Podcasts are an excellent way to share your latest findings and juiciest developments in a medium that's engaging, fun, and portable. If you're thinking about podcasting, here's an insider's peek at the creation of the Reach Group podcast series—"The Connected Generation"—complete with professional tips from our talented audio team.
It all started when we learned that our new MacBooks (we have the exact same computer—talk about thinking alike!) were capable of creating podcasts. Excited to dive in, we fired up the Garage Band software during a writing retreat and started talking.
The dialogue was strong, but thanks to the hardwood floors in our office, it sounded like we were in a tunnel. There was also the occasional "ping" of an incoming email and a general lack of structure. We realized that our recordings had promise, but we weren't sure where to go with the endeavor. We needed some guidance. We needed a plan. We found it in Pushplay Productions (www.pushplaypro.com).
Jayson Bosteder, the owner of Pushplay, had directed and produced Lisa's videos for our speaking division, so we already knew that he and his team were skilled at creating podcasts, videos, and viral media. We were ready to get started.
Inside the Reach Group Podcast Process
Step 1: Format
We played our pilot podcast for Jayson and Meg Weber (a key Pushplay team member), and they used this initial effort to help us plan the first series. They asked us a set of questions to determine the best format, and we quickly reached some conclusions.
Ideally, we wanted the podcast to be a dialogue between us. However, because we live in different countries and wanted to avoid delays, we opted to create the first series with Lisa as the sole host.
Pushplay tip: We debated whether a single person talking is as interesting as two people in conversation. We concluded that for this series Reach Group had enough information from its research that Lisa could provide stories and insider secrets to make the podcasts both constructive and compelling. This approach allowed us to create short, power-packed segments and enabled us to start right away. Trying to get Lisa and Cheri into the studio together and overcoming the quality issues of phone conversations would be left for the next series.
In this initial planning stage, it's important to assess your talent, schedules, options, and audience. There are many podcast formats that can work, including some of our favorites: Host, Humor, Behind the Scenes, and Confessional.
Step 2: Topic Outline and Scope
Next, we discussed the possible content for the first series, and Meg created a detailed schedule from our topics. The series introduces the connected generation, the changes in the marketplace, and reveals the secrets of top companies that are harnessing the 10 cravings to create compelling brands for savvy, connected consumers.
Lisa always wants to teach her latest findings, and with the upcoming launch of our new publishing division the team is rife with new insights. Pushplay wisely encouraged us to focus the first podcast on our recent book, Mind Your X's and Y's, before we take the podcast in bold new directions.
Pushplay tip: You may be moving on to new content, but your brand community is still discovering your existing info. We encourage our clients to lay a foundation by making the first series a deep dive into signature information. We helped Lisa create value for her listeners by providing a good blend of foundational insights from the book, with new stories and case studies that would make the podcast attractive for anyone who was new to the content but still engaging those who had already read the book.
Step 3: Intros, Music, Conclusions, and Lessons/Tip Format
Meg then collaborated with Lisa to create introductory copy, several different concluding sections, and sponsor tags. Working with Pushplay's in-house composer gave us a lot of options for intro music that captures the feel of our podcast.
Pushplay tip: We decided to produce each of the book's 10 cravings as a full-episode lesson. Then, over the next two weeks, Lisa shares two shorter podcasts that contain application tips. In this style, the podcast offers listeners quick, fresh information that they can put into practice right away. It also keeps the audience engaged and learning.
Music is another key part of any podcast series. Crafting a signature sound for your podcast can add more recognition and familiarity to your brand than most people expect.
Step 4: Recording Studio and Production Schedule
Although our MacBooks were capable of recording the podcasts, we opted for a studio session, because it better reflected our standards. Next up? A marathon day of recording. Working from a topic outline sheet and case study examples as cue cards, Lisa began presenting the podcast topics. Meg had done the prep work and had a clipboard checklist with all the key recordings (including intros and conclusions) that were necessary for each podcast. She had also typed out and doubled-spaced key phrases and paragraphs that Lisa would read conversationally—making the most of the studio time and keeping the recording highly organized.
Pushplay tip: Lisa travels frequently and is difficult to book on a regular basis. So, we aimed to record the entire series in a concentrated session. Lisa is a great talker and is very comfortable with her material. Not everyone can record for five hours and complete 30 podcasts in a single session, but she did a terrific job.
It's important to set a pace that works for your talent and your schedule. We recommend staying ahead of your release schedule by at least a month for the sake of consistency and to avoid unnecessary stress. In addition, it's critical to stay organized in the studio sessions and make sure you capture all the necessary information.
Step 5: Recording, Feedback, and Course Correction
The recording began. Yikes! Lisa sounded like she was talking to a room of 300 people. She's used to speaking for large crowds, so her delivery was a bit overwhelming and distant for the podcast medium.
Meg encouraged Lisa to change her frame of reference and picture herself talking to only one person in the room—like a lively discussion over coffee. Ah, much better. Her tone quality changed, and while she was still energetic the delivery sounds far more intimate and personal.
After about 45 minutes, Lisa hit her stride. Most of the 10-minute segments required only one take, with a few re-recordings for the editing room—to cover any mistakes.
Pushplay tip: Although it can be nerve-racking to get too much feedback during a session, some well-placed guidance can make a huge difference. We kept input to a minimum, but gave Lisa positive feedback whenever a particular approach or voice quality was really working.
It's important to coach, but not micro-manage, so the person feels comfortable and develops his or her own style. It can take a while to warm up, but once you get in the zone attempt to capture several shows in one shot. This can save tons of time later. There's no rule that you have to match your recording schedule with your release schedule.
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Ready for more? Watch for part two of this series and get the inside scoop on editing, Web site prep, marketing, and more To hear the Reach Group podcast, click on the link from www.reachgroupconsulting.com, or visit iTunes.com and enter the keyword "Connected Generation."
Podcast Tutorial
If you're new to the podcast world, the following tips will get you started with this fun and flexible medium:
- Search: Visit of the podcast directories listed below and search for a podcast on a topic that interests you.
- Listen: Once you've identified an interesting podcast, click on the link (or "play" or "listen" button where applicable) to hear it. The podcast should automatically play in the default media player on your computer.
- Subscribe: If you found a podcast that really perks your ears, you can subscribe and receive the newest episodes as soon as they're available. To subscribe, however, you will first need to download music/podcast software such as Apple's iTunes or Yahoo Music Engine. The above sites have links to the various free software downloads.
- Download: If you want a copy of a podcast episode but don't want to subscribe to the entire series, you can just download the episode (usually by clicking a "Get" or "Download" button) and save it to your hard disk.
- Synch: To listen to a podcast on your iPod or other digital media player, just download or subscribe to a podcast and use your music software (such as Apple's iTunes) to transfer it to your iPod or other digital media player.
- iTunes Overview: Apple's iTunes Music Store has a large and highly organized podcast directory. Using iTunes, you can find podcasts, subscribe to them for free, get new episodes when they're released, and listen at your convenience.
To access the store, you need to download the free iTunes Music Software (www.apple.com/itunes/download/), which is compatible with both PCs and Macs.
