Podcast Freq

We continue our A-Z of Podcasting today with I and J.

I= Image for iTunes. Ok It had to be iTunes! But with a different spin. iTunes is the most important directory and cannot be ignored. If you want to get noticed and featured album art is critical, make sure that you have album art and that it is striking to attract subscribers.
J= Jason van Orden. Jason wrote Promoting your Podcast which is my favourite podcasting book. It is ideal for non geeks - like me! It’s subtitle says The Ultmimate Guide to Building an Audience of Raving Fans which is what most podcasters are striving to do. If you want to find tips on podcast promotion this is the book I would suggest.

So we will continue on Monday but in the meantime have you promoted podcasting today? Have you helped podcasting achieve a mainstream audience?

So we continue today looking not at necessarily the obvious with podcasting but also trying to give tips that will help your thinking…..the word hopefully should be in bold!

G= Google (or other search engines) One of the hardest tasks is to get visibility for your podcast. That is why you should ignore the search engines and use your show notes with keywords to help drive people to your site. If your blog is great content, if it is easy to find your podcast - especially for Non geeks it can help build subscribers. So don’t underestimate the show notes!

H= History. The best part of Podcasting is that every one of us is creating of own podcasting history. Each podcast YOU make is making the history. The Wikipedia history of podcasting shows that it was in October 2000 when the concept of using enclosures in RSS Feeds was proposed in a draft by Tristan Louis, and implemented in somewhat different form by Dave Winer. It was on January 11, 2001 that Winer demonstrated the RSS enclosure feature by enclosing a Grateful Dead song in his Scripting News weblog and February 12 2004 that the word podcasting was suggested. But the important part is that podcasts can create your own legacy on the web!

We will look tomorrow at I an J

So let’s continue with our overall look at podcasting, with a selection of tips and thoughts. Today we will look at D,E and F.

D= Downloads. These are one measure. I stress one measure because the numbers do not necessarily tell the full story. If you are in a niche area then having 50 downloads is great. Those 50 downloads are to a fully focused audience who are opting in to your product. They can be loyal and true believers in your podcasting brand. For me it is not the absolute number, I prefer to look at the trend - are you showing over time a growing audience. That growth shows that people are enjoying it and coming back.

E= Evolution. This is in 2 ways. Podcasting is still evolving, it is still a new technology finding different ways and different technology to connect with the audience. The other area is your podcast. The danger for all podcasts is complacency, you need to constantly evolve the offering. Listeners like a consistency of course, but that element of surprise, that element of listening and never quite knowing how they will be entertained or developed. Complacency is the threat to any new technology and podcasting is no different - we need to keep pushing the boundaries to EVOLVE podcasting for an even brighter future.

F= Free. The key aspect of podcasts. They should be the ultimate value to the listener - great content for FREE. You cannot beat that kind of value! If you want to make money then you need to look at add-ons or extras that people can buy as a result of listening. Examples are consulting services, e-books, member only podcasts, products on your blog/website or advertising. The podcast is the “shop window” for your talent and your services/products. As a shop window is should create an experience that people want to drop in and then consider purchase….not a sales message but a window, an subtle invitation into the world of you!

This is the first in a series of discussing podcasting. I am going to cover loads of podcasting tips and tools via an A-Z of Podcasting.

Today we will look at ABC - which is apt as podcasting really is as easy as ABC!

A= Audacity. A downloadable free open source audio editing tool that you can download from Sourceforge. I love Audacity not that it is perfect but what I like is that it is so easy to use especially if you are new to audio recording.

B = Beta. I feel that podcasting is about getting content out there, it is not about being a perfect podcast host. I think it is about evolution, get started put it out as your own beta! Evolve it from there.

C= Colligan. Paul Colligan is a great inspiration in terms of exploring how you can make money from podcasting, how to push the boundaries, and also one of the people you should be following to understand more about the power of podcasting.

Tomorrow we will look at D-F with quick links and tips that will help you understand how you can grow your podcast and create the success that you want.

