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  • Why book a professional photographer for your event?

    Whether it’s a conference or seminar, a milestone celebration or networking dinner perhaps, when planning a successful event there are a myriad of details to consider. Among these considerations, one question stands out as pivotal in preserving the essence and memories of your special occasion: Have you booked a professional photographer? High quality photos not only help with content for press coverage and engagement on social media but they are also invaluable for promoting your future events. In this blog, we will cover 3 thoughts about why a professional photographer should be a key member of your event team. 1. Brand Representation At PCD Media we believe that your brand is the most important investment your business can make and professional photos will reflect positively on this. A photographer worth their salt would put their creative preferences aside and ensure that photographs taken are consistent in style and align with your event branding. Professional photography will help differentiate your event from others in your industry by providing unique and visually appealing images that showcase your company’s brand and values. Top tip: Get in touch early It’s music to our ears when event planners get in touch with us early as it gives us the opportunity to do our best work. If you can, work up an event photography brief which can include background information, goals, deliverables, reference imagery, creative direction and a style guide. 2. If you don't capture it, it didn't happen Our brains were built for visual information and it’s hard to communicate the unique moments of your event without a photo. People remember 65% of what they see, so having a suite of high quality images to share with attendees after the event can help keep the momentum going and maintain their interest in your company. These photos can then be used for marketing, promotional, and internal purposes, such as company newsletters and social media posts. They also serve to attract potential future sponsors, collaborations and promote your next event. Top tip: Develop a shot list An agenda is good but a shot list is better. This would include the key moments that you would like captured on the day and ensure you get what you want and need, It’s definitely a good idea to communicate this well in advance. There are plenty of generic shot lists online to get you started. 3. I have an iPhone, can we just use that? At PCD Media we love looking at creative ways of integrating mobile phones into what we do and there is no denying that they can take a great photo. But when it comes to event photography, that is simply not enough. Capturing an image involves several technical aspects (exposure, focus, ISO, aperture, shutter speed to name a few) and to do this our camera settings need to be changed each time we take a photo. A professional will be making these micro decisions hundreds of times a night and whilst a mobile phone will do this automatically, in non-optimum lighting scenarios, their tiny sensors and lenses cannot compete and you will find the image quality will fall apart. Top tip: Get out of auto If you are keen to understand more about photography, get out of auto mode. Don’t let your camera phone of choice make all the decisions for you. Conclusion Professional photographers bring a wealth of expertise and experience to the table. They understand photography techniques such as lighting, composition, attention to detail as well as peace of mind. If you are keen to elevate your brand's image with professional photography that speaks volumes, why not contact PCD Media to schedule your corporate shoot.

