Podcast Creation and Marketing with Podmotion
Sheelagh Caygill
- 9
- Episodes
- 2020
- First episode
About Podcast Creation and Marketing with Podmotion
The Podmotion Podcast: The Art of Podcast Production & Promotion is created and produced by Podmotion.co, a podcast production and marketing agency based in Toronto, serving the world. The Podmotion show provides listeners with valuable information and actionable tips about podcast production, marketing, and promotion. We cover everything about podcasts - from interview techniques, sound, marketing, and website development, through to editing, content creation, social media marketing, and email newsletter marketing. This is the show you want to listen to if you're a professional podcaster, an independent podcaster, in marketing or comms/PR, or interested in the podcast industry as a whole. The Podmotion team is happy to answer your questions, too. So get in touch any time at Podmotion.co.
- Publisher
- Sheelagh Caygill
- Category
- business
- Language
- en
- Explicit
- No
- First episode
- 30 Jul 2020
- Latest episode
- 21 Jan 2022
Latest episodes
9 episodes in the feed.
21 Jan 2022
Podcast predictions for 2022 with James Cridland
In this first Podmotion.co (https://podmotion.co/) episode of 2022, we talked to James Cridland, publisher and editor of Podnews.net. James explores how the world of podcasting may evolve in this new year. He digs into concerns about the erosion of podcasting ecosystems, programmatic advertising, why the subscription model may not be a big part of podcasting going forward, independent podcasting, and a whole lot more. You can find James on LinkedIn (https://www.linkedin.com/in/jamescridland/?originalSubdomain=au) and at Podnews.net (https://podnews.net/). If you like this episode, we'd really appreciate it if you leave us a review at Apple Podcasts. Thanks!
14 Nov 2021
How to start and grow a successful podcast show
Podmotion.co thanks Rob Finlay, host of the CRE Capital Markets Report roundtable podcast, for sponsoring this episode! Find Rob's show here (https://www.thirtycapital.com/cre-capital-markets-report/)! Nick DiBartolomeo and Bruno Pierce are started a new podcast this early this year - then thousands of others started podcasts too! By being focused on community building, experimentation, and mastering social media, Nick and Bruno have achieved a level of success that eludes many new podcasters. Their show is called Quit The Build, and it's the voice of their gaming community - Quit The Build. Even if you're not a gamer, we recommend you listen to this episode. Nick is our guest and he gives a masterclass in how to start and grow a podcast. He gives an amazing amount of information and actionable tips on how to start a show and see it grow. During this conversation Nick and Sheelagh discuss sponsorship techniques and mention a website called Podthreads - this website no longer exists, just in case you decide to Google it! In this episode Nick shares his number one lesson for new podcasters. Nick and host Sheelagh Caygill explore: Take lots of time to plan out your show and it's format - Nick and Bruno spent a month planning before launch Don't launch a show with the sole intention of making money Have a goal for your show - for Nick and Bruno, it's shoot for the stars! Be as professional as your budget will allow with your show's branding How to plan out an episode Why being friends with your host means you'll have great synergy behind the mic How understanding the importance of content creation will help you grow your show Why Twitter is essential for podcast growth and engagement How to successfully use one clip and share it across platforms as an audiogram Learning from other podcasters and watching their tactics; try them out and see if they work for your show Being patient with your progress - it takes time to find a rhythm with a show Monetization through sponsorship, Patreon, and advertising. If you have any questions about this episode, or podcasting in general, get in touch with Podmotion at info at podmotion.co. Thanks for listening and stay safe.
