When the team at Double Forte decided, “We should have a podcast,” we knew we were setting ourselves up for a lot of work, and, a lot of opportunity. Right on both fronts! Everything Speaks, our podcast for people interested in or starting a career in public relations, marketing, or social media, launched in July and we have now produced 22 episodes. Here’s what we’ve learned:

  1. Podcasts really are the new black. And, they are the new book! Yes, it feels like everyone and their cousin is launching a podcast these days. Podcasts are trendy, popular, and relevant. But the truth is, not everyone is launching one because they require discipline. If you can commit, do it, because podcasts have become what books used to be – automatic authority building, platform-generating, calling cards for opening doors.
  2. Editing is difficult. There are some great podcast editors for hire and their pricing models are very reasonable. If you are thinking about launching a podcast, seriously consider outsourcing your editing. We chose to edit our own because we wanted to learn. We did learn, and we’re proud of it. But it wasn’t easy. Unless you are prepared to spend a few months testing your skills before you go live, do not underestimate the benefits of a skilled editor because…
  3. Sound matters. Sure, you could record a show and post it without editing, but please don’t. It takes a long time to build up a following; it takes one bad episode to lose it. It doesn’t matter if your guest is the hottest celeb of the moment, if there are background noises, inconsistent audio levels, faulty mikes, or static, your audience will listen to something else.
  4. Treat your guests like, well, guests. Sure it’s a lot of work to produce a podcast. But you know what? It’s a lot of work to be a guest too. Remember that when you invite someone to your show. Don’t burden them with complicated scheduling software, limited time slots for interviews, and a long list of items to prepare and share before the show. It’s your podcast – you should do the prep work.
  5. Consistency is key. This should not be news. Consistency is the core of any good content program. It’s how you build an audience. Post when you say you’re going to post. Period.
  6. Podcasts are link-generating machines. Are you looking to drive traffic to your website? Podcasts are a fantastic way to do it. They generate links back from Soundcloud and iTunes and Stitcher and all of the platforms where you post your show. They generate links from the show notes. When you share your podcast via social and email, you generate more links. If you ask your guests to post about the show (and you should), they will generate even more links. Done right, podcasts are a core part of a content strategy.

We were expecting work and opportunity when we launched our podcast. What we got was so much more: Traffic. Authority. Credibility. Content. Discipline. What marketer doesn’t want that?

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