Very similar to blogs, podcasts began out kind of with a big group of hobbyists who wished to speak about their pursuits. Ultimately, additionally like running a blog, podcasting took on a lifetime of its personal and established itself as a viable new medium.
Lately, the podcasting panorama is strong and attention-grabbing for hundreds of thousands of listeners, together with writers. You could have already got just a few favourite writing podcasts, and if that’s the case, you perceive the attraction of this usually informal, conversational format.
Podcasts aren’t simply nice on your listening pleasure, although — they may make a precious addition to your individual advertising efforts. Simply suppose: many podcast audiences are already filled with your superb shoppers and clients.
As a author, you should use podcasts as a brand new avenue to achieve your finest markets in ways in which elevate your profile and construct rapport…and that’s good for enterprise!
When you’ve ever thought of beginning your individual podcast however you weren’t certain if it was the appropriate transfer or the way you’d pull it off, this submit is for you. I’ll present you the best way to use your individual podcast as a advertising instrument, go over just a few methods and approaches, and present you the best way to make podcasts give you the results you want whether or not you write for others or for your self.
Methods to know if podcasting is best for you
I hang around with a variety of entrepreneurs, and as a lot as I really like them, I’ve realized to watch out with them as a result of they actually dig hype. Many would let you know that if you happen to’re any form of service supplier or a artistic skilled (*ahem* writers and authors), you should have a podcast.
I don’t utterly agree, however I do suppose there are a variety of us on this writerly world who may gain advantage from doing a podcast.
Podcasting may be best for you if:
Studying a brand new expertise is comparatively simple for you (that means, it gained’t take you 4 months simply to determine the best way to do primary audio modifying)
You aren’t a perfectionist and also you’re pleased with the much less formal really feel of a podcast
You’re clear in your meant outcomes for the podcast
You will have a while to dedicate to publishing repeatedly, whether or not that’s twice per week or twice a month
You recognize the viewers you wish to attain, whether or not it’s the kind of area of interest shopper you serve or one of the best readers of your books
As a busy author, I’m cautious earlier than committing to something that takes up a bit of time and psychological power. After fascinated by podcasting for a number of years, I lastly felt just like the time was proper to launch one earlier this yr.
As a result of I had a secure shopper load, I felt freer to do issues with my very own title hooked up (after spending almost a decade largely ghostwriting). I additionally determined to make use of a format that might be simple and environment friendly to supply, which meant my present wouldn’t take up an excessive amount of time to plan and report.
Selecting your viewers: A very powerful step
If you’re contemplating a podcast concept, there are two potential audiences you may attain: the viewers of people that do what you do, and the viewers of your potential shoppers or clients. There could also be some overlap, however typically these might be two distinct teams of individuals.
I’d advise you to decide on one of those teams on your present, as a result of it’s rather a lot simpler to create content material for one particular viewers than it’s to attempt to stability two completely different ones. You’ll be able to all the time make a second podcast if you happen to love the medium.
As a contract author, the principle profit to selecting your superb shoppers as an viewers is that you just’ll be creating content material that may profit them, whereas additionally setting your self up because the go-to professional. In case your area of interest is e mail advertising for small companies, your podcast may cowl all types of e mail advertising matters that these small enterprise house owners have to know.
What you’re doing is educating your potential shoppers on the significance of the service you present. After they’re prepared to maneuver ahead with e mail advertising, you’ll more than likely be the primary supplier they contact.
As an writer or artistic author, take into consideration what your readers would possibly get pleasure from listening to from you. It could possibly be e book critiques or attention-grabbing interviews with different authors in your style. You can additionally use the podcast as a spot to debate your ideas in your style, or to share poems and shorter items you like however haven’t printed elsewhere.
One other enjoyable concept may be to do your podcast in “seasons” with every season documenting the method of planning, drafting, modifying, and even launching your subsequent piece. Take into consideration what your readers would possibly get pleasure from most. After they discover your present, they’ll turn out to be extra hooked up to you, extra conscious of your work, and extra seemingly to purchase when you could have a brand new publication.
