How to start your own podcast.
During the covid pandemic, many of our clients needed new ways to interact with their customer base. As a company that typically make video content for businesses, it came as a surprise when one of our clients asked ‘could you edit a podcast for us’? Actually - yes we can! Since then we’ve been helping businesses find new ways to create audio visual content and keep customers engaged.
A lot of people assume that Podcasts are only radio drama’s or review shows. In reality, businesses can create audio content and use it effectively to build brand recognition and engagement. By bringing in guest speakers, or attending events and gathering feedback, you’re creating another avenue for potential and existing clients to find your business.
Earlier this year, we released our own podcast - the Newcastle Witches Podcast. Most of the guests on our show are former clients of ours and it was a great experience to work with them again. We’ve only released five episodes so far, but we’ve exceeded 2000 downloads and have new listeners everyday. Starting this podcast was a chance for us to tell a story we care deeply about, but it was also a means to engage with a new audience and speak to them directly, without any paywall or geographical restrictions. So what have we learned along the way?
Plan carefully and know your audience.
Whether you’re an engineering firm, a marketing agency or games developer, your podcast needs to speak directly to your audience. You can’t be everything to everyone so the best approach is to create engaging content that will speak directly to the customers you want for your business. For example, if your business is Italian food served at your restaurant, then talk about Italian food, making it, serving it, sourcing fresh produce etc.. It might surprise you how many people are curious about your work and want to know more.
Know your format.
A podcast can be one person talking about a topic for 10 minutes, or it could be a group of people having a conversation. Find the right format that suits you and the message you’re trying to deliver. The thing that matters most is having content that resonates with people; sometimes guest speakers are the best way to achieve that, or you might find another approach that suits you best.
Decide on the length of podcast.
Most podcasts average between 15 minutes to 45 minutes. In the early stages of your podcast its worth varying the length to see what episode length gets better engagement.
Get the right equipment.
At Candle & Bell we record our podcasts on rode microphones and edit them in Adobe Audition. We’re fortunate to be based at Pride Media Centre, where we have access to sound proof rooms and a radio station if we need it! A lot of the podcasts we edited at first were recorded at home because covid restrictions meant no one could come into our office or studio. Nowadays you can get excellent quality audio recording on your phone in a small, quiet room to reduce echo and noise, so adopting this approach if you’re on a tight budget can absolutely work and you can still have a good sounding show.
Other things you should consider are cover art for your podcast, creating an intro, theme music (that isn’t copyrighted or you’ll be in trouble!) and a marketing plan to ensure you reach people.
Distributing your podcast.
Podcasts are available on a variety of platforms - from Google Podcasts, to Spotify, Apple, and Audible. We’ve found the best way to distribute our podcast is to use Anchor, a podcast hosting site that distributes the podcast across other platforms. A podcast hosting site will give you audience analytics and help you determine what choices you make moving forward.
In conclusion…
Creating a podcast for your business can be a cost effective way of elevating your brand and showcasing your knowledge. It requires thoughtful planning and scripting, production skills and a solid marketing plan. If successful, a podcast could establish you and your business as a trusted leader in your field, and you could see your business reach new audiences and access new revenue streams.