Podcasts can be immediate, effective and engaging. They are more personal than many other marketing channels, encourage conversations and provide a great chance for people to access your content on the go. So, for the second in our series of Know How events we explored podcast production. The half-day workshop was led by Inner Ear’s Dougal Perman and Amanda Mitchell.

To start the session Dougal and Amanda highlighted the potential of podcasts, which can vary hugely in terms of style, purpose and approach. Have a listen to some different podcasts to find inspiration for your own. Nice examples from the cultural sector include the Tate and the Scottish Poetry Library. And of course, the Culture Republic podcast series is well worth a listen too – even if we do say so ourselves!

Participants then considered the practical issues of producing a podcast, as well as some useful tools. This was split into three sections: pre-production, production/post-production, and publication.

1. Pre-Production

Before you begin you should be clear about your objectives. There are many reasons an arts organisation might want to produce a podcast. It could be to market an event or exhibition; to communicate information and increase general awareness; or to generate additional income. You should also identify your target audience. Think about who your podcast is aimed at, their interests and what you want them to take away from listening.

During this planning stage you should also think about the content, style and format. What will the programme contain? Will the podcast be interview-based or do you want to do something different? There are other practical issues to consider such as copyright. If you are going to use music, for example, you may need to gain appropriate permission or pay royalties.

2. Production/post-production

Having the right kit can help you create a professional sounding podcast. Dougal and Amanda emphasised, however, that you don’t have to spend lots of money on expensive gear. They went through some of the different equipment available for recording and editing.

On the day we talked predominantly about handheld recorders, like the Zoom H4n and the Tascam DR-40, but there are a range of recording software and products out there. This helpful article from Transom has lots of information and detailed advice on picking the right tools for you. There’s a wide variety of software available when it comes to editing too. Dougal and Amanda suggested the app Audacity, as well as an online editor Soundnation.

3. Publication

Once you have created the perfect podcast you will need to decide how and where you’re going to publish it. There are a range of platforms to consider, including Mixcloud, Mixlr, Podomatic, Podbean and Soundcloud.

The session finished with a live demo of how to generate a RSS feed. This is important for measuring your impact. If you create a RSS link using Google Feedburner and enable stats tracking you can access valuable listener statistics for your podcast.

Throughout the session Dougal and Amanda really emphasised the flexibility of podcasts. They have no set length; the production costs are relatively low and the range of free or affordable support tools available means that you don’t need extensive technological expertise. Have fun coming up with your own style and content, and connect with new and existing audiences.