Clive Gardiner, digital strategist, Headstretch Ltd Steven Scott, connect content manager, RNIB Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Working together
Creating Powerful Podcasts
on a Budget
Steven Scott
RNIB
Clive Gardiner
Headstretch Ltd
ex RNIB
Content Marketing - 27th April 2017

2. Working together
How RNIB Attracted More Than
150k Podcast Listens In Just 8 Months !
Content Marketing - 27th April 2017
Alternative Title

3. Working together
Presentation Format
Importance of Audio
RNIB Case Study
Some Sound Advice
Question Time
1
2
3
4
Content Marketing - 27th April 2017

4. Working together
Intro – Clive Gardiner
Content Marketing - 27th April 2017
30 years working in and around where people are
doing things differently because of innovations
in technology; and where organisations have
needed to act differently and adjust
(left to right) RNIB Connect Radio presenter Jill Barkley and her
guide dog Lucas, Dolly Parton, Clive Gardiner and, in front,
5 year old Dylan Manifold having been presented with a braille book
executive MBA from Henley Business School
founder of digital and content consultancy Headstretch Ltd
at RNIB from August 2013 to January 2017
Group Head of Digital and Content
• Digital Service Delivery (audiobook apps, radio, podcasts),
• Digital and Content Marketing (5 websites, e-commerce, UX,
emails, social media, Drupal Development) and
• Staff Digital Literacy (introduced Workplace by Facebook)
• leading a national team of 55
roles have included Managing Director (x 3),
Head of Marketing (x 2) and Head of Digital (x 2)
twitter.com/clive_gardiner

5. Working together
Intro – Steven Scott
Content Marketing - 27th April 2017
self-confessed media geek and gadget collector
who has turned passions for technology
and story-telling into a highly successful career in
radio, broadcasting and community engagement
RNIB Connect Radio presenter Steven Scott
speaking at an RNIB staff event about how he is growing
and training a nationwide community of content contributors
for RNIB podcasts
joined RNIB in February 2007 as Broadcast Producer
now Connect Content Manager
• Podcast Production (Scripting, Sourcing, Recording, Editing, Presenting)
• Staff, Volunteer and Customer Training (Audio Recording, Tips & Tricks)
• Community Engagement (building national network of contributors)
• managing 2 Production Assistants
roles have included Broadcast Producer,
Radio Broadcaster and Radio Operations Manager
twitter.com/techtalkersteve

6. Working together
Choices in Tech
Content Marketing - 27th April 2017

7. Working together
RNIB Talking Books
Content Marketing - 27th April 2017
format choices to fit customer preference
(top row) DaisyCD, Website, Phone App
(bottom row) USB Stick, Tablet App

8. Working together
RNIB Connect Radio
Content Marketing - 27th April 2017
format choices to fit customer preference
• Freeview TV channel 730
• Connect Radio website
• radioplayer website and app
• tunein website and app
• FM in Glasgow
*2016 audience survey measured an audience
of 150,000 blind & partially sighted people*

9. Working together
2nd Coming of Podcasts
Content Marketing - 27th April 2017

10. Working together
RNIB Podcasts
Content Marketing - 27th April 2017
https://tinyurl.com/cgmediumpodcasts

11. Working together
Who, Why, What, How ?
Content Marketing - 27th April 2017
Audience
Content Strategy
Format
Technology
Who ?
Why ?
What ?
How ?
Digitally savvy
Students and Working Age
Respond to Certain Issues
Want It Now
Programme by Theme
Include Regular Items
Dedicated Production Team
Invite Contributions/Input
Weekly Episodes (60 mins)
Individual Features
Short Teasers (for promo)
Hosts with Contributors
Audioboom
Podcasts (subscriptions)
Click-and-Play
Websites & Social Media

