Many people were asking me questions regarding the process OpenView Venture Partner uses for our creation of podcasts (you can hear our podcasts on the OpenView Labs homepage). In order to present the very best information possible, I thought it would be a good idea to take a look into our process and share our knowledge with companies or people interested in beginning a podcasting program. Obviously, you can develop a podcasting program many ways; however, this is just one option–that said, this option allowed a complete novice like me to become a podcasting pro in a matter of months.
Step One: Is this the right channel for me?
Joe Pulizzi always implores those who are exploring content marketing channels to understand that not every channel works for every audience. Before you dive into the world of podcasting, consider if the channel represents your content well. Is your target tech savvy? Are they active seekers of educational information through alternate channels? If the answers to any of these questions is “no”, podcasting may not be a good fit for your online marketing strategy. You can utilize more traditional methods to reach your target more effectively. However, if you answered “yes”, keep reading for tips on how to get started!
Step Two: What information is your target seeking?
Your content marketing materials should speak to a pain point of your target audience. In other words, your podcasts shouldn’t focus solely on the greatness of your product or services, but on providing ideas and information that addresses your audience’s concerns and helps them make good decisions. How do you figure out the pain points of your audience? Find them online on blogs or forums and evaluate the discussion topics–this is the greatest way to obtain insight into their pain points and needs. Once you do that, you can develop an editorial calendar around approaching these points. Work with industry experts and special guests to make your rotation more robust–you would be surprised by how many people are pleased to assist you!
Step Three: What equipment do I need?
As I mentioned earlier, I am by no means an expert on all things podcasting, but I do know what has worked well for us. Here is a listing of equipment we are currently using to get our podcasts recorded, edited and distributed:
- Yeti Microphones – Ridiculously easy to set up and use, economical–and quite possibly the cutest packaging you ever saw!
- Heil PR 40 – We also utilize the Heil PR40. This is a more refined setup, but it does an amazing job of isolating only the voice recording and reducing nearly all background noise. Again, simple to use, especially when paired with the product below!
- M-Audio Fast Track Ultra – It appears far scarier than it is–I guarantee! You can input audio from a range of sources at once and alter input levels on this easy to use device.
- Garage Band – Garage Band seems daunting at first, but like most Apple products, it is very intuitive and effortless to understand. This program will allow you to quickly edit your podcasts, insert intro music, edit audio levels and effects, etc. This program comes standard on Macs and I really don’t see a real advantage to using a more superior tool like Final Cut for your podcasts.
- iTunes – I love exporting my podcasts to iTunes for a number of reasons: First, you instantaneously have an mp3 file; second, you develop a library of finished podcasts right in iTunes; and third, you can publish your podcasts via the iTunes store, which is a beneficial option once you nail down a good process.
As I create this series, I will take you step by step through the course of action and also reveal suggestions I discover through my content marketing strategy encounters in the world of podcasting. Stay tuned for more!
What are your biggest podcasting questions/concerns/headaches?
Corey O’Loughlin is a Marketing Analyst at OpenView Labs and is responsible for marketing initiatives for both OpenView as well as the portfolio companies.