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Podcasting 2022

NOBODY CAN TELL YOUR STORY BETTER THAN YOU

JON GAY, JAG IN DETROIT PODCASTS

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REMEMBER THIS? (RIP BETTY WHITE)

THIS IS HOW SOME PEOPLE THINK PODCASTS SOUND!

LEAVE OUT THE BORING AND GET TO THE POINT!

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SET THE TABLE – MANAGE EXPECTATIONS

START OFF WITH SOMETHING ENGAGING, THEN TELL YOUR AUDIENCE WHAT TO EXPECT.

  1. WHY PODCASTING CAN HELP YOU OR YOUR BUSINESS
  2. CURRENT PODCASTING STATS
  3. HOW TO ACTUALLY DO PODCAST, WITH BEST PRACTICES.

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THE POWER OF AUDIO

VIDEO

  • Takes time and high expense to produce
  • Can (should) only be consumed while stationary (i.e. not while driving/walking)
  • Engages less of the brain – the visual is there for you.

AUDIO

  • Less expensive and time consuming to produce
  • Can be consumed on the go – walking or driving
  • Intimacy – like your favorite radio host
  • 36% more memorable than video because it paints a picture and engages your brain. Listen.

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GENERAL BENEFITS OF PODCASTING

  • It’s a medium built for smartphones, a device that has almost literally become an appendage of our very bodies. Podcasts deliver instant information in your hand, providing a palatable antidote for hours spent in the car.
  • Podcasts push your brand in a different way than traditional advertising. When we watch “Shark Tank,” why do we root for the latest hopeful being grilled by “Mr. Wonderful”? Because we heard not just their slogan, but their story. Podcast fans share a similar intimacy with the speaker, digesting the information but also their journey, the angst or boldness in their voice.
  • The ROI (time and effort) for podcasting has a staying power that is unlike any other: A good podcast episode lives forever, and can be repurposed as a blog post; spun out on social media; transcribed and published; and be part of a growing library of content.

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A PODCAST SHRINKS THE DREADED SALES AND MARKETING FUNNEL!

YOU ARE HERE!

  • A podcast listener is already aware of you.
  • They are already engaged with you.
  • If they’ve listened to your podcast, they may have interest.

You can easily track leads from your podcast with a CTA / Vanity URL

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Move from “leads to relationships” and “skeptics to fans.”

”Creating an audio campaign is a sought after opportunity to connect your brand across multiple screenless worlds.” - Chelsea Jade Campbell, AdWeek

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Interviewing Influencers

  • Who doesn’t like to talk about themselves? Coming on your show can be an ego boost for your guest. But, it’s also a valuable opportunity for you.
  • By having subject matter experts (SME’s) on your show, you are adding to your credibility.
  • You can tap into the networks of your guests by having them agree to share the content across their platforms.
  • It shows a personal touch.
  • A chance to increase your SEO with more original content (Google LOVES original content!)

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PODCASTING BY THE NUMBERS

JANUARY 2022

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PODCASTING VS RADIO – THEN AND NOW

ALL RADIO VS PODCASTING

  • TIME SPENT LISTENING TO THE RADIO VS LISTENING TO PODCASTS
  • 2014: 25 TO 1
  • 2021: 6 TO 1

TALK RADIO VS PODCASTING

  • TIME SPENT LISTENING TO SPOKEN WORD RADIO VS LISTENING TO PODCASTS:
  • 2014: 10 TO 1
  • 2021: 2 TO 1

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LET’S START PODCASTING!

Q: WHAT IS THE FIRST THING YOU NEED?

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A: YOU NEED A PLAN! IT’S CROWDED OUT THERE!

  • WHO? WHO WILL BE THE SHOW HOST(S)? AND WHO WILL YOU HAVE FOR GUESTS, IF ANY?
  • WHAT? WHAT IS YOUR SHOW ABOUT? PLEASE, PLEASE ANSWER THIS BEFORE YOU PRESS RECORD!
  • WHEN? HOW OFTEN WILL YOUR SHOW RELEASE? 1-2 PER MONTH IS GOOD, BUT CONSISTENCY IS KEY. HAVE AN ENTIRE SEASON MAPPED OUT.
  • WHERE? DO YOU HAVE A GOOD RECORDING SPACE FOR YOUR SHOW? WILL YOUR CO-HOSTS BE REMOTE OR IN THE SAME ROOM?
  • WHY? WHY ARE YOU PODCASTING? HOBBY? BRANDING TOOL? BECAUSE SOMEONE TOLD YOU THAT YOU’RE FUNNY AND SHOULD HAVE ONE?

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IT LOOKS CROWDED, BUT IT’S NOT AS BAD AS YOU THINK.

  • OVER 2.3 MILLION PODCASTS EXISTED LAST SUMMER.
  • ACTIVE SHOWS (IN PURPLE) HAVE CREATED CONTENT IN THE LAST 90 DAYS.
  • ONLY 323,000 HAVE CREATED MORE THAN 10 EPISODES AND ARE STILL DOING IT.
  • THAT’S ONLY 14 % THAT YOU’RE COMPETING WITH!

