Create a Podcast, like this One! - Keith Marnoch

Want to create your own podcast? Learn from the producer of this podcast - Keith Marnoch. You need to know that, in a crowded podcast landscape, only about 20% of podcasts thrive long-term, with only 6% reaching 100 episodes. This episode that you are presently listening to is not there by a long shot. Still, thanks to our listeners who have stuck with us … in the past two years through our archive of episodes—as well as the high-quality guests that we intend to keep featuring—we’re committed to getting there. 

Many podcasts fall short due to underestimating the effort involved and overestimating their initial popularity. We all think we’re great … with amazing show ideas. However, with dedication, you can significantly broaden your audience, whether for business purposes or your own personal passion.

Transcript

You're currently tuned into a podcast, which raises an interesting question: Why are you listening? What brought you here, and is there a compelling reason for you to stay? Podcasts have evolved significantly, whether for learning, multitasking, or simply a preference for audio content.

As of now, you're among 546 million podcast listeners globally, with around 4.2 million podcasts available, covering every topic imaginable—from woodworking to ancient history, and of course, my beloved Toronto Maple Leafs. Currently, 47% of adults in the U.S. listened to a podcast last month, 34% listened last week, and those figures are on a steady rise.

Clearly, podcasts have earned the label of a staple in modern media.

So, should you create a podcast? And if so, how do you even do that? Well, that’s what this episode is all about as we re-launch Speaking of Media with Keith Marnoch. We consider the art of telling better stories and sharing enhanced messaging to ensure your business is heard.

So today, we will be Speaking of Podcasts, as we figured that was a great but also evident excuse for a topic as we get this podcast back on track. Speaking of Media is really focused on PR pros, media trainers, and communicators of every variety in every sector. We are happy you’re listening as we roll back the veil on the production of this podcast to educate you on how to produce one of your own shows.

Beyond what I would describe as broadcast podcasts, we are seeing this form of media being leveraged by businesses, making them a new, versatile communication tool. This thought certainly addresses challenges I have witnessed in the workplace, where staff can be geographically separated or perhaps don’t sit in front of a computer all day. Podcasts posted behind a firewall or on a closed, password-protected intranet can be accessed by workers at their own convenience. The trick here is making those podcasts compelling enough to encourage listenership. It’s difficult to TELL people to listen to a podcast. If that’s the case, well, keep working on it.

But back to the question at hand: Should you start a podcast? If so, how do you make it successful?

You should know that in a crowded podcast landscape, only about 20% of podcasts thrive long-term, with only 6% reaching 100 episodes. This one that you are listening to presently is not there by a long shot, but thanks to our listeners who have stuck with us in the past two years through our archive of episodes, as well as the high quality of guests that we intend to keep featuring, we’re committed to getting there. Many podcasts fall short due to underestimating the effort involved and overestimating their initial popularity. We all think we’re great, with amazing show ideas. However, with dedication, you can significantly broaden your audience, whether for business purposes or your own personal passion.

When planning your podcast, consider how your audience consumes content. For instance, many people listen while doing chores, commuting, or exercising. This medium is especially effective for reaching demographics like Gen Z, who are avid listeners. Remember, the why behind your podcast—business development, team connection, or expertise sharing—all these elements will shape your content.

Now, let's break down the steps to create a successful podcast:

1. **Content Mapping**: Use a simple spreadsheet to plan around key dates and topics. A flexible approach allows you to adapt to current events while maintaining a structure. I can say that the early days of this podcast saw our focus adjust and shift as we evolved. This is the first solo or monologue episode since our first, which was oddly popular among the other, in my mind, way more fascinating shows that featured high-profile media types in the past.

2. **Choose Your Tech**: Recording can be straightforward with platforms like Zoom. Essentially, you are looking to do an online editable video. For hosting, consider options like Buzzsprout to construct and distribute your episodes efficiently. The biggest function in those programs is making your promotion or marketing easier to accomplish.

3. **Invest in Equipment**: A good microphone is crucial—poor audio quality can drive listeners away. I invested in a Blue Yeti microphone to start, but frankly, start simple with a decent headset and then upgrade later. Also important is recording in a non-echoing room or setting. While it sounds strange, yes, many people do record in the closest.

4. **Editing**: Utilize tools like Descript for streamlined editing and audio quality enhancement. Aim for concise content, cutting unnecessary parts while maintaining engaging narratives. Removing gaps as well as "ums" and "ahs" is important to keep the show concise and easy to listen to. You can also use free applications such as Audacity, which gives you all the utility you will need, and it is very intuitive to use.

5. **Promotion and Marketing**: Listeners won’t find you on their own. Share your podcast through social media channels and email newsletters, and leverage video snippets to attract attention. Encourage reviews and shares to enhance social proof.

6. **Consistency**: Growth takes time. Stick-to-it-ness pays off. Regularly releasing episodes builds your audience. Batch recording can help maintain your schedule during busy periods. Preparing and setting up your technology to make your production more efficient, arranging to knock off multiple episodes in a single sitting, really is the way to go.

To recap:

- Define your audience and purpose.

- Structure your episodes for clarity.

- Select the right tech and invest in quality equipment.

- Edit for quality and conciseness.

- Promote actively and use social proof.

- Stay consistent and consider batch recording.

So, we are going to try and follow our own guidance in sharing these insights.

We intend to keep bringing through future shows that provide you insights into the media by highlighting trending practices and by speaking to media professionals who are leading the charge. If you have a stake in telling better stories and sharing enhanced messages to ensure your business is heard, I’m Keith Marnoch hoping you’ll join us next time when we are Speaking of Media.