10 Tips for Podcast Hosts

Podcasting has become an increasingly popular way for people to share their ideas, opinions, and stories with the world. As a podcast host, it is important to understand how to make your podcast successful. Here are some tips for podcast hosts that can help you create an engaging show that will keep people coming back for more.

1. Know your audience

Before you start your podcast, it is essential to understand who will be listening. Are you targeting a specific demographic, or are you hoping to appeal to a wide variety of people? Knowing your target audience will help you create content that resonates with them.

2. Have a plan

Having a plan in place will help you stay on track and ensure you are covering all the topics you want to discuss. You should outline the topics you want to cover, the guests you plan to have on the show, and any other details that you want to include.

3. Create a schedule

Creating a schedule will help you stay organized and ensure that you are producing content on a consistent basis. It is essential to know when you will be recording and when you will be releasing new episodes.

4. Invest in quality equipment

Investing in quality podcasting equipment is essential for creating a clear and crisp sound. Investing in a quality microphone, recording software, and other necessary equipment will help create a professional-sounding podcast.

5. Promote your show

Promoting your show is essential for gaining an audience, and you should look into social media outlets, email campaigns, and other promotion methods. You should also consider using paid advertising to help get the word out about your podcast.

6. Engage with your audience

Engaging with your audience is important for creating an ongoing connection. You should look into ways to interact with your listeners such as a Q&A session or a live stream.

7. Network

Networking with other podcasters, bloggers, and industry professionals is a great way to grow your audience. It would be best if you looked into attending conferences, joining online communities, and participating in other events to meet potential listeners.

8. Find sponsors

Finding sponsors is a great way to monetize your podcast. It would help if you looked into connecting with brands and companies that fit with your podcast’s topic and audience.

9. Experiment

Experimenting with different formats, topics, and guests will help keep your content fresh and engaging. You should try out different ideas and see what resonates with your audience.

10. Have fun

Podcasting should be a fun and enjoyable experience. Don’t forget to enjoy yourself and have fun while podcasting. This will help ensure you create content that people want to listen to.

Following these tips for podcast hosts can create an engaging show that will keep people coming back for more. Podcasting can be a great way to share your ideas, opinions, and stories with the world. You can create a successful podcast with a bit of planning and effort.

Improving Your Website SEO

Improving your website SEO is one of the most important things you can do to ensure your website is seen and visited by potential customers. SEO stands for Search Engine Optimization, and it is the process of optimizing your website to rank higher in search engine results for specific keywords. Without SEO, your website could be buried and never seen by potential customers. Fortunately, there are several techniques you can use to boost your website’s SEO and help it reach the top of the search engine rankings.

1. Use the Right Keywords

Using the right keywords is essential for SEO success. You need to select keywords that are relevant to your website, products, and services. Additionally, they should be popular keywords that people are likely to search for. To find the most relevant and popular keywords, you can use a keyword research tool such as Google Keyword Planner. With this tool, you can enter phrases and keywords related to your website and see how many people are searching for them each month. This will help you determine which keywords are most popular and should be used in your website’s content.

2. Optimize Your Content

Once you have the right keywords, you need to optimize your website’s content to include them. This means adding keywords to titles, headings, and throughout the text of your website. This will help search engines recognize your website as being relevant to the keywords and rank it higher in the results. Additionally, make sure your content is concise, clear, and well-written. Search engines pay attention to the quality of your content and will rank better-written content higher than poorly-written content.

3. Build Quality Backlinks

Backlinks are links from other websites to yours. They show search engines that your website is popular and relevant. The more backlinks you have, the higher your website will rank in the search results. To build backlinks, you can reach out to other websites and ask them to link to your website. Additionally, you can guest post on other websites and include a link back to your website in the post.

4. Use Social Media

Social media is an excellent way to promote your website and improve its SEO. Each time you post a link to your website on social media, you’re creating a backlink that can help boost your search engine rankings. Additionally, you can use social media to engage with your audience and build relationships. This can help increase the visibility of your website and encourage more people to visit it.

5. Make Sure Your Website is Mobile-Friendly

Mobile-friendliness is becoming increasingly important for SEO. Search engines are now favouring mobile-friendly websites, so it’s essential that your website is optimized for mobile devices. This means ensuring that your website is responsive and easy to use on smartphones and tablets. Additionally, you should use a mobile-friendly design that looks good on all devices.

These are just a few of the ways you can improve your website’s SEO. By using the right keywords, optimizing your content, building quality backlinks, using social media, and making sure your website is mobile-friendly, you can help your website reach the top of the search engine rankings. With the help of these techniques, you can ensure that your website is seen and visited by potential customers.

How Can a Podcast Help You and Your Business?

Podcasts are a unique way to build a genuine connection with your audience.

Instead of the fractured connection, you typically make through social media, podcasts allow you to engage your audience with unique medium and longer-form content. Podcasts are sometimes more convenient than blog posts; people can listen to podcasts while driving, working out, or working at a computer.

Why are you beginning a podcast?

What is the purpose or cause of your podcast? To assist you to get started, consider the following questions.
- Are you hoping to build a community?
- Do you plan to generate leads or meaningful business relationships?
- Is the podcast to help you be seen as a thought leader or pacesetter in an industry?
- To share important messages or to simply have fun?

What is your podcast about?

Make sure that it is something you are excited to investigate and discuss a lot! Once you've got got a concept of what to podcast about, do some market research.

What type of podcast is it?

Is it an Interview podcast? A podcast where a single host interviews individuals within a particular industry or sector of expertise, or a serial style podcast, such as scripted non-fiction, with a theme for a season?
You may decide it is more of an education podcast, to help share knowledge and information with your audience, or it could be similar to a radio drama or production where the episodes are closer to scripted fiction. The good news is that there is an audience for every kind of podcast style.

Podcast Duration and Editing

There is always a discussion on the optimal length for a podcast episode. Some people prefer podcasts that are in the range of 20 - 30 minutes long, while others like podcasts that can last over an hour. While there is no hard or fast rule, there are is a growing trend for both long-form and very short-form podcasts. Depending on your audience and podcast goals, your podcast should be as long as it needs to be!

It is important to remember that podcast editing is important. Almost every podcast can benefit from professional editing. Editing out parts of the episode that don’t provide value or that simply go on too long and become boring should be edited down or removed. Effective editing helps to polish and improve your podcast that ultimately adds more effective value to the listener and audience.

Consistency is Important

Many people like the idea of starting a podcast, however a lot of podcasts fail before reaching a critial audience. In many cases the lack of consistency does not help. Put a plan in place for when you record and all of the steps you need to produce a quality, regular podcast.

9 Strategies for building a high performing and highly functional team

9 Strategies for Building a High Performing and Highly Functional Team

Leading a business (Or part of a business) is not easy. Anyone that has done this will be well aware that one of the biggest challenges in driving successful outcomes, is creating a high performing and highly functional team. Whether you are an organisation wishing to drive meaningful change in your business or one that is just starting out on your journey, I believe there are some critical elements every leader should think about when building their ‘A Team’.

1. Be Very Clear on the End Goal – As a leader, be very clear about what type of team you are creating and how this will work for the organisation. The shape and make-up of the team, as well as the skills and qualities you want the collective unit to be known for, are a reflection of your influence! Think carefully about the reputation you want the team to have and what you want to be known for inside and outside the business. You will be the person who will recruit into the team, filling the skills and knowledge gaps, enabling your team to achieve your vision and ultimately create a legacy.

