It was pretty good for her first try (and I don’t want to sound patronizing when I say that).

A few things I noticed:

• the answering machine audio sounds a bit distorted. That may be because I talk too loud (I like to call it projection) but if it’s possible to lower the recording level slightly that might help.
• the answering machine audio would probably benefit from a little noise reduction to eliminate the hiss in the background
• the levels need to be evened out a little bit

As explained in this video, the best way to get a good, even level is to record at the correct level right from the beginning. If there are still obvious discrepancies  then the volume levels should be evened out using the amplification feature of Audacity before mixing the audio.

This video shows how to do this (on the already mixed audio) and then shows some other features that can help make your audio sound more professional.

I would stress that there is a fine line between enhancing your audio and over-doing all the effects.

Here is the original audio file Allison mixed together:

Download audio file (donkey-podlife.mp3)

And this is it after changes have been made to the amplification, compression and normalization (you should be aware that the 2nd piece of audio has been downsampled to a bit rate of 96 from 128 so the overall quality will also be slightly lower):

Download audio file (donkey-podlife-enhanced.mp3)

This podcast is so small that downsampling to 96kbps may not be necessary.

Note also that Allison has done her ID3 tags homework so you will see the details of the podcast in the mp3 player.

(And my sincerest apologies to everyone in the West Country for my terrible attempt at the accent!)

Ron “Micronet” Harwood of Colossal Marketing reminded me about the Time Shift Tool in Audacity, which is a much better and more precise way of moving and lining-up audio where you want it:

I’ll show you some final tips and tricks for getting your podcast into the right format and sounding at its best tomorrow.

In this video I show how to use Audacity to mix several different tracks together. In this case it is the podcast intro and outro with the main body of the podcast but it could also be used to mix together different elements of your podcast or to create other audio productions:

I then sent Allison away to do some homework and this is the mix she created (little did I know when she asked me to test her dedicated Skype answering machine that she would use the audio as a test):

[note to self: never leave silly recorded messages on anything]

Download audio file (donkey.mp3)

Creating this video then made me think about something else you need to know about producing your audio (actually 2 things) that will improve the audio quality. So there’ll be another video tomorrow before we move onto your podcast hosting options.

What are ID3 Tags?

ID3 tags are the metadata you attach to mp3 audio files. In the same way that you can add metadata to a web page, which explains what the web page is about, the same can be done to mp3s to provide information such as the title, artist, description, album etc.

Why are ID3 Tags important?

Just as the metadata on a website can be read by search engine spiders and other programs in order to help the web surfer determine if the site is of interest to them, the ID3 tags will be read by different programs to see what the audio is about and catalog it. This is especially important for podcasts (and any audio that may be downloaded or streamed) because the tags are read by software and hardware like ipods, iTunes, Windows media player, Zune etc.

ID3 tags tell your potential listener everything they need to know about your podcast, and once the audio has been downloaded, the ID3 tags enable the listener to find your audio in whatever device you are using.

Your podcast could be obtained from just about anywhere – iTunes, podcast directories, rss aggregate sites, a friend – and if you want those people to find their way back to your site then you need to tell them where to find you. ID3 tags will do that for you. Without them your audio file will probably get lost on their iPod and they will certainly never know where to find you.

How do I add ID3 tags to my audio?

Most audio editing programs (including Audacity) enable you to add a few tags but unfortunately they are not comprehensive and can be inconsistent. Similarly, you can edit them in iTunes once your podcast is listed, but it’s better to have the tags in place before you ever upload your audio file.

I use the AudioShell ID3 Tag Editor which is freeware for Windows only. Once you’ve downloaded it every time you create an audio file you can edit the tags in the following way:

• Find the file and right-click on it – select Properties
• You will see 4 tabs – select AudioShell Tag Editor.
• Here you can add as much information as is relevant to the audio file/podcast including a graphic.

Formatting the ID3 Tags

ID3 tags are designed with music files in mind so for podcasts you have to adapt them to your own situation:

Title:

This should be the title of this particular episode of your podcast. Make sure you are consistent so that they are easy to find each time you create a new one. Be aware that your title may be truncated on some devices so if you use a generic title followed by the episode title you need to keep it short.

In this case, if I had started all our SWBN podcasts with the title Secret Women’s Business Network Episode # then some devices might show it as:

Secret Women’s Busine
Secret Women’s Busine
Secret Women’s Busine

And the listener would have difficulty distinguishing one from the other.

