The Importance Of Finding The Voice For Your Brand In Growing Your Podcast

TBF 136 Jodi | Growing Your Podcast

 

How does finding your brand’s voice help in growing your podcast? Think about the last time you heard a great piece of music or a powerfully emotive sound effect. Now think about how that made you feel. Chances are, it evoked some strong emotions. That’s the power of sound. Audio branding uses that sound to create an emotional connection with a brand. It’s a powerful tool that can build brand equity, differentiate a brand from its competitors, and create an immersive brand experience. And that is what Jodi Krangle and Tracy Hazzard talk about today. Jodi has been a voice actor since 2007 and has worked with clients from major brands worldwide, including Dell, BBVA & Kraft. Over the years, she’s learned much about sound and how it influences people. Her podcast on this subject is Audio Branding: The Hidden Gem of Marketing. Join Jodi as she talks about the power of sound and the importance of finding the voice for your brand in growing your podcast.

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The Importance Of Finding The Voice For Your Brand In Growing Your Podcast

I have Jodi Krangle of Audio Branding. I have been playing around in PodMatch. It’s my favorite new apps and a great new partnership that Alex Sanfilippo and I have developed. I am fascinated with how it works. I’ve found some great people, and Jodi is one of them. She’s got the Audio Branding Podcast. It’s absolutely fascinating. I love the way she’s approaching podcasting and everything about it. Let me tell you a little bit more about Jodi before we get into Audio Branding: The Hidden Gem of Marketing. I love that title as well. Jodi has been a voice actor since 2007 and has worked with clients from major brands all over the world, including Dell, BBVA, and Craft.

She’s also a singer and has put her own album together of jazz, blues, and traditional tunes. Over the years and doing what she does, she’s learned a lot about sound and how it influences people. Her podcast on the subject is called Audio Branding: The Hidden Gem of Marketing. You can learn more about her at her website, where she talks about Voiceovers Vocals and all things that services that Jodi provides. Let’s take a deep dive and talk about the art and science of Audio Branding.

About Your Brand In Growing Your Podcast Host Jodi Krangle

TBF 136 Jodi | Growing Your Podcast

Thanks for dropping by! You can visit my website at https://voiceoversandvocals.com for immediate gratification 🙂 – and you can listen to my podcast – Audio Branding: The Hidden Gem of Marketing, at www.audiobrandingpodcast.com – but here’s some info about me, since you seem to be interested:

I’ve voiced national and international commercial campaigns for companies like Bissell, Kraft/Capri Sun and Visit Orlando, narrated documentaries, corporate & web/explainer videos for Fortune 500 companies and have been the narration voice for shows on both Slice Network in Canada and HGTV in the US.

I’M HERE TO MAKE YOUR LIFE EASIER!
First, if you contact me, you can be assured I’ll answer almost instantly. I’ll keep you posted throughout the project so you know what’s happening and when you can expect your audio.

Secondly, I’ll complete your project as soon as possible. That can sometimes mean within a half hour. Your business depends on both QUALITY and SPEED. I’ll be a trustworthy partner in this – and I’ll make you look good!

My professional studio is equipped with ISDN, Source Connect (standard), ipDTL, Skype, and more – at no extra cost to you. I work with clients all over the world, so I find it’s best to be prepared.

My background is as a musician – so not only do I recognize the story elements of your copy, I also understand its musicality. (To hear samples of my jazz/blues album, visit http://www.jodikranglemusic.com).

I’m also a sci fi/fantasy/media geek from way back – so if you want to talk about Star Wars, Star Trek, Doctor Who, Firefly, comic books, Dungeons & Dragons or any other geeky topics, I’m your girl. 😉 (And if not, I won’t be offended – promise!)

NEED A VOICE? Reach out any time. 🙂 I’m at 905-836-5444, or jodi@voiceoversandvocals.com .

VOICE OVER SPECIALTIES:
✔ TV & Radio Commercial Voice Acting
✔ Corporate & Industrial Video Narration
✔ Explainer/Web Videos
✔ Political Ads
✔ TV Promo & Show Narration
✔ Documentary Voice Over Narration
✔ Jingle Singing
✔ Songwriter Demo Singing

Jodi, I’m so glad to geek out with you and talk about sonic branding. I love that because that’s in the description of your show. Audio Branding is the name of the show but sonic branding makes it sound so much cooler what we are doing. Podcasting sounds awful compared to that.

