Since the onset of the pandemic in the U.S., data from Acast has shown that podcasts aren’t just for your commute to work. In this episode, Tess Neudeck, Marketing Marketing, Americas for Acast, and Emily Binder talk finding guests for your show, the future of podcasting, and how to monetize your podcast.
Guest: Phoebe Mroczek of Unbecoming Podcast and New To (Austin) Podcast
Topics: Podcasting, the business of podcasting, entrepreneurs, consulting, brain picking (ugh), commitment, intimacy through audio content
Phoebe Mroczek hosts Unbecoming Podcast and New To Podcast (a show about moving to Austin)
Hear Phoebe and Emily discuss:
Podfading - the overall mortality rate of podcasts or “podfade” comes in at a remarkable 50%
Phoebe Mroczek is a podcaster and marketing strategist who helps online entrepreneurs create a profitable business that is an honest reflection of who they are and what they want most.
She is the host of Unbecoming, a podcast and nationally-syndicated radio show that helps entrepreneurs release the judgments and beliefs holding them back from living a more meaningful life. Her show reaches 350,000+ listeners per month from 40+ countries, 16 AM/FM stations in 20 cities nationwide and across 20 Internet platforms.
She built and ran a six-figure online marketing business for several years before realizing that her real passion was in helping entrepreneurs amplify their message and have a greater impact by being more of themselves.
Phoebe believes that while what we do in the world is important, we’re meant to do so much more in life than just work. As an curious explorer and recovering perfectionist, she’s traveled to 65 countries on 6 continents, been cage diving with great white sharks, camped in the Serengeti and motorbiked across 15 countries in Europe.
Emily Binder interviews Phoebe Ohayon, an Audio Branding Strategist and Audio Designer in Amsterdam with a background in audio engineering and branding. Phoebe helps brands prepare for a sound and voice-activated future. With her voice-first audio branding approach, she helps brands and companies who are creating voice experiences and want to use the power of audio (voice, music, and sound) to design the best customer experiences.
Topics:
1:53 Audio design and strategy for voice technology / voice assistants
3:00 How to start with sonic branding - research is first: brand orientation session
4:20 From auditory perspective, perception matters for brands who will communicate with voice more as time passes
4:55 Where do you start with creating brand voice?
8:30 Emotional impact and perception of brand
8:50 Even programming the sound of “Hello” is complicated
9:50 Customer-first design
9:55 Design bias (Apple Health app initially lacked menstrual tracker)
10:20 Inclusive design - VUI has an opportunity
10:34 Confirmation sounds vary by nationality and auditory history
10:55 MasterCard’s new audio logo is internationally sensitive
12:10 Auping bedtime skill on Google Actions
13:25 Create a coherent strategy for all touch points to create brand preference and trust
Join us at VOICE Summit 2019! Phoebe Ohayon, Audrey Arbeeny, and Emily Binder speak July 25, 2019 on the Sonic Branding panel. See more: Emily Binder - Speaking.
Mentioned:
More about Auping Bedtime Skill (Google Action - Dutch version):
On October 24, Google launches the Dutch version of voice assistant Google Home. For this smart speaker, which can instruct the user and ask questions, Dutch bed manufacturer Auping developed a so-called 'Google Action'. Auping has developed this Google Action together with voice specialists from Mindshare and Greenhouse Group Conversational .
The soundscape
The story is being narrated by Birgit Schuurman, a famous Dutch actress and singer, who also narrated the Auping commercial. Not only did this create a great connection to the commercial, but she also turned out to be a great fit for this story. A warm and pleasant voice, perfect for narrating a children's story.
-https://www.themarketingtechnologist.co/auping-bedtime-story/
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What makes a great Flash Briefing? Daniel Hill, creator and host of The Instagram Stories Flash Briefing is our guest. Daniel and Emily Binder, creator and host of Voice Marketing - Daily Beetle Moment Flash Briefing discuss the top five tips for creating a popular Flash Briefing.
Why Daniel has the #1 Alexa Skill for search term “Instagram”:
“Others were doing similar things [marketing tips for small businesses] on Instagram, but no one was doing it on Alexa.” -Daniel Hill
Length - 10 seconds, 90 seconds, or 3 minutes? Daniel suggests a longer briefing than Emily. It depends on your content.
Don’t waste time on your intro and outro. Use markers. (Emily uses Pippa - click here for a $25 Amazon Gift Card when you sign up for a year of audio hosting). Include sonic branding - be consistent.
Schedule / cadence - how often to publish your Flash Briefing?
Make a commitment.
How many days per week? 5 weekdays, or all 7 days? Should you publish on weekends? Whatever you do, be consistent and let listeners know what to expect. Listenership for Flash Briefings diminishes on weekends but you may want to post at least one or two weekend posts for the ones who stay engaged (Daniel). Consider a weekend edition (something short and simple).
Survey your listeners: Daniel used a Google Form, created a bit.ly link to it, and announced it on his briefing - and he gave away an Echo to incentivize listeners to take the survey. Batch record - don’t leave this until the night before (Emily). Daniel: Fresh news briefings require recording daily most of the time. Consider recording early after the gym or whenever you feel most energized. Listeners can hear fatigue in your voice.
Content: what to talk about?
Daniel: It has to be newsworthy.
Emily: Don’t be obvious and basic. Don’t make a briefing about something basic.
Add value: “What do I know that other people don’t?” And add your take on the news you share. Example briefing (share news, give take) below or click here.
What to name your Flash Briefing:
Daniel: Look for a name or word people are talking about. Capitalize on popular search terms because this platform is so uncrowded.
Emily: Look at Google Search Trends or Amazon’s list of top product searches. https://twitter.com/emilybinder/status/1117167808851382274.
What’s the point of your briefing?
Emily: Public speaking should make your audience feel something, remember something, and do something. Look at your briefing as a body of work over time. You need a central theme or idea that is the backbone of all your content.
Daniel: Make a Flash Briefing that is niche: example: not just fishing, not just deep sea fishing, but Sustainable Deep Sea Fishing!
Daniel Hill is obsessed with figuring what grabs people's attention and holds it. What makes someone tap the "like" button or double tap on a picture? What makes someone post the crying emoji or share a post with their private text message group? Daniel currently works at Columbia University Medical Center and runs DanielHillMedia, where he teaches small business owners how to use Instagram. He hosts an Instagram podcast, called "The Instagram Stories", and launched the first Instagram Amazon Alexa Flash Briefing Skill where he gives daily news updates and answers questions. You can find him on Instagram @danielhillmedia.
The Instagram Stories Flash Briefing
Twitter and Instagram: @DanielHillMedia
