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The Podcast Primer

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What does it mean, why is everyone podcasting and why it matters.

I
What is a podcast?

A.
Audio Stories

Podcasts are digital audio stories – a digital container for personal stories, crafted to evoke emotion, engage imagination, shared experiences and collective wisdom. They are mini-lectures, lively debates, and entertaining interviews, allowing listeners to dip in and out of topics that fascinate them.

They are essentially audio recordings that can be streamed or downloaded from the internet. It’s like a radio show, but without the constraints of time and space. Podcasts frequently feature interviews and conversations, discussions of current events and topics, lectures and stories, and may be informal and entertaining or highly professional. They can be listened to anytime and anywhere, for free or for a fee.

B.
How to Listen

Listening to a podcast is a fun and easy way to stay informed and entertained on the go. Here’s how you can get started:

  1. Find a podcast app: There are many different apps you can use to listen to podcasts, such as Apple Podcasts, Spotify, or Google Podcasts. You can find these apps for free on your phone’s app store.
  2. Search for a podcast: Once you have an app, you can use the search function to find specific podcasts or browse through the app’s recommended or popular shows.
  3. Subscribe to a podcast: When you find a podcast you like, you can “subscribe” to it so that you get notified every time a new episode is released. This way, you can easily keep track of your favorite shows and never miss an episode.
  4. Choose an episode: Most podcasts have a list of episodes that you can choose from. Simply select an episode and press “play” to start listening.
  5. Adjust your settings: Some apps allow you to adjust the playback speed, set a sleep timer, or automatically skip silent parts of the episode. Experiment with these settings to find the ones that work best for you.

And that’s it! Now you can listen to podcasts wherever you go, whether you’re commuting to work, going for a jog, or just relaxing at home. Enjoy!

C.
Formats

A podcast format is the format in which a podcast episode is recorded, edited, and published. The format chosen will determine how the podcast sounds, how easy it may be to obtain and share, and what platform it can be used on. It is important to choose the right format that supports the type of content to be delivered and the technical requirements of the intended audience.

Solo: In a solo podcast, it’s just one person talking about a topic they’re passionate about. This format is great for people who have a unique perspective or expertise to share.

Interview: An interview podcast features conversations between the host and one or more guests. These shows can cover a wide range of topics, from current events to personal stories.

Roundtable: A roundtable podcast brings together a group of people to discuss a specific topic or issue. This format is perfect for deep dives and lively debates.

Storytelling: Some podcasts are like audio documentaries, using music, sound effects, and narration to tell a story or convey a message. This format can be great for gripping true-crime tales or heartwarming personal anecdotes.

News: News podcasts are a great way to stay up to date on current events and issues. These shows often feature interviews with experts and analysis of the latest news stories.

There are many other formats out there, and the best one for you will depend on your interests and goals. Whether you’re looking for a deep dive into a specific topic or just want to be entertained.

II
How to make a podcast?

A.
Pre-production

Pre-production is the entire process leading up to the actual recording of the episode. It involves planning, organizing, preparing the content, researching guests and topics, drafting scripts and outlines, booking locations, setting up equipment and audio tests, and more. This is the most crucial part of podcast production because it ensures that the episode is as high quality as possible and meets any specific production standards.

B.
Production

Production stage includes the editing, mixing and mastering of the audio recordings to create an enjoyable and immersive experience for the listener. At this point, producer work with the host, guests and any other contributors to ensure the audio quality is polished and professional. It begins with creating a rough cut of the podcast that sets roadmaps for the entire production process.

C.
Post-production

After that, the editor will go through the audio clips and make adjustments to volume, add in sound effects, clear up noise and make sure the spoken dialogue flows as intended. The editor will then mix multiple audio elements together and finesse the details like creating depth and presence in the sound. Finally, the rights to music and any other elements are cleared and the podcast is ready for mastering.

