Episode 31 | Posted on

Maximize Your Exposure Through Podcasting with Jason Van Orden

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This Week’s Guest:

Jason Van Orden co-founded the first podcast about internet business and online marketing, and hosts the podcast Internet Business Mastery. He has a bestselling book called Promoting Your Podcast, and his content is used in university courses about podcasting. You can find Jason on Twitter at @jasonvo.


Creating a podcast is becoming more popular each year, but you can still find success in this increasingly saturated market. Jason Van Orden has been promoting podcasts since they first were a thing, and shares his formula for creating a podcast that benefits your marketing and sales efforts, while growing your fanbase and client list.

We discuss:

  • The important topics you need to consider before starting a podcast.
  • How to make your podcast professional and credible.
  • Getting your podcast noticed, and bringing in organic traffic.
  • Creating a manifesto to find inspiration, and to safely store your incredible ideas.

Here’s what I learned:

Important Tips for Starting a Podcast

  1. Podcasting has been growing steadily since the beginning of 2005, but it’s been getting more popular in the last three years.
    • More people are seeing that there is interesting content being made and shared via podcasts.
    • Just because many entrepreneurs are starting a podcast doesn’t mean you shouldn’t also use it to your advantage-you just need something valuable to say and a perspective that can stand out.
  2. If you want to start a podcast, you need to consider the audience, material and the topic that you’ll be talking about.
    • When it comes to creating a show that stands out, you have to understand the audience that you’re trying to reach.
    • The consumer now has the ability to find the exact topics, formats, hosts and content that resonates with them.
    • A lot of people make the mistake of having too broad of a topic, or copying other shows that have been successful.
    • Interview podcasts can be great, but you can’t ask the same questions to the same guests as every other interview podcast.
  3. Before you start your podcast, listen to other shows within your market, topic or niche.
    • This will give you a good sense of what is already out there, what you can do to stand apart, and what may be missing within your niche.
    • Don’t be afraid to bring your own personality, story, and vision to your show-we’re all unique and showing your personality will help you shine.
  4. Stephan uses the interview format for both of his podcasts, Marketing Speak and The Optimized Geek.
    • While he likes the format, it doesn’t give you much of an opportunity to establish your own authority or become a thought leader.
    • Trying half monologues, and half interviews could be a good start if you want to speak more on your experiences and thoughts.
    • Although Stephan’s show is an interview style, he doesn’t have set questions-he and his guests decide on a few topics to cover, and then talk about anything interesting that comes up.

How to Structure Your Podcast

  1. While you have freedom with a podcast, there does need to be a format to your show.
  2. From a branding perspective, it’s important to have a format that is memorable, your listeners like to have consistency in how things occur.
    • At the top of the show, just like a headline or title, you have to capture people’s attention.
    • With Jason’s podcast, Internet Business Mastery, at the beginning of the show they will mention what the episode is about.
    • Then, they immediately go into a short overview on what the show as a whole is about, who the show is for, and what the listener can expect.
    • This whole process takes about 45 seconds, but during that time they have hooked the listeners’ attention.
    • Even if they just hear one bullet point that stands out, they are likely going to stick around to get that information.
  3. You don’t have to have the perfect format to start, Jason has changed his show’s format over the years to adjust to what his listeners say they want, and to streamline things.
  4. Establish your topics, the order of segments, call to actions or ads, and what the purpose of each segment is, and you will have an opportunity to earn the trust of listeners.
    • To be perceived as established, have a theme song, a general topic that you stay on, and a professional microphone-this builds credibility.

Creating Great Audio

  1. Having a well-produced program is very affordable, and excellent sounding microphones are easy to use.
  2. To get a good microphone, you should spend at least $100, and the really good podcasting microphones are $300-$400.
    • For a budget microphone, try an Audio-Technica, but for a step above try the Heil PR 40-they run about $350 and are a more high-end microphone.
    • Stephan uses the Rode Podcaster and likes it a lot.
  3. After that, get a mic stand that sits either on your desk or has a boom arm that you can push out of the way if you need to.
  4. If you’re traveling, you may have the opportunity to interview someone on the spot-carry a SmartLav microphone which plugs right into your iPhone.
    • They have a great audio quality, can do video, and will get rid of the noise from the environment.
  5. Get a pop filter-it goes between your mouth and the microphone and keeps airy, breathy and poppy sounds from getting into the microphone.
  6. Turn off the air conditioning, take pets out of the room, and be aware of other factors in your house that could cause a disturbance.
    • If there is audio in your podcast that doesn’t sound professional, you automatically erode your credibility.