  • How to Plan and Film High-Quality Video Content with Basic Equipment

    Creating a stand-out film with basic equipment is possible with the right approach and creativity. Here are the steps you can follow: Scriptwriting: Crafting a compelling script with characters and actors using clear dialogue is essential for the whole process. When you’re script writing, bare in mind the actors you’ll be working with and ways of making them feel comfortable. Stage fright can be real! In our experience, using a teleprompter is a great way to relax your actors and crew. It can also help speed up the filming process, if you’re short on time and have lots to get through, without feeling rushed. Storyboarding: Designing a storyboard to visualise each scene will help the production team massively. It allows them to visualise and plan various shots, camera angles and transitions that could be used later in post-production. Opting for a project manager will help things get off the ground, prevent delays and keep your team organised. We’ve also included a link to our software recommendation for a more technical planning approach: Mailnote is an easy-to-use tool to organise your ideas and projects into visual boards. Otherwise, if you prefer a familiar software Excel/Word are also good options. Equipment You'll Need Camera: A DSLR or mirrorless camera with video capabilities. Ensure it can shoot in Full HD (1920x1080) or higher resolutions. Tripod: A stable tripod is crucial for steady shots. Microphone: Invest in a decent external microphone for better audio quality. A shotgun microphone or lavalier (lapel) microphone are good options. Lighting: Natural light (daylight) can be a fantastic light source. You can also create DIY lighting setups using affordable LED lights or even household lamps with diffusion such as a white cloth or similar. Gimbal: Recommended if you're looking at recording on-the-go and don't know how to get around wobbly hand movements? This recent article reviews the top 3 iPhone and android gimbals (Link to https://www.nytimes.com/wirecutter/reviews/best-android-and-iphone-gimbal/) They're a great, affordable piece of equipment that can enhance your output! Production Set up your equipment: Mount the camera on the tripod, position microphone(s) for clear audio and set up lighting if needed. Filming: Follow your storyboard but be open to improvisation if needed. Hiring a podcast studio is an option - we recently checked out the space at Quaker Space London which we thought, looked pretty cool! Post-Production Organise: Import your footage, organise it and start editing. Edit: Remove any bad takes and edit your timeline. You can use free or affordable editing software like Adobe Premiere Rush or iMovie. If you are an advanced video editor, Davinci Resolve upgraded to Advanced as the basic version is free. Effects: Add music and sound effects. Use royalty-free music and sound effects to enhance the mood of your film. Finishing touches: You can create professional-looking titles and credits to give your film a more polished finish. Consider the pacing, transitions and other motion graphics, to enhance the final look! Once you’re happy, it’s always a good idea to run it through the team and take onboard comments, they might see something you didn’t. We’re rarely all happy first time around! Review platforms are a great way to share internally, we use Frame or for a simpler sharing tool GDrive or Sharepoint work just as well. Distribution Upload your film to online platforms like YouTube, Vimeo, or social media. Head over to our PCD Media to watch and learn more about Film with Us and how we can help you create compelling content. Remember, storytelling, creativity and attention to detail matter more than expensive equipment.

  • Tips for looking your best in photoshoots and videos

