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The Power of Podcasting: Boost Your Business with Audio Content
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Mar 24, 2025
In this video, Martin Lindeskog, a new media advisor and podcaster at Tea Party Media, explains what podcasting is and how it works. He describes a podcast as an audio blog with an RSS feed that allows subscribers to get notified when a new episode is released. Lindeskog discusses the different types of podcasts, including crime and horror, comedy, politics, news, sports, and history. He explains that podcasts can be very niche and geeky, or very broad and appeal to a wide audience. Lindeskog believes everyone has a podcast inside themselves and that podcasting can be used for a variety of purposes, including spreading a message, promoting a business, and establishing oneself as an expert. For businesses, podcasting can be a valuable tool for getting known and sharing information. Podcast episodes can be used as material for blog posts, and the podcast player can be embedded in the blog. Guests on a podcast can also use the experience to promote themselves as experts or speakers. Lindeskog suggests that starting a podcast does not require a lot of equipment and can be done relatively inexpensively. A quality microphone and recording software are recommended, but he notes that some successful podcasts have been recorded with just a smartphone. YouTube Chapters: 00:00 - Introduction 00:20 - What is a podcast? 01:01 - Popular types of podcasts 02:20 - Why should you do a podcast? 03:13 - What can a podcast do for a business? 04:16 - Equipment needed to start a podcast 05:06 - Conclusion Hashtags: #podcasting, #smallbusiness, #marketing, #business, #entrepreneurship, #contentcreation, #digitalmarketing, #socialmedia, #audiocontent, #rssfeed
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0:00
another question no matter why you
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should do a podcast I think everyone has
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a podcast inside themselves the same as
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a book
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then of course it's how many would
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listen to it
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why do you do it it could be an internal
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podcast for like an organization
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but very very cost everything on under
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the sun
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[Music]
0:28
I'm Sean hessinger and this is small Biz
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in 15. the show where we bring you small
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business news and tips to make your
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small business better today Martin Linda
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Scott New Media advisor and podcaster at
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Tea Party media discusses how to
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podcasts like Joe Rogan so Martin what
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is a podcast and how does it work so
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very simple I would say it's like an
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audio blog
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with an RSS feed so you could subscribe
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to it follow it getting notification
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when a new episode is is coming
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so it's an audio format but then of
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course it's about it could be video it
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could be a mix it could be other things
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included in the podcast but I would say
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audio content that you could follow And
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subscribe to and getting notification
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what are the most popular types of
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podcasts depending on what's your cup of
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tea and what you like and I'm not
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probably in the majority there but
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according to Apple podcasts that
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still have this that was called before
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iTunes and now Apple podcast they have
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certain categories and maybe we could
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include that in in the so-called the
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show notes or in blog posts or any
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comments
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several categories there so for example
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uh I'm uh that's not my cup of tea maybe
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I have a sensitive person but I am not
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into crimes and horror stories and
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whatnot that's a huge category
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same thing with the
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Comics or or how to say parody humor
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this kind of thing another of course is
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politics news sports
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business
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but you have all the history
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I mean we I have a podcast to together
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with two co-host
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about stationery called pen meets paper
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so we talk about I'm a New Media advisor
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working with digital but I like here I'm
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now showing a pencil from Denmark called
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Viking
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because it's something I I took the
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notes in order to answer your questions
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on a note card
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this is like you could talk about that
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on a podcast how how does it feel when
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you write on a paper
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what what's trigging you how to remember
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things thinking on paper
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Etc so you could be very niched and very
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you know
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there you have a narrow cost you could
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get very
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nerdy geeky whatever
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and you could be very broad also but
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it's a podcast for everyone out there
3:05
another question where why you should do
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a podcast I think everyone has a podcast
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inside themselves the same as a book
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then of course it's how many would
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listen to it
3:15
uh why do you do it it could be an
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internal podcast for like an
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organization
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but very very broadcast everything on
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under the sun do you think that leads to
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our next question which is probably a
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big question but probably should ask it
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anyway which is what is the main purpose
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of a podcast that's you know the Simon
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Simon Says Simon signic but why why are
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we doing it same thing with blogging
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same thing with everything but it's a
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good book very by Mark Shafer called
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known or to be known for something
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so that could be that you want to be
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you know
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um known for um for something and also
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and that's the probably the second uh
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question of following up there what it
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could lead to but a great documentary
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about podcasting about Indie podcasters
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is called the messenger The Messengers
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so uh you you have a message somehow you
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want to maybe change the world change
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the business climate
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learn spread the good word about the
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passion and interest and hobby what not
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so
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that's why you have a purpose but you
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want to spread something the first thing
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you said was about being known for
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something and that made me think of our
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next question which is what can a
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podcast do for a business of course one
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of the things a business is trying to do
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is is get known for example yeah so so
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he's booked by Mark is great to to get
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that because some are celebrities some
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are you know known for certain things
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but you could be known for your
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profession your
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your interests your skills your
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experience your story your life story
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that's I mean thing you could do like a
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documentary as I said uh like uh is it
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the guy uh Gary Wayne is that document
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your process
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your business doing Snippets
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and so that could be like a a journey
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so for an organization for a business
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instead of saying oh now I have to write
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another article or blog post
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turn on the mic right if you have a
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podcast episode you have material for a
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blog post and you could embed the
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podcast player in your blog
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and the other way around you write an
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article and then you could do commentary
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in in a podcast episode
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or you have a you take a photo
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for for your artwork for the episode so
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it's all kind of things of that so but
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it's also I see if you have guests
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then they could say I have been on radio
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because it's not everyone that gets
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invited to the big radio stations or TV
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stations or or getting interviewed in
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the big newspaper
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but to come as a guest to to a podcast
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and then you could use that also in your
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in your business I have been an expert
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or I've been a speaker or invited to
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talk about this topic and when it comes
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from that
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angle that somebody else is asking a
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question or into you or having a
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conversation
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Martin what equipment do you need to be
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a podcaster I I imagine you'd be the one
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to ask about this because you've got a
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podcast yeah and that's often the coming
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from that I know what what kind of shiny
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gallius do I have to have