It’s all part and parcel of having a good sound strategy for a company. Podcasting is definitely a part of that.

You’ve got so much going on. I love the art and science of sound. That’s your focus. There is a lot of art to this. We have been building a brand-new microphone, and I cannot believe how much science and technology are in that. We accidentally hit on some things that we didn’t know. I didn’t understand this about sound engineering that I discovered through the process of developing a microphone. I thought, “How did I not know these things?” You go through this and are like, “I’m using microphones every single day,” and I still don’t know that.

We are hearing every single day and don’t pay enough attention to sound, even if we are hearing it. It’s all very subconscious. It’s one of those things that is a part of our life and much a part of our life. Yet we pay so little attention to it when it comes right down to it.

You hit on the thing that’s most powerful is that the power of being in someone’s ear has such lasting value. I love that about podcasting. It has been the thing that’s attracted me from the beginning but you started your first podcast, your first episode, at the beginning of January 2020, before the pandemic. You had no idea that was coming.

It was in November 2019.

I saw your trailer episode and assumed it was 2020 that maybe when you developed that.

That’s when I did the trailer.

You got it started and already had this a little bit of powerful build before everything shut down around you. How did that feel for you? Where you so glad you started your podcast?

I was glad that I had begun the idea of it because no one could say, “You started it because of the pandemic.” Beyond that, I already had a business where I was working from home in a sound booth. All of the equipment was here. For me, it was a no-brainer but it did take me a while to get to the point of, “I have to do a podcast.” I tried to do everything else and was part of a business mastermind. When I was in that business mastermind, all of them were starting podcasts. It was like, “Why would I want to do that?”

TBF 136 Jodi | Growing Your Podcast
Growing Your Podcast: We hear every day but don’t pay enough attention to sound. It’s all very subconscious.

 

“Why would I want to do that,” was my first question because it’s a lot of work, as you well know. It took me a while because I started on the wrong track. I started with a previous podcast that was a conventional wisdom podcast. It tells you how much people think of you as an expert when you do a podcast. I did that podcast for 30 episodes, and they were short. There wasn’t much to them, and people asked me to be a life coach.

Find out what they want from you quickly, don’t you?

Yeah, but it was the most ridiculous thing I thought. I may as well have a podcast that I have a passion for as opposed to trying it out. I’m glad that I tried it out. I learned a lot in that first outing but I wanted to pick something that was a passion, and sound is definitely a passion. The Power of Sound and where my voiceovers fit into that Audio Branding spectrum. The idea that sound is important and that not a lot of people are paying it to do it deserves it. Raising all boats for my colleagues was definitely on my mind, and raising all boats for anyone who works in sound. Unfortunately, as we’ve said in a lot of cases, it’s the last thing people think about.

They start the podcast and are like, “I got to think about the sound of my show,” or I listen to it and you go, “That’s not good.” I better learn this part of it. It’s interesting because you start from that perspective. What was the show called when you first started it?

The previous one was called Jodi’s Silver Linings, and it was basically a little bit of good news. It was a little bit of you don’t have to be productive every second of the day. If you are at an outing, you don’t need to be taking pictures every five seconds. You could experience the moment, these kinds of little things like common wisdom or regular stuff. I’m a little older, and maybe I have been around the block a few times. I don’t know. Learn how to pay attention to what’s going on around me.

Did you completely start over from scratch and get rid of all of those episodes, and rebrand? Did you start out like a completely new podcast?

I started a completely new podcast. Jodi’s Silver Linings is still out there. It has completely different cover art and all of that stuff. Those 30 episodes are still out there. You can still see them or listen to them if you want to. I did a complete rebrand and went in a very different direction. I do both interviews and solo podcasts, and the solo podcasts are 5 to 7 minutes long. They are not long at all. Physically, I write an essay and speak it.

I’ve heard some of those because I’ve listened to your episodes, and your interviews are done in two parts. How is that working for you? Do you find that it’s better to split them into two parts?

