Gone are the days where non-profit organizations, research institutions, and government entities would rely solely on more traditional media to get their messages across. They too have caught the podcasting bug and are increasingly embracing podcasting to reach their target audiences.
Richard Fawal, the Founder and CEO of Voxtopica, saw an opportunity to hone in on his extensive podcasting experience and exclusively provide podcast production services to these sectors, which were previously underserved. In 2019, Richard decided to move away from other communication forms like websites, videos, and blogs and to focus solely on crafting exceptional podcasts.
Richard explains, “When I would talk to potential clients, they wanted to gloss over the other communication tactics because they were already working on those. Not having all of that other stuff allowed us to zero in on making great podcasts.”
The production of unique shows and the detailed client consultations that accompany it require thorough research and preparation, so the Voxtopica team would need support to work on a bigger scale than they had previously. They needed to be able to discover podcasts on specific topics, see who was listening, and find shows that shared a similar audience.
“Our old research process was very, very difficult, and it was almost entirely sort of us trying to just dig through Apple Podcasts. It was a lot of work,” says Richard. “If I had a dedicated staff person who could spend eight hours a day, we could pull all of this together ourselves, but the fact that Rephonic pulls it all together for us makes it incredibly valuable.”
Rephonic enables him to get all the information he needs quickly, not only for the podcast development phase but also to refine existing shows and get clients booked as guests.
Podcast development
Choosing the correct format is crucial in the podcast conceptualization and development process. Voxtopica often encounters clients inclined towards guest interviews, given its dominance as a podcast format.
However, armed with Rephonic’s topic search and ‘Related Podcasts’ data, Richard and his team can help clients broaden their thinking. By introducing them to a curated list of related shows and discussing their likes and dislikes, clients come to many realizations themselves.
“It’s very eye-opening. They don’t know who their competition is or what they want to sound like. And often they realize that the format they’re assuming is actually pretty boring.”
From here, the conversation shifts to innovative and exciting alternatives. The Voxtopica team plays a vital role in this phase, offering their ideas and expertise to help each podcast stand out.
Podcast refinement
After launching a podcast, Voxtopica focuses on ensuring the show remains aligned with the client’s initial goals. They often use Rephonic’s ‘Related Podcasts’ data to illustrate that the podcast is going in the right direction. However, they occasionally use it to show that the client’s decisions are steering them off-course.
Richard elaborates, “We have a client who has very specific goals about what they want to achieve, and we’re using Rephonic to help illustrate that the guests they have chosen have pulled them away from these goals. We can do that by demonstrating what else their listeners are listening to.”
Another important aspect of their analysis involves comparing their clients’ podcast listener estimates on Rephonic with shows that share a similar audience to gauge success.
“It’s really helpful to us and our clients to see where we fit in that ecosystem. If the show is comparable, they’re very happy,” Richard adds.
Guest pitching
During initial client consultations, Voxtopica will sometimes discover that there may be better courses of action than producing a show.
“We had one client who came to us with a very low budget and didn’t really know what to do, so our recommendation was to take those resources and get them on other podcasts.”
Using the Rephonic’s search tool, Richard could identify podcasts and episodes matching the client’s subject matter. He then dug deeper to find shows where the host shared the same perspective, compiled a list on Rephonic, and pitched them using the contact information provided.
“We got them booked on about a dozen podcasts, all locked in within three months. They were very, very happy. They got a lot of traffic to their organization, and they were very grateful that they’d spent three to six months achieving what they wanted to achieve.”
Final thoughts
By recognizing the untapped potential in catering to non-profits, research institutions, and government entities, Voxtopica has carved out its own space in podcast production.
This targeted approach, powered by the research capabilities of Rephonic, has enabled them to master the art of podcast development, refinement, and even guest pitching. The result is an array of podcasts and appearances that resonate deeply with audiences, achieving their clients' goals.