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and we all like it right
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but I would say a microphone I have used
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lavalier mic you could you could record
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directly into your smartphone especially
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if you have an iPhone I have to
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understand whether that's a good you
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know microphone in it and also you know
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combined and linked in a good way
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uh because at the end you want to have
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this MP3 file that you could upload to
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to a host like an audio Hotel
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so some kind of recording equipment like
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a microphone lovely air or
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Standalone microphone or or a special
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app I I've used for example an
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application called ringer and where you
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could have a very simple you know
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earbuds that are to get it with your
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phone
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a video a microphone on record
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so and then of course a good surrounding
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is good to have but it's it's uh but it
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sounds in a good way and then uh some
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kind of as I said recording it could be
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software it could have been an app
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it could be directly on your computer
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and then some somewhere to store it
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and that's what I call an audio hotel or
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a podcast host
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then of course you could have
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as I have here in background like a
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absorbent material you could have
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boom arms you could have lights if
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you're doing live streaming you could
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have all kind of things
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extra equipment and of course with when
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you're doing editing or post-production
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you could have different software and
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equipment
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and yeah and then you could have you
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know other things also that you want
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your if you have a long show like where
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where do you have your
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bullet points or show notes or uh you
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know different if you have a like a
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teleprompter you could have it all kind
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of you could build it so it turn out in
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into a studio if you really want that
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also
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I think you started to answer this next
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question but
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uh because you said about storing it
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yeah where do I put podcasts once I
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record these files I mean where do I
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post them yeah you store it then on uh
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on a host like similar to like a web
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web host but then you have it for the
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audio
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so it because you have this special
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format called MP3 that's have become a
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standard
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so you want to have that at the end and
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then you
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upload that episode together with like
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in title and the description and then it
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will be stored at that hotel
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because if you get lots of traffic you
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would have it on your own site
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that could be complicated
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with lots of it's like it will get like
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this ping or or signal they want to
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listen to an episode and that if you
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have your it on your own site that could
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be very hard if you get lots of traffic
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but I'm not technical person so that's
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not my advice to put it on yourself but
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if you know what you're doing you could
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sell first also
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yeah but maybe a bit more technical but
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there's lots of podcast hosts that are
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out there the interesting times now is
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what the hosts are offering because it's
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now competition friendly competition
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it could be the taste it could be the
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flavor of the hosting the service The
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Experience added features and again as
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I'm talking about this podcast in 2.2
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initiative
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if you have this kind of like transcript
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for example as one example or this value
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for value
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to look out what are the podcast hosts
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doing and uh
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developing over time can we name just a
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couple of them got a couple of the
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popular
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I mean one of them the main one that I'm
11:00
using today is Captivate it's based in
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England and what I liked with Vamp
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personally was that I could have several
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podcasts at the same account they they
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are very business model there is you
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have certain downloads per month
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and my podcasts are mostly
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according to me pretty small but you
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know focused on Niche so I could have
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several podcasts otherwise in other
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hosts you have to pay for every podcast
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another one that's leading for a long
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time is libsyn liberated syndication
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a new one that I really see that and I
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could joke a bit but Todd Cochran was
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he's a small business owner called
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blueberry he said publicly that I have
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been nudging him to listen to a podcast
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podcasting 2.0 and then he shifted he
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said he's focused he was focused now on
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the I could you could say uh the leading
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or the early adopters
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to implement this new podcast 2.0
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features
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so that's fascinating to see and and
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again it's friendly competition it's
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what what kind of style flavor you like
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and you could if it's a good host you're
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not stuck into it
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then you could move for whatever reason
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but the the big one that I mentioned
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lives in blueberry Captivate bus Sprout
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uh I I will come up with more when I'm
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thinking about it I could do a long list
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for you if you want maybe the million
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dollar question here yeah which
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everybody probably wants to know because
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if they want to do a podcast they want
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to they want to succeed at it
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how do you make a podcast
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popular now I know that that's it and
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what's closer what's the word popular
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right do we mean popular in terms of
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numbers in terms of hitting your
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audience but
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yeah to succeed in
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reaching your audience how do you do
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that I would say for example you know
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Word of Mouth doing that marketing
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invite listeners to be become almost
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co-producers like sending donations
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sending a digital telegram they are in
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into the action like in real time
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then they will spread the good word
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listen I'm I'm mentioned here or I added
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two cents to the conversation
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again if you uh Sean if you listen to
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podcasts and tell 10 of your friends to
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listen
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so that's the thing this is like the
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guerrilla marketing it's spreading the
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good word and it's also to ask about it
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to say that's why you hear about this
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you know subscribe follow like and all
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this kind of thing
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but it again it's in it what's in it for
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the listeners maybe they have a listen
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or seen in mainstream media about the
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top so-called a you know a bloggers or a
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podcasters
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a guy like Joe Rogan for example and
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then I think they should be like that
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but he has a long history you know
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everything from stand-up comedy to in
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the sports to commentary and whatnot
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so but he have done the grind and worked
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on it for a long time
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but you you could be popular in your
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Niche I I would say that's why again
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everyone has a podcast well that's it
14:24
for another episode of small business
14:25
15. thanks again to Martin lindiscock
14:28
please like And subscribe if you enjoyed
14:30
the show and please leave a comment and
14:33
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14:34
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