An example Podcast produced by Steve Hart featuring a phone interview with Tom O’Neill, owner of CV writing company

Help your customers get to know you

I don’t know that people are reading less today than say 10 years ago, but we are all busier than we were, and often do two things at once.

For example, take the people who listen to music while travelling. They’ll wear their headphones to listen to something they enjoy while they walk to work, sit on a beach, or while using public transport. In the car, they may connect their smartphone to the in-car music system.

People today expect to access information and entertainment on their terms, on whatever device they have, and when it suits them. The days of tuning in at a certain time to hear a particular broadcast are over. That business model is ancient history – as traditional broadcasters are all too well aware of.

People today expect to access information and entertainment on their terms…

Today, people want to listen to what they want, when they want, to Play On Demand (POD) the shows they want to hear,  wherever they are in the world.

This is where Podcasting comes into its own. Podcasts are typically speech based and often put together in the style of a short radio show. They can feature an expert sharing industry information – talking one-on-one with their listeners.

For recording podcasts, and audio post production, I use Adobe Audition.

Some Podcasts are advertising driven, with the host talking up their products or services, but this style is not recommended for building audiences or engaging listeners.

The better ones are made by people sharing interesting information with a niche audience. They might talk about new technologies or industry developments, and come to be known as an expert in their field. They can become the ‘go to’ people for up to date information, and be the person prospective clients search out, trust and talk about.

For marketing purposes, a Podcast could be an infrequent recording covering company news and information, but the more popular ones are produced at regular intervals – ideally once a week. This helps build regular listening habits with a potentially global audience.

Podcasts can appear in a range of online libraries (Podcatching services) such as iTunes, DoubleTwist, Stitcher, Spreaker and TuneIn etc, where listeners can download or stream your Podcasts. Podcasts can also feature on your company’s website too.

Today’s Podcast consumer expects broadcast quality shows…

When Podcasts first started the audio quality was quite low – even if the content was compelling.  Today’s Podcast consumer expects broadcast quality shows, where the host can be heared clearly, and shows should be branded with a set piece of [royalty free] music.

While most of us have a computer and microphone to record a Podcast, people who take this venture seriously often use professional help to either get them started, or for ongoing post production services.

Apart from producing a Podcast show, there are other things to take into account to help ensure Podcast success, and a return on your investment. Call me to talk about helping you start a Podcast, or taking your existing Podcast to the next level.