2. Have Collective Beliefs and Values – What, in terms of culture, delivery and ambition will you absolutely not compromise on? Be clear on how you will articulate them and how they should be embedded into the team/business. Recruit these values and make sure that your team share similar beliefs about what is important. At IRIS, for example, we have worked hard to support our customer’s businesses for over 40 years. We drive forward with the ambition to fuel innovation in our software and services, that continues to simplify the life of every business we touch... this is at the heart of our collective culture.

3. Mix up the Skills – Identify the knowledge, experience, skills and technical capabilities that will be required to make the teamwork at its best. Do this by understanding the real challenges the business faces. For example, if you are wishing to better utilise digital technologies to automate some of your more manual processes, look for people who have solved similar problems for other organisations. If you are just starting out, work with an expert to scope the roles and skillsets you need so that you can recruit a balance of commercial, people, financial and operational experience.

4. Diversity – Challenge for challenge’s sake is never helpful, nor a productive use of intellectual capacity. However, a diverse range of opinions and beliefs based on different experiences, will open new conversations, challenge the status quo and lead to better outcomes. For a mature business, millennials or digital natives may prove hugely valuable in bringing in new perspectives on how to drive innovation. For a business just starting out, make sure you have enough diversity to allow for evolution in your own thought processes and decision making.

5. Hire for Passion and Attitude – Knowledge is only power once applied to the task or situation at hand. It’s no good having knowledgeable or experienced people who don’t actively play their part in driving the business forward. Equally, hiring motivated people who don’t have the capacity to learn the nuances of your business, won’t deliver the results you want. On balance though, I’d take a person with passion and ambition but with less knowledge, over an unmotivated, industry experienced candidate every time. Passion and attitude when combined with capacity and capability to learn, is the ultimate goal.

6. Communication – It sounds obvious, but open and frank communication is critical in creating a high-performance team. A team that can communicate formally and informally about all aspects of business is one that is far more likely to be successful. Outlaw any personal agendas, focus on the common good, set stretching goals and ensure that all know how their contribution assists colleagues. Identify potential areas of conflict and work them through before they become issues… as the leader, this is YOUR accountability.

7. Constantly Train and Educate – No one is EVER the finished article and there is always room to grow. Very often, even some very experienced professionals also need reminding of some of the basics of leadership and evolving market dynamics or trends. It’s good to make sure your team are constantly developing themselves individually and as a collective. Plan this with the group, as well as talking to the team one by one to help weed out any specific or individual needs or aspirations.

8. Measure Performance – Measuring performance and progress is a culture, not a process. Make sure this is something that becomes part of the heartbeat of the business and team dynamic. Be open, honest and take action to address performance issues and celebrate successes.

9. Trust - Trust is absolutely critical. In fact, it’s arguably the single most important part of high performing teams. Steve Jobs said it best; ‘It makes no sense to hire smart people and tell them what to do. We hire smart people so they can tell us what to do’. To really embrace this philosophy, the leader and the team must implicitly trust each other and their judgement; based on their knowledge, experience, and commitment to the collective goals. Hire people who are better than you (and others in the team) at a specific discipline and then get out of their way!

As I said at the beginning of this post, leading a business is never easy… but finding the right people and building them into a high performing team will make the challenge that much more enjoyable and increase the chances of success exponentially. It won’t happen overnight and will require a huge investment of time and effort … but the rewards will be there in spades, for those who successfully navigate the challenge.

_ _ _

A guest post via Jim Scott, Managing Director, Accountancy at IRIS Software Group.
Jim is passionate about ensuring successful outcomes and has a track record of creating a positive and enterprising environment, which allows people to think differently and creatively in order to deliver the very best results possible.

You can see the original post here.

6 Ways to Promote Your Virtual Events

Live videos take care of two critical business needs: immediate interaction and better conversions. By 2022, they’ll become even more crucial as more marketers include them in their strategies and definitely don’t want to be left behind. When you create virtual events, you not only leverage the benefits of live engagement but also gain access to new potential consumers and a way to market your products and services online. But like every digital marketing tactic, you generate buzz and achieve results only if you approached the project correctly. Success happens when you have a strategic plan that responds to the ever-changing landscape of digital marketing, especially where the promotion of your event is concerned.

So, let’s get started.

1. Create Landing Pages That Convert 

Create a page dedicated solely to the event where everyone can go and learn about it.
A well-crafted landing page can convince readers or potential attendees to get excited about the event and eventually sign up.
Attract people by adding high-quality photos of your speakers or performers.
Add relevant videos and other forms of media to establish curiosity.

Provide the following essential information:

Event Time and Date
Event Description
Agenda
Speakers
Sign-up Links
Sponsor Information
Secure Payment Options (if necessary)

2. Use Email Marketing 

One of the best ways to advertise your event is to implement an email marketing campaign.
Send out newsletters or a link to your landing page to your email list to build anticipation among your captured market.

Here are some best practices you can use when implementing your email marketing campaign:

 Narrow your audience

Curate your email list and send invitations only to your target audience.
Being thoughtful of who you send the email to is going to be important in the success of your email campaign.
Sending to more people does not mean you’re going to get more registrations.
A curated email list will yield better engagements or sign-ups and fewer opt-outs.

Have a simple but clear call-to-action

What you don’t want to happen is for a user to open your email and wonder what they’re going to do next.
Links and buttons should be clearly visible to make it easy for potential attendees to follow your desired action.

Send the email at the right time

Promote your event 3 to 4 weeks in advance; for some events that require less preparation, you can choose to send out invites two weeks before the event.
Sending an email reminder the day before the event is also important as it’s a way for you to fight attrition and make sure that your registrants don’t forget to attend.

 Make sure it follows current compliance standards

Because your promotional email contains a commercial message, it must comply with the CAN-SPAM Act.
It protects consumers from fraud and marketing they’d rather not receive.

 Send a follow-up email

Once your event is over, don’t forget to send a follow-up email.
Reach out to the attendees for the last time by sending a thank you note.
You can use this opportunity to get feedback or promote another event.

 3. Create Contests Or Have Giveaways

You could run a variety of contests on your website or social media channels, but your tactic will depend on what channel you’re going to use.
For example, when it comes to Instagram, leverage the visual nature of the platform by building your contest around people posting photos.
Create a hashtag they can use or have them include something related to your event in their photos.
Make your terms and conditions clear, and don’t forget to include a prize that people actually want.
Another idea is to use email to give your subscribers some perks.
This adds an exclusivity factor as this offer is limited to subscribed users.
Give out discounted tickets or freebies that they could only get if they’re on your email list.

4. Optimize For Search Engines (SEO) 

Search engine optimization (SEO) enhances your web page so that it’s primed to rank high on search engines for keywords that are relevant to your campaign.
SEO results and website ranking don’t happen overnight.
If you don’t have the resources or lack the know-how, agencies specializing in SEO services will allow optimization of your landing page, helping you focus on the live event instead of its promotion.

SEO is about:

Knowing what queries your target audience use and using the right words to lead them to your page.
Creating the right content that aligns with the keywords or queries that the user is looking for and that can boost brand awareness.
For example, an event cooking and recipes will have people looking up “culinary events” or “live cooking events,” so insert those phrases in your page when creating your content.

In 2022, however, your keywords also need to be conversational queries.
Voice search is gaining appeal, so people are speaking more than they’re typing.
With Google working on LaMBDA, an advanced AI model designed on dialogue, your keyword research needs to focus on longtail, conversational, question-type terms.

