“Audio is the future” and podcasting is so hot and getting hotter. As a way to communicate, build an audience, create connection and grow your brand there is no better content.
Podcasts are fabulous ways to create content that can easily be repurposed (quotes, blog articles, content) so are also very efficient ways to create content (as you can get more from less).
They do however require lots of work to get right. There is nothing worse than bad audio, or launching a show to an empty room, or not getting the quality of your interview right.
For anyone looking to DIY their own podcast below are some of the key steps and processes you will need to cover.
Funnily enough out of all the possible forms of content people look to make I find the biggest knowledge gap between idea and execution is in podcasting. Generally, people think it is easy and don’t understand how important all of the above steps are. This also plays into what they choose to pay for and not.
Most contractors focus on show audio and production. What this means is that they will clean up a file you give them, help with your intro’s and outro’s, and then produce the show by uploading it to your agreed platform. Most will also provide a show notes service and help sourcing gear if you have the need.
Using a contractor for part of your process can make a lot of sense.
If you have the time to get everything else right then offloading part of the process that is more time consuming and outside your skills is a must do.
Expect to pay anything from $120 to $500 per show depending on the basic inclusions (and obviously more for written content / transcripts etc).
There are an increasing amount of digital marketing and audio agencies providing a full service podcast solution (like we do!).
The difference between an agency and a contractor is that the Agency will take a holistic approach, offer other complimentary content services, help with your a strategy, help with your launch, and guide you along the way.
If you are using a great agency they will be able to ensure brand consistency and also help with suggestions and tips to grow your show, get sponsors on board and keep it fresh.
A hell of a lot more goes into a podcast than just sound. If you want to reach an audience then having an effective marketing campaign for your show is just as important as the content itself. A great agency won’t just make content but will help you grow your audience and brand.
One big benefit often overlooked about using an agency is that they ensure consistency. This is a huge factor. As we go on about all the time, consistency is key and it is worth investing in any process that ensures consistency.
So how much does it cost?
Generally expect to pay $3,000 to $7,500 for the basic strategy, equipment, set-up and training to start your show. A basic “rig” will cost anywhere from $1000 - $2000 depending on the quality of audio equipment you use (microphones / mixers / stands / sound cards etc).
From there you will likely pay for a bundle of services from production to content creation. The price is really dependent on how many of these services are included (show notes, blog writing, transcripts, social media posts, social media artwork, posting etc). Expect to pay in a range of $550 to $1500 a show depending on all the extra content inclusions.
Hot Tip - Most podcasts die after 7 episodes. This is because the podcaster either runs out of puff, or doesn’t get the audience results they are looking for. Like all content, you have to be disciplined and consistent. If you are doing it yourself you need a very clear goal to keep you accountable. For many busy professionals it is far easier employing someone to make sure this consistency happens. Audio is the future and is hugely valuable at both building trusted relationships and great brands.
What better case study for the power of podcasting than our own! We launched our podcast in 2017 and built a national brand off the back of it and a successful business. Before the podcast no one had heard of Beyond Billables, but in three months we’d 15 x’d our website traffic and built an amazing network. We have thousands of lawyers listen to our shows, read our blog and engage with us on social media all because we created a podcast!
One point I make to all clients is to consider the power of having 26-52 conversations 1-1 with your clients a year, while making something valuable to them. Face time with clients equals money, so if you want to grow your business even the simple act of making the show will be hugely valuable.