The way we Built the Strategy for Our New Flagship Podcast

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You did not think we’d start a podcast network  without a new HubSpot show, did you?

We’re capable to announce our new flagship podcast, The Wring Up , featuring comedian Alexis Gay  and Venture Capitalist Brianne Kimmel. It’s produced by Senior Maker, Matthew Brown plus brought to you by the HubSpot Podcast Network.  

The particular Shake Up   offers business leaders unfiltered insights into companies that dared to be various. Alexis and Brianne talk with business leaders from disruptive businesses like Square, Day-to-day Harvest, and Nerdwallet about their opportunities and go-to-market methods.

Sounds pretty cool, right? Well, now we’re going to inform you how we did it, including:

  1. Our planning process
  2. Developing the format of the show
  3. The particular structure of a effective podcast team

Let’s dive in.

Listen to the Shows in HubSpot's Podcast Network Now

How Can We Much better and Different?

Once we know our company objective, audience, and budget we attempt to put together a show concept that will resonate with our audience and help us hit our own goals.

To achieve that, we needed to understand what our audience is listening to today.

According to Chartable, you will find over 8, 334 branded podcasts upon Apple Podcasts.

While we couldn’t audit all of them (we’re only human), we all did want to be familiar with tactics used by the top podcasts in the business classification. So , we did an audit.

We evaluated twenty high-performing business podcasts and gained five insights.

  • Male Voices:   87% of the hosts were male.
  • News & Commentary:   18 away from 20 podcasts supplied commentary on industry news.
  • Broadcast Communications : Very few shows used audience engagement strategies to connect the target audience with the hosts.
  • Business & Academic:   The tone from the shows was lackluster and many used lingo.

This audit gave us the particular context to determine our strategy.

How would the show be better and different?

business podcast differentiators

  • Diverse Sounds: A commitment to diverse voices across hosts and guests.
  • Research & Stories:   Concentrating editorially on appropriate stories with added depth.
  • Audience Engagement:   Featuring our hosts and applying tactics to engage the audience on social media marketing.
  • Company & Entertainment:   We do not have to be boring and unfashionable to talk company.

These became our editorial guidelines for the rest of the display.

Deciding on the Show Format

Next, we arranged our show structure.

There are a few common podcast formats that have the ability to grow an audience.

  • Interview:   A show type that brings on an professional guest for a Q& A.
  • Chat Cast: A co-hosted format where serves provide commentary plus criticism on a selection of topics.
  • Debate: A co-hosted format where hosts get one side of the argument. Debating the reality, figures, and views on a given topic.
  • Story: The journalistic-style podcast which includes research, scripts, along with a strong storyline.

After exploring numerous formats, we proceeded to go with a hybrid file format — Chat Solid + Interview.

Bringing together the energy of a chat cast with all the expertise of an job interview.

Small sample Episode topic: Why Is Every Company Instantly A Media Business

Section 1: The Context

In the starting segment, our co-hosts will provide context plus talk through several fun facts and stats about the episode topic

Ex. ) HubSpot obtained The Hustle

Segment 2: The particular Debate / Talk about

In this section, we’ll give our hosts a series of questions on the topic and questions we are showcasing for some off-the-cuff opinions on both.

Ex. ) Should a lot more SaaS companies follow suit? What happens to media companies in case all companies are press companies?

Portion 3: The Job interview

In this segment, we’ll bring on the company leader of the company/topic we are discussing to have the real story behind the decision and the additional decisions that have produced them successful.

Ex. ) Kipp Bodnar about the Bustle Acquisition

Finally, we had to figure out the way we were going to make this particular thing.  

Your  Podcast Team

To build the high-quality podcast, you have to invest in a team.

