Organizations have a thirst for content; a desire to engage their audience regularly. We’ve been working for 15 years to meet that need with cinematic, authentic stories of impact. Yet a complementary approach to content creation has recently struck our interest: the podcast.
The spark grew from our work re-envisioning an existing audio-only podcast for the Appraisal Institute, called Face Value. The organization brought us on to refresh the podcast, improve production value and to amplify the storytelling. Additionally we were tasked with bringing to life a video version of the podcast. We were lucky to have engaging, committed hosts, two members of the Appraisal community who represented the commercial and residential sides of the industry. They came with exciting ideas for new topics and connections in the industry. Here’s how we approached the next season, step by step, along with some things we learned along the way:
Step 1: Determine Goals
We started by sending a google doc questionnaire to the podcast hosts, the client and stakeholders to ask what they felt was working well and what could be improved upon, along with our own expertise on what could be enhanced. What emerged was a desire for a broader selection of topics to engage not only appraisers, but the wider real estate industry. Hosts wanted a tighter edit on the episodes, from 45 minutes to closer to 20-30 minutes, and more pre-production and scripting to guide the episodes. We advised creating fresh new branding to tie the series together, and amping up the production value with higher-quality lighting, camera and sound.
Step 2: Create the Brand
The hosts were happy to keep the name Face Value; it was familiar to their established listeners. Yet the reboot called for a new logo. So we developed one tied to the organization’s color and font but capable of standing on its own as a brand for informative, engaging content. From that logo, we developed a 5 second animated logo build and a 10 second opener, which could be used throughout the deliverables: eg. spotify thumbnails, instagram teasers and the youtube version. We also selected a short musical jingle paired with the graphics to cue listeners to enter the heart of the content as well as exit.
Step 3: Establish Production Values
The first way to improve production value for a video podcast is to improve the quality of recording. So we shipped our subjects three key pieces of equipment: a high-quality webcam, an LED light, a high-quality desktop microphone and headphones. But we also spent several calls working with the hosts to identify a location in their home or office, adjust the lighting and microphone placement and work through the technical issues that inevitably arise. So equipment alone will not improve the quality. We needed to work with our hosts to set it up and help them to be comfortable turning everything on and adjusting the lighting and sound during each recording session. Ideally, we would be able to set this equipment up for them in person, but given that they live in different parts of the country, we decided to do it remotely. Production values for the guests is probably the trickiest part, because we cannot ship equipment to each new guest. But we ask them to use a microphone or headset with a microphone and position themselves in front of a ring-light or natural window light.
Step 4: Develop a Pre-Production Workflow
The Face Value hosts are full of ideas for episodes, and we have developed a workflow in which we track episodes that are scheduled, in-progress and completed on a google doc spreadsheet. Our Eidolon team handles all the scheduling with the guests, ensures all parties are prepared in advance of the recording call, and writes the draft script. This includes an engaging scripted intro that includes personal anecdotes from the hosts, an introduction of the guests and a broad list of questions. Beyond that, our hosts improvise and the conversation flows naturally.
Step 5: Trouble-shoot the Recording
We utilize a platform called Boomcaster to conduct the recording calls. Unlike a video call platform like Zoom, Boomcaster records the content from the subjects’ own computers and uploads to the cloud, resulting in a superior quality recording. Even so, it can be limited by each subjects’ own computer, camera, lighting and microphone quality. While we’ve controlled these elements for our hosts, we cannot control them for each guest, so we do our best by providing some guidance in advance of the call and being on the call to trouble-shoot any issues that inevitably arise. Initially, we thought we would only need to be on the recording calls for the first few episodes to ensure everything is running smoothly. But we discovered that small issues arise during each call that we need to trouble-shoot for, so we know we need a seasoned technician on the call each time to ensure the hosts can focus on the content of the show and not technical challenges.
Step 6: Devise a Compelling Structure
Following the recording, we have nearly an hour of content that needs to be cut down. To streamline the editing process, we established a reliable and compelling structure each episode would follow. First, we select a segment of discussion that is dynamic, introduces the topic and adds something interesting and new. This segment has a tighter edit with more back and forth than the remainder of the episode, but tees us off in a brisk minute or less. Next, we run the Face Value branded opener before jumping into the hosts’ scripted intro. This ‘take’ can take a couple of tries, so we often select and edit the best pieces. Following the guests’ introduction, we let the remainder of the discussion unfold naturally, editing for interruptions, repetition, and any long-winded segments that veer the discussion off-course. We then add stock images and graphics as appropriate.
Step 7: Package Deliverables
For each episode, we deliver the client a folder containing everything needed to disseminate the episode effectively. This includes an mp4 file for YouTube, mp3 file for Spotify, a social media short teaser, a press release, a document with the youtube chapter timecodes, and a thumbnail graphic image for youtube. With these files, an organization’s communications team can disseminate on their channels on a regular and consistent basis.
Organizational Outcome & Benefits of a Video Podcast:
In just a couple of months of the relaunch, there’s been more engagement with the podcast and a very positive reception from membership. Following the organization’s Board of Directors’ meetings, the podcast was listed among the top priorities members wanted to see continued going forward, and the hosts are regularly receiving email questions for future episode topics. Some of the benefits of a video podcast include:
- Regular engagement with membership: By having a predictable timeline for content release (2x a month), there are more opportunities to engage with membership. And by inviting membership as guests, they have the opportunity to connect and share their expertise within the industry.
- Thought Leadership: By regularly engaging on topics of importance to the industry, a podcast helps to position an organization as a thought leader.
- Repurposed Content: In creating these episodes, there’s a lot of content that is relatively easily produced and can be repurposed in any number of ways. Segments of discussion can be cut down for social media bites or used in discussions, roundtables and board meetings.
Complement to Creative Content: The podcast can be just one of many components in an organization’s content creation. It can exist and function to complement more creative, cinematic profiles of members, webinars among thought-leaders and issue-based animations to create a kaleidoscope of ways to engage.
