When Nitin Sanan began pursuing his Strategic Leadership: Advanced Certificate at the School of Continuing Studies (SCS), his perspective, career options, employer support, and personal brand expanded exponentially. With a background in engineering and an MBA in marketing, Sanan lives in China working as a Senior Manager in plastic manufacturing. After relocating to China from Canada in 2013, Sanan studied French for Absolute Beginners online at SCS in an effort to communicate better with his wife’s French-speaking family. He loved the experience so much, he began exploring other learning opportunities at SCS. 

“I started working towards my Strategic Leadership: Advanced Certificate. I’ve been with my company for 13 years now; I know the company inside out, and manage 37 people. However, I wanted to go further, and enhance my leadership skills. One particular course in the certificate, Digital Media Strategy for Leaders, was a real game-changer,” recalls Nitin. “I didn’t know much about social media at the time, but this course helped me develop skills in personal branding. I started using social media, especially LinkedIn, on a whole new level, and developed a personal brand statement. I started sharing content, thinking strategically about what I was posting and when. For example, I presented at an event, and asked my instructor Lina Duque how I could share a photo of my talk on social media. She helped me develop a strategy to share it over LinkedIn, Twitter, and Instagram. It received over 1,800 views, and I even wrote an article about.”

Nitin’s new social media presence did not go unnoticed; he was approached by recruiters and offered two jobs. The marketing and sales teams at his company noticed his social media skills as well, and Nitin began sharing best practices and ideas across the organization. Even his manager saw what a difference Nitin was making throughout the company, and asked to learn more about his studies. “My boss asked me about my learning at SCS and was impressed. She spoke to our board, and they offered to fund the remainder of my certificate, which I’ll be completing this fall. My new social media presence and personal branding quickly paid off,” says Nitin. “My company has been incredibly supportive of my learning, and they allow me to have flexibility in my schedule to accommodate the time difference.”

According to Nitin, continuing education is a must-have to avoid falling behind on important trends and industry insights. “Once you disengage from school, you can get so caught up in work, family, and daily routine, it’s easy to fall out from what is new. We get comfortable. But meeting new people, hearing fresh ideas, you realize how much insightful information there is to take in. I learned from both my instructors and my classmates. They inspired me to keep learning! It’s a way of updating myself,” reflects Nitin. “I want to be a great leader and really understand people. I’m learning that true leadership involves looking at the big picture and learning to let go. I’m committed to my studies; once you get a taste of continuing education, you want to keep going.” 

When Edinair Damasio Barbosa came to Canada from Brazil five years ago, she was eager to continue her career as a lawyer. However, on top of the challenges associated with moving to a new country, Edi faced professional barriers. “I had been a lawyer for ten years when I immigrated to Canada, and wanted to practice law in Toronto. As a step towards earning my Ontario license, I decided to pursue the Global Professional Master of Laws (GPLLM) at U of T, which required obtaining a top mark in a program that satisfies the university’s language proficiency requirement (Academic English-Advanced Level 60),” recalls Edi. “I tried a couple English classes, and felt really frustrated. I was learning the basics of language, but nothing about culture or true communication. It was a means to pass a test, not a real immersion into the English language.”

When Edi found the Academic English Program in our School of Continuing Studies’ English Language Program (ELP), she immediately felt at ease. “From the very first day, it was clear we were learning how to communicate effectively, not just speak English. The online learning experience was great; our instructor used various teaching tools such as videos, slides, and podcasts to help us learn. She encouraged classroom discussions, group work, and online socializing, which allowed us to practice our social and speaking skills,” reflects Edi. “My classmates were from all over the globe, which enhanced the learning experience as we bonded and grew from one another’s experiences. We learned about effective English communication, such as how to write persuasively and clearly, summarize information, and even write effective and concise emails. My husband—who is Canadian and a native English speaker—was amazed at the skills I was gaining. He even said ‘oh my gosh, I can’t even write this way!’”

Edi felt supported both by her instructor, and the administrative team at ELP. “My instructor was so supportive, like a mother almost. She was professional, knowledgeable, and all learners got 1-1 time with her each week to work on specific skills,” says Edi. “The ELP team also contributed to the learning process by providing support and encouragement throughout the program. I am grateful; they played an integral role in my successful completion of the class. This experience wasn’t about passing a test; it was about learning how to thrive in an English-speaking setting. These are skills I will use daily in my educational and work experiences.”

Having completed the Academic English Program in April 2021, Edi has been accepted into the GPLLM program, and is excited to move her career forward. “This program has ignited my confidence. Now, I am so excited to write in English, I can’t stop! The skills I’ve learned will help me write persuasively, speak in court, and negotiate effectively,” smiles Edi. “Today, I feel ready to step into the next chapter of my life.”