5. Use Social Media Platforms 

Aside from search engines, leverage the power and reach of social media to promote your virtual event.
Plan a catchy copy or have your team design an engaging event poster that you can post on all your company’s social media accounts.
Explore which platforms are right for your target audience and your live event:

Facebook
Facebook has Facebook Events where you can post your event and easily share it.
They also have a feature that lets you track registrants.

Linkedin
An appropriate platform to promote events to a more professional audience since you can use ads, groups, or promote on your own company page.

Twitter
Hashtags are an effective way to gain attention and shares.
Use Twitter to spread the word to people who might be out of your scope.
Twitter is also a good medium to update people about what’s happening before or during the actual event.

Instagram
The visual medium is ideal for sharing teaser images and engaging attendees or potential attendees with stories containing behind the scene videos or photos of speakers and event preparations. 

6. Ask Your Speakers To Spread The Word 

Request your speakers to do a bit of promotion. Some keynote speakers will promote themselves automatically, however, some may need a bit of a push.
Provide them with the complete information, including when to start an announcement on their social media pages.
Your event sponsors could also be tapped to promote the live-streamed event.
Keep audiences informed, engaged, and excited.
Work on your promotion strategies consistently up until the start of your event.
People who registered should continue looking forward to the day of your event.
So keep them engaged, or else they will forget about your event.
Sustain the connection and engagement by sending a “thank you” email after the event.
Add a link to a full recording of the live stream because some of your attendees may want to rewatch it.
You can also make the virtual event accessible to those who did not make it to the event but cut the running time down to suit those who will watch it for the first time.
With 84% of people likely to buy a product or get a service after watching a video, repurposing your live stream into a short video makes good business sense.
A shorter video of the live-streamed event also ensures attendees that they received the more exclusive content.
For 2022, optimize your videos for clip markup and seek markup.
Google introduced these new structured data types to help you come up with key moments from your videos.
(They will eventually become crucial to ranking for key terms.)
Promoting and advertising an event requires time, but the result will be worth it.

As long as you run a consistent and solid promotional campaign and make sure to keep attendees interested, you’ll likely see favourable results from this marketing strategy.

A guest post via Itamar Gero, Digital entrepreneur, Investor & Programmer @ Heart and Keith Keller, Global Social Media Coaching.

12 Books to Read This Summer

12 Books to Read This Summer

The pandemic may have dampened your summer plans this year, but that does not mean you can no longer have fun? With the world still grappling with quarantines and social distancing requirements, many continue to stay at home. Thus, what better way to pass the time and avoid the heat than by staying indoors to read some books? 

Even if you plan to hit the road or go to the beach, bringing a book along can undoubtedly liven up your trip. So take this time as a chance to read books to keep you entertained, gain new insights, and inspire you to try new things. Check out these 12 titles to add to your summer reading list this season.

Creativity and Art

Whether you are an artist by profession or just someone who needs some creative inspiration with life, here are four books to read: 

The Sun and Her Flowers by Rupi Kaur

Rupi Kaur’s second poetry collection talks about the journey of growth that people go through in life, perfect for anyone looking for well-written prose.

Catching the Big Fish by David Lynch

Filmmaker David Lynch takes readers through his personal craft. Get to know more about how he develops his ideas and translates them into any medium, and you might just be able to harness that creative spark within you.

Judge This by Chip Kidd

Learn about the power of first impressions with this fun and creative book by designer Chip Kidd. Here, he walks you through a day in his life and talks about the objects he encounters and what he thinks of them.

Cultivating Creativity by Maria Fabrizio

Fabrizio explores the beauty of creativity in this book that talks about how you can develop great ideas. If you have been feeling uninspired lately, you might find solace reading this to get your creative juices flowing every day and every moment.

Leadership and Business Insights

Want to get some advice, tips, and insights for your business? Add these four books to your shelf now:

Amazon Unbound by Brad Stone

Read about how Jeff Bezos, one of the world’s well-known leaders, managed to build his digital empire Amazon and turn it into a worldwide success. With Stone’s vividly written book, you’ll get to see the ups and downs of the online empire.

Do Scale by Les McKeown

Scaling is a major challenge for any start-up, so consultant McKeown lends insights to aspiring entrepreneurs looking to grow their business. From solidifying your foundation to building the right team, this book is sure to give you practical advice for your business.

On Becoming a Leader by Warren Bennis

Even centuries after its publication, this book remains a classic for anyone who wants to become a leader. Bennis captures the defining traits of leadership and describes it like no other in this essential read.

The 7 Habits of Highly Effective People by Stephen R. Covey

This bestseller will give you plenty of insights on how you can solve problems and become a better decision-maker. But, like the previous title, this is also a classic for any business-minded reader.

Thought Leaders and Thinkers

If you need some food for thought to become better at what you do, these four books may give you just that:

A More Beautiful Question by Warren Berger

Berger talks about the power of questioning things as a way to find new opportunities, solve problems, and create change. After reading this book, you will not think twice to ask “Why?”

Thanks for the Feedback by Douglas Stone and Sheila Heen

Receiving feedback and critique can be one of the hardest things to go through, so this book offers a way to face these head-on and take them with grace.

Playing Big by Tara Mohr

Mohr challenges women entrepreneurs not to limit themselves and listen to their calling to play big and create an impact. This book talks about making a positive difference and navigating the self-doubt that often comes with the journey.

Lifescale by Brian Solis

This book talks about the reality of life and how challenging it can be. Solis weaves a relatable tale, where he talks about personal struggles and how readers can combat these and find balance in a distracting digital world.

10 Ways to Produce Good Content

10 Ways to Produce Good Content

You have heard it time and again, but the content is truly king in marketing. In such a competitive digital space, you have to find ways to stand out. For businesses offering similar products and services, the content will be the distinguishing factor. Regardless of where you operate, you want to make sure you produce valuable content that reaches your target audience. An effective content marketing strategy will help you achieve higher search ranks, conversions, and returns. However, with the marketing world evolving so quickly, new techniques and tools are constantly being released. To stay ahead of the game, check out these ten tips to continuously create great content for your company.

Use AI Tools

Artificial intelligence (AI) has grown extensively through the years. Now, you can find several tools that will help you polish your content, find relevant topics, test various content ideas, and many more. For example, MarketMuse can be used to build your strategy as it tells you keywords to target for certain topics and provides opportunities for new content.

Write a Catchy Hook

If your headlines are to grab your readers’ attention, your opening line or hook will decide whether they continue reading. Some things you could do would be to pose a question, mention something relatable, and establish an emotional connection.

Explore Different Formats

Blogs may be one of the best inbound content marketing strategies, but you also have plenty of other formats to choose from. You do not have to limit yourself to one kind, especially if it does not fit your content. For example, infographics are best for explaining complex topics in a more digestible way while videos are highly effective for informing viewers about your brand.

Publish Responsive Content

While this is more on the technical side, it is just as important. Making your content responsive on all devices is a must to reach a wider audience and appeal to readers. You want to make sure you provide the same experience to them, regardless of the device they use to read.

Tell a Story

Use the power of storytelling to add a more personal tone to your content. People may see the same facts across many articles, but your stories will be unique to your business. Write them in a conversational tone to relate more to your audience and build that connection with them.

Check Your Competition

Learning from the competition is always a good strategy to identify good practices and find gaps that you can fill. Read good works from competitors to see how you can improve. Aside from the content itself, you can also analyze the tone, writing style, structure, and other factors.

