Very like blogs, podcasts began out roughly with a big group of hobbyists who needed 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.
As of late, the podcasting panorama is strong and attention-grabbing for hundreds of thousands of listeners, together with writers. You could have already got a number of favourite writing podcasts, and if that’s the case, you perceive the attraction of this usually informal, conversational format.
Podcasts aren’t simply nice to your listening pleasure, although — they might make a useful addition to your individual advertising efforts. Simply assume: many podcast audiences are already stuffed with your perfect purchasers and prospects.
As a author, you should utilize podcasts as a brand new avenue to succeed in your greatest markets in ways in which elevate your profile and construct rapport…and that’s good for enterprise!
In case you’ve ever thought of beginning your individual podcast however you weren’t positive if it was the suitable transfer or the way you’d pull it off, this publish is for you. I’ll present you use your individual podcast as a advertising instrument, go over a number of methods and approaches, and present you make podcasts be just right for you whether or not you write for others or for your self.
The best way to know if podcasting is best for you
I hang around with a whole lot of entrepreneurs, and as a lot as I really like them, I’ve discovered to watch out with them as a result of they actually dig hype. Many would inform you that in the event you’re any form of service supplier or a inventive skilled (*ahem* writers and authors), you should have a podcast.
I don’t utterly agree, however I do assume there are a whole lot of us on this writerly world who may gain advantage from doing a podcast.
Podcasting is perhaps best for you if:
Studying a brand new expertise is comparatively straightforward for you (which means, it received’t take you 4 months simply to determine do fundamental audio modifying)
You aren’t a perfectionist and also you’re comfortable with the much less formal really feel of a podcast
You’re clear in your supposed outcomes for the podcast
You may have a while to dedicate to publishing usually, whether or not that’s twice every week or twice a month
You recognize the viewers you need to attain, whether or not it’s the kind of area of interest consumer you serve or the most effective readers of your books
As a busy author, I’m cautious earlier than committing to something that takes up a piece of time and psychological vitality. After desirous about 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 steady consumer load, I felt freer to do issues with my very own identify connected (after spending almost a decade largely ghostwriting). I additionally determined to make use of a format that may be straightforward and environment friendly to provide, which meant my present wouldn’t take up an excessive amount of time to plan and document.
Selecting your viewers: A very powerful step
Whenever 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 purchasers or prospects. There could also be some overlap, however typically these will likely be two distinct teams of individuals.
I’d advise you to decide on one of those teams to your present, as a result of it’s lots simpler to create content material for one particular viewers than it’s to attempt to stability two totally different ones. You possibly can at all times make a second podcast in the event you love the medium.
As a contract author, the principle profit to selecting your perfect purchasers 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 knowledgeable. In case your area of interest is e-mail advertising for small companies, your podcast may cowl every kind of e-mail advertising subjects that these small enterprise homeowners must know.
What you’re doing is educating your potential purchasers on the significance of the service you present. After they’re prepared to maneuver ahead with e-mail advertising, you’ll probably be the primary supplier they contact.
As an creator or inventive author, take into consideration what your readers would possibly take pleasure in listening to from you. It might be e book critiques or attention-grabbing interviews with different authors in your style. You could possibly additionally use the podcast as a spot to debate your ideas in your style, or to share poems and shorter items you’re keen on however haven’t revealed elsewhere.
One other enjoyable concept is perhaps 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 take pleasure in most. After they discover your present, they’ll change into extra connected to you, extra conscious of your work, and extra seemingly to purchase when you’ve got a brand new publication.
The best way to construction your present
Typically talking, your podcasts will likely be one among two codecs: you, speaking into the mic and sharing your content material; otherwise you interviewing another person. Some reveals will likely be largely one format with an occasional episode finished the opposite means.
Your “speaking head” podcasts may be scripted or unscripted, and I’ve heard nice podcasts in each types. I usually choose this sort of 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 choose simply to work up a number of 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 lots 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.
In case you determine to go for it, count on to make some changes alongside the best way. It’s okay to alter instructions! That is your present, and it is sensible to do what works greatest for you, even when it takes you a number of episodes to work out the kinks.
Why this format works for lead technology: I selected to focus on up-and-coming writers as my viewers, figuring out 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, however it’s already helped me land some high-end consumer work.
Whereas they aren’t my private desire, interview reveals may be actually highly effective as a advertising instrument in the event you’re strategic in the way you set the present up. A method to do that is to interview colleagues and (probably) previous purchasers and/or editors about subjects 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 purchasers, and there’s a transparent tie-in between the interviews and the service Lewis presents.
Why this format works for lead technology: Anybody who’s concerned about writing or leveraging a enterprise e book may gain advantage from this podcast, together with Lewis’s perfect purchasers… who then rent Lewis to write down their books. He’s clearly the knowledgeable, and his consumer interviews function highly effective social proof.
Not prepared to your podcast but, however curious?
If you wish to see how a lot a fantastic podcast may do to 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 the way podcasting works and begin benefiting from the continued content material advertising and search engine optimisation juice baked into podcasting.
Search for reveals which might be geared towards your perfect consumer and pitch to seem on them. (I usually see calls in numerous Fb teams for brand new podcast friends, and that’s a simple technique to land spots.) In different phrases, don’t look only for writing reveals; search for the sorts of reveals your purchasers 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 speak about 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 knowledgeable 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 perfect readers would search out. This would possibly imply you’re in search of reveals that do creator interviews, reveals that help folks in your area of interest, and even reveals for writers in your particular style.
The purpose for you is perhaps to share what makes your work distinctive and engaging, construct your e-mail listing, and even do straight promotion of your newest piece. Individuals who take pleasure in studying your style will be capable to uncover you after which change into new readers of yours.
Do you have to podcast?
Podcasting could be the “it factor” proper now, however it’s additionally been round so long as — if not longer than — blogs, which suggests to me that it’s not going anyplace. As marketer, you’d do nicely for your self to faucet into this extremely engaged supply of leads, nevertheless it suits into your small business!
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