Podcasting: The Time Is Now

okay so um our last speaker before afternoon tea so no pressure amelia but this better be good um now try and cut amelia a bit of slack she's been very kind coming in even though she's on her almost death bed um so amelia veal from narrative marketing is here to talk to us about podcasting who listens to podcasts every week all right so we probably don't need to even let's just not

do this yeah yeah um so emilia is the chief storyteller and director of narrative marketing her career in marketing spans nearly two decades and includes working for local and state government the non-profit sector plus a range of small to medium businesses so you may have seen emilia around the last couple of years just talking about um talking to people and getting some podcasts coming together so um she's here today to share

her tips with everyone so we'll make all the technology work for you and then we'll be good okay i know which one do this one okay okay so hello everybody it's like getting close to three o'clock on a friday afternoon so you're all super awake right i get it um i apologize you can hear well you might not know but my voice is not quite so croaky normally um so i've got

my lemon and sage drink and i've been resting my vocal cords i don't know what that was but that was excited too uh i've been resting my vocal chords so i hope i can get through um this full session with you uh losing my voice i'm a podcaster wow what a pain anyway so i am going to be talking about one of my favorite topics which is podcasting i'll see if i

can figure out how this works oh cool got it right um but about me my business is called narrative marketing i love storytelling i'm also like really obvious and put it on t-shirts and stuff like that um it also really takes out the pressure of deciding what to wear so i this is this is new today everyone this is the first time you're all seeing this this is the blue version i

have a white and a black version i have a long sleeve version they're all the same but i changed the color wow i'm wild i am really wild i have two kids and this is my version of fun okay uh but sorry and that's me i tell stories people say sometimes what do you do i tell stories and they go right you work at kindergarten not quite but anyway sometimes i feel

like it depends on the clients i didn't say that uh chris warman is here behind the scenes he loves this when i do this because he's behind the scenes that's where he likes it but i like pointing him out see over there everyone wave it chris hi chris uh so we do a lot of video content as well as podcasts um and back in 2016 when i started my podcast be the

drop i said to chris who's a videographer oh mate like you there's audio in video so can you just edit the podcast as well like that'll be fine right it's like when people tell graphic designers how to design they love it uh anyway so but i mean we're coming up to nearly four years so i think this week is episode 150 of be the drop in my podcast and so it he

he can edit audio right i knew that so anyway that's a little bit about us but podcasts now there was a really great show of hands so most of you know what podcasts are but i am going to go through and give a little bit of stats and a little bit of explanation because i'm like one of those people that hate it when somebody assumes that i know what they're talking about

uh so i didn't want to do that today um and this is the definition is from john lee dumas this definition of podcasts who has a podcast called entrepreneurs on fire for those of you who are not familiar and it says stuff like and there's americans in the room so you'll love my version of american accent it's like hello hello hello fire and nation he does stuff like that i've met john

on a couple of occasions he's a really nice guy um it's a recorded audio file available on podcast directories to consume in an on-demand manner now for me the reason i really like this definition is the it's consumed on an on-demand manner now that is one of the key points we're talking today well my presentation is about why podcasts and the time is now is because more and more people want to

be able to consume content when they want where they want and how they want and podcasts do this incredibly well i can be driving and listening to a podcast if i've got my google home set up as soon as i pull up and then i walk in at home it continues that podcast at the same spot like you know i it's really i can set up my life so that i can

engage to whatever for whenever as how long as i want i mean i don't know about you but i can't remember the last time i watched friday air tv because netflix is my on demand version as i mentioned before i've got two kids so my time slots when i want to consume content suits me and podcasts do that uh where to listen to podcasts now this is like just a very small

selection of those podcast directories so um i said podcast directories because basically your podcast lives in one location and then it has to get pushed out to all these different directories which is where people listen to it the number one being apple podcasts which was previously itunes but they transitioned apple podcasts on the mobile devices some time ago and more recently onto your computers as well so desktop too uh google got

involved i think it was early last year 2018 um and created their own podcast app and they've got involved on a desktop way as well i'll show you that in a minute and spotify so apple podcast has pretty much owned the space for a very long time but there's more and more data coming out where spotify is taking over the podcast space not in australia or in america but in south america

i think in the netherlands and a few other countries spotify has overtaken apple podcasts um and spotify have been really aggressively doing that they've been buying and buying um all sorts of the distribution chains for podcasts so podcast platforms and podcast creations spaces spotify have been spending and they've got a really aggressive plan on that these are some of the other podcast apps pocketcast is a great one it was developed here