Write For Your Audience

Writing with your target audience in mind allows you to appeal to their interests and keep them engaged. Without having this focus, it can be hard to create content that captures your audience’s attention, so it is important to get to know what your customers are searching for or what they want to learn more about.

Outline Your Content

It might seem like an extra step, but outlining your content helps you organize and structure your ideas more effectively. Make sure to highlight the main points you want to talk about and look for valuable references that can guide you—in fact, doing this may save you time when you get to the actual writing.

Add Visuals

Depending on the platform where your content will be published, adding visuals will be a great way to capture your audience’s attention. Whether it be images, icons, graphic design elements, or other similar visuals, these can all improve engagement.

Do Your Research

Research can help you back up your content and build more credibility to gain readers’ trust. Whenever possible, add in data, statistics, quotes from experts, or similar points to establish your expertise and show the audience your thorough understanding of the topic. 

When the G7 Met Face-to-Face for the 47th Summit

The G7 Meet Face-to-Face for the 47th Summit

The G7, short for Group of Seven, is a group of government leaders from seven of the world’s most advanced economies, including the United States, United Kingdom, Canada, France, Germany, Italy, and Japan. Every year, member states would come together to have a summit to discuss economic issues and global policies. 

The G7’s 47th summit is scheduled to take place on June 11 to 13, 2021 in Cornwall, with the United Kingdom serving as this year’s host. Aside from the key members of the group, representatives from the European Union (EU) and leaders from Australia, South Korea, and South Africa are expected to be present. Indian Prime Minister Narendra Modi will also be in attendance, albeit virtually, due to the current severity of the COVID-19 situation in India.

With last year’s summit being cancelled due to the pandemic, this forum will be the first time the leaders are gathering in almost two years. It also marks the first summit for the leaders of the US, Japan, and Italy. Thus, the three-day meeting is expected to include discussions about COVID-19 vaccines and recovering from the pandemic's effects and other global issues like climate change and taxes.

Issues in the 47th G7 Summit Agenda

Led by UK Prime Minister Boris Johnson, the 2021 G7 Summit will be focused on helping the world bounce back from COVID-19 and pushing for a greener future. As per the UK’s presidency, the following discussions were highlighted to be the priorities for this year’s summit:

• Equalizing distribution of COVID-19 vaccines and medical supplies

• Scaling up vaccine manufacturing to meet demand

• Promoting resilience against future pandemics

• Addressing climate change and biodiversity preservation

• Reaffirming globally shared values

• Championing fair and free trade

Undoubtedly, global health will be a core focus for the 2021 summit due to all that has happened since the onset of COVID-19 last year. While vaccines are starting to roll out in different parts of the world, there is still a noticeable divide between high-income and low-income countries, thus necessitating policies to make accessibility more equal.

Aside from these key issues, the summit will also be talking about matters like the proposed minimum corporate tax rate, improving the governance of a digital economy, and opening markets to enhance world trade. Likewise, the G7 will continue to strive for its commitment to achieving gender equality and promoting women’s rights.

Promoting World Democracies: 2021 Summit and Post-Pandemic Context

One key difference with the 2021 G7 summit, compared to previous ones, would be the emphasis on shared values and the promotion of liberal democracy. Traditionally, G7 has been considered a West-dominant group because most of its member states are from the West. However, this year’s summit is seen to be an opportunity to bring together the world’s democracies to promote their shared values.

The inclusion of Australia, India, South Africa, and South Korea work towards reinforcing the representation of global democracy. Beyond the 2021 summit, the G7 looks to strengthen its role once again as the world navigates the post-pandemic context. COVID-19 has emphasized the key role of the summit in helping the world get through the crisis. In the past year and so, the G7 organization has provided support totalling more than $6 trillion to member economies.

With the new US administration also committed to advancing democracies and multilateralism, the G7 will serve as a powerful platform to promote such values. In fact, Boris Johnson has expressed his interest in turning the group into D10, short for ten democracies. It will include the seven current members, as well as Australia, India, and South Korea.

Is Twitter Spaces Going to Be Bigger than Clubhouse?

Is Twitter Spaces Going to Be Bigger than Clubhouse?

The social media space has been blowing up recently, especially with quarantines and lockdowns prohibiting people from leaving their homes. Whether it be informal chats with friends or corporate meetings with co-workers, conversations are now online. Given the massive shift to the online space, audio and social voice networking have become more popular than ever. As such, the big social media names are making sure they stay ahead of the game to maintain their large user base.

Among the top networks known to many today, Twitter jumped onto the opportunity to integrate audio media into its platform and features. Leading the social audio market today is Clubhouse, an invite-only app where users can join rooms and listen to conversations and discussions. The platform has built its reputation around exclusivity and creativity as one of the first to take advantage of the appeal of audio chat features. 

While Clubhouse has enjoyed being one of the hottest apps today, its position is under threat from Twitter’s take on social audio networking. Now that Twitter has launched Twitter Spaces on iOS and Android platforms, you might be wondering whether it will be bigger than Clubhouse.

How Does Twitter Spaces Work?

Like its rival competitor Clubhouse, Twitter Spaces is a built-in Twitter feature where you can gather with different users to engage in conversations. While they are happening, other users can join different Spaces as listeners. If you create the space, you can invite people to join and have speaking privileges, while all other users who participate in the conversation will remain listeners.

Given that Twitter Spaces is still in its early stages, the company is still testing and experimenting with its different features. Twitter Spaces launched on iOS, but in early March 2021, it was made available to Android users. As of now, the new tool is only accessible through mobile, but Twitter has teased that it is working on bringing these audio rooms onto other devices. 

If the plan to bring Twitter Spaces to the web pushes through, it can be a complete game-changer in social media marketing. Businesses that use Twitter marketing can capitalise on this feature to produce audio content that appeals to their customer base. Nowadays, users are more attracted to this type of content as it is more engaging and humanising, so brands are capitalising on these opportunities to amass more interest.

Twitter Spaces vs Clubhouse

With Twitter Spaces essentially having the same functionality as Clubhouse, there are many questions on whether it will be bigger than the pioneering social audio app. The two tools have practically identical features, with the only difference being the platform used. Clubhouse is known for its exclusivity since it operates on an invite-only basis, and for the most part, people have used the app to gain a larger following.

However, when it comes to building social capital, Twitter undoubtedly offers more value to users as it has been in the digital space for much longer. Thus, you might be more attracted to Twitter Spaces since you can gain more followers there. The platform also has a more engaged user base with some of the most prominent names, allowing you to get a wider reach from it.

Putting it simply, Twitter has more users. This considerable difference alone puts Twitter Spaces at an advantage to become much more prominent than Clubhouse. However, nothing is set in stone right now, especially since Twitter’s tool is still new to the game. Many questions remain about which of the two will dominate the social audio networking space, but now that Twitter has entered, the competition will likely intensify even further. 

How to Scale Your Social Media?

How to Scale Your Social Media?

The marriage between social media and mobile have become powerful tools for brands in this digital age. If you do not have a solid social media strategy in place, you will get easily left behind. Is your brand struggling with followers? Do you lack fresh content on your social media accounts? Having these dilemmas is expected, so scaling your social media may be just the answer if you run into these problems.

When it comes to scaling social media, your goal is to replicate tasks such as producing content and driving user engagement more efficiently, so your company can focus on other essential tasks like driving sales and experimenting creatively. Check out some of how you can scale your social media to boost engagement. 

Establish Clear Goals

Before you begin a social media strategy, you need to establish specific goals to track your ROI when your social media campaign ends. Whether it is to attract new leads, increase sales, engage existing users, or create new partnerships. Your goals can be different and a combination of the examples above. 

