INTRODUCTION

There’s something magical about using sounds to paint a picture in people’s minds. Just like the intimacy of radio, when audio storytelling is done right, people are transported. They feel connected to the voice speaking to them and invested in the story being told. Sounds can paint any picture, create any landscape and jump from one location to another with seamless transitions. Audio storytelling is a true art and sharing this type of art is now easier than ever.

Back in 2005, the editors of the New Oxford American Dictionary chose podcast as the Word of the Year. Shortly after their popularity flatlined, but about a decade later, podcasts started picking up in popularity and have continued to gain traction. According to Podcastatistics, there are more than 500 million podcast listeners worldwide and many find themselves wanting to create their own. The reason? Well it varies: from simply wanting to entertain, to raising awareness about an issue, or even as a method of building a brand. 

Social media platforms are adapting to accommodate this love for broadcasting audio, too. In early 2018, it was reported that Facebook was testing voice clip status updates as a form of “micropodcasting.”  Twitter launched Spaces in 2021, which gave people the opportunity to host live audio conversations. The feature continues to be available on X and is commonly referred to as social audio. (See how that was bolded? That’s because it’s an industry term. To make it easier to keep track, there’s a glossary at the back, which will have definitions outlined for your reference.) 

This, combined with the increase of cars that have wifi capabilities, means that podcasts are going to be more accessible than ever. It’s not shocking to hear that audiences are now choosing to stream a podcast when they would typically be listening to the radio; it’s a natural progression for podcasts to become a more prominent companion while on the road.

These are just a few examples of how audio storytelling is one of the most versatile ways of reaching audiences where they’re at. If it’s not in the car, it’s through headphones on the train, while on a run or even while falling asleep. In a culture where the most valuable thing is time, podcasts allow people to be entertained, work on their professional development or catch up on the news in a simple, efficient way.

WHY READ THIS BOOK?

This book is meant for people who are interested in starting their own podcast, want to invest in a podcast for their business, or are interested in familiarizing themselves with the podcast landscape and what’s to come.

This book is made up of five sections:

Part 1: The Foundation
This includes the history of podcasting, current listenership and how advertisers are taking advantage of the medium.

Part 2: What’s out there?
Here, we’ll look at the different podcast genres and formats and highlight some best practices using current podcasts as examples. We’ll also look at how to create podcast ads.

Part 3: What’s next?
This section will explore how the medium is projected to expand and who to keep an eye on.

Part 4: Doing it yourself
This is where you’ll find all the nitty gritty details of starting a podcast. I’ll outline what equipment you’ll need, how to upload and important tips to keep in mind when recording.

Part 5: How I did it
This is where I pull back the curtain and show you how I created some of my recent projects. This behind the scenes section will give you an idea of what it looks like when you put everything you’ve learned in this book to practice! You’ll also get the transcript of my TEDx talk, Why audio storytelling is an integral part of humanity.