podcast

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.