I like that a lot. I think that people want to tune in for the second part of it. First of all, if you like someone that I’m interviewing, you will want to hear their second part. I like to keep these at about 30 minutes, as we’ve discussed earlier before starting this. People have a limited amount of time and attention that they can pay to something these days, especially. I like to do it in bite-sized chunks. Not only is it better for people’s attention spans but it’s also better for me because it gives me more of a buffer zone.

If I have one person doing an interview, I have two episodes out of that, which means as the podcaster, it gives me a little bit more wiggle room. I get 2 weeks out of that 1 interview instead of 1. That makes my job easier and easier to schedule, and less pressure on me to constantly be after a new guest every week or week and a half. I can let it sit a little bit and be picky about who I would take on the show because it’s pretty specific.

People have a limited amount of time and attention that they can pay to something these days. Click To Tweet

What I want is that you need to listen to the way that Jodi does this because she’s loading from one episode to the next. It has a nice break to it. She’s planned it. She knows where the part is going to happen and where the second half is going to go. It’s not watching the clock that’s happening for you. You figure out where that natural break is and are going to share it in the next episode.

That makes a big difference because a lot of people are like, “It’s too long. Let me cut it in half.” They didn’t plan it ahead of time. That’s where yours is very different. It flows because I’m left off in a place where I go, “I got to listen to the second half and find out what happens next.” That’s a real driver as well. You plan that well.

I have a lot of help. My audio editor is a fellow named Umberto Franco, who is in Portugal and Columbia. He goes between two places. He’s talented. He helps me with the final editing of all of the episodes except for the solo episodes. Those I do myself because it’s what I do. That’s easy enough. The thing with that is making it sound conversational. I’m having a conversation with your ear. I’m talking into your ear. That’s the idea.

That’s so important because you said you wrote an essay to do those. I discouraged my clients from doing that because they are not pros like you are. They don’t understand that’s what’s going to happen. When they read it, it lacks energy but yours do not. That’s because you are comfortable with this media type, and this is what you have to do.

If you are going to record a commercial or a voiceover intro, you got to bring the energy to it. You hear the difference in your own voice and you are like, “That wasn’t as good as it should be. Let me do it again.” That makes a huge difference right there that you know what you are doing. It’s not something everyone should do.

That’s what I’m comfortable with. I would never say that’s the way that everyone should do it. It’s that I’m comfortable with it. I’ve had coaching at this. This is what I make my living at. In that sense, I know how to read a script while allowing people to get into the mindset of, “Yes. I do care about what I’m talking about.” That’s the point. It’s the connection. It’s letting people know that you do care about what you are speaking.

I think you hit on something right there. You said writing a script, which is different than writing what you are going to say or writing an essay, is very different than writing a script. Most of us are not comfortable. The way that we write is not the way we speak. It doesn’t have that conversation on this that you were talking about before. We lack that.

It depends on what you are talking about but people tune in to hear your personality. Even if that script at that moment, you want to say something different. Off the cuff, go for it. I do that all the time in the scripts that I read. It should feel comfortable, and you care about what you are saying.

Are you seeing a difference in the numbers between the episodes, two-parter interviews, and these shorter episodes that are your solos?

It’s a toss-up. I’ve always wondered how that was going to go but it depends because if the person I interviewed promotes it heavily on their end, it gets a lot of listeners. People will spend five minutes listening to my voice speaking an essay or something I want to get off my chest. Some people like that, and it’s easier to sit down for 5 minutes than it is for 30 minutes. It depends on why people are listening to podcasts, and everyone listens for different reasons.

TBF 136 Jodi | Growing Your Podcast
Growing Your Podcast: People tune in to hear your personality.

 

Do you want it to be a five-minute break in between something else? Are you doing it while you are folding laundry, commuting or walking around the neighborhood? When are you doing it? Why are you doing it? Every one of those reasons and activities is going to be different. The only thing that is the same is that we are rarely concentrating on listening to that podcast.

That happens all the time. We are all multitasking when we are doing audio. I don’t know why that is.

