Association Member Podcasting

Subject:

Hey there association podcast enthusiasts,

The world of podcasting has exploded in recent years, offering a platform for creators to share their passions, insights, and expertise with a global audience. Today, we're diving into a question that many of you may have pondered: Is a member podcast worth it for us? Let's discuss!

Our fellow community member started this conversation by sharing their perspective: "I selfishly say yes, but honestly, it is a ton of work, and it has to be consistent to build a following. Releasing episodes at the same day/time (whether it's daily, weekly, or monthly) is key to building a habit for your members to listen." It's a great point to kick things off because it highlights the dedication required to succeed in podcasting.

The member goes on to mention that associations have a unique advantage. "Associations have a leg up on anyone starting a podcast, unless, of course, you are famous and you talk to your famous friends. Seems to be a winner every time. But Associations own their niches and are leaders of entire industries." This emphasizes the power of niche content in podcasting – a widely recognized path to success in this competitive space.

But here's the catch: there are currently around 3 to 4 million podcasts out there, according to ListenNotes. And, according to Amplifi and Podnews, 44% of podcasts have less than 3 episodes! Only 720k podcasts have more than 10 episodes. These statistics emphasize the challenges of podcasting but also underscore the importance of persistence and consistency.

Now, let's look at some successful association podcasts for inspiration:

1. Little Teeth Big Smiles by AAPD (American Association of Pediatric Dentistry) - 82 episodes
2. Heart to Heart Nurses by PCNA (Preventative Cardiovascular Nurses Association) - 63 episodes
3. Endo Voices by AAE (American Association of Endodontists) - 56 episodes
4. Newly Erupted by AAPD (American Association of Pediatric Dentistry) - 37 episodes

These examples show that it's possible to create a substantial body of work and build a dedicated following within a specific niche.

Now, it's your turn to join the conversation: How many podcast episodes has your member podcast released? Share your experiences, challenges, and successes, and let's learn from each other's journeys in the podcasting world.

Remember, this forum is all about supporting and connecting with fellow podcasters. So, if you have a story, a question, or any insights to share about the world of podcasting, don't hesitate to chime in! Your perspective might be just what someone else needs to hear.

Let the discussion begin! 🎙️✨

------------------------------
Michael McAllen
Podcasting4Associations
Oakland CA
mike@podcasting4associations.com
------------------------------

At the New Jersey Society of CPAs, we actually just celebrated the fifth year of our podcast this month! We've published 211 episodes to date. It started as a bi-weekly podcast (audio only) mostly on advocacy-related topics, hosted by our VP of government relations. We then started splitting the episodes between that and other issues impacting the CPA profession - those episodes are hosted by our chief marketing officer. A couple of years ago, one of our members wanted to start doing episodes on technical accounting matters. So, at that point, we increased to weekly - and that member's episodes publish on the off weeks from our other episodes. 

We now publish every episode both in audio (we use Blubrry) and video (YouTube). We record about half of the episodes via Zoom and the other half in person in our studio. We have a multimedia specialist on staff who does the editing and publishing. 

• Audio version
• Video version

It's definitely a commitment and there's a decent amount of staff time involved. But we really enjoy being able to delve into topics in this format. 

Oh, and we've also had some success selling sponsored episodes where the company (it's always one that we're already doing business with as a member benefit provider or sponsor) provides a subject-matter expert.

------------------------------
Rachael Bell CAE
Content & Communications Director
New Jersey Society of Certified Public Accountants
Roseland NJ
862-702-5620
Member of the ASAE Communications Professionals Advisory Council
------------------------------

Congratulations Racheal on your five-year journey with the New Jersey Society of CPAs podcast! It's truly impressive to hear about your dedication, hard work and the evolution of the podcast, from advocacy-related topics to technical accounting matters. The commitment and effort your team has put into producing both audio and video content, and the success with sponsored episodes, are undoubtedly commendable.

Given your extensive experience in podcasting and the diverse topics you cover, is it possible you could share some insights or lessons learned along the way? What do you think has been the key to your podcast's sustained success, and what advice would you offer to those looking to embark on a similar venture in their respective associations?

Mike

------------------------------
Michael McAllen
Podcasting4Associations
Oakland CA
mike@podcasting4associations.com
------------------------------

Original Message:
Sent: Oct 17, 2023 11:23 AM
From: Rachael Bell, CAE
Subject: Is a Member Podcast Worth It? Share Your Thoughts!

