HOW TO PODCAST 101

Sophie Cater | KNect365

OVERVIEW1. GET READY• Aim• Audience• Content• Format• Logos• Branding• Theme

2. GET SET• Planning• Hosting• RSS feed• Audacity• Meta Data

3. GO• Going live• Distribution• Analystics

4. STOP• Spex

5. RESOURCES

GET READYAIM – AUDIENCE

AIM• Are you aiming to grow brand awareness and your audience?• Are you aiming to make money?InsurTech Bytes aims to increase brand awareness, growing digital audiences (adding them into the funnel) and eventually be a revenue source via SPEX.

AUDIENCE• Who is this for? C-Level? Rising stars? Marketers? • The audience should be defined by your content strategy in part.InsurTech Bytes is aimed at InsurTech startups, investors, incumbents and insurance companies.

InsurTech Podcast_Initial Discussion.docx

GET READYCONTENT – FORMAT

CONTENT• Once you know exactly why you are podcasting and who you are going

to podcast to, you must think about your content.• What topics will you discuss (should be defined by your content

strategy)? InsurTech Bytes’ topics are defined by monthly topics in 365 content strategy; working off producers’ research. We work 2 months ahead of schedule.

FORMAT• Frequency – daily, weekly, bi-weekly, monthly per month/week?• Length?• Tone – professional, humorous, serious, etc.• Talent / hosts• News• Talk show• Panel discussion• Interview• Instructional• Variety / entertainment• Skit / sketchInsurTech Bytes is bi-monthly with 2 formats: 30-40 min panel discussion with mini-interviews, and a 15-20 min story/case study/close encounter.

GET READYLOGOS – BRANDING – THEME

NAME & TAG LINE• Work off own brand to think of something that is in line with your aim.

Is it sellable? Is it enticing? Is it fun and snappy?• Is it SEO-friendly?“InsurTech Bytes: the podcast for the future of insurance”. ‘InsurTech’, ‘insurance’ are key words. ‘Bytes’ denotes tech.

COVER ART• Keep it simple. • You will need 1 square JPEG (3000 x 3000px and 60 x 60px) for the

brand, and 1 square JPEG for each episode.(Find iTunes and Google Play Music specifications here.)

GET SETPLANNING -HOSTING – RSS FEED

RSS Feed• Find a host (e.g. Soundcloud) to always have your content on one

platform

Submit your podcast to iTunes and others• Find the specifications for each app that you want your podcast to be

picked up by. Make this list as varied and high-level as possible. You want to be in the mix with your competitors.

• iTunes: https://podcastsconnect.apple.com/• Stitcher: http://partners.stitcher.com/dashboard.php• Libsyn: https://www.libsyn.com/source-form-submission/• Audio Podcast: http://www.audio-podcast.fm/submit-your-podcast.html• DoubleTwist: https://www.doubletwist.com/contact/• BluBrry: https://www.blubrry.com/addpodcast.php• iPodder: http://www.ipodder.org/hints/new• Lisn.cc: http://www.lisn.cc/upload• Podcast Directory: http://www.podcastdirectory.com/submit-your-podcast.html

After you submit your podcast• All podcasts submitted to iTunes are moderated. The process can take

up to 10 days, though most submissions are approved within 3 days and on occasion only a few hours.

GET SETPLANNING -RECORDING

Planning• Plan your podcast in an excel document (e.g. Podcast Schedule

Example.xlsx).• Work on themes, titles, invited speakers, confirmed speakers, deadlines,

publishing dates and structure.• Work 2 podcasts in advance.• Work with producers to gather contacts and chase. (max 4 people in 1

session)• You can record in person or over the phone (phone has less quality)• Send out calendar invite Podcast Calendar Invite.docx• Book room/studio (NOT 4.4 – sound quality is terrible)

Recording• Use the Handy Recorder + mics.• First thing you need to record are the standard intro and outro. For this,

you will need a script and audio options (use free BenSound, which you must quote in meta data). Make these perfect sound quality and in content/music.

• When you record the session, brief the guests about:• Relaxing – this is not a formal interview, but a snappy, upbeat chat.

Jokes are welcome!• If they make any blunders, they can be eliminated. If so, stop,

break and nod at producer. TBC…

GET SETAUDACITY – META DATA

• Make sure you have enough batteries, and some spare. Check throughout.

• Make sure you have enough memory on your SD card. Once you’ve finished recording, download to H: drive and delete on SD card.

Audacity• Import intro, outro, main recording and any sound effects into

the same window. These can be manipulated differently, but saved into 1 audio file.

• Save as WAV filed, AND project (this will save all tracks individually so you can go back and edit)

• Send to team to edit/cut for final version.

Meta Data• Title• Tags in track: InsurTech, Insurance, Technology, FinTech, Financial

Technology, (names of participants)• Description: copy• Author: InsurTech Bytes• Copyright: © 2017 FinTech Futures All Rights Reserved

GOGOING LIVE -DISTRIBUTION

Soundcloud• Upload to soundcloud, using all the meta data, images and information

Articles and embedding• Create article on community and embed the soundcloud file:

https://knect365.com/fintech/article/c7e7c741-1e2a-4d3d-b86e-bddccd5a12ec/insurtechs-next-frontier-tackling-commercial-lines

Syndicating• Write articles from the piece that are editorial, thought leadership

where possible Templates_InsurTech Bytes• Send to media partners using embedding code if possible:

http://www.bankingtech.com/817092/podcast-five-steps-to-reinventing-insurance/

Distribution• Content newsletter for each episode• Episode announced on community and event home• Create 10+ tweets per episode with interesting facts/quotes

Templates_InsurTech Bytes• Twitter cards created; PPC Templates_InsurTech Bytes• LinkedIn card created; PPCTemplates_InsurTech Bytes

TBC…

GODISTRIBUTION -ANALYTICS

• Team distribute over LinkedIn• Banking Tech to distribute (alongside interview) • Media Partners to distribute (alongside interview)• Finovate to distribute (alongside interview)• Google ads PPCInsurTech Bytes Marketing Strategy.docx

Analytics• Make a report that states stats over 1 and 2 months. SpEx might make

use of this in the future to sell to.Templates_InsurTech Bytes\InsurTech Bytes Report 2017.xlsx

STOPSPEX

How to get your podcast sponsored?• Define format of sponsorship:

• Sponsor entire series and branding?• Sponsor 6 months of series with 1 advert/episode or /month• Sponsor episode with participation on a panel (e.g. webinar)Q: How much for each package? How should we make SpExunderstand this better?

RESOURCES• Podcasting Manual by Blubrry:

https://create.blubrry.com/manual/ (great step-by-step guide)• Hosting and distribution tips:

http://transom.org/2016/podcasting-basics-part-4-hosting-distribution/

• Top apps to populate: http://podcast411.libsyn.com/directories• Submitting your podcast RSS:

https://www.youtube.com/watch?v=u7AjfWS1z1Y• Soundcloud’s tips: https://help.soundcloud.com/hc/en-

us/categories/115000675187-Podcasting• Sponsoring podcasts: https://www.eofire.com/podcast-

sponsorships/