24 Aug 2021
Podcasting: Low Barrier To Entry Makes Quality Content Hard to Come By
Eli Schwartz released his first book, Product-Led SEO (https://www.productledseo.com/) early this year. The release came during the pandemic, so speaking gigs and appearances in book shops were out. Instead, Eli turned to podcasts to promote his book. 'I've met some really bad podcasters' Eli's experience is a sharp reminder to podcasters: You really have to up your game if you want to be worthy of a listener's time. Eli says it's too easy for people to buy a mic, sit behind it, and make a show. What's missing is the thought, planning, and preparation that needs to go into a new podcast. Podcasting is competing with a massive amount of content for people's attention. If you're commuting, running, or or doing stuff at home, you can choose from audio books, radio, or music. And if you're just sitting around, streaming, TV, gaming, and YouTube are options. In one example, Eli said a podcaster asked him to spend hours writing a script which the host would then read. "That is ridiculous, and I don't understand why anyone would listen to a podcast like that," he says, adding he refused the request. "You may have a big name behind it. It may be launched by a big brand, but that low barrier to entry really makes a quality hard to come by." The Value Trade: A Podcaster Is Getting Something For Free Eli points out that guests create content, which fulfills the requirement for the podcast host to continually produce content. "Maybe the podcast has a sponsor. So now the guest is helping them to produce that content. And as a result, they can now get that podcast sponsored. "So from a value trade-off standpoint, a podcaster does have to be putting more work into preparation, and into making sure that the flow of the podcast is good, and high-quality for the listener," continues Eli, noting that the exception is if a podcaster is famous, then it's a privilege to be on their show. Eli doesn't go onto podcasts expecting that he's going to get a consulting engagement out of it, or sell books. "I'm going to do podcasts because I think it's interesting. And I like talking with interesting podcasters. A guest may or may not get value, but it's not guaranteed. What Does Good Preparation Look Like? Every podcaster and guest has their own way of preparing. If you're producing a good show and aiming for top-notch guests, be grateful for their time and make guesting as easy as possible. Hosts should read about an upcoming guest and their recent activities and achievements. Check out some of their recent blog posts. Listen to any previous podcast show appearances. Make an effort to come up with some really interesting questions that a host hasn't asked before. Making an effort to dig a bit deeper can really pay off. Ask why, or what something might mean. Look for insights and actionable tips. If they've written a book, make an effort to read it. At Podmotion we usually send through questions ahead of an interview, but that doesn't mean the interview has to be scripted. If there is an interesting digression that's relevant to the audience, we go for it. For a guest, preparation means understanding the focus of the interview, listening to a show's previous episodes. If a host doesn't send any questions in advance, be sure ask what the focus of the interview will be. Send through your bio or a link to one, as well as any links you want in the show notes. Find Eli on LinkedIn (https://www.linkedin.com/in/schwartze/), at EliSchwartz.co (https://www.elischwartz.co/), and ProductLedSEO.com (https://www.productledseo.com/). Eli's favourite podcast guest appearance on the <a href='htt
7 Jul 2021
Podcast listener engagement, community on whole new level with Listen App
Podmotion was an independent podcast agency and is now a part of Communicate Influence. If you are ready to start a podcast, or want to discuss podcast options, please contact us! -- Paul Mikhaylenko has a vision for podcasts, podcasters, and listeners. And it's all about real participation in shows, engagement, and community-building. The industry expert is Founder and CEO of Listen App (https://listenapp.co/), and Director of Product at Trend Capital Holdings. Paul is also founder and CEO of Bloom, a CRM platform for freelancers. Listen App is a place where podcasters can host podcast events and actually get questions and comments from their audience. This can content can be recorded and used as part of an upcoming episode, if the podcast host wants. Listen App is also a podcast player app. It is available on Apple, with Android coming very soon. Listen App means that a host can be interviewing a guest, while allowing an audience to listen in. A host can bring in audience members to ask questions. Listeners will have questions a host may not have considered that will actually bring tons of colour and insights. "Listen App fosters engagement, where it's not just this monologue that people are listening to, but they feel like the stage is open for engagement and participation, where their voices can be heard. "We're creating a platform where podcasters can host events and invite their listeners to join into the conversation like you would on Clubhouse. You'd record those conversations and edit them. Maybe somebody asked the question that you want to share with the rest of the listener group. And on the next episode, you include that interaction in there." The Difficulty Of Building Podcast Communities Part of the issue around creating podcasting communities is that it's a different medium from anything else that we've experienced on a mass scale. The only thing in audio that we've done before is radio. "Even with radio, the most you can have in terms of listener engagement is call-ins, but you wouldn't necessarily have communities built around radio stations," Paul continues. "The thing about audio is that it's tapping into what you might call like the last frontier of human attention available, and it's multitasking attention." Most audio listeners are disengaged from their devices, and multitasking. They're receiving content in an input mode, where it's non-interactive versus if you're on a website. Paul sees podcasting as the frontier of specific and tailored community engagement. "We have to understand all of the pieces of how podcasting is using audio, but also what are the types of content that actually require and would flourish with, you know, a community built around them?" The Future Of Podcasting With the power plays between the big tech giants, Paul thinks that many are trying to take advantage of podcasting, because it's under-monetized. A lot of tech companies are seeing opportunities for themselves. He doesn't know if Facebook's entry into audio will be a good experience for podcast communities or not. With the Apple subscription piece, he notes that Apple still doesn't have an Android app. He advises creators to think twice before using Apple subscriptions. "Unless I knew that 90 percent of my users were Apple-only, because you're cutting off all your Android users from your premium offering that you're putting a lot of time into." Paul envisions that a year from now the podcasting world will see a lot more exclusive and paid content, along with more monetization models. "Podcasters need to be compensated for their work, and they need a way to feed their families and fund these projects. Right now, that doesn't exist. Our goal is to facilitate that for podcasters who want to have communities.