Methods to construction your present
Typically talking, your podcasts might be one in every of two codecs: you, speaking into the mic and sharing your content material; otherwise you interviewing another person. Some reveals might be largely one format with an occasional episode accomplished the opposite approach.
Your “speaking head” podcasts could be scripted or unscripted, and I’ve heard nice podcasts in each kinds. I usually desire any such podcast myself, as a result of there tends to be one key message or level and the standard is constant.
For my very own podcast, I script some episodes, however I’ve discovered that I desire simply to work up just a few speaking factors for every episode. That is simpler and extra environment friendly, as a result of I don’t should take the time to draft all of the copy and I’m capable of “go off script” after I consider new factors to make as I’m recording. One other profit to going unscripted is that it takes rather a lot much less time to edit; I don’t appropriate myself after I’m talking off the cuff, however after I’m studying there are many flubs and re-starts to edit out.
When you resolve to go for it, anticipate to make some changes alongside the way in which. It’s okay to vary instructions! That is your present, and it is sensible to do what works finest for you, even when it takes you just a few episodes to work out the kinks.
Why this format works for lead era: I selected to focus on up-and-coming writers as my viewers, realizing that having a podcast would additionally elevate my profile and lend credibility to my pitches conversations with prospects. My podcast may be very younger and it launched with nearly no fanfare, nevertheless it’s already helped me land some high-end shopper work.
Whereas they aren’t my private desire, interview reveals could be actually highly effective as a advertising instrument if you happen to’re strategic in the way you set the present up. A method to do that is to interview colleagues and (presumably) previous shoppers and/or editors about matters associated to the work you do.
For instance, ghostwriter Derek Lewis is a ghostwriter specializing in enterprise books. On his podcast, he interviews “authors, enterprise leaders, and publishing business consultants about what it takes to efficiently write, publish, and market a enterprise e book.” Most of the folks he interviews are previous shoppers, and there’s a transparent tie-in between the interviews and the service Lewis provides.
Why this format works for lead era: Anybody who’s keen on writing or leveraging a enterprise e book may gain advantage from this podcast, together with Lewis’s superb shoppers… who then rent Lewis to put in writing their books. He’s clearly the professional, and his shopper interviews function highly effective social proof.
Not prepared on your podcast but, however curious?
If you wish to see how a lot a terrific podcast may do on your writing however you aren’t able to decide to your individual present but, begin pitching to seem on different podcasts. You’ll nonetheless get a really feel for a way podcasting works and begin benefiting from the continuing content material advertising and web optimization juice baked into podcasting.
Search for reveals which can be geared towards your superb shopper and pitch to seem on them. (I typically see calls in numerous Fb teams for brand spanking new podcast company, and that’s a straightforward option to land spots.) In different phrases, don’t look only for writing reveals; search for the sorts of reveals your shoppers would take heed to, after which attempt to get on these reveals.
For instance, if you wish to write for actual property brokers, search for podcasts that discuss advertising and lead gen for realtors, after which pitch your self as a visitor to debate content material advertising and the way it brings in purchaser and itemizing leads.
Your purpose is to talk authoritatively about the advantages and worth of the service you present, whereas making it recognized that that is one thing that may be outsourced to somebody such as you. You’ll be arrange as an professional and you then’ve had an opportunity to get in entrance of that viewers and successfully promote your companies with out ever saying “Hey, come rent me!”
One other instance: If you wish to promote extra books, search for podcasts associated to the issues your superb readers would hunt down. This would possibly imply you’re searching for reveals that do writer interviews, reveals that help folks in your area of interest, and even reveals for writers in your particular style.
The purpose for you may be to share what makes your work distinctive and enticing, construct your e mail checklist, and even do straight promotion of your newest piece. Individuals who get pleasure from studying your style will have the ability to uncover you after which turn out to be new readers of yours.
Do you have to podcast?
Podcasting often is the “it factor” proper now, nevertheless it’s additionally been round so long as — if not longer than — blogs, which suggests to me that it’s not going wherever. As a very good marketer, you’d do properly for your self to faucet into this extremely engaged supply of leads, nevertheless it suits into what you are promoting!
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