How to Organize Your Content into a Podcast? Get into the details of podcast show development by learning how to approach your podcast preparations, topic research, script development, recording schedule, show notes, and production. If you're ready to understand what it takes to produce a podcast, or even thinking about a topic you would like to transform into a podcast, then this talk is for you! About This Talk Join me (Kyle Bondo), founder of Gagglepod and the host of the Merchants of Dirt Podcast, for a Meetup Talk about how to develop the strategy that will become your podcast. Join the Gaggle Some podcasters get stuck along the way and don't know where to go next. At the end of each talk, we have a Q&A session where you can get all your how-to podcasting questions answered. No upsell. no fluff. Take this opportunity to ask any question that will get you unstuck and back to building your podcast! But wait, there's more! This is the first in a series of talks to get you up-and-running with your first podcast. It can also help you improve the podcast you already have. Each talk hits on a podcasting topic designed to give you something that you can immediately put to use. However, if you can't wait, go to Gagglepod.com to take a look at my intensive one-day workshops or my one-on-one coaching opportunities. Location Germanna Community College 10000 Germanna Point Drive Workforce Building Room 126 Fredericksburg, VA NOTE: This Meetup will be on the Fredericksburg Germanna Campus, located near Fredericksburg Exit-126 near I-95. About Gagglepod An ardent podcast audience is the result of a compelling creative strategy. The key is to find a fresh way into the hearts and minds of your listeners, redefine and own the conversation in your space, and engage people by talking about the topic you love. Gaggle Podcasting (GagglePod) provides the clear principles & actionable insights necessary to produce the most compelling, tribe-building podcast in your space. Learn more about how to put our straightforward, transparent process into practice.

1. Gagglepod.com
Meetup.com/gagglepod
October 09, 2017

2. Podcast Show Development
Kyle Bondo
kyle@trenchbucket.com
meetup.com/gagglepod
gagglepod.com
PODCAST SHOW DEVELOPMENT
Gagglepod
How to Organize Your Content into a Podcast

3. Tonight's Goals:
Gagglepod Process
Expertise
Insight
PODCAST SHOW DEVELOPMENT
The Idea
Development
Pitfalls
Decisions

4. GAGGLEPOD PROCESS
Gagglepod Process
A Podcast Development Approach

5. GAGGLEPOD PROCESS
EXPERTISE IDEA
BUILD
MICTOOLS LAUNCH
The Gagglepod Process
DEV
1. Something you’re good at
2. Have an idea
3. Develop your show
4. Get some tools
5. Use a good microphone
6. Launch it
7. Build an Audience

6. GAGGLEPOD PROCESS
EXPERTISE IDEA
BUILD
MICTOOLS LAUNCH
The Gagglepod Process
DEV
1. Something you’re good at
2. Have an idea
3. Develop your show
4. Get some tools
5. Use a good microphone
6. Launch it
7. Build an Audience

7. GAGGLEPOD PROCESS
EXPERTISE IDEA
The Gagglepod Show Development Process
DEV
WHAT DO
YOU KNOW?
WHAT DO YOU
WANT TO SAY?
WHAT KIND OF SHOW
CAN YOU BUILD?

8. “Begin at the beginning, and go on till you come
to the end: then stop.”
– Lewis Carol, Alice in Wonderland
EXPERTISE – WHAT DO YOU KNOW?
Expertise
What do you know?

9. iTunes Podcast Categories (14+)
• Arts
• Business
• Comedy
• Education
• Games & Hobbies
• Government & Organizations
• Health
• Music
EXPERTISE – WHAT DO YOU KNOW?
• News & Politics
• Religion & Spirituality
• Science & Medicine
• Society & Culture
• Sports & Recreation
• Technology

10. EXPERTISE – WHAT DO YOU KNOW?
Arts
Design
Fashion & Beauty
Food
Literature
Performing Arts
Visual Arts
Business
Business News
Careers
Investing
Management & Marketing
Shopping
Comedy
Education
Educational Technology
Higher Education
K-12
Language Courses
Training
Games & Hobbies
Automotive
Aviation
Hobbies
Other Games
Video Games
Government & Organizations
Local
National
Non-Profit
Regional
Health
Alternative Health
Fitness & Nutrition
Self-Help
Sexuality
Kids & Family
Music
News & Politics
Religion & Spirituality
Buddhism
Christianity
Hinduism
Islam
Judaism
Other
Spirituality
Science & Medicine
Medicine
Natural Sciences
Social Sciences
Society & Culture
History
Personal Journals
Philosophy
Places & Travel
Sports & Recreation
Amateur
College & High School
Outdoor
Professional
TV & Film
Technology
Gadgets
Podcasting
Software How-To
Tech News

11. EXPERTISE – WHAT DO YOU KNOW?
What are your Interests?
• What do you always talk about?
• What do people ask you about?
• What do you love that you
ALSO talk about all the time?
THAT is what you’re first podcast should be about…

12. EXERCISE #1
EXPERTISE – WHAT DO YOU KNOW?
“What are you good at that
you are ALSO passionate about?”
*Think about one now...

