Podcast – a tool to extend your audience

 

Podcast is a very common name for many audiences but still might raise a question for some. What is this new information channel that has become very popular in recent years?

Podcast is an audio information produced in episodic thematic series and it covers many topics, interests and discussions. Podcasts can be downloaded and streamed on a mobile device or computer and listened to whenever possible.

There are many things that attract to listen to a podcast:

  • it allows multitasking,
  • it is easy way to catch up on the latest news,
  • listen to inspiring speakers,
  • keep up with professional topics worldwide,
  • podcasts are entertaining.

 

PODCASTS AND THE EUSBSR

Podcasts are also used for promotion of the EUSBSR topics, PA Bioeconomy has found this communication tool effective in many ways, for example attracting new target groups, especially younger audience. PA Bioeconomy coordinator Torfi Jóhannesson from Nordic Council of Ministers shares their experience in podcasting about bioeconomy and EUSBSR topics.

WHAT ARE THE PA BIOECONOMY'S PODCASTS ABOUT?

The message for the podcasts was to promote PA's work and to do it in an interesting way. At the moment when podcasts were produced, there were a lot of novel opportunities in the bioeconomy that were important to communicate. Back then PA's work was focused on textiles made from wood, fish skin and all other novel textiles made from the resources of the Baltic Sea Region.

 

WHAT IS THE TARGET GROUP FOR YOUR PODCASTS?

With podcasts we wanted to reach out to younger people with a message that fishery, forestry, agriculture is more than you think – there are exciting things going on. For example, fisheries are not only about making fillets or forestry is not only for producing paper, maybe this paper can be used for creating single-use high fashion clothes, that you use once and can recycle afterwards. We aimed to introduce younger generation with bioeconomy topics and make them rethink these opportunities as something they can study in the university and turn into a career. This fit well with the format of our producers's Green Exchange podcasts, as they are targeted more to people under 30.

                             We experienced that with podcasts we can attract more attention than with Youtube videos or social media posts. 

Torfi Jóhannesson, PA Bioeconomy coordinator

 

PA BIOECONOMY TIPS TO DEVELOP A PODCAST SERIES

  • Podcast must be made by professional - contract a podcast producer who can make your subject interesting and has a channel with audience for outreach.
  • Podcasts should aim to high quality, otherwise people will not listen to them.
  • Producer’s role is to edit and frame your content, so that it is mixed with music and is attractive for listener.
  • From the beginning you have to think of a distribution channel, it is not enough just to make a podcast and put it on a webpage, preferably you should cooperate with a producer, who is making podcasts in the first place and has an outreach to the audiences.
  • It’s all about quality and distribution – it has to be well thought through.

 

HOW TO FIND PODCASTS?

You have to open one of the podcast service platforms iTunes, Apple Podcasts, Soundcloud, Spotify or many others, start browsing your interests to find podcasts that are relevant to you.

Listen to the PA Bioeconomy podcasts and get inspiration for promotion of your work! Find PA Bioeconomy podcasts directly on their website  HERE and HERE.

Read full interview about podcasts on the EUSBSR Highlights blog.