For Charles Musa, continuing education not only helped him launch a new career, but it provided him with motivation and focus during a challenging time. When the financial company he was working for closed their Toronto office, Charles found himself laid off, and faced with the daunting but exciting opportunity to re-assess his career. “In late 2019, I Iost my job, and had to decide what I wanted to do next. It was time for a career change, and to get back to my marketing research roots. To ease this transition, I started pursuing a Marketing Research Certificate at the School of Continuing Studies (SCS),” recalls Charles. “I had just begun my learning when COVID hit, making the job market even harder to navigate, especially for someone trying to return to an industry after many years away. My finances were affected, so I knew I needed to find ways to support my learning.”

Charles explored funding opportunities at SCS. He applied for -and received- the School of Continuing Studies Bursary. “The funds allowed me to continue my learning. I was both excited and relieved to receive this support,” says Charles. “It was a very anxious time for me, and being able to continue my studies boosted my confidence as I searched for a job. Studying gave me a plan, and something positive and productive to focus on.”

In May 2020, while working towards his certificate, Charles landed an interview at Numeris, a Canadian audience measurement organization. “The knowledge I gained at SCS was critical in how I performed in that interview. It just so happened that in one of my classes, we had discussed Numeris in a conversation around brand equity,” he recalls. “I brought this knowledge up to the interviewer, and they were impressed by how timely and relevant my comments were. I got the job, and now I am back in the market research industry.”

The skills Charles learned at SCS have also impacted his entrepreneurial spirit. “I’ve always been passionate about market research, and studying at SCS inspired me to take a business plan I had in my head, and make it a reality,” explains Charles. “I started an ecommerce business, World of Daily Essentials, at the end of 2020, using the marketing research abilities I gained in class. I also have greater confidence in my capacity to implement plans based on smart market data. Having this business makes me feel empowered both personally and financially.” 

As Charles completes his certificate, he is grateful for the support he received from SCS, and is eager to grow into a management role in the market research industry. “Continuing education can only help; it can only advance your career. There is truly nothing to lose,” says Charles. “SCS supported me when I needed it most, and now I have a career I love. One day, I want to give back and financially contribute to the bursary program at SCS, so other learners can have the same life-changing experience that I did, regardless of their financial challenges.”
 

Sophie had always loved studying language. After earning a Bachelor of Arts degree in English and Spanish in 2010, Sophie pursued a career in administration. A decade later, she made the bold decision to explore new possibilities and broaden her employment prospects. “French is my first language, so as someone who speaks English, French, and Spanish, I was typically the sole multilingual employee in most workplaces,” reflects Sophie. “I was often relied on to provide translation, interpretation, and other language services. I was browsing through the University of Toronto School of Continuing Studies (SCS) website one evening in January 2020 and came across the French Translation Program. It seemed like a natural and logical fit: I figured that if I was going to continue to provide translation services off the side of my desk, it was a good idea to formalize what I was doing.” 

She decided to go for it, and began taking the first course in our Certificate in Translation: French to English. “I figured, if nothing else, it would give me something more to do outside of work, and I would learn a few things. If I liked the introductory course, I could carry on with the next one and perhaps all the courses required to obtain the certificate, and I would think of what to do next after that,” says Sophie. “When I signed up for the introductory course, learning was my only expectation. I had no way of knowing that 15 months later, I would end up being a living ‘best case scenario’ embodiment of what continuing education at SCS is all about.”

Sophie immediately connected with her instructor, Pamela Lipson. “Not only is Pamela an engaging, knowledgeable, and motivating instructor, she also did a great job of simulating the real, professional world of translations,” recalls Sophie. “As part of assignment feedback and at every webinar, Pamela provided insider knowledge of what the professional translation field is actually like, examples of what distinguishes top quality translations from passable ones, and so much practical advice on how to stand out in this competitive field. We went beyond the fundamentals of translation, and Pamela consistently emphasized the importance of mastering related skills, including scrupulous research practices, quality control procedures, and revision strategies. She coached us to sharpen these important skills.”

As Sophie neared the end of her certificate, she felt confident in her new abilities and began applying for translation roles. She was hired by a linguistic services company, and is now applying her translation skills on a daily basis. “I felt appropriately prepared throughout the testing and interview process, and I’m now employed as a full time French to English Translator,” shares Sophie, who earned her certificate in May 2021. “Thanks to SCS, I feel well-equipped and ready to enter this exciting new chapter in my career. Pamela’s holistic approach, combined with her expertise and intellectual generosity, set me up for success in this field.” 

For Clara Tsim, lifelong learning is a way of life. After earning a business degree, Clara began her career working for the Canