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Publishing Podcasts

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by

Katie Ramirez

on 9 April 2015

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Transcript of Publishing Podcasts

Marketing & Communicating with a Podcast
Indirect: can share info, create a voice/brand for a company, build demand for a product/service

Independent revenue: recruit paid sponsors to advertise, or monetize podcasts with fee-based content
latter requires top-notch content

Brand promotion: advertising expertise, confidence, transparency
Podcasts IRL
So, Why Podcasts?
Creating and Sharing
Benefits of Podcasting:
inexpensive
minimal equipment
phone/phone number/ID/record
great ROI

Formats:
Presentation
monologue, lecture
Q&A
Co-hosted
on-demand radio show

Producing Podcasts
Choose an articulate moderator
get rid of verbal static
Create talking points, not scripts
have an outline, but don't sound rehearsed
Brevity
listeners value time
Avoid over-editing
Include music
Creative Common
What is a Podcast?
: media files distributed via subscription on the Internet

Characteristics of a Podcast:
episodic
downloadable
program-driven
host/theme
convenient

Three Ways to Access:
played from website
downloaded to computer and listened to offline
downloaded to MP3 player and listened to offline
Publishing Podcasts
Podcast Length & Content
3 Lengths:
10 minutes
30 minutes
60 mnutes

3 Content Focuses:
instructional
informative
entertainment

*You can combine all three, but remember that specificity is valuable.
Delivering Podcasts
Free sharing options: iTunes, Zune, Sony, Phillips

Use directories, search engines and ID3 tags

ID3: file tagging format recognized by media-playing software
includes name, description, running time
It's in the numbers:
In 2014, 15% of Americans were listening each month

Serial podcast drew over 1 million listeners every episode

Advertisers will pay between $25-$45 cpm (cost of reaching a thousand listeners)
http://www.mugglenet.com/mugglecast/episodes.php

http://www.convinceandconvert.com/podcasts/social-pros-podcast/how-groupon-integrates-social-media-and-customer-experience/

http://espn.go.com/espnradio/podcast/archive?id=2544457

http://www.complex.com/pop-culture/2012/10/the-30-best-podcasts-right-now/hang-time

https://itunes.apple.com/us/podcast/martha-stewart/id282666113?mt=2
Full transcript