Getting Started with Podcasting Before we get started, let’s talk Zoom webinar tools. Audio Settings: Q&A: This is where you can Use the Q&A button for choose your audio settings questions you’d like the such as selecting your presenter to answer that speaker. Everyone will be have to do with the muted during the webinar. content being covered. Chat: Use the Chat button for adding examples, participation with the presenter, or side chatter. You can choose to share your message with everyone on the webinar, or just the panelists in the chat window. Jorie Munroe Inbound Professor I could talk forever about: reporting strategy, flywheels and funnels, Game of Thrones, and cooking shows. Favorite podcasts: Lore, Last Podcast on the Left, Myths and Legends, Directionally Challenged, Noble Blood Anni Kim Inbound Professor The past few weeks at home I... cooked a ton of korean food, attempted calligraphy, became a plant mom! My favorite podcasts: Dr. Death, Getting Curious with Jonathan Van Ness, Gladiator: Aaron Hernandez and Football Inc., Stuff You Should Know HubSpot Academy HubSpot Academy is the worldwide leader in free online training for inbound marketing, sales, and customer service professionals. We specialize in comprehensive certifications, singular topic courses, and short lessons for professionals looking to grow their career and business. The HubSpot Academy team purpose is to educate and inspire so that we, together, transform the way the world does business. Agenda 1. Podcasting as Content 2. Finding Your Ideal Listener 3. Planning Your Episodes 4. Your Value Proposition 5. Choosing a Podcast Format 6. Your Podcasting Toolkit 7. Growing Your Audience Icebreaker ● Name ● Company/Industry ● Favorite podcast and why ● https://tinyurl.com/AustinHUG Poll A poll should launch on your screen. Tell use what you do? ● Marketing ● Sales ● Services ● Ops ● Other Poll A poll should launch on your screen. How comfortable do you feel creating content for a podcast? ● 1: You’ve listened to podcasts but don’t know how it could help your business. ● 2: You are curious about how to start a podcast. ● 3: You’ve considered starting a podcast and started researching how to do it. ● 4: You’ve started the podcast creation process. ● 5: You actively have your own podcast. Podcasting as Content A crash course in what you need to know What is a podcast? A program (as of music or talk) made available in digital format for automatic download over the Internet A brief history of podcasting The word “podcast” is a combination of “iPod” and “Broadcast.” Adam Curry and Dave Winer coined the term when they created a program called iPodder in 2004. Apple’s early investment Apple picked up on this trend in 2005 by adding “Podcast Support” to iTunes. Apple's early investment in the podcasting space has given the company a de facto top spot in the market. Modern Listenership The world’s most popular apps Apple makes up two-thirds of podcast listeners. Spotify has the second-largest listenership — and they make up 7% of listeners. Today, podcasts are quite popular. Nearly 1 in four Americans, roughly 68 million people are listening to podcasts on a monthly basis. Outside of the United States podcasts are being consumed at similarly a rapid rate. Source: Nielson Is podcasting right for your business? Yes. Podcasts are long form. There is no ideal length for a podcast episode. It all depends on the content you're creating and the type of show you're producing. In 2019, Dan Misener of Pacific Content, analyzed 19 million podcast episodes, the mean average episode length was 41 minutes and 31 seconds. Weekly podcast listeners spend on average six hours +6 hrs and 37 minutes per week listening to podcasts. Source: Edison Research Listeners are engaged. A recent report by Sumo found that the average blog visitor only about a quarter of an article and only 20% of readers finish the articles at all. Podcasts are different. According to Edison Research, 80% of podcast listeners consume the entire episode. On average, podcast listeners listen to 7 different ~7 podcasts per week. Source: Nielson Podcasts ads are memorable. According to a report comparing podcast ads to digital ads by Nielsen, podcast ads generate 4.4x better brand recall than display ads. The study also found that 61% of consumers who heard the podcast ads were likely to purchase the featured product. Over $650M (USD) was spend on podcasting 650M advertising in 2019. Source: Ad Age The format is convenient. Unlike videos or blogs, the advantage of podcasts is that they do not require the visual attention of the audience. While your audience is driving home, walking their dog, grocery shopping, they can be listening to your podcast. How do you get started? Like the rest of your content, it