in adelaide and sold last year to a conglomerate of big um american podcast content creators because they're trying to protect um the open source nature of podcasts which i'll explain a bit later so this is where you can listen uh i said i mentioned google google obviously owns the internet i mean you can disagree with me if you want um but they kind of do uh so and now google you know

over the last couple of years has gotten involved with podcasts they're including them in their algorithm how they're including them in their algorithm changes all the time and who knows because that's google and their algorithms um but at the moment what's really cool is i can you know someone can be searching for my podcast come up with results and hit play directly from that search this is both on mobile and desktop

so you can play podcast now directly from google so um you know it and this is great so seo i'm not an seo expert i can talk a little bit about on-page seo but realistically that's not my skill set however having audio content like video content helps improve your seo it's improving the footprint of your business messages so enabling more people to find you so which is really cool there's so many

exciting things happening in this audio space number of people listening like 20 of australians listen in the last week except for in this room because i think it was more like atm it was a good show of hands so you guys are high achievers well done um more than half have tried listening and we're seeing increasing demographics in their younger generation of listeners and it sort of tapers out around 60 which

is probably not all surprising it's kind of a technology type thing uh the higher percentage female listener numbers there's differences depending on categories on this this data came from an abc survey network and i believe abc's audience is probably slightly skewed towards female as well in true crime the females do listen a lot but then there's a lot of other podcasts like i was just talking about the joe rogan show before

it's a huge one it's not for me but the the listeners are more male for that as well anyway so it really does become a bit genre um specific uh so it's probably closer to 50 50 podcasts and increasing in time so in australia basically all the data keeps going up in australia and internationally so people are spending more time listening to more podcasts and more people are listening and this is

the same internationally internationally the numbers are higher with 26 percent of americans and 23 in the uk but all of them are on on the go and so is podcast ad revenue honestly every time i look at this data it keeps increasing so the numbers here are probably out of data as of today i mean this podcasting is evolving at a rapid rate um apple have just released new categories so you

know in other slides i've had categories listed for for podcasts but they changed so my podcast itself now is in an obsolete category that's how quickly it changes but the one thing that stays that has stayed steadily the same is that the numbers are increasing which is exciting now um this is this is a little interactive bit but it's not as fun because all of you put your hands up i mean

well done you for being high achievers anyway i'm gonna do it anyway but basically this is how i think oh do you have to do something i just keep pressing this and hoping for a different response this is how to find a podcast because literally i do get people who say i i don't know where to find a podcast so if you're on an android um type in here be the drop

no we've missed her oh hang on we've got i'm done i'm doing wrong things anyway okay we're finding be the job and we're subscribing i jumped to the punch line which is super sad but anyway so this is how you find a podcast on on an android device you've gone into your app we've used google podcast here and we've searched for be the drop and we've subscribed here we are on apple

search type in be the drop is everyone doing this are you playing along uh and then i hope so because then i'm gonna leave here and check my numbers and like so everyone's gone on gone into be the drop practiced and hit subscribe right the gag didn't work as well because we missed the first one apologies but anyway i'm putting that down to being sick this is how you find a podcast

the only thing i'd add to that if you're on an android device you don't necessarily have a native app on your phone you might have to download one and on in this example we had downloaded um the google podcast app but as i showed you the previous slide there's lots of different apps and it really depends number of them you have to pay a certain amount so just pick based on that

but google podcast is free and apple comes with its own all iphone devices come with their own apple podcast okay so observations just generally setting the scene on podcast because i'm going to move on to what that means for us as marketers podcast continues to grow is this like a naughty place to say this social media usage is decreasing led by decline in facebook not all obviously but they mean the numbers

twitter's had down numbers even snapchat so there has been a move a shift away and i was reading an article recently that it's also the amount of time that people are spending on social media is decreasing whereas things like watching videos on youtube listening to podcasts or gaming have been on the increase so it's about thinking about where is the audience so conversely audio audio and video is going up so as

you know marketers with brands and and if we're responsible for advertising budgets we need to really think about where are our people engaging with content and if audio is one of them then how are we going to include that there's my voice how are we going to include that before i jump into how we include it i want to give you a few considerations to think about um and one of them

is this the serial effect how many of you have listened to cereal the podcast serial yeah it's a pretty big number it's not as big as the people who've listened to podcasts though but if you haven't i recommend it it is good but it was released in 2014 and it really changed the game for podcast because podcasts have been around since 2004.