It’s one of the good things about audio, especially podcasts, and definitely things like audiobooks. People are listening to them while they are doing other things. That’s the great thing about audio that it can fit into the little spaces of your life instead of you having to contort your life to get it to fit into yours.

That is finally the answer that I was looking for. People have asked me so often why I don’t do Audible books. I read about 300 books a year. I read a lot of books. Why don’t I do Audible? It is because for me when I’m doing audio in general, I’m multitasking and doing multiple things. The purpose of reading is for me to lose myself and not do anything else for whatever reason, unable to do that in the audio media types. It doesn’t do what I must to listen to the book.

You and I are very similar in that way. I can’t listen to audiobooks either. I can’t because, like you, I want to read it and be transported. I don’t want to have anything else intrude.

I’m so used to all the audio media types for me to be doing multiple things at that time. It is that passive listening. I don’t want that with the book. That’s so interesting. You finally gave me that answer because people are asking me that. I was like, “I don’t know how to answer that. I don’t know why I don’t do that.”

Now we both have an answer.

Before we get into a lot of nitty-gritty questions, which I want to get to, I want to do your Binge Factor now because what is so interesting about your show and different about it and what makes it truly bingeable is that audio branding is headed into the questions that we don’t always ask about, “How things are working? Why are they working? Why is the sound so powerful? Why is audio branding a critical factor in our marketing world?” We are not asking ourselves these questions in the way that you’ve formatted them here.

We want to know this and are aware that something is going on but we haven’t done that deep dive into the science and the art. I love that it’s what you are doing. You are hitting onto a very unique aspect of audio that we haven’t looked at in the way that you are examining it. Kudos to you for bringing on a great subject and being the pro-person who can ask the right questions. I would sit on my other end and go, “That’s the question,” because you are so deeply in the now. That’s what makes Audio Branding such a great show.

Thank you so much. I appreciate that. I try to do the best I can to be the person in the audience asking that question. I know what I would want to know. I am certainly not an expert in this. What I think of myself as is a fellow traveler. I want to understand more about what I’m contributing. For me, it’s more asking the questions that I think my audience would want to know the answers to. These are the experts that I’m asking the questions of. Some of them are outstanding in their field and have blown my mind on multiple occasions.

The great thing about audio is that it can fit into the little spaces of your life instead of you having to contort your life to get it to fit into yours. Click To Tweet

I sent you a couple of your episodes and the show as an example to my certified strategists, who are pretty big pros in the podcasting industry. I was like, “This is a show you guys all need to listen to because I know you are all complaining about the sound that’s going on, and here are some wise and some great experts. That’s rare that I have a show that I can recommend like that to other pros. You hit on something.

Let’s talk about the things that maybe daunted you when you first started your show. You said you started the wrong show for what you wanted out of it. That was a great a-ha that you made that shift and decided to go clean slate. Let me start a whole new show now that I know. What was the hardest part about starting up a podcast? You got the sound part down but what about the rest of it?

There are a couple of things. One of them was interviewing. That is something that I had to learn along the way and get better at. I’m still learning along the way. The active listening part of that is harder than people think because it’s so easy to go to your next question. I have a list of questions when I’m going into an interview with someone. I know approximately what we are going to talk about. We had a pre-chat beforehand. I always do a pre-chat. I want to make sure that we know what we are going to talk about beforehand.

It’s because it is such an interesting and sometimes difficult to explain the concept to some people. I want to make sure that we know what we are going to be zeroing in on. When we get into the actual interview, I do have that list of questions that we discussed between the two of us, so we both know what’s coming. In a way, it has still been two weeks or something since we spoke. All of this is comfortable but not by rote if that makes any sense.

You don’t want to be like, “We already covered this, so it doesn’t feel new to you.”

The idea is that if they answer a question and go into something that I want to go more in-depth with, I can’t go to the next question. I have to ask them about it. Knowing when to do that and would delay things too much or if they wouldn’t be able to explain it in a way that I think my audience would be interested in, there are all sorts of ways that you need to judge momentarily. Like, at the moment, whether or not something is going to work. Active listening is a big part of that. Knowing when they’ve said something that I want them to expand on and not letting them get away with moving over it.

