The MAEKAN Classroom is a series created by the MAEKAN team to pass on the skills we’ve learned in the past few years. We don’t plan to wait until we have a “masterclass” or spent decades honing our craft to share experience and knowledge that works. We want to help get self-taught creatives started telling and publishing their stories today.
We’ve finally come to the last part of this series on making your own audio stories. You’ve jumped through so many hurdles to arrive at a finished product you can be proud of and all that’s left is the (comparatively) simple but no-less important part: publishing and promoting your work.
Here, we’ll show you how to create new assets from your existing work that will help make your work more accessible and appealing to your prospective audience while giving you a workflow that will make it easier to repeat for future work including series.
Congratulations, you’re done…or are you?
• “Converting” at least part your story’s experience into other mediums will help more people access it.
• Choose platforms for hosting your story and others for promoting it depending on your needs.
• Marking highlights in your story will make it easier to search through the longer piece and identify the best promotional bits.
After or while you prepare your finished story, you might want to derive new assets that support your story wherever you might publish it.
Once you’ve finished your first audio story, it’s worth putting a little extra time into deriving assets that will make your story more accessible, whether that’s on the platform where your story is hosted or where you promote it such as on social media. After all, plenty of good work goes unrecognized simply because no one knows about it or they know about it but can’t recognize its value at first glance.
So to make sure your work gets the visibility it deserves, take stock of what you have and where you want to publish and promote your work. This will help you decide what other assets you’ll need to make.
What you have now:
What you likely have as well:
What you can make from these:
Other things you can make or get access to:
If you’re not sure where to start, the easiest assets you can make right away are the text ones because you already have a complete audio story and it’s just a matter of converting some or all of that story into text form.
Having this essential piece of text is the easiest and most helpful especially if you plan to host your show on different platforms since you can just re-use it. As a bonus, it includes all the key information you can share with people when you’re describing your story to them.
Now that you have some basic assets to work with, you’ll need to find a place to host your podcast. For the most part what differentiates podcasting is that it’s essentially an open protocol. You can publish it once via a single hosting platform, but then have it simultaneously pushed to other platforms.We’ve used paid services before but eventually switched to Anchor (now owned by Spotify). It’s pretty painless if you want to experiment and run a few shows. One caveat is the simplicity of their stats unlike other paid options.
There are quite a few other hosting solutions out there, many which are paid. In our past experience, what we did get from paid solutions was better analytics, more features (which may just complicate your experience), and more flexibility in formatting and hyperlinking our episode descriptions. Most platforms will also create your own landing page for your podcast with their own domain as the root. For Anchor, we have anchor.fm/maekan and anchor.fm/maekanitup.
When you do get around to publishing on your desired platform, ensure that you cover as many platforms as possible. It doesn’t hurt to have your content seen in the most frictionless way possible — which means having it on a platform your audience is likely to use regularly as it is.
By this point, you’ve got your audio story parked somewhere on the Internet and dressed up with text, transcripts, images and other touches to make it extra appealing. Your last step is to spread the word. There is no one correct way to do this, but the basic strategy involves making it easy for people to get from anywhere on the Internet to your story, such as through a link, and positioning different types of promotional media around that link.
We want to quickly mention the importance of short-URLs, especially vanity ones you can customize. Having a simple and compact way to connect back to your story wherever it’s hosted makes it easier to share and integrate into your promotion strategy. Here’s why:
2. Share It! From here, it’s a simple matter of sharing that link through whatever means suit you:
Of course, don’t feel limited by the current options out there. There are as many ways to promote a story as there are to create it. Feel free to think outside the box and come up with new ways on existing platforms, or look for platforms or spaces where your audience might be more likely to see it.
To sum up, your goal at this phase is to figure out:
To sum up this series:
That’s it for this series. We hope this has been helpful and would love to hear about any stories you’ve made using this guide. Drop us a message at firstname.lastname@example.org or hit us up by direct message on Instagram.
In the last step in Part 5: Post Production, we showed you how to process your recorded audio into original audio stories. If you find yourself losing direction at any point, including how best to promote your story, you can always refer back to the essence of the story that you decided in Part 1: Story.
Part 1 — The Angle
Part 2 — Equipment
Part 3 — Pre-production
Part 4 — Production
Part 5 — Post-production
Part 6 — Publishing & Promotion
If you have any questions or feedback on this episode or series, drop us a line at email@example.com.