    In today's digital age, visual representation plays a crucial role in how we present ourselves to the world. Whether you're promoting your business, updating your LinkedIn profile, or creating engaging video content, looking your best matters. Your appearance, style choices, posture, and facial expressions can significantly impact the outcome of a photo/video shoot. Here are some tips to help you achieve the best look and make a lasting impression. Before the shoot, it is the photographer/videographer's role to take the time to understand their client's needs and preferences. Effective communication is key to ensuring satisfaction with the final results. Therefore I have separated this blog into 3 parts Pre-Shoot, During the Shoot, and Post-Shoot. Pre-Shoot Preparation: Clothing Choices: The colours you wear can convey different messages and influence perceptions. Dark shades like navy or charcoal create a strong, commanding presence and look clean on camera. Avoid distracting patterns and consider your skin tone when choosing clothing tones. Experiment with different hues to find what suits you best, whilst also considering your brand colours to ensure you don’t clash. Makeup and Hair: Opt for makeup and hairstyles that make you feel confident. If you want to use make-up but don’t feel confident enough yourself, then consider a make-up artist. Make-up isn’t just for females, you can use makeup in many ways, especially to control shine from reflections that lighting gives off. Also consider how your hair frames your face, ensuring your hair won't be constantly in your face or distracting during the shoot. At Events: Depending on the event, decide if you want to stand out or blend in. A standout piece like unique shoes or accessories can help you make a memorable impression. Warm colours foster approachability and friendliness. You could also wear a stand-out piece of clothing (such as David Bell’s famous shoes) not only is it a topic of conversation but it would make you more memorable to stand out. During the Shoot: Posture: Focus on your posture to convey professionalism and confidence. This means avoiding slouching and keeping your shoulders back. Facial and body expressions: Smile when appropriate to appear approachable, or adjust your facial expressions based on the topic's tone. Pay attention to hand gestures and avoid excessive movements that may distract from your message. Best Angles and Poses: Let your photographer know if you have a preferred side or angle. They can help you find flattering poses and angles that highlight your best features. Relax and trust their guidance to capture your best self. Post-Shoot: Remember that while editing can enhance certain aspects, there's only so much that can be changed post-shoot. The best results are achieved when you care to prepare and present yourself as you wish to be seen in the final images or videos. I’m not sure what is worse, people who have a headshot from 20 years ago still or people who use AI headshots! In conclusion, looking your best on camera involves careful consideration of clothing, makeup, posture, expressions, and angles. By preparing adequately and collaborating effectively with your photographer or videographer, you can achieve a confident and impactful presence that leaves a lasting impression. Check out our podcast on Spotify - 'Looking your best on camera' to get more tips. https://open.spotify.com/episode/2p8Xs7GEzn8cgFIx3ejAFI?si=80a2e0822b804579 Can we help you? If we can help you create some new headshots or other creative projects, please email our friendly team on hello@pcd.media In April 2024, we are excited to announce the launch of Profile + which is coming soon from PCD Media.  This new offering will allow guests attending one of our PCD Club events, the opportunity to obtain fresh headshots and candid images in a relaxed and social setting.  It will provide a convenient and cost effective way to update your image online.  The imagery will be perfect for social channels, blogs or your website. More details to follow shortly - follow us on LinkedIn PCD Media to keep in the loop, or email us directly on the address above.

