YOUR IDEA. YOUR CONCEPT. YOUR PODCAST ”How to Podcast“-Guide #SennheiserXPodcast CONTENT
5 Finding your voice with Sennheiser 6 About Marc Mozart
Step 1: What you always wanted to talk about 7 Your purpose 7 Your format 7 Your upload time 8 Your podcast name and thumbnail
Step 2: Learn from other podcasters 9 Mixed by Marc Mozart 9 The GaryVee Audio Experience 10 The Tim Ferris Show 10 How did this get made? 10 Wait Wait … Don’t Tell Me!
Step 3: The right recording gear 11 PC, Laptop or mobile phone? 11 Microphone 12 PC 8 USB 12 MK 4 Digital 12 AVX-MKE2 SET 12 AMBEO SMART HEADSET 12 Memory Mic 12 HANDMIC Digital 13 Digital Audio Workstation (DAW) 13 GarageBand 13 Soundtrap 13 Audacity 15 The right use of your voice 16 The proper distance to your microphone 16 A good-sounding space 17 Recording and editing your voice – Step by Step 19 PRO TIPP: Mixing tools for your podcast 19 Equalizer 20 Compressor 20 Limiter 21 PRO TIP: Livestream of your podcasts on social media
2 CONTENT
Step 5: Find the perfect host for your podcast 22 Anchor 22 SoundCloud 23 Blubrry 23 Libsyn 23 Podigee
Step 6: Social Media Marketing – build yourself a listenership
25 Facebook 25 Instagram 26 Twitter 26 YouTube 26 LinkedIn 26 Alexa Flash Briefing 27 PRO TIPP: Sponsoring and monetization
Good to go? Or do you still have questions?
3 Your Idea. Your Concept. Your Podcast.
4 Finding your voice with Sennheiser
So you love podcasts and have But before you start there are some always wanted to start your own things to consider: How should you series? Then you’ve come to the right plan your podcast? What equipment place! With just a little effort you can can you use to record and edit your turn your personal passion into your podcast? How long should your epi- own podcast, have the opportunity to sodes be? And where do you upload share your passion and reach many them? On the following pages, Sen- listeners. The timing is great too as nheiser will show you what you need podcasts are currently experienc- to consider when designing, produc- ing a second renaissance: the num- ing and marketing your episodes step ber of podcasts and listeners is con- by step. In addition, there are valua- stantly rising – according to a study ble practical tips from podcaster and on the use of podcasts by Splendid mixing engineer Marc Mozart. Research, more than half of all those surveyed had already heard of pod- casts. Among 18 to 29-year-olds, that rises to almost 70 percent – many of whom listen to the format on a regu- lar basis.
Splendid Research GmbH „Trendmedium Podcast“
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5 About Marc Mozart Marc Mozart is an award-winning German music producer and mixing engineer. He has worked with international artists, film-projects and worked with German stars.
German Podcast https://itunes.apple.com/de/podcast/ mixed-by-marc-mozart-german-podcast/ id1234027679?mt=2
English Podcast https://itunes.apple.com/de/podcast/ mixed-by-marc-mozart/id1242016663?l=en
Website https://mixedbymarcmozart.com
YouTube
In 2015, his self-published educational book YOUR MIX SUCKS catapulted Marc into Internet fame in the pro audio Twitter community, with 100,000+ followers across his social media channels. His podcast show “Studio-Frühstück” (studio breakfast) regularly tops the Podcast charts in the music category.
6 STEP 1: WHAT YOU ALWAYS WANTED TO TALK ABOUT
Step 1: What you always wanted to talk about
Your purpose Your format Your upload time
The variety of podcasts is huge: Before you start, you should con- Now it is time to decide when and Lifestyle, technology, politics, sports, sider how you want to process your how often you want to upload your music and much more – podcast- content. Do you design your pod- episodes. Consider your personal sit- ers tend to seize on a subject close cast as a monologue or an interview? uation and decide accordingly: How to their hearts that they can really Do you speak out freely or do you often can you manage to upload a explore in full. And that‘s what you write a script for your episodes? Do new episode of your podcast? How should do as well! Let’s say you’re a you record on the road or at home? much time do you have for this fan of Indie Rock and know your way Or even a bit of everything? Again, hobby? The most important thing is around the scene. Perhaps you’re choose a format you feel most com- that you upload your episodes regu- backpacking across Brazil and have fortable in. larly and have fixed upload times. For a wealth of insider tips to share? Or example, you could upload a new epi- perhaps you are just getting into pho- sode each week on Fridays at 4 p.m. tography and would like to share your – this way your listeners could always first experiences with other begin- hear a new episode at the start of the ners? It doesn‘t matter whether you weekend. are an expert or a beginner in your subject – the important thing is that you can infect the listeners with your passion.
