Building Community With A Podcast: Stigma, celebrity and a national live event

The Content Mavericks Club

05-03-2024 • 33 mins

What does it mean to build a community around a podcast?

And how is it best achieved?

Matthew Butler built a podcast about drug and alcohol addiction into a 500 downloads-per-episode show that brought a major event to his home city of Hull.

Matthew unpacks how he leveraged celebrities and influencers like Liberty X singer Michelle Heaton and BBC Radio London presenter Claira Hermet to help get his podcast in front of a bigger audience.

With some impressive stats under his belt Matthew quickly persuaded service commissioners at Hull City Council to invest in what he was doing.

The Content Mavericks Club is hosted by Jason Caffrey, CEO of Creative Kin podcast production and marketing agency.

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ABOUT MATTHEW BUTLER

Matthew works with Change Grow Live, a nationwide charity that helps tens of thousands of people each day.

His role as the Connecting Communities Lead allows him to holistically support adult service users to initiate recovery from drug and/or alcohol dependence.

His aim is to empower people to build their own recovery capital and support them to move into long term sustained recovery and social re-integration.

It is Matthew's responsibility to co-ordinate the work and development of all 'Pathways to Recovery' through Peer Mentors, Volunteers and provide a point of liaison for Service Users and their feedback.

RESOURCES

Believe In People podcast

Change Grow Live Hull

Matthew Butler

Change Grow Live Addiction Recovery And Support

Faces And Voices Of Recovery UK


TOPICS COVERED

01:02 Introducing Matthew Butler

03:40 Matthew's podcast: Believe In People

07:08 Believe in People - the goals for the podcast

08:05 How Matthew got investment buy-in for his podcast

11:03 Who is Mathew's ideal listener?

12:48 Hard to reach audiences - is the podcast the right tool?

16:45 Which podcast promotion tactics work for Mathew's show

19:46 Matthew's most successful social channels for podcast promotion

21:37 Measuring the podcast's ROI

23:54 Not about the money - what's the objective for Believe In People?

25:51 How the Believe In People podcast brought brought the UK National Recovery Walk to Hull

27:59 The coming year for the Believe In People podcast

29:26 Getting personal: what Matthew you gets out of podcasting


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