Audio is a content category most marcomms pros know they can’t ignore, yet it still feels foreign compared to, say, social media strategy. As such, we hosted a webinar on how to capitalize on the audio media boom with Nayeema Raza, executive producer and co-host of New York Magazine's Weekly Interview Podcast, On With Kara Swisher. Nayeema shared insights on what pitches get podcast producers’ attention, what she looks for in a guest and what not to do when prepping a client for an on-air appearance.

The takeaways:

• Considerations for adding podcasts into your marcomms mix:
  • There’s a big difference between giving a quote in a print piece and bringing a client on for a substantive conversation on a podcast format
  • Podcasts are the right format for a conversation when there is enough to dig into
  • There’s a lot of tone, tenor and substance in a conversation that might not come through as clearly in print
• Podcasts reach a particularly engaged audience; when listeners are tuning into a podcast, they are committing their time (whether it’s one hour or multiple times a week)
• What Nayeema looks for in a podcast guest that can be applied to other shows:
  • Someone who is going to have a distinctive POV and has something relevant to say in the current moment (this doesn’t necessarily need to be a news piece)
  • Someone might go onto the show to talk about a book launch, for example, and they should take that opportunity to let the audience get to know them (versus simply pushing the book)
• Defining what is newsworthy for podcast hosts & producers: news is something that has the opportunity to move the needle, it’s not just an opp for a client to say something, it’s something that’s going to have an impact on a broader audience
• Advice for pitching podcasts:
  • Keep it short – pitch the least amount of words that you need to tell the story – and include links
  • One follow up is usually sufficient
  • Personalize your note to why you’re pitching that show
• Pro tip: listen to at least three episodes of a podcast before you pitch
• When preparing a client for a podcast spot, encourage them to have a sense of what their overall message is, but avoid super rehearsed talking points
• How to expand your podcast reach: help people discover your show by getting your host/client on a like-minded show that already has your audience’s attention
• Sometimes episodes are not aired simply because the news cycle shifts and the episode is no longer relevant once that news is covered. If your/your client’s episode doesn’t air, ask why!
• Finding the right podcast for your client: look at top charts, look across categories, follow people who review podcasts or are core to the podcast business