there's some disputes associated with steve jobs and who created them but um i don't know so 2004 they've been around and in 2014 serial came out and like podcast numbers had been slowly increasing but it was very slow and then suddenly this podcast came and it had 40 million downloads by the end of the year like this is massive it was the it was the first ever podcast to reach 5 million

downloads as of no 2018 it was 340 million downloads over season one and season two and the thing that serial did it really changed the game for podcast because it's a narrative style podcast that is told over around eight episodes but it's one story that goes through the episodes and it continues the narrative but it brings in different characters it has suspense so you get to the end of the the episode

and and they leave you with some sort of hanger it's like a neighbor's or home in a way or something you know are they going to get married or she's going to go off the cliff or whatever but this you know so they they've really built it i mean and the producers it's highly produced cereal is beautiful to listen to it's audio gold and that and the budget it's got a budget

that's produced that so it's it's really good the same producers also created s-town which is one of the most beautifully produced podcasts i've listened to i don't like the story personally i don't know if you've listened to s town i won't spoil it for you but i have a philosophical objection to part of the story but anyway it's beautiful to listen to so um this impact means that bigger players are now

getting involved so you've got espn and apple podcasts have just announced that they're going to start creating content the bbc you know these companies are spending big money producing this audio gold and i hear a lot of marketers saying well you know we can't compete with that how can you know that we can't be on that same level but my thinking is it's a complete opposite because as all these beautiful produced

content comes in more and more people are listening more and more people are discovering 400 million 340 million people are downloading and listening to this content because of the higher end versions that are coming in realistically the smaller players aren't going to have that same impact we're not going to be able to draw in the same but if we're in the pool and we're swimming with them then we're more likely to

have those opportunity to be exposed to these markets and they're making the market bigger for us which is a good thing um me being a small player so i'm happy with these people coming in uh so and also it just shows no sl signs of slowing so what's going to happen i've alluded to this yes so there's more players coming on board and it's getting bigger how do we compete because marketers

will do what marketers do this is what we do we make noise i am a marketer and i and i understand this and some of the noise isn't great but it's our responsibility to try and make it some of the noise less annoying um you know platforms like anchor are making it easier to create podcast content people can do it from home i you know i've been on this journey for nearly

four years creating a podcast and started with no podcast knowledge myself and a video guy who was you know willing to give it a go um but over those years we've learned and we've we're self-taught we did some online courses so it's possible it's easy you know for you to easy it's not that's not true but you can learn and do this yourselves so um it's you know as the popularity with

audience increases and it's more accessible then more people are going to do it but what i you know what i want to say and one thing to take away is that it's the same as all content so long as we're creating good valuable content we're telling stories we're relating to our audience we're considering our audience's needs then the noise doesn't have to be an annoying noise it can be noise it's it's

all noise but people noise that people want to listen to that they want to find that's going to help them in their journey in life or buying decisions or whatever it is that you do so it's uh you know yes we're going to make it noisy and um you know marketers do sometimes like you mean you look at facebook now and it's covered with ads and things like that the user experience

is not so great hopefully we won't do that to podcasts so my my my i employ you let's you know get on board and make podcast content but let's make it great so another thing for this consideration so i'm just trying to set the scene about where this podcasting fits and how it relates to you and if you're not already doing it where do you relate it to you if you have

a large library of videos already then you already have an audio library because video has audio just ask chris um and you can repurpose that content it is a way of getting involved thinking about starting podcasting by reusing current content that you already have i would put a note there that audio content from a video doesn't necessarily translate directly to podcast because a video has the visual component so you do need

to understand that when you're using audio for a podcast you're relying purely on the senses the sense of hearing and listening so they're not seeing anything and chances are they're doing something else so you can't rely on the visual picture to tell those words the audio has to so that's just something to be mindful of but saying that you can then use your audio content from your videos and potentially repurpose it

and i know as marketers who are trying to manage budgets that the ability to repurpose content is really important it also works in the other way once you've got established podcasts you can create video versions and audio versions and then you click transcribe transcriber and you've got blog versions so it creates a really good rich depth of content for your mix and i know from personal experience that it's always that chasing

the content we release be the drop every monday and so our saying is like let's not be chasing mondays because every monday comes around without fail and we need to release and we have done for nearly four years okay considerations to make a podcast i just wanted to put a little summary slide in here and then i'm going to move into a case study example that i think has done this really

well now to me apart from frequently frequency length and release this applies to all marketing to any piece of content and i don't think podcasts should be considered differently sometimes we get caught up in the technology or how we're going to distribute that or the fact that it's recorded so it's slightly different but realistically you know and people have been talking about this who is your audience you need to know them

when we just heard from from nick and elliot hubspot you need to know what the goal is and so um a number of podcasts start i mean there's a huge percentage of podcasts that have what's called in the industry pod fade and they might start and get to about six episodes and then just sort of taper off because there wasn't there wasn't a goal there wasn't this planning done so it's not

