Episode 103: Should Your Business Consider Podcasting? with Mathew Passy of PodToPod
Monday 07 May 2018
Podcasting is growing and there's a lot of news about podcasts becoming first class citizens in Google search and radio networks buying up podcast players. Should your business get in on the podcasting action? Will podcasts be something your customers want, or just a burden on your marketing department. Chase Raz interviews Mathew Passy, The Podcast Consultant, from PodToPod to help you determine whether podcasting is right for your busienss.
Episode Show Notes
- Welcome and Introduction
- Mathew Passy, a.k.a. The Podcast Consultant
- Should a business consider podcasting?
- Consistency is key!
- Podcasting requires marketing
- Podcasting in the mainstream
- Social media and podcasting
- Capturing attention and delivering promises
- How to begin podcasting
Mathew Passy didn't set out to be "The Podcast Consultant". Instead, he focused on the radio broadcast industry. After suffering the negative impacts of radio not keeping up as a business model, Mathew decided to jump ship. While trying to reposition himself as a corporate media manager, he found himself slowly becoming associated with podcasting: from consulting to editing. At first, he moonlighted in podcast creation for clients at night, but now it's his day job… despite also spilling into the night quite frequently.
Mathew Passy suggested that anyone looking to get into podcast editing could get in touch with him. Visit thepodcastconsultant.com for contact information.
Should a business consider podcasting?
Mathew described that all businesses should at least consider podcasting, but not all businesses should follow through and actually podcast. The primary motivation, he suggests, should be storytelling. What is the story or narrative that you and your business is looking to put in front of your customers or audiences? In addition to storytelling, networking may be viewed as an excellent motivation for running a podcast. If you were to pick up the phone and ask to speak to someone at the top of your industry for an hour, they'd likely say no, but if you offer to interview them and record their message for others to hear, a "yes" is more likely.
Consistency is key!
One key to podcasting, or any type of content marketing, that Mathew suggests is consistency. If a customer or audience member sees that a company can't consistently commit to updating their content channels, it may raise a red flag for the customer. The customer will begin to wonder if the inconsistent business is that way in their operations--such as your account--in addition to their marketing.
Podcasting requires marketing
There are those in the podcasting business who are selling it as a quick way to gain exposure and make money, but Mathew cautions against this way of thinking and explains that podcasting isn't as easy as it may sound. He states that podcasts, while excellent marketing tools, require their own marketing efforts in order to work fully and reach audiences. The idea of making millions of dollars or "build it and they will come" is not accurate for any type of content marketing. The people making money with their podcasts have been doing it for a very long time.
Podcasting in the mainstream
Chase then brings up a question for Mathew about podcasting's current state of being dominated by comedians, radio personalities, and get-rich-quick schemes. Mathew agrees but only in a limited fashion and explains that comedians and radio personalities are very good storytellers and this describes their success, but there are very successful niche content podcasters. The key to success is being a "master of spoken language" according to Mathew. Even introverts can be successful even though storytelling and community-building is generally thought to be only for extraverts. It is suggested that an introvert can utilize a motivation of pure curiosity to explore a topic instead of storytelling and be just as successful at podcasting as an extravert.
Social media and podcasting
Mathew and Chase then discuss how social media isn't necessarily the best way to drive podcast listenership. Social media isn't very conducive to long-form audio, and social media can be leveraged with small audio clips to keep people engaged or attract new audiences, but the conversion from social media viewer to podcast listener is nowhere as direct as many podcasters would like. Audio is not a high priority for social media viewers. Social media is best for promoting the brand and engaging with audiences.
Capturing attention and delivering promises
A brief detour is made to address the differing opinions that Mathew and Chase have regarding tease headlines and click-bait. Mathew defines a very clear difference between the two and suggests that following through with any promises your headlines make is the fine-line difference between a tease and click-bait. This tangent evolves into a deeper conversation about content quality and its importance in podcasting. Podcasts must provide value to the listener or face turning listeners off from not only the individual podcast, but potentially the medium in general. The key is to deliver on a promise that you've made and that people want.
How to begin podcasting
Episode 103 of Multinewmedia concludes with Mathew Passy and Chase Raz discussing some of the more practical steps that can be taken to begin podcasting. They discuss the different platforms that will host podcasts, such as Libsyn, Blubrry, and Spreaker. These companies specialize in podcast hosting and often significantly outperform the use of traditional website hosting. Telecommunications software like Skype is suggested. Cost factors are addressed by indicating that your phone or laptop microphone is likely good enough to get started, and Audacity is available cross-platform as a free audio editor. The ultimate bottom line is that podcasting is actually a lot of work and you must be able to invest the time, money, and energy or your podcast is likely to not gain any level of success.