I have just written one of my presentations for the On Line Podcasting Conference on April 20-21, called “If I only I knew then what I know now!”
It starts with a quotation by Ernst Fischer that comments on how the efficiency of machines shows clearly that “imperfection is the greatness of man”

I think this is a wonderful way into sharing my learnings because in improving your podcast techniques, I don’t feel that you should ever lose that humanness of your podcast. People love imperfection, they love or connect with people that are authentic human beings. A slight imperfection can be endearing.

I think that in terms of audio quality, yes that should be good enough so that listeners can enjoy the content but in terms of a few human mistakes within the content - don’t rush to eliminate them all. A laugh, an incorrect word, a forgetful moment…it all adds to the show, as long as it is a small element rather than 99% of the show!

Podcasting is a 1:1 connection…you and the listener. People feel intimidated with perfection, they connect more with someone who they can relate to…..

The one mistake I always say that I made early on was trying to be too professional, the perfect broadcaster….when people heard it they said “Mmmmm yes it was OK but it wasn’t you, it didn’t have your passion….just be you” That was the best advice I ever received.

I wish that a podcasting fairy would solve the following for me, if anyone knows of any software that does this or companies that are working on them PLEASE let me know. Also let me know the areas that you would like to see…

1) Self editing software that removes longer than a predefined gap, and also words such as uhm that could be pre determined!

2) Automated show notes

3) New technology that allows surveying to be much easier and also isn’t just an old fashioned form put in electronic format - there must be a way via the new social networking tools to provide a fresh approach.

4) A way of linking on your blog that looks more user friendly for new podcaster listeners.

I am looking forward to the next 12 months as I think that will be more tools that encourage dialogue, increased community interaction and also demystifying podcasting to the non podcasting audience.

There has been much talk about the slow growth in new people coming to podcasting. But rather than being depressed about this or in some way justifying it, I believe as a podcast community that we need to make a call to action! So what are we going to do, what do we have to do in order to increase the worldwide audience? Here are some thoughts but join in the conversation…

1) We still have to make it easier to download, listen or subscribe to the show. Do you just “bung” the icons on the page or see it from a non podcasters point of view? Tip: Get someone who knows nothing about podcasting to try and navigate to one of your shows…..

2) Do we sell to non podcasters? Do we sell the benefits to non podcasters? Aim to tell 3 people each day of the power of podcasting.

3) Are we too insular as a group….look at your friends on line or not, are they other podcasters….do you need to reach out to non podcasters?

4) Do we look to help others into podcasting….what about offering your time to a community project, a local school, nursing home to show them how to make their own show!

I believe there is a real risk of complacency in the world of podcasting - sounds strange, I know. But as we grow friends within the podcasting world do we almost make an exclusive club? Are we in danger of not pushing the boundaries - returning to old style radio shows, instead of using podcasting as a new entertaining medium? Of course there are pioneers, but maybe all of us need to increase our pioneering to improve the listener experience!

Guillaume du Gardier from Edelman Paris gave a presentation at the recent Corporate Podcasting Summit. He raised the following points as reasons why you should join the web 2.0 evolution as a business

1) People are becoming the media, the conversation has already started so you need to join the conversation.
2) Trust is in people “like me”. Podcasting helps get the message out.
3) Customers know your products better than you so you need to create dialogue to understand them.
4) Your reputation belongs to the audience.
5) The command control model is now defunct - the world is built and wants a participatory model.
6) 1 in 3 companies in US use a blog, and podcasts.
7) Podcasting is a way of expressing yourself.

He was a wonderfully engaging speaker and spoke from the heart passionately about how podcasting and blogs are not selling tools but tools of engagement. This is a wonderful concept and why as podcasters we should remember that our shows will only succeed if we remember that the consumer and content is king.

Edison has statistics on who is listening to podcasts. The gender split is very close female - 49%, male 51%. But the age groups are interesting

35-44 22%

25-34 21%

12-17 18%

45-54 16%

Over 55 12%

18-24 11%

The one that stuck out to me was the 12-17 year olds - podcasting is a medium that is hitting all age groups but just look at the youth. When you combine that with a 26% take up on having a MySpace account across the groups it may help you with the promotion of your podcast. Are you using the new social media to promote your show? Or are you using traditional means. You cannot ignore traditional but I would combine promotion with where your potential audience is spending time on the internet….as another way of bringing people to your site.