There are countless issues that need to happen in the making of a display. We have broken down individuals responsibilities into 8 core roles, yet there are often groups of much more, and there are also teams of much less who are doing 3-4 jobs every:

  1. Executive Producer — The showrunner. Head of operations, creates a vision for your overall show, leads pre-production through post-production, and manages the particular staff and logistics.
  2. Senior Producer — Establishes articles and narrative arc for each episode, writes and edits the particular scripts, coaches the particular host, manages the production calendar, research, preparation; as well as produce interviews, tape edits, and does preliminary sound style.
  3. Producer — Booking, research, job interview prep, transcriptions, edits tape, creates describes, and works on scripts.
  4. Editor   — Oversees the development of tale ideas and gives important feedback on story frameworks and scripts.
  5. Web host — Storyteller who designs the show by means of their editorial decisions and personality. They will prepare for interviews and write / modify scripts.
  6. Managing Producer —New podcasting development and develops management processes/paths essential for a successful program.
  7. Engineer —The initial and final remain in the production process. Generates the soundscape for your show by editing and mastering audio to create a seamless hearing experience.
  8. Editorial Director — Shapes the vision plus leads all planning and execution with regard to podcasts. Drives the creative conception from ideation to delivery. Collaborates with firm leaders on submission.

This listing does not include the people involved outside of podcast creation, including the creative team involved with making promotional assets, the individual responsible for the communication plan of the show, and more.

Another layer of difficulty here is the decision of whether to build the team in-house or search for a podcast creation agency that can fill up these roles to suit your needs.

Resourcing has been one of the biggest challenges in the creation of The Wring Up. We’ll allow you to behind the scenes on some of our decisions:

  1. Internal or even external talent designed for hosts : A number will make or break a podcast. Simple as that. They can either draw an audience in or push them aside. We had a very specific vision for the hosts of our show and therefore, we chose to lead an external search for skill. We chose Alex and Brianne because of the combination of dynamism and experience, among other things.
  2. Hire a sound engineer or bring in an agency: Engineers perfect the sound of your show. Because of the quality of audio we wanted for this show, we made a decision to bring in an agency because of the heavy expertise of their team and the assets they have for the work.

We were also lucky enough to have a Older Producer, Matthew Dark brown, on staff, that has won awards for previous shows such as the Growth Show.

So if you are looking to invest in a team to create podcasts, utilize this list as a starting place to gain an understanding of the different moving parts, and carefully think about the decision of hiring for these roles, or bringing in some external help.

But the list is just a starting point, and if there’s anything that we can recommend about podcast creation, it’s the quote from Lao Tzu, “There is no greater danger compared to underestimating your opponent. ” And your challenger, in this case, is the amount of work involved in creating a display.

Invest in the resources to do it correct, and understand that it requires a village.

What Are You Waiting For?

Pod-casts aren’t a new medium, but they are having a flash.

  • Spotify offers heavily invested in the particular podcast portion of their own platform, striking special deals with podcasts like The Joe Rogan Encounter, and designing an overall total rehaul of the podcasting UI.
  • Statista predicts the industry may have a CAGR associated with 17%, reaching 164 million listeners in america by 2023.
  • Apple, not to be outdone, is making a bet on  podcast subscriptions.

Will podcast marketing turn out to be as standard as content marketing? May having a podcast turn out to be as ubiquitous since having a blog?

Time will inform, but it’s crystal clear that this is the “wave” that many podcasters predicted.

At HubSpot, we have chosen to make investments heavily in press going forward, and podcasts are a large section of that strategy. The particular HubSpot Podcast System and The Shake Up are the first parts of that.

In case, after reading this, you decide to invest in building a single, here is a checklist you should follow:

  1. Establish your audience plus their problem.
  2. Decide if a podcast is a good medium to provide a solution to that problem.
  3. Audit the podcasts in your target space, figure out how you may be better and different.
  4. Propose the style and format of the show.
  5. Create a podcast team: sponsor, producer, sound engineer.
  6. You’re away from to the races.

We are incredibly proud of the hard work that will went into launching The particular Shake Up. Pay attention to it here on your favorite podcast platform.

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