Case Study
Softcat’s Explain IT Podcast
A long term collaboration has seen us develop multiple new hosts as the show continually evolves
We’ve been working with Softcat, a FTSE 250 listed IT Infrastructure and Services Provider,
since January 2022.
Their Explain IT podcast was already well established but with the host at
the time moving on, we were appointed to help refresh the podcast and develop a new
presenter.
Full strategic appraisal and recommendations
We began by carrying out a full appraisal of the podcast as it was. This identified a number of areas where significant improvements could be made to both the audio and production quality as well as the format and presentation techniques.
"I was totally blown away today with your coaching session for our podcast."
Working closely with Dean Gardner, the show’s newly appointed host, we coached him on the various aspects of podcast presentation. We covered the skills needed to confidently remotely record interviews as well as take ownership of the brand and develop his own style as a host.
“Thank you for the hard work this year pulling stuff together. The release quality and direction for each and every episode has been awesome and that is thanks to you all.”
When Dean was promoted to Field CTO at Softact, we stepped in again to assist the wider team in choosing Helen Gidney as his replacement and to help her develop her skills as a presenter.
“Your experience has helped coach me to get the best out of the podcast. You’ve helped us structure it, which has meant improved listenership and better feedback from customers and internal.”
Helen Gidney, the former host of Explain IT during a recent podcast recording with two guests.
Developing new presenter skills
Working with new presenters can bring with it several challenges. We want to ensure enough consistency with the overall feel of the show as to not alienate the existing audience. Simultaneously, we want to ensure the quality remains high and develop the skills of the new host, build their confidence and encourage the introduction of fresh ideas.
Seamless change and continuous growth
To achieve this we will typically run a couple of sessions with the new host to discuss and
rehearse script reading, pace, tone, how best to ask questions and the right language to use to bring the audience closer. The key element to this is only ever talking to one listener.
We also work through the technical aspects of podcasting. This includes microphone placement, room treatment, camera and lighting setup, and the remote recording software we use to record.
Ashleigh Baker and Thomas Rowley, the incoming hosts of Explain IT.
Continual development, refinement and confidence building are all core elements of what we do as their producers. For businesses investing in their people, a podcast hosting opportunity is a great way to build confidence, presentational skills and embed networking within your teams. We’re present on every recording to offer advice, spot things that need to be re-recorded, help adjust scripts and crucially to ensure the smooth running of the session.
The podcast as a key marketing tool
For Softcat, the podcast is an important part of their marketing strategy. It offers them a platform on which they can invite key personnel from partner and client organisations to discuss a range of relevant topics. Short form video clips – which we produce from the main podcast – are useful tools in both promoting the podcast and highlighting key points that come up for the Softcat sales team.
“Ultimately it's something of a flagship marketing piece for us because we find it has the best reception of many of our other media pieces. This is fantastic because it means that our customers and businesses are listening in and seeing us as a real innovator, which is really good.”
Developing talent within the business
Helen has recently been promoted within Softcat and given her new responsibilities she has decided to step back from the podcast. This has created another desirable development opportunity for an internal candidate to fill.
We are now helping Softcat manage the transition process. We're just completed the selection process, working closely with the current host and the Softact marketing team to choose two new presenters from a group of internal applicants. As we’ve done before, we'll continue to develop the new presenters as they bed into the role, all the while continuing to produce the podcast to a high standard.
If your business has a podcast that needs a refresh, you’re working through a change of host or are exploring the idea of launching a podcast, we have the experience to help. Our aim is to make producing podcasts for businesses efficient, enjoyable and ultimately worthwhile for both you and the listener.
"It has the best reception of many of our other media pieces."
Helen Gidney, Softcat’s Head of Architecture and host of the Explain IT podcast.
Episodes featuring collaborations with key stakeholders such as Microsoft & VMware.
Long-term client since January 2022
Producing monthly podcast episodes and supporting video,