At the Corporate Podcasting Summit I got to meet Jason van Orden which was great. I honestly believe his book, Promoting Your Podcast is a must for podcasters and that his work is one that you should follow closely. It is a strange part of being part of the podcasting community that when you meet people that you respect, and whose work you love you still get a buzz!

Jason has also covered the conference and it is worth looking at his take on Collecting Audience Data

Well over the last 2 days I have attending and speaking at the Corporate Podcasting Summit. What I loved about it was meeting up with other podcasters and rattling ideas. What were my big take aways from the conference

1) Podcasting is growing as defined by Edison Media Research. But it has been steady with 37% of people (2006 22%) knowing about podcasting and 13% (2006 11%) downloading. Not a huge move.

2) That as podcasters do we really make it easy for people to listen and find our how? Do we really promote the benefits rather than the concept?

3) Give the listeners what THEY want not what you think THEY want

4) How we as a group need to provide new solutions based on the new technology to measure, engage, listenership. There is too much emphasis on old tools to measure success and to create dialogue.

5) The power of imprfection…..lets not over produce, lets stay human. Mistakes are acceptable, listenable audio quality being the exception.

I will post more detail and more about the show over the next few posts but in the meantime I need to catch my train!

I love traveling especially by train as I find it relaxing and also gives me some space, some quiet to think about my podcast. My bag always carries the following

* A moleskine journal. I wouldn’t be without this, so that I can capture my ideas. I doodle, I watch people, I look around thinking how the different landscapes, conversations can help me learn and develop. I make so many notes from watching and also listening to podcasts.
* My iPod - it is jam packed full of shows that inspire me. Not necessarily shows in my area of leadership development but shows that are energetic, inspirational, people that think about how the world is changing…..It is a great time to listen to other shows and find techniques that you can try on your own show.
* My laptop. I love my Sony Vaio, and love to explore the blogosphere and internet - searching for ideas, learnings, concepts that I could use in helping others on the podcast. I also use Google Reader to check out podcasting topics and get up to date with the latest software, news and tips!
* A mirror - figuratively! I find this time so useful for self reflection - how can you develop your podcasting skills, what do you NEED to improve, what content do your listeners want?

Travelling can be a bind but it can also be valuable time for a podcaster - ensure you use the time wisely!

There is a great article on Promotion World on Podcasting. I have listed the sub headings but check out the full article for the detail, it is a good summary and also a reminder for us all.

DO
1. Make it Professional
2.Transcribe
3. iTunes Support
4. Content
5. Subscribe To Your Podcast Feed

DON’T
1. Stray
Do not stray too far from the topic.
2. Ramble
3. Forget Meta Data
It is critical that you include appropriate and relevant keywords in your podcast feed title and description, this will help listeners locate your podcast.
4. Skimp on Bandwidth
5. Listen to Your Audience
Create a venue for listeners to communicate with you, whether it be through email, a forum or a blog. Listen to what your audience is saying, and even more importantly listen to what they are not saying.

Here is a USA today article about podcasting, showing that podcasting is not like radio….it has a wonderous array of specialist podcasts. Here is a quote from the article
“”In the digital world, there’s an audience for even the most obscure thing,” says Charles Hodgson, a Canadian writer whose podcast, Podictionary, examines the history and origins of one English word five days a week. Don’t laugh: His podcast has been downloaded 2.3 million times in less than two years. In a medium in which shows are lucky to attract a few thousand regular listeners, it’s a hit.”

No matter what your passion, no matter what your podcast if the content is great and provides value to the listener then it can be successul. Look at those figures 2.3million downloads in less than 2 years!

I need your help! I am presenting to the online podcasting conference in April and want to share with the listeners “What I know now that I wish I had known at the start!”

What were your mistakes, key learnings…..? What advice would you give to people who are just starting out in the podcast world? What was the best tip that you ever received?

It would be great to share with the online community. Please post on the blog or e-mail me at anna@theengagingbrand.com