At the New Jersey Society of CPAs, we actually just celebrated the fifth year of our podcast this month! We've published 211 episodes to date. It started as a bi-weekly podcast (audio only) mostly on advocacy-related topics, hosted by our VP of government relations. We then started splitting the episodes between that and other issues impacting the CPA profession - those episodes are hosted by our chief marketing officer. A couple of years ago, one of our members wanted to start doing episodes on technical accounting matters. So, at that point, we increased to weekly - and that member's episodes publish on the off weeks from our other episodes. 

We now publish every episode both in audio (we use Blubrry) and video (YouTube). We record about half of the episodes via Zoom and the other half in person in our studio. We have a multimedia specialist on staff who does the editing and publishing. 

• Audio version
• Video version

It's definitely a commitment and there's a decent amount of staff time involved. But we really enjoy being able to delve into topics in this format. 

Oh, and we've also had some success selling sponsored episodes where the company (it's always one that we're already doing business with as a member benefit provider or sponsor) provides a subject-matter expert.

------------------------------
Rachael Bell CAE
Content & Communications Director
New Jersey Society of Certified Public Accountants
Roseland NJ
862-702-5620
Member of the ASAE Communications Professionals Advisory Council
------------------------------

Original Message:
Sent: 10/19/2023 12:21:00 PM
From: Michael McAllen
Subject: RE: Is a Member Podcast Worth It? Share Your Thoughts!

Congratulations Racheal on your five-year journey with the New Jersey Society of CPAs podcast! It's truly impressive to hear about your dedication, hard work and the evolution of the podcast, from advocacy-related topics to technical accounting matters. The commitment and effort your team has put into producing both audio and video content, and the success with sponsored episodes, are undoubtedly commendable.

Given your extensive experience in podcasting and the diverse topics you cover, is it possible you could share some insights or lessons learned along the way? What do you think has been the key to your podcast's sustained success, and what advice would you offer to those looking to embark on a similar venture in their respective associations?

Mike

------------------------------
Michael McAllen
Podcasting4Associations
Oakland CA
mike@podcasting4associations.com
------------------------------

Wow @Racheal Bell

You guys are knocking out of the park.  Most of my podcast friends and clients are moving towards video also.  Adds some factors for them as some don't like to be on camera and get a little self-conscious.  Have you considered using a service like Squadcast or Riverside for the video? Both companies add some good features all around.  I also wondered if you are utilizing transcripts at all. I have been using Descript to generate them. However, I have been on a push to use Descript for everything. They recently bought Squadcast, which is a local company to me here in Oakland, and the founders are good friends.  

I agree with the amount of download numbers.  I like to tell association professionals if you had a regular weekly, or monthly event and got 50- 250 people each time you would be ecstatic.  The people listening or watching your podcast actively had to go get the audio or video and listen to it so they are committed. 

Seriously. love what you are doing! 

------------------------------
Michael McAllen
Podcasting4Associations
Oakland CA
mike@podcasting4associations.com
------------------------------

Original Message:
Sent: Oct 23, 2023 05:02 PM
From: Rachael Bell, CAE
Subject: Is a Member Podcast Worth It? Share Your Thoughts!

Thanks, Michael! I'd say the number-one thing is to make a commitment and be prepared to spend the time it takes to plan your content schedule and all of the things that go into producing each episode. We've honed our process over the years to the following:

 

• A team of 3 of us discuss topic and guest ideas as part of a larger monthly meeting. We use insights from what we're hearing members talk about (in meetings, in our online community), topics that are resonating via articles and events we offer, things we're hearing in our state capitol, etc.
• We decide who would be the best host for the episode. We have 2 staff who host - and 3 members who host on specific technical topics. Sometimes the member hosts will recommend a topic and guest themselves – and sometimes they go solo, presenting the topic themselves.
• Either the host or I will reach out to the guest.
• Once confirmed, we create a Zoom invite.
• The host develops the interview questions and also drafts an introduction for the episode.
• Either the host or I send the questions to the guest a few days in advance. They are welcome to ask for changes/additions/deletions to the questions.
• The interview is conducted via Zoom. I am on every recording. Our multimedia specialist also tries to be on since hearing the interview helps her identify any places she'll need to edit. But if she can't attend the interview, she just watches the recording once before starting to edit.
• The multimedia specialist does a first round of edits – removing any mistakes, dead air, ums, etc. And she adds the intro music.
• I then review the episode and sometimes identify additional portions to cut.
• The multimedia specialist uploads the audio version to Blubrry (the site we use to host our podcast) and the video version to YouTube. She also creates an entry in our content management system, Sitefinity, so that the embedded episode will appear on our website.
• I send the links to the recordings to the guest.
• We post the episodes on our social media accounts and include each one in an issue of our member e-newsletter. Depending on the topic, we might do some additional marketing to specific member segments.