about just going out and having a podcast because everybody's got a podcast it's about being specific who are you going to talk to why and what type of content will they value so is that going to be a you know is it an interview style podcast or is it an informational style podcast is it a panel you know it really depends on the goal and then the value that your audience will

get from it then you start getting down into how frequently will you release it is it a daily podcast do you have capacity to do a daily podcast is it weekly by you know fortnightly if you're stretching it out to monthly i would recommend that you're going too far as far as frequency and then you might need to look at a release and a release might be seasonal so if the pressure

of regularly creating content every week is going to be too much for you to manage and you understand this from your planning then look at season and do a season one and a season two and set up your audience audience expectations from the very beginning this is season one and we're going to cover and in season two you know and you might give yourself two or three months off in between that's

going to be much more manageable if you haven't got a full production team around you but so those that's getting into specific podcasting and looking at your title description and artwork there are parameters around that i'm not going to go into those sorts of details in today's um podcast if you want i can provide i talk podcasts you know if you want to ask me questions about podcast come back and ask

me later perhaps when my voice is better okay so the example that i want to use today is a podcast called shameless so this is about the rise of shameless which how cool is that to say i was like i was just at home going and so now i'm going to talk about the rise of shameless it's fun you can say all sorts of different ways okay so those two girls the

smiley girls that were there before michelle andrews and zara mcdonald so in early 2017 they were working at mamma mia um and they were right they're both writers there and hosted a podcast called batch chat uh now i'm sure seen as so many of you are regular podcast listeners that you're aware that mamma mia has a large library of podcasts they're a large library of really popular podcasts too predominantly female focused

content that's their gamut uh so batch chat was you know i think rundowns of the bachelor i didn't listen i don't watch the bachelor and i didn't listen to that podcast but um they had success and a really good chemistry they were then really keen to to do more podcasts so they pitched some ideas to mamma mia um and in 2017 july they pitched this idea for shameless and their two two

things that they had there as goals what they really thought why they thought they should do it um is that they really wanted to firstly tailor for content for young females and in a way that they thought that the mainstream media was missing so there was a a niche there that they identified and they wanted to do it in a way so they wanted to intelligently explore celebrity influence and pop culture

so shameless their tagline is for smart people who like dumb stuff so yeah and they're really fun they've got great chemistry and they'll so they want to talk about the dresses that the chicks wore to the awards nights and i mean you just look at the hits on those things people watch that but they might not want to you know go oh yeah you know because maybe it's um it's not they

don't they feel like they shouldn't be be excited about fashion or something i don't know but anyway so i really like how they've shaped it in that way that it's you know smart people who like dumb stuff a couple of things there on the blue this is why i think this is a really good case study so they were experienced content creators and they had previous podcast experience so they have come

from the world of mamma mia which is really good at creating click sort of style content draws people in and but it gets it gets regular readership and listeners so they understand that space and their experience at creating podcast they knew their audience and they are their audience as well i mean it's not like you have to always be but they are very authentic and relatable to that audience and they identified

a gap in the market and they also realized that the content that they could create would be regular they had a regular source of content you know popular cultural celebrity gossip happens daily so they knew that they would have regular content that got interest um then they pitched this pitch to mamma mia it was rejected um but so they launched independently they got permission so they're still working at mamma mia in

march 2018 and they got permission to do it as a side hustle so just as two i mean they're 24 25 25 year old girls got they decide to um start a podcast which they did in march 2018.

it took about 10 weeks for this friction to start because they got popular and they were working for mamma mia who creates these podcasts for women and had a really popular podcast that was their own on the side so they you know it caused friction and i don't know the details but they decided to leave so they left mamma mia and they're now doing it on their own so they're running the

podcast they've got increasing advertising revenue and growing audience in december 2018 they are on the best podcast of the year list they've got so march 2019 40 000 weekly downloads for their episodes and around that's for each episode but then up to a hundred thousand because they have these um i have little little add-in ones and then also when you count in um historical backgrounds of people getting uh um downloading previous

episodes it pushes up to a thousand weekly downloads um and then the thing that then's happened is they're they're now getting gigs hosting that they sell they do live shows which their first one sold out in 10 minutes and they recently just hosted at mecca land um i don't know much about mecca land but anyway they did that and it was a really big gig it's a big deal just i can't

explain why okay sorry i'm not the demographic um okay but so they quickly just they quickly attracted their numbers um they got advertisers industry recognition but the thing that i think is really good about this case study is that it translates to sales revenue so if we're in business and marketers we're trying to drive growth sales i mean i love storytelling and i tell stories but at the end of the day