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EQUIPMENT AND SOFTWARE

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Blue Yeti

The one microphone NOT to buy when starting a podcast:

  • Claims to be able to record multiple people.
  • Condenser mic (bad for most rooms)
  • Retails for about $100.
  • (Don’t worry if you already have one, I can help!)

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Samson Q2U

The one microphone you need to start a podcast:

  • Comes with USB and XLR connections
  • Dynamic, NOT Condenser
  • Retails for about $70-$80

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Audio Recorders (if Recording in Person)

Zoom H4N

Focusrite Scarlett

Rodecaster Pro

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Remote Recording Software:�NOT to Use

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Remote Recording Software:�That you SHOULD Use:

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Editing Software �Please Edit Your Show (or Pay Someone To)

  • Garageband (MAC) and Audacity (PC and Mac): Free
  • Adobe Audition (part of Adobe Suite)
  • Logic (Mac)
  • Hindenberg
  • Reaper
  • Pro Tools
  • “The Best DAW (Digital Audio Workstation) is the one you’re comfortable with.”

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How long should my podcast be?

It Depends!

Too short is better than too long. “Leave them wanting more.”

People have limited attention spans. Don’t mess around, and don’t stretch.

Podcasts can be 3 minutes or 3 hours. Ignore the “22 minute” myth. People listen on demand.

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Trailer and Artwork

Podcast Trailer

  • Can be anything (I like 1-3 minutes)
  • Like a movie trailer, it can be a “teaser” for a new listener without having to commit to a full episode.
  • Also, you can submit the short trailer to podcast apps while you’re still working on a full podcast episode.

Podcast Artwork

  • Has to be square, not rectangular (height must match width)
  • Minimum 1600x1600 pixels
  • Maximum 3000x3000 pixels
  • Most will see on phone – communicate what your show is about in a picture. Faces OK.

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Examples:

  • Trailers:
    • Marrow Masters Season 6

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    • It Shouldn’t Hurt to Be a Child

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Publishing Your Podcast – You Need a Host!

  • Like a website, your audio has to physically “live” somewhere.
  • You pay for the host, then it’s free to get on all the apps – Apple, Spotify, etc.
  • Most hosts will charge starting around $15/month.
  • Beware free hosts like Anchor, you may not own your content. Nothing is really free!
  • To publish, you need audio and show artwork.
  • Your host will give you a URL that is your RSS Feed: i.e. https://feeds.simplecast.com/amcCfHtJ

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Connect Your Show to The World (Free)

  • The Big 3 Podcast Apps are Apple Podcasts, Spotify, and Google Podcasts
  • All other podcast apps represent less than 2% of app listening.
  • Go where your audience is – I also submit to Amazon, Stitcher, TuneIn, and iHeart Radio – there are others. Being on an additional app cannot hurt you – it can only help you.
  • Add your podcast to YouTube – you can do it without video (Apps like Headliner)
  • If you have a Facebook Business page, connect your RSS Feed.

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Promote Your Show Everywhere!

Top 3 methods of Podcast Discoverability

  1. Internet (Google/YouTube) Search – keep SEO in mind when writing show notes
  2. “Old School” Word of Mouth – recommendations of friends and family
  3. “New School” Word of Mouth – social media

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Apple Podcast Charts do NOT drive podcast discovery, and beware scammers who will try to get you to the top.

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Beat the Algorithm!

  • Posting on every social media app is great, but how do you guarantee your desired audience will get your new podcast episodes when posted?
  • Ask them to follow your show. Apple and Spotify will alert them when new episodes release.
  • Note: Follow = free. Subscribe = $$.
  • Even better: an email list!
  • If you can cultivate an email list for your podcast, you can email them when a new episode releases.
  • If they’ve opted in, they will always see your communication.
  • You can offer a “lead magnet” like a giveaway to entice sign-ups.
  • You can also offer them exclusive content.

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A Big Pandemic Winner: The QR Code!

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How do I Make $100 million like Joe Rogan?

You don’t. In fact, you probably won’t make money in the first 1-3 years.

People bail on podcasting as soon as 8 episodes, or after the first year.

Joe Rogan spent over a decade developing his brand and building his audience.

Your goal with podcasting (short/medium term) should not be to make money.

Your goal should be to connect with your audience and create content and brand awareness.

You may find a sponsor in your niche, but the big advertisers will wait until you have thousands of downloads each episode, maybe tens of thousands.

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R-E-S-P-E-C-T Your Audience!

Your audience is making a large time commitment to listen to your podcast. Don’t waste their time with:

  • Endless Banter and Tangents
  • Poor quality audio
  • Inconsistent Volume
  • Um…uh…you know…like…other stuff.

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QUESTIONS?

CALL 313-757-2JAG (2524)

EMAIL: JAG@JAGINDETROIT.COM

SOCIAL:

@JAGINDETROIT

WEBSITE:

WWW.JAGINDETROIT.COM