MESSAGE HEARD MEDIA HUB
How to Budget Your Podcast for the Year Ahead
How to Budget Your Podcast for the Year Ahead
Get your podcast budget into gear with these key questions, and create great content that serves your business.
Get your podcast budget into gear with these key questions, and create great content that serves your business.
Making a great podcast requires some pretty smart planning. If you’re working on your budget for next year, you might be wondering what items you need to factor in to create a quality podcast that delivers results. In this guide, we’ll give you the information you need to get started on budgeting for your podcast, to help you get buy-in internally and plan effectively. It’s very hard to plan ahead when you’ve got a lot of unknowns, so let us help you get started! Here are the questions you need to answer to achieve a clearer picture of your costs:
What format will your podcast take?
The format of a podcast impacts the production costs significantly - some formats are just more expensive to produce than others! If you aren’t sure what kinds of format a podcast can take, we’ve got a great blog to help you out. Start thinking about the type of story you hope to tell, and which format best suits it.
It’s important to note that it is often cheaper to produce podcasts that involve fewer speakers, for example, or which revolve around a dialogue, rather than those that involve journalistic research and/or the piecing together of multiple audio sources. The more complex the audio requirements, in other words, the more costly your podcast can become. However, it’s important not to lose sight of what you hope to achieve, as well as what format best suits your story and how this will impact your budget.
Don’t sacrifice your goals for the sake of a monologue podcast, for instance, if this doesn’t suit the engagement you intend to spark! After all, the podcast is there to augment your wider content strategy and complement your business goals — be that growing brand awareness or delivering leads.
How many episodes will you create?
Making a decision about the length of your series is an important factor for your budget. There’s always a trade-off to be made between the length and depth of your podcast series, the results you want to achieve, and your budget. It’s a balancing act.
A longer run of episodes can actually be a more cost effective solution in many cases — with clever production timetabling, you can record in larger blocks or make the most of a paid host or recording slots, and thus your overall costs are likely to be cheaper per episode. You’re also able to really build trust with your audience, as well as have more opportunity to iterate based on the data your seeing, with a longer run
What host will you use?
The host can make or break a podcast. Will you get external host, or have you got someone in mind to host, internally? External hosts can be expensive but they often come with an audience already, and are experienced in the art of podcast hosting. This can help maximise your efforts at audience-building and make for a smooth production experience.
However, in some cases, it’s more appropriate (and cheaper!) to use an internal host. For instance, if your podcast relies on insider knowledge of your industry, or is very brand-specific, it can make sense to use an internal host that can speak to this. For all first time hosts, we recommend training sessions - and you can check out our blog on how to become a great host here.
How will you produce your podcast?
You have a few options when it comes to producing your podcast: You can go at it alone, or you can utilise the help of a production company for a slick result. If you want the lowest cost option you can buy your own mics and editing software – this could be as cheap as a couple of hundred pounds, through to thousands of pounds.
The better the gear, the better the quality. However, there is a significant degree of technical knowledge required to get the best out of your equipment, no matter how fancy it is! Without the right conditions, even the most expensive audio equipment will underperform. With expertise on your side, you can guarantee a much better quality, genuinely professional result. Additionally, using an agency or production company they can support you on the development of your format and concept, as well as researching and scripting the episodes, not just the delivery of the final product.
It’s therefore important to understand how much you can spend on this endeavour, and the range of costs involved in hiring a podcast company to deliver your show. At Message Heard, we provide a bespoke service that can cover anything and everything from coming up with the core idea for your show; through format and sound design; through episode scripting; to recording, editing and polishing the final article. We know how to ensure you maximise the results from creating podcast content that aligns with your business goals, by working with you every step of the way.
How will you promote your podcast?
Creating a podcast is exciting, but it’s not enough to simply put together episodes - you have to promote it, and make sure it’s disseminated properly.
When it comes to building your audience, you can use either earned promotion or paid promotion. Earned promotion is when your audience or customers help share your content, as a result of loyalty to or simply being fans of your content. Paid promotion involves utilising a third-party channel, such as sponsorships or buying advertising on other sites. This could be anything from social media advertising through to more traditional marketing efforts like print ads.
Your marketing strategy will likely rely on a combination of paid and earned, but both have budgetary considerations. When it comes to earned, make sure to account for things like internal time, creation of promotional assets and any tools you might need like Headliner or a social media scheduling tool.
