insider’s guide to awesome podcasting › wp-content › uploads › 2017 › 11 › podca… ·...

Insider’s Guide to Awesome Podcasting

By Bryan Del Monte

www.bryandelmonte.com

Copyright 2016 – Clickafy Media Group, LLC

Welcome Message

4

Webinar Overview

Over the next hour, we’re going to discuss the following topics:

✇Podcasting Overview

Why Podcast at all?

The Future of Radio is Podcasting I’ll talk

very briefly about how podcasting is going

to change radio and how this revolution has

unfolded since 2004 to now.

What you need in Gear

How to put together a studio

Good Audio Starts with Good Equipment

Your podcast is goign to be judged by how

it sounds – and that means you have to get

good audio recording equipment. Luckily it

doesn’t have to break the bank.

Making Good Radio

And now… here’s your host…

Entertaining Audio retains listeners We’ll

talk about how to find great Music,

structure your podcast so it’s interesting,

and how to deal with challenges of having

guests on.

Finding Guests

You’re not that interesting…

Building an Audience Through Interviews

How do you find guests? And if you find

them, how do you interview them? I’ll share

some strategies for you to use to do both.

Distribution Issues

Spreading the Word

Hosting matters – a LOT We’ll talk about

podcast hosting and why it matters so uch

and we’ll talk about syndication – especially

in iTunes and the “Golden Window” of New

and Noteworthy.

� Launching & Success

Putting Episodes in the Can

D-Day, Zero Hour Finally, we’ll wrap up

with an overall strategy for how to launch

your podcast, gain attention, and make sure

it’s successful out of the box.

�

Why Podcasting?

✇

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Why PODCAST?

RADIO is largely an individual activity. A podcast

gives you the opportunity to talk to people

individually but at scale. When people are in the car,

on their run, on at home on the couch, they’re

listening and thinking about you on your podcast.

Podcasting can Drive Revenue Top marketing

podcasters like Pat Flynn repeatedly admit that their

#1 funnels for generation of leads and sales revenue

is through their podcast. It is their #1 marketing tool,

their #1 advertising tool, and their #1 sales tool.

Podcasting can open the Door… Popular podcasts

that develop audiences demonstrate marketability

and authority on a topic. Top podcasters are

routinely invited (and paid) to speak at conferences,

media outlets, and more. They are industry leaders.

Rapport & Audience Building Leads and Revenue Increases Authority & More

7

Why PODCAST?

75 billion blogs – not as many podcasts. Podcasting

has “boomed” and “busted” twice since 2004 –

largely with the influx of technology changes. That

said, the podcasting pool is much smaller in terms of

content production while listenership is growing

steadily.

To Be Heard is to Be Understood Unfortunate

reality is this – most people suck as writers. I know

that can be hard to hear – but it’s very true. Writing

at the level necessary to generate results requires

considerable acumen. Podcasting is less rigorous –

all you have to do is have interesting conversations.

You might actually make some money. Popular

podcasts that develop audiences generally get

sponsored. The sponsorships are small to the

sponsor (like Audible or Quickbooks) but are HUGE

to the business or podcaster struggling to improve

the content.

Less Competitive than Blogging Best Absorption of Your Content Sponsorship for Content

Buying Audio Gear

�

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What EVERY PODCAST SETUP LOOKS LIKE

We’re not doing Charades. You’re going to need a

microphone for podcasting – and the cleaner, the

flatter, and the crisper – the better. You can spend

anywhere from 20 to 5000 dollars a microphone.

The difference boils down to responsiveness and

clarity/fidelity of the sound.

Recording the Audio You’ll need some way of

connecting the microphone to your computer or

recording source. For most people that’s a USB

connection. For some, they will use a mixer board

(Yamaha and Mackie are the best) or a pre-amp USB

interface (SHURE and Focuserite are the best).

And here’s where the magic happens. After you

record, you’ll need to lay and master your tracks and

then export the raw files into an MP3 format for

your RSS feed. The two programs most commonly

used are Adobe Audition (my favorite) and

SoundForge’s Audicity (which is free).

Microphone Interface for recording Editing & Post Software

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Choosing MICROPHONES

Anything but your PC microphone! Logitech and

others make some relatively decent USB headset

microphones that are at the lowest level of

suitability for good podcast audio. These headsets

are “good enough” for most podcasts – but audio

quality is significantly weaker than other options.

