How did you settle on podcasting instead of say blogging or video content?
We found podcasting to be the perfect medium. It’s “intimate” which enables quality and depth of discussion (especially around our topics of growth and leadership). Simultaneously, it’s a convenient format for our busy audience of sustainability leaders and change makers who listen to us “on the go” and who don’t want to be stuck behind a screen yet again. It’s that combination of intimacy and convenience that really made podcasting the obvious choice.
How do you make your podcast visible?
To be honest, from the start we didn’t have formalized KPIs (key performance indicators) and we maintained modest expectations. Initially, we viewed it as an opportunity to learn from leaders in the field of sustainability and share those insights with our community. I think that sense of curiousity – also towards the process of making a podcast – helped us a lot. We are pleased where we are and now integrate the podcast into our programmes on climate leadership. It’s part of the pre-work for our curriculum.
Overall, our key take-aways are:
- Be curious and learn and iterate quickly
- Share the message widely (via priority channels)
- Emphasize the human dimension in all aspects of the production (promotion & interview)
We also like to track listener behavior in order to optimize timing for episode releases and better connect with our audience
Which statistics are most important to you?
Engagement on social is of course important. For us, LinkedIn is the top network. We also like to track listener behavior in order to optimize timing for episode releases, better connect with our audience, and determine where our listeners are located geographically.
How has Ausha made an impact on your podcasting journey?
Ausha was recommended to us by an experienced podaster in Brussels who assured us that the platform works well and is easy-to-use. Once we got started, it was clear that the tool was indeed intuitive which really helped accelerate our progress. We really like the fact that the team at Ausha is proactive and engages with us on a regular basis. It also helps that they’re based in Europe.