what is the purpose for those stories if we're doing it for business so this translated into sales okay so how can you include it into your marketing mix where does it fit so i this this is a really big topic so i've tried to cherry pick out the things that i think are most relevant to you i have missed huge amounts because they just i can't cover it all but if if

there's bits that i've missed and you want to ask we can and if we don't get to cover it today my email address will be somewhere okay so if you have a podcast a really important thing is to then connect it to your website so because that then drives your seo connects the content back to you provides another portal for people to access that content you can share these links across onto

social media as well so again it's about driving people i mean in my experience it's always about driving people to your own content into your website where you can so it's you know most wordpress templates or depending you know what the back end of your website is it's not hard to add a podcast page to your website and also it becomes automated so once you set up this template you then use

an rss code in the back of your website and every time that your podcast publishes through the host wherever you've got your podcast hosted it will then automatically add that episode to this page i'm sorry i don't i hope i'm not going into technical stuff uh but basically every week when my podcast comes up it automatically appears on my podcast page on the website uh this this is actually my blog page

for the pod which includes podcast episodes as well so i publish my podcast on two places on my website i have the automated rss under podcast but i also do a bit of a blog which has got more details in it as well um so this is around the way that you can advertise within podcasts so if you're looking at potential revenue options because obviously creating podcast content costs money so as

marketers we're looking at ways that we might be able to either advertise ourselves so our own businesses or brands or whether we can create you know link into revenue streams that have a good fit that can be promoted so for example here we have a relationship with soundstripe um and so in the podcast itself i mentioned soundstripe there's a code that listeners can use and then it gets embedded around on the

pages on the podcast as well and linked in the show notes which i'll show you show notes in a minute yeah so this is this is one of the things that i get asked a lot by marketers how do we actually track conversions because the podcast audio is floating out there in the audio land um so show notes is one of currently um one of the the best ways of doing that

so literally if you open a podcast they have show notes listed underneath these are all live links so once once people clicked on there you can track that through and then it connects into your google analytics so then you know exactly where people are coming from that does require people to actually click they can do it directly from their phone and most people now are listening to podcasts from their phone um

so show notes is a really important way for marketers to link in to getting to getting conversions to tracking roi from podcasts another way if you're looking at how to share podcast content because we've talked about the fact that you can get it you can share podcast content through the podcast directories but then you can also share it across your social media channels i use i talked about podcast hosts i use

libsyn libsyn were one of the first um podcast hosts that came into the market and their interface kind of looks a bit like it but so yeah their interface is kind of old school they've been around since i think it was 2008 or something they've been around for a while um but they're i really like using them they're really i find them very user friendly we've tried with other platforms and this

one is my recommendation it's not free um there are for a few free options around but um it's it's not super expensive i think i pay 15 us dollars a month for hosting um but anyway so you come in here and you get various codes so we use the permalink code there we've copied that put it over here onto facebook as a new post and it brings up so in the back

of this i've uploaded an image for that article i've uploaded the description of that article and the title so that all comes across with that link and you can post that on various different social media platforms so it is a way of sharing and connecting your content um oh ryan can you make that play oh i know the best with technology so this is an audiogram which you've probably seen versions of

it's a true co-creation the artists the venues the fringe team the fringe staff the audiences the people of adelaide every single person is so critical in the ingredients of making this magical festival work to transform a city for the entire month like that to sell nearly a million tickets a year this has grown organically over the decades every single person who's gone before in the fringe has contributed to why we are

now experiencing this magical success so earlier this year we had the really exciting job of creating a podcast for adelaide fringe which was like very cool i mean it was pretty intense because fringe is intense but a lot of fun but one of the things that was really successful for fringe was sharing these audiogram style um grabs on social media they got a lot of traction and a lot of clicks from

their social media back to the podcast versions from this audiogram like we did we did photos as well but these were more popular so you can share this this was the most popular version of getting people to engage with the this post and then also then engage across onto the podcast um likes and so basically it's just an audio clip from the podcast a short clip from the podcast you put it

into audiogram again there's a small cost associated with audiogram but i don't know what it is but it's not high um and then you it it does the captioning automatically for you so which is great check it i mean it's like it's an ai version of captioning but it's pretty good i mean we think it's better than the youtube version um so it's fine but still check it and then you can

stylize it um and you can create a template which is what we did for fringe so their template had the two icons and the logo at the top and then just a space for video and their coloring in there so you can create a template and then just update that as you go pretty user friendly there is another one that we probably like better called headliner so if you want to look