SWBN # means that they will still be able to see the episode number of the podcast and possibly some of the episode title in order to distinguish between them.

Artist:

This is YOU. I always use the email address I used when submitting my podcast to iTunes. I vaguely recall reading that this was the preferred format for iTunes, but now can’t see where I read it. If you find it let me know but I’m sure this is the case and it seems to be the accepted format on podcasts. Certainly it helps people to get in touch with you better than if you simply put your name.

Album:

Since this is not an album, I suggest the title of your podcast series or the name of your organisation.

Genre:

I have put speech here because AudioShell doesn’t have an option for Podcast, but I’ve since discovered that you can actually type this in manually and I would recommend you define it as a podcast if that’s what it is.

Year and Track number:

These kind of speak for themselves. The year of recording/publishing and the episode of your podcast series are probably the most useful options here.

Comments:

Whatever is relevant to that podcast. Make it as descriptive and useful as possible and adding your url is also a good idea for people who are finding your podcast away from your main website.

Artwork:

This should be a relevant photo or graphic for your podcast (.jpg of no more than 300 x 300 pixels)

Now you have your ID3 tags sorted you’re ready to start broadcasting. I’ll cover the confusing world of hosting your podcasts in the next post.

Once you have your concept and you have decided the way you want it to sound, how often you will produce it, and the format it will take, you’re ready to record it.

I’m not going to go into detail on how to record your podcast as I’ve discussed the basics here recently (What Podcasting Equipment do I Need?) and have covered a lot of the recording and editing process in my Audacity tutorial videos.

One thing I will cover again is theme music.

You can set your podcast apart from others and give it a strong identity by the simple use of a piece of music to play in and out of the podcast (and maybe even distinguish between segments). It’s something I suggest you take some time over in order to find just the right piece.

Where can I find good podcast theme music?

One company I highly recommend and have used myself a lot over the years is ProductionTrax. I suggest you revisit my posts What is Royalty Free Music? and Finding Royalty Free Music. You can visit the ProductionTrax site and listen to endless tracks of music to find the one you think will suit you. Take the time to listen to a variety but narrow it down by using the right keywords or the relevant category. If you don’t like the idea of doing much editing then consider buying a piece from their 30 second spots or 60 second spots section.

Another great site, which I found through Twitter, is Shockwave Sound. They have a large number of good ready-made collections. If you are anticipating needing production music for more than one project then, economically, it can be worthwhile buying a collection of music with a variety of tracks rather than just one track. The collections on Shockwave Sound have different versions for each track as well so, for example, you may receive a full length version, 60 seconds, 30 seconds, and various loops.

Want the Really Easy Version?

I discovered Front and Back Music a while back from Mike Stewart (it was still available last time I looked although it has been around for a few years) who is famous for audio and video products in the Internet Marketing world. His product offers 50+ cuts of music that are ready-made to add to the front and back of your podcast. More importantly, he offers some software, with easy to follow tutorials that will show you exactly how to mix your audio.

Two things that I really like about this product and made me recommend it to you:

1. Mike has found a way to make it as simple as possible to create your podcast (and other production) intros and outros regardless of your technical expertise (or lack of)
2. All the cuts of music are yours to use whenever and wherever you choose. Once you have paid your $97 (or $179) for Mike’s product you have unlimited use of all the music and don’t have to pay for a new licence. That is incredibly cost effective if you want to start using music for other productions.
3. (I know I said 2 but I just thought of another one) Mike’s music is good quality and professional sounding. Sometimes you can find a package of music tracks that require just one payment for unlimited use, but when you buy them they all sound like they have been created on a 1980s Casio keyboard.

What does all the jargon mean?

Some of the words you may come across when it comes to production music are:

Loop – this is a short piece of music that is edited in a certain way so that it can be played over and over again (looped) without any obvious edits.

Ident (or audio logo) – a short piece of music usually combined with a voiceover and/or sound effects to identify a product, service or show. Radio stations use them all the time, but so do many companies to identify their products. I was trying to think of an example that anyone in the world could relate to so I picked the Columbia Pictures audio and visual logo that appears on all their films:

Sting (or Stinger or bumper) – a short clip of music (usually no more than 10 – 15 seconds) that can be used to introduce or link sections of your production. In podcasting this might be used to punctuate different elements of the podcast, such as when you move from an introduction to an interview, or to distinguish when you are moving onto a different topic.

