With Podcasting Getting Started

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Getting Startedwith Podcasting

Before we get started, let’s talk Zoom webinar tools.Audio Settings:Q&A:This is where you canchoose your audio settingssuch as selecting yourspeaker. Everyone will bemuted during the webinar.Use the Q&A button forquestions you’d like thepresenter to answer thathave to do with thecontent being covered.Chat:Use the Chat button for addingexamples, participation withthe presenter, or side chatter.You can choose to share yourmessage with everyone on thewebinar, or just the panelists inthe chat window.

Jorie MunroeInbound ProfessorI could talk forever about: reportingstrategy, flywheels and funnels, andcooking shows.Favorite podcasts: Lore, Last Podcast onthe Left, Noble Blood, and theCryptonaut Podcast

Anni KimInbound ProfessorThe past few weeks at home I.cooked a ton of korean food, attemptedcalligraphy, became a plant mom!My favorite podcasts: Dr. Death, GettingCurious with Jonathan Van Ness,Gladiator: Aaron Hernandez andFootball Inc., The Michelle ObamaPodcast

HubSpot AcademyHubSpot Academy is the worldwide leader in freeonline training for inbound marketing, sales, andcustomer service professionals.We specialize in comprehensive certifications, singulartopic courses, and short lessons for professionalslooking to grow their career and business.The HubSpot Academy team purpose is to educateand inspire so that we, together, transform the way theworld does business.

Agenda1.Podcasting as Content2.Finding Your Ideal Listener3.Planning Your Episodes4.Your Value Proposition5.Choosing a Podcast Format6.Your Podcasting Toolkit7.Growing Your Audience

Icebreaker NameCompany/IndustryFavorite podcast and whyhttps://tinyurl.com/NYCHUG

PollA poll should launch on your screen.Tell use what you do? MarketingSalesServicesOpsOther

PollA poll should launch on your screen.How comfortable do you feel creating content for a podcast? 1: You’ve listened to podcasts but don’t know how it couldhelp your business.2: You are curious about how to start a podcast.3: You’ve considered starting a podcast and startedresearching how to do it.4: You’ve started the podcast creation process.5: You actively have your own podcast.

Podcasting as ContentA crash course in what you need to know

Today, podcasts arequite popular.Nearly 1 in four Americans,roughly 68 million people arelistening to podcasts on amonthly basis. Outside of theUnited States podcasts are beingconsumed at similarly a rapidrate.Source: Nielson

Podcasts are long form.There is no ideal length for a podcastepisode. It all depends on the contentyou're creating and the type of show you'reproducing.In 2019, Dan Misener of Pacific Content,analyzed 19 million podcast episodes, themean average episode length was 41minutes and 31 seconds.

6 hrsWeekly podcast listenersspend on average six hoursand 37 minutes per weeklistening to podcasts.Source: Edison Research

Listeners are more engaged.A recent report by Sumo found that theaverage blog visitor only about a quarter ofan article and only 20% of readers finish thearticles at all.Podcasts are different. According to EdisonResearch, 80% of podcast listeners consumethe entire episode.

7On average, podcastlisteners listen to 7 differentpodcasts per week.Source: Nielson

The format is convenient.Unlike videos or blogs, the advantage ofpodcasts is that they do not require thevisual attention of the audience.While your audience is driving home,walking their dog, grocery shopping, theycan be listening to your podcast.

How do youget started?Like the rest of your content, it allbegins with aligning with yourbuyer persona — in this case,your ideal listener.

Finding Your IdealListenerWho are you podcasting for?

The Importance ofDefining Your IdealListener Narrows your audience so you candeliver valuable contentSimplifies the topic brainstorm processEncourages partnerships with otherbrandsConcentrate your energy onpromoting the podcast on specificplatforms

buyer personaa semi-fictional representation of your ideal customerbased on market research and real data about yourexisting customers

It all starts with your buyer personaIn short, buyer personas help you understand who your customers are. Thisimportant insight helps you tailor your content to the needs of your targetbuyer.Questions you want to answer: What are their demographics? (Age, location, income, industry)What is their typical day like?What are their dreams?What everyday challenges do they face?What’s something they want to learn more about?

“Amy’s 36 and teaches English as a second language in Montana. Andwhile she likes her job, it’s not her passion. She’s feeling stuck in her smalltown and wants to find a way to live in Italy, where she studied abroad fora semester during college.This is more than a dream for Amy: she’s taking action and evaluatingways she can start an online business to work from anywhere. She’ll drivean hour to spend an afternoon in a cozy bookstore so she can flip throughinformation on global travel and how to live abroad (and she’ll take asneak peek at the celebrity mags). While she’s jogging in the morning,Amy listens to a mix of ’80s pop, NPR, and podcasts about travel andworld affairs. She loves history and walking tours and wants to learn tosalsa. She’s not huge into social media, but you’ll find her on Instagram,seeking travel inspiration and sharing her passion for wine and Italiancooking. ”-Sarah Mikutel, host of Postcard Academy

Finding Your IdealListener Conduct customer surveys andinterviews to find which topics resonatemost with your listener.Ask questions on social.What other podcasts do they listen to?What social media platforms do theyuse?How do they discover new podcasts?

Determine the direction of your podcast.

Planning YourEpisodes

Choose a topic or theme What’s the goal of hosting apodcast?What makes your business standout?Consider a topic that you knowothers will be able to contribute toAudit existing content to discoveryour most popular topics

Brainstorm Episodes Content: What will you cover in eachepisode?Titles: What will each episode becalled?Guests: Do you know anyone whocan speak to your topic well?

Set a timeline When do you want to launch yourfirst episode?How frequently will you releaseepisodes?How long will production take?