Marc’s tip: ”You don‘t need a script for your podcast, it‘s often enough to document your everyday life and show things you experi- ence in your everyday work. Of course, the prerequisite is that you talk a lot in everyday life. Clip on a microphone, start the recording - and your content almost creates itself.“
7 STEP 1: WHAT YOU ALWAYS WANTED TO TALK ABOUT
Your podcast name and thumbnail
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The name of your podcast should be Your thumbnail is also important, as –– Canva.com concise and briefly reflect your topic. many listeners choose their podcasts Canva is a website for graphic But make sure the name doesn’t get based on their interesting look – and design. Here you can use the photo too long or too complicated. This at best recognize your logo. You need editor to create your own logo for ensures that your listeners can easily help creating your ad image? Here free and add a matching font to it. find you. are some websites where you can Canva is also available as an app. find help for free or for little money: –– Fiverr.com Fiverr is an online platform where you can find people who create your own logo for little money. Sim- ply enter “Podcast Logo” or “Pod- cast Cover” in the search mask and select a suitable offer for you.
Marc’s tip: The name of your podcast is extremely important if you want to reach a wide audi- ence with your topic. Take a lot of time to find a name, write down different ideas and try out how they work in your pod- cast context. Before you make a final decision, you should get a second opinion.
8 STEP 2: LEARN FROM OTHER PODCASTERS
Step 2: Learn from other podcasters
When you start to dive deeper in your podcast material, you should not only consider your own format, but also always look left and right. You can learn a lot of tricks from other pod- casters, especially with regards to content. Listen to some podcast episodes and try to see how other podcasters prepare their content, what content strategies they use and what ten- sions they create in their episodes. Below is a list of podcasts that take a variety of different approaches:
Luísa Líon helps newcomers at the Blogger Workshop (www.bloggerworkshop.com) © Luísa Líon
Mixed by Marc Mozart
Marc Mozart is not only a major con- in which he talks with his staff about tributor to this “How to Podcast” current and upcoming projects, spe- series - he is also a music producer cial mixing challenges and many and sound engineer with his own stu- other exciting topics. dio. In his podcast “Studio Breakfast” Visit the podcast he documents his studio conference
The GaryVee Audio Experience
Like Tim Ferriss, Gary Vaynerchuk is uments his daily work and takes his also an author and multi-entrepre- listeners to business meetings or neur. He is considered a pioneer in meetings with celebrities, influencers the fields of digital marketing and or musicians. social media. In his podcast he doc- Visit the podcast
9 STEP 2: LEARN FROM OTHER PODCASTERS
The Tim Ferris Show
Tim Ferriss is an American author entrepreneurs, musicians, writers, and entrepreneur, known for his book politicians and many more about their The 4-Hour Workweek. In his pod- recipes for success. cast, he talks to the world’s leading Visit the podcast How did this get made?
Have you ever seen a movie so bad with their funniest friends, and report that it’s amazing? Paul Scheer, June back to you with the results. Diane Raphael and Jason Mantzoukas Visit the podcast want to hear about it! They’ll watch it Wait Wait … Don’t Tell Me!
Wait Wait ... Don’t Tell Me! is NPR’s tainment world while figuring out weekly hour-long quiz program. Each what’s real news and what’s made week on the radio you can test your up. On the Web, you can play along knowledge against some of the best too. and brightest in the news and enter- Visit the podcast
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10 STEP 3: THE RIGHT RECORDING GEAR
Step 3: The right recording gear
Microphone, connection type, Digital Audio Workstation (DAW), mobile phone or laptop – when it comes to podcast production equipment, beginners often have many questions: Which microphone do I need? How much money do I have to spend in total? What is a Digital Audio Workstation? Should I record with my smartphone or laptop? The following section will shed some light on the issue so that you know exactly how to position yourself at the end. PC, Laptop or mobile phone?
