Audio and podcasts
It’s a common joke that anyone with a half-decent microphone now has a podcast, but the glut of podcast content out there doesn’t mean there isn’t value to be delivered to your customers in the format. With a clear understanding of your audience needs and the types of content that podcasts excel in delivering, as well as an ear for audio production, brands can still make their mark in the podcast space and convert customers into evangelists.
Across two separate series, I produced around 100 podcast episodes for ICAEW, generating more than 100,000 downloads and nabbing more than 5,000 subscribers. I’ve conceived, scripted and delivered podcasts for both young and experienced professional audiences, including securing the participation of guests such as Baroness Morrissey and Dame Meg Hiller MP.
Launching a new series
One of the most challenging things about podcasting is simply getting started. Podcasts are a long-term investment and require regular episodes to gather steam. It’s a challenge I welcomed when tasked with launching a new podcast series for ICAEW’s student population. We got a head-start by aligning with the existing Student Insights brand, as well as bringing in an external host, accountancy influencer Jag Dhaliwal, to build in an audience outside of ICAEW’s existing promotional channels. The series has since accumulated more than 7,500 plays across platforms.
Video
Many podcasts now offer full video episodes. With expertise, video can be added to your podcast series with little additional spend. Partway through its first year, I led the transition the ICAEW Student Insights podcast to full video episodes, with the goal of better catering to our largely 18-25 audience. Video episodes saw improved performance, in part due to improved variety and quality of promotional assets that can be created with video as a starting point.
Presenting
Although my chief motivation is to tell other people’s stories and share brands’ expertise with the world, I’ve also been in front of the microphone. While Commissioning Editor at Insurance Age, I co-presented the brand’s weekly news podcast, delivering snappy analysis of the sector’s top stories to our time-poor broker audience. I’m just as comfortable being the face (or, in this case, voice) of content as well as producing podcasts behind the scenes.