Cuts – exactly what it sounds like, a cut is simply a short piece of music that has been cut out of a longer piece.

Royalty Free can be Misleading

As I’ve mentioned previously, Royalty Free does not mean free. Each piece of royalty free music will have different licence restrictions and prices. Make sure you read the terms and conditions of that licence carefully and buy the licence that is relevant to you.

OK, you have your concept, your theme and your podcast all mixed and ready to publish. In the next post I’ll cover something you may not even have thought or heard of before that you must tackle before finding hosting and publishing your podcast.

The initial step in creating a podcast is coming up with a concept. What is your podcast going to be about and how will it “sound” i.e. what will the format be, will it be interviews or single voice commentary, chat or news, 5 mins or 30 mins?

For some the concept will grow out of the desire to have a podcast to accompany your current business or hobby. Maybe you have a Real Estate business and you want to reach new and different people by creating a podcast. Much of your concept will be determined by the business you are in. Similarly, back in 2006 my first podcast was based on a hobby niche I was in. The opportunity to attend a big event and do some interviews arose and podcasting was the perfect vehicle for broadcasting them.

Allison, on the other hand, has approached it in a different way. She had an epiphany in the shower (maybe I’ll leave her to explain that one) and came up with a great concept for a podcast that she thinks she can make work. It isn’t geared towards promoting a particular business, website, product or hobby and the idea already determines length and, to some extent, style.

What About Research?

The first method for coming up with a concept for your podcast should mean you have already done your market research for your overall business or niche. Does that automatically mean you will find an audience for your podcast? Not necessarrily; but if you are making money in a market it indicates there are folks interested enough to want more information.

The second method is a little more difficult to research. For example, how do you determine whether people will want to listen to a lighthearted comedy podcast? Just because you think you’re funny doesn’t mean others will (a problem I battle with daily ). One way to research is to look at the popular podcasts that already exist and determine whether yours will fit in (without being a carbon copy of someone else’s). If your concept is truly an original (very few are) then this will be difficult to determine.

Of course, in both cases you won’t know for sure without launching your podcast, and thankfully this is going to cost you very little to do financially.

The main consideration is TIME. Podcasting takes time, especially in the early stages. If you have time and a concept, then you’re ready to get started!

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There really isn’t any need to spend a fortune to get started. Very little equipment is required and you don’t have to have the top-of-the-range stuff to begin with.

“That’s easy for you to say, Lisa, but you have a professional recording studio at your disposal!”

True, but when I record interviews for the SWBN podcast all I use is a Plantronics headset, my old beat-up laptop, Skype and Pamela (for recording the call). For the simple editing and mixing that the podcast requires I use Cool Edit Pro (now Adobe Audition) but could just as easily use Audacity.

Due to file sizes, you don’t need your audio to be studio quality anyway, and if you are conducting interviews your interviewee is unlikely to have top notch equipment, so the simpler your equipment the better.

Really, all you need is a computer, a “decent” microphone, recording software and something to say.

What is a “decent” microphone?

The sound of your voice can be dramatically improved (sound richer and clearer) with a good microphone but it doesn’t have to be an expensive, professional studio mic. I would avoid the $20 Radio Shack (Tandy) mics but a Plantronics headset (such as the DSP 400) will do the trick. Also highly recommended are the Snowball USB mics from Blue Microphones which work for PCs and MACs.

If you are recording phone interviews then one of the cheapest ways to do this is to use Skype (especially if your interviewee has Skype too, as this makes your call free) and I recommend using Pamela to record.

As you become more experienced with your podcasting and if you decide to do more recording you can then think about upgrading your equipment, but if you are a beginner and just want to get started – keep it simple!

1. The podcaster promises to podcast regularly (e.g. every week) and then doesn’t and
2. All of a sudden the podcast stops

I can’t tell you how many times I have found an excellent podcast, downloaded it in iTunes and then discovered that it stopped back in 2007 after a few episodes.

There are many reasons why you might choose to stop broadcasting a podcast:

• running out of material
• selling your business
• apparent lack of interest
• change of circumstances

Similarly, you may not be able to podcast every week, despite the best intentions, because of an inability to find guests to interview or the time to record.

As mentioned in a previous post, podcasts can come in many forms. You can create a short series of podcasts that you intend to last only a few episodes (last year I wrote a series of podcasts for a company based on a book they wrote – it lasted for 6 episodes). And it doesn’t matter how often you podcast – it can be weekly, bi-monthly or whenever you have something new to say.

