How to promote your published content through podcasts

February 26, 2015 Julian Mayers

Over the past three months, I have learned some of the implications of the molecular re-inscription of race in science, law and medicine.

I’ve heard the thoughts of one of Britain’s leading surgeons on the future of surgical innovation.

I’ve got an interesting perspective on regional development in the global economy while at the same time getting an understanding on some of the issues surrounding microbial diversity and what we can learn from nitrofiers.

Am I a genius?


Do I have too much time on my hands?

Alas – no.

Am I a pub-quiz bore?

Yes – but that’s not the point.

But I have been very lucky to have been working along side many Wiley journals to produce online audio and video content – including those above from the British journal of Sociology, The British Journal of Surgery, Regional Science Association International and Society for Applied Microbiology – as well as many more.

Some people call them podcasts, some call them vodcasts (please don’t!) – to us, they are audio and video productions, lectures, debates and profiles that are made with the loving care that one would apply to TV or radio program. They're just shorter and with a more specific audience in mind. And they're shared online via iTunes or YouTube or a simple link from our server.485373559_295622668_295622669_256224451.jpg

Wiley was at the forefront of championing online media to complement journal articles and annual conferences and were one of our very first clients when we set up yada-yada productions ten years ago  - a time when the idea of online audio and video was becoming commonplace.

We know, not just from producing the content, but also from tracking downloads, that they work. A keynote annual lecture from an important academic may get a live audience of a few hundred at most, but once online it may receive thousands. Plus there’s a very long tail – we see downloads years after the video was first posted.

A regular audio podcast will help to build up an audience and community of interested listeners.

A video interview with a leading thinker in your field reveals thoughts in a way that a printed article just can’t.

I don’t think I need to sell the idea of the importance of online audio and video - but the ‘how to’ can sometimes be something of a mine-field – unless you’re under 8 years old and seemingly born with the ability to make videos.

So here are five tips to help you on your way...

1. Only use video if it adds anything – or helps to explain technical concepts. A simple one-to-one interview can be really engaging to listen to and cheap – indeed free if you do it yourself - to produce.

2. Audio quality is far more important than video quality. Honest! You can shoot awful pictures but good quality audio and edit that into an engaging video. But if you only have brilliant pictures but bad, off-mic, distorted audio, you’ve got a problem!

3. Air conditioning – turn it off! Or, don’t record in the room where it's blowing. It's a real pain to remove the noise. See also echo-y offices…

4. If you are presenting the podcast, remember you’re not ‘broadcasting’ but ‘narrowcasting’ to communities who share the same interest. So imagine talking to one person, a friend - as all the best radio presenters do.

5. As with much in life, short and regular is better than long and seldom in building up a relationship with your potential audience. There’s no law but an optimum time for one-to-one interviews tends to be 10 minutes or so.

If we can help with tips, thoughts, production – drop us a line  - and I look forward to finding about more about things I never knew I’d be learning about in the coming months!

Image Credit/Source:Harvepino/getty images

About the Author

TV and Radio Producer // Julian Mayers is an experienced TV and radio producer and director, and helped form Yada Yada Productions in 2005.

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