all begins with aligning with your buyer persona — in this case, your ideal listener. Finding Your Ideal Listener Who are you podcasting for? The Importance of Defining Your Ideal Listener ● Narrows your audience so you can deliver valuable content ● Simplifies the topic brainstorm process ● Encourages partnerships with other brands ● Concentrate your energy on promoting the podcast on specific platforms buyer persona a semi-fictional representation of your ideal customer based on market research and real data about your existing customers It all starts with your buyer persona In short, buyer personas help you understand who your customers are. This important insight helps you tailor your content to the needs of your target buyer. Questions you want to answer: ● What are their demographics? (Age, location, income, industry) ● What is their typical day like? ● What are their dreams? ● What everyday challenges do they face? ● What’s something they want to learn more about? “Amy’s 36 and teaches English as a second language in Montana. And while she likes her job, it’s not her passion. She’s feeling stuck in her small town and wants to find a way to live in Italy, where she studied abroad for a semester during college. This is more than a dream for Amy: she’s taking action and evaluating ways she can start an online business to work from anywhere. She’ll drive an hour to spend an afternoon in a cozy bookstore so she can flip through information on global travel and how to live abroad (and she’ll take a sneak peek at the celebrity mags). While she’s jogging in the morning, Amy listens to a mix of ’80s pop, NPR, and podcasts about travel and world affairs. She loves history and walking tours and wants to learn to salsa. She’s not huge into social media, but you’ll find her on Instagram, seeking travel inspiration and sharing her passion for wine and Italian cooking. ” - Sarah Mikutel, host of Postcard Academy Finding Your Ideal Listener ● Conduct customer surveys and interviews to find which topics resonate most with your listener. ● Ask questions on social. ● What other podcasts do they listen to? ● What social media platforms do they use? ● How do they discover new podcasts? Determine the direction of your podcast. Planning Your Episodes Choose a topic or theme ● What’s the goal of hosting a podcast? ● What makes your business stand out? ● Consider a topic that you know others will be able to contribute to ● Audit existing content to discover your most popular topics Brainstorm Episodes ● Content: What will you cover in each episode? ● Titles: What will each episode be called? ● Guests: Do you know anyone who can speak to your topic well? Set a timeline ● When do you want to launch your first episode? ● How frequently will you release episodes? ● How long will production take? Activity Think about a podcast you could potentially host and answer the following questions. Time: 5 min 1. What’s the overall theme? 2. What topics will you cover? 3. How many episodes? 4. When will each episode be released? If you don’t have a podcast idea in mind, research a podcast you enjoy and check out the topics covered. Your Value Proposition Aligning with the needs of your listener Human and helpful Connecting with your audience Podcasts give you the opportunity to provide firsthand, real-time information from reliable and trustworthy source. What is a value proposition? A value proposition is a promise of value to be delivered should someone choose to buy or use your product Creating Value The value of your value proposition A good value proposition, tied with a solid picture of your idea listener, makes it a no-brainer for any casual browser to subscribe to your show. A value proposition is based on: ● Who is your ideal listener? ● What makes your show and your unique? ● How is your show different from others in your field? Skill Up Take your professional skills to the next level with Skill Up. Each season brings quick and practical lessons for you to learn everything you need to know about the most sought-after business skills. Advance your career, show off your skills, and grow your business. Activity Value Proposition Scavenger Hunt Pick one of your favorite podcasts. Search for their value proposition. This can be in their descriptions, blog posts, or post-credit details. Activity Value proposition scavenger hunt Time: 2 min 1. Pick one of your favorite podcasts 2. Find that podcast’s value proposition 3. Paste it in the chat. Write a sentence or two on how this value proposition helps this podcast stand out. Choosing a Podcast Format Which delivery method helps you achieve your goals? Podcast Formats Why? ● Structure provides consistency for listeners ● Comfort ● Boost engagement ● Eases planning process Podcast Formats What formats