at that but it's not as user-friendly so i say we i use the royal way chris because chris actually does this chris has a video editing background so headliner is fine for him but if you're coming without editing background audiogram is easier so i mean whichever they're both good okay this is a really important note and if you are thinking of creating a podcast if if there's one thing that you go

away understanding i really want you to understand this and you might already understand it but honestly this is the number one question that i get or the number one problem that we see is that people don't truly understand the distribution of podcasts podcasts are not like facebook and you post onto facebook and then everyone is going to see it podcast comes from a host so you know and you creates the rss

in the middle the yellow your rss feed and that gets pushed out to all these different and again that's only some of them like at the moment we connect to over 30 podcast directories so you need to make sure that you are connected to all of them and just because you have a podcast and you launch it doesn't mean it gets to these so and actually it won't unless you do some

things so this is where i see people fall down they've got a podcast they're putting it out there they might have connected to apple or they might have connected to apple and spotify but then they're not necessarily in all these others some there is a disclaimer some of the others automatically feed from apple because they've connected to apple for you but not all of them and the problem is with all of

these 30 different um directories is how they connect is all different and you have to manually go through and fill that in you only have to do it once but if you don't do it then your podcast won't go there the little lightning bolt doesn't exist until you've connected it once it's connected then every single time you publish a podcast it will update via your rss so you do only have to

do it once but that needs to be understood and if you're talking to anyone about podcasts they need to make sure that that's understood do that once and like honestly every time we connect and new directories come up so it's about staying up to date with the directories and every time we connect we see an increase in numbers in download numbers which is obvious because different people access from different points so

it's just that because it's not the same as the way that we have previously distributed content if you publish it on your website it's on the web that's not how it exists with this you hit publish but if you haven't connected these channels then it won't go okay i feel like i've got that point i really wanted you to know it i get asked about it a lot okay so before diving

in um you know because number three is super exciting create your own podcast it is it is very cool for someone who loves talking you know it's it's good uh but normally my voice is better but there are other ways to think about it you might not want to particularly in business you know you want to try these things and and that was the thing that was mentioned earlier test it so

some ways are to be a podcast guest or get your ceo to be a podcast guest get some highly influential people within your business to get onto podcasts that are relevant to your audience it's not just any podcast find out who's podcasting in your industry or in a niche that you want to be known as somebody who's relevant in that industry or niche and get on that podcast a little bit of

advice there i get lots of people now who ask to come as guests on my podcast and it's very clear to me when it's just a copy paste and they're sending out this email to lots of different people hey i've got lots of great things to say you should have me on your podcast i'd delete them i'm not interested there are people that then contact me and say hey i have listened

to this i know about you they'll give me something about my me and my podcast so they understand this is what i can offer your listeners so if you're pitching to be on a podcast make sure you understand their audience because remember if we come back to it the successful podcasts are the ones that connect with their audience that provide value so pitch yourself or your ceo or your business in a

way that can provide value to that podcast's audience it's really important and they'll they'll get you one like some of the best i've had really great emails like that and i can offer this and this and this and i'm all like when can i get you on let's do it tomorrow okay so then other things is and i talked earlier at the beginning the advertising revenue that's being spent on podcast is

going up and up but it is still quite an affordable way to advertise i mean if you're going to go some of the massive podcasts yes you're going to have to be competing with bigger dollars but if you work if if you're in a niche space and maybe you're in gardening or you're you know in trades or something like that there's there's there's a podcast on pretty much everything um if the

if you've got a niche audience and so it's a smaller audience but they're a qualified audience you can potentially advertise with those podcasters for really affordable ways and you're getting to your target audience and they've done all the work so definitely look at spending some of your marketing budget it doesn't have to be a lot but just start you know a way to make sure that you're not missing out on this

audio content where people are listening you know extend your reach and get into that by advertising on podcasts find someone that's already talking to your target audience and just reach out to them and then or if you really think that you've gone through all of this you know then create your own podcast it is a really great way to build connections i would say i mean i've been working in podcasting podcasting

i've been working in marketing i finished my degree here at unisa in 2000 my it's a while ago before facebook existed so i've seen a lot of the changes and i've been around and across a number of these different things and for me podcasting is one of the most exciting i get people who send me emails and they really genuinely listened to the content like 20 minutes of content and they you

know they want to they've got extra questions about things you know they'll go from listening to my podcast to get onto instagram and talk you know tell me about something and try and connect with with guests that way it crosses over people's um platforms and it really you know it's particularly some content it really connects with them and they will reach out i get emails from around the world we've trended in

