46 million Americans listen to podcasts at least monthly. New podcasts are coming online every day, especially in marketing, where the new site MarketingPodcasts.com serves as the search engine for marketing podcasts. Jay Baer's Convince & Convert Media produces three podcasts currently: the long-running Social Pros; Content Pros; and the near-daily video podcast, Jay Today. In this detailed presentation, the Convince & Convert team share the specific steps they follow to produce these popular marketing podcasts.

1. How to
Produce a
Podcast
In 15 Steps

2. How to
Produce a
Podcast
In 15 Steps
Producers of:

3. Podcasts
are
bigger
than
you
think

4. Every
month,
39
million
Americans
listen
to
a
podcast
Edison
Research:
Infinite
Dial
Study.
2014

5. When
people
commit
to
podcasts,
their
consump=on
increases
significantly
Edison
Research:
Infinite
Dial
Study.
2014
One in five weekly podcast
listeners consumes six or
more podcasts a week.

6. Thanks
to
the
mobile
nature
of
podcasts,
people
can
take
them
anywhere…
…to
the
gym,
in
the
car,
out
for
a
walk.

7. Podcast
listeners
are:
Looking For
ways to consume
ad free media
Affluent
Serious about
Podcast
listening
More Likely
to be Social
Media Users

8. These are the 15 steps
you need to do it.
If
you
want
to
reach
this
audience,
make
a
good
podcast.

9. 1 Schedule
Big Time
Windows

10. Schedule
one
large
chunk
of
=me
to
record
your
podcast
rather
than
several
smaller
chunks
Let yourself “get in the flow”
for your podcast. Set aside a
couple hours for your show.

11. 2 Book Your
Guests

12. Ask
someone
to
come
on
your
show,
and
find
a
=me
to
record
Send your guest a meeting
invite to get the podcast on
everyone’s calendar.

13. 3 Choose a
Recording
Tool

14. We
record
our
podcasts
with
GoTo
Mee=ng.
It’s
easiest
for
our
approach.
GoTo
Meeting
Skype
Easy, straightforward
recording tool
Easy, straightforward
recording tool
Audio slightly more
stable
Audio somewhat less
stable
Does not require mixing
boards or advanced
techniques to get good
quality
Works better with
advanced equipment
and audio techniques
VS

15. 4 Explain the
Show

16. When
you
book
your
guests,
send
podcast
guidelines
Let them know what
to expect during the
recording.

17. 5 Make Audio
as Good as
Possible

18. Send
guests
a
USB
headset
(and
a
thank
you
note
for
their
par=cipa=on)
via
Amazon.

19. 6 Get to Know
Your Guests

20. Learn
as
much
as
you
can
about
guests
before
the
show.
Use a pre-show
questionnaire. We built
ours with Formstack.

21. 7 Record Your
Show

22. Make
the
podcast
host
responsible
for
recording
the
podcast
Before you hit record, do
one last show review. Make
sure everyone is ready.

23. 8 Record Your
Commercials

24. Our
podcasts
include
host-­‐
read
commercials
for
our
sponsors
If you have commercials in
your podcast, record them
separately from the show.

25. 9 Save & Share
Your Audio

26. AYer
you’ve
recorded
all
your
audio,
save
your
files.
GoTo
Mee=ng
has
a
built-­‐in
tool
to
do
this
Send files to your producer via
DropBox. Tip: Want to make
your producer’s life easier?
Propose an episode title.

27. 10 Edit the
Show

28. The
amount
of
edi=ng
you
do
is
somewhat
determined
by
the
personality
you
want
your
podcast
to
have.
We
want
our
podcasts
to
be
authen=c
and
do
light
edi=ng
to
achieve
this.
At a Minimum:
Make sure guests and hosts
are at the same audio level.
We use Levitator for this.
Cut out obvious
delays and mistakes.
Insert pre-recorded opens
and closes.
We use Audiobag for this.
Insert your commercials
into your show.

29. 11 Add Show
to Your
Hosting
Platform

30. Once
your
show
is
ready
to
be
heard,
add
it
to
your
hos=ng
pla[orm.
We use Podbean for Social Pros and
Libsyn for Content Pros. Once there,
shows automatically go into feeds on
iTunes and aggregators like Stitcher.

31. Tip: Upload your finished
audio to Speechpad, a word-
for-word transcription
service that charges $1/
minute. Trust us, it’ll make
the next step much easier.

32. 12 Write a
Blog Post

33. Use
the
best
moments
from
each
show
to
create
a
blog
post.
If you don’t use Speechpad for this
step, assign someone to take notes
and write up highlights for you.

34. 13 Send
a Badge

35. The
day
the
show
goes
live,
email
your
guests
to
let
them
know
Encourage guests to share the episode.
Tip: Send a digital “badge” guests can
use on their website or blog.

36. 14 Promote the
Episode

37. Promote
each
episode
on
as
many
social
channels
as
you
can
Have an email list?
Promote it there, too. Run
display ads. Find places to
promote your show.

38. 15 Atomize
Your Content

39. Use
your
podcast
to
make
more
content
Use podcast content in additional content
assets. Post a monthly recap on your blog or
create a‘greatest hits’ eBook of the most
valuable points discussed during your show.

40. 602.616.1895
www.convinceandconvert.com
@Convince