What it has done, and you may not realize this yet but it’s going to be coming your way, is that by mastering this interviewing skill because you already had such great voiceover skills command in that side of things, is that it makes you the opportunity for moderation. Doing moderating panels, emceeing, things that you could add to your repertoire of things that you already do but expand that is why this can become valuable for a podcaster.

I’m already doing it in Clubhouse. I have a Clubhouse room every week, Wednesdays and Thursdays at 2:00 PM Eastern.

It’s the Power of Sound Club. That’s a great name.

We talk about all things sound. I have all sorts of people who would join me there. We do talk about Audio Branding definitely but we talk about music, healthcare, and how audio affects our health. We talk about audio NFTs, voice AI, voiceovers, storytelling, public speaking, and all of these things that have to do with sound. It’s a fascinating and never-ending subject.

TBF 136 Jodi | Growing Your Podcast
Growing Your Podcast: People are listening to podcasts for different reasons.

 

When you are doing the Clubhouse, how’s that working for you? Are you getting a lot of people to come in? Are they staying? It was doing well for a while, and I saw a drop-off in the number of people that were joining. My second part of that question is, are you capturing any of this and using it?

I am. There’s one Clubhouse that’s already available in my playbacks on the podcast. I have another one that I recorded with a bunch of professors and doctors at universities, colleges, and various other healthcare locations where they have been studying the effects of the beeps in hospitals.

I still want to hear that episode.

That was interesting because everyone on the panel had some letter after their name, and me sitting here asking them questions. I felt completely out of my depth but they said some interesting things. They are doing a lot of good work with their studies. It’s important that people understand that those beeps in hospitals are detrimental to our health. We need to find a way to have different sounds.

It’s so important. The absence of sound is problematic too. Personally, the absence of sound with all of the electric vehicles concerns me as a parent.

It can be an interesting aspect of the world around us because there are a lot of things that we have in our lives like our phones that take a picture and have a click but don’t need to do that click because there’s no shutter. It’s not a shutter mechanism. There are all sorts of things. For instance, we think that a leaf blower is not working properly unless it’s super loud. It worked fine without being that loud.

They are about to stop that here in California. We were supposed to have no sound. Quieter leaf blowers come, one more year, and we are going to have that. We will see how that happens.

It’s the same with vacuum cleaners. If they are not loud, we don’t think they are doing their job. It’s the same with cars. We wonder.

I have one of those loud ones myself. These are the things you are diving in on your Clubhouse. Are you finding people attracted to the room? Is it hard to market that?

It’s less hard than I thought it was going to be. There are some people who show up regularly. I have regulars in the room. It’s usually anywhere from 40 people or so in a room.

There are all sorts of ways that you need to judge at the moment whether or not something is going to work, and active listening is a big part of that. Click To Tweet

That’s a big room in Clubhouse.

It’s not horribly small and large. I liked that room dynamic because it means that there are enough people in the audience that you feel like you are talking to somebody and that anyone could raise their hand at any moment. There are enough people on the stage that are speaking, asking questions, and talking amongst themselves that there’s a dynamic there, and also there’s a room chat. Even if someone is too shy to come up on stage, they can be in the room chat having a discussion with the other people in the room. It’s a multidimensional thing now.

Clubhouse has come into a different realm. People who stopped listening a while ago or stopped coming in need to come back and check it out again. Join Jodi’s room because it’s obviously got some thriving and going on there, and podcasters can have something to gain from joining it. Check it out.

I have weekly chats once a month. Usually, there’s a podcasting discussion, and the Thursday room is about voices in podcasting. It’s voiceovers and voiceovers who have podcasts and people who want to talk about either or. There’s definitely podcasting available there.

Let’s talk about that because you have great experience in voiceovers. I’m wondering what your recommendation is. We get this question all the time, which is, should you have a male or a female voice and your voiceover if you are a male or a female podcaster? Should you do the opposite? What do you recommend?

It depends on what your podcast is and who you are. If you have a personal brand where you need to do your own intro and outro, do it, and don’t feel guilty about it. That’s your brand, and you get to do that. That’s who people are tuning in or listening to. There’s nothing wrong with that at all. If you are a branded business podcast, I would say a professional intro outro is a must. That is making you sound professional. In a lot of ways, it’s easier for someone to say good things about you rather than you to say good things about you.

