Laura Mansfield Shownotes

In this Episode:

Laura Mansfield found her success as an entrepreneur after she found that her own podcasting that she started with her husband, called Parenting and Pugs, had something that plenty of company podcasts lacked: a substantial listener base. She saw an opportunity to not only continue podcasting, which she loved doing, but help others achieve the same success creating great content as she did. She saw a real gap in need of companies that help brands tell their story with audio. That’s how she began Pagatim, a high-end audio storytelling consultant group that does more than distribute podcasting content – they’re a one-stop shop for teaching podcast best practices, developing an audio strategy, buying and setting up equipment, and running analytics. They’re leaps and bounds above what the other guys are doing because they understand that you can’t treat podcasting like “spray and pray” content.

Podcasting – though a prominent form of consumed content, remains arcane to most in its mastery. Most corporate podcasts remain locked in an infantile state of development, and podcasters get frustrated when the listens don’t happen. Fortunately, Laura was quick to share some of her wisdom, and I was able to glean some must-hear tips about podcast mastery, such as:

• the 2 main types of unsuccessful podcasts
• how podcasting should fit into your larger content strategy
• the up-and-coming distribution platform that you should be posting to above all others – it isn’t iTunes
• how to not sound terrible
• how to do a remote interview with a speaker across the country

Here’s what I learned:

Strategy makes success

1. You need to define your individual company’s concept of podcast success.
2. Success for one company isn’t going to be the same as for another
3. “Hoping that everyone will listen to it” isn’t a success goal
4. Think intentionally up front
1. How does this fit into your larger content strategy?
2. What pieces of content and stories are best told through audio storytelling?

The 2 Types of Podcasts That Always Fail

1. You can’t assume that podcast success will just happen. You have to put in the work.
2. The podcaster that has great content, but doesn’t promote it.
   1. Oftentimes these podcasters are incredibly creative at making valuable content, but they just don’t know how to market it.
   2. The podcaster that has does a great job promoting it, but the content is a horrible fit.
   3. Lauren has seen many popular podcasts that aren’t all that creative or interesting, but they are great at getting themselves out there.

Podcasting isn’t right for everyone

1. People are putting out tons of content, but it isn’t necessarily great idea.
   1. You have to think about the audience that you are appealing to:
      1. Ask – is this the right audience?
      2. Is this the content that will appeal to them?
2. If you’re in B2B, why are you on Facebook?
1. Laura had a client who was targeting outdoorsy parents
   1. However, the content wasn’t resonating with them
   2. Their brand promise and the content they were putting out were at a complete disconnect.
   3. Instead, Pagatim helped them construct content about outdoor activities like geocaching.
   4. Listeners went way up.
3. What podcasting is good for:
   1. Small businesses who want to differentiate themselves.
   2. Individuals or companies who want to build their expertise around a certain topic.
   3. If your company has a deeper message and a story to tell.
   4. It’s simple and affordable.
4. What podcasting isn’t about.
   1. selling that new product.
   2. jumping into without research

The Audio setup

1. Transom.org
   1. Great place to go about getting gear.
   2. Studio-in-a-box packages of either basic, middle, or premium quality ranging from $300-$2000.
   3. great training and workshop programs for their equipment – all of Pagatim’s audio engineers are trained in Transom gear.
2. Libsyn
   1. does podcasting analytics
   2. also distributes to most major platforms

Where to distribute.

1. iTunes – of course
   1. Smaller networks within iTunes
   2. Most podcasts are on iTunes, it is the mothership of podcast platforms
2. Soundcloud
   1. up-and-coming platform based out of Berlin
   2. More user-friendly than iTunes.
   3. Important to note that Libsyn does not do Soundcloud.
   4. Perhaps even start out with Soundcloud only until you get into the habit of Soundcloud.

Podcasts and SEO

1. Pagatim doesn’t do YouTube because it is an audio company – but it does recognize the value of using YouTube for SEO
2. create a slideshow presentation for your podcast and put it up on YouTube
3. make sure you’re tagging your podcast for the right keywords that your audience is interested in and is search for.

Interviewing remote guests

1. Pagatim does it over Skype
2. Pagatim ships audio equipment to the remote guest and makes sure they have the microphone they need – then links them over Skype
3. or Pagatim has clients send the Skype audio over to them and cleans it up with audio editing

Links Mentioned in this Episode:

Transom

Pagatim

Soundcloud

In conclusion:

Here’s an action plan to start up your own company podcast:

1. Plan out content that appeals to your desired audience and that fits into your brand’s promise.
2. Quality audio is so important – the right equipment is an essential investment if you’re serious about making podcast content.
3. Distribute that content through iTunes and Soundcloud – and tag the content for relevant keywords that your audience will use.
4. Don’t forget to promote the podcast through social channels and power users.

Thank You!

Thanks for listening! I hope you learned as much about making audio content as I did. Podcasting is a fresh, relevant way for your company to rethink and reframe its content marketing strategy. It’s a great way to reach out to your desired audience in a way that feels genuine and is conducive to really worthwhile, valuable content that is made on the cheap. If you’re overlooking it, now might be the time to give it a try.