Produce your own podcast or webinar in 8 steps
Entertain, inform, and inspire
The days of posting an ad in the newspaper and hoping your clients will see it are long gone. Less direct content marketing is the future, and podcasts and webinars are great non-traditional ways to improve your business. Podcasts and webinars are great ways for you to create content to inform and entertain your clients, and ultimately further your brand. These versatile platforms can help you market your services both directly and indirectly, as well as adding a voice to your business.
Turning your client into an active participant in your marketing is the best way to encourage loyalty to your company and to make them a part of your team. The question remains, however: which is the right medium for your compan?
What’s the difference between a podcast and a webinar?
In the most basic sense, a podcast is an audio file posted to a hosting site. People can find the audio clip on one of these sites, or subscribe to a feed, and receive podcasts whenever they are released. These clips are not meant to be listened to live, which is one of the main differences between a podcast and a webinar.
A webinar is a video that is often accessed by the audience live, though it can be viewed after the fact. Webinars are often more interactive, and sometimes include a moderator overseeing a group of speakers.
Think of a podcast like an audio version of a taped television show, and a webinar as a televised live debate. Let’s look more specifically at the differences between the two formats:
|Equipment needed||Voice over microphones, editing software.||Voice over microphones, camera, hosting software.|
|Strategy for marketing the content||Most marketing should occur after the first show is available. Focus on increasing subscribers.||Needs to be marketed up front to increase traffic and viewership.|
|Can I make money directly from the production?||Difficult to charge for subscription; can increase revenue through ads once podcast is popular.||You can assess a fee to view/join if you choose, but making it free could be beneficial, too.|
|What content works best with each medium?||Podcasts are a more flexible medium as they are not expected to be directly informative.||Best for conveying specific information.|
|Long-term results||Creation of an audience (brand evangelists); extended listenership increases recognition and awareness, driving business to your site.||Opportunities for lead capturing and nurturing; increased brand authority and recognition. By being seen as experts, it will be easier to close deals.|
How to produce your own podcast or webinar
Regardless of whether you decide to create a podcast or a webinar (or even both), there are web tutorials on YouTube can help you through the process; still, here is a list of what you need to do to prepare to record, and some tips you can use to get the most out of your production:
1. Pick a topic.
If you are going to record a podcast, you will usually have a recurring theme that traces through each of your episodes. This theme can be specific (“We’re going to discuss the best ways to fix something in your home every week”) or something general (“We’re going to give you a hilarious take on our company’s industry”) but should be recurring throughout the run of your podcast. For a webinar, make sure to pick a topic that is specific, informational, and interesting. Remember to try to keep it interesting to the audience, and broad enough to reach people. A podcast, let’s say, about the path of migratory North Dakotan birds might limit your creativity and your audience.
Here are some great examples to get inspired:
Women’s Equality Webinar
How to Hire Employees Without Spending Money or Giving Up Equity Webinar (must register with site to view)
Powerful Interview Strategies for Executives HR Hiring Managers Webinar (must register with site to view)
2. Find your platform
If you are recording a podcast, this will likely be iTunes (the largest podcast platform), but you can also research platforms like Stitcher, Google Play, Spotify, and TuneIn. For your webinar, you can host it directly on your website using hosting software like Livestorm, BigMarker Webinars, or WebinarJam. There are tons of webinar software sites, so do some research and choose the one that works best for you.
3. Get the right equipment
For both podcasts and webinars, you’ll want high-quality voice over microphones because the sound quality of your production can make or break you. It’s 2018, and no one wants to listen to a podcast that sounds like an episode of “Little Orphan Annie” being played on the radio in 1938. Our voice talent artists can attest to the importance of a good voice over microphone. Also, you need to make sure that your device has a strong internet connection. There’s nothing worse than putting in a lot of work only to have it lost because of a slow connection, so consider upgrading from that 5 Mpb or mobile data plan.
4. Gather the right people
You may want to star in the webinar or podcast yourself, which may or may not be a good idea. Objectively decide if you are the right voice and/or face for this project. Hiring voice talent is the best way to go if you want to focus on other areas of the project while a professional handles the content. You can even hire someone to write the script(s) for you if you’d like. Make sure to get the right person for the job.
5. Edit your production (podcast)
If you’re doing a webinar, you are probably streaming it live so you won’t have to edit it after the fact. If you are making a podcast, however, you should use editing software (such as Adobe Audition, Pro Tools or Hindenburg Journalism Pro) to edit out background noise, add music or sound effects, and make the audio sound perfect.
6. Upload/Stream your work
Using the platform you chose in step 2, either upload your podcast or set up the live stream.
7. Get the word out!
If you are producing a webinar, it’s smart to get the word out early since you want people to tune in live. Trying to get people to join your Webinar after it has already been recorded might be difficult. With podcasts, some marketing can be helpful before you begin, but most of your marketing efforts should be made after the first episode is posted.
8. Create a content calendar
With everything you have to handle within your company, the podcasts and/or webinars you are running might be the first thing you forget about. Because you want these productions to become an important part of your company moving forward, and because they are often time-sensitive, it can be a smart idea to create a content calendar. Essentially, this is a calendar to remind you when you need to release the different content you are producing and how to plan your time to produce it.
The important thing to remember when you are deciding whether to produce webinars or publish a podcast is that success comes only from a combination of great ideas and great execution. If you’re ready to create your first webinar, it’s time to start brainstorming ideas. What is the best way for you to reach your clients? If you need any help along the way, either with a script or voice talent, give us a chance to help you out.
Author: Laura Varon
Content creator, marketer, translator. I studied advertising because I wanted to know a little about everything and I am a translator because I want to know a lot about a lot. I co-write with WritingBunny.