A podcast is a digital audio or video program that is made available for streaming or download over the internet. It is typically episodic in nature, with new episodes released on a regular basis, such as weekly or monthly. Podcasts cover a wide range of topics, including news, entertainment, education, storytelling, interviews, and more. Key features of podcasts: Subscription-based: Listeners can subscribe to podcasts through various platforms, such as Apple Podcasts, Spotify, Google Podcasts, and others. Subscribing to a podcast allows listeners to automatically receive new episodes as they are released. On-demand content: Unlike traditional radio or television programs, podcasts offer on-demand access to content, allowing listeners to choose when and where they want to listen. This flexibility enables listeners to consume podcasts at their own convenience, whether it's during their daily commute, workout, or downtime. Diverse formats: Podcasts come in various formats, including solo monologues, interviews, panel discussions, storytelling, documentaries, and more. This diversity of formats allows podcast creators to explore different styles and approaches to storytelling and content delivery. Accessibility: Podcasts are accessible to anyone with an internet connection and a compatible device, such as a smartphone, tablet, computer, or smart speaker. Listeners can stream podcasts directly from podcasting platforms or download episodes for offline listening. Global reach: Podcasts have a global audience, allowing creators to reach listeners from around the world. With millions of podcasts available on a wide range of topics, listeners have access to a wealth of content catering to their interests and preferences. Overall, podcasts offer a convenient and engaging way for listeners to discover, consume, and share audio and video content on a wide range of topics. Whether it's learning something new, staying informed, or being entertained, podcasts provide a unique platform for creators to connect with audiences and share their stories, ideas, and perspectives.

1. THE PODCAST
ADVANTAGE
Greg DeShields
Something To Say

2. THE
PODCAST
ADVANTAG
E
OVERVIEW
• What’s a Podcast?
• Creating a Podcast (3 Steps)
• The Concept
• The Research
• The Equipment
• Project Management
• Marketing a Podcast
• Partnerships & Collaborations
• Conclusion

3. WHAT’S A PODCAST?

4. Podcast 101
“Internet Radio” On Demand
A series of spoken audio
episodes often focused on a
particular topic or theme
Podcasts are unique due to a
casting ability, which allows it
to deliver itself to multiple
distribution points at one time
(RSS feed)
THE PODCAST
ADVANTAGE

5. History of Podcasting
The first RSS
speculation is
created by Dan
Libby and
Rananathan
Guha
Liberated
Syndication launces
as first podcast
service provider
Apple iTunes 4.9 Update
is released with podcast
directory
George W. Bush is 1st
president to have
weekly address
delivered as podcast
1999 2005
29% of
Americans have
listened to a
Podcast
Apple
Announces 1
Billion podcast
subscribers
2013 2018
2012
44% of
Americans are
listening to
Podcasts
THE PODCAST ADVANTAGE

6. 2018 Podcast Statistics
73 Million people listened to a Podcast in the last month
48 Million people listened to a Podcast in the last week
Avid listeners average 7 Podcasts per week
30% are ages 12-24
32% are ages 25-54
13% are 55+
69% listen to Podcasts on
their smart phone vs.
computer
Source: The Infinite Dial 2018
THE PODCAST ADVANTAGE

7. CREATING A PODCAST
3 STEPS

8. Step 1: The Concept
The Initial Idea
• The podcast topic should be broad enough to allow GROWTH, DEVELOPMENT, and
MULTIPLE SEASONS.
• Ensure that the topic is something that you, the creator, is PASSIONATE about.
THE PODCAST ADVANTAGE

9. Step 2: The Research
WHAT: Determine Messaging, Topics & Potential Guests
WHO: Determine Audience Demographics and
Research their podcast behaviors
WHERE: Which Podcast Players Will You Leverage?
WHEN: Determine Episode Length and Podcast Frequency
Map Out 1 Full Season
THE PODCAST ADVANTAGE

10. Step 3: The Equipment
• Scripts Guests/Topics
• *Production
• Recording Device
• Microphones
• Editing Tools
• Streaming Tools
What you’ll need:
THE PODCAST ADVANTAGE

11. PROJECT MANAGEMENT

12. Project Management
PLAN AHEAD
Have a 1 month lead on
your podcast series.
Send it
out!
Send Final
Podcast to
Guest
Send to
Post-
Production /
Edit Podcast
Host
Interview
Send
questions/
topics
Secure
Guests /
Schedule
Interview
Map out
Topics and
Guests
Design
your
Podcast
QUIET SPACE
Securing a sound-proof area
to host your entire podcast
series will make scheduling
simpler.
LAST MINUTE EDITS
Having your guest approve the
final podcast edit will help avoid
last minute issues.
KEEP IT SHORT
The sweet spot is 30–45
minutes. It's short enough
during a commute.
THE PODCAST ADVANTAGE

13. MARKETING A PODCAST

14. The Essentials
• Create a Podcast Logo
• Finalize Streaming Service
• Design & Finalize Announcement E-mail
• SHARE!
THE PODCAST
ADVANTAGE

15. Distribution Channels
THE PODCAST
ADVANTAGE

16. Social Media Promotion
THE PODCAST
ADVANTAGE

17. The Business Case
• Barrier to entry is low
• Present large amounts of content in a short amount of time
• Listeners are engaged
• 80% of Podcast Listeners listen to all or most of each episode (Podcast Insights)
• Podcasts are effective
• Podcast Listeners have a higher spending power (2017 Neilsen)
• 65% of Listeners are likely to buy a product after hearing an Ad in a podcast (Interactive
Advertising Bureau and Edison Research)
• Creating new opportunities
• Great for Social Media engagement
THE PODCAST ADVANTAGE

18. PARTNERSHIPS &
COLLABORATIONS

19. Don’t Reinvent The Wheel
• Strategic Partnerships are key
• Connect to established podcasts with similar audiences and
objectives
• Collaborate with local businesses whose target audiences can
benefit from listening to your podcast
THE PODCAST ADVANTAGE

20. CONCLUSION

21. TIPS & TRICKS
Have a standard e-mail to
send to all Podcast guests
Send questions and general
podcast tips to guests 1
week in advance for their
personal preparation
(especially if it’s their
first time!)
Keep it short – most
listeners prefer less than
16 minutes per interview
Create a welcoming
environment for your
interview—guests must feel
comfortable
Don’t worry about coughing
sneezing, etc.—this can be
edited later
Allow 2 WEEKS for post-
production & 1 WEEK for
guest approval
THE PODCAST
ADVANTAGE