Fortune favours the brave

Podcasters are building such a ground swell of influence that advertisers are beginning to take notice. Like blogging, it’s the authentic connection to the customer that makes this channel a powerful influence of which advertisers are keen to explore.

This week, I read a great start up story of a guy who began his podcast on a shoe string budget. Before long, a PR company contacted him with a sponsor to support the costs of the podcast and he dropped his day job to take on full time podcasting. He now travels the world with his portable kit, interviewing highly successful business people for his podcast.

This guy was very dedicated to his concept for a podcast and he had a passion for the topic that formed a solid base for sponsorship investment. There’s no way I could have got to 50 episodes and 4,000 downloads on my podcast without sponsors supporting the cost of the channel. However, I first had to take a leap of faith and invest in building episodes at the business’s expense before seeking the support from advertisers. Now, my podcast engages my community, informs and educates them and drives leads for the business. And my sponsors are happy too. Win/win/win.

Fortune favours the brave.

However it’s OK if you don’t have intentions to be a full time podcaster and drop your day job. In fact, I’m hoping that your podcast, like mine, will be your main marketing effort that drives business to your day job. The point is, your podcast can be quite lucrative in the long run. If you’re brave enough to get started.

So how do you make a podcast that appeals to advertisers and sponsors? My advice is don’t focus on it at all. Focus on good quality content, and building a strong community of followers. Before long, advertisers will hunt you down, via directories where your podcast is available or via contact details on your channel. A PR company could approach you, should you be so fortunate!

The more subscribers you have, the more advertisers will take notice of your influence and reach. Likewise, seeing a consistent volume of episodes and series demonstrates your commitment and longevity. Lastly, the quality of topics and calibre of guests also indicates whether your podcast aligns to their brands and brand values. 

It’s helpful to have a sponsor’s section on your channel to allow for advertisers to contact you. Mostly, however, it will be the buying agency or PR agency that represents the brand who will be reaching out to you. 

Here are my top ten tips for attracting advertisers:

1. Focus on educating or helping your community

2. Share your Podcast’s vision and stand by your genre

4.  Interview influential people and do it regularly, in a variety of ways

5. Focus on recording quality podcasts, always

6. Use social media and use hash tags to grow your community (or hire someone who can)

7. Seek out awards to gain credibility

8. Enter competitions to win podcasting equipment

9. Interview a potential sponsor to reel them into your world

10. Be patient and you will be rewarded!

Sound like a plan? Then it’s time to get started. Let’s talk!

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Start your podcast today!

Start your podcast today!

A winning niche

This month, the podcast channel I host, ASCI Lounge, was nominated for an award under the Industry and Careers category for the Australian Podcast Awards. Until the 14 February, the Australian public has the opportunity to vote. Whilst this is not as exciting as voting for the triple j Hottest 100, it is a worthwhile exercise if you are new to the enriching world of podcasts. Go on, support Aussie podcasts! 

Click here to view award nominees.

When you scroll through the nominees and the categories for which they’ve been nominated, you’ll be struck by the niche themes and topics on offer. For example, my channel, ASCI Lounge, is specific to experts wanting to build a career in supply chain management. Now that’s niche! However, with almost 4,000 downloads and over 50 podcasts, you quickly realise that it’s a “thing.” Here’s my channel on Apple Podcasts and on Google Podcasts.

What will also become apparent when scrolling through nominees is the soft news nature of these channels. Not many are news, but rather, informed views and fiction, based on compelling topics.

These “winning niche” characteristics are what makes podcasts so engaging, popular, and powerful. Podcast channels can even be the driving force behind creating a community, with some podcasters referring to their listeners as their “tribes.”

If you get one take away from this blog - it’s visiting the award website and selecting some podcasts for your own interest! I am honoured to be amongst these podcasters who have paved the way for the Australian podcast industry and I look forward to attending the awards celebration in May.

As a host of a podcast channel, there’s so much to learn from the community about the craft of podcasting. I think Australians are really drawn to its authentic format. I’m passionate about sharing my knowledge with my own clients wanting to podcast or build content for a podcast channel through my services at MONIQUEPR.

It’s an easy format to deliver too, making it a cost effective and time efficient production. Just check out my new price list and special introductory offer when you sign up to my mailing list. Could this be the marketing investment in 2019 that differentiates you from the rest? Let’s talk. 


The power of social media (and a humble egg)

This month, a new challenge was set for an Instagram post to achieve the most likes ever. This meant that the newcomer had to beat the record, already set by an incumbent, at 18 million likes. And the challenger post was a simple egg.

Not only did the post surpass the incumbent, world_record_egg, has taken the world by storm with a simple post picturing a humble egg, resulting in a flurry of media articles that PR experts only dream of achieving for their campaigns.