  • Sound advice for creating quality video content on a budget

    Good video is wasted without high-quality audio. Often, video creators realise that while other aspects of their videos may be less than perfect, it’s the poor audio quality that audiences find most unforgivable. For private wealth professionals, video content marketing is a highly effective tool to reach a broad audience. Yet, many overlook the significance of sound quality. Increasing evidence suggests that the audio quality of a video plays a more significant role in viewer engagement and watchability than the quality of the picture, highlighting the need to prioritise sound in the video production process. That said, there’s no need to go out and invest in expensive or complicated sound equipment just yet – everything you need for high-quality audio recording may already be in your pocket. Unlock professional sound with your smartphone Just as many creators have mastered filming highly sophisticated video on their phones, achieving the same quality audio with your mobile device is equally achievable. Here’s our guide for getting great audio recording from your phone: 1. Think in distance Like cameras, the microphones in most quality smartphones are highly sophisticated and getting better year on year. Achieving the best audio quality is often a simple question of positioning. The distance between the speaker (or the audio source) and the microphone is the most important determinant of recorded sound quality. Getting the phone as close as possible to the speaker is key, however, this can be tricky if the speaker is also on camera and you want to avoid having the mobile phone in shot. For this there are a couple of solutions: If the speaker is wearing a shirt or blouse with a top pocket, the phone can be concealed within that pocket. If the speaker’s hands aren’t in shot, it may be possible for them to hold the phone off camera. Can you place the phone on a table close to the speaker? What about having a third person holding the phone just out of shot? Think creatively about your set-up and consider ways to hide or disguise the phone within your shot or just off camera. There will, however, be situations when the ‘hidden phone’ approach just won’t work. For example, if you’re filming with the same phone. In this case – and if there’s a second person involved in the shoot – we recommend using two phones: one to film and one for audio. While most phones come with a built-in sound recording app, there are plenty of alternative options available to download. 2. Wireless clip-on mic or lav The next step up from using your mobile’s built-in microphone is a wireless clip-on mic. At PCD Media, we like the RØDE Wireless ME, which can integrate directly with your phone so you don’t need to purchase a separate camera to use it. We often choose this option when we’re filming with clients on the go. An alternative to a clip-on mic is a lavalier (lav) microphone. These are small microphones usually clipped to the speaker's clothes or hidden on the body with cables running through clothes to a wireless transmitter. Lav mics are a great option if you need to isolate the speaker's voice, allowing for a more focused sound. If you’re recording in noisier environments, lav mics will generally provide better voice audio quality. PCD Media recommends: RØDE Wireless ME Ultra-compact Wireless Microphone System Hollyland Lark M1 Wireless Lavalier Microphone with Noise Cancellation 3. Straight to phone shotgun A third option for filming with a mobile would be to use a shotgun microphone. These are designed to capture focused sound at a distance and there are different versions designed to be compatible with the leading mobile phone brands. While the sound quality will be less focused than a lav, they can achieve a more natural quality of audio by virtue of their ability to capture more ambient sounds. PCD Media recommends: RØDE VideoMic GO II Sennheiser MKE 400 Directional On-Camera Shotgun Microphone 4. Handheld recorder If you are ready to start expanding into more hands-on gear, the most accessible option is a handheld recorder. These devices come with built-in mics that will probably be better quality than the mics on your phone, however, the same principles of distance outlined above still apply. Handheld recorders often come with ‘xlr’ ports that allow you to plug in external microphones that can raise the quality of the sound still further. PCD Media recommends: Zoom H4n Pro Handy Recorder Ready for the next step? Your mobile phone can be your secret weapon for content creation, offering a cost-effective alternative to expensive filming equipment as you’re getting your video marketing campaign off the ground. Along with advanced cameras and mics, today's smartphones can come with various accessories like clip-on lenses, stabilisers, and editing tools that can elevate the production value and turnaround time further. If you’re ready to take your video marketing to the next level, PCD Media provides cost-effective end-to-end video production and distribution services for private wealth professionals. Contact us to find out more.