While you can quickly join social media sites for free, it is much harder to produce content and maintain engagement on your own. As such, if you do not have the knowledge or tools to do this, outsourcing some of your functions can come in handy, so you can get help from an agency that specialises in social media marketing. 

Run a Social Audit

Do you know which social platforms on which you are most active? Who handles the content for your Facebook, LinkedIn, Instagram, YouTube, or Twitter? It can be challenging to conduct a social audit without the right team helping you, so consider working with professionals who have the proper knowledge and tools for this.

Luckily, there are available tools like buffer.com to help determine where and when content is published. Including platforms that show the statistics of your engagement numbers and why some past social media campaigns were not as successful. In some cases, you may need to weigh your options and see if prioritising one social media platform can help you maximise your digital presence more effectively.

Seek Relationships with Users

No one wants to support a faceless company with zero personality. Cultivating a relationship with your users can have positive effects on your brand. You can use strategies like influencer marketing to reach out to more users. Nowadays, more people want to get to know a brand on a more personal level. Telling your story and connecting with your audience is thus crucial to building long-lasting relationships.

Track Your Growth 

If you have set up a social media campaign before, you know that metrics are crucial benchmarks to help you improve on succeeding campaigns. That said, it can be hard to put all your attention on this at all times. Therefore, tools like later.com are in demand. Later.com can handle media management, analytics, and marketing to create a stronger brand visual presence. Whether it is the need to change your posting schedule or increase ads for a particular high-demand product, updating your social media strategy never stops.

If you intend to climb the social media ladder, you need to conduct a competitive analysis. By analysing prospective customer profiles, other industry players, or social media influencers, you can gauge what type of content grabs users' attention.

In today's digital age, it is no surprise that more than 90% of brands online have used social media to connect with customers and create brand awareness to drive sales. It is no secret that more prominent brands allocate a large chunk of their budget to increase their online presence. The principles to achieve success can also be seen by businesses of varying sizes by scaling their social media strategy more effectively. 

Clubhouse and the Rise of “Social Voice”

Clubhouse and the Rise of “Social Voice”

The online space has evolved so quickly in the recent decade or so that it is now a daily norm to chat with people and conduct meetings online. Social media platforms have become the go-to for networking and communicating, allowing you to connect with people from all over the world. The pandemic has changed the way people lived, and while some may be slowly adjusting to the new normal, isolation and solitude remain a problem.

Enter Clubhouse, one of the latest social media platforms to be introduced to the online community. What makes it different is its unique use of audio as a medium. By now, you are most likely used to messaging networks like Facebook, Instagram, and many others. Clubhouse takes the social media game one step further by using audio to help users send voice conversations to each other. 

The idea of engaging in conversations where you hear people’s voices is extremely appealing now that people are stuck at home and unable to have social gatherings. As such, audio-based networks are becoming more and more popular today, presenting an opportunity for businesses and marketers. Get to know more about Clubhouse and the rise of social voice below.

Clubhouse: Rising Social Media Star

If you are up-to-date with the latest news and discussions online, you may have been hearing about Clubhouse a lot. To give you the overall idea of what it is, Clubhouse is essentially an invite-only social media app that allows you to join rooms and listen to people having different conversations. 

Like other social networks, you can follow other users who have the same interests and whatnot. The app’s algorithm then offers you various content choices by suggesting rooms where you can listen in. You can then enter rooms where users engage in a discussion, whether it be an informal chat or a more serious panel event. Depending on the settings, rooms can be public or private, and you may be allowed to join the discussion or restricted to listening in.

All the conversations happen in an audio-only format, so you get to hear a person’s tone and emotions while speaking. Whether you listen to people joking around with each other or discussing an important social issue, you get a better sense of their intention. As a bonus, the ability to join rooms randomly comes with a sense of surprise that can pique users’ curiosities. 

The Emergence of Audio Content and Social Voice

Now, more than ever, audio content is on the rise, with the medium being so much more powerful than text. As early as 2018, voice messages were already gaining popularity, so three years later, you can imagine how much more they have grown. With the pandemic affecting people’s social lives, the power of audio has become all the more emphasised in today’s time. 

What makes social networks like Clubhouse so appealing to users is their creative use of audio, which helps mimic real-life conversations. With digital marketing, the same trend can be observed. Content continues to be king in any marketing strategy, but your chosen mode of delivery can make all the difference. Audio formats like podcasts promote user engagement and help listeners feel more inclined to trust your brand.

In social media marketing, the concept of voice refers to your brand’s personality and vision. It helps you create an identity that users will know you for to stand out against the tough competition. Social voice matters because it humanises your brand or business and reaches out to customers. The key to differentiating yourself among all other brands would be finding your voice and using it effectively.

Life After COVID-19: Transitioning to the New Normal

Life After COVID-19: Transitioning to the New Normal

The pandemic has undoubtedly changed life as people know it, prompting the need for what is called the new normal. Today, business owners use video conferencing tools to hold meetings and meet with their teams. Students study online, while employees have turned their bedrooms into workspaces to work from home. The travel, hospitality, and live entertainment industries have all struggled to cope with the drop in clients and sales, pushing them to think of creative ways to provide their services.

Social distancing measures and limited face-to-face are only some of the requirements needed to help slow the spread of the virus, but these have left a huge impact on people's lives. While restrictions may have eased gradually, and multiple companies are now testing vaccines, there is still much uncertainty about what post-COVID life would be like. Will remote work and online school continue to be the norm? How will travel plans look like for families and individuals?

Remote work has been one of the most significant adjustments caused by the pandemic. The concept itself may not be new, but it was only this year when most businesses jumped ship to execute the set-up. With new opportunities ahead, the big question is how the future will look for the workforce.

Remote Work May Aggravate Inequalities in the Workplace 

Work-from-home has become more popular than ever during the pandemic, and this set-up has proven to have advantages and disadvantages. According to McKinsey & Company, more than 20% of the remote workforce can work as effectively as the traditional workforce for three to five times a week. For some, working from home has also led to increased productivity and a better work-life balance.

However, on the other side of the spectrum, some industries and companies cannot thrive with a remote workforce due to the need for collaboration or machinery. This drawback reveals the problem with remote work, whose potential and benefits depend on the activities that need to be done. Physical and manual work, for instance, cannot be done remotely, whereas administrative work in the office can be adjusted to be done at home.

While trends like automation make it possible to perform many tasks without face-to-face contact, such a transition is not feasible for all businesses, potentially aggravating inequalities.

Effectiveness of Remote Work 

It is difficult to pinpoint an exact verdict on the effectiveness of remote work as this depends on the type of work being executed and the person doing it. For example, online classes present the challenge of delivering the same education quality when most learning is done asynchronously. This set-up may work well for some students, but it has also been shown to be ineffective for many who find it hard to concentrate at home or learn comprehensively at their own pace.

While remote work can help you save on costs, it can also be difficult to stay focused and not get distracted when working from home. For tasks requiring heavy data or confidential information, you may need a quiet and isolated workspace to prevent errors. However, this is not a luxury afforded by every employee, and companies have to make sure that each of their workers has efficient remote working set-ups to achieve productivity.

While online collaboration is possible with virtual tools, the task's very nature may still be more effective when done in-person. It is generally easier to hold physical meetings, where you can jot down important notes and keep everyone posted. There is the added challenge of having limited resources with online meetings as not everyone may have access to the same tools.