A question that is quite easy to answer: The PC is recommended if you only want to record from home with access to a stationary setup. The smartphone, on the other hand, is a suitable device for recording while out and about. The laptop is a nice hybrid: it can very well be integrated into a stationary setup and can also be used for recordings on the go. Microphone
No matter what, you will need a microphone for your podcast pro- duction - after all, you do not want to scare your listeners away with poor audio quality. You should ask yourself one question when choosing a micro- phone though: Do I want to record from home via PC or Mac or on the go via my smartphone? Or both? How- ever you decide, Sennheiser has the right microphone for every recording situation and every budget:
11 STEP 3: THE RIGHT RECORDING GEAR
PC 8 USB AVX-MKE2 SET Memory Mic
–– Suitable for: Beginners –– Suitable for: Professional (video) –– Suitable for: Video podcasters who –– Recording location: At home podcasters who want to stay flex- want to use their smartphones for –– What it is: Cost-effective combi- ible recordings nation of headphones and micro- –– Recording location: At home/ out –– Recording location: At home phone, easily connects to PC or and about –– What it is: Wireless microphone for Mac –– What it is: Wireless clip-on micro- smartphones, intuitive operation via –– Connection/connectivity: USB phone with transmitter so you can smartphone app, one-touch synchro- Learn more move around freely nization of audio and video –– Connection/connectivity: –– Connection/connectivity: Bluetooth XLR/3.5mm-Jack Learn more Learn more
MK 4 Digital AMBEO SMART HANDMIC –– Suitable for: From ambitious to pro- HEADSET Digital fessional podcasters –– Recording location: At home –– Suitable for: Beginners and profes- –– Suitable for: Amateur to profes- –– What it is: Condenser microphone sionals who value atmosphere sional podcasters with large diaphragm for high-reso- –– Recording location: Out and about –– Recording location: Out and about lution and warm voice recording –– What it is: The headset delivers 3D –– What it is: Hand-held microphone –– Connection/connectivity: USB/ sound and captures the world as for on the go, insensitive to wind Lightning we hear it - perfect for incorporat- and other disturbing factors, deliv- Learn more ing nature and ambient sounds ers content in broadcast quality –– Connection/connectivity: Lightning –– Connection/connectivity: Learn more Lightning/USB Learn more
12 STEP 3: THE RIGHT RECORDING GEAR
Digital Audio Workstation (DAW)
Once you have recorded your podcast with the microphone of your choice, you need to prepare the audio file for upload – this is where DAW comes in. For Apple or Windows users, there are several alternatives that allow you to pro- duce your podcasts for free. Below are your three best options:
GarageBand Soundtrap Audacity
(macOS/iOS) (available for all common operating (available for all common operating systems) systems)
GarageBand is Apple’s music pro- Soundtrap is a browser-based DAW, Audacity is a free DAW, but by com- duction software that comes free so you can use it in Google Chrome, parison to GarageBand the functions with all Apple devices. And here is Mozilla Firefox, Microsoft Edge and are a little bit constricted – cutting the first advantage: You can use it on other Internet browsers. Similar to podcasts, adding music and simple your Mac as well as on your iPhone or GarageBand, you can use Soundtrap audio editing is possible without any iPad. GarageBand offers any number via an app on your Apple or Android hassle though. Unfortunately, Audac- of audio tracks in a project and all the smart devices. Soundtrap BASIC ity does not have its own music and editing features you need. Plus, there is free, but it only offers you lim- sound library, so you have to get the are other useful features: Simply drag ited possibilities. However, you can sounds yourself (you can get royal- the voice recording preset onto your upgrade to the PRO, PREMIUM, and ty-free sounds from freesounds.org audio track and your voice will sound SUPREME versions of the software or opsound.org, for example). Once more present. You can also select at any time. The great thing about you have downloaded a few sounds, melodies and sound effects from the Soundtrap is that it is very similar to Audacity is very easy: You can drag sound library which you can use for GarageBand and is very suitable for and drop the audio files into free an intro or as a background for an beginners: There is a special tem- tracks, where you can then cut them, interview as examples. plate for podcasts that you can use edit them further and insert them into https://www.apple.com/de/ios/ for your recording. There is even an the desired position of your podcast garageband/ example for a podcast in the tem- sequence. plate itself, in which the process of https://www.audacityteam.org podcast recording with Soundtrap is explained once again. So every begin- ner can record quickly and easily. https://www.soundtrap.com