13. “You don't learn to walk by following rules.
You learn by doing, and by falling over.”
– Richard Branson
IDEA – WHAT DO YOU WANT TO SAY?
The Idea
What do you want to say?

14. First… we need to smash a few myths!
THE IDEA – WHAT DO YOU WANT TO SAY?
• I’m not an expert…
• Someone already did it…
• There’s too many on my topic…

15. MYTH #1 – Imposter Syndrome
THE IDEA – WHAT DO YOU WANT TO SAY?

16. THE IDEA – WHAT DO YOU WANT TO SAY?
Myth #1 – Imposter Syndrome
I’m not an expert… but you don’t have to be!
• Learn as you go
• Nobody has heard YOUR version
• Explore an issue YOU LIKE
• Not too long, just too boring
Dan Carlin’s “Hardcore History” Podcast

17. MYTH #2 – Blue vs Red Ocean
THE IDEA – WHAT DO YOU WANT TO SAY?

18. Myth #2 – Blue vs Red Ocean
Someone already did it… but not like YOU!
• What do YOU want to say?
• What are others not saying?
• What do you want your
audience to know?
• How will YOU say it?
THE IDEA – WHAT DO YOU WANT TO SAY?
Brett Tippie from “Just the Tip” (Pinkbike.com)

19. MYTH #3 – Lost in the Crowd
THE IDEA – WHAT DO YOU WANT TO SAY?

20. THE IDEA – WHAT DO YOU WANT TO SAY?
Kevin Smith from “Fatman on Batman”
Myth #3 – Lost in the Crowd
There are too many on my topic…
but are they any good?
• Podcast does not equal Good
• 1,000’s of Podfaded Shows
• YOUR audience is not THEIR audience
• Nobody Subscribes on accident!

21. EXERCISE #2
THE IDEA – WHAT DO YOU WANT TO SAY?
“Which myth is stopping
you from podcasting?”
*Time to let that go...

22. What do you know?
• What are you good at?
• What do you want to learn about?
• What are you passionate about?
• What does not bore YOU?
THIS becomes your IDEA for a Podcast…
THE IDEA – WHAT DO YOU WANT TO SAY?

23. EXERCISE #3
THE IDEA – WHAT DO YOU WANT TO SAY?
“What is YOUR Podcast Idea?”
*Think about one idea now…

24. “Serve your audience.”
– Roman Mars, Podcast Movement
INSIGHT – WHAT DO YOU KNOW?
Insight
What do you know about your space?

25. INSIGHT – WHAT DO YOU KNOW?
Top 40 Business Podcasts in 2016

26. Insight #1 – Know Your Topic
INSIGHT – WHAT DO YOU KNOW?

27. Research your Topic
• Gaps
• Questions
• Problems
• Struggles
Go Deeper
• Unserved Topics
• Underserved Topics
• Controversial Topics
INSIGHT – WHAT DO YOU KNOW?

28. Insight #2 – Know Your Listeners
INSIGHT – WHAT DO YOU KNOW?

29. Research your Possible Listeners
• What do they read?
• What do they buy?
• What do they do?
• What do they love?
• What do they hate?
What do you think about it?
• Explore both sides
• Take a position
• Start a Fight
INSIGHT – WHAT DO YOU KNOW?

30. Insight #3 – Know Your Competitors
INSIGHT – WHAT DO YOU KNOW?

31. Research your Competitors
• Do you have any?
• Who’s good?
• Who’s really bad?
• Which ones are just ugly?
Exploit their Weaknesses
• What are they NOT doing?
• What are they avoiding?
• What are they overdoing?
• What are they NOT saying?
INSIGHT – WHAT DO YOU KNOW?