 

We aim to have most of our episodes be 15-20 minutes. Using a 20-minute episode as an example, here's the staff time I would estimate:

 

• Draft interview questions – 30 minutes
• Conduct interview – 45 minutes (times 2 or 3 staff)
• Editing and posting (multimedia specialist and me combined) – 120 minutes

 

We have had some success with selling sponsored episodes. That process is similar to what I outlined above, except our business development specialist is the lead person arranging the interview with the sponsor. We also will include a plug for the sponsor in the episode and in the show notes.

 

Other things we've learned:

 

• It's definitely been beneficial to publish the episodes in both audio and video formats. It takes only a fraction of additional time to create the audio file once they video has been edited.
• Be reasonable with your expectations on viewers/listeners. Our episodes average about 250 listens/views each. While I'd love more of our members to subscribe, we're happy when the numbers hold steady or increase marginally. There's so much content competition out there!
• It's important to remind the guests that they will be on video, since many people hear "podcast" and think audio only.
• Don't be afraid to edit out segments of the interview that don't do much to add to the conversation.
• Listen to podcasts yourself (even ones completely unrelated to the industry your association represents) to be familiar with how other podcasts are structured. Because I listen to a lot of podcasts, I realized we needed a hook right at the beginning of each episode. So now we come up with a one- or two-liner that the host says prior to our intro music. We usually come up with this after completing the interview – so we record the opening of the podcast after the interview (after the guest logs off of Zoom).

 

There's probably more that I'm forgetting! Happy to answer any questions – and looking forward to learning from others in this community!

 

 

RACHAEL BELL, CAE

CONTENT & COMMUNICATIONS DIRECTOR

Direct: 862-702-5620 | Main: 973-226-4494

105 EISENHOWER PARKWAY, SUITE 300
ROSELAND, NJ 07068

 

 

 

 

 

 

 

Original Message:
Sent: 10/19/2023 12:21:00 PM
From: Michael McAllen
Subject: RE: Is a Member Podcast Worth It? Share Your Thoughts!

Congratulations Racheal on your five-year journey with the New Jersey Society of CPAs podcast! It's truly impressive to hear about your dedication, hard work and the evolution of the podcast, from advocacy-related topics to technical accounting matters. The commitment and effort your team has put into producing both audio and video content, and the success with sponsored episodes, are undoubtedly commendable.

Given your extensive experience in podcasting and the diverse topics you cover, is it possible you could share some insights or lessons learned along the way? What do you think has been the key to your podcast's sustained success, and what advice would you offer to those looking to embark on a similar venture in their respective associations?

Mike

------------------------------
Michael McAllen
Podcasting4Associations
Oakland CA
mike@podcasting4associations.com
------------------------------


Original Message:
Sent: Oct 17, 2023 11:23 AM
From: Rachael Bell, CAE
Subject: Is a Member Podcast Worth It? Share Your Thoughts!

At the New Jersey Society of CPAs, we actually just celebrated the fifth year of our podcast this month! We've published 211 episodes to date. It started as a bi-weekly podcast (audio only) mostly on advocacy-related topics, hosted by our VP of government relations. We then started splitting the episodes between that and other issues impacting the CPA profession - those episodes are hosted by our chief marketing officer. A couple of years ago, one of our members wanted to start doing episodes on technical accounting matters. So, at that point, we increased to weekly - and that member's episodes publish on the off weeks from our other episodes. 

We now publish every episode both in audio (we use Blubrry) and video (YouTube). We record about half of the episodes via Zoom and the other half in person in our studio. We have a multimedia specialist on staff who does the editing and publishing. 

