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Pikkal founder Graham Brown shares what to talk about on a branded podcast.
Podcast Maps by Graham Brown is your map to navigate through the increasingly competitive world of podcasting. According to latest data, there are 1 billion million people listening to Podcasts every week. The competition is getting fierce. Doing what you did last year won't work anymore. You need a guide.
These are the topics I cover in Podcast Maps 1) Podcast Analytics 2) Podcast Market Data & Penetration 3) Podcast SEO 4) Podcast Rankings 5) Podcast Audience Numbers 6) Podcast Audience Growth Strategies 7) Social Audio 8) Audio 2.0 9) The impact of Artificial Intelligence on Audio 10) Podcast Guesting and Thought Leadership
Graham Brown 00:06 So, what do you talk about on your brand podcast? The answer to this question lies in your audience. That's why, if you haven't defined the Audience Avatar for your podcast yet, it's going to be hard for you to create content that strikes a chord with the listener. The good news is that you probably have a lot of content already in the house. That may be white papers and reports, but it also may be found in the conversations that your people have on a day-to-day basis. That's why, there are four different sources for content for your podcast, the host, your internal body of work, your guests and your audience.
Graham Brown 00:46
Good podcasts include at least three of these four in their programming. And the choice of three is really dependent on the podcast design. When you've chosen the right design for your podcast, content choices fall into place. That's why one of the most important sessions that we hold with podcast clients is what we call the Content Mapping session. That takes the design that we've worked on together in stage one and manifest that as a content calendar in stage two. Content should always be based around the needs of the audience. Often one of the starting points for a podcast idea is this is what I want to talk about. Our goal as a podcast agency is to bring that starting point to the next level which is what does the audience want to hear about and that really is about what's her issue, what's her frustration, what problem are we solving for her and why will she listen. These are key questions that we must help answer in the pre launch stage of a business podcast.
Graham Brown 01:50 Once you have the design, you can then think about the Audience Avatar. And once you have the Audience Avatar, then you can go to work on the content choices. For example, I want my podcast to get me meetings and leads. I'm a startup and I see myself as a leader within this space. Once you choose the news and analysis podcast. The next stage is the definition of the Audience Avatar and then defining the content. So my Audience Avatar are comms leaders, corporate leaders out there, people who are frustrated with the pandemic and being unable to get their key talking points out to the market in ways like they used to. They are frustrated and overwhelmed by content choices everywhere. Do I choose video, do I choose Tik Tok or do I choose audio? They look at me because I've created a map for them to navigate this increasingly complex industry and make more informed choices.
Graham Brown 02:51 So with this podcast design combined with an Audience Avatar, my challenge now is to put together the content plan. And this comes back to the four content sources for your podcast. Now it varies by podcast design. But as a general role here are some of the ideas for podcast content. For the host, focus on personal journeys and connection with the subject. I recorded my first podcast in 2006, I set up a podcast agency 2018.
Graham Brown 03:23 Let's look at existing body of work form the key talking points for the brand. In my case, I have white papers and guides. You can go to pikkal.com/guides and download all of them free. And then this guide, this audio book you're listening to now, I created it for you. It's your questions that you've been asking me over all these years. That's why audience are crucial part of your content. As a host, you must speak to their pain, their frustrations. You must know who they are and also the language that they use to talk about these important issues. For me, for this guide, you, a comms leader, a corporate leader or somebody that services all of the above. I didn't write this guide for podcasters. Graham Brown 04:12 Although you may be a podcaster and the corporate leader already. So the questions that I've answered in this guide, aren't podcaster questions. No, there are plenty of podcaster guides out there about how to use microphones, etc. Instead this guide is for you. And it's the questions that you have about corporate podcast, about creating a podcast for your brand and the goal is to help you make informed decisions about those questions and it's the same with your podcast. A key part of making your content and your conversation relevant to your listener is not only defining those conversations that matter to the listener but also defining what doesn't matter. When I work with the clients in defining the audience avatar and the design and the content map, one of the questions that we ask is not only who is this for, but who is this not for?
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