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Podcasts: Strategy & Types Cheat Sheet by

Podcasts: Strategy & Types
marketing     strategy     types     podcasts

Podcast Strategy

Not only are podcasts convenient for listeners, they’re a relatively simple, cost-e­ffe­ctive content opport­unity for marketers. Consid­ering adding podcasts into your B2B content marketing mix? Before you get started, take some time to map out a strategy. Here are some things you’ll want to keep in mind.
Topic: A search for the term “marke­ting” on the iTunes Podcast app returned over 500 shows and thousands of episodes. On one hand, this means there’s a big market for this topic; on the other, it means there’s quite a bit of compet­ition. Fortun­ately, you can get as specific as you’d like with your topic to really focus on your niche.
Length: Podcasts range from one minute to two-plus hours, so the length of your show will depend on your subject matter and the format you choose. For example, you could keep it short by recording 60-second industry tips, or you could conduct one-hour discus­sions with experts in your field.
Freq­uency: How often you release your podcast is entirely up to you—just make sure it’s consis­tent. Joe Pulizzi of the Content Marketing Institute put it well when he asked, “Is your content antici­pated? Are you doing it on a regular schedule?” You can release your podcast daily, weekly, or quarterly as long as your audience knows when to expect it.
Format: One of the benefits of podcasting is its on-the-go audio format, but you can also create a video podcast. The benefit of this is the ability to upload it to your Facebook and YouTube pages for easy cross-­channel promotion.
Dist­rib­ution: How will you distribute your show? Buffer has a great guide for creating podcasts and submitting them to iTunes, but you shouldn’t stop there. Keep in mind that 51% of listeners tune in on the go, while 46% listen on their computers, so it’s a good idea to offer your show both on your website and on podcast apps (Edison Research). Then create a plan to promote your show on your social channels and your blog.

Podcst Types

Solo This is often a scripted podcast featuring one indivi­dual. Just as you wouldn’t have only one voice in your webinars, blog posts, videos, and other content, you should avoid having only one person featured in an entire podcast.
Inte­rview: The most popular format for podcasts. It typically consists of one or more hosts interv­iewing one or more guests about a topic.
Mult­i-H­ost: A show with two or more hosts. They can chat among themselves on a particular topic or they can interview a guest.
Repo­rti­ng: Typical NPR show or podcast, where the interv­iewer is reports on an issue and brings in an interview or two to support that reporting.
Narr­ati­ve: The style of public radio’s This American Life and Serial. Uses a mix of the report­er/host and guests telling a story, which could be true or fictional. Very popular podcasts for listeners.


The podcasting investment

Time: In total, it takes about a full day to develop and post a decent­-qu­ality interv­iew­-style podcast. For more advanced edits, or additional content creation, more time may be needed. The breakdown below assumes one podcast episode per week.
1. Finding and securing guests: 1 hour/week
2. Resear­ching guests­/cr­eating interview questions: 2-3 hours/week
3. Recording the podcast: 1 hour/week
4. Editing the podcast (in-house) + adding an intro & outro: 3 hours/week
5. Posting and marketing the podcast: 1-2 hours/week

Podcasts are pretty lean monetary invest­ments. It’ll cost about $100 to get started, with an upkeep cost of about $30-$50 per episode, for ongoing hosting and transc­rip­tion.
Recording softwa­re: I use Skype (free) and Ecamm call recorder ($29.95 purchase).
Microphone ($40-$­300) — It’s tempting to go all out with a mic because it looks cool and makes you feel like a deejay, but I don’t recommend spending too much on technical equipment at first. Find a less expensive option that works for the first few episodes, and once you know whether or not the podcast will be a long-term commit­ment, you can choose to invest more budget.
Editing softwa­re: GarageBand is free for Mac owners, and it works. Otherwise, I’ve heard great things about Adobe Audition ($19.9­9/m­onth) and Audacity (free).
Music: There are plenty of royalt­y-free music options.
Transcription: I highly recommend hiring a transc­ription service for each episode. This is not only for the SEO benefit of written content, but also for hearin­g-i­mpaired audience members, or those of us who prefer to read our content. There are many transc­ribing options on Fiverr, and Speechpad is a service that specia­lizes in transc­rip­tion. Cost is usually around $1/minute.
Hosting: SoundCloud ($15/month for unlimited uploads) is great for embedding podcasts in blog posts. Libsyn ($5+/m­onth) is a host many profes­sionals use. Both publish out to iTunes, Google Play and other podcast feeds.

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