13 STEP 3: THE RIGHT RECORDING GEAR
Of course, there are also many other DAWs that are suitable for pod- cast production - but many have a much larger range of functions and cost more money, others are much more complex in their use than GarageBand, Soundtrap and Audacity. Maybe you’d like to take a look at them anyway:
Logic Pro X (macOS) Avid Pro Tools (macOS/Windows) https://www.apple.com/lae/log- https://www.avid.com/pro-tools ic-pro/ PreSonus Studio One Reaper (available for all common (macOS/Windows) operating systems) https://www.presonus.com/ https://www.reaper.fm products/Studio-One
Steinberg Cubase Ableton Live (macOS/Windows) (macOS/Windows) https://www.ableton.com https://www.steinberg.net/en/ products/cubase/start.html Tracktion Waveform (available for all common operating systems) https://www.tracktion.com/ products/waveform
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14 STEP 4: YOUR VOICE
Step 4: The right way of using, recording and editing your voice
Let’s take another step back before that: Maybe you’ve already found the right equipment but the sound of your voice is causing headaches for you. Here are a few tips and tricks on how to present your voice to sound its best:
The right use of your voice
Get comfortable with your voice: Who doesn’t know this feeling? You hear your own voice in a video or a voice message and think: “My God, that’s how I sound? That’s terrible!” First of all: Yes, that’s how you sound and no, that’s not terrible at all. You just per- ceive your own voice differently when you speak. But the shyness for your own voice can be trained down: Grab a recording device that could be your smartphone for exam- ple, and just talk about what you’ve been doing the last few days. You can listen to the recordings afterwards. Not only will you get comfortable with your voice, you’ll also recognize the strengths and weaknesses of your speech and be able to use them for your podcast.
What you should pay attention to while speaking: –– Do speaking and singing warm-ups before longer peri- ods of talking –– Drink a sip of still water from time to time to avoid a dry throat –– Use an even talking speed –– Use a windscreen to avoid hard pop sounds
What you should avoid while talking: –– Do not clear your throat and do not whisper – this irri- tates the mucous membrane and larynx, which can lead to the infamous “frog in the throat”. Better to drink a sip of water –– Speaking of water: Avoid sparkling water when talking – otherwise unwanted burps can slip into your recording –– Try not to speak sharp hissing sounds („s, sh“) directly into the microphone – these sounds can hurt the ears of your listeners
15 STEP 4: YOUR VOICE
The proper A good-sounding distance to your space
The room in which you record should microphone sound as “dry” as possible, i.e. have as little reverberation as possible. There is no right and wrong here but Too much reverberation makes you the distance is decisive for the sound: harder to understand and you also If you are close, your voice sounds get problems with the post-pro- bass-heavy and full (also called prox- cessing of your voice. As a gen- imity effect), but there is the dan- eral rule, empty rooms usually have ger that pop, hiss and breath sounds more reverberation than rooms with become stronger. If you are further shelves, sofas or carpets. Often the away, your voice sounds thinner and living room is therefore well suited you have a lot of surround sound in for voice recordings (lots of furniture the recording. and carpets), and the kitchen or bath- room (lots of smooth surfaces that reflect the sound) is not. The micro- phone and speaker should also not be placed too close to a wall, as the wall reflects the sound. This can lead to unwanted mixing of direct signal and reflection.
Marc’s tip: “Start a recording at a hand’s width away from the micro- phone and slowly walk further away or closer as you speak. That way you can find the position that’s right for you.”
Marc’s tip: “By clapping, you can simply test which of your living rooms has the least reverberation and absorbs the sound the best. This should be your new podcasting room.”
