Podcasting: A Small Investment
with Major Gains
Is podcasting a solution to creators facing a cost barrier?
The short answer to this question is yes. To participate in many content mediums, creators must make investments in things like equipment, software programs, applications, and supporting creative materials. For many, this can quickly become a barrier to entry. With podcasting, you can create a sustainable content strategy that can consistently yield a high return on investment over time, with minimal cost. To establish a baseline, let’s look at the average cost to acquire podcasting equipment.
Basic podcast equipment
The most important piece is your audio interface. I love the Zoom H6 recorder ($330) for its simplicity and ease of use. You can get this plus a Focusrite 2i2 ($149), and that will be an excellent start. Following that, you will need a pair of decent headphones ($14), two Shure SM48 microphones ($80), microphone covers ($8), and a content hosting service ($15/month). The assumption is that you already have a laptop and DAW (Digital Audio Workstation) to record in. My favorite free option is Audacity, which has more than enough features for you to produce a high-quality podcast. So for an initial $250 purchase plus $15 per month, you can create a monumental content marketing platform.
Podcasting can elevate creators
Now that you have a grasp on the essential equipment let’s discuss how podcasting gives creators life with minimal cost.
It is a goal of practically every business or content creator to remain relevant and attract the attention of the Google algorithm. A weekly, bi-weekly, or even monthly podcast is a great way to consistently add new content to your website or channels and motivate people to return time and time again. Also, once a podcast is posted, it turns into evergreen content. A podcast interview completed in 2020 can still be relevant in two years if the subject matter is still relevant. People will find your content at different times through different ways, and your brand awareness will organically grow.
To be considered a thought leader in your space, you need to consistently share your perspective, provide resources, inspire people, and introduce your community to people and concepts new to them. A podcast is one of the best ways to accomplish this. The combination of interviews and solo episodes within your zone of genius will quickly establish you as a thought leader in your space. Whether you are a fiction horror writer or an executive at a non-profit, consistent podcasting will help establish you as an expert in your field without having to pay for clicks. The key is to remain consistent and focus on the long-game in terms of exposure and audience.
Podcasting can expand your network and your market
I have hosted over 130 episodes of my own podcast, and one of my favorite aspects that I have learned is it’s the new-school way of networking. Alone, I would have never been able to speak with Grammy and Academy Award-winning artists, best-selling authors, legendary DJs or the hundreds of talented people whom I just hadn’t encountered. I see each interview I do as a masterclass with an expert in their field. We have very intimate and revealing conversations that quickly strengthen our bond. After each interview, I keep in touch and continue to build our relationship.
If you haven’t noticed, there are no geographical limits to where people listen to your podcast. You don’t have to pay any extra fees to share your podcast in a different country. The world is your oyster, and it is very possible to grow audiences in every corner of the universe. By consistently creating and producing your podcast episodes, you have the potential to become a global brand. Not many companies or individuals can make a valid claim that they are global.
Podcasting can promote your business
If you are a business, advertising your products and services within your podcast can be a seamless way to promote what you offer. Are you selling an online course? What about a new book that you are releasing? A podcast episode provides a lot of space to plug your products or services. And creatively using tags, titles, and graphics to package your podcast is an excellent way to build on an advertising strategy without spending any money. As people discover and listen to your podcast, they will also hear about your offerings and eventually research more about what else is part of your brand in addition to the podcast.
So with an investment of only $250 in equipment, you can fight through the cost barrier holding you back from creating content and telling your story. And as your experience grows, there are opportunities to increase your quality level without drastically increasing your costs. For example, you can add music and sound effects to your podcast to add production value. Royalty-free content subscription services are a great way to minimize your cost. I personally use video footage from the Storyblocks library for my music videos and continue to discover new and timely videos that match the theme of our songs.
Are you ready to join the podcast world? We are waiting for you with open arms!