14 Apr 2021
How to be a better podcast guest and a better show host
Alain Hunkins published his book Cracking The Leadership Code (https://www.alainhunkins.com/books) on March 24, 2020 - the week the world went into lockdown. A speaker and leadership coach, Alain had no choice but to promote his book virtually, and a key tactic was podcast interviews with shows in the U.S, Canada, and the U.K. In fact, Alain has done more than 130 interviews! Without doubt, he's learned a great deal about what makes a good podcast show guest and what makes a good show host. Here's a little preview of Alain's astute insights into the world the podcast show host-guest dynamic. Alain says: "Some hosts have blown me away. They've read my book. They've had specific questions about things in the book, they've had things they wanted to challenge around that, where it's become a very spirited, lively conversation." In contrast, some hosts won't go deep or explore, and the questions are very basic, stock questions. "Then I finished answering that question, and they had no follow-up question to that. I feel like it's been a tick-box exercise. "I'll make it work. I can do the best I can. But I look back on those interviews and think, 'Really? I mean, is that it? Is that all we're doing here?'. Because it's so generic. And again, people want to hear that moment of insight. "I can bring as much dynamism to my side of the table, but people prefer tennis matches that're not one-sided. We want the sense that we're hitting the ball back and forth over the net. It's much more interesting." This is why Alain believes preparation is so important. As an example, Alain says when he trains leaders, he always says the map is not the territory, and so is all your preparation. As a show host, when you show up to interview people, be present, be in the moment, and be curious. In feedback to one host, Alain told them he'd had an amazing interview, and the host replied: "I'm curious, I actually want to interview and learn something in this hour. Otherwise, I feel like I'm wasting my time as a host." In this conversation with Sheelagh Caygill, Alain discusses: How to reach out to show hosts Why tenacity pays off in securing interviews What kind of information to provide hosts How to prepare for an interview The difference between a good host and a boring one How hosts can prepare to interview a guest How hosts who go off-script can end up with a great episode Why hosts shouldn't be afraid to go down rabbit holes and explore more deeply, and How hosts can exercise their intuitive muscle and come up with great questions. Find Alain online at AlainHunkins.com and LinkedIn.
13 Oct 2020
Grow your podcast with email newsletter marketing
In this episode of the Podcast Production and Promotion Podcast we speak with Tyler McCune, a professional email newsletter writer in California. Tyler owns Copy By McCune (https://www.copybymccune.com/). He has an impressive roster of clients for whom he writes newsletters, and is also a content strategist and copywriter Tyler and host Sheelagh Caygill speak about how to use email newsletters to help grow a smaller, independent podcast. Tyler recommends beginning marketing with writing email newsletters, rather than focusing on long sales letters, which can be more complicated to develop. Grow your brand With email newsletters, it’s probably best not to start one off with the sole intention of growing your audience. For existing listeners, a newsletter can really activate those listeners and take them from being someone who simply listens to your show to someone who becomes a real fan of you and your brand. Use a show to really engage to really engage your existing fans and overtime you will be positioning yourself as a thought leader. And of course, in each newsletter, you can ask your readers to share it with anyone who will be interested. Getting email newsletter sign-ups Heard of the ethical bribe? You want people to sign up to your e-mail newsletter list, right? this is where the ethical bride comes in. You give the potential newsletter to read something that they want. Here are some examples: a hidden podcast that only newsletter subscribers have access to, a free template, or an e-book. Choose the right lead magnet for your your listener. But for podcast fans, an audio file is a good choice, given that they already like podcasts. You could use something that you once sold as a lead magnet. That allows you to put a value figure on the lead magnet. Writing style Your writing style will depend on your audience. Your style should come out of your personality, and usually most email newsletter writers tend to write a newsletter as though they are writing to a friend. However, this does take time, and for some writers it can take years to nail their persona. Of course, this style doesn’t lend itself to every podcaster who gets into newsletter writing. It’s important to think to think about the persona you want. For some podcasters, they will want to be seen as thought leaders, an so that can mean including things like industry updates, as well as your own news. Remember, it’s hard to compete with well-established thought leaders or marketers, so don’t try to compete with them. Go off script and focus on building a bond with your listeners. If you go along with the storytelling format, be sure to infuse your stories with meaning. Promoting your newsletter on social media Before you begin promoting your newsletter on social media, think about what you want in terms of the end result. Go back to your opt in or ethical bride and ensure it aligns with your end goal. Sell the benefit of subscribing - what’s in it for them? To this end, Tyler recommends the book How to Win Friends and Influence People, by Dale Carnegie - which gets readers to focus on thinking from another person’s perspective, and thinking about what makes them happy. At the end of the day, if you keep the experience of writing fairly simple. Talk to your email newsletter readers as you would to a friend, or the way you talk to your podcast audience. If you do this, over time you will improve and people will like what you do. Show notes: Tyler's first interview (https://communicateinfluence.com/how-to-write-way-better-email-newsletters/) with Sheelagh. Marketing Bullets (https://marketingbullets.com/) - by Gary Bencivenga. Swiped (https://swiped.co/) - for control and test copy. Find Tyler at
