Here at Jack-All we are pioneers of all things video… but what about audio? Video may have killed the radio star but there’s a new fella on the scene and podcasting is taking over. Jack-All are fortunate enough to have in house experts who can record, edit, script and develop podcasts but what about everyone else? We’ve laid out some advice and tips about where to start with podcasting and why you should definitely be integrating one into your marketing strategy.


So, why Podcast?

 52% of people listen to podcasts while driving

46 % while traveling

40% while walking, running or riding a bike

The ability to successfully multitask is one element that makes podcasts universally popular. From 3.2m in 2013 to 5.9m in 2018, the number of weekly podcast listeners has almost doubled in five years. Podcasting seems to have the priceless ability to create an unusual sense of intimacy with the listener, something that becoming increasingly lost within big budget campaigns and video. As opposed to audiences watching 3 seconds of a video, adversely 85% of people who listen to podcasts listen until the end and the average 45 minute podcast starts with a 90 second advert.

 90 seconds.

 And people are *actually* listening.

The unique element of the podcasters reading out adverts in a personalised manner makes it much more difficult to skip, so people are riding out the adverts, engaging with them on a much more personal level. Marketing GOLD.

How to Podcast?

With around one in five (18.7%) now listening to podcasts every week, your audience is there but where do you start?

Jumpstarting your own podcast (whether personal or professional) takes time, effort and dedication. It can seem a little daunting: from purchasing the right equipment, to finding the space to record and then of course the most time-consuming element- the edit.

Much alike our good friend video, audio needs expertise to come across professional and to be effective. People can tell the difference between poor quality audio and high end sound. It might take some planning and expert execution but the figures are speaking for themselves in terms of outcomes.


The run-down for starting your own podcast:


People usually believe that if their concepts are original enough, the podcasts will deliver themselves. Wrong.  You need to plan your podcast carefully, making sure it’s giving something to its audience as opposed to clearly being churned out solely for marketing purposes. Podcast listeners are savvy and the competition is high so you need to make sure you’re delivering consistently high-quality content and as a rule, podcasting should be as regular as possible (once every two weeks) if you want to keep your audience interested and engaged.  


When we say “script” we don’t necessarily mean a physically scripted podcast. An overly scripted audio or video is usually obvious, so not only will it be extremely time consuming but probably somewhat detrimental to your overall production. Instead it’s a good idea to create a regular structure to your podcast so that you have some set pillars to make sure you don’t get carried away on a long tangent and end up spending an inordinate amount of time editing the audio.

Talking into Mic is much more difficult that perhaps is expected. Remember to consistently direct yourself to your marketing or business persona. The intimacy of podcasting suits a more conversational tone, so if you’re using your podcast for marketing purposes try to stray away from too much jargon or preaching about your own products/services.


In terms of microphone you can go as basic as a computer with a built-in mic but as a rule of thumb the lower quality the equipment, the lower quality the sound. Simply USB microphone setups can generally give great results if you go for the right mic, plus it saves investing sums of money on equipment you’re not sure will work. We usually recommend the Senheiesser PC8 and as the best way of taking off your podcast and building your following and brand awareness. Once you’re up and running there’s plenty of higher quality mics available on the market or you can outsource your recording equipment from a reliable audio expert.  


Additionally, to your USB microphone you’re going to need software that can record and edit the audio. There’s an excellent free programme called Audacity that is suitable for all basic podcasting needs or Adobe Audition. Often the editing process is where people find themselves getting most lost, or spending most their time- especially on something that is often deemed as a side project. Potentially it’s more cost effective to use an audio technician who’s going to charge a reasonable rate but ultimately save you time. (SHAMELESS PLUG IN).


It’s usually a good idea to build up some social media traction surrounding your podcast before you release the first episode. Starting a social media campaign to boost your audience before you release the audio is usually the most effective strategy. When delivering as well it’s important to remember small details such as the podcast notes where you can give a description of each episode and also include any links that you mention in the audio.


We love podcasting and could discuss audio editing for some many hours but we wont bore you. If you need any additional information, advice or you simply want to get your PODCAST,PACKAGED by us get in touch for some free advice or for us to package your podcast from £99.

Words: Colette Kellgren-Parker

Website: Jack-All Productions

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