The future of remote work after COVID-19 has yet to be definite. However, based on the situation today, it is clear that working from home has been beneficial for some businesses but not too effective for others. Thus, it is highly likely that remote work will continue to persist after the pandemic, but for companies that return to physical operations, policy and processes may have to be adjusted.

Digital Communication Tools During Lockdown

Digital Communication Tools During Lockdown

Quarantines and lockdowns have limited face-to-face contact and interactions, making it harder to get in touch with people. For businesses, this is perhaps one of the most significant changes to emerge from the pandemic, as the nature of work involves communication and collaboration. With remote work taking over and becoming the new norm, several adjustments and changes are needed in the workplace.

Just as students must find the best e-learning tools to help them study online, employers must also find the right meeting and conferencing tools to ensure productive work during the lockdown. The challenge is choosing the right tools, which is much easier said than done. Aside from having an easy interface, you also want to think of factors like security, features, and other things.

There is no right or wrong answer when choosing a tool. It depends on what your business needs and the type of collaboration you do. Get to know some of the top tools utilised by businesses during the lockdown and the shift from in-face to virtual events to comply with social distancing requirements.

Video Conferencing and Meeting Tools for Remote Work 

Zoom

Zoom is perhaps one of the most popular and familiar names on the list, especially since its popularity spiked during quarantines and lockdowns. You can make calls  through any of your devices, whether it be your computer, smartphone, or tablet. Zoom also comes with a recording feature and has a chat function for easy communication. Security and privacy is perhaps the top reason why this tool is the most preferred for many businesses. One drawback is that only a maximum of 100 participants can join a meeting at a time, but this can be lifted if you get the paid software.  

Google Meet

Google Meet is another popular communication tool with an easy interface and recording feature. The free version only allows up to 25 people in a video call, but the paid version allows up to 250 people. One of the unique points about this tool is that it can be integrated with other Google functions like your Google Calendar and other software in the G Suite. 

GoToMeeting

GoToMeeting may not be as familiar as the first two tools, but it is highly popular among small businesses, with over 18 million users annually. It is known for being compatible with many devices, scheduled meeting features, and providing user-friendly experiences. However, you can only invite up to three attendees and host meetings for up to 40 minutes, so you will need to unlock the advanced feature.

 WhatsApp

WhatsApp is a popular social media platform used today, but its video calling function is not as well-known. The current cap is at eight users, making it more limited for business purposes. However, the app is easy to use and operate and can be linked to your contact list.

 Messenger

Facebook jumped into the world of video conferencing by making an extension of Messenger with its Messenger rooms. You can easily create a room and share it through your News Feed, Groups, or Events, with a maximum of 50 people joining the call at a time. Facebook Messenger Room also allows you to use AR functions and set mood lights or fun backgrounds.

Shift to Virtual Events and Webinars

Due to the need for limited face-to-face contact in the lockdown, businesses must also transition from face-to-face events to virtual events. As such, webinars have become more common during this time. The world of events and communications have changed drastically in the pandemic, and with uncertainty on when in-person events can ensue, there is a high chance that virtual events will become a norm for many businesses.

Prospects for the events in the future show that a mix of in-person and virtual events will likely be the most suitable set-up. However, finding the balance between the two will be challenging as each format comes with advantages and disadvantages. Ultimately, it boils down to your objectives and the type of events you are hosting.

E-Commerce Trends and Online Sales

E-Commerce Trends and Online Sales

There is no denying that e-commerce is now the norm. With it, shopping has never been made easier. You no longer have to wait in traffic, shop manually, or drive to different stores to get what you need. Instead, you can stay at home and browse through product selections, then have your order delivered right at your doorstep. Due to the popularity of e-commerce today, Internet giants like Amazon and Alibaba have become household names for billions of users who shop online.

Avid shoppers would be happy to know that the world of online shopping is full of large festivals where you can score some of the biggest deals. You can get major sales and promotions--the best you will find in a year. The three most popular ones include Amazon Prime Day, China’s Singles Day, and Black Friday.

Read about each one to learn more about their origins and how big the price drops are.

Amazon Prime Day

As one of the most well-known e-commerce sites, Amazon does not disappoint with its annual shopping festival known as Amazon Prime Day. Contrary to its name, the event runs for two days from October 13 to 14. During the two days, you can score some of the lowest deals in a year, including $50 off Apple Airpods Pro, up to 32% off in Adidas, 20% off in Ray-Ban, among others.

Amazon Prime Day is exclusively open for Amazon Prime subscribers, which comes with several other benefits. The membership costs $11.99 monthly or $119 annually. With it, you can shop during the big Prime Day, enjoy fast and free two-day shipping, stream videos and movies with Prime Video, listen to songs ad-free on Amazon Music, and get many other perks.

China’s Singles Day

China’s Singles Day, held on November 11 every year, is known for being the world’s largest shopping festival. The event’s name comes from the November 11 date, which is often abbreviated as 11.11 or double 11, as they resemble bare branches that can be likened to single or unattached people. Without a doubt, Singles Day is the most anticipated day for internet shoppers every year as they can get some of the biggest discounts from retailers like Alibaba and Pinduoduo. 

In 2019, the 24-hour shopping festival resulted in 1.9 billion orders and over $35.8 billion in sales. This year, Alibaba extended the event by including November 1 to 3 to build up the excitement. For Chinese shoppers, Singles Day is undoubtedly the biggest shopping event, though the festival has yet to capture a fully global audience. This year, some of the best deals included up to 40% off in Nordstrom and Bed Bath & Beyond, 70% off selected goods in AliExpress, and 22% off in Levi’s. 

Black Friday

Another one of the busiest shopping times in the year is Black Friday, an informal name given to the day after Thanksgiving. The day is often known to be the official start of the holiday season, so it has become common practice for retailers to offer massive discounts on this day. Since accountants use the colour black to mark profits in book entries, the day became known as Black Friday. Last year, some of the top sales included up to 50% off in Target, 60% off in Lenovo, 40% off in Amazon appliances, and many more.

The National Retail Federation (NRF) reported 84.2 million shoppers on Black Friday in 2019, signifying the magnitude of the shopping event. Though Black Friday itself is the day with the biggest discounts and sales, the event typically begins earlier and can extend through the weekend. Through the years, Black Friday has become such a tradition for retailers that the day accounts for almost 20% of annual sales for many of them.

Cyber Monday

Cyber Monday is another popular shopping festival celebrated on the first Monday after Thanksgiving. It is often referred to as an extension to Black Friday, and its name came from the fact that people continued to shop online after going back to work from the holidays. While Black Friday has long been considered the biggest shopping event in the US, Cyber Monday has slowly started to take its position.

Some of the early Cyber Monday deals include 35% off Lenovo’s gaming laptop, up to 33% off Nintendo games, 12% off the 2020 Macbook Pro, and many others. Noticeably, this event is typically loaded with tech sales, making it the perfect time to shop for gadgets. 

Diwali

Diwali is a major five-day festival celebrated in India in November. Over the years, the event has evolved to become a shopping season for people, thus boosting online sales during this time. You can score up to 90% off in Amazon Diwali deals, 80% off in Flipkart, and get so many other discounts to save a ton of money.

Fast and Cost-Effective Video Editing

Fast and Cost-Effective Video Editing

Video marketing is the process of conveying images and sounds to evoke emotion with the audience. It is a proven effective tool in boosting conversion rates, building a brand, driving traffic to your website, and increasing your profits. However, there is a whale of a difference between a haphazard clip and a polished video created by professionals. The difference often boils down to one thing: video editing.