turkey i don't know why and the philippines etc so you know it's a really i don't have international audiences with my blogs but through podcasting it is a way that i can connect on a bigger scale so it's something to consider i wanted to give you two top tips as well two resources top resources um and also just so podnews.net is an incredible now james cridland we're videoing this i'm just going

to throw this in as a weird little aside for james because he's offering like if he gets if somebody recommends pod news and gets five people to sign up they get a free pod like a coaster like literally just a coaster right so um can five people here sign up james i've just you know pod news right sorry uh i create a lot of content and i will cut that into a

video and i'll send it to him i'm in marketing right surely you this is the audience that can relate yeah okay and so pod news he goes through this is a daily news thing if you're looking at podcasting considering podcasting if you want to argue podcasting within your business sign up because regardless of the coaster um honestly every he goes around and curates so james i think was originally from adelaide but

he's now in melbourne he curates all of the top podcast news so it's it's just a curated newsletter of articles but it's all of the top ones and it gives you a bit of an explanation about what's in it or why it's relevant so i just read that bit and then go i want that or that often gives you the latest stats and data so it's really useful if you're trying to

understand what's happening in podcasts or potentially get other people too so definitely podnews.net and charitable is only relevant if you have a podcast so um or if you're going to have one charitable what it does some of the analytics around podcasting are slightly challenging the different platforms like libsyn for example omni is an australian version do have good analytics and they will give you um some good data but the problem is

that all those different directories that i mentioned these your podcast is being sent out to lots of different directories and they don't all necessarily talk so there is a little bit of challenges around podcast analytics chartable provides an aggregate of some of that data and will give you better insights so if you have a podcast you should um sign up because you can get some extra data that way okay oh my

gosh i'm coming to the end so are you podcast inspired i'm just channeling some john lee dumas there did i where are the americans oh yeah are you inspired ah i even did that with my voice that's amazing okay i am going to be launching a book from podcast zero to podcast hero but it's actually going to be a book that walks you through some of the steps to launch your own

podcast we're going to have some supporting video resources um i'm writing this book now and i love it that i'm promoting it before i've finished writing it i'm a marketer but i so there's a link there so narrativemarking.com.u podcast hero i'm looking for five people who want to test the course for free so joining up and doing the book you have to sign up go on that form you have to fill

in a form a dreaded form don't put in dodgy details because you weren't getting the course um so i just so literally it will be rough and raw for those five people because we i really want people to um tell me what they don't like what works what does but if you prefer because that's going to be just an e-book with some videos if you prefer in person uh if you've loved

listening from me and you want to hear more from me oh my gosh i'm not on tinder anyway sorry scout digital where's erica i do training with the wonderful erica at scout digital training i run a full day podcasting master class it's pretty intense it's a full day and she's got expression of interest at the moment going for that so check that out too i think i got through it wow okay

that's all from me they're the dates any questions and i'm sorry i just couldn't cover everything but then what will lina do so my question was do you have a recommendation for a good length for a podcast and is it good practice to record a long podcast and then cut it into series okay so that's like probably the number one question how long should a podcast be and i was literally talking

to ryan about this earlier there is industry data around 20 minutes is a good length however really in all things if it's good content that's how long the the podcast should be i mean i listen to mike rowe he's got a podcast for people with short attention spans and it's about five or seven minutes i quite like that one um but then i as i said to ryan and i mentioned the

joe rogan show i don't know why i mentioned it because i actually don't like it but he he has done episodes that are like three and a half hours and they have millions of downloads so there isn't really a right or wrong answer about how long to be other than so long as it's good content would you listen to it you know and if you shared it with other people would they

listen to it um so editing is really important adding it down and then the final bit of your question was should you record a one really long and then cut it down i suppose that really depends on the topic um and yeah i i don't know i think that comes back to your strategy thinking about your plan what is your goal and what are your audience going to get out of it

yeah well i mean i don't know i don't have three and a half hours ever in a row so i i don't uh i don't listen to really long podcasts like probably 40 minutes or so cereal is about 50 minutes each of those episodes and i was i binged those so then yeah it depends i'm not sure that i really answered your question um just as the person who's um asking the

questions and leading the podcast um in terms of your planning do you say yours are usually about 20 minutes yeah pretty all told and obviously you edit them so who knows how long they might actually be um when they're done raw but do you kind of have a kind of a to try and keep things on track is what i'm sort of saying do you go i'm probably going to go in

i want to get x y and z out of this from the research that you've probably done on the person that you're talking to but do you allow yourself that ability to see where the conversation goes yes and how do you kind of keep things on track or is that the beauty of editing no look i try to keep things on track because chris tells me off um but sometimes you get