16 STEP 4: YOUR VOICE
GarageBand: Recording and editing your voice – In GarageBand you will find a list with matching effects on the left side and Step by Step in the “Voice” category you will find matching presets that you can add Microphone and voice are ready, now it’s time for the actual to your track by double clicking on recording. We have already recommended GarageBand and them. The “Narration Voice” preset Soundtrap – this free or inexpensive recording software is is particularly suitable for podcasts. In addition to the appropriate equal- described earlier in this guide. The advantage: Both programs izer and compressor settings, you’ll work similarly, so you can follow the following step-by-step also get a bit of reverb on your voice. instructions in both DAWs: You can use the reverb parameter below the audio recorder to control how strongly the reverb affects your Connecting and choosing GarageBand: voice. Alternatively, use the Bright your microphone Here the record button is located to Vocal, Classic Vocal or Natural Vocal the right of the play button. presets – try it out and select the one Simply connect the Sennheiser that best suits you. microphone of your choice to your Soundtrap: laptop, Macbook, PC, tablet or smart- To start the recording in Soundtrap Soundtrap: phone via USB or Lightning. Your you can simply click on the big “Start With Soundtrap you can simply microphone is usually recognized and Recording” button. A short count- select the “Voice & microphones” selected directly by the DAW. down will begin until your recording preset when creating a new track. starts. Below the audio editor there is a GarageBand: dropdown menu with many different Here you can easily check the con- effects, very similar to the selection nection type via the “Input” options: in GarageBand. Here you can choose Simply click on “Input Device” and Cutting from the different presets (the default select the right microphone from the Once you’ve recorded your first takes, setting is “Voice Clean”). drop-down menu. you’ll probably want to cut a few pas- sages – be it the start and end points Soundtrap: of your recording, or to remove the In Soundtrap the selection is also occasional stumbles over words Background music and not difficult: Click on “Settings” and within the podcast itself. The proce- sound effects then on “Sound setup...” – here you dure is the same for both Garage- Maybe you’d now like to add some can select and configure your micro- Band and Soundtrap: Drag the play- music or sound effects to your pod- phone. head to the location you want to cut. cast? For example, you can produce Then click “Edit” and select “Split a short intro that you always turn on Regions at Playhead” (GarageBand) before your episodes or add a music or just “Split Regions” (Soundtrap). Recording bed to certain sections of your pod- You can then cut out the unwanted Select the audio track you want to cast. part of the recording. Important: record on and check your micro- Always cut at places where you don’t phone signal: You should speak into GarageBand: speak, otherwise you’ll be incorpo- the microphone and make sure that In GarageBand you’ll find three icons rating unwanted crackling and noise the level is not too low, but also not in the upper right corner, with a click into your recording. in the red range. Once the level is on the circular one in the middle set, you can click on the red record you’ll get to the sound library. Here button – and the recording should you can search for sound effects start. Before you record, test the Edit your voice with presets and music loops, either via keyword microphone a few times and check Once you’ve got your recording in search (e.g. ‘Guitar’) or via the differ- if the waveforms are displayed in shape you can enhance it further in ent categories. Once you’ve found a your track to make sure you’re really terms of sound. Both GarageBand sound, simply drag and drop it into an recording. Then you can start your and Soundtrap offer matching pre- empty audio track in your project – voice recording. sets that you can use to edit your where you can edit it, add effects and audio recordings. customize it to suit your needs.
17 STEP 4: YOUR VOICE
Soundtrap: Soundtrap: podcast to your hard drive. In the Again, Soundtrap is very similar to You can access the Automation export menu you can choose from GarageBand in this regard: You can Curve feature in Soundtrap by click- different file types: With WAVE and access the sound library on the right ing the automation curve icon on the AIFF files the audio material remains side of the editor with a click on the far left of your track settings. The vol- uncompressed but the files may clef symbol. This opens a menu with ume curve can be edited in the same become very large. AAC and MP3 on many different sounds, which you can way as GarageBand. the other hand compress the audio filter by keyword or category. which makes the files much smaller – but the difference is only noticeable Exporting on high-resolution playback devices. Therefore AAC or MP3 files in High Automation curve Before you create your mixdown and Quality (192 kBit/s) are sufficient for When working with sound effects and export the file, you should listen to your podcast episodes. Now all you music it’s possible that you may need your project again. Do all volumes fit, have to do is click “Export” and your different volumes in different places. especially the ratio of music to voice? podcast file will be saved to your hard For example, the music should be Is the overall volume of your project drive. much quieter when you talk over it not too low and not too loud, mean- than when you play it alone. ing the master fader doesn’t hit the Soundtrap: red area? Are there unclean cuts any- The export process for Soundtrap is GarageBand: where? Are the start and end points very similar: Simply click on “File” in In GarageBand, mark your music clip of your podcast correct? Once you the main menu, “Export” and then and press A to access the automa- have checked all these points again, on “Export project to mp3 file” for a tion curve. You can use this curve to you can export your file. compressed file or on “Export pro- adjust the volume of the music, or ject to wav file” for an uncompressed you can let the music fade in and out GarageBand: file. The mixed file can then be down- slowly to create smooth transitions. In the GarageBand menu, click loaded. “Share” and then “Export Song to
Disk” to save the audio file of your
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18 PRO TIPP: MIXING TOOLS FOR YOUR PODCAST
PRO TIPP: Mixing tools for your podcast Once you’ve followed the steps above, your final podcast file should sound very good as a starting point. But maybe you’d like to get even deeper into podcast production and not just control the sound of your podcast with presets? The following three tools can be found in almost every DAW - and they can help you further modify the sound of your podcast.
