file. For example, Serial tags its Soundcloud posts as #podcast, whereas Shane and Friends tags its podcast posts as #comedy. Descriptions serve to explain the content to potential listeners. Akin to the "meta description" of a post, it is a synopsis of a podcast or of a given episode. A great example would be the popular podcast Invisibilia, which describes the podcast as this: "Invisibilia (Latin for all the invisible things) is about the invisible forces that control human behavior— ideas, beliefs, assumptions and emotions. Co-hosted by Lulu Miller and Alix Spiegel, Invisibilia