We are living in a very exciting time and an era where our everyday lives are dictated by technology. The growing digital media phenomenon has given us the opportunity to create platforms that can reach a global audience (how exciting) allowing us to share content that connects us, inspires us, and brings us together as like minded folk. What better way to connect with our audience and to bring us closer then by using the power of a podcast voice to share informative content and interesting stories.
Firstly establish your why? Understand your intention and motivation for your podcast and then work out how you are going to best market your podcast to your audience. What key messages and information will your audience take away from your podcast and how can they incorporate your podcast wisdom into their everyday lives? So think of your podcast as a way of giving your audience a gift of something different.
Here’s what I have done with my podcast, The Desmore Chats With Podcast https://desmoremedia.com/category/podcast-episodes/. When I created my show I broke my “why” and “intention” into two main categories. This method might be able to help you work out why you are creating your podcast.
Personal Podcast – This is when you create a podcast with the intention of being a ‘personal experience’ platform whereby you can connect with like-minded people, tell your story, share your personal journey and anecdotes. Your intention is focused around sharing your passions and life’s wisdom with your audience. This podcast could be created purely as a hobby, a personal brand launch pad or purely as a creative outlet that showcases your talent. Your podcast can also be a valuable tool in promoting your business and raising your personal profile, becoming your PR campaign. Which leads into a transition into the Business Podcast.
Business Podcast – If you are setting up your podcast for the purpose of raising awareness of your business or gaining financial revenue from your podcast through advertising and product promotions, then you will need to establish from the start a different approach to delivering your podcast message. Ask yourself this one important question, how am I going to make and maintain a return on investment?
A few things to consider when taking the business approach:
- How can I use my podcast platform to promote my business and express exactly what I am selling?
- How am I going to at least break even with my investment expenses, i.e. purchasing equipment, finding a suitable studio or recording location, will I need to outsource my episode editing, promotional material, advertising, etc., and most importantly, how much time am I going to have to invest in my podcast production to see a profit.
- How much am I going to charge my client for advertising? Most importantly do I have all of the ‘back office’ and supporting documentation covered, including clearly expressed advertising rates and an updated press kit always ready to send off at my client’s request?
Lastly, identify your listener, understand where your ideal podcast listener hangs out; and understand their likes, their lifestyle and their common habits. Ultimately your audience is your traffic and your goal would be to reach as many listeners as possible. By offering them value for their time, they will continue to return and listen to your podcasts.
Once you have clearly established your ‘why’ and ‘how’ then you are well on your way to producing a podcast that will not only benefit your audience but most importantly, one that you will enjoy producing, creating and sharing with your wide reaching communal platforms.
In my future articles I will provide you with a deeper understanding of the various aspects that goes into creating the perfect podcast.