Not ready to spend tons of money? Eventually you’ll

tire of the headset and the hiss and look at “real”

microphones and have a heart attack. That’s when

offerings by companies like BLUE (Yeti), RØDE, and

HEIL will be attractive. You can also pick up a simple

mixer board for 60 bucks and you’re in business.

You’re Listening to K-Q-Q-R the ROOOOCK.

Eventually you’re going to want to go full hog and

you’ll start sound-dampening your room, learning to

control your breathing, and you’ll invest the money

in broadcast equipment. The big players are the

industry leaders – Electrovoice and Shure.

USB Headsets “Prosumer” Level Broadcast

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The PROSUMERS

BLUE Yeti RØDE Pro/Podcaster Audio-Technica AT 2020 HEIL PR40

$100 Mic Worth Its Weight in Gold

BLUE’s value-priced mics that are a

great value. They are plug and play (in

USB), but are poor at noise rejection,

requiring post-production to sound

“FM” quality.

Looks like an Electrvoice RØDE makes

both prosumer and profesional

equipment. The podcaster is better tan

the YETI (also costs double) and is a

suitable mic for entry-level podcasters.

Retails for about $250.

AT2020 – A Venerable Standard

Audio-Technica also makes profesional

gear for audio – and the AT2020USB

has been adapted based on their XLR

AT2035/2020 microphones. It’s plug

and play, but as a condenser mic it

needs a quiet room. Retails $100.

HEIL would Object HEIL Sound think

they’re profesional grade – only thing is

I see only podcasters using the PR40.

It’s an AMAZING microphone, but it’s

as fussy as a broadcast microphone,

needing post processing and NR. Given

it’s about $400 – I’d choose the RE320.

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The BROADCASTERS

ElectroVoice RE 320 ElectroVoice RE 20 SHURE SM7B Neumann BCM

Baby Brother of the Legend

Electrovoice RE 320 is rapidly

becoming one of the most popular

microphones for Broadcast and Voice-

Over production. It’s bright, hot signal,

and very full featured for about $300.

The Myth, The Mic, The Legend The

Electrovoice EV20 is the legend. Found

in nearly every radio studio in the

country, the EV offers a crisp, clean,

cardiod response that is nearly flat thus

providing superior mixing and post

options. Runs about $500 retail.

American TOP FORRTEEEY! Looking

for that “Shadow Stevens” or Casey

Kasem sound – that’s the Shure SM7B

microphone. It’s clean, crisp, and

delivers an exceptional hot signal that is

used in radio stations for Pop and Rock

around the world. About $500 retail.

In a world… where the Microphone

was King… Chances are that killer

promo at the movies you like was

recorded on a Neumann. About $700

retail for the 705 Dynamic model and

$1100 for the 105 Valve Condenser.

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Sound STUDIOS & “Deadening” Reverb

With some mics – rejection is high. If you’re using a

microphone like the RE 320, the PR40, or generally

dynamic mics – you might not need to worry too

much about sound deadening as cardioid rejection is

very high. Just make sure you’re close to your

micrphone, use a pop filter, and then simple out

ambient noise for post-production NR.

Hard Surfaces close to your mic. Most of the

“bounce” and “reverb” that people don’t like on

recorded audio is actually sound bouncing off the

walls of your room and then causing it to sound

“tinny” on reverb. You can reduce this with some

sound tiles usually behind the microphone or a quiet

box.

Full deadening – audio control. If you’re really

serious, you can sound deaden a room fully by

covering the walls with sound tiles or by building a

recording booth (more common even for profesional

audio houses). Deadening a room fully with sound

panels is about $5000 (installed) for a 10X10 studio

área (doors, walls, ceiling, etc.).

Microphone Partially Deadening/Sound Tiles Dedicated Studio

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Getting SOUND TO RECORD

PLUG AND PLAY. The prosumer microphones tend

to all be USB connect. They’re self powered (in that

they have an amplifier & A/D converter built in) and

they send a USB signal to your computer. The plus is

that they’re very simple to use. The minuses are that

the sound quality is limited usually to 44.1K and 16-

bit sample rates.

ALMOST PLUG AND PLAY Mixing boards are

designed to take in XLR inputs and to control the

input and output of each aspect of whatever is

connected to it. You can control gain, frequency

balances, etc. Many Mixers now have USB outs

(again limited to 44.1K and 16-bit usually).

BETTER THAN MIXERS FOR ONE/TWO INPUTS.