• Audio version
• Video version

It's definitely a commitment and there's a decent amount of staff time involved. But we really enjoy being able to delve into topics in this format. 

Oh, and we've also had some success selling sponsored episodes where the company (it's always one that we're already doing business with as a member benefit provider or sponsor) provides a subject-matter expert.

------------------------------
Rachael Bell CAE
Content & Communications Director
New Jersey Society of Certified Public Accountants
Roseland NJ
862-702-5620
Member of the ASAE Communications Professionals Advisory Council

At the EMDR International Association, we launched our podcast in June 2022. Our Let's Talk EMDR podcast idea was born from our staff planning retreat that spring. We tossed the idea up on a whiteboard about improving member value (our strategic theme that year was the Year of Member Value). The goal is that we interview members on their areas of expertise as it pertains to EMDR therapy. We are a small team of 15 staff, and I am the only one in the comms/marketing department. So, I had to balance the frequency with my other duties (quarterly magazine, monthly newsletter, social media, website content, PR) so we publish on the 1st and 15th of each month. And I had to learn about podcasting from start to finish since I interviewed, produced, and published the episodes. We often align podcast topics with awareness months (PTSD, military/vets, minority mental health, etc.). I find our guests based on their involvement with the association - speakers, authors, active community members, etc.

Our audio-only podcast is available to the public on many major podcasting distribution platforms. Our goal is not only about member engagement but also to reach therapists interested in adding EMDR to their practice, future members, current members, and public members seeking information about their mental health. We are approaching 85K downloads and are averaging 2,500 downloads weekly. Although podcast advertising opportunities exist in our Media Kit, we have not secured any advertisers.

I am pretty proud of the work that I have done with our members on this podcast, which helps spread the word about global healing, health, and hope.  

------------------------------
Kimberly Howard MA, CAE
Director of Communications & Marketing
EMDR International Association
Moore SC
(512) 451-5200
------------------------------

Kimberly, congratulations on the fantastic work you've done with the Let's Talk EMDR podcast at the EMDR International Association! It's clear that your dedication and innovative approach have yielded impressive results. Quite a feat learning all about podcasting and then having such fantastic results. Great tip for others to align the podcast topics with awareness months and your ability to manage the podcast alongside your other responsibilities is fantastic.

I'm interested in learning more about how you market the podcast to your members and the broader industry. Given the podcast's goal to engage members and reach therapists interested in EMDR, could you share some insights into your marketing strategies?  So interesting to learn from other podcasters.  What approaches have you found most effective in promoting the podcast to your target audience, and how do you plan to continue growing your listener base?

Mike

------------------------------
Michael McAllen
Podcasting4Associations
Oakland CA
mike@podcasting4associations.com
------------------------------

Original Message:
Sent: Oct 18, 2023 08:53 AM
From: Kimberly Howard, MA, CAE
Subject: Is a Member Podcast Worth It? Share Your Thoughts!

At the EMDR International Association, we launched our podcast in June 2022. Our Let's Talk EMDR podcast idea was born from our staff planning retreat that spring. We tossed the idea up on a whiteboard about improving member value (our strategic theme that year was the Year of Member Value). The goal is that we interview members on their areas of expertise as it pertains to EMDR therapy. We are a small team of 15 staff, and I am the only one in the comms/marketing department. So, I had to balance the frequency with my other duties (quarterly magazine, monthly newsletter, social media, website content, PR) so we publish on the 1st and 15th of each month. And I had to learn about podcasting from start to finish since I interviewed, produced, and published the episodes. We often align podcast topics with awareness months (PTSD, military/vets, minority mental health, etc.). I find our guests based on their involvement with the association - speakers, authors, active community members, etc.

Our audio-only podcast is available to the public on many major podcasting distribution platforms. Our goal is not only about member engagement but also to reach therapists interested in adding EMDR to their practice, future members, current members, and public members seeking information about their mental health. We are approaching 85K downloads and are averaging 2,500 downloads weekly. Although podcast advertising opportunities exist in our Media Kit, we have not secured any advertisers.

I am pretty proud of the work that I have done with our members on this podcast, which helps spread the word about global healing, health, and hope.  

------------------------------
Kimberly Howard MA, CAE
Director of Communications & Marketing
EMDR International Association
Moore SC
(512) 451-5200
------------------------------