in the conversation and it's really hard you know because you want to maintain flow of conversation and if you're continually stopping someone from talking you're going they're going to lose their confidence in their train of thought so you have to allow conversation arc but still try and guide it yes i have a plan i do send some indications of questions i'm a bit reluctant to do this but a number of people

feel uncomfortable without it but i tell them i don't stick to questions i will this is an indication of what i'd talk want to ask you about because generally they say stuff and the conversation flows and you're like well that's gold i mean i will also know i always have key points that i want to get out and sometimes i may ask the question different the same question three different ways because

some people are harder to answer to it but i'm i'm i've already prepared i've sort of prepared an idea of what i want to try and get out from the research on that person so i'll re-ask it a few times but yes so preparation is really important and trying to manage the conversation without stopping conversation that's yes and active listening that it's a it's a real skill and like i i it's

something that i have you know dedicatedly focused on trying to improve and feel that i have you know but i've had to practice you really because you're listening to them you're thinking about your questions thinking about what they're answering evolving what you're going to ask them next you have to be in that moment interviewing requires you to be really really present any other questions that was very interesting thank you um did

you have any professional speaking experience prior or would you recommend people take courses in speaking before they start one um yes i have i trained through high school actually i studied effective communication as like an extracurricular activity because i was super cool obviously um but i mean i love talking and so my dad was like well you need to do something so i studied and then i actually went on to teach

that so yes i have had a lot of speaking practice um you i don't think you necessarily need to do that level of training but doing some courses toastmasters is a great way of getting involved and speaking it's a it is a skill i think just because everyone can talk doesn't mean we can necessarily all publicly speak or you know do you know to have interviewing skills they're things that you need

to particularly practice on so yes i would definitely recommend looking i think wea does courses as well for for public speaking but i would recommend that yes okay last question over here then hi emilia thanks for the inside insightful presentation i was scrolling through your podcast um two questions um would you do you have any favorite uh episodes that i could listen to first just to get a bit of a taste

and i'm gonna give you it's like what's your favorite child and and the second question which you kind of touched on before was how do you monetize podcasts is it like a numbers game ad space that kind of thing or is there something i'm not catching here yeah okay so how do i monetize or how does people generally monetize okay so my strategy when i started my podcast was not about monetization

it was about learning this new medium that i saw had a real space in marketing and how we were telling stories and for me so it's an extension of my business and i now get work so we provide um podcast production we assist people to create podcasts we edit podcasts and i mean we got involved with adelaide fringe like i had adelaide fringe as a client that's unreal for me i'm a

small business it's myself and chris part time we have a few other part-time consultants that we work with so really for me it's about business awareness and brand awareness we are doing some affiliate links now so the sound stripe thing is an affiliate link listeners get a discount code and then if they subscribe using our code we get a percentage back so affiliate links is a big way for podcasts but brand

advertising revenue is really increasing so at the beginning there's um generally so you there's an ad role like you can have a space at the beginning of your podcast where it's like 15 seconds or 30 seconds and if you've got a host the host will potentially read it or it could be a pre-recorded ad so it's pretty much like radio advertising there's a lot in the podcasting industry that's crossed over from

radio because they're both audio um so yeah you can have paid advertising spots you can have a mid-roll but they're not as popular anymore people don't love the mid role but still plenty of podcast still do and an end role ad so you've got spaces in the podcast where you can advertise and then some of the other links so the call to action so you can have advertisers can place their links

in your show notes so if you talk about them so it's a bit of internal product placement and then you can link to their website so they can do that as well it's becoming more sophisticated because as the dollars that people are spending on advertising in podcasts there are now becoming more um providers to help you so you can have dynamic ads in podcasts now as well so that means because podcasts

are like they're um an ongoing um evergreen content so they're always there so you know you can you're looking through my catalogue of podcasts and there's hundreds of you know nearly 150 of them so there's lots and they will be there forever what can happen now is somebody can place an ad in but you know that's that's the original podcast was three years ago they've changed their ad so that ad space

is now dynamic and they can put in a new ad and change it over so there's this ongoing rolling revenue opportunity so there's it's becoming more and more easy to add revenue from podcasts because they're becoming more popular and that will just continue awesome thanks very much amelia thank you spoken of our appreciation maybe when you're feeling a bit better um so subtle sponsor plug segway um our sponsor scout social who's

not paying any attention whatsoever so that's awesome time for a plug we're talking about erica um scout have a really good south australian podcast that you can jump on and subscribe to uh and you also are one of those people that use audio