It’s that transfer of authority. That’s what we call it here. You wouldn’t introduce yourself on stage. Maybe that’s not right for your podcast if that’s the mode of your podcast like what it’s for. What about that male-female voice thing?

It’s nice to have contrast but it could be a contrast in 2 female or 2 male voices too. I don’t think it’s necessarily male-female.

It’s good that the contrast makes sense. If they are not sure that if it’s you or not, that gets confusing.

You don’t want someone to think that it was you but they are not sure.

TBF 136 Jodi | Growing Your Podcast
Growing Your Podcast: If you have a personal brand where you need to do your intro and outro, do it and don’t feel guilty about it.

 

Let’s make it one or the other. You have these fabulous video highlights on your page. I love your video. It’s a great highlight of it. Particularly, you are mentioning episodes and featuring episodes within that video highlight. It’s 2 or 3 minutes. It’s not very long.

The big one it’s about three minutes. It’s a trailer for my 100th episode.

It’s an excellent overview. It is that overview of the past 100. You’ve highlighted a few because it drives me into wanting to join your show and release subscribe. That’s an excellent idea. I’m so glad you did that. Was it difficult to create?

I didn’t create it. There’s a company called Podcasts Abbreviated. They do good work. I do highly recommend them. They created a highlight reel. They put all of the graphics in there and almost decided which ones they thought would be the best to highlight. I thought that was a good touch as well because I’m close to it.

What you think is good and what listeners think might not be the same thing.

I thought I wanted someone who was a little outside of it to go and say, “Here are the ones that hit me hard, and I’m all for that.” It was super helpful. They did a good job.

Let’s talk about Audio Branding and marketing mix because this video is a form of marketing. You are going to be out there pushing the 100th episode and giving visibility to your podcast as a whole. Let’s talk about what’s working and not there. We are going to hit our three questions. How do you get great guests? You’ve found some unusual guests, I have to say.

I am on PodMatch, which is how we found each other. That is a good directory to be a part of. There are a few of them, and PodMatch is one of several. LinkedIn is a good resource for me. In particular for me, because there’s a lot of audio branding, specific companies who are on LinkedIn and posting all about what they are doing, and it is fascinating stuff. I’m following as many of them as I can find. As I get to know them, I invite them to the show and get to know each other better, which is invaluable. It’s fantastic.

The very first person, though, that I had on the podcast, which was pretty well known in this space, was a guy named Steve Keller. That’s Episode 19 and 20. He came on my podcast because I’m a voice actor at Pandora. I do some of their ads, and the Sirius XM now is the whole deal. I knew several of the people over there. When I told them what I was doing, they were like, “Do you want to have our guy on your show?” I was like, “Yeah.” He had done a Ted Talk. I had to look at the Ted Talk. I did an early episode about his Ted Talk, which was fascinating. We had our episodes, and he blew my mind every five minutes we talked.

I love that you recommend this in your intro episode. You recommend, which means that you recorded your intro episode after you had recorded episodes, which I totally recommend and love because now you know what your show is going to be like, so you can excite people with it. You do recommend this one, and it drives people to look through the catalog of it to go find that.

It's important to have your musical style, someone who knows your podcast and can write something that fits your audience and who you are. Click To Tweet

That is definitely one of my top episodes.

They did a good job of sharing it, which is even more important. How do you increase listeners? That’s the hardest part for podcasters in general and in terms of marketing. What do you do to increase listeners that you think are working?

I post on social media a lot, and every Wednesday, there’s a new episode, and I post there. There’s that. I also do weekly Clubhouse, as we were talking about. A lot of people find it from the Clubhouse, strangely enough, you can put a link at the top of your Clubhouse room, and I put a link to the latest podcast. That does help there as well. I have a newsletter. It’s very small. People can sign up from the main website of the podcast. I keep in touch with people.

Every week I send out a new email letting them know what the new podcast is and what the new clubhouse is. They will know what they can participate in and what they can listen to. I’m trying stuff. There’s no one method. There’s no anything that I have seen rocket me to the top. I’m trying to do a little advertising also, so you never know.