Small businesses may recoil about the price, but video marketing offers a high return for investments. More than the numbers, some impacts like a positive impression on your brand, awareness about your company, and connection with your audience are not easily measured. 

Long-Form Content or Snackable Videos

The marketing video is typically two minutes or less. However, it is not a hard rule that you should follow. Form always follows function.  There are several factors you should consider when determining the video length:

• The channel or platform where the video will be shown

• The budget

• The message you want to relay

• How it fits your overall strategy

Long-Form Content: What is It?

In digital marketing, any content that is over 10 minutes long is considered a long-form video. Generally, it contains the traditional arc where the beginning, middle, and the ending are clear to the viewer.

In terms of optics, it shows the commitment of the company to the product or service it is trying to promote. It indicates confidence in the product because they are willing to spend money on it. For instance, luxury brands BMW does not rest on its laurels and continues to invest in producing film shorts as part of its radical strategy to revitalise its brand and connect with the Internet audience.

Three Routes to Long-Form Video

There are three routes to long-form video content creation:

1. Hiring a professional agency for production and video editing

2. Fan film or fan-fiction. One example is to sponsor a contest for the best fan-made video content.

3. Prosumer, which is a user-generated content produced using professional equipment. Prosumer refers to both professional and consumer.

The two other choices take time, and there is no guarantee of getting a quality outcome. Hiring a professional creator and editor, meanwhile, will make sure that you get fast and cost-effective video editing results.

Snackable Video: What is it?

Just as the name suggests, a snackable video is a short-form content designed to be easily digestible for people on the go. The length can be 10 seconds to 60 seconds, and up to five minutes. However, on average, these videos are less than two minutes long.

They cater to the younger set who want their content delivered without frills but in a fun and interesting way. These snackable videos work best to target followers of Instagram, YouTube, Twitter, and Facebook.

Snackable videos are quick and cost-effective compared to long-form content. With the technology of smartphones nowadays, you can shoot scenes for your video marketing campaign and turn the images over to a professional video editor to work their magic.

Make no mistake, the shorter the video, the trickier it gets. More than ever, you need the help of a professional video editor that can get your point across in 10 seconds for a YouTube ad, for instance, or under 60 seconds for a TikTok video.

Conclusion

Video production is a cost-intensive process, but the only way you make sure you get maximum returns is to do it right the first time.

Even if you are shooting your video, it is always recommended to outsource video editing to a professional. The one common mistake people make is to cram all the scenes into the video because they shot all those images for nothing. Whereas video production is the process of addition, video editing is the art of subtraction.

Writing Effective Articles to Deliver Results

Writing Effective Articles to Deliver Results

Businesses may think that once they launch their website, everything will fall into place. Suddenly, customers will visit their online shop, order items, and their profits will rise exponentially. Unfortunately, that is not the case.

 You have to stop thinking of the online journey in linear terms. Some of the steps may take you in different directions, and the landscape that greets you will change almost every time.

 Take blogging, for instance. It might not make sense at first, and digital marketers typically get a lot of resistance from small businesses and organisations. But it is a very powerful tool that will elevate your website and help you stand out from the competition.

The Benefits of Blogging and Writing Articles 

Some of the benefits of blogging and writing articles for your website include:

1. It will help establish your expertise within your field -- How do you drive across to your customer that you present the solution to their nagging problems? Flooding your website with images and videos won’t cut it.

2. It will help edge out your competition -- If your competition is not blogging, then they would naturally turn to your website for answers.

3. It helps to establish your voice -- With blogging, you take down the corporate veil and show the identity and culture of your organisation. You are no longer a faceless entity, and your customers will come to realise that your business is composed of people just like them.

However, writing blogs can be tricky. There is a massive difference between an online journal and a business blog. With the latter, your biggest enemy is the stream of consciousness. You cannot just put words onto the digital space.

The objective may be to build awareness of your brand, to highlight a particular product, to relay your expertise on a particular subject matter. With blogging, each word should serve a purpose.

Writing Effective Blos Posts

Here are some tips to make your blogs more effective:

1. Use active verbs. This simple trick will shorten your sentences and also minimise confusion.

2. Stick to one topic. You have every opportunity to put your ideas on the digital paper, so do not rush the process.

3. Post consistently. The number of blog posts each month for your business should be no fewer than 11 per month. Make sure to post articles 2-3 times per week.

4. Avoid short posts. Long articles tend to rank well on Google and other search engines. According to data, posts with more than 2,000 words will rank the best.

5. Speak in a casual voice, especially when you are talking directly to your customers. Avoid using jargon and technical terms, and make sure to explain them in simple terms so that everyone would understand. Some businesses equate complex words with expertise, which is not the case.

6. Solicit topics from your audience. It is also one trick to promote engagement and build a community among your readers. It will show that their opinions matter to you.

7. Take a stand. Remember, your blogs are your own voice as well as your customers’ voice, especially if you have already built a large community. You may generate controversy with your stand, but nobody likes a wallflower.

8. Relay your main points at the top of your blog. You can use subheadings and bullet points to make reading easier. However, even if they stop midday, you have already delivered your point.

Remember, owning the website does not give you the license to populate it with useless content. If you are not confident about your writing, you may outsource the task to professional SEO marketers. One of the benefits is that they are familiar with the arcane language of search engine optimisation, which helps catapult you to the top of the search engine results pages.

Seven Tips To Start Your Business Podcast

Quick Tips To Start Your Business Podcast

While a podcast may seem easy to set up, it can also be quite tricky. The following are seven tips to start your business podcast and to help get you going.

1. Recording Your Podcast

   When recording, use a lossless file format (.wav, FLAC, ALAC, etc.) to get the best quality possible.

2. Uploading Your Podcast

   When uploading your podcast, make sure to use MP3 or MP4 format because most apps support these audio types.

3. File Size and Quality Audio

   Apple and iTunes limit the size of the audio to 150MB, so keep that in mind. However, you can always use editing software to reduce the size to 128kbps or up to 160kbps, which should be sufficient to provide quality audio to your listeners.

4. Find Your Niche

   Next is to find your niche. Google has over 2 million registered podcasts, but you can localise your content to your specific industry. Still, you need to ask the question: what is the unique value that you can offer?

5. Identify Your Talent

   The host can make or unmake your podcast. Decide if you are going to tap internally or hire outside professionals.

6. Invest in Basic Equipment

   You will most likely require a computer or laptop, microphone, audio interface or mixer, windscreen, amplifier, headphones, and editing software.

7. Create a Draft Script

   Create a draft script or topic outline but be prepared to go off-topic. It is crucial that the host must develop a signature style that the audience can connect. In the same vein, you need to be conscious of the type of listeners you want to target. In today’s cancel culture, the last thing you need is to offend the wrong people.
   

How To Get Started Podcasting

Podcasting is relatively easy to do since you can make a start with minimal equipment. The best part of podcasting is that it does not take a fortune to produce, and can be produced to a very high standard using an agency with experience in this area. This can often remove a lot of the headache for people and brands who want to produce a quality podcast without having to invest in equipment, soundproofing, dedicated studio space or more. For a studio-like podcast, most of your expenses will go towards the investment in high-quality equipment. But once you have your setup, you can produce a podcast on a that all-important regular basis. 

Why Podcasting is Important for Your Brand

Podcasting Exploded In Recent Years

You might be paying attention to a TED Talk or a talk show featuring your favourite celebrities on your smartphone, and taking for granted that you are already listening to a podcast. But you do not make the connection about its potential to elevate your marketing strategy and reach a new audience outside of your standard customer demographic. 