Then comes the distribution and publishing. It is the process of submitting and publishing a podcast to podcast directories, streaming platforms, and content directories. This process is often done through a podcast host, which can be an online service that facilitates the distribution a podcast to various platforms. This usually includes tagging the podcast with relevant keywords, setting up an RSS feed, submitting the podcast to major podcast directories such as Apple Podcasts and Spotify. Depending on the type of podcast hosting platform, there may also be additional options available such as setting up a blog or a website for the podcast and engaging with social media to promote, market, and drive more listeners.

III
Why does it matter?

A.
Market

Podcasts have grown exponentially in the last decade and are projected to continue the trend. The global podcasting market size was valued at USD 11.46 billion in 2020, and is projected to grow at a compounded annual growth rate (CAGR) of 31.1% from 2021 to 2028.

B.
Community

Connect with a community: Podcasts create a place to rally together and find common ground on a particular topic.

Educate and inspire: Podcasting can have a big impact on your life, through teaching practical lessons and inspiring you to take action.

Find a voice and build a brand: Podcasts are a great way to connect with your audience, build relationships with them, and create a brand identity.

Share stories: Create a safe space to share unique stories, experiences and perspectives.

Get creative: Podcasting opens up the opportunity to flex your creative muscles and tell stories in a way that has never been done.

Reach a broad audience: Podcasts provide the chance to connect with people on a more intimate level and reach a wider group of listeners.

Change the narrative: Raise awareness, start a dialogue and challenge assumptions and misinformation, and break down barriers.

C.
Future

As audio technology advances, podcasts will become more interactive and immersive. Listeners will be able to immerse themselves in dynamic audio stories featuring lifelike characters and interactive elements. From virtual reality, to live audio streams and interactive audio gaming, podcasting will become more engaging and provide ever-expanding possibilities for content creators and listeners alike.

One of the biggest advantages of podcasting is that content can be easily shared, allowing people to access and listen to programming on their own schedule. As podcast consumption and create continues to grow, more platforms will come up with innovative features and technologies to cater to listeners.

The podcasting industry is also going to become more and more diverse, as creators begin to use the platform to share stories of inclusiveness, diversity, and acceptance. These stories can inspire and energize listeners, with the power to change minds and create meaningful connections.

The future of podcasting is truly without limit. With the limitless possibilities that audio has to offer and its power to entertain, inform and support people from around the world, podcasting is well on its way to becoming an integral part of everyone’s life.

Should you get a podcast for your business?

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If you’re looking to raise your business profile and reach a broader audience, having a podcast should be a no-brainer. In a world where streaming services are ubiquitous and voice-activated technology is becoming increasingly popular, podcasts are a great way to get your message out there, gain credibility, and build relationships with your audience. Plus, investing in a podcast is a relatively low-cost marketing strategy that can be done from the comfort of your home. And with the power of the Internet, it’s even easy to expand your reach beyond your local market. Whether you’re an established business looking to take it to the next level or an up-and-coming start-up ready to make a splash, having a podcast is one of the smartest ways to connect with potential customers, showcase your expertise, and increase your visibility.

Increased Brand Awareness: There are numerous tangible benefits to starting a podcast for business, from improving brand awareness to encouraging customer loyalty. With podcasts, businesses can build relationships with their audience by connecting with them on a deeper level and providing value-driven content. Creating a podcast offers businesses the opportunity to differentiate their brand from the competition by delving into topics and ideas that others in the industry may not be discussing. A podcast also allows businesses to extend the reach of their message beyond their current audience and attract new customers.

Be an Industry Leader: Being an industry leader means staying ahead of the competition. One way to do that is to drive conversations and be thought leaders in the space through podcasts. Podcasts are a great way to reach a wider range of people and spark dialogue. The medium allows you to tap into valuable expertise and be heard by a broad audience. Podcasts shape policy discussions and business practices by offering advice, research, and data.

Draw Attention to Important Ideas: They are also incredibly effective in educating potential customers. Business podcasts are used to explain various products and services offered as well as provide valuable industry-specific insight. By helping listeners understand the value of the product or service being offered, podcasts can increase sales and improve customer loyalty. In addition, podcasts can be used as an effective marketing tool to build relationships with influencers in the industry and repurpose content across various platforms.

