Creating a Podcast Series That Drives Recognition and Attracts Professionals
Podcasting
Podcast Series
Target Audience
Estate Planning Professionals
Results
300+ podcasts, .5M+ downloads
Suzy is a very competent communications consultant and a dedicated professional. Her talent is matched by her ability to grasp short-term and long-term projects, develop solid project management plans, and take an initiative from start to finish.
Project Overview
Purpose: To bring recognition to ACTEC as a leader in trust and estate information and advice.
In 2018, The American College of Trust and Estate Counsel, ACTEC, wanted to increase its visibility in trust and estate law. It wanted to be viewed as the “Mayo Clinic of T&E,” a trusted source of trust and estate information. The podcast series ACTEC Trust and Estate Talk was launched to meet that goal with a grant from The ACTEC Foundation.
Podcasts are shared weekly and feature an ACTEC Fellow host and thought leaders of the College. The content is condensed information from the organization’s professional CLE programs, averages nine minutes in length, and is posted every Tuesday.
By the end of 2023, the series had over 550,000 podcast downloads (Apple, Google, Spotify, etc.) and received over 51,000 views on YouTube, totaling over 4,000 hours watched. In 2023 alone, it attracted nearly 115,000 web page views to the Foundation website. In May 2024, the series celebrated its 300th podcast!
Strategy
Target Audience — The target audience of trust and estate law professionals, law professors, and students is well-defined. The series title reinforces the content being presented.
Production Process — This series has adapted since its launch in 2018 to organizational changes, technology and the COVID pandemic. Podcasts are recorded in batches three times a year, concurrent with national meetings, with presenters of ACTEC’s professional programs. Originally, podcasts were recorded in person with the producer and audio engineer on location. Today, production has been streamlined. Presenters and hosts are scheduled back-to-back and recorded over a web-based platform.
Post-Production — An audio engineer edits and processes the file for distribution. The podcast is fully transcribed and processed for sharing on a webpage with graphics, keywords, and SEO. All aspects of the production undergo a quality check prior to webpage design and posting.
Branding —The series is branded in the opening and closing with music and narration. Graphic elements are also reinforced at every opportunity.
Posting — The final step in podcast production is to upload to a podcast distribution platform, such as Libsyn and create the corresponding webpage. The Libsyn platform shares the podcast with Apple, Spotify, YouTube and other linked platforms. Once live, a player is added to the webpage and the webpage is shared to social media websites.
