Pod­cast your mar­ket­ing net wider with th­ese top tips

The Daily Telegraph - Business - - Business - By Anna Isaac

WHILE many pod­casts have lit­tle im­pact in such a crowded mar­ket, some be­come highly ef­fec­tive mar­ket­ing tools that raise aware­ness of a firm’s ex­per­tise and of­fer in­sight in ar­eas such as in­no­va­tion, sales and lead­er­ship.

Given the po­ten­tially high mar­ket­ing value and low pro­duc­tion costs, how can small busi­nesses get in­volved in pod­cast­ing them­selves?

Equip­ment and host­ing

A mi­cro­phone, com­puter and some record­ing soft­ware (and per­haps a free­lance edi­tor, if nec­es­sary) – those are the only tools that a team needs to get started in the world of pod­cast­ing, says Tim Cameron-Kitchen, the head of Exposure Ninja, who hosts his own dig­i­tal mar­ket­ing pod­cast.

“It will also need to be hosted some­where,” he ex­plains. “Lib­syn is the in­dus­try stan­dard for pod­cast host­ing. It’s cheap, easy to use and gives you some use­ful lis­tener stats.”

Other op­tions in­clude Blu­brry, Buz­zsprout, Pod­bean and Fire­side.

Janet Mur­ray, PR ex­pert and au­thor, is also a keen pod­caster. She said mu­sic was of­ten used. “You will prob­a­bly need an in­tro and outro,” she said. “You can get copy­right-free mu­sic at web­sites such as Mu­sic Bak­ery, Ja­mendo and Au­dio Jun­gle.”

Emma-Vic­to­ria Houl­ton, founder at pro­duc­tion com­pany Art of Pod­cast, says busi­ness own­ers will need to con­sider the best routes for dis­tri­bu­tion.

“If you want to get the most eyes on your con­tent, you will want to sub­mit your pod­cast to iTunes,” she said.


For­mats for pod­casts vary, but an in­ter­vie­wee with use­ful ex­per­tise or en­ter­tain­ing in­sights that are highly rel­e­vant to the tar­get au­di­ence is the best place to start. But with ex­perts comes jar­gon – some­thing to be strictly avoided, warned Ms Houl­ton. “Our pre­sen­ter en­cour­ages the guest to ex­plain any jar­gon or acronyms, and pre­vents them from go­ing off on a tan­gent,” she said.

Grow­ing an au­di­ence

In­ter­views can bring many ben­e­fits, par­tic­u­larly if you’ve man­aged to bag an in­flu­en­tial ex­pert or per­son­al­ity, Ms Mur­ray ex­plained. “Get­ting a guest on your show who has a big­ger au­di­ence than yours can help to get your con­tent in front of a wider au­di­ence,” she said.

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