In my previous blog, I explain that content achieves high engagement when it is timely, relevant, accessible and is portrayed through the appropriate channel to reach its audience. 

But there’s one more vital element: capturing the sentiment of the customer. What are your customers currently thinking, feeling, experiencing, struggling to achieve? How can you address this to create a meaningful contribution? 

Orchestrating the right content, at the right time, via the right channels is not easy but it’s what will make you stand out in the crowd. Furthermore, identifying customer sentiment will put your campaign at the top of the social media feed through engagement (shares and comments).

This doesn’t mean that you have to solve all your customers’ challenges. However, the more you understand their persona (the profile that represents them) the closer you are to identifying the winning orchestral ensemble.  

The Instagram post was clever because its authors took a risk and chose a pure form to represent their product in amongst a plethora of highly branded and photoshopped posts on Instagram. It was innocent, yet bold, and it cut through the noise with minimal effort and zero cost. That’s the sunny side up from where I sit. What about you? Want to know how you can create compelling content that captures your customers’ sentiment? Let’s talk. 

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Repurposing for a purpose

We’re currently decluttering our home for more space which is a usual new year activity for our family. However, this time, we’ve pulled out the LEGO and are stock taking the pieces from each box with the purpose of on selling it for some cash for our son. It’s a painstakingly long process (with some outbursts of expletives along the way) but gives me time to think about the topic for my next blog.

What I see after 20 years of experience working with clients on content creation is the effort and expense that goes into creating content from scratch when there’s so much value in what’s already been created and stored or packed away to collect dust, just like these LEGO boxes.

Just last month I launched my new business, MONIQUEPR, a podcasting and content curation service for people who want to leverage the power of podcasting to achieve engagement with their customers. Podcasting is relatively new in Australia but has grown in popularity. Hey, we even have Australian Podcast Awards, of which I’m nominated for the Industry & Careers award as Host. So it’s gaining ground locally.

Further to its huge uptake in popularity and engagement, is the opportunity to offset podcast production costs with advertising revenue, which Forbes believes will grow in the US to $395 million by 2020, resulting in a strong business case for podcasting. 

Despite its appeal, I often get asked, “What will I talk about in my podcast?” Instead, I respond with a counter question: “What will your customers want to hear?” Keeping the topics and content relevant and engaging is most important. 

Just as we are wading through LEGO to seek value for on selling, you can review your content pool to determine its relevance in today’s climate, economy or season.

Select key moments to talk to your customers. Just as we identify the missing LEGO pieces to purchase to complete the set, your content needs a bit of investment to fill the gaps and can be tweaked and updated with latest statistics, news or can be aligned with a Timeline Moment in your industry such as EOFY, Valentine’s Day, Summer or other world days that celebrate your industry or topic to grow your audience.

If you are just starting out, content will need to be built from scratch. The best way to store it is within a blog. Blogs are a great treasure chest of content because tags of key words acts as a catalogue for repurposing content. Every podcast interview I record is transcribed and repurposed into a blog and edited for further reach. So, after time and initial effort, there’s no reason why you need to create content from scratch each time you want to talk to your customers. The key is that you make it relevant, helpful and timely.

So what are you waiting for?  Have a purpose this year and connect more deeply with your customers in a relevant timely manner with MONIQUEPR.

As we plough through LEGO pieces, completing sets and predicting their resale prices, we remember all the fun we had with LEGO and agree that it will bring the same joy to someone else. You too will rediscover the value of your existing content as you review it and bring it to life once again in a relevant and engaging way. Why not do that easily and cost effectively through the power of podcasts?

On selling LEGO is a tough gig but well worth it…..

On selling LEGO is a tough gig but well worth it…..

The most engaging blog I have read this year

It’s difficult at the best of times to engage an audience with a software solution but to do this successfully in the midst of the busy silly season warrants double the recognition. Such a blog is: Supply Chain Wars Episode IV - A New Hope. It certainly grabbed my attention and not because I am a Star Wars fan but because it was a solid argument for continuous planning presented in a compelling way by a global software provider, Logility. Here’s the video introduction to the blog (note, it’s a short video within a blog - another tick from me).

The blog includes best practice advice from Gartner to propel into the right continuous planning processes. This addition not only adds credibility to Logility but also offers readers some quality and sought-after advice for free (a must-have in every blog). It’s author does a great job of encouraging readers to take the next step in their planning and offers insights into the end results (also theme related): “to restore peace and order to the entire supply chain.”

Furthermore it has the famous dead man’s quote (in this case, from Yoda - Already know you that which you need.)

Lastly and importantly, it ends with a call to action for feedback.

My only disappointment was that the video did not include the Star Wars theme song. Royalties got the better of them, is my guess.

Luckily, there’s promise of another episode of Supply Chain Wars coming soon. I’ll be sure to share it with you. Until then, be an Jedi content curator.