Tip 3: Ideally, voices sound very “clear” and have good speech intel- ligibility. It is a big misconception to achieve this by increasing the treble. The energy of the voice is in the mids and with a mid-raise every voice gets more energy and clarity. The trick is to slightly raise the mids at several frequencies so there is no unpleas- ant resonance at one frequency. If you raise the voice slightly at 2.5kHz, 4.5kHz and 8kHz (0.5 to maximum 2dB) you will get a very balanced energy and clarity. Of course you should always let your hearing decide: Every voice is different and it’s worth going higher or lower and do some “guesswork”: Listen carefully to the exact frequency at which your voice benefits from the boost - and raise this range specifically.
Tip 4: Caution is advised when lift- ing the range between 100 and 150 Hz. On small speakers the voice may sound fuller, but on large sys- noises at all but they disturb the parts tems the bass can quickly drown you want to hear considerably. If, for Equalizer out everything else. Lifting above example, you use a compressor in 10,000Hz (= 10kHz) is also danger- The equalizer is a kind of filter that further processing it would bring the ous. Boosting these frequencies can lets you change the frequency range sounds further forward. quickly become painful for your ears. of an audio signal. This way you can Remember: The important compo- make certain parts of your voice stand Tip 2: If the voices sound cold and nents of the human voice are in the out while others can be softened thin, you can use an equalizer in the frequency range between 200Hz and or even cut away, thus making your 200 to 700 Hz range to carefully raise 10kHz. voice clearer and more intelligible. the frequency to broadband. Profes- . sionals use a plug-in version of the Tip 1: When editing your voice, you classic Pultec MEQ (a tube equalizer should set a lowcut at about 80 to 100 from the 50s) with a slight boost at Hz. This range is below your vocal fre- 200 to 300 Hz. This boost is so soft quency, with the lowcut you cut away and smooth that the sound always noise that has nothing to do with your benefits from it and becomes warmer recording. You often don’t hear these and fuller.
19 PRO TIPP: MIXING TOOLS FOR YOUR PODCAST
until the compressed signal is as loud at the same time give your podcast Compressor as the output signal again. Try to ori- some loudness. Drag the limiter to entate yourself by these values and your master track and make sure that In audio engineering, a compressor experiment with the parameters until the out ceiling is -1 dB. Lower the limits the dynamic range of an audio your voice is well compressed. threshold until only the level peaks signal. When applied to the voice, Remember: If background or breath- (1 to 2 dB) are compressed by the this means that the gap between the ing noises are pushing to the fore- limiter. This gives you a loud sig- quietest and loudest peak in your ground, you have exaggerated the nal but the level does not exceed the audio track is narrowed, smoothing compression. If in doubt, less is more! limit value of 0 dB. Be careful not to out your performance and preventing compress too much, otherwise your overdriving. signal will be crushed and has no dynamics! Tip: The impact of a compressor Limiter depends on the dynamic range and The limiter is an extreme form of a volume of the input signal which is compressor that reduces the audio of course different for each applica- signal to a certain level. For example, tion. That’s why it’s hard to give uni- you can prevent loud peaks in your versal tips here. But try the follow- recording from exceeding a certain ing: Choose a ratio of 4:1, an attack value – this type of compressor is time of 10 ms and a fast release time also called a “brick wall limiter”. of about 20 ms. Thus, short tran- sients are compressed but the major- Tip: It may be worthwhile to use a ity of the signal remains unaffected slight form of brick wall limiting on thanks to the short release time. You your master fader. This way you can can lower the threshold as far as -5 prevent the sum of your tracks from dB of your signal can be compressed. exceeding 0 dB on the master fader Finally, just turn up the gain control which may clip or distort it – and
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20 PRO TIP: LIVESTREAM OF YOUR PODCASTS ON SOCIAL MEDIA
PRO TIP: Livestream of your podcasts on social media Have you ever thought about streaming your podcast on your social media channels? How important social media marketing can be for your podcast promotion will be explained in a later chapter. But already at the production stage you should think about whether a lives- tream might be something for you. However, you should have some experience with this because: Live is live, what happens is also sent to your followers. So if you lose the thread completely, you can’t cut your mistakes out of the recording anymore.
