Podcast Power

Amplify Your Reach: The Unmatched Value of Podcasts

In recent years, numerous schools and businesses have launched podcasts, experiencing substantial benefits as a result. You might be wondering, with so many other channels to consider and manage, how you can effectively integrate a podcast into your already busy schedule. More importantly, is it worth the investment?

From my experience, the rewards of managing this additional channel far outweigh the challenges, and with proper organisation, the process becomes significantly more manageable.

Key Stats: over 23 million people in the UK listen to podcasts with it expected to grow to over 25 million this year. The largest podcast age demographic in the UK is 25-34 year olds with a 40% share of the total UK podcast audience. This is closely followed by 35-54 year olds at 29% share (source: Statista). Both of which fall into the school parent body demographic you might be wishing to target.

Key Benefits:

• Control the Narrative: Podcasts are a superb long-form medium, allowing for effective storytelling and in-depth conversations that other media often cannot accommodate. Unlike articles or social media with word limits, podcasts provide listeners with a comprehensive understanding in an accessible and digestible format.
  
  
• Brand Consistency: You can theme your episodes to align with your brand and reinforce any ongoing campaigns. For instance, we once had a school-wide focus on Global Awareness & Citizenship, and accordingly, our podcast series for that year revolved around this theme.
  
  
• Community Engagement: Podcasts offer an excellent opportunity for your community to get to know your key staff, particularly for families living overseas. This can also serve as valuable material for admissions teams when following up with prospective families.
  
  
• Multi-purpose Content: Link your podcast episodes to relevant sections of your website to enhance page content, such as featuring a Head of Music interview on your music page. Additionally, you can edit snippets for use on your social media channels.
  
  
• Structured Planning: Once you decide on your theme, schedule your guests at the beginning of each term and provide them with a thorough briefing. Always have some key questions prepared to guide the conversation.
  
  
• Versatile Hosting Options: You could host the podcast yourself, enlist a willing staff member, a student, or even an external agency. I've utilised various options, each proving effective depending on the resources available. You can also record podcasts remotely making organisation much easier.
  
  
• Accessibility: Podcasts are incredibly accessible via smartphones, tablets, or computers, making them ideal for long commutes, dog walks, workouts, or travel.
  
  
• Cost-Effective: Podcasts are relatively affordable compared to other marketing activities. Outsourcing the hosting and editing can increase costs but significantly reduces the management burden. Alternatively, securing sponsorship for your podcast can help keep expenses to a minimum.

If you would like some advice on getting started with your own podcast, please do get in touch.  I have launched highly effective podcasts at two schools with great success, and I would be delighted to help you navigate this exciting medium.