9 Sept 2020
How to use influencer marketing to grow your podcast
Neal Shaffer has an in-depth understanding of influencer marketing. He's been working in this area for years and has recently published The Age of Influence: The Power of Influencers to Elevate Your Brand. The Podcast Promotion and Production Podcast is lucky enough to have some time with Neal to discuss influencer marketing, and how to use influencer marketing to grow your podcast show. Neal explores podcast marketing through the lens of influence. He points out something that's obvious but sometimes not realized by podcasters: The fact that you're a podcaster makes you an influencer. From that starting point, hosting influential guests and being on other growing podcast shows are ways of growing your influence, and using influence marketing to grow your show. But you must research guests and ensure they're a good fit for your show. And you need to ensure the shows you appear on are a good fit for your own growing influence. Neal discusses additional tactics to use a guest's influence or your growing influence to increase your your audience. Neal is a digital and social media consultant, and author of three other books, in addition to The Age of Influence. Resources mentioned in the show: The "other (https://communicateinfluence.com/how-to-leverage-influence-as-part-of-your-marketing/)" podcast Neal talks about; the Podmotion Newsletter (https://podmotion.co/contact/); Neal's August 27 episode - Why I'm Investing Time in Being Interviewed on 100 Different Podcasts (https://nealschaffer.com/maximize-your-social-influence-podcast/#175_Why_I_am_Investing_Time_in_Being_Interviewed_on_100_Different_Podcasts); Nealschaffer.com (https://nealschaffer.com/). Check out our podcasting host, Buzzsprout. Start your own podcast, and receive a $20 Amazon voucher when you host your show at Buzzsprout by clicking this link (https://www.buzzsprout.com/?referrer_id=1360483).
27 Aug 2020
The art of the podcast interview
Many people say that interviewing is an art. The truth is that it's a combination of preparation, curiosity, empathy, and deep listening. In our latest episode of the Podcast Production and Promotion Podcast, journalist and podcast producer Amanda Cupido explains how to do a really good interview. Amanda discusses the need for solid preparation, and why it's important to find the balance between being prepared but not over-preparing. She explores the importance of making a guest comfortable, how to ask questions, revisiting topics if a guest doesn't answer fully, and showing empathy when guests discuss painful or sensitive issues. Amanda shares stories from some of her most difficult interviews, along with some of her favourite interviewers for listeners to learn from. Amanda is author of the book Let’s Talk Podcasting: The Essential Guide to Doing It Right, and a media instructor at Seneca College in Ontario, Canada. You can find Amanda at amandacupido.com (https://www.amandacupido.com/). Some of her favourite interviewers are: Krista Tippett, host of the On Being Podcast Show (https://onbeing.org/series/podcast/), and in particular this interview with Brene Brown (https://onbeing.org/programs/brene-brown-strong-back-soft-front-wild-heart/). WTF with Marc Maron (http://www.wtfpod.com/)
30 Jul 2020
How to improve and better market your podcast
Wanting to get into podcasting can be overwhelming. Begin by thinking about your why – what do you want to accomplish with your podcast, even if it’s a hobby. Plan out some episodes, and then consider a podcasting host, equipment, a set-up for long-distance interviews, but don’t spend too much money to begin. In this episode we speak with marketing and podcaster Marc Guberti, host of three podcast shows: Breakthrough Success, Profitable Public Speaking, and Ditch the Job. Marc notes that lots of hopeful podcasters are deterred by fear. If this is holding you back, Marc recommends simply jumping in. Yes, listen to a few of your favourite podcasts first, but don’t put off starting your podcast for too long. And stay focused on the fact that you’ll get better as time goes on. By episode seven or eight, you’ll hear a marked improvement in your interview and presentation skills. A key to podcast marketing is to use as many social media platforms as possible to promote your show. Use visuals to engage people, and ask guests to promote their episodes, too. Producing great content is vital. Select guests who really add value to your episodes, and work on your questions and delivery for continual improvement. Marc says that for podcast hosts, one of the eventual challenges is removing “ums” or any other speech space filler. Don’t worry about this initially, but it’s certainly something to work towards as you make progress. Serious podcasters might even want to work with a speech coach – especially if a longer-term goal is to get into public speaking. Find Marc Guberti at https://marcguberti.com/ (url) Ready to begin your podcast? Don't have time to work on your show? Contact the team at Podmotion.co (url) today! Receive a $20 gift card when you sign-up to Buzzsprout podcast hosting! (https://www.buzzsprout.com/?referrer_id=1360483) Podmotion recommends Buzzsprout.
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