Your Value PropositionAligning with the needs of your listener

Human and helpfulConnecting with your audiencePodcasts give you the opportunity toprovide firsthand, real-time informationfrom reliable and trustworthy source.

What is a value proposition?A value proposition is a promise of value to bedelivered should someone choose to buy or useyour product

Creating ValueThe value of yourvalue propositionA good value proposition,tied with a solid picture ofyour idea listener, makes ita no-brainer for any casualbrowser to subscribe toyour show.

A value proposition is based on: Who is your ideal listener? What makes your show and your unique? How is your show different from others in yourfield?

Skill UpTake your professional skills tothe next level with Skill Up. Eachseason brings quick and practicallessons for you to learneverything you need to knowabout the most sought-afterbusiness skills. Advance yourcareer, show off your skills, andgrow your business.

ActivityValue Proposition Scavenger HuntPick one of your favorite podcasts. Search for theirvalue proposition. This can be in their descriptions,blog posts, or post-credit details.

ActivityValue proposition scavenger huntTime: 2 min1.2.3.Write a value prop for a podcast you could start orpick one of your favorite podcasts and find thatpodcast’s value proposition.Paste it in the chat.Write a sentence or two on how this valueproposition helps this podcast stand out.

Choosing a PodcastFormatWhich delivery method helps youachieve your goals?

Podcast FormatsWhy? Structure provides consistencyfor listeners Boost engagement Eases planning process

Podcast Formats Solo: flexible schedule, editing is easier,develop personal brandCo-host: facilitates natural conversation,balance two unique personalities, energy!Interviews: different perspectives on similarissues, saves timePanels: variety of voices, opportunities forpromotion, plenty of contentStorytelling: Encourages creativity,memorable, naturally brings listeners back

Your Podcasting ToolkitEquipment and setup for any budget

Capturing AudioAlmost any audio recording software will do.Free options: GarageBand QuickTime Audacity * (Recommended by HubSpotAcademy Video Producer, Stephen Fiske and Sr.Podcast Producer, Matthew Brown)Paid options: Zencastr Zoom

Pro tipWhen interviewing your guestsonline, make sure you’re: in a quiet roomwearing headphonesspeaking directly into yourmicrophone

Mighty MicrophonesGreat options for every budgetLow cost options: Earbuds with a built-in microphone USB headsetMid cost options: Blue Snowball Mic. Blue Yeti * (Recommended byHubSpot Academy Video Editor andProducers, Oscar Estrada and JamalMeneide)High cost options: Zoom H4N digital recorder XLR microphone (plus an XLR/USBinterface)

Pro tipRecording solo? Dealing withaudio that echoes?Try recording in a closet. Use twopillows to cut down on soundwaves.

Your RSS FeedAll you need to do is upload your audio filesand those services will provide you with a feedthat you can submit to a podcast directory.Most cost a small fee per month or per year forstorage and distribution. BuzzSprout Captivate Castos Libsyn PodBean Simplecast Soundcloud

Pro tipHave multiple episodesrecorded before submittingyour feed to Apple Podcasts.The last thing you want to do isscramble to record anotherepisode after you release your firstone. Plus, you will get moredownloads right out of the gate ifyou launch with multiple episodes.

Episode EditingGreat options for every budgetIt’s up to you how much editing you wantto do after you’ve recorded your audio.One thing you might want to do to makeyour podcast sound more professional is torecord a quick introduction and find somemusic to lead into your show.

“If you have 100,000 listeners and youedit out one useless minute, you aresaving 100,000 wasted minutes in theworld. You're practically a hero.”Roman Mars, 99% Invisible

Additional Apps:Recommended editing apps: Anchor.fm PodbeanRecommended transcription app: Descript (includes free options) Rev.comBumper music: Youtube Studio Free Music Library Audio Jungle * (Recommended by JesseAbbruzzese, Video Editor For HubSpot Academy)

Growing YourAudienceMarketing Your Podcast

Growing Your AudienceCreate a websiteand social mediaaccountsPromote, promote,promote!Engage withlistenersBuild acommunity

Create a website orsocial media accountsWebsite: Post transcripts of episodes and keepaccessibility in mind Have an archive of past episodes Ask for feedback or additionalquestions which can be topics forfuture episodesSocial Media: Meet and build relationships withfellow podcasters

Promote, promote,promote! Repurpose episodes into differentcontent formatsBlogSocial media posts Facebook, LinkedIn, Twitter,Instagram, etc.Partner with other businesses orpodcast hosts to broaden your reachJoin podcast communities, likePodcast Movement on Facebook

Engage with listeners Answer questionsLike or respond to commentsDirect them to your blog or otherresources you’ve createdRe-post others’ thoughtsHave exclusive offers or giveaways

Build a community Start a hashtag, so your listenerscan easily see what others aresayingFacebook groupShow appreciationOrganize a live event (webinar,Instagram/Facebook live, etc.)

Next Stepsand Resources

Let’s connectThe team: @HubSpotAcademyAnni Kim: in/anni-kim/Jorie Munroe: @findingjorie

Share your thoughtsFeedback is the breakfast of champions.We want to hear from you.

Always be learningContinue to learn about podcasting andgrow better.https://tinyurl.com/NYCHUG

Resources Guide: The Podcast Host Guide: The Audacity to Podcast Guide: BuzzSprout Inspiration: HubSpot’s Podcasts Podcasting Worksheet

Thank you

Before we get started, let’s talk Zoom webinar tools. Chat: Use the Chat button for adding examples, participation with the presenter, or side chatter. You can choose to share your message with everyone on the webinar, or just the panelists in the chat window. Audio Settings: This is where you can choose your audio settings such as selecting your

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