Of course, the livestream offers you various advantages: You can gener- ate additional video content for your followers and play on several chan- nels at the same time. This gives you better opportunities promote your podcast across different media. On the other hand, such a setup is much more complex: For example, you can use your smartphone as a device and stream it via Facebook or YouTube, for example.
21 STEP 5: FIND THE PERFECT HOST
Step 5: Find the perfect host for your podcast
It is finally done! The final version of your episode is produced, slumbering on your hard drive and waiting to be released to the world. And that’s exactly where the next step begins: Now it’s time to find the best hosting service to bring your podcast to your potential audience. Ultimately, the hosting service is of course a personal matter of taste - but Marc has a clear recommendation for you:
your podcast via the Anchor app and well as in a free basic version with then upload it directly. So you can limited upload capacity. Because Anchor always monitor your channel on your many people use SoundCloud to find smartphone. new music and podcasts, you can Anchor is a free hosting service that https://anchor.fm take advantage of this service: Build places your podcast episodes on all a fanbase and use the detailed statis- major platforms such as Apple Pod- tics to get to know your listeners and casts, Google Podcasts or Spotify, so pick them up from there. On other you can reach your followers on any SoundCloud platforms like Apple Podcast or Spot- of these. All you have to do is create ify, your podcast will not be uploaded a profile with your name and profile SoundCloud is an online service used automatically. picture, and you’re ready to upload by musicians and podcasters to dis- https://soundcloud.com/for/ your episodes. In addition, the host tribute songs and podcasts. The ser- podcasting offers you the possibility to produce vice can be used in a Pro version as
Marc’s recommendation: “I tried many different services and ended up with Anchor for my podcast. Anchor is not only easy to use and places the podcast on all major plat- forms such as Apple Podcasts, Google Podcasts or Spotify - it also offers a very good app for all smart devices, with which you can manage your own podcast channel while on the move.”
22 STEP 5: FIND THE PERFECT HOST
Blubrry Libsyn Podigee
Another alternative for hosting pod- Libsyn is one of America’s largest The European hosting service Podi- casts is Blubrry – but in the basic ver- hosting providers. For an entry-level gee impresses with speed: Your pod- sion here you have running costs of price of $5 per month, the host offers cast episodes are published in just a at least $12 per month. Blubrry also many features such as publishing few minutes. After a 14-day trial ver- has a key advantage for bloggers: the tools, media hosting and delivery, and sion, the “Bedroom” version starts at service works with Wordpress and RSS feed for iTunes. In addition, there €6 per month. It includes everything can therefore be seamlessly inte- is a website, statistics and advertis- you need for podcasting: a website, grated into your own Wordpress blog. ing programs for further marketing of a feed for iTunes, Spotify, Deezer and You can upload new podcast epi- the podcast. The app is available for other platforms, basic statistics for sodes directly from the Wordpress iOS, Android and Windows devices. your podcast and two hours of upload desktop. https://www.libsyn.com time per month. https://www.blubrry.com https://www.podigee.com/de/
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23 STEP 6: SOCIAL MEDIA MARKETING
Step 6: Social Media Marketing – build yourself a listenership
Your podcast is produced, uploaded, and available on popular streaming services. But now you need to get your potential listeners aware of your podcast – a task that’s not that easy. Depending on the topic you are competing with many other podcasts for the audience’s favor and must provide them with incentives to listen to your podcast. The best way to do this is to market your podcast through social media. Here are a few tips and tricks on how to build a basic audience:
24 STEP 6: SOCIAL MEDIA MARKETING
Get help from family and friends Building a community of listeners can be hard and frustrating, espe- cially at the beginning: You put a lot of work into your project but get little or no feedback. Don’t let this discour- age you, however. Rather start by promoting your project to family and friends. Here you have a good chance that your project will meet with open ears and that they will regularly lis- ten to your podcast. If you convince them, they will also act as multipliers for you: In the best case, they share your podcast via their social media channels and thus make more people aware of your project.
