In the realm of content marketing, story is the name of the game. What's the story of your business, the people behind it, and the story of what you mean to the community? Podcasting has become a fast-rising arena of content creation and story curation. It's never been easier to answer these questions and solidify business and personal branding than with the podcasting outlet. This course serves as an introduction to the podcasting medium in general; break down the mechanics behind recording, editing, uploading, RSS feeds, downloading, etc; establishing and expanding on an idea/approach; developing logo, approach, and content; and boosting your brand with the content and driving audience to subscribe. If you're good with conversation, enjoy diving-deep into concepts and exploring ideas with cool people--podcasting is for you, and one of the best decisions you can bring to your personal brand and/or small business. Imagine blogging, but more efficient and at an all-time high in popularity.

1. Intro to Podcasting:
A Fun Way To Do Content
Mitchell Roush,
Marketing Strategist
SCC - York Learning Center
10/12/2020

2. @MitchRoush
o Marketing Strategist + Podcast Producer
o 35 States + 4 Countries
o Physical Media Fanatic
o Daughter Says I Make the Best Bacon

3. THE RUNDOWN
• Stats
• 6 Reasons Why + Why Not
• How To Start
• Build An Audience
• Q & A
image: vectorstock.com/22884875

4. Malcolm Gladwell
Image:gladwellbooks.com

5. NUMBERS DON’T LIE
• Millennials (24 – 40) = Largest pool of consumers.
• Break-down by Type:
• 46 % - Humor
• 28% - Educational
• 27% - History
• 26% - Narrative / Docu-style
• Spotify = $500 million on podcast acquisitions in ‘18.
• 60% of listeners look-up products via pods.
*per Adobe Analytics via ArcaMax

6. 3 reasons why you SHOULD

7. 1. Fun Way to Strengthen Your
Brand
storytelling, storytelling, storytelling

8. 2. Content Marketing
swiss army knife: audio, written, socials, crowdsourcing, etc.

9. 3. Enhance What You’re Already
Doing
speaking, networking, engagement / awareness

10. 3 reasons why you SHOULDN’T

11. 1. Everybody’s Doing It
“just because you can doesn’t mean you should.”

12. 2. All Filler, No Killer
why should I listen?

13. 3. Inconsistency
if you’re going to do it — do it!

14. How to Start

15. What You Need
● Budget
● Name + Logo
● Format + Frequency
● Laptop or PC
● Mics + Other Equipment
● Editing Software
● Hosting Platform + RSS Feed
● Availability on Popular Aggregates

16. Budget
1. You will spend money, and the range is wide.
2. Stuff re-bills annually.
3. Don’t underestimate the time commitment.

17. Name + Logo
● The Name is the Thing
○ Keep it simple
○ Consider the initials
○ Craft a catchy description
● Invest in a Logo
○ What industry standards catch your eye?
○ Color scheme?
○ Find a designer
■ Fivver, Upwork, 99 Designs
○ Theme Music?
■ Jamendo, Shutterstock Music, Bensound

18. You know how when someone asks
"How are you?" you just say "Fine,”
even if you’re totally dying inside, so
everyone can go about their day?
“Terrible, Thanks For Asking” is the
opposite of that. Nora McInerny asks
real people to share their complicated
and honest feelings about how they
really are. It’s sometimes sad,
sometimes funny, and often both.

19. Format + Frequency
● How Will You Do It?
○ Narrative, Interview(s), Docu-style, Reviews, Co-Hosts
○ Pop-Culture, Niche Focus, Branded
● And How Often?
○ Daily, Weekly, Bi-Weekly, etc.
○ Seasonal?

21. Equipment
● PC, Laptop, or Tablet
○ Adapters/dongles
● USB Microphones - $35 - $150
○ Pop-filters + stands
● Headphones
● Audio Interface - $100
○ PreSonus AudioBox USB
○ Multi-channel and beyond
○ Headphone jack(s)

22. Recording + Editing
● In-Person vs Remote
○ Two-way or more = Audio interface
○ Remote / Online = Skype, UberConference, etc.
● Editing Software
○ Audacity, GarageBand, Adobe Audition
○ Export as mp3 or mp4
○ Intro, outro, SFX, clips, or ads?
● Don’t forget the episode description

24. Hosting Platform + RSS
● Platform is your parking lot and RSS generator.
○ RSS is how it’s shared
■ Anchor - Free
■ Buzzsprout - $$
■ Podbean - $
■ Soundcloud - $$$
■ Spreaker - $$
● Note storage size plans.

26. The Aggregators + Show
Submission

27. Build An Audience

28. What You Need
● Social Media
● Website
● Rollout Plan
● Guests
● Existing Resources?
● Audio Snapshots

29. Social Media
● Personal Platform vs New
○ How does the niche fit your existing audience?
○ How big is your online network?
● Facebook, Twitter, LinkedIn, Instagram
○ Which one(s) to pick?!
○ What’s your content marketing strategy?
○ Is this a “fun” project or “professional” project?

30. Website
Existing or New?
Either way, you need a public parking lot.

31. 30 Day Rollout Plan
1. Kick-off social media presence + announce launch.
i. Posts
ii. Engagement
iii. Polls, Photo Challenges, etc.
2. Develop “teaser” episode.
3. Build website.
4. Announce guests and/or segments.
5. Launch first episode.

32. Guests
● Podcasts are built by piggybacking on “influencers”.
● Finding great guests:
○ Who are my favorite industry experts?
○ Which ones are funny / entertaining?
○ Who’s got a good following?
○ Who do you really wish you could talk to?
○ Any artisans making stuff you could review/test?
○ Who’s got the interesting hook or angle?

33. Existing Resources + Extras
● What do you already have in your arsenal?
○ List of loyal customers
○ Newsletter
○ Free / Cheap ad avenues
● Fancy Extras (if budget allows):
○ Audio snapshots - Wavve, Headliner
○ Art / Graphics for each episode
○ Patreon + Merch
○ YouTube Videos

34. Recommendations
• Revisionist History – Gladwell
• The Bechdel Cast
• Bill Simmons Podcast
• Bingemode
• Dr. Death
• Jamele Hill is Unbotherd
• The Longreads Podcast
• How I Built This – NPR
• Serial
• Terrible Thanks for Asking with Nora McInerny
• This American Life
• Within the Trenches
• Why We Eat What We Eat – Blue Apron
• You Must Remember This
image: vectorstock.com/22884875

35. Q & A

36. STALK:
o Get the Deck on LinkedIn SlideShare!
o Twitter: @MitchRoush
o LinkedIn: linkedin.com/in/mitchroush/

37. Image Credits
• vectorstock.com/ 22884875
• https://www.gladwellbooks.com/landing-page/about-malcolm-gladwell/
• https://www.shelleygraves.net/thepodcast/podcast-icon/
• https://www.stitcher.com/podcast/american-public-media/terrible-thanks-for-asking
• https://www.stitcher.com/podcast/podkastkeat/thirty-seconds-or-less
• https://podcasts.apple.com/us/podcast/this-american-life/id201671138
• https://podcasts.apple.com/us/podcast/serial/id917918570
• https://thehomerecordings.com/usb-mic-or-audio-interface/
• https://www.youtube.com/watch?v=Yl5ZRc4bdeY
• https://www.macworld.com/article/3345577/apple-dominates-the-podcast-market-but-for-how-long.html
• https://towardsdatascience.com/profiling-my-favorite-songs-on-spotify-through-clustering-33fee591783d
• https://www.stitcher.us/
• https://www.youtube.com/
• https://androidcommunity.com/google-reportedly-rolling-out-cast-support-for-podcasts-app-20180918/