Formatting Your Show

  1. Jason listens to a variety of shows, keeping a pulse on what is coming into the space and working well at all times.
    • In most shows, there are recurring themes that show up.
  2. The first thing to question is the length of your show-there isn’t one magic number.
    • A radio personality would say the average commute is 20 minutes, but a podcast is generally 45 minutes to an hour.
    • As long as the content is interesting, make it as long as it needs to be-many people listen to podcasts while working out, during a commute, or set aside time for it, so it can be 45-60 minutes.
    • There are also 5-10 minute podcasts that are very popular, so you have to be aware of what your audience wants.
  3. The segments of your show should have a brief script, or have a handful of bullet points in front of you.

Promoting Your Podcast

  1. Think of iTunes as a content search engine and figure out the relevancy markers that are going to help your show rank very highly.
  2. The first thing you need to do is put your audio on to iTunes in a way that maximizes your ability to show up when people search for your topic or show.
    • Within 2 months of being a brand new show, you have the opportunity to show up in the New and Noteworthy section to get extra visibility.
  3. Also, choose your category wisely.
    • You can choose two or three categories, but make sure that the first and primary category that you choose is the one that you most want to be found in.
  4. Ratings, reviews, and the number of people who have subscribed to the show will affect your ability to get into the New and Noteworthy section.
    • When you first launch your show, the absolute best thing you can do is reach out to your social, personal, and email following and have them subscribe to your show.
    • This can push you up in the rankings and get you visibility and an initial boost that can possibly start snowballing in popularity.

ID3 Tags and RSS Feed

  1. There are two bits of metadata for your podcast, which is information that the media players draw from in order to know how to display your podcast.
    • A podcast feed has a plugin that can add additional information like the title, album art, description and category that gets displayed in the directory.
    • iTunes will pull this data in order to create your listing, then will use that data to know where and when to display your show in their listings.
  2. The ID3 tags reside in an mp3 file itself.
    • You can use the author ID3 tag to put your own name, title of the episode, and the album art so all this information gets pulled and displayed.
    • It helps because it looks nice on your phone, and you can keep track of your music.
    • It makes your content easy to discover, it’s more organized on people’s media players, and gives a better user experience.

The Benefits of a Manifesto

  1. As an online influencer, there are a few different things that you need to establish, build, and grow your brand.
    • You need good positioning.
    • You need to know where in the marketplace you sit.
    • You need to have a clear message that resonates very quickly with people.
    • Then, when people discover your brand and resonate with your message, you need a way to keep them coming back over and over again.
  2. A manifesto actually helps you with every single one of these bullet points that create a successful brand.
    • If you sit down and write a manifesto, it forces you to think about your positioning, your messaging, and to come up with a framework for your business.
  3. When you create your framework for what you want to put out in the world, you have something that people can opt in for.
  4. It will also help you to create ideas for posts, guest posts, or podcasts.
    • All of your thoughts and ideas are right there in one package that then can be used and repackaged in a number of strategic ways.
  5. Stephan is creating a manifesto now that will end up as a book, called Geek Revolution.

Step up your marketing game!

  1. Make a list of 3-5 traits that your target audience has. Do they want a short audio file with quick tips, or do they want lots of information, details, and new ideas?
  2. Go through the top 20-30 podcasts in your category. Create a list of things that haven’t been done yet, so that you have a good chance of standing out.
  3. If you are using an interview format, have questions ready but don’t be afraid to let the conversation flow naturally.

Links & Resources

Promoting Your Podcast
The Optimized Geek
Entrepreneur on Fire
StartUp Podcast
Alex Blumberg’s Training with CreativeLive
Internet Business Mastery
Ask Pat
Sales Marketing Profit
Audio-Technica ATR2100
Rode Podcaster
Rode SmartLav
Heil PR 40 Microphone
Shure SM7B
Marketing In Your Car
Grammar Girl
WTF with Marc Maron
Google Keyword Planner
Google Trends
Keyword Explorer
Getting Things Done
The Art of Non-Conformity
Jason Van Orden

Thank you for listening!

As always, thank you for tuning in. Please feel free to contact me or leave a comment. If you enjoyed this episode, please share it!

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