How to build the case for podcasting?
We all know an important part of budgeting is thinking about the results and outcomes you can achieve. Next week, we will be publishing a guide to generate buy-in internally for your podcast. In it we lay out how to build the case around your budget, so stay tuned.
In the meantime, don’t hesitate to contact us at Message Heard to find out more about how to build the budget for your podcast — and how to get the balance right between the costs involved and the business goals you intend to achieve!
Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help by getting in touch today!
Which format suits your podcast?
What is the right format for your podcast?
Whatever your business goals, there is a format that suits your story best. Discover more about the shape your podcast could take to convey your company’s message successfully.
Whatever your business goals, there is a format that suits your story best. Discover more about the shape your podcast could take to convey your company’s message successfully.
Looking to start a discussion? Or grow your profile? Creating the perfect corporate podcast is made up of many parts, including choosing the right format for your story. We might assume that a podcast is just two people on mic, talking to each other about a particular subject. But actually, a podcast can offer many forms of storytelling.
In this blog, we want to introduce some other formats that might suit your podcast aims better, aligning with your business or brand goals and helping you stand out from the crowd.
A Monologue/Solocast
A Monologue or Solocast is one person on mic talking through a subject. This can be elevated with sound design and other editing techniques. Examples include Dan Carlin’s Hardcore History Series and The Anthropocene Reviewed with John Green.
Pros
This format is great for thought-leadership, as well as narrative storytelling or reviews. It doesn’t rely on guests or other parties, as one person carries the show. Your audience really has the chance to know you intimately, which can be very powerful for personal brand building. It can also be easier to edit one voice rather than several, and you can always adjust and record again with an individual, if things don’t sound as you’d hoped.
Cons
Your host has to be very capable, as they really own the show - there’s no one to bounce off from! Also, to make sure this format really shines, it’s important to ensure audio is well produced in order to still sound dynamic and hold audience attention. This can also mean privileging shorter episode lengths or use of archive audio, to break up the single speaker.
The Documentary
Popularised by NPR, this format is very much about historical recounting of a series of events. This might be achieved with a combination of voices, music, archival audio, and more. An example of this is our podcast with Remembering Srebrenica, Untold Killing.
Pros
This format is very engaging and dynamic, and can definitely have broad appeal, enabling a deep exploration of a particular story. These sort of shows are also proven to have a broad appeal and are regularly seen at the top of the podcasting charts. Beyond this, documentaries often have an evergreen quality meaning people can discover and enjoy your content long after the run is over.
Cons
This style of podcast requires a long production time, and has complex production needs. It requires lots of forward planning and more time to piece together the episodes. Great research is definitely required.
Non-fiction storytelling or reporting
In this format, you hear reporting on an ongoing story, or a hosted show that is being reported, usually based on real life or true stories. It’s a combination of a discussion and reported information, so multiple voices are heard and help to tell a story - this makes it a great way to teach something new to your audience, and expose listeners to new ideas and concepts. Examples include Breaking Brand, Reply All and Heavyweight.
Pros
This is a compelling way to tell a story that you own, offering the chance to include other audio to create a dynamic episode. You really can tell any story at all, so this can be a very flexible and inclusive format.
Cons
Because this format often involves many sources of information, it can mean long and complex production and detailed research are involved.
The Interview
An interview between a host (or multiple hosts) and a subject, who is given the chance to share their unique expertise or insight. The host guides the discussion, asking key questions. Examples include our collaboration with NatWest, or How I Built This and the very popular Tim Ferris podcast.
Pros
Interviews offer the opportunity to introduce a new perspective. Hosts have less pressure, as the guest should do most of the talking. Listeners also don’t mind the occasional fluffed word - they want to feel there’s a natural conversation happening. New audiences might discover your podcast through your guest, which is great for audience building, and this format can help spark discussions.
Cons
There are lots of podcasts already in this format, making it hard to stand out. Interviewing is also trickier than it looks - it takes good research and can be challenging if the guest is repetitive, talks for too long, or isn’t able to articulate their views. You’ll also need a new quality guest for each episode.
Fiction storytelling
A fictionalised play or audio drama, this format is normally performed by voice actors. It’s much more similar to dramatic television or the radio play. Like any good fictional story, these rely on great characters, tension and narrative arcs. It’s a very creative storytelling type, and examples include The Archers and Forest 404.
