A primer on how to turn your voice into a brand through podcasting. + What is podcasting? + Why is podcasting such a powerful marketing tool? + How can I create my first podcast? + How can I publish my podcast? Delivered at the San Antonio Online Marketing Meetup on April 30, 2015

1. Podcasting 101
Turning Your Voice Into A Brand

2. @Palumbo
p@lumbo.me
Joseph Palumbo
josephpalumbo.com

3. PENCILS DOWN

4. ➡What is podcasting
➡Why is podcasting such an
effective marketing tool
➡How to create your first podcast
➡How to publish your podcast

5. “Why should I listen to
this guy?”- Every Smart Audience

16. Lessons Learned

17. What is
podcasting?

18. Who has listened
to a podcast?

19. Podcasting is…

20. Internet
Radio?

21. Audio Blog
Posts?

22. Highly Indexable
On-Demand
Easily Consumable

23. Podcasts can be
consumed
actively or passively

24. Passive Content
Active Learning

25. Gaining in popularity

26. 163% increase
between 2006 to 2012
*Edison Research via Forbes Magazine

27. 49% of Americans
know about podcasts

28. 43% of 2.6B downloads
were from mobile
devices

30. So why is podcasting
such an effective
marketing tool?

31. People like to be
entertained

32. Your expertise
becomes
your listeners
ENTERTAINMENT

33. Storytelling is a powerful
way to communicate your
value prop

34. People like to learn more
than they like to be taught

35. Cult of Personality

36. People who do it well…

45. Even big companies
do it…

47. The Rackspace
ProdCast

49. Creating your first
podcast…
…Planning

50. Picking a show
topic

51. Old Logic:
Be an expert

52. New Logic:
Become an expert

53. Don’t make a living on what you already know.
Making a living on what you can learn.

55. Simple
Find the core idea

56. Unexpected
Grab people’s attention by
surprising them

57. Concrete
Make sure an idea can be
grasped and remembered

58. Credible
Make it believable

59. Emotional
Help people see/feel the
importance

60. Stories
Empower people to use an
idea through narrative

62. Show Format
- Monologue
- Interview
- Panel

63. Show Scope
- Specific Topic
- Temporal

64. Show Style
- Scripted vs. Extemporaneous
- Produced vs. Raw
- Formal vs. Casual

65. You should be able to
list 10 episodes

66. Creating your first
podcast…
…Gear

67. Quality Matters

72. Quality Matters…
…but don’t let it stop you

73. Hardware
Microphones

74. Whatever your budget
spend the majority of it
on your microphone(s)

75. Condenser vs. Dynamic

76. Condenser Microphones
• Less expensive
• More “live” than “studio”
• Pick up a lot of ambient noise
Dynamic Microphones
• More expensive
• Tighter “studio” sound
• Small recording range
• Require more gain (pre-amp)
Yeti Blue
USB Connection
$120
Shure SM7B
XLR Connection
$350

77. Phantom Power?

78. USB vs. XLR

79. USB Microphones
• Plug and Play
• Digital to digital signals
• Require a mixer if you want to use
more than one
XLR Microphones
• Require a “digital audio
interface” to convert
analog to digital
• Support for more
professional equipment

80. Get a stand

82. Connect you mic…

83. Computer vs. Digital Recorder

89. XLR and Computers

96. Digital Audio
Workspaces

97. GarageBand
Logic Pro X
Audacity Adobe
Audition
Audio Hijack Pro

98. My Studio aka
Palumdog Millionaire $tudio

107. Environment
Matters

108. EXCITEMENT
PLANNING RECORDING EDITING PUBLISHING
The Podcasting Triangle

109. EXCITEMENT
PLANNING RECORDING EDITING PUBLISHING
The Podcasting Triangle

110. I’ve recorded.
Now what?

111. I’ve recorded.
Now what?

112. Hosting

113. Libsyn
PodOmatic
Soundcloud PODCASTS.com
Seriously Simple Podcasting Squarespace

115. Publishing

117. Beginner Mistakes

118. • Don’t let your podcast run too long, always have a
show plan
• If you’re interviewing…SHUT UP
• Record one minutes of test audio before you start
• Have a backup recorder
• Be aware of ambient sound
• Prep your guests
• Listen to the entire recorded episode

119. Podcasting
Resources

120. • podcastalley.com
• podcastcastmethod.co
• podcast411.com
• Pat Flynn’s Tutorial - How to start a podcast

121. Questions?