32. EXERCISE #4
INSIGHT – WHAT DO YOU KNOW?
“What will your podcast
be about?”
*Think about your first listener…

33. “Nobody is going to punch you in the face
if you change your show.”
– Dave Jackson, School of Podcasting
DEVELOPMENT – WHAT WILL YOU BUILD?
Development
What kind of show can you build?

34. What are your requirements?
• Decide on a Direction
• Choose your Talent
• Choose your Format
• Decide on your Duration
• Decide on your Frequency
DEVELOPMENT – WHAT WILL YOU BUILD?

35. Step #1 – Direction
DEVELOPMENT – WHAT WILL YOU BUILD?

36. Decide on Direction
Your Vision
• Where do you see the show in one year?
Message or Mission
• What do you want a listener to know when
you are done?
Set of Principles/Rules
• What will your show do and not do?
DEVELOPMENT – WHAT WILL YOU BUILD?

37. Step #2 – Talent
DEVELOPMENT – WHAT WILL YOU BUILD?

38. Choose your Talent
• Solo (Monologue)
• Co-Host (2 hosts)
• Hostful (3+ hosts)
• Cast (Characters in a story)
• Narrator (talking over other a
cast)
• Moderator (host over multiple
guests or panel)
• Announcer/DJ (Introduces Acts)
DEVELOPMENT – WHAT WILL YOU BUILD?

39. EXERCISE #5
DEVELOPMENT – WHAT WILL YOU BUILD?
“Who will be the talent
of your show?”
*Think about who’s voice(s)
will drive the show…

40. Step #3 – Format
DEVELOPMENT – WHAT WILL YOU BUILD?

41. Choose your Format
• Monologues (stream of
thought, rants, lessons)
• Segments (ideas in multiple
parts)
• Interviews (guests only)
• Variety (combos of monolog,
interviews, and/or music)
• Hostful (group rants, random
topics)
DEVELOPMENT – WHAT WILL YOU BUILD?
• Journalistic (reporting what
happened)
• Academic (teaching a class)
• Critiques (reviews, sample snippets,
ratings)
• Productions (radio plays, audio
theater, character-driven)
• Narration (serials, 3rd person story,
audible-style)
• Experimental (sound collages)

42. Step #4 – Duration
DEVELOPMENT – WHAT WILL YOU BUILD?

43. Decide on Duration
There is no ideal length of a podcast
• Short Form (1-10 minutes)
• Medium Form (10-20 minute)
• Long Form (20-90 minutes)
• Marathon Form (90-120 minutes)
• Special Form (120+ minute)
DEVELOPMENT – WHAT WILL YOU BUILD?
“There are no podcasters that are too
long, only too boring.“ Dan Carlin’s “Hardcore History” Podcast

44. Step #5 – Delivery
DEVELOPMENT – WHAT WILL YOU BUILD?

45. Decide on Frequency (Delivery)
• Daily (M-F)
• Weekly
• Monthly
• Seasonal (# episodes per season)
• Serials/Arcs (limited # episodes per arc)
• Lessons/Seminars (limited # episodes)
• Chapters (limited # episodes per book)
DEVELOPMENT – WHAT WILL YOU BUILD?
“Release an episode when it is ready,
not when you have to.“

46. EXERCISE #6
DEVELOPMENT – WHAT WILL YOU BUILD?
“What duration and frequency
will your show have?”
*Think about how you will be organized…

47. “Let me ‘splain… No, there is too much.
Let me sum up..”
– Inigo Montoya, The Princess Bride
PITFALLS – WHAT CAN GO WRONG?
Pitfalls
Where can it all go wrong?

48. PITFALL #1 – Host Fallouts
PITFALLS – WHAT CAN GO WRONG?

49. PITFALLS – WHAT CAN GO WRONG?
Before Episode #1 After Episode #13
PITFALL #1 – Host Fallouts

50. Ownership (#1 Reason)
• Name Ownership
• File Ownership
• Company Ownership
• Division of Assets
• Division of Money
• Feed Ownership
• Sponsor Control
No Contact equals:
NO PROTECTION!!
PITFALLS – WHAT CAN GO WRONG?

51. Managing Agreements
• Who Pays for What?
• Scheduling Rules
• Format Decisions
• Music Selection
• Language Rules
• Guests Selection Criteria
• Advertiser Selection Criteria
No Process means:
NO DECISION!!
PITFALLS – WHAT CAN GO WRONG?

