Posts filed under Content

10-Steps to help you name your Podcast?

Make sure it "has legs", meaning a concept that's flexible enough to grow and change while maintaining your messaging. People often pigeon-hole their brand right out of the gate. They find that in a year, they want to sell products too, or create a community around the idea but it's just called "The XYZ Podcast" and doesn't make much sense anymore. Therefore my recommendations would be the following:

  1. What are your goals for the show or the brand? Core values? 
  2. Are you family friendly? Who is your core demo?
  3. Ensure that you can get the URL (Facebook, Twitter, etc.) of the same name.
  4. Think about the show/brand’s “voice” through before your start
  5. Are you lead by a personality? “The Jane Doe Podcast” or are you something more open-ended?
  6. Determine your audience categories - sports, fashion, politics, opinion, etc.
  7. Is this a business model? How? Why? Who? Bigger picture, does it have modularity to grow beyond the podcast product?
  8. What are the names of other podcasts within your vertical? What do they do right? What do you they do wrong? How do you want to differentiate yourself?
  9. Once you have a name you THINK you like, create a test group of peers to kick the name around and see if it means the same thing to them as you have intended for the show. The “Red Bird” Podcast could be about bird watching, baseball or any number of things.
  10. Once you’ve decided on a name, swoop down and do a social media land grab: Get the Facebook Page; Twitter Handle; Facebook Community Group (leave it unpublished until it feels like there’s real activity going on internally); Instagram Account and any related social accounts that you think will be necessary to support the directives. 

Take time to fill your social with “LIKES” and podcast with ratings before you start REALLY pushing it out there with a real marketing effort. People are often reluctant to start with something new, fearing that it must not be good or that it might not have staying power. People take their digital time-share seriously and they don’t want to make an investment in something that they don’t feel is gaining momentum.

Have you ever started a Podcast or community that failed out of the gate?

Posted on June 14, 2017 and filed under Brand, Content, Process.

Journalism Marketing (Part 2.): Church and State

I've crafted a career on persuasive messaging to tap into want, desire, fear, love, or any other points of note that hold importance to you. However, there have been very few instances that I've done it for companies that have puritanically lied, and in all cases, I don't think I knew it with any certainty.

I think the time is now; we need to separate journalism/content creation from marketing/native advertising. We need to construct the following:

  • Fact-check content through online browsers, tools, email and all mobile devices as part of the operating systems (a user can choose to manually turn off this feature).
  • All content must meet certain criteria for marketing articles, as well, articles that might not be considered as marketing.
  • All monitoring algorithms must be progressively optimized by both the content creator as well as the readership's ability to flag content for review from both the creator and an independent party must be progressively optimized by both the content creator as well as the readership's ability to flag content for review from both the creator and an independent party.
  • Content creators, bloggers, videographers, photographers and others must all meet various criteria in an effort to seek compensation from viewership or advertorial partners.
  • Ongoing tools, metrics, and transparencies of ALL content (streaming, hosted, archived or otherwise) that is deemed "public" will be required to index it in a fashion to inform users as to the nature of the content.
  • Lastly, the onus needs to be placed squarely on the shoulders of the social channels themselves. As we're ONLY NOW seeing with Facebook in a step towards minimizing this trend with the ability to "flag" content as false or misleading. Is it enough, probably not yet, but that remains to be seen.

A tall order? Yes. But so was the idea of the Internet 20 years ago.

Content Bots & The New World Order

Mark Schaefer and incredibly gifted and insightful inbound marketing SME has brought to forefront the discussion of content bots:

Is there any way to future-proof ourselves from automated writing, or will we soon merely remember our days of human writing with nostalgia?
I don't have the answers, but it's an interesting thought exercise. There are three things I can come up with, and I would sincerely love to hear your thoughts in the comment section. If you want to survive the robot-writing apocalypse, there are (at least) three paths of safety:
[READ THE REMAINDER OF THE ARTICLE HERE]

In today's rapid content deployment mentality I can see where content bots and aggregators make a ton of sense, both fiscally and as a time-savings. That said, I agree with Mark in that they are lifeless.

With complete transparency there have been many clients in the past that I've had content created for; externally from the staff at hand. Even then I worked directly with staff on maintaining brand adherence and assurance to the visceral qualities that come from real storytelling.

In the end it breaks down to a story we all know — do you recall the textbook outline of educational class or the emotionally charged teachings of a passionate instructor? Don't be a manual.

Posted on July 11, 2016 and filed under Advertising, Content, Tools.

How to Tune Your Podcast For Different Audiences

Good for you! It’s a fantastic way to connect with your audience. You can easily find more than enough resources on the technical and mechanical aspects. The “how to” is covered by plenty people who know way more than me about XLR cables and compressors and digiwhozamajigs.

[READ THE REST HERE ...]

Posted on March 17, 2016 and filed under Content, People, Social Media.