12. Working together
3 Flagship Podcasts
Content Marketing - 27th April 2017
a brand new current affairs programme capturing
news, views and topical issues from across the
sight loss community and especially RNIB Connect
* Now at Episode #27 *
an established programme given an update and refresh
offering an informative irreverent upbeat weekly
walk-through the latest in accessible tech
* now at Episode #176 *
a relaunch of an existing programme celebrating the
love of reading, libraries, writing and publishing and
featuring guest host blind author and climber Red Szell
* now at Episode #14 *
• each Podcast has its own distinct style, flavour and tone
• each Podcast will also be broadcast 2-3 times each week
• these 3 Podcasts are produced by a dedicated team (total 3 staff + volunteers)
• reflect the Connect ethos ie “produced by the community for the community”

13. Working together
Episodes & Features
Content Marketing - 27th April 2017
https://audioboom.com/channel/techtalkpodcast

14. Working together
Content Marketing - 27th April 2017
Episodes Feed
https://audioboom.com/channel/techtalkepisodes

15. Working together
Content Marketing - 27th April 2017
Episodes Click-and-Play
https://audioboom.com/posts/5829615-episode-175-amazon-fire-tv-reading-books-on-smart-devices-accessible-twitter-ios-gestures

16. Working together
Content Marketing - 27th April 2017
Features Feed
https://audioboom.com/channel/readonairfeatures

17. Working together
Content Marketing - 27th April 2017
Features Click-and-Play
https://audioboom.com/posts/5842554-peter-robinson-the-dci-banks-files?t=0

18. Working together
Content Marketing - 27th April 2017
Website Click-and-Play
http://www.insightradio.co.uk/

19. Working together
Content Marketing - 27th April 2017
Twitter Click-and-Play
https://twitter.com/Clay_of_Cymru/status/855345137156804608

20. Working together
Content Marketing - 27th April 2017
Facebook Click-and-Play
https://www.facebook.com/rnibuk/

21. Working together
Content Marketing - 27th April 2017
Scores on the Doors 1
More than 150,000 digital listens of episodes and features counted by Audioboom
mainly since September 2016 when the new RNIB podcasts were launched.
(graph from Audioboom analytics for ‘RNIB Podcasts’)

22. Working together
Content Marketing - 27th April 2017
Scores on the Doors 2
Tech Talk – the longest established programme – is driving 2/3 of Listens
The Weekly Connect and Read on Air growing audience slowly
(graph from Audioboom analytics for ‘RNIB Podcasts’)

23. Working together
Content Marketing - 27th April 2017
Scores on the Doors - 3
(graph from Audioboom analytics for ‘RNIB Podcasts’)

24. Working together
Content Marketing - 27th April 2017
Takeaways
Audience
Content Strategy
Format
Technology
Know your audience segments, which
channels they use and what type of
content works best in each channel.
Look for pockets of common interest.
Build awareness and reputation slowly
and steadily through consistent quality
output and regular promotion. Be patient.
One size does not fit all.
Give your audience the convenience and
control to choose how and when they
wish to listen. Go to where they are.
Audio recording capability is now on
every smartphone. How can you harness
this to build community engagement and
participation ?

25. Working together
Content Marketing - 27th April 2017
What Tech Do I Need ?

26. Working together
Content Marketing - 27th April 2017
Try One of These

27. Working together
Content Marketing - 27th April 2017
Audioboom App

28. Working together
Content Marketing - 27th April 2017
Audioboom Website

29. Working together
Content Marketing - 27th April 2017
Audacity
Free Audio Editor for PCs and Macs

30. Working together
Content Marketing - 27th April 2017
Lots of Choices
Zoom Recorder
Shure Mic for iPhone/iPad
Micro Speak (budget kit)
Editors Keys Studio Series for iPad
iRig for iPhone/iPad

31. Working together
Content Marketing - 27th April 2017
Your Team

32. Working together
Content Marketing - 27th April 2017
Let’s Listen

33. Working together
Content Marketing - 27th April 2017
Any
Q u e s t i o n s
?

34. Working together
Content Marketing - 27th April 2017
Steven Scott
RNIB
Steven.Scott@rnib.org.uk
twitter.com/techtalkersteve
Clive Gardiner
Headstretch Ltd
ex RNIB
clivegardiner@gmail.com
twitter.com/clive_gardiner

35. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

36. 27 April 2017
London
#CharityContent
Content marketing
– planning, delivering and distributing
stand-out content