About Lesson
How to build connections with podcasts and social audio
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– [Announcer] A friend and work colleague once told me the thing he likes best about podcasts is that it feels like the speaker is talking just to you, and that sense of intimacy is one of the reasons podcasts are such an effective and popular way to reach your audience. So, are podcasting and social audio right for your brand? Let’s talk about it. In the last few years, podcasts have surged in popularity because your customers can listen wherever they want. And from a brand perspective, they’re less time consuming to produce and don’t cost as much as video. Plus you can combine sound, music, and editing in creative ways to tell unique stories that surprise and inspire your audience. Your company can use podcasts to reach customers or your internal team, but in both cases, you need to give people a reason to tune in. That means understanding your audience and figuring out how your show might solve their needs. You’ll also want to select your format and decide are you going to have a host and a guest, panel, or behind-the-scenes stories? What equipment will you need? What will your workflow look like? How will you promote it? I cover that in my course Content Marketing Podcasting for Business. And if you’re looking for strategies, you may want to check it out. Let’s slide that dial over to social audio. Now, while social audio has many similarities to podcasting in terms of your equipment and production, it’s way more immediate. Think of it like a free-flowing radio calling show. You can have a social audio chat on platforms like Twitter or Clubhouse. And depending on the one you choose, you can have a host and one or two presenters, and the ability to give listeners an opportunity to make their voices heard. Just remember to be prepared for candor, including criticism of your brand. And be ready to respond in an open and honest way. Social audio isn’t for the faint of heart, but if you’re looking for a two-way dialogue with your community, it’s worth checking out. So, whether you choose social audio or podcasting, remember to start with a great idea and bring your audience into the story. Understand how they might react to it and anticipate any questions they may have. After all, the secret to a great conversation is more listening than talk.
