Podcast Audiograms

Promotion and branding are key in ensuring that your podcast can effectively reach its audience. With so many podcasts available, however, simply sharing episodes and posting images is often not enough to make a podcast stand out.

As the gap between the audio and visual aspects of podcasting gets smaller and smaller, audiograms are a great way to create highly engaging content that will drive more traffic. This post will cover what makes audiograms so essential and some practices for making them discoverable and captivating.

What is an audiogram? 

Simply put, an audiogram is a video made from a static image layered with audio tracks, soundwaves, and text to create a engaging asset for your podcast.

They will normally contain your podcast artwork, an audio snippet as well as sound waves or subtitles.

The combination of these visual and audio elements creates an intriguing and easily shareable clip for different kinds of marketing platforms. Audiograms go beyond a still image or text link and they are highly associated with podcasts, allowing them to further capture the attention of desired audiences.

Take a look at an audiogram from an episode of the NHBF Shines On podcast.

What makes an audiogram effective? 

With the nature of podcasts rooted in high-quality audio first content, creators may face challenges when trying to promote their work to potential followers and keep current ones engaged. Additionally, a lot of popular online sharing platforms such as Youtube, Instagram, Facebook, and Twitter prioritise visual content over audio. 

Audiograms have proven to serve as attention-grabbers that will boost engagement. For example—in a study carried out by Headliner—audiograms generated five times more traffic compared to static images when a podcast episode was shared on Facebook. Not only did the number of impressions increase, but the click-through rate quadrupled and the cost-per-click was $0.08 for audiograms compared to $0.42 for the static image. Another study by the New York Public Radio in 2016 concluded that “the average engagement for an audiogram is 8x higher than a non-audiogram tweet.”

The importance of video for promotion cannot be ignored—and for those who do not have a video podcast—audiograms are an invaluable asset that creators should have in their arsenal. 

Need help making audiograms to successfully promote your podcast? We’ve got you covered. 

How to make audiograms for podcasts

The steps for making a podcast audiogram are really simple! First you need to select which platform you’d like to use to make the clip.

There are a number of different tools on the market but some of our favourites include Headliner, Riverside and Wavve.

Then all you’ll need to do is:

1. Upload your audio file.

2. Select an engaging clip from your show

3. Choose a design.

4. Download your mp4 video and upload to the social media channels of your choice!

Best Practices for Audiograms - Tips and tricks

Aside from the essential podcast producer’s checklist and the plethora of programs available to make audiograms, there are certain things that one needs to keep in mind to fully take advantage of them. Thankfully, you do not have to be a professional graphic designer or coder to make audiograms, but make sure to take these tips into account when you create them.

To transcribe or not to transcribe? 

Although audiograms can be made without captions, it is highly recommended that transcriptions and subtitles are not only present but also well-timed and accurate.

People scrolling through their feeds may not recognise that an audiogram is meant to be listened to—especially on social media platforms like Facebook and Instagram where videos are muted by default.

Findings by Tubular Insights indicate that around 80% of people will be more likely to watch and listen to a clip if it includes captions. Including well-made and correct captions will only improve the quality of audiograms. It’s a must do!

Audiograms’ Length and Dimension Considerations

Since the purpose of audiograms is to serve as short, enticing clips to capture the audience’s attention, their ideal length is between 30 and 60 seconds. It is possible to make full podcast episodes using an audiogram, which could be posted on your website or YouTube. However, be aware that audiograms that are too long may lead to your audience scrolling away. 

In regards to audiogram size, we recommend the following three dimensions for different mediums. 

1. Square (1080px by 1080px) - Used for Facebook and Instagram feeds. Specifically for Facebook, square video works better than landscape as it covers a larger portion of the screen on a mobile newsfeed. 

2. Vertical (4:3 or 1080px by 1920px) - Used for Instagram Stories, IGTV, TikTok, and Snapchat. 

3. Widescreen/landscape (16:9 or 1920px by 1080px) - Used for YouTube and websites.

Selecting the Right Visuals 

Making an audiogram stand out visually is key to audience engagement. In general, images with people in them tend to do better, as they can increase conversions by up to 95% according to entrepreneur Neil Patel. If you have a duocast or podcast that often features guests, including an image of the person or the group may be a solid choice. 

On the other hand, you can still make an image for your audiogram without a person on it. Using colour schemes that suit the podcast cover, different audiograms for every episode, and sound waves that match the speaker’s volume and pitch are important factors that can transform an audiogram from good to great.

Elevate Your Podcast Promotion and Marketing Strategy with Audiograms

Overall, audiograms are a fantastic way to make your social media presence stand out, as well as to drive traffic and clicks to your podcasts. Although they are one of many ingredients in the ideal podcast marketing mix, the rise of integrating video into podcasting makes audiograms a must for any promotion strategy. 

Started making audiograms but need a more comprehensive and dynamic marketing strategy for your podcast? Take a look at our promotion packages or directly reach us via contact@messageheard.com

Why an Internal Podcast is the Best Next Step for Your Team

Podcasts have been surging in popularity due to their ability to inform, entertain, and reach a wide variety of audiences in a convenient yet compelling manner. Most podcasts tell stories for the general public, but companies have started to use them internally for their teams as well—why?

The key difference between internal podcasts compared to public feeds is that publishers can provide access to episodes to specific people—such as employees and executives of a company—through a private link or server. 

Would your company benefit from starting an internal podcast? Here are three reasons why having a podcast may prove useful for your business. 

1. A central and accessible point of communication

We all have those days where we open our devices with too many emails and Slack messages to read and respond to, followed by countless meetings to attend. If communication is an area that your staff is struggling with or ignoring at times, an internal podcast could provide a fresh and new approach to communicating with employees in the following ways:

• According to psychologist Albert Mehrabian, 7% of all communication takes place through content and words, whereas 38% through tone and inflection. Thus, the vocal aspect of podcasts can be a powerful tool to emotionally connect with employees through in-depth explorations and conversations, ensuring that they retain more of what they hear along the way. For instance, it is much more difficult to tell a funny or inspiring anecdote in an email or intranet message as it does not pack the same punch and style as verbal communication.

• On-demand listening at all times and places: One of the biggest advantages of podcasts is that they can be accessed immediately or saved for later, tailoring to each individual’s schedule and needs. Employees can listen to them while commuting to work, performing chores, or running errands to name a few—providing convenience and reducing screen fatigue. 

• A podcast can be as long or short as desired depending on what needs to be communicated—what matters is the content! Whether it be a daily briefing or a longer dive into a specific branch of the company, podcasts are suitable for your specific requirements.

2. Endless possibilities and flexibility

Not only do podcasts come in all lengths, but they are effective for a wide array of purposes and needs. Here are some common uses of internal podcasts that you could implement in your own company:

• Onboarding: Communicating the company’s mission, vision, and values to new employees. Founders can also share their stories, provide a glimpse of company culture, and let employees know that they are welcomed and supported from day one. 

• Bridging the gap between executives and employees: Especially in vertically structured companies, employees may feel out of reach to those higher up in the organisation. By having the CEO host or regularly appear as a guest on an internal podcast, employees will feel more connected to the leadership and the company as a whole.

• Communicating internal change to ensure that everyone is aware of what is happening inside the company and if they need to take action. 

• Updating employees on relevant industry trends and developments so that they are well-informed. 

• Sharing accomplishments, history, and stories: In any organisational setting, sharing successes and recognising those who are performing well is crucial in motivating and making employees feel valued. Podcasts can give people a platform to share their achievements and what they have learned along the way, encouraging a positive and inspiring environment.

Different types of podcasts require certain formats to fully maximise their effectiveness.

Unsure about what format your internal podcast needs to reach employees and provide the best experience? From recording by yourself to a fully guided, immersive, step-by-step process, we can help you get started. 

3. Enhancing company culture and measuring engagement

Culture is at the heart of what a company does and how it carries itself on a daily basis. For instance, Inside Trader Joe’s—a podcast that started internally but soon expanded to the general public due to its popularity—dives into the company’s beginnings, culture, and unique processes. Platforms like email, Zoom and intranet software may be the standard, but they do not reveal and effectively display workplace culture. Hence, having employees and higher-ups share insight about your company emphasises its vision and priorities, adding to the desired culture and atmosphere. 

Additionally, internal podcasts can allow companies to track engagement among employees. The nature of podcasts offers more engagement than traditional communication channels, and you can take it a step further with podcast analytics that give you specific information about who is listening along with the type of content that resonates the most among employees. Through a combination of these insights and feedback from employees, internal podcasts can be used as a tool to uncover pressing matters and see ways in which a company can adapt for the better.

The Bottom Line: 

Communication is often an overlooked aspect within companies. Internal podcasts are a vibrant and flexible way to keep people updated and involved regardless of experience or position. Especially with remote becoming more prevalent in the workplace, an internal podcast might be what you need to ensure that people are connected and always in touch with your company’s culture and values. 

Need help getting ideas running or transitioning from newsletters and long videos to producing the best podcast for your company?

Check out our complete range of production packages or reach out via contact@messageheard.com.

Your One-Stop Guide to Recording Your Podcast Remotely

After the pandemic, organising podcast recordings from the comfort of your own home has become the norm. Some of your favourite podcasts might even be recorded under a stuffy blanket or in a cramped closet.

So what do you need to think about when recording a podcast from home? Here are some of our tips for making sure that your makeshift podcast setup is still able to impress and engage audiences.

Getting the perfect audio from home

Sound quality is more important than you think. We’ve written before about how important good audio is.

In fact, a study from 2018 by USC and the Australian National University shows that bad audio can even lower the credibility of your podcast.

So if you are producing a branded podcast – or a podcast where it’s important to build trust and authority in a certain field –  make sure you have quality audio.

Don’t skimp on high-quality gear. For crisp audio, you’re going to want to invest in a high-quality microphone. On the lower end of the price scale are microphones for about 80 pounds, whereas good microphones can cost anywhere upwards of 400 pounds.

The right environment is also important. Sitting in an echoey room is detrimental to audio quality. There is a reason podcast hosts record from inside closets or under blankets. You want to avoid hard surfaces and empty space to minimise as much echo as possible.

Once you’ve honed your sound, you can expect listeners to slowly start growing.

 

Want to record your podcast with professional gear, a producer and zero hassle?

We got you.

We can take care of the whole thing and leave you with the best audio-quality podcast possible.

How to record a podcast from different locations

Recording with a co-host

If you are creating a podcast, you might want to consider getting a co-host. For casual, conversational podcasts, the friendly co-host dynamic can make listeners feel like they are a part of the podcast friendship (what listener doesn’t appreciate a para-social podcast relationship?). 

For informative podcasts, having a co-host is a great mechanism to pose questions and provide answers in a way that sounds natural.

Also, hearing two voices helps add variation and makes the podcast more interesting from an audio perspective, which can draw listeners in as a result. 

But difficulties might arrive. When recording a podcast from 2 locations, make sure that you have properly planned the recording.

If you have especially good chemistry, it can be easy to speak over each other enthusiastically when you’re sitting in two separate locations. Establish rules about making sure to let someone finish their sentence – your producer will be thankful for it.

Make sure both hosts have put in the work. It’s important to make sure that both parties have planned the recording and gone through the planned episode you’re about to record beforehand – even if the podcast is not scripted. This will help you stay on track and save your producer lots of editing time in the long run.

Make sure that you have all the tech gear set up, and do a soundcheck before you get going. Of course, a lot of this is up to the producer. You can read more about all the things for a producer to keep in mind in our Producer’s Checklist post.

Recording with a guest

Make it easy for your guest. If you are recording with a guest in a separate location, make sure that they have technology that will work easily for them, using the apps and devices that they might already have at home.

While it’s always good to tell them to record the conversation on their end, the internet can always be spotty, you don’t want to rely fully on their audio recordings.

Always make sure you have a backup, and a way to retrieve the recording even if the internet fails you, or if you have a flaky guest who has stopped responding to your calls.

Consider their safety. If you have an interviewee who is sharing confidential information, use end-to-end encrypted messaging platforms to share information.

Scheduling

Make a schedule – and stick to it! Make sure to factor the time difference if there is any, and always call a little earlier to set up the gear.

For interviewees, give them a certain time to choose from for the recording, and send a reminder a day beforehand to make sure that they remember.

Of course, once the podcast is made, you want people to listen to it. Message Heard can help you level up your podcast and get it to reach your target audience.

And if you’re fed up recording under a hot blanket and editing your own show, the Production packages are a great way to make sure your podcast has flawless production.

Want to work with us?

Reach out via contact@messageheard.com with your ideas and questions!

Should You Pay to Make Your Podcast?

Are podcasting services worth it?! It’s a great question.

According to Sounds Profitable, there are around 2 million podcasts out there – and that number is growing! With this, there is also a growing number of podcast fans. The desire to create your own podcast for your brand might be greater than ever, too.

The world is changing, and it often feels unstable, but smart businesses are investing in marketing that will make their customers stick around – no matter what. And podcasting is just that.

But, there are a lot of things to consider before you start recording. This is why we don’t encourage you to just grab a mic, set up in your kitchen, and start recording – the quality, narrative and overall experience will suffer.  So, if you are wondering whether paying for podcasting services is going to be worthwhile, here are a few more questions to help shine a light on the importance of making your podcast the very best that it can be.

Question 1: Who is your podcast for? What purpose does it serve?

Is it for your friends? Or for potential clients? While there’s a stereotype about podcasts being a few people having a chat, this is only one way of thinking about the craft of podcasting – one that serves friends more than it does potential clients.

Podcasts that resonate beyond a friendship circle often do so because they are easy to follow, they provide value or insight into a topic, and therefore aren’t totally off the cuff. They’re a cultivated conversation – and they can take a variety of other formats. A conversation is just one option. So the first question to determine is who the intended audience is, and the purpose behind your potential podcast.

Professionals trying to speak to other professionals, or hoping to engage potential clients, need to give the right impression. You need to create a lasting relationship with your clients. And you know what they say: you only get one chance to make a good first impression! Ensure that yours meets your offering and level of expertise by cultivating the right quality. Podcasting is an extension of your brand identity – it is your brand’s voice. Make sure you cultivate an identity people want to engage with time and time again.

Question 2: What quality level does the podcast need to meet?

Following on from this, quality becomes the key to unlocking the right tone. This is because we can all tell when a podcast has been recorded in someone’s kitchen – it will be echoey, low quality, there might be background noise, and so on. None of this screams ‘quality’!

Quality comes from having the right equipment and knowledge. But investing in all your equipment upfront is a cost, and it’s hard to recreate a quality-controlled environment if you’ve never had one before. Doing this yourself isn’t as straightforward as it seems, and professional podcasting as a service means your gear is sorted for you – not just mics and headphones, but editing and mixing, too!

The quality of podcasts out there is only getting better all the time. Audio quality can be a big factor in whether people listen to the entirety of an episode or not. It’s a steep learning curve – and this takes time and money to do yourself.

 

Do you need help with making your podcast the absolute best that it can be?

Check out our podcasting services to get started on the right foot.

Question 3: What is your budget?

We have written before about budgeting. Budgeting a podcast can be tricky and require buy in from stakeholders if you really want to make your podcast a success. But ‘cost’ can come in a few different ways – what would be the cost of a podcast that doesn’t sound great? Or a podcast that just never finds an audience? How much time will you spend creating something that doesn’t quite work?

Time, equipment and knowledge all come together to make for a great outcome. While you might be willing to front the cost of a lot of fancy equipment, the execution and expertise of using this is a time-consuming and costly factor to overcome.

You may think you saved money by cutting some corners, but no DIY project is ever really free. A professional editor can make the recording and editing of your podcast easy so that you can focus on the more important part of the process – finding great stories to tell and speaking with your audience.

Question 4: What are you hoping to achieve with a podcast?

We believe in the power of a podcast to do big things for your brand. According to the Australian Radio Network’s Neuro Lab, listeners experience a 134% uplift in memory for audio content, when this is delivered across two or more listening channels (like radio and podcasts, for instance). This means that relying only on one format really puts your brand at a disadvantage.

So, what are you hoping to achieve? What are your goals? And how serious are you about reaching them?

Once you have created a podcast, the hardest part of the project will be to get it out there into the world, in front of the right listeners. This can involve transcribing your podcast, creating audiograms, the right descriptions, and much more. These parts of the process aren’t usually the ones you might think about in the excitement of creating something new – but without them, the goals of your podcast will be hard to meet.

If marketing your podcast is sounding like a lot of extra work, we can help!

Find out more about our marketing services.

A podcast might seem like just another way of marketing a product or service, but it can also be a lot more. With the right help in creating and marketing your podcast, the right people will hear it and you will grow your network, your community, the trust and awareness of your brand, and make sure people stay loyal to your brand.

Reach new demographics, new clients and new listeners by engaging professional podcasting help.

Want to work with us?

Reach out via contact@messageheard.com with your ideas and questions!

5 Steps to Getting the Most Out of Your Podcast Interviews

Are you having a guest on your podcast for the first time or just wondering how you can give your guests the best possible podcast-recording experience?

We got you. Here is 5-step guide to getting the most out of your interview with a guest…

Step 1:  Establish a relationship

Building a rapport with your podcast guest before they appear on your show can be hugely beneficial. Establishing this relationship will make your discussions flow naturally during recording, and perhaps even allow for them to provide you with more intimate details.

How can you do this? Have a few meetings beforehand, where nothing is recorded, to eliminate any first-encounter nerves!

Step 2: Ensure you are representing your guest responsibly

It’s important you are aware of your responsibility as the host of your podcast, especially in representing your guest.

This can be ensured by first following Step 1 and then making sure you let your guest correct themselves if they wish to do so. You want to create an open and welcoming environment so more guests want to take part in your podcast!

Do you like this advice? You might also like... The 5 ways to grow your podcast in 2022.

Step 3: Provide an opportunity for self-promotion

As a show of thanks for having an individual come and feature on your podcast, giving them an opportunity to promote their own current endeavours is a great way to show your gratitude. It’s simple — this way, you are both benefiting from the arrangement!

Also, your guest will then also be more likely to spend their time recording with you, if they get to say their piece, too.

Step 4:  Utilise open questions, and let your guest use them too

Open questions allow for a much smoother conversation and can prevent any discomfort when recording. So, questions that will only give you a ‘yes’ or a ‘no’ response should be avoided; your listener will be able to tell if you have had to edit a lot out.

Depending on the theme of your podcast, having a guest speaker on will either take the form of an interview or a casual conversation. If yours is the latter, let your guest ask you questions too! Your listeners will only appreciate a greater understanding of their favourite podcast host.

Do you want us to help you with your podcast?

Check out our production services to get started!

Step 5: Promote, promote, promote

With the added influence of your guest, this provides an opportunity for a larger audience to be at the receiving end of your promotion. Furthering your reach in this way will help grow your podcast. If your guest has a different kind of audience to your podcast’s listenership, optimising your guest’s capabilities could expose your show to an entirely new demographic, too!

Think big and feature your guest heavily in all of your promotion, including tagging them on social media where their fanbase might see them.

If you want to more about podcasting for your brand, check out our other blogs…

And if you are curious about working with us, reach out or email us at contact@messageheard.com

How Much Branding Should My Podcast Have?

We believe in the power of branded podcasts. It takes multiple factors working together in harmony to create a successful branded podcast. But how much branding is too much branding?

Why brand your podcast?

Branding your podcast is a chance to increase the awareness around your brand in an engaging way. There are many strategic benefits to creating a podcast for your brand, including:

• Reaching a whole new audience

• Networking with key people in your industry (or other industries you want to associate with!)

• Adding flexibility and adaptability to your marketing strategy

• Growing the reputation of individuals within your business

• Making the most of your existing content strategy

• Connecting more authentically with your audience

… Amongst many other benefits.

All this hinges on creating a podcast that holds an audience – that is coherent, easy to follow, enjoyable to listen to, and which deliver on its promise to entertain or inform (or both!). That means that there’s a balance to be found. You want to let the world know about your brand, but overdo it and you might just end up driving listeners away instead. So, how do you strike the right balance?

How to maintain your branding balance

1. Always lead with the story, not the sales pitch!

While having a podcast can do a lot to teach people about your business and what it offers, the people listening to your podcasts aren’t just there because of your brand – they’re there to hear your story!

This is because a podcast is a storytelling method that can be personal and authentic – hearing a voice speaking directly to you is inherently connective. It’s an opportunity to teach, inspire and entertain.

Trying to sell your product or service too often in your podcast is bound to get tiring to listen to, and is likely to be ineffective. After all, podcast listeners have really good recall of your business or brand – they’re more likely to engage with your brand, resonate with your content emotionally, and remember your story long term. That means that you don’t really have to keep hammering home on the hard sell. Telling a great story will do all the selling for you.

So, remember that branding in your podcast should be secondary to the amazing stories of your company, or the inspiration behind your podcast. You are storytellers who are explaining the story of your brand, rather than advertisers selling a product. Show off your company in your introduction within the podcast itself (i.e. by saying “this podcast is brought to you by…”), your outro and through any promo codes you might share.

Do you need help branding your podcast? Check out our ‘Press Play’ package that will make sure your podcast is up and running with a cohesive message throughout.

2. Keep the visual branding connected – but separate

It’s good to use elements of your branding in your podcast – think colours, style, fonts, etc. However, it’s not always good to slap your logo and brand name as front and centre on your podcast’s visual assets.

Maintain a sense of your branding without the podcast looking like a repeat of your website or other visual presence. After all, a podcast is a unique medium – treat it like one!

You don’t need to mention your brand too often – either visually or audibly – for the podcast to resonate as being a part of your brand. A great example that we’ve helped to create with Buffer is the Small Business, Big Lessons podcast. You can see that the podcast is related to Buffer, but it isn’t the overwhelming message – the podcast is a distinct offering that sits alongside the wider brand strategy.

3. Plan for the long term

Brands change over time, and podcasts are growing in both their audience numbers and the creativity of the stories they can tell, every day. By viewing your podcast as a long-term component of your brand strategy, you ease the need to keep hammering home about your brand right now.

After all, with time will come new ideas, new stories to tell, and more chances to keep offering your audience the information and/or entertainment they are looking for, that will successfully introduce your brand to the world. Space out your branded moments, and focus on long-term value over the temporary sell!

There you have it – some ways to keep the brand in balance, while delivering great podcast content.

If you’re looking for more personalised advice on how your brand can use podcasting as part of its marketing strategy, get in touch with us now.

Should You Convert Your Blog into a Podcast?

Branded podcasts are on the rise. Not just terms of active listeners, but also in the number of shows being created and shared. Currently, 6.5 million adults in the UK are listening to at least one podcast a week. This means that if you’ve been sticking to blogging up until now, you might be missing out on one of the best ways to tell the world about your brand or business – podcasting.

But is it as simple as turning your blog into a podcast series? And what would this involve? In this article, we unpack what you need to know to ensure a smooth transition blogging to audio.

5 top reasons to convert your blog into a podcast

 

1.     Repurpose for smart and efficient content production

If you’ve already got your content production down in words, you’ve got the material you need to get started. Why not make more of your knowledge and insight, and repurpose? It’s an efficient way to take your content and stretch it further.

Using existing blog posts as a basis for a podcast comes with a few caveats, but it can be a great way to start fielding ideas that you know your audience is interested in. It’s also a great way to get more engagement from your existing content as research show that 80% of listeners will complete an entire episode, or most of an episode. This means that if you’re struggling to get readers to the end of an article, it could be a good alternative.

2.     Expand your audience in new directions

Appealing to a wide range of people means tapping into different channels to reach them. By the end of 2025, it’s predicted that there will be over 144 million monthly podcast listeners in the US, with an average listening time of 23 minutes a day.

Listeners are diverse, but almost half of all listeners in the US are under 35 years old. This is great news if you’re looking to target a younger audience. Equally, half of all listeners have a full-time job and an income between US$100-150k. They have the purchasing power to really make an impact on your business.

3.     Increase brand recognition and accessibility

While blogging is straightforward, it’s only one way of telling the world about your brand. Not only is audio more accessible for many who may not have the time or desire to read through long texts online, but it also adds a far more personal touch. When we hear a voice, we have an opportunity to connect in a more friendly, intimate way. Personalise your brand’s offering through a branded podcast that will create opportunities for your audience to really get to know the people behind the name.

Many podcast listeners also enjoy their favourite episodes while doing other tasks – like commuting, or household chores. Podcasts are easy to listen to while completing other tasks and are totally portable, making them a great medium to improve the accessibility of your message. Offer your audience a branded podcast that fits in with their everyday life. 

4.     Explore new storytelling possibilities

While a blog can be easy to access and create, there’s only so much you can do when it comes to telling your brand’s story in words. What new storytelling options might you unlock with a podcast?

With a variety of formats and genres out there, branded podcasts open up space to consider what new stories you’ve got to offer the world. We’ve talked before about the various formats you might consider for your branded podcast – including the solocast, the documentary, the interview and even the fictionalised podcast. There are no limits to the creativity you can use to share memorable stories.

5.     Create more memorable content

And speaking of memorable, did you know that audio is 36% more memorable than video? This means that investing in audio can offer a far more memorable message for your listener, over investing in other media. If you’re wanting to send a message to your audience that will stick with them, turning your blog into a podcast can be a great way to go.

The sticking points: What to be aware of when converting your blog into a branded podcast

Keep it professional

Because of the sheer number of podcasts out there, anything that doesn’t sound slick and put-together is going to stand out – for all the wrong reasons. A third of listeners will stop listening if they detect a podcast is low quality. That means there’s no room for bad sound quality, dodgy editing or disjointed episode structures.

An experienced producer can make all the difference. We have the knowledge to ensure your podcast passes the quality test.

Take a look at our branded podcast production packages to find out more about how we can help give you a consistent, quality result in audio format.

Know the medium

If you’ve never made a podcast before, you might struggle to create something that really maximises the medium. While your audience might be excited by the pivot, podcasts and blogs appeal to different people in different ways. In other words, you can’t just read out your blogs and call it a podcast!

If you have tried to dabble in podcasting from a blog already, but are noticing that your output isn’t quite translating, you might not be maximising the new medium.

Our Power Up package is here to offer your branded podcast the boost it needs to really make sure it reaches your audience in the right way.

All in all, we’re biased when it comes to the power of the podcast – but the stats are here to back us up! Though podcasting is an effective medium for telling your brand’s story, it’s also a crowded marketplace.

Make sure your podcast stands out from the crowd with the right production, strategy, and delivery methods in place.

Get in touch to learn more about how we can help turn that blog into a whole new listener experience.

5 Ways to Grow Your Podcast in 2022

Last year all of us were thrown out of our comfort zone. We were pushed into another year of a pandemic, an unpredictable work-from-home schedule, an uncertain social calendar… and yet, something good came from a year of change, too. We all grew. We became more resilient, we took the time to listen and to reflect.