  • 7 steps to increasing your reach among private clients

    For busy private wealth professionals, creating social media content can feel like an uphill struggle: every week, a new video to shoot, a new article to write, a new mountain to climb. But like climbing, there can be strength in numbers. At PCD Media, we implement a solution that allows for private wealth professionals to increase the visibility of their brand, share their expertise, and boost the number of high-quality prospects who see their content… all without giving up their day jobs. The collaboration solution By collaborating and sharing audiences, professionals across complementary sectors can vastly increase their reach and build trust in new communities, without sacrificing half the working day to creating content that might be ‘liked’ by all the wrong people. This counterintuitive approach has its foundations in the Dream 100 Strategy popularised by Chet Holmes which involves implementing highly targeted marketing that speaks to just a small group of individuals and firms who already have access to your ideal clients. By building rapport with leaders, influencers and brands that hold sway with the prospects you want to reach, you are able to become sufficiently visible to partner with them to create content that they will, in turn, share on their platform. It’s the equivalent of a good friend introducing you to a client versus you calling them cold. The strategy is based on the premise that it is easier – and less time-consuming – to create content that speaks to a single individual or firm than it is to cross your fingers and hope that the faceless masses – or, worse still, the social media algorithms - approve of what you put out. In our last newsletter, we discussed the benefits of content collaborations (for a recap, you can read it here. But if you’re ready to explore what a collaboration strategy might look like for your business, here’s our 7-step plan for getting such a strategy off the ground. 7 steps to a successful collaboration strategy 1. Start building your profile: Commit to publishing on a platform that suits your communication style and schedule. When you start reaching out to potential collaborators, they will look you up online to find out what you’re about. Be sure to have some content out there that they can explore. 2. Create your list of dream collaborators: Identify a select number of individuals and firms who already have access to the communities you want to be more visible to. Research the topics that those individuals are already talking about online. 3. Roll-out content targeted towards them: If your dream collaborator is talking about, say, inheritance tax, look at how you can work this topic into your next piece of content. Make use of hashtags to help build a bridge between your work and theirs. 4. Be active in their feeds: Begin engaging with and commenting on their content. In particular, be active and add value to their community by answering questions that come up in the comments sections of their posts. Also, if they are not already a contact, send them a connection (or friend) request. 5. Build digital rapport: Look for opportunities to platform them in your own content. Reference them as experts, quote their work, share their content, drive your audience their way. 6. Make a direct approach: Having primed the relationship through your content and their feed, draft a direct message, inviting them to feature on your platform (be that a podcast or video interview, a written article, a webinar etc. See other collaboration ideas in our last newsletter here. Suggest a topic that both of you have discussed on your respective platforms (this is where the content from Step 3 may come in handy). 7. Give value to their people: A great way to encourage collaborators to share your content with their audiences is to give away something that their people will find valuable. This could be a free consultation, for example, or a compelling piece of content. The fortune is in the follow-up Where many such strategies fall down, is in the follow-up (or lack thereof). The benefits of a collaboration are often reaped long after the shared content has been published. A direct referral, for example, may not happen for some time, but it is essential to elevate the relationship with face-to-face networking where possible, while periodically repeating steps 3-7 of the strategy outlined above. PCD Media can help At PCD Media, we can build your collaboration strategy and plug your content into a community of private wealth professionals who are keen to collaborate. Our content creation experts can help you find the right people to partner with, initiate introduction is necessary and develop high-quality content to make the most of your shared reach. Follow us on linkedin

