Podcasts open the door to telling new stories and reaching new audiences — if you do them well. But what are the conversations that need to happen before going forward, and what’s the balance between innovative podcast storytelling and the investment needed in time, expertise and money. This session explores the basics and best practices of podcasting. Bring an idea that you think would make a good podcast. Katie O'Connell is head of podcasts for The Arizona Republic. @katieoc

1. So you wanna
make a podcast?
Here’s how to do it

2. Who is talking to me right now?
● A dog-crazed person
● Katie O’Connell
● Head of podcasts at
The Arizona Republic
● @katieoc

3. Any beat reporters here?
● Does this to-do list sound familiar?
● Interview sources, write, edit, cultivate
a social presence, shoot video, blog,
file FOIA requests ...

4. Some days probably feel a bit like this

5. Why you should add a podcast to the
mix
● We’re all looking for new audiences
● 51% (144 million) of the U.S.
population has listened to a podcast
● 22% (62 million) listen weekly
● 80% listen to all or most of each ep.

6. In other words ...
Podcasts can help you
● Develop audio that makes a difference
● Create unique content
● Produce excellent traffic

7. No really, just look at Up First
● Draws on talent and tools
already in the room
● Targets new audience:
88% are 25 to 44, $80K
in household income

8. Three key things to consider with
podcasts
● Your audience
● Your programming
● Getting the two to
meet

9. Before I launch into that ....
I want to hear from you.
● What are your experiences with
audio? Has anyone worked on a
podcast yet? What did you learn?

10. Ideation is the hardest part
But understanding
your audience can
make or break your
show.

11. The good, the bad and the ugly
We’ll start on the
rough end of the
spectrum.

12. Our biggest mistake
Thinking these habits were the same.

13. I want to hear from you part II
1. Who are your
audiences?
2. What do they want to
hear? Start developing
your elevator pitch.

14. Not sure what they want to hear? Ask
them.
The audience for Valley 101:
1. People who are new to town
2. People who have hometown pride

15. The results?

16. About your programming:
What kinds of audio
are you going to
include?
● Interview
● In-studio
narration/
roundtable
● Nat sound
● Archive
● Music

17. Who and where
● Who are the characters in your show?
● What scenes do you need to set?
○ And what audio can you use to craft
them?

18. How often will your show come out?
● Weekly: Helps develop a habit, but it’s
demanding
● Series-based: Won’t form a regular
habit, but scheduling can be easier
● Some combo? Like seasonal shows.

19. Narrative Structure
● Will your show be a scripted show vs.
off-the-cuff interviews?
● How long is each episode?
● Are there recurring segments?

20. And the stuff your editor wants to know
● Who are you working on this with?
● How much time will this take?
● How much do you think it will cost?
● Do you think we can make any $$
from this?

21. Time to update your pitches
● Types of audio
● Characters & scenes
● Weekly or series
● Episode length
● Time investment

22. Now it’s time for a homerun
● You’ve done the hard
work for your
audience.
● Now it’s time to make
sure they hear it.

23. Use social to your advantage
As Shakespeare said,
“To create your own
handles or not to
create your own
handles …”

24. What real estate do you own already?
● How can you promote the show in
your newspaper or broadcasts? What
about in your newsletters? On your
site?

25. Connecting with other podcasts
● Promo swap?
● Social promotion?
● Guest appearances?
● Hosting an episode in
their feed?

26. Community partnerships and events

27. Swag gets people excited

28. Let’s go back to your pitches again
● Social
● Current products
● Other podcasts
● Your community
● Swag

29. What if it still doesn’t work?
● Don’t be afraid to readjust
● Case in point: The Gaggle
● Grew 35% in three months

30. In the end, a good show is always worth
it.

31. Questions?