And as a company, we know we couldn't have grown without you.

Here are 5 tips that will help you grow your podcast, too.

1.     Speak to the press.

Media coverage always helps and in 2021, our shows saw their best year yet! Finding Natasha reached you through ringing endorsements by The Week, The Mirror, Daily Express, Daily Record, The Guardian, Ok Magazine, FT and BBC Radio 4 and we cannot wait to see what next year brings as we continue to focus on finding new listeners across different platforms.

Our tip: Spend at least 60% of the time you spend on production on your marketing. Marketing your podcast is a big job, but trust us, the results are worth it.

2.     Submit your podcast to awards.

Official recognition gives your podcast authority on the subject. We loved working on Untold Killing with Remembering Srebrenica that won the ‘Best Commercial Partnership' and 'The Impact Award' at the ARIAS 2021. Same goes to our partner Buffer and the Built to Last podcast that was honored at the Webby Awards. Thank you for voting, we are beyond grateful for your support that allows us to make shows we genuinely love.

Our tip to you: ALWAYS submit your show to awards. It helps to keep a calendar of all the times different awards open for submission and you will never regret being recognised for your hard work!

Do you need a marketing boost for your podcast?

We can help – check out our Amplify package that will get your podcast’s audio ad on the world’s most popular shows.

3.     Be proud of your numbers but don’t focus on them.

What matters more is the community you build around your podcast. We are very proud that Conflicted has now reached over 1 million listeners worldwide, but we certainly could not have reached that number without the community we built. The community is what grew our numbers and we invested heavily into building that bond.

Our tip to you: Remember that social media is a great way to engage your existing audience but not always the best way to find a new listener. Engage the listeners you already have and they will bring you the numbers that you aspire to see in your analytics.

4.     Build trust.

The reason why most of us love podcasts is because they are very personal. The act of listening to someone through your headphones feels intimate and for people to listen to you, they need to trust you. Through our diverse slate of shows and media coverage, we have made some incredible friends in audio. In 2021, we produced podcasts with Audible, amongst many other companies, and their trust in us is the greatest compliment.

Our tip to you: Don’t be shy about showcasing what you made. The quicker people can recognise your show, the more trust they will have. Shout about your podcast from the rooftops and then let your listeners do the talking for you.

Do you want to get your message heard?

Find out more about how we work with top brands to make their podcasts and reach out now to get started on yours!

5.     Keep going!

The Edison report that just launched its UK Infinite Dial this year reported that the UK has completely caught up with the US in its listenership. This is huge news, and it means podcasting has so much potential. The industry is booming and the best thing you can do right now is to keep your podcasts going.

“41% of the UK population (16+) listens to podcasts every month - around 23m people. The data is directly comparable to the US (41%), Canada (38%) and Australia (36%)"

The Infinite Dial 2021 UK

Our tip to you: If you have a long-running show, why not split it into seasons? This will help you catch a breath and give you space to include any of your listeners’ feedback into your feed.

Thank you again for growing with us this past year, and we cannot wait to see podcasting further grow as an industry in 2022!

Want to start working with Message Heard to grow your podcast? Find out more by getting in touch today.

FAQ: How Long Should My Podcast Be?

Welcome to the second in our FAQ series where we lay out simple, practical guides to the most commonly asked questions from our podcast production clients.

Question: How long should my podcast be?

Answer: As long as it is good!

As simplistic as this may sound, the truth is that there isn’t a magic number to hit or a particular length that will transform your podcast into a success. However, there are some simple questions you can ask to help you figure out exactly what the optimum length should be for your podcast. In this article, we share those questions to help you get closer to hitting the right podcast duration!

What is the industry standard? 

While there’s no silver bullet, there are some helpful industry standards that can help you set some benchmarks and inform the choices you make going forward. Those industry standards are that:

1. The average length of a podcast episode is 36 minutes and 34 seconds as reported by Pacific Content in 2019

2. The majority of podcast episodes out there are between 20 - 40 minutes according to Buzzsprout

3. As of 2019, podcast episodes are only getting shorter, not longer!

While these can be good to note, there are plenty of successful podcasts of all shapes and sizes out there that flout the rules. There are ultra-short podcasts like The Best Advice Show, right up to marathon listens like Hardcore History, whose latest episode runs for over 5 and a half hours! One of the most successful podcasts out there, the Joe Rogan Experience, has an average run time of over 2 and a half hours.

So, what makes these shows work? Their runtime is both purposeful and intentional. This is the secret to a balanced episode length that gives your audience just the right amount of listening time. Now, let’s go into more detail about how you can determine a purposeful and intentional runtime for your own podcast episodes. 