  • What Martha Stewart & Snoop can teach Private Wealth professionals about reaching new prospects

    Paul McCartney and Michael Jackson; Aerosmith and Run DMC; The Pogues and Kirsty MacColl; Martha Stewart and Snoop! A collaboration, when done right, can deliver significantly more impact than the sum of its parts. The music industry and other content creators have given us enduring examples of the kind of creative energy that a well-thought-out ‘mash-up’ can achieve. But how can professionals create some of the same magic in the world of private wealth? In this first of a two-part series, we outline why online content collaborations are the fastest, most effective way to simultaneously boost your profile, your audience and your network. Why collaborate? Barring a viral miracle, there are few more effective ways to reach a fresh audience of high-quality prospects than by working with another expert who already has access to the people you are trying to reach. Collaborations have become a mainstay of the influencer playbook and have proved something of a secret sauce for many private wealth professionals seeking to build their profile across their target client base. Here are the main reasons why, at PCD Media, we work with our clients to incorporate collaborations into their content strategy: Audience sharing: Creating collaborative content gives you the opportunity to leverage other people’s brands and audience, exposing both parties to a fresh pool of prospects. Half the workload: Being the sole energetic focus of a podcast, video, or even a written article can be hard work when all you have in front of you is a camera or a mic. Having someone there who is equally as invested and engaged as you are, can add intellectual and creative rigour to both the process and the product. Richer, more-engaging output: Your audiences are the ultimate beneficiaries of a successful collaboration as they get to enjoy new perspectives and expertise on the topic at hand. Where there is a personality fit (i.e. chemistry between the collaborators), it can make for a much more entertaining watch, read or listen. Lock-in the relationship: When you work with someone else to produce a piece of content that does well, it fast-tracks the relationship, exposes them to your expertise and often opens up the opportunity to continue working together in a range of other ways. Collaborative content formats A content partnership can take a range of different formats. The approach you choose will ultimately depend on you, your existing platforms and the format that your target collaborator is most familiar with. Here are some of the most effective content types that are working right now: Guest posts If you have a regular newsletter, blog or video series, invite another expert to guest write or present a piece of content. A guest post allows the contributor to gain exposure to a new audience, while the host platform enjoys fresh perspectives and content that it doesn’t have to produce. This type of collaboration often serves to enhance credibility, broaden reach, and engage audiences in a way that benefits both parties. Expert roundup An expert roundup is a curated collection of insights, opinions, or advice from multiple professionals or thought leaders in a specific field. This form of content serves to provide comprehensive views on a particular topic, leveraging the credibility and expertise of the contributors. The host platform gains valuable, in-depth content that can engage and educate its audience, while the experts gain exposure to a broader audience, potentially increasing their own following and credibility. Interviews Inviting experts to be interviewed by you is a great way to boost their status as a leader in their field while also creating content that they will likely share with their own audience. The aim is to gather insights, opinions, or personal experiences relevant to a specific topic. This collaborative format benefits both sides: the interviewer gains valuable content that can engage and educate their audience, while the interviewee receives exposure and the opportunity to share their expertise or views. Joint research Joint research refers to a collaborative effort between two or more parties to conduct a study, survey, or analysis on a specific topic. This collaboration typically results in the co-creation of original content, such as whitepapers, reports, or articles, which showcases the findings. The purpose is often to provide in-depth information, validate hypotheses, or offer new insights in a particular field. Joint research allows each party to pool resources, share expertise, and ultimately produce more credible and comprehensive content. For both parties, the collaboration amplifies reach and authority, while offering valuable data or insights to their respective audiences. Guest swaps Guest swaps are an arrangement where two content creators, usually from similar or complementary fields, exchange roles as guest contributors on each other's platforms. This could involve writing blog posts, appearing in podcasts, or participating in video content. The goal is to introduce each contributor to the other's audience, thereby expanding their reach among a fresh pool of prospects. Social media takeovers In social media takeovers, one person temporarily assumes control of another brand or expert’s social media account, typically for a day, and posts content to their audience. This could involve writing social posts, hosting their podcasts, or creating video content. The goal is to introduce a new personality and a different spin on the channel’s theme to each expert’s audience. Collaboration in action At PCD Media, we recently worked with one of the industry’s leading relocation experts, Marie O’Neill of EER, to create a series of video case studies on relocating to Dubai, in partnership with other industry experts. Click here to watch the series: https://youtu.be/Zm-GZzFMT5Q?si=lclpOc0PezPIZGB4 https://youtu.be/8a2W7I1hooY?si=lvBU5Fi8TpzzULqC https://youtu.be/JRgJ9pyC9oE?si=g32HjiASCrjkIDSL If you’re interested in exploring how collaborative content could benefit your brand, our team can help you secure the perfect partners, and build and distribute your content across the PCD membership network. *** In part 2 of this series, we’ll outline the step-by-step process that we use, at PCD Media, to help our clients secure, and develop and deliver compelling content collaborations.