52. PITFALL #2 – Bad Guests
PITFALLS – WHAT CAN GO WRONG?

53. Some are Bad Performers
Not all guests are equal
• Good Writers – Bad Talkers
• Off the Record Statements
• Lack of Promotion
• Interview Usage Rights
Not all guests are required
• Edit or Don’t Use Them
• Ask for a “Do Over”
PITFALLS – WHAT CAN GO WRONG?

54. Some are Bad Actors
Not all respect your time
• Plan for Cancellations
• Plan for Bad Locations
• Explicit Language
Murphy Proof your Interviews
• IRT – In Real Life Meetings
• Send them USB Microphones
• Prep Them for your Show
PITFALLS – WHAT CAN GO WRONG?

55. PITFALL #3 – Hidden Costs
PITFALLS – WHAT CAN GO WRONG?

56. Hidden Cost Risks
• Music Licensing
• Voice Over Licensing
• Voice Over Talent Costs
• Fair Use and Usage Rights
• Mainstream Music Expenses
Annual Costs
• Hosting Fees
• Software Fees
• Equipment Fees
PITFALLS – WHAT CAN GO WRONG?

57. PITFALL #3 – Hidden Costs
PITFALLS – WHAT CAN GO WRONG?

58. EXERCISE #7
PITFALLS – WHAT CAN GO WRONG?
“What do you need to know
and have in writing
before you start?”

59. “Time to make the donuts.”
– Fred the Baker, Dunkin' Donuts
(circa 1981-1997)
DECISIONS – YOUR SHOW, YOUR RULES
Decisions
What kind of podcast do I want?

60. DECISION #1 – LOOK AND FEEL
DECISIONS – YOUR SHOW, YOUR RULES

61. Decide on your Artwork (Look)
Artwork Details
• 1,400 x 1,400 pixels
• Show Name
• Show Art
Artwork Goals
• Seen on Mobile
• Standout from others
DECISIONS – YOUR SHOW, YOUR RULES

62. Decide on Your Description (Feel)
• How others will see your show
• Keep it simple (No War and Peace)
6 Part Intro: I talk about __ for __ !
Short descriptions
• Written with direct language
• Use keywords they would search for
• Spelling and Grammar
DEVELOPMENT – WHAT WILL YOU BUILD?

63. DECISION #2 – PRIORITY
DECISIONS – YOUR SHOW, YOUR RULES

64. Decide on Your Priorities
Decide on Schedule
• Be Consistent
• Post same day as last week
• Ok to miss - Don't apologize
Plan for when life happens
• Content First – No Filler
• Not Live – Not Radio
• Batch Prerecorded episodes
DECISIONS – YOUR SHOW, YOUR RULES

65. EXERCISE #8
DECISIONS – YOUR SHOW, YOUR RULES
“On what day
will you start YOUR podcast?”
*Think about that day…

66. DECISION #3 – MOTIVATION
DECISIONS – YOUR SHOW, YOUR RULES

67. Decide on Your Motivations
Reason for your Podcast
• Money or Influence?
• Fun or Profit?
Promotion
• Look for advertisers?
Value
• How much is your time worth?
DECISIONS – YOUR SHOW, YOUR RULES

68. EXERCISE #9
DECISIONS – YOUR SHOW, YOUR RULES
“Are you in this for the money
or the fun of it?”
*Think about your motivations…

69. PODCASTING SUPPORT
Support
Where can I get help?
“Learning is not done to you.
Learning is something you choose to do.”
– Seth Godin

70. HELP – WHERE CAN I GET HELP?
Podcasts about Podcasting
• School of Podcasting – schoolofpodcasting.com
• Ask the Podcast Coach – askthepodcastcoach.com
• Audacity to Podcast – audacitytopodcast.com
• The Podcasters Studio – thepodcastersstudio.com
• Podcasters’ Roundtable – podcastersroundtable.com
• Podcast Answerman – podcastanswerman.com

71. Local Connections
Merchants of Dirt
@MerchantsofDirt
merchantsofdirt.com
reckoneer.com
Gagglepod
Podcasters Meetup
gagglepod.com
meetup.com/gagglepod
Get Lost Racing
@MerchantsofDirt
getlostracing.com
reckoneer.com
HELP – WHERE CAN I GET HELP?

72. EXERCISE #10 – Final
DECISIONS – YOUR SHOW, YOUR RULES
“What will your podcast
be called?”
*Give your show a working title!

73. THANK YOU
Kyle Bondo
@MerchantsofDirt
kyle@trenchbucket.com
meetup.com/gagglepod
Gagglepod.com