Liveblog of session presented by Leesa Barnes
Run as a brainstorming session.
Why does she like the planning process?
- ensures success
- anything is possible
- low investment
Why to plan:
- use your podcast as breadcrumbs to lead people to your other offerings e.g. your product, services, email list
- people make the mistake of throwing everything into their podcasts – you are giving everything away for free, and they have no reason to follow up with you
How to plan:
- 7 step process in podcasting strategy:
- Measure (ROI)
- today we are focussing on Assess and Plan
What to assess:
- technical savvy of target audience
- do you have the commitment?
- why am I doing this?
- do I have the resources?
- do I have something to say?
- who cares?
- are you saying something unique/new?
Why did people start podcasting?
- build community
- give people a sense of your personality
- because he could
- ego – I have something to say
How do you research the issues in your assessment?
- do 2 hours of research a week – if you can’t do 2 hours of research then you won’t have 2 hours to commit to the podcast
- run a vanity search on Google to see how your name comes up.
- getting a podcast out there helps move your name up in the Google ranking.
- what problem am I good at solving, and for whom?
- from the list of problems, you can draw a list of solutions
- from the list of solutions, you have a list of episodes
Problems that people in the audience are good at solving:
- space and time
- how to entertain (with audio)
- application process
- better poker playing
E.g. Susan from York University – helping students with the application process. Episode topics:
- what grade do I need; prerequisites
- what should I put in my portfolio
- what makes a good research statement for grad studies
- reference letters
- is there Kosher food on campus
- can my boyfriend stay in residence overnight?
- seasonal, so can have other topics in off-season e.g. how to rent out my room during the summer; can repeat topics/reuse content – can serialize feed in such a way so that no matter when they join they will get the first episode
Clustering – circle in the middle and each of the issues branch off from the circle
Survey Monkey http://www.surveymonkey.com – ask people what their top 3 issues are to find additional
How do you prioritize what you are going to talk about?
- one strategy: put less popular topics between the very popular topics – space them ou, have people keep coming back.
- start with topics you have the most interest/expertise in since you will do best with those
- sustain interest by having a main message, and come back to that message after you go off on related tangents
What else to think about
- length of time
- how you will deal with negative feedback (means you have some level of success)
- hosts, who are you going to interview
- competitive analysis – what are others in the same market doing? – it does not mean you have to do it the same way
Why do you podcast regularly?
- consistency builds trust
- if you say you are every Monday, you need to put it out Monday
- if you don’t supply a rhythm when people expect it, you are going to lose it
- if you don’t tell your audience that it is going to be sporadic, they are going to delete it or for big fans, they are going to be worried about you
- let people know in advance that you are not going to be there
- pre-record episodes to fill gaps, have someone else post for you
A person who belongs is a person who buys. If a person feels like part of your community, if you are making an income from your podcast, you will have a ready-made audience.