Some Fundamentals of a Successful Podcast Campaign

By:  Scott Graves


Radio Microphone

Add a new dimension to your storytelling with podcasts. This can be an excellent way to differentiate yourself in an increasingly crowded social media environment.

At the end of the day the success of your podcast series centers on compelling storytelling.  For many, the challenge is in the delivery.  For others, the challenge is in developing the content.  ”I’m a research scientist with no significant accomplishments yet in my career.  My day to day is mundane and not worth talking about”.  Perhaps this is how you feel.  But the path that led you to where you are has filled you with experience, knowledge of problem solving and perspective that will likely resonate with others.  On the delivery side, it is important to have knowledge of how to hold the attention of your audience with compelling content you’ve developed.  This is where spending real time listening to podcasts and other broadcast media for elements you like is valuable.  I highly recommend locating a mentor and working with them to improve your broadcast personality and audible approach.  Co-hosting and guesting on other podcasts is an excellent way to improve your skills while networking with other professionals and generating listeners.

Develop a Show Concept
As with all other forms of media it is well worth the time to focus in on several key strategic elements of your podcast series.  What goals are you trying to accomplish with your podcast?  On ‘No Boundaries Radio’, our focus is on spotlighting innovators from across a broad spectrum of growth sectors.  Each guest is unique in their product/service, industry or approach.  Format can also be a key element to your success. With our series, we decided on a format similar to radio programs like ‘Fresh Air with Terri Gross’ with elements of ‘On Point’, another NPR mainstay.  Whatever your approach, make an effort to stay on course with a show concept and format.  Perhaps you’re a fan of Science Friday?  Focus in on what makes that program a success.  How can you replicate that?  What would you do differently?  Listen to your audience carefully; feedback will tell you what stays and what goes.  Also understand who your target audience is. At ‘No Boundaries Radio’, we focus on garnering an audience split between successful business leaders and entrepreneurs who are just starting out.  Our marketing is targeted to both parties within a host of growth sectors.  I personally spend time building relationships with people as guests and as listeners.  Most important: Show development is a constant process and never ends if you’re doing your job.

Build Your Organization  
Before your official launch determine what your frequency of broadcasts will be.  Know who your audience is and understand what their desires are.  Match their needs to your capability of putting out a quality program.  Quality always before quantity.  In general, I feel a weekly podcast is best but this depends on a number of factors.  There is no hard rule.  The most important thing to remember is stay on schedule. Also understand completely how your shows will be produced, edited and distributed.  Understand both the people and technology that will work for you.  Some opt to work with a producer and internet broadcast service; some simply hit the streets with their laptop and microphone.  The only rule is shoot for quality in all aspects of your final podcast including the people you work with and the technology you use to produce and distribute your recording.

Use the Right Technology
Once you’ve clearly defined the premise, goals, and target audience of your program marry your plan to the right tech.  I highly suggest doing some real research starting with your mentor(s).  What software, microphones, recording equipment and distribution platforms do they find to be most advantageous.  Using the right technology includes knowing the best practices for SEO, keywords, considering what social media and blog platforms will work best for your show, etc.  More expensive is not always better but please consider your listener.  While the recording may not have to be studio quality; a recording poor enough to be distracting is a disaster.  Choosing the right places for folks to find your show (services like BlogTalkRadio℠, Stitcher™, your own blog, Liberated Syndication, etc.) offer a broad spectrum of capabilities and affordability.  Choose what will work best for your audience and for you.

Never lose sight of the idea of compelling storytelling.  Always produce and execute a quality program and you will grow an engaged and enlightened audience.

The Right Tools for a Successful Podcast Campaignfor more insights by the author in this podcast ‘Right Tools for Podcast’ produced by SM Graves Creative

Life Sciences Podcasting
Although podcasting has not been used as much by Life Science and Biotech companies as it has been adopted in the Technology sector, its use is growing.  The development and commercialization of affordable technology and services for this makes the production and distribution of a ‘radio show’ within the reach of nearly every one.  Any Life Science company that has made a commitment to making Social Media and Content Marketing work for them should consider trying this tactic.  Podcasting can be a great way to share compelling stories and content especially when time and resources are tight.  Some find the rigors of maintaining a good blog challenging.  A good podcast producer can help you to uncover the many hidden stories that your audience and future customers will value.  Often the process of preparing a great podcast will provide all of the inspiration needed to create a companion blog post.


Picture Credit:  fensterbme via photopin cc

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