This is the eternal seeking part of podcasting.

You do these podcasts, then you put them out into the ether, and you never know who’s listening.

It is the unfortunate part about podcasting but it is also magic. You got to look at it from both perspectives. Let’s talk about monetization, and we don’t have to talk about that. You don’t have to take the answer in straight ad monetization that’s traditional but in an alternate way, do you feel like it has a return on investment for you?

For me, definitely, because people hear my voice interviewing on the podcast. If they are listening to the podcast, they are hearing me and might possibly want my voice for a voiceover job, which is great. Also, the whole point of it isn’t necessarily to get me jobs. It’s also to let everyone know how important the sound of their project is. Even if I’m not getting the job, a colleague of mine is because someone thought that they needed a voice actor.

You are raising that tide like you were talking about earlier.

That’s what I’m trying to achieve here. It’s not for me. It’s not for voice actors. It’s for musicians, filmmakers, people who do content creation, and anyone who’s interested in elevating what they are putting out there with sound because that does elevate it.

TBF 136 Jodi | Growing Your Podcast
Growing Your Podcast: A professional intro outro is a must if you are a branded business podcast.

 

You do have segregations on your blogs where you group them into like, “These are related to film and movies, and this is music and podcasting.” You’ve grouped your episodes and made it so easy for people to consume what they are most interested in. That’s a great use of blog categories.

I come from the old school. I have been on the internet since 1995. I have been doing this for a while, like you. I find that grouping things are a good way for people to understand and be able to get what they want quickly. Ultimately, you want people to have to do as little clicks as possible to get what they want.

You want them to find and make it seamless. Make it easy and frictionless. What’s next for your podcasts? Where are you going from here? What are you going to try next?

I’m going into video.

You are going to expand beyond audio.

I’m not going to do the whole podcast as a video. I’m not going to show the video and put that out there. What I am going to do is I might make little, instead of audio grams, I’m going to do video grams because, at the beginning of every one of my episodes, I have a little snippet of audio that will give people an idea of what the rest of the episode is going to be about. Rather than have that is an audio thing that I can do, which definitely will continue in the podcast, I will use a video option and use that as the promotion on social media. Instead of using an audiogram with a static image from a headliner like we all do.

We are finding a significant decline. We have over a thousand clients who are producing social media assets in some way, shape or form, and about 60% of them do video. The ones that are doing video are doing better by having the actual clip versus the audio gram in social media. Social is because of TikTok, YouTube shorts, and all of these other parts of what’s going on. Video is getting more play. I don’t think that it has, beyond the short clip, the right value for everyone. The long tail videos are not necessarily getting more plays or more play-through. Podcasting is still getting more play-through at the end of the day but the short clips are doing well to promote that.

What I’m hoping to do also is to put five-minute clips or something like that of certain portions of the video into my YouTube channel so that the YouTube channel has some video, as opposed to only static.

Do it in YouTube shorts. Do it in there as well, especially your little 30 seconds, which is about the beginning of your teaser trailers. We find that segregating them into YouTube shorts is getting more circulation. YouTube shorts is being promoted by YouTube. You can put them there. Try that out. We have this interesting fine that you might want to interview someone.

She was a musician. She did a lot of music videos. What would be basically three minutes or less videos in her channel, put her podcast into the same channel in its own little playlist but put it in the same channel? Found her monetization went way down because the long tail podcast wasn’t getting full play through like the three minutes.

TBF 136 Jodi | Growing Your Podcast
Growing Your Podcast: When you’re recording, ensure you are fairly close to your mic so that you get less of the room tone around you.

 

It messes with the monetization model. From her perspective, like splitting them up into two channels worked better, that’s what we ended up having to do for her to keep the monetization of the music separated from her podcast. You might have musicians who you are listening to who you might want that to. I will let you interview her, and you can find out some more. It’s such an interesting model of expanding from audio into video, and we will have to see how video branding does for you.

It’s still going to have the audio on it. I’m also working on updating the music for the podcast. Hopefully, that will be coming through.

Are you going to have your own written?