It’s your podcast, and you can decide how, when and how much.

The important thing is to set expectations

Tell your listeners what they can expect from you and how often they can expect it. If it is a short series, let them know. If you can only produce one podcast a month, let them know.

This is where planning comes in handy. Before you even begin broadcasting, know what you want to achieve in your podcast, how you plan to deliver it, and how much you have to “say” on your topic. Then you will have a good idea of what you will be able to achieve and can easily and subtly communicate that to your listeners to avoid future disappointment.

Don’t over-stretch yourself with your podcast and from the very beginnning make sure your listeners know what to expect from you. If circumstances change then tell your listeners rather than leaving them hanging.

For example, when I started the SWBN podcast I fully intended to broadcast weekly but knew that finding regular guests could be problematical (people pull out at the last minute,  schedules change, time zones cause commitment clashes) and would be time consuming, so I tried not to over-promise. A couple of times I mentioned “next week’s podcast” only to find I couldn’t meet that time commitment so now people expect the podcast to appear every few weeks (at least, I hope they do).

Set expectations and everyone will be satisfied.

One way to find inspiration is to listen to what others are doing in their podcasts.

These are some of the podcasts I enjoy listening to or others have recommended to me and which are creative, effective, and/or inspiring (I hope).

This American Life

So, many people rave about This American Life, created by Chicago Public Radio. You would expect a radio production to sound slick and professional but that isn’t what makes this podcast so excellent (but it does help). The podcast beautifully weaves together stories and soundbites from normal people’s lives like a modern day Letter from America.

Quick and Dirty Tips

There is actually a series of Quick and Dirty Tips podcasts in different niches, from Work Less and Do More to Teaching and Caring for Your Pet, Improving Communication Skills to Fitness and Nutrition. The tips are less than 10 minutes in length – clear, concise and targeted to their niches. Also, note the “characters” that are created, such as Grammar Girl and Mighty Mommy.

Brigitte Dale

This is a video podcast and features Brigitte Dale chatting to camera about anything she feels like talking about, using some basic video editing and simple music and visuals. The appeal of this is Brigitte herself – she compels you to watch and listen. It’s lively and quirky and natural. She deals with both serious and fun topics – homelessness to cupcakes, Audrey Hepburn’s style to Google Stalking.

Before you tell me you can’t possibly do a video podcast like this because you aren’t young and beautiful like she is, you should note that firstly, it doesn’t matter what you look like. And, secondly, Brigitte comes across just as well in audio. If you create a style and personality that’s uniquely yours, you will come across well whether in audio or video.

Tekzilla

Tekzilla is another video podcast featuring quick (and Veronica Belmont really does talk quickly) tech tips.  The production values are pretty good but, again, it’s not about the video, it’s about giving your market or niche what they need and doing it with personality to make yourself stand out in your field.

Small Business Big Marketing

Small Business Big Marketing sounds like a zoo format radio show (something the Australians do very well anyway). It’s fun and fresh with excellent business tips and advice. Thanks to Allison Reynolds for switching me on to this one.

OK, that’s enough for now. I may come back in another post with more great podcasts.

Check out some of these podcasts. You may love them or hate them – we all have different tastes. But listen to how they do things. What will appeal to the listener/viewer. How do they target their market?

How can you use some of these ideas to target your own niche and create your own podcast?

I always urge them to think creatively. Maybe their manufactured widget wouldn’t make a fascinating topic for a regular podcast but they should think about who their customers are and what they would be interested in hearing on a regular basis.

Podcasts don’t have to be in a monologue or interview format. They can be almost anything you can conceive and will depend on your market.

You could create:

• A round table discussion with experts within your field

• An audio tour (city, ghost, walking, museum)

• Story telling

• Music band clips, interviews and soundbites

• A tip or thought for the day

• Audio articles from your blog

• A News and information show from your industry

• Training modules

• Audio seminars and conferences

• A comedy show

Audio is “Theatre of the Mind” and podcasting is the perfect place to let your creativity run wild! The more creative you are the more memorable your podcast and business will be. Of course, make sure you strike a balance – there’s no point being creative if at the end of the podcast nobody really knows what you do.

In my next post, I’ll share some of the podcasts I enjoy listening to and/or think are particularly creative and effective.