Podcasting Essentials

A podcast produced in-house for a medical organisation has commanded a huge following and accolades since its debut in June 2015. Produced by Mic Cavazzini, Pomegranate Health is a podcast for the Royal Australasian College of Physicians, a member association representing 25,000 medical and trainee specialists in Australia and New Zealand.

The podcast won the Career and Industry category at the 2018 Australian Podcast Awards, and its production quality has been compared with Radiotopia and NPR. Mic explains why podcasting is particularly beneficial for a member association to engage with its members and as a convenient channel for continuing professional development.

Pomegranate Health
https://www.racp.edu.au/podcast

Royal Australasian College of Physicians
https://www.racp.edu.au/

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Increasing numbers of thought leaders are using podcasts to engage more deeply with their audience and to help build their person brand. In this episode, Chris Ashmore hears from six thought leaders about why they have chosen podcasting to grow their tribe.

Chris also highlights some branded podcasts we've been working hard creating recently:

Paper Cuts
https://www.officeworks.com.au/workwise/grow-and-lead/listen-now-paper-cuts-podcast

Big Sis Pod
https://omny.fm/shows/big-sis-pod

More information about our speakers

Zoe Routh
http://www.zoerouth.com

Travis Bell
https://www.thebucketlistguy.com

Cat LeBlanc|
http://catleblanc.com

Mel Kettle
https://www.melkettle.com

Sally Foley-Lewis
http://www.sallyfoleylewis.com

Andrew Ford
https://www.socialstar.com.au

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

What should a brand think about before starting a podcast? What are some good examples of branded podcasts? What’s the future of podcasting and what is a good audio strategy? Those are just some of the questions we ask American podcast expert, Evo Terra, who co-authored the original Podcasting for Dummies. 

Co-hosts Chris Ashmore and Nick Schildberger also examine Google and its new dedicated podcast app for Android devices. How does Google’s ambition to accelerate the growth of podcast consumption in the next couple of years going to affect brands? 

Presented by Nick Schildberger and Chris Ashmore.

Evo Terra
https://podcastlaunch.pro

Choiceology
https://www.schwab.com/resource-center/insights/podcast

James Cridland’s take on Google Podcasts launch
https://bit.ly/2IXPlQU 

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

To help position himself as a leader in the field of customer experience, RateIt’s CEO Michael Momsen teams up with Wavelength Creative’s Adam Jaffrey to produce Customer Experience Leaders, a fortnightly podcast to unpack the best practices in customer service.

Michael says podcasting is like what Instagram was when in the beginning - if you jump in now, you can build your influence in the burgeoning medium. Podcasting over time, he says, is a particularly useful tool to grow a loyal tribe of listeners; and it allows you to connect with influencers in your market.

Presented by Nick Schildberger and Chris Ashmore.

RateIt

rateitapp.com 

Customer Experience Leaders podcast

https://itunes.apple.com/au/podcast/id1289289138?mt=2&ls=1 

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Loop11 is a company which offers tools to test your website's usability and navigation functionality. With such a niche product, how does the team at Loop 11 manage to create a buzz around what it offers? You guessed it — via a podcast!

Produced by Loop 11's Product Head, Ben Newton, True North branded podcast for Loop11 has steadily built quite a following of dedicated fans. It’s a high-quality UX and Design podcast which tells the stories about design teams, innovation and problem-solving from around the world. 

Presented by Nick Schildberger and Chris Ashmore.

True North
http://www.truenorthpodcast.com  

Loop 11
https://www.loop11.com 

Australian Podcast Awards
https://australianpodcastawards.com

SEGMENT: WHAT HAVE YOU GOT?

Article: Inside The New Google Podcasts Strategy That Could Double Audiences Worldwide
https://blog.pacific-content.com/exclusive-inside-the-new-google-podcasts-strategy-that-could-double-audiences-worldwide-b556cdc26e43 

Outcast app
https://outcastapp.com/

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Phil Sylvester is a former TV producer and FM radio broadcaster, who has brought his talent and skills across to World Nomads to create the company’s podcast.

Brilliantly produced, Phil explains how it is helping the company achieve longterm goals of market awareness. Phil discusses the podcast’s production quality and has advice to other companies looking to get involved in podcasting.

Presented by Nick Schildberger and Chris Ashmore.

World Nomads
worldnomads.com

World Nomads podcast
worldnomads.com/explore/podcasts/

NEW SEGMENT! WHAT HAVE YOU GOT?

Listen Notes
listennotes.com

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Fertility treatment specialists, Genea, took a punt commissioning a podcast series to inform its target market of young couples on the process of IVF treatment. Genea’s Head of Brand and Marketing, Nicole Papoutsis, explains why the gamble has paid off, as they company has noticed an increase in clients using its services since the podcast’s release.

Nicole explains the unique advantages podcasting brings to a company’s marketing mix, and provides insights in Genea’s involvement in the making of the series. 

Presented by Nick Schildberger and Chris Ashmore.

Genea Australia 

genea.com.au 

Modern Babies podcast 

genea.com.au/my-fertility/why-genea/podcast/episodes 

Strange Bird podcast featuring Guardian Mobile Innovation Lab's interactive podcast player

gdnmobilelab.com/strangebird

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

A not-for-profit organisation has found that podcasting is a powerful way to spread its message with new audiences. Australian Prescriber Podcast is a new podcast to complement the journal of the same name. Its reach is in the tens of thousands; and, after launch, it soon was elevated to Apple’s New & Noteworthy section.

Funded by the the federal Department of Health, NPS MedicineWise publishes the peer-reviewed national independent journal of drugs and therapeutics, Australian Prescriber.

We hear from Fiona Mackinnon, Producer of Australian Prescriber podcast and Deputy Editor of Australian Prescriber Journal, about the rewards podcasting has brought to its communication strategy.

Before that, co-hosts Nick and Chris discuss the Google Home Mini and how, after sorting out some teething problems, Chris managed to work out how to listen to his favourite podcasts.

Presented by Nick Schildberger and Chris Ashmore.

More Information

NPS MedicineWise
https://www.nps.org.au

Australian Prescriber
https://www.nps.org.au/australian-prescriber 

Australian Prescriber Podcast
https://www.nps.org.au/australian-prescriber/podcast

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

One of the most effective tools to promote your brand is podcasting. In this special episode we hear from some of the most respected voices in commercial podcasting. What makes it so attractive for audiences? How do you make a good one? And why are organisations embracing audio content now to engage more effectively with consumers? 

We provide case studies of Australian brands which understand the unique pulling power of podcasting, including GE with its podcast Decoding Genius, fertility clinic Genea and its utility-based audio content Modern Babies, and online media network, Mamamia, which continues to expand its plethora of podcasts.

We uncover what podcasting is all about, why it provides an authentic and sincere voice for your brand, and how to get your target market to discover your content. As more people habitually consume podcasts, the opportunities audio content provides businesses and other organisations is huge.

Our list of speakers include:

Corey Layton, Whooshkaa
Kylie Rogers, Mamamia Women’s Network
Bec Kempster, Digital Strategist
Nick Quah, US Commentator
James Cridland, Radio Futurologist
Peter Gearin, Brand Tales
Sharon Taylor, Omny Studio
Courtney Carthy, Nearly Media
Joanne Woo, GE Australia
Rob Walch, Libsyn
Josh Butt, Modern Babies
Andrew Sidwell, Content Strategist

Our timeline of topics:

0:00 Introduction
1:07 What is podcasting?
2:48 Why is podcasting so attractive for audiences?
5:22 Why brands are finding podcasting effective.
8:13 A case study of Decoding Genius, a GE-branded podcast.
10:18 Mamamia’s embrace of podcasting.
11:36 How podcasting is an authentic and intimate form of story-telling
12:47 Podcasting’s ROI
15.33 Utility-based content for brands
17:32 How do you make a high-quality podcast?
21:00 An amplification strategy - how do get people to listen
22:03 Final thoughts

More Information

Decoding Genius, a 6-part podcast from GE
https://www.gereports.com.au/decoding-genius-podcast/

Mamamia Women’s Network
https://www.mamamia.com.au

Modern Babies, a utility-based podcast for fertility clinic, Genea
https://www.genea.com.au/my-fertility/why-genea/podcast/episodes

TGIM (Thank God It’s Monday), Shopify’s branded podcast
https://www.shopify.com.au/podcasts/tgim

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Podcasting is proving to be a valuable tool to engage audiences on a much deeper level. Newspapers in particular are using podcasts to initiate a stronger conversation and explore issues in more depth than the written word. We hear from Katie DeFiore of Pennsylvania State University on how its newspaper is using podcasts to better connect with those on campus.

And, we learn of a new tool to allow your audience to interact with your podcast, by asking recorded questions to the host or the podcast’s guests. It’s an Australian-made app called VoiceByte, as CEO and co-founder Michael Fenech unravels the benefits it can bring to deeper audience engagement

Presented by Nick Schildberger and Chris Ashmore.

More Information

Voices of Penn State
http://www.collegian.psu.edu/multimedia/podcasts/  

VoiceByte
https://voicebyte.com 

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.