  • Podcasting and the curse of the 7th episode

    Podcasts are a powerful platform upon which to share your stories and expertise while simultaneously building your brand and your network, however, industry experts are noting that more than half of newly launched podcasts never survive past the seventh episode [1]. In this second part of the series, we offer a roadmap for launching a podcast into the private wealth world. Drawing on our work with clients, we have identified the essential steps to launching a podcast that will take you to episode seven and beyond. Step 1: Decide on a concept or theme Most new podcasters veer towards a theme upon which they have existing expertise. This is certainly the right starting point, but there are two other considerations that must be factored in if you want your podcast to last into the long term. The first consideration is: what is entertaining to your audience? Carry out some keyword research into your audience and their interests, ensuring that the theme you choose is both entertaining and aligned with what they care about. The second consideration is: what is entertaining to you? Put your professional hat to one side and think about the things you’re truly passionate about. Themes that lie in the middle of this ‘venn diagram’ of expertise, passion and audience can, in our experience, lead to some of the most compelling podcast concepts in the market. Step 2: Line up the right resources The most successful podcasts are often fronted by a single person with a personality big enough to carry the brand. For this reason, many would-be podcasters are mistaken into thinking that a podcast is a one man or woman endeavour. The truth is, launching – and sustaining – a successful podcast is a team effort. A leading reason why so many podcasts fade away before their time is because the producers underestimate the resource requirements necessary for keeping your podcast afloat. From booking and scheduling guests, to production and editing, to marketing and distribution, it is essential to ensure you have the right support in place. Step 3: Choose your title and branding From a marketing perspective, podcasts are one of the hardest content types to promote due to their inherent intangibility. For this reason, the tangible elements of your podcast – i.e. its title and visuals – must carry a lot of weight. Peruse your favourite podcasts and see if you can come up with a title that is compelling, catchy, and aligned with the topic and personality of your brand. Socialise your ideas with clients and colleagues, and gather feedback. Alongside your title, your branding must also pack a punch. Your cover art is probably the first element upon which your podcast will be judged. It’s worth investing in the services of a designer with specific expertise in podcast art to help you create a visual ID that stands out. Step 4: Build a list of dream guests The quality of your guests determine the quality of your podcast. This doesn’t mean you should necessarily target only the most well-known or controversial names, but it does mean that you should aim for guests who have a compelling story to tell and/or are experts in their field. Make a list of some of the most interesting people you know (or would like to know) in the field, bearing in mind that a podcast is also a great networking tool for you and your brand. Your podcast is ultimately a means to generate business and there are few more compelling ways to open-up a dialogue with a dream contact or collaborator than by inviting them to share their story with your audience. Step 5: Design your episode format, tone and structure Planning your podcast at episode level is an opportunity to play around with different forms and structures. At this stage of the process, there is no right or wrong. Decide on a structure that feels compelling to you, and then test it. Think about whether you’d like to try your hand at the standard one-on-one interview format or the more ambitious multi-layered ensemble style podcast in which several speakers contribute to a single story. Decide on your desired episode length. Will you break between seasons? Will you batch record episodes; record them remotely? Will you publish monthly or weekly? Because it’s hard to know what format works for you until you try, at PCD Media, we work with clients on a series of dry-runs to help them identify the format that feels best for them and their team before committing to an overall approach. Step 6: Distribution and marketing Effective podcast marketing requires a targeted strategy that starts with seeing your podcast as the base material for a range of other content (such as blogs, social posts and graphics, videos, reels, shorts and audio grams). Finding opportunities to repurpose podcast content for other social media and digital platforms is the secret sauce for helping your audience find you. Guests are also a vital marketing channel as they can also share the episodes in which they appear, and its corresponding microcontent, with their own audiences. Step 7: Equipment The return on investment of a successful podcast often outweighs that of most other content formats. You can launch a podcast with very little investment up front, and start building an audience in a relatively short period of time. Here's a basic list of the kit you’ll need to get started: · a good-quality (although not necessarily expensive) microphone; · a webcam; · a quiet, well-lit room to record in; · Audio editing tool · Podcast hosting platform. If you’d like to explore how your brand could benefit from the power of podcast, PCD Media can help you. [1] https://truthworkmedia.com/5-reasons-podcasts-fail-and-how-to-make-yours-a-success/#:~:text=Podfade%20is%20the%20word%20people,as%2050%25%20among%20new%20podcasts

