We don’t need to tell you how much podcasts are booming. They’re a fantastic way to innovate and expand your communications and reach out to new audiences. You’ve may have a favourite podcast that you listen to regularly or might not know anything about podcasting at all. The question is, is a podcast right for your organisation? Here are our top questions that you should be asking yourself before you start.
This might seem an obvious question, but it’s amazing how often this is overlooked. Any piece of content has a purpose, whether it’s providing knowledge, telling a particular story or as part of a wider campaign. Podcasts take time and effort to get right, and any organisation should be really clear on why they want to dive into the world of podcasting before they start out.
As a charitable organisation, you already know all about targeting particular demographics. Apply this same kind of thinking to your podcast- who do you want to listen to it? Who you’re targeting will change the content, guests and maybe even host of your podcast. For example, if you’re mental health charity targeting 16–25-year-olds in Yorkshire, then you’re probably going to want to include guests, hosts or both who have lived or professional experience of what you do/what issues you tackle.
According to Statistica, the age of people who listen to podcasts is overwhelmingly under 35. That’s not to say that podcasts aren’t consumed by all age groups, but this is worth bearing in mind when you’re deciding whether or not to have one. For example, if you want to target people over 80 who care about environmental justice, then a podcast probably isn’t the right medium to go about reaching them because this age group typically doesn’t listen to podcasts.
Charity Digital have a fantastic article about how to keep your content audience focused. This is brilliant additional reading and it applies to all kinds of content, not just podcasts.
According to Podcast Insights there were over 2million podcasts globally in April 2021. That’s a lot of noise flooding the airways! To stand out and get people to listen, you’re going to need a way of sharing your podcast with the world. For large organisations that have a healthy social media following, it’s easy to share your podcast across these channels. However, if you don’t have a huge social media following, you might need to get creative with your tactics. This could include getting your well-known patrons to share it on their channels, or even ask organisations that have similar aims and objectives as you to share your content.
Podcasts are also incredibly cross-pollinating. One of the best things you can do is have someone from your organisation appear on other people’s podcasts. Building that relationship will help your own podcast gain listeners and grow.
Good podcasts need work. Alongside the technical elements of recording and editing, there needs to be time put into planning, arranging guests and all the other elements that come with the podcasting territory. At Charitable PR & Podcasts, we offer a full podcast production service that guides you through each stage of the process from initial planning to what a hosting platform is and how to use one. We even offer a small number of organisations the chance to create their own free podcast episode!