In a recent webinar, we explored the power of podcasting in higher-ed marketing, offering practical insights and strategies for maximizing stakeholder engagement.
With the changing demographics in higher education, finding ways to connect with diverse target audiences is more critical than ever.
Podcasting provides a dynamic way to share stories, insights, and updates that resonate personally, helping to grow stakeholder loyalty within your institution.
This method of communication is vital for engaging students, faculty, alumni, and staff, recognizing that a one-size-fits-all approach does not suffice.
The webinar featured Kate Young from "This is Purdue" and John Boccacino from "'Cuse Conversations" at Syracuse University.
Each speaker shared unique perspectives on starting and scaling a successful podcast, drawing from their extensive experience in the field.
The following recap provides a summary of the presentation:
Boccacino shared his experience and insights on managing the "'Cuse Conversations" podcast at Syracuse University.
Boccacino detailed his journey from being a sports reporter to leading alumni engagement at Syracuse, which eventually led to the creation of the podcast in 2019.
He highlighted the need for engaging storytelling to capture and retain the audience's attention, noting that their sweet spot for episode length is between 20 to 40 minutes.
Boccacino explained that the podcast started with a focus on alumni stories, aiming to keep the alumni community connected to campus life.
However, it has since expanded to include stories about students, faculty, and staff, serving as a valuable communication tool for the entire campus community.
The podcast has also been effective in recruiting efforts, as parents and prospective students listen to understand the university's environment.
He emphasized the importance of consistency and strategic planning in releasing episodes published twice a month.
Boccacino credited the podcast's success to the strong partnerships with campus communicators, who help suggest guests and amplify the episodes through various channels.
He mentioned the podcast's high engagement rates, with nearly 62% completion rate for episodes, and a significant increase in audience listens year over year.
Boccacino also highlighted the role of social media in promoting the podcast, using video snippets from Zoom recordings to drive traffic.
Notable episodes have featured high-profile alumni like Hall of Fame Sportscaster Bob Costas and engaging stories like that of Maximilian Osinski, who played Zava on "Ted Lasso."
Looking ahead, Boccacino expressed his aspirations for the podcast, including live episodes with audience participation, a dedicated YouTube channel, and collaboration with the campus NPR station.
He also envisions involving students from the College of Visual and Performing Arts in creating music for the podcast, enhancing the experiential learning opportunities at Syracuse University.
Kate Young discussed the journey and strategies behind the "This is Purdue" podcast, emphasizing its growth, diversity, and brand awareness for Purdue University.
As an alum, Young highlighted her deep connection to the university and her joy in sharing its stories.
"This Is Purdue" ranks in the top 2% of podcasts globally (Listen Notes) and frequently charts on Apple Podcasts, rating as high as #2 in education and #20 overall.
YouTube views of the program grew more than 1,000% from 2021 to 2022, and listens increased almost 95% during the same period. With more than 1.25 million listens and views so far this year, the program's reach is only growing.
"This is Purdue" covers various topics, featuring guests like deans, athletic coaches, CEOs, Tony-nominated actors, and NASA astronauts to build brand awareness and tell compelling stories.
Young emphasized that podcasts allow for a unique form of storytelling, capturing the emotional nuances in a guest's voice, which can be more impactful than written articles or social media posts.
The podcast started in January 2020, initially as a test by an intern, and Young took over as the full-time host in March 2021, contributing significantly to its growth and strategy.
Young shared that the podcast releases episodes every other Thursday without fail, highlighting the importance of consistency. The team behind the podcast works meticulously on various aspects, including graphics, video components, writing, research, and prep.
Key strategies have included aligning episodes with significant events and leveraging SEO and keywords. For example, episodes were timed with events like March Madness and the Indianapolis 500 to maximize engagement.
The podcast's audience primarily consists of alumni, faculty, staff, students, and prospective students' parents.
By tracking listens on platforms like Apple and Spotify and views on their dedicated YouTube channel, they gather valuable data to refine their approach. YouTube has become a crucial platform for them, with a dedicated channel achieving significant viewership and engagement.
Young's team creates short-form content to promote the podcast, like 60-second trailers and 2-3-minute clips, which are shared across social media.
Young concluded by encouraging podcast creators to start small and scale over time, emphasizing that consistent effort and strategic planning can lead to significant growth and success.
Given shifting demographics, engaging diverse audiences is essential, and podcasting offers a dynamic way to share resonant stories.
The presentation by John Boccacino and Kate Young provided insights into creating and scaling successful podcasts, emphasizing consistent, strategic content and strong campus partnerships.
Podcasting is more than sharing information; it builds a connection with your community.
Podcasts foster loyalty and engagement by telling compelling stories reflecting the diverse experiences of students, faculty, alumni, and staff.
Boccacino and Young's experiences demonstrate that with dedication and strategy, podcasts can enhance communication efforts and strengthen institutional bonds.
Whether starting or scaling, the key takeaway is that podcasts are a powerful tool for higher-ed marketing, capable of driving engagement and building lasting connections.
Last Updated: Jul 25, 2024 11:00 AM