Pros
Audiences can be really engaged with this style of podcast, as they become invested in the story. With few examples out there, it can be easier to stand out in this format. The only limit is your imagination! Which also means, research and factual accuracy might be less important.
Cons
This is a less common format because it is generally less relevant to businesses. Your competition comes more from Netflix than other podcasts, so it’s much more about having the creativity to come up with a great original narrative. You do have to have the whole story in place at the start, so you know exactly where your episodes are going and how to hit the right beats to keep listeners engaged.
There you have it, some of the other podcast formats that might be perfect for your brand. Don’t get us wrong, sometimes two people and a mic just having a great chat can really work - after all that’s the format behind Conflicted! But it's important to consider why this is the best format.
Think carefully about the format that best suits the story you have to tell, so that you can get out there and share it! And if you’re not sure — get in touch, we can help you figure it out.
Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.
How to Become a Better Podcast Host
How to Become a Better Podcast Host
The best corporate podcasts have something in common: great hosting! While anyone can try their hand, it takes something special to be a capable podcast host. We share our three golden rules to becoming a better podcast host.
What does it take to be a great podcast host? Here’s what you need to know to make successful podcasts.
Podcasting is one of the most popular forms of media right now. The best corporate podcasts have something in common: a great host! While anyone can try their hand in front of the mic, it takes something special to be a capable podcast host. After all, contrary to popular belief, an engaging podcast isn’t just about creating a conversation — it’s about how you curate that conversation for the listener. So, what can you do to become a stronger podcast host? Here are our tips to get you started.
Start preparing early
Hosting a podcast can be intimidating - most of us aren’t used to being recorded! This means that having confidence on your subject matter is a great way to start, as well as preparing yourself for what needs to go into the episode you’re making.
Recently, we worked with NatWest to produce a branded podcast. Our hosts were first-timers to the world of podcast production, and one of the hosts, Burcu Karabork, had this to say about the process:
“There is a tremendous amount of discipline and experience required in knowing where to stop conversations, what questions to ask, where to prod a bit deeper...So the question becomes; can you afford that learning curve? Often we only get one chance to impress listeners, after which they turn away from us and don’t come back. It’s imperative to get it right the first time so we don’t alienate them.”
While a lot of podcasts sound ‘off the cuff’, chances are there was still a lot of preparation behind this. That means: having questions in mind, knowing what subjects or information you need to cover, and having thought through the way you want to articulate this. Even some of the most natural, and famous, podcast hosts are scripted.
Practice makes perfect
The great thing about podcast production is that you can always re-take a line if you mess it up. So give yourself room to practice! Try out recordings, and listen back to yourself. While this can be awkward at first, it’s essential to know how you are coming across, and whether you need to mix things up. Give it to someone else to listen to: do they know what you’re trying to convey?
The style of delivery required for a podcast is different from simply talking in everyday life, though it’s not too far removed. The art of hosting is about staying true to your style and tone of voice (as it represents who you are as an individual!). However, learning how to do things like clearly delivering the words in your script; conveying emotion through your intonation and pacing your delivery, are skills that different you from a rookie podcaster and host with command of the mic.
So if you’re new to this… practice, practice practice! Get you phone recorder out and give your read of the script a go (or two). Listen back to your way of delivering information, try different versions of the same thing as you are recording, and have patience. The process does become easier.
Work with a producer
A producer can be a huge help for making a successful podcast. In the case of NatWest, our Head of Production, Sandra Ferrari, was there to provide support and advice along the way. In Burcu’s words, “When you know that you’re being looked after and that you have a safety net, you relax. When you relax you say things in the moment that are more genuine and authentic to yourself, which in turn makes you far more engaging for listeners.”
Sandra was there to guide our hosts through to creating their vision. Burcu adds:
“It’s difficult to know what your artistic vision is if you’ve never worked on that before and Sandra was instrumental in helping us to discover ours. She went above and beyond to introduce variations into the podcasts, allowing us to pick and choose what we liked and discard what we felt didn’t speak to our authentic selves. I really appreciated being allowed to push my own boundaries in that way, expanding my views on what I thought our podcast should sound like, all the while feeling in control enough to let go of what I liked less.”
Producers are there as a trusted minder, to help you stay on track and create the episode you planned to make.