Yeah. I’ve done that. Up until the 100th episode, I was using a piece of music from a license-free music directory, which I did really like. I’m talking about audio branding, so I need my own music. I did pay someone to make me some music, and I have been using that ever since but at the 50th episode, I’m going to switch to different music as well. One of the fellows that I am interviewing or have interviewed and his episode is coming up. His company is going to be doing the music for it. We will see how that goes.

We have a podcast or that has a Peloton podcast called The Clip Out, and they had their music created. It has the right tone for them. It’s amusing. It fits them. It’s not for everyone but in your particular case, it makes such sense.

It’s important to have your own musical style, someone who knows your podcast and can write something that fits who your audience is and who you are.

What advice do you have for us for getting better sound, for thinking about our Audio Branding side as a podcaster?

I would say that when you are recording, make sure that you are fairly close to your mic so that you get less of the room tone around you. That can definitely help with whoever is editing, if it’s you or someone else. If you are in an environment that has less hard surfaces, that’s also a good idea. Here’s one thing that I will mention if you are interviewing someone, I have found that the best way to do that is using SquadCast or Riverside.fm or something like that. Make sure that everyone has headphones that are so important, and turn off echo cancellation.

Echo cancellation is that thing that if people are not wearing headphones, that’s what’s coming through the speakers doesn’t also come through their mic into whatever recording you are making, and it cuts off things and makes people unable to talk over each other. It muffles people sometimes. Your quality of audio from that recording is going to be so much less than if you turn off echo cancellation and everyone has headphones. That’s important if you are doing an interviewing.

That’s such an interesting tip that I haven’t heard before. Thank you for sharing that with us. It’s wonderful. Audio Branding is a great show, Jodi. I am astounded by the art and science you have explored here. I look forward to what’s next and being a subscriber to your podcast. This is the podcast for pro podcasters to take a listen to you. For those of you out there who are following me, because that’s what you are trying to achieve is pro podcasting level. Go check out Jodi’s show. You got to check it out and learn some more amazing new things about being better at Audio Branding.

I told you it was going to be a little geeky, a little fun, art, and science. I love that idea and the power of sound. The Power of Sound Club is a great name for a Clubhouse club but I love Jodi’s approach to everything. I love that she’s thinking about that power of sound, the effect of what we are saying has on people, the energy of how we say it, the script sends, and how she uses them.

There are so many interesting approaches and viewpoints that she has from her tremendous perspective and experience from the sound side of podcasting. Often here, we talk about the business side of podcasting. I love that we were able to round that out and bring the two together here with Jodi Krangle’s podcast, Audio Branding, because we are bringing those two things together here.

Go check this out. This is a podcast for pros. If you are a pro in the podcasting industry and are providing any podcast services, this is going to be a podcast you want to check out because it’s going to help you up your game like it’s helping me up mine. I love that this is happening again and again from these connections that I’m making throughout the industry. Keep making your own connections. Go check out PodMatch like Jodi in. That’s exactly how Jodi and I met.

Make sure you go check that out, and you are listening and checking out other podcasters so that you can up the success of your own show and not listen to it through mine. Go listen for it yourself and hear what I’m hearing when I’m getting to research and check out these shows. Enjoy, and make sure you check out the blog post for this episode at TheBingeFactor.com. You can get directly connected to Jodi Krangle and all things Audio Branding. Thanks, everyone, for reading. I can’t wait to bring you more podcasters and learn myself about what’s going on around the podcast industry and where success is happening. We will be back next time with another Binge Factor.

 

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Tracy Hazzard

Tracy Hazzard

Tracy Hazzard is an Authority Magazine columnist, former Inc. Columnist on disruptive innovation, and host of 5 top-ranked podcasts including: The Binge Factor and Feed Your Brand–one of CIO’s Top 26 Entrepreneur Podcasts. She is the co-founder of Podetize, the largest podcast post-production company in the U.S. As a content, product, and influence strategist for networks, corporations, marketing agencies, entrepreneurs, publications, speakers, authors & experts, Tracy influences and casts branded content with $2 Billion worth of innovation around the world. Her marketing methods and AI-integrated platform, provides businesses of all sizes a system to spread their authentic voices from video to podcast to blog, growing an engaged audience and growing valuable digital authority.
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