  • Pathways to an Industry-Leading Podcast

    If video is the hare of the online marketing and brand-building world, podcasts are the proverbial tortoise. While close to 83% of global internet traffic comes from video, podcasts have proved the ultimate game-changer for many brands, allowing experts to cultivate deeper, more-enduring relationships with their audiences. Where private wealth is concerned, high-quality podcasting is in its infancy. Despite evidence that a vast global audience is interested in themes such as succession planning, tax and investments for wealthy individuals, there are few examples of experts and professionals in these fields harnessing the full power of podcasts. For this reason, we argue that now is an opportune time for would-be influencers across the sector to think about tapping into this underused medium and carving out a position of leadership in their niche. However, while the rewards of launching a podcast can be vast and far-reaching, there are some considerations that must first be made. 5 reasons to consider starting a podcast 1. Industry at a tipping point: Podcasts that target private wealth audiences are at a pivotal point in their evolution. Popularity-wise, they are gaining momentum fast while still having significant room to grow. Overall, 48% of British people listen to podcasts every month. While this statistic is rising year on year, the podcasting arena is significantly less saturated than video. The trend, however, paints an exciting picture of where podcasting in the industry can go. It is calling out, therefore, for experienced and authentic new voices. 2. A networking tool like no other: There are few more-effective conversation starters than, ‘Hello, I’d love to interview you on my podcast. I’ve been following you for a while, and I’d love to share your story and expertise with my audience.’ A podcast is your opportunity to spend an hour in conversation with your dream collaborators, talking about the things that inspire them. With the right strategy, the podcast can be the first step in a relationship that could endure long after the hour is over. 3. No budget, no problem: A podcast can be developed and rolled-out in hours and with minimal cost. Unlike video, which often requires a menu of specific equipment and long-turnaround times, a good quality podcast requires little more than a quiet room, a decent mic and a good idea. 4. A shortcut to influencer status: A podcast is a great platform from which to give value and connect with your target client community. By launching a podcast, you raise your hand and assume the role of an industry thought leader. Peers, journalists and potential clients will, therefore, see you as a first port of call for expertise in your niche. 5. Forget the ‘goldfish’ rule: They say the attention span of modern audiences is less than that of a goldfish! However, it seems that podcasts have bucked this trend as evidence suggests that audiences exercise far more patience with a podcast than they will with a video. The portability of the medium means that audiences are listening to podcasts during ‘dead times of the day’ such as at the gym and during long commutes. This makes podcasts the most immersive social medium, giving presenters the time to bond with audiences and explore topics in all their colour and complexity. It is clear that podcasts are here to stay, however, in the background of this success there is a simmering industry debate about what exactly a podcast is. Plot twist: What is a podcast? A podcast is defined as follows: “An episodic series of digital audio files that a user can download to a personal device to listen to at a time of their choosing” (Wikipedia) The curious thing about this description is that it does not contain the word ‘video’. Podcast purists will argue that a podcast is an audio file. Should you choose to record the podcast and post the video to, for example, YouTube, then what you have is (drum roll, please)… a video. There is, they say, no such thing as a video podcast. At PCD Media, we work with our clients to choose the perfect medium to deliver their intended strategy. Your podcast may or may not include video - that decision should be driven by your purpose, audience and budget. Experts who are keen to start a podcast should be aware that a video does require a different production and marketing process. Whether you create a video, a podcast or both will depend on your objective and the right vehicle to help you get there. Identifying your prime objective As we’ve discussed, a podcast can deliver many benefits for your brand. However, when starting out, it is wise to build your strategy around a prime objective. This objective can act as your north star, and from there you can start to build out your vision for what success looks like. For example, your prime objective may be to: turbocharge your network: At PCD Media, we have the distribution capabilities and the mailing list to help you reach audiences across private wealth. We can work with you to design a podcast format that is focused on attracting your dream guests and implement a follow-up strategy to leverage that relationship. grow your client list: We can help you design a strategy that turns your podcast into a lead generation tool that captures data and puts you front of mind with potential clients. build your profile as a thought leader: We can help you build a PR-focused podcast strategy that allows you to leverage the audiences of other media outlets and influencers by becoming a recognised commentator in your niche. While these are all important decisions that must be made, there are three key considerations that override all the rest. Is podcasting something that you would enjoy? Do you have the bandwidth and support to make your podcast a part of your regular schedule month after month… after month? Are you passionate about your topic? Interested in people? Have a clear idea about the kinds of people you are trying to reach? If you can answer ‘yes’ to the above questions, it’s time to think about what a podcast could do for your brand. ​Our picks of the industry’s best podcasts When you’re ready to start thinking about what your podcast might look like, here two great examples of fresh content from the sector to provide some inspiration: Kleinwort Hambros’ Wealth Chat podcast An example of the kind of highly engaging content that can be achieved from a curated, ensemble approach: https://open.spotify.com/episode/0wxw2h66OgP90zv4cHfgxS Waverton’s Why Invest? podcast This second style of approach focuses on a single guest each episode and makes for a compelling exploration of some of the industry’s most fascinating people. https://open.spotify.com/show/0wAe0hnayLkBaTDo3HBFkv

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