Podcasting | Uncover the hidden knowledge in a personal way
Welcome to this month's edition of?#getonlinified, where we explore the latest trends and insights in the online and digital world. In this issue, we'll explore why your company should have a podcast, how to run and maintain it effectively, which software to use, and how to repurpose your podcast content for maximum impact.
Why should your company have a podcast?
A couple of years ago, Qarin L?vgren and Charlotte Bj?rsj? published the articles?Why use podcasts in your inbound mix?and?How to start a podcast on The Onlinification Hub. Fast forward eight years and those articles are still very relevant.
More and more companies have started using a podcast as a company channel. Why? Because it's a personal way to reach existing and prospective customers. It's also an easy and cost-effective way to share your company's personality and expertise within an industry.?
Uncover the hidden knowledge within your organisation in a personal way.
Your organisation is full of?hidden knowledge, and podcasting is the most personal way to share that expertise with your existing and potential customers. You'll soon convert listeners to sales-qualified leads by building trust and reliability.?
Establishes authority
If you work in B2B, your potential buyers will likely not impulsively purchase your services or product. Instead, they go through a buyer's journey, from awareness to consideration and evaluation, before deciding what to buy. A podcast lets you establish authority and reach and convert your audience in several parts of the buyer's journey.
Repurpose content
After you start podcasting, you will be surprised by how many possibilities there are to?repurpose your podcast content. Once you have recorded the episode, you can e.g. create;
How to run and maintain your company podcast
Define the purpose of the podcast
Today, listeners have endless choices of podcasts to listen to. Thus, it would help if you gave them an apparent reason why they should listen to your podcast. However, there are other reasons why you must have a purpose for your podcast. Having a clear purpose will make it easier to invite relevant guests and define the topics.?
At Zooma, it was pretty obvious what the purpose of The Onlinification Pod would be:
"The purpose of The Onlinification Pod is to make our conversations about online and digital available for everyone."
Assign a podcast team
Running a podcast is time-consuming, and it can be challenging to handle everything alone if you are not working with the podcast full-time. Thus, we recommend you assign a minor team to maintain your podcast.
The podcast team of The Onlinifciation comprises two co-hosts and a content producer responsible for editing and publishing the final episodes. Collectively, they invite guests, manage the podcast equipment, and repurpose the content.
Read Alexander Evjenth's tips on how to improve as a podcast host.
Always keep your eyes open for possible topics.
As mentioned, a clear purpose will help you develop?topic ideas for your show. Whenever we read an online and digital article, we think about how we can make a podcast episode on the subject. It can be both a big or a niche topic.?
Then we document all ideas we can come up with in a shared document. Believe us; we have over a hundred topic ideas by now.?
Record?several episodes before publishing?
At a seminar that Alexander Evjenth listened to at INBOUND 2019, he received a great tip:
领英推荐
Record at least ten episodes before you publish your first one.
Creating a library of episodes doesn't require a lot of time. It prevents you from ending up in a stressful situation where you need to do last-minute recordings week after week. By relying on your stock of recordings, you can increase the quality and better plan your topics.?
Schedule fixed recording times
Each Friday, 13.30-14.00, we have a scheduled appointment with some colleagues to record an episode of The Onlinification Pod. Having a fixed time makes it so much easier to maintain the production and keep the tempo up.
If you are ambitious to produce a podcast for your company, you can take some lessons from us. Watch the full episode on YouTube!
What software to use for podcasting
If you google "podcast software", you'll find endless top ten lists of different programmes. We have included below the software we have tested at Zooma. We regularly try out new software. Don't hesitate to get in touch if you have any questions or would like us to test new software for you.
Zencastr
Since we started with Zencastr in 2020, a lot has happened. Today Zencastr offers an all-in-one podcasting platform, and according to themselves, it's the 'easiest way to make high-quality podcasts. Even though they might not be entirely objective, we support the statement.?
With their easy interface, you're able to:
Zoom
Before we used Zencastr, we recorded through Zoom. When we discovered that it was possible to record each track locally, the quality increased. However, Zoom is, first and foremost, a video conferencing platform that compresses audio and video, which results in a lower quality. Thus, we prefer recording in Zencastr over Zoom.?
Adobe audition?
Since we started podcasting, we have edited the audio in; Adobe Audition. Although the learning curve is quite steep, you'll save a lot of time in the long run as you'll be able to create, mix, edit and restore all types of audio content. Recently we discovered a competitor, Descript, which you read more about below.?
Adobe Premier
We publish all podcast episodes as?videos on youtube. To edit the recordings, we use Adobe Premier, which offers intuitive, precise, and customisable editing tools.
We recently started experimenting with Descript, an all-in-one audio & video editing software. They claim it's as easy as editing a document, and we can confirm that. Here you get the audio file transcripted to text, you can delete middle words like 'uum' and 'eehm' through one click, and the most remarkable thing might be the function to overdub. The text-to-speech function means that the software clones your voice, and you can change your words by changing transcripted text. Yes, it's a bit scary, but it saves time.??
How to repurpose your podcast content
After a while of publishing our weekly podcast, we were amazed by the endless opportunities of repurposing podcast content. In?this article, you can get some tips on what you can do with your podcast recording.?
Do you want to start a podcast?
Do you want to start a podcast for your company, or do you already have a podcast but want to save time? Learn more about our podcast services!