In terms of numbers, podcasting really exploded in recent years. Here are some of the statistics courtesy of Podcast Insights you should be aware of:

➔   5 in 10 homes follow a podcast

➔   Nearly 5 in 10 of listeners have the purchasing power ($250,000 in annual household income)

➔   3 in 10 listen to at least one podcast every month

➔   Google has registered over 2 million podcasts

➔   Nearly 8 in 10 are familiar with podcasting

➔   77% of listeners belong to the 12-54 age demographic

How Businesses Are Using Podcasting

Businesses are also aware of this phenomenon and are jumping on the bandwagon. For example, in 2019, marketers spent about $420 million in podcasting, and the amount is projected to hit $520 by the end of 2020. 

Generally, their decision to invest in podcasting has yielded positive results as it boosted purchase intent by 14%.

Podcasting as a marketing tool

Businesses that use podcasting as a marketing tool have enjoyed the following advantages:

➔   They develop a cult following from their clients.

➔   They open new opportunities to reach out to new customers.

➔   They can engage with their customers better. As a result, their customers find the business more relatable.

➔   It provides a platform for their audience to ring in their comments, suggestions, and even complaints.

➔   It helps establish themselves as the go-to experts in their respective fields.

Top Reasons Why Podcasts Must be a Crucial Part of Your Overall Content Strategy

Your Overall Content Strategy

 A podcast is an audio file that is available for download or streaming to a desktop or mobile device. Typically, it consists of a series of episodes released on instalments as part of a show. You can listen in free or via subscription.

Among the most popular podcasts include The Joe Rogan Experience, The Ben Shapiro Show, This American Life, and TED Talks Daily.

Here are some important statistics you should know about podcasts:

➔   As of April 2020, there are 20 million podcast episodes online.

➔   More than 500,000 of them are active shows on Apple with content available in 100 languages.

➔   Nearly 8 in 10 people are familiar with podcasts.

➔   Half of the American homes listen to audio content.

➔   Nearly 70 million Americans listen to at least one podcast a week.

➔   Almost half of the podcast listeners have buying power as their mean annual income is $75,000.

➔   8 in 10 podcast listeners belong to the 12-54 age demographic. 

When people think of content marketing, oftentimes, they only consider video and text. One reason that scares people away is the length of an episode. According to data, the average podcast lasts 43 minutes. With videos, for example, you can add fillers to keep the viewers interested. Meanwhile, the standard blog length is about 2,000 words. For the average reader, it will only take between 7-10 minutes to finish the whole piece.

But you have no such luxury with podcasts.

Understandably, it is intimidating to fill all that dead air, if you have a boring topic or you have nothing to say. Here are seven reasons why you should include podcast in your overall digital content plan:

1. Value for money -- Podcasts do not demand much in terms of production cost. You only need a soundproofed room (which you can DIY on our own using YouTube videos), decent audio technology, and a microphone. Most of the expenses are also spent during the initial preparation and launch.

2. It is mobile-friendly -- Podcasts are designed to reach out to people who are on the go. Most of the listeners consume their favourite podcasts while in their car or public transportation, as well as outdoor activities. Edison Research says about 7 in 10 listen to podcasts on their mobile gadgets.

3. It gives you a platform to showcase your expertise -- For companies, podcasts offer an opportunity for them to share their message with minimal interruption. They can also engage their customers and address their concerns on the fly. You can also leverage this interaction to solicit suggestions and recommendations from your customers on how to further improve your products and services. In the same vein, you can also connect with the experts in the industry to ping-pong ideas with the ultimate goal of educating your audience.

4. You can piggyback on a growing industry -- The number of podcasts is rapidly expanding. Technology has finally caught up with the demand. New pieces of audio equipment now are cheaper than ever, allowing the average person to invest in them and start their own show.

5. Edge out your competition -- You can get an edge over your competition by offering podcasts as one of your value-added services. Another benefit is that podcast listeners are quite possessive of their shows. It would be easy to gain loyal listeners if you have something substantial to share.

Conclusion

There is money to be made in podcasts if you can launch a successful product. You can earn revenues through sponsorships, partnerships, and ads. Joe Rogan pulls in $800,000 per episode for his thrice-a-week show. Of course, that is one extreme example.

Nevertheless, if the podcast will allow you to reach your customers and provide them with a platform to engage with you, then your investment into this type of content strategy is well worth the effort.

Using Digital Content To Connect With Your Customers During The Pandemic

Connecting With Your Customers 

The COVID-19 has screeched major economies to a halt and forced people into feeling like prisoners in their own homes. In the United States, for example, about 11 million workers lost their jobs as companies shut down, particularly the small and medium business that could not absorb the impact of prolonged lockdowns.

But it is also an opportunity for digital marketers because they have a ready audience who, more than ever, feels the need to communicate, socialise, and connect with others. With nothing better to do, they turn to the digital channels to fulfil this fundamental human need.

Whereas before, they viewed bite-size videos because the time for them was a luxurious commodity. Now, time is the only thing they have. The problem now is how they manage their time and become more productive while they are in quarantine. As a result, they are consuming more media at historic levels.

For example, according to data, the streaming hours for both Netflix and YouTube grew 25.2% and 21.7%, respectively, in May 2020 compared to February 2020. In the same vein, e-commerce websites are reaping the windfall of physical stores closing their doors for lack of shoppers. Amazon’s profits, for instance, ballooned by about 39% during the pandemic.

 It means Amazon founder Jeff Bezos just grew $13 billion richer.

Shifting Tides

Companies that have not ventured toward digital advertising may feel lost in the open sea with their mast broken. The dedicated budgets for traditional channels like sponsorships, trade shows, TV spots, travel, exhibits, and other collaterals is suddenly becoming useless.

But this is the perfect opportunity to migrate online and test the waters of your digital campaign. However, do not take the shotgun approach of simply pulling the trigger and hoping you hit something.

Fortunately, digital marketing is not a new concept.

In 2009, for example, marketers spent more than $333 billion for video, audio, and written content. The budget is projected to further grow to $385 billion in 2020 but the jury is still out on that one. 

Before launching your digital campaign, here are some crucial things to consider:

1. Positive message only, please --  The sinking boat theory suggests that customers are more likely to abandon a company that they believe is not performing well. The pandemic offers an opportunity for you to prove the resilience of your brand. Simply connecting with them and seeing how they are doing can go a long way for them to think of you.

2. Use existing resources -- The shutdowns began at the start of the second quarter of the year. Companies have already laid down their annual 2020 marketing budgets, and some have already started their campaigns. Then the pandemic spoiled all their plans. But you already have existing resources, and you only need to hire a digital marketing company that can optimise them when you migrate your campaign online. As such, you can even save some money.

3. Use social media sites to launch products -- The pandemic forced companies to postpone, if not cancel, their product launches. But it does not have to be that way. More and more products have released video teasers for a product launch scheduled at a later date. Even the much-anticipated live-action movie, Mulan, will debut on Disney+ in September, with limited theatre releases in some Asian countries. The strategy will also showcase your ability to adapt amid the uncertain times.

While some companies have tightened their belts because of the uncertain future, the numbers showed that forward-thinking organisations that invested during a crisis like the recent 2008 US recession, for instance, are more likely to come out on top when things return to normal.

Indeed, take the pandemic as an opportunity to revisit your marketing strategies and perhaps, this is the right time to shift your focus online.