Best practices when determining your runtime

Question 1: When will people be listening? How much time will they have in that context?

In other words, is your podcast perfect for a 5-minute breather in the middle of the day, for a commute, or is it better for a long drive? Consider the location and timing of the listener. Think about when and where your listener is likely to want to listen to your podcast episodes, and use this to determine a few benchmarks. 

Question 2: Is it about the journey or the take-away for the listener? 

This is about the purpose behind your podcast. What outcome do you want for the listener? If it is about giving them key information or a takeaway in a digestible way, you might consider a shorter run time. If it is more about the unfolding of a story and the journey through that story, you might need more time to unpack things. 

Question 3: How much budget do you have? 

Naturally enough, longer run times mean higher production costs. Take for example things like studio rental, edit time, and the cost of having a producer on board during the recording. For more insight into budgeting your podcast, take a look here.  

Question 4: How much time does the host have for recording and prep? 

Another important practical point: If your host has other commitments, consider how best to use their time. If they are tight on availability, it is better to spend time preparing than recording aimlessly for 3 hours. Be aware of how much prep is likely to be needed, how much time they’ll have to put in, and then how much time you have to record. This will all impact just how much can go into a final episode edit. 

Question 5: Does your host sound better with more space or tightened up? 

Some presenters sound better when they are given the space to ad-lib and go off-script - they might want to exert their creativity, and may benefit when given space to play. 

Others excel when delivering within firmer guidelines - including some scripted parts, or even if they simply know there’s a limit on available time. The former may mean you need a longer run time to really get the most out of this host. 

Question 6: How long has your podcast existed?

It’s worth noting that most successful podcasts that are longer than one hour per episode have been around for a long time, too. So, as a rule of thumb, we don’t suggest going for over one hour of runtime, unless there is a really specific, intentional reason to do so. 

Having said this, we do also suggest that you think creatively about how to make every second of your podcast really count. You may need to build up to longer episodes with more of an audience and budget behind you, or this may never really be necessary. Consider the value of every moment that goes into that final cut!

There you have it - some clear questions you can use to determine how long to make your podcast. If you’re still not sure or are looking for a second opinion on maximising the value of each episode, Message Heard can help. Get in touch with us at contact@messageheard.com or by clicking here.

The Ultimate Podcast Producer Checklist

Your guide to everything your producer is thinking about during a recording. Spoiler: pressing record is just the start…

Our clients often tell us that they have a lot of anxiety around the workflow of a podcast production. We totally get that! You’ve never done this before. 

Think of it this way, just like you get to work and check your to do list, our producers have their own little checklist. 

Remember: Their number one job priority is making you and your podcast sound good! 

To alleviate some of your concerns, we’re going to give you a sneak peek about the things they are thinking about so that you don’t have to!

The Producers Checklist

These are the questions every producer worth their salt should be thinking about the whole time during a recording. 

These are the questions every producer worth their salt should be thinking about the whole time during a recording. 

• Do you sound good? 

  • We make sure that the mic is set up and working fine. We also guide the wider set-up to make sure you are sounding your best. 

• Is your energy up?

  • The mic and producer pick up what you don’t. Authoritative, enthusiastic, conversational - whatever energy you are going for, the producer will be looking for this throughout the performance and giving you prompts when needed. 

• Are we recording! 

  • Gotta have that one. 

• Is the guest all set-up and ready to go? 

  • Where applicable, the producer will also be checking in on all of these points for your guest also. 

• Are you sticking to the script and hitting the key points you’ve planned for? 

  • It can be easy to lose sight of this when you are in the hosting seat - the producer will be across this and guide the conversation when needed. 

• Are they going off-script or ad-libbing? 

  • This can be great - but the producer needs to make sure you are staying on message!

• Are you saying the right words and the correct words? 

  • These sorts of slips are really tricky - and sometimes impossible - to fix in the edit!

• Are you speaking clearly and explaining yourself well for your listening audience?

  • This is crucial. Your producer acts as the listener’s proxy whilst you are recording. They will be listening out for comments that need expanding upon or to be made clearer, like industry jargon or unfamiliar acronyms. 

• Should you ask any additional questions for clarity or rephrase?

  • A second opinion is always helpful, isn’t it? Again, your producer is representing the listener during the recording - they will be able to catch anything missing. 

• Did you capture the recording?

  • VERY crucial.

As the host or guest, recording is your time to enjoy and have fun. The hard bit was done in the prep… and the rest… your producer is in charge of. 

If you are interested in working with a podcast producer to level up your podcast, get in touch contact@messageheard.com.