Create your own website The website serves as a kind of home for your podcast project - this is where everything comes together. Users can find background informa- tion on your podcast, links to all epi- sodes and additional content such as pictures or videos. It also makes it easier to find you using Google Search. Many of the hosting services Facebook Instagram we introduced to you in the previous step already offer you their own web- With over two billion users, Facebook Instagram gives you three tools in site in one of their packages. is one of the largest social media net- one app: Feed, Stories and IGTV. In works in the world. Here you should your feed, you should post selected create your own fan page for your images related to your podcast. For podcast, invite your Facebook friends example, if you talk about your last to follow it and feed them regu- trip in your next podcast episode it larly with new content: links to your could be a picture of you on that trip. new episodes, background articles, Be sure to use relevant hashtags to exclusive behind the scenes content reach the right audience with your or links to articles or videos related mail. Your stories should have a more to your topic. In your postings, you documentary character: For example, should ask your followers questions, you can post a short video on how to encourage discussion or ask them record your upcoming episode and for feedback – your posts will reach announce it with a short text. Try to more people through likes, com- make your followers curious about ments, and shares. It may also be your upcoming podcast episode. You helpful to create your own Facebook can then upload selected videos to group: This is where your followers IGTV later and make them perma- can exchange ideas about your topic nently available to your followers. with each other.
25 SCHRITT 6: SOCIAL MEDIA MARKETING
Twitter LinkedIn
As a short message service, Twit- LinkedIn started out as a kind of job … and I have to use all of this!? ter is perhaps not ideal for promoting exchange, but in the meantime it has Clear answer: No! Nevertheless, you your podcast but you can still take become a social media network with should have a look at all the networks advantage of the platform’s mecha- a business focus. That’s why Linke- and then decide which one you want nisms. Try to get involved with topics dIn is especially worthwhile for pod- to use. Which platform is best for that are relevant to your podcast and casters who want to market their own you? Which networks do you already attract the attention of users. That business model with their series. In use as a private person? Where can way you can win new listeners. your contributions, always refer to you best address your target group? your business and offer background Focus on fewer social media plat- information for your followers. forms and use them extensively. YouTube
YouTube is worthwhile for you if Alexa Flash you’re making a video podcast. Many users prefer content with video mate- Briefing rial over pure audio content. Offer them both: host your audio podcast Amazon’s Alexa Flash Briefing comes on various streaming services and closest to the podcast – you can give upload a video version to YouTube your followers updates on your pro- – all accessible directly from your ject via short voice messages. Don’t homepage, of course. use Alexa Flash Briefing to upload your own podcast, but to promote it with short teasers.
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26 PRO TIPP: SPONSORING AND MONETIZATION
PRO TIPP: Sponsoring and monetization Concept, production, hosting and marketing - your podcast project is up and running and you already have a wide audience. But maybe you want to take your series to the next level and even earn some money with your hobby? If so, monetization or the search for a sponsor could be interesting for your podcast.
The most important point here is that be associated with the company and vices. However, you should not pri- advertising and sponsorship should its products. Can you identify your- oritize advertising for your products be smoothly integrated into the pod- self with the products and company in your podcast because the same cast. So if you’re doing a podcast values? Does the cooperation also fit applies here: advertising should be about detective stories, working with humanly? Can your listeners bene- smoothly integrated into your pod- a pet food manufacturer could be dif- fit from such a partnership or are the cast and not interfere with your ficult. However, it looks different with products interesting for them? If all actual topics. a thriller publishing house - apart these factors fit, such a cooperation from topic and product, the idea of can be profitable for both sides. the promotion should be suitable as well. Also look carefully at the organ- If you have your own company, you ization that stands behind the offer: can of course use your podcast to Through cooperation, your name will promote your own products and ser-
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27 DO YOU STILL HAVE QUESTIONS?
Good to go? Or do you still have questions?
If you have followed every step so far, your project should have kicked off and your pod- cast may well have already reached the ears of its first listeners. Of course it is possible that you still have questions about conception, production and marketing that have not been answered here. If so, you’ll probably find it a good idea to pop by the Sennheiser YouTube channel: Marc is currently working on a FAQ video that will conclude the “How to start your own Podcast” series. He goes into detail about questions that have come up from podcast beginners. If you don’t have any more questions, you’re good to go – Sennheiser and Marc Mozart wish you lots of fun and success with your own podcast!
Visit the Sennheiser “How to Podcast” webseite
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