Top 30 on iTunes in 60 Days
0:22 A quick background on the DSA Radio Podcast Case Study
0:47 The “WHY” behind DSA’s podcast
1:32 Podcast as a channel to engage and educate
1:48 Content Maximiser’s role
2:33 The importance of content calendar
3:26 The secret project management tool we use
3:58 The podcast workflow
5:27 Why we create multiple content formats?
6:50 The results
7:47 Key metrics we look for in social media channels
8:57 Want to podcast – check out how we can help you
Result within 60 Days
- Top 30 on iTunes under the Career section of News and Noteworthy
- 975 Facebook Likes
- 1500 podcast downloads
Results within 30 Days
- 32,000 reach on Facebook
- 5,300 engagements onFacebook
0:22 Today I want to talk about a case study on podcasting. And the one that we’re going to talk about will be the DSA Radio Podcast. So I’m going to go through why they decided to create a podcast channel, what did we do for them, how did it happen, and results that came out of it; which is actually quite incredible, within the 60-day period.
0:47 So let’s start off with why did the DSA decide to launch a podcast channel? One of their focus in 2016 and beyond is to promote the industry. The association has always been focusing on protecting and promoting the industry, but with the shift of promotion first and while they’re still protecting, there’s an emphasis on getting the message of the industry out there and we feel that podcast is a great channel for them to get involved in and also potentially to dominate. So, like I said, the first focus of why they want to have a podcast is to promote the industry.
1:32 The second thing that they want to do is to educate the public about the values that this industry represents. And finally, it’s to produce valuable and useful content for the field distributors which is one of their target audience.
1:48 So what did we actually do to achieve these goals that the association has?
Well, what we did was we started off with providing and working together with them on a strategy and a framework for the podcast. We were very clear on the goals that we want to achieve. So we need to have a strategy for that. As part of it, what we did was we help them to come up with 12 months’ worth of weekly topics. The topics need to be interesting and engaging and useful for the target audience. So what we did was we focused on personal growth and mindset topics that are useful in building a direct sales business.
2:33 What we then do was help them to create a content calendar so that they know what to follow and you simply do it on a weekly basis. As part of those topics because the style of the podcast is of an interviewing style where they interview a nominated leader from each of their member companies. We need to come up with useful and insightful questions for each of those topics. We assist them with them as well.
And then we also helped them to set up with the technology and the equipment, having the right platforms, setup correctly, tagged properly, especially with keywords, etc, and also the physical equipment used; what types of microphones, what type of apps, cameras. We also helped them with the equipment and the technology.
3:26 And then finally, we also set up a project management tool which is a cloud based tool so it gives them visibility on where everything is at. And the tool that we use is called Trello. It comes with a mobile app, an iPad app, as well a desktop application so you have got visibility on where everything is at and it’s a tool that both the DSA and us, Content Maximiser, use to manage all the digital assets that come out of this channel.
3:58 So what happens when they actually create the podcast?
Basically, how we work with the DSA is that, they arrange the interviews with the different leaders from different companies. They will conduct the interview and then once the interview is done, they simply put the raw audio file into Dropbox and we look after the rest. And the things that we do for them, in terms of post-production, is audio editing, so we will actually edit the audio. We will put in the bumpers, intro and outro, the background music so that it sounds really professional; which is really important because it’s got to do with the branding and the image of the industry.
Then, we will create time stamped teasers, little teasers so that when people read it they go, “Hhhmmm… this looks really interesting” and they actually want to listen to the podcast.
4:57 The other thing that we do is we create tweetables so that – these are little shareable quotes that can be shared on Twitter. Once again, it’s just really about helping that particular episode to get more shares. And we transcribe it. Google loves text based content, content that is over 1,500 words, those really get Google’s attention so by transcribing the podcast, it has great SEO value.
5:27 In addition, not everyone likes to listen, some people actually like to read, so we are not dictating the format that people consume the content. So having the interview transcribed means people who likes to read can read.
5:45 And then what we also did was we created images with these – with each of the episodes. We create an image for the title of the podcast so that when it’s shared on different social media platform it is visually engaging.
What we also do is that we create another image using quotes. So we get quotes or the tweetables from the podcast and we create an image out of that. So once again, that can be shared on places like Instagram, Facebook, Pinterest, etc. so it’s about creating content that is from the field itself.
Then what we do is we publish all these content on their website. The website is like the central hub. Everything starts from that place and then we push it out to different platforms. So we publish this content on the website and then we syndicate the audio on iTunes, Stitcher, and Soundcloud. And then once that’s all done, then we will promote it on different social media platforms such as Facebook, Twitter, and LinkedIn.
6:50 So with all these going , we are now 60 days in so what has been the results I found?
Well, they have now reached to the Top 30 on iTunes under the career section for New and Noteworthy. This is determined by a few different algorithms on iTunes so we’re really excited that they have achieve that status and that’s even before we put emphasis on promoting the iTunes channel itself. So far we’ve been promoting it – promoting the website page where that podcast is located.
7:31 Next step now is to go into the strategy of actually promoting the iTunes channel and the goal is to get it beyond Top 30 and more than just the Career section. So, we’ve got big goals for this channel.
7:47 Also in terms of social media, on Facebook we are just under a thousand likes on Facebook and we have got 1500 podcast downloads so far. So we are quite happy with the results considering that we actually haven’t seriously been pushing the podcast side of things. This is just the day in – day out things that we did, rather than actually putting a promotion strategy or executing the promotional strategy. So that’s in 60 days out.
In terms of the last 30 days of this case study, on Facebook, we have so far reached 32,000 in the last 28 days and in terms of engagement, we’ve got over 5,300 engagements. So that is just under a 20% engagement which is one of the key metrics we look at when it comes to Facebook. Likes is great, but to get people to engage so therefore it means, commenting and sharing, those are more high value metrics that we look at when it comes to Facebook.
8:57 So here is a quick case study of the DSA Radio Podcast. If you want us to help you to create a podcasting strategy to reach your target audience and to engage them, then feel free to reach out to us and we will be more than happy to help.