At Message Heard, we specialise in guiding your project through to completion. Whatever part of the process you’re struggling with, from ideation through to distribution, we can help.
It takes skill to become a great podcast host. Whether it’s your first time trying it out, or you’re a seasoned professional, the same skills apply. Take a look at our Business of Podcasting section for more great advice on creating amazing podcasts.
Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.
Podcast publishing 101: Where to publish your podcast?
Podcast publishing 101: Where to publish your podcast?
Podcast publishing is a bit of a minefield — but getting it right is key to creating a successful podcast, so it's worth investing some time in. We've learned a lot from publishing our own shows, and we're here to share our learnings with you, so you don't fall into the common traps.
A guide for checking your podcast is published everywhere it needs to be.
Podcast publishing is a bit of a minefield — but getting it right is key to creating a successful podcast, so it's worth investing some time in. We've learned a lot from publishing our own shows, and we're here to share our learnings with you, so you don't fall into the common traps.
We’ll share our tips about podcast publishing, and share our ever growing podcast platform checklist that you can use to make sure your podcast is accessible on whatever app your listeners are using.
Why is podcast publishing important?
From Apple to Google Podcasts, there are so many places that listeners can discover, listen, rate and review your podcast.
With our show Conflicted, we can see that listeners use over 26 different podcast platforms and there is still a large chunk of unattributed listens which could come from any number of other podcast platforms.
The vast majority of listens come from a few big players: 68% Apple Podcasts, 14% Spotify and the remaining 19% split between over 20+ other apps.
A table showing some of the places people listen to our show, Conflicted.
But no matter the size of listenership on that platform, it’s important your show can be accessed everywhere as it improves the experience of every potential listener you have. Think of those potential super fans who will be very annoyed that they can’t find your awesome show on their chosen app!
The good news is it’s pretty easy to do, but there are a few factors to consider especially when it comes to timing.
When should you publish your feed?
It makes sense to focus on making sure your podcast is on the biggest podcast platforms first.
We discovered the hard way that Apple Podcasts, which along with Spotify, is widely one of the most common places people listen to podcasts, encourage you to allow up to 10 working days for them to approve your feed once it’s submitted.
So to avoid any last minute panics, we now make sure all our feeds are set up with the trailer uploaded 10 days before we planned to start promotion.
Once the feed is created via your chosen hosting platform, you will generate an RSS feed link. We then make sure this link is submitted to the top players:
Apple Podcasts - Submit your feed here via iTunes Connect. Make an account if you don’t already have one, and you can also see analytics through this portal.
Spotify - Submit or ‘claim’ your RSS feed through Spotify for Podcasters. You’ll also need to create an account, and similar to iTunes Connect, Spotify offers specific analytic via this portal.
Google Podcasts - Google now have a podcast manager portal as well where you can submit your feed directly. You can log in with any google account, and as with the others, you will need your RSS feed link at the ready.
From there, we’ve found your RSS will be automatically picked up by most other podcast platforms. This may take some time, so you can also check and submit your feed via the links in the list below!
Where else should you make sure your podcast is published?
As we mentioned, the RSS feed does a lot of the hard work for you and you might find your podcast has found its way on to many of these platforms without you submitting it directly.
So, we suggest waiting for up to 10 days and once you see your link appear on these platforms you have already submitted to:
Apple Podcasts
Spotify
Google Podcasts
Then go through and check your podcast is displayed on these players, if not you can add them via the links or instructions below:
Overcast - There is no specific way to submit to Overcast, they say you should see your podcast on Overcast 2-3 days after you submit to Apple.
Acast - Scroll down to the green button where it says ‘add your show’
Downcast - Downcast also don’t have a direct submission and use Apple Podcasts, but if your show is not appearing you can email them: support@downcastapp.com
Doggcatcher - Doggcatcher also doesn't have a direct submission. If you can’t find your show, you can try using their support forum.
Alexa - Lots of podcast apps already have skills which you can use to access your podcast, but some shows also create your own skill but this requires custom development.
Entale - You can add your shows to Entale if you wish to add reference materials like images or links.
This is a running list we have compiled. Have we missed any? Let us know if your favourite podcast platform isn’t listed and we’ll add it along with the link to submit.
Want to know more about marketing and distributing your podcast? At Message Heard, we make podcasts that help your brand to reach new audiences. Find out what we can do for you. Call today: 02081036034 or email us at: contact@messageheard.com.