For most of us, it started with Paul Harvey. Paul Harvey had one of the most distinctive voices in radio, and our parents and grandparents listened faithfully. Back in the day, that meant that we listened just as carefully. His voice was not necessarily rich or full, it wasn’t forceful or authoritative. It was distinctive in cadence. He would pause where others would not think to pause. He would inflect where others would opt for monotone. His signature ending, …and that’s the rest of the story… was never said with the same emphasis in the same place. And he was legendary.
Video Killed the Radio Star
But then, the popularity of the television set and technicolor mesmerized the nation. Why listen when you can watch and see and be mesmerized by sitcoms or documentaries? And ever since, video has been king when it comes to content. Long-form informational video, and short-form entertainment and both monetized for marketing purposes. The digital marketing world feels like it has been around forever; take that as you will. However, it is still a fledgling industry, a billion-dollar fledgling industry. It will never stabilize because it always looks for the next big thing. It rides trends like an amateur surfer rides an outgoing tide. There are no definites, and anyone who tells you there is, well, they are trying to sell you something.
Why the Podcast is Different
So why should you invest in the podcasting trend? That’s a good question. Here is why Caledon Virtual has chosen to invest in a strategy designed for our clients who are interested in exploring this avenue:
Podcasting is a two-fold opportunity.
Your content can be your investment or you can invest in someone else’s content. The most attractive option is doing both at the same time.
People are loyal to a podcast in a manner that they cannot offer loyalty to video.
A short-form video might be a great marketing tool to catch the attention of a random viewer here and there. But a podcast delivers information that people will talk about with people they know. And while a video might go “viral,” the chances of an informational video designed to advertise a service going viral are slim to none.
Podcasts are episodic and can be listened to as a stand alone informational or entertainment concept, and the listener can depend on more content, either previously or coming in the near future.
A high quality podcast costs a fraction of the cost of a high quality video. Production and editing are more affordable for audio only than for audio and video.
The visual design used to promote a podcast is a one-time investment and can often utilize existing assets such as business logos or professional headshots.
Your listeners can be invited to interact with you in a more personal way.
Invite them to send their questions on your Facebook or Instagram account. Ask what they want to know about and take their suggestions for topics for future podcasts.
Long-form or short-form is not a commitment-based structure in podcasting. The content as well as the length can change from topic to topic without jarring the listener.
Podcasts are passive media in direct opposition to video, which is active.
For example, you can listen to a podcast while safely driving a car. Like radio, the passivity of podcasts means that they can be suggested to people without directly mentioning them. Businesses are opting for podcasts over music to be played as background noise because on the off chance that shoppers or consumers are listening, they will stay in the business to continue to do so.
Is it Difficult to Create a Podcast
No, it is not difficult to create a podcast. It is, however, tedious if you want your podcast to sound and look and give the impression that it is a high-quality podcast. Caledon Virtual’s Speak Up strategy makes it easy for our clients to host a high-quality podcast with a minimal time investment. From content creation, titling, icons, production, music, mastering and platforming, Caledon Virtual is ready to help you launch your podcast and reach your potential patients on a whole new level.
In all honesty, the most difficult part is content creation. Unless you are gifted as a natural conversationalist, you will want to have content that sounds conversational but also professional pre-written before you record. That is why a huge part of the Speak Up strategy is focused on creating a content calendar that runs for one year. The content calendar is created in a planning meeting with you and your practice manager or other key players in your practice.
The content calendar is fluid and can be changed at any time. Episodes can be swapped out for topics that are more trendy or of the moment, but the goal is always to create three episodes ahead. This gives time for approval and production tweaks without deadline pressure and stress.
If you are interested in finding out more about Caledon Virtual’s Speak Up strategy or want just to learn more about podcasting and sponsorship opportunities, contact Caledon Virtual today for information.