Low-cost Investment: It’s also worth noting that podcasts are relatively easy to produce. They don’t require a significant investment of time or money to create and are a great way to maximize resources. There are countless tools available to simplify the process of creating a professional-looking podcast and businesses can find affordable options for hosting and distribution.

Increase Revenue Stream: Podcasts are a great way to build your customer base, as long as it’s interesting, engaging, and informative. You can include ads during the podcast, invite sponsors, or even offer affiliate links to generate revenue.

Overall, podcasts are an incredibly powerful way for businesses to engage with their customers, gain visibility and generate new business. They’re also surprisingly easy to produce, making them one of the most cost-effective marketing strategies out there. If you’re looking to unlock the potential of your business and capture the attention of your target audience, launching a podcast is a great place to start.

How Your Business Can Benefit from Launching a Podcast

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In the world of digital marketing, podcasts present a unique opportunity for businesses to stand out and reach a larger target audience. Podcasts are audio programs, usually on a specific topic, that allow listeners to access them on their phones or other digital devices. While podcasts were initially a hobby in the early 21st century, they have become an incredibly popular and powerful marketing tool for businesses in recent years.

Launching a podcast can be a great way to build a loyal following, increase brand visibility and generate leads. Here are some of the ways your business can benefit from launching a podcast:

Establishing Authority: A podcast is an effective way to showcase your industry knowledge, strengthen your foothold and become a ‘thought leader.’ By establishing yourself as a reliable source of information, you’ll be able to gain the trust of potential customers and demonstrate your expertise as an authority in your field.

Increase the visibility of your business or product website by creating a podcast: By launching a podcast, businesses and products can drive more traffic to their websites and grow their online presence. With the power of podcasting, business owners can create content that engages and educates their target audiences, helping to build brand loyalty and convert website visitors into paying customers. Additionally, podcasts can generate more organic traffic to websites when they are strategically promoted over multiple channels.

Speak to your audiences: Podcasts are an effective and engaging way of connecting with your audiences and promoting your brand. It allows you to tailor content for a specific audience, and the format offers a range of options to suit any situation. Once you have chosen your topic and format, you should create a promotional plan as well as a plan for individual episodes. It is also important to consider production quality when creating your podcast and use audio equipment and editing software to make sure your sound is clear and professional. By taking the time to create an engaging podcast series, you can reach out to larger and more engaged audiences, creating meaningful relationships and further strengthening your brand.

Network with Top Industry Professionals: Podcasting is a cost-effective and convenient platform for businesses to build relationships and further their interests. It gives businesses the opportunity to invite and interact with high-profile individuals for insight, advice, and special announcements. For example, a business can offer an opportunity for a guest to discuss key topics, such as recent trends, updates, changes in the market, or even the challenges they have faced while running the business. This allows the business to glean valuable insights from high-profile individuals that not only advance the understanding of the industry but also help to inform decisions. Through podcasting, businesses can generate interest in their products, spread the news about their business, and gain valuable insights from industry experts.

Advocate for important causes and showcase expert opinion:

Podcasts are an excellent way to raise awareness and share thought leadership. As more and more people turn to podcasts as a primary source of information and entertainment, businesses, organizations, and individuals can leverage this medium to spread their messages, educate the public, and show thought leadership. For businesses, podcasts are a great way to create relationships with customers and provide valuable insight into the inner workings of a company, its products and services, and even its culture. Podcasts can be used to share knowledge, advancements, and new technologies. They can also provide industry-specific insights and tips that can help customers make better decisions.

By launching a podcast, businesses can establish credibility, reach a larger audience, build relationships, and improve SEO. Furthermore, it is relatively easy and inexpensive to maintain a podcast with minimal effort. With the right approach and strategies, your business can find success with this powerful marketing tool.

Pickle Jar helps organisations tell ​their stories via podcasts, web series ​and curated events, while leveraging ​data to tell them who’s been ​listening.

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