XLR interfaces are essentially amplifiers with A/D

converters built in for one (like the SHURE X2u) or

two inputs (Focusrite i2i). They are higher fidelity

than most USB out mixers (32-bit with up to 48 kHz

sample rate for better-than-CD quality) and much

better sound than all USB microphones.

USB MIXERS XLR Interface

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Getting THE MAGIC TO HAPPEN

VS

Making GREAT PODCASTS

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Elements of Great Radio

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The core principles of "Powerful Radio" - Tell the Truth, Make it Matter and NEVER BE BORING.

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Compelling personalities who can tell stories, write, have humor, are interested in people, good listeners - engaged with life, and have things to say.


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Compelling personalities who can tell stories, write, have humor, are interested in people, good listeners - engaged with life, and have things to say.


Each moment on-the-air needs to be compelling immediately. Powerful storytelling that entertains, informs or connects with listeners. Always think: "What's in this for the listener?" Make it relevant. Create content with the listener's shortened attention span in mind. Carefully focus your topics and stories. Ask: "Do people need to know this NOW? Does this have to do with their health, well being or happiness? Is this about THEIR money, safety, emotions? Is this a talkable topic? Will it make them laugh?" If you do this, audiences will tune in and take you with them wherever they go.

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Elements of a Great Podcast

Clear Strong Character Good solid Production Interesting Content Relevant Topics

Again, this ain’t Charades The quality

of your personality, the warmth,

connection, humor, etc., is all going to

have to come through that

microphone… and do so in 10 seconds

or the listeners tune out.

WKRP in Cincinatti… Most people

expect a highly polished show now,

with decent intro, outros, bumpers, and

everything else. Good news is – that

stuff is reasonably simple to produce

and farm out to others if need be.

You’re interesting but… The most

popular podcasts are layered with

multiple voices and guests. There’s

narrative, conflict, story, action,

resolution, love, hate, desire, sex, lust…

you name it… it’s interesting content.

The show isn’t about you.. Great

podcasts do nothing but provide more

cowbell for the Audience. Everything

they do is for the Audience. Audience.

Audience. Audience!

22

Where to find Great Music Sources

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Good VOICE OVER & INTRO/OUTRO

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Finding GUESTS

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Getting GREAT GUESTS

• Your network – who do you know?

• Actual networking events

• Social Media

• Cold Email

• Referrals

• Other Podcasts

• Interview networks & PR Networks

• HARO – Help a Reporter Out (service provided by VOCUS at www.helpareporterout.com)

• Radio bookers and lists (www.radioguestlist.com)

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• Be RELEVANT to the audience you have with your guest choices

• Be RELEVANT to the audience you want to attract with guest choices.

• Get your guests to promote their podcast with their audience

• As you build up guests – it gets a lot easier.

29


• Provide them VALUE before you ask

• Pitched from the perspective of “what’s in it for them”

• Giving them a high quality product to share with their audience (have a demo show to share)

• Using a “one sheet” for both you and your show

Handling DISTRIBUTION

DO NOT EVERSELF-HOST

YOUR PODCAST FILESYOUR WEBSERVER CANNOT HANDLE THE LOAD

AND YOUR AUDIENCE WILL GET SERIOUSLY PISSED

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Best PODCAST HOSTING

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RSS DISTRIBUTION AND AGGREGATION

Launching SUCCESS

�

35

Components of Podcast Launch Strategy

SIX EPISODES - MINIMUM

New listeners want to binge if they like

you. Maximize this fact in iTunes

MAXIMIZE NEW & NOTEWORTHYHave your best stuff and the biggest issues in

those first 8-weeks of golden promotion time

in iTunes – it will make or break you.

ASK FOR THE SALEGet People to sign up Easiest way to build

listeners and Audience base is to get their

email and then inform them of new episodes.

GREAT COVER ARTYour Itunes Art can break you In a sea of lots

of look-a-like podcasts – having well designed

iTunes Cover Art really matters.

GREAT HEADLINESiTunes Gets Searched Too People Will find

your podcast based on the topics and

summaries you write – have great headlines

and rich summaries.

CONSISTENT RELEASED Do NOT piss me off by releasing content

errattically. I want my content on time and on

a season or reliable schedule.

“Given the precious nature of primetime slots on traditional TV, a series pilot is arguably the most important point in the life of the show.However, in our research of more than 20 shows across 16 markets, we found that no one was ever hooked on the pilot. This gives us confidence that giving our members all episodes at once is more aligned with how fans are made.”

Ted Sarandos

Chief Content Officer

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Itunes COVER ART

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Itunes COVER ART

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Itunes COVER ART

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Itunes COVER ART

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Itunes COVER ART

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Proper META Tagging

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Proper RSS FEED TAGS & EPISODE INFORMATION

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Proper RSS FEED TAGS & EPISODE INFORMATION

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Maximizing EIGHT WEEKS TO SHINE

• Each new podcast (new and noteworthy) gets 8 WEEKS being promoted by

Apple.

• Promotion is not even – it’s based on DOWNLOADS and EXPOSURE

• Subscribers count more than downloads.

• Reviews count for A LOT

• LAUNCH WITH YOUR BEST STUFF

• It’s gonna take a few days before your iTunes account comes “online”

• It’s gona take about 3-4 days before every episode winds up “searchable”

• If you launch with more episodes and rapidly introduce new episodes early on –

you can bounce to the top of iTunes in N&N or in “What’s Hot” rather easily.

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Maximizing EIGHT WEEKS TO SHINE

• After your 8 weeks are up – you may still be promoted if your content remains

really solid and downloads are high – but you won’t be in N&N – you’ll be in

“what’s hot”

• What “matters most”

• Subscribes

• Reviews

• Download intensity

• If your podcast is really solid and on a topic of broad editorial appeal – iTunes

may feature you on their front page (Mark Malkoff & The Carson Podcast).

Final REVIEW

�

49

What EVERY PODCAST SETUP LOOKS LIKE

We’re not doing Charades. You’re going to need a

microphone for podcasting – and the cleaner, the

flatter, and the crisper – the better. You can spend

anywhere from 20 to 5000 dollars a microphone.

The difference boils down to responsiveness and

clarity/fidelity of the sound.

Recording the Audio You’ll need some way of

connecting the microphone to your computer or

recording source. For most people that’s a USB

connection. For some, they will use a mixer board

(Yamaha and Mackie are the best) or a pre-amp USB

interface (SHURE and Focuserite are the best).

And here’s where the magic happens. After you

record, you’ll need to lay and master your tracks and

then export the raw files into an MP3 format for

your RSS feed. The two programs most commonly

used are Adobe Audition (my favorite) and

SoundForge’s Audicity (which is free).

Microphone Interface for recording Editing & Post Software

50

Elements of a GREAT PODCAST

Clear Strong Character Good solid Production Interesting Content Relevant Topics

Again, this ain’t Charades The quality

of your personality, the warmth,

connection, humor, etc., is all going to

have to come through that

microphone… and do so in 10 seconds

or the listeners tune out.

WKRP in Cincinatti… Most people

expect a highly polished show now,

with decent intro, outros, bumpers, and

everything else. Good news is – that

stuff is reasonably simple to produce

and farm out to others if need be.

You’re interesting but… The most

popular podcasts are layered with

multiple voices and guests. There’s

narrative, conflict, story, action,

resolution, love, hate, desire, sex, lust…

you name it… it’s interesting content.

The show isn’t about you.. Great

podcasts do nothing but provide more

cowbell for the Audience. Everything

they do is for the Audience. Audience.

Audience. Audience!

51


• Provide them VALUE before you ask

• Pitched from the perspective of “what’s in it for them”

• Giving them a high quality product to share with their audience (have a demo show to share)

• Using a “one sheet” for both you and your show

52

Best PODCAST HOSTING

53

Components of PODCAST LAUNCH STRATEGY

SIX EPISODES - MINIMUM

New listeners want to binge if they like

you. Maximize this fact in iTunes

MAXIMIZE NEW & NOTEWORTHYHave your best stuff and the biggest issues in

those first 8-weeks of golden promotion time

in iTunes – it will make or break you.

ASK FOR THE SALEGet People to sign up Easiest way to build

listeners and Audience base is to get their

email and then inform them of new episodes.

GREAT COVER ARTYour Itunes Art can break you In a sea of lots

of look-a-like podcasts – having well designed

iTunes Cover Art really matters.

GREAT HEADLINESiTunes Gets Searched Too People Will find

your podcast based on the topics and

summaries you write – have great headlines

and rich summaries.

CONSISTENT RELEASED Do NOT piss me off by releasing content

errattically. I want my content on time and on

a season or reliable schedule.

Questions?

54

insider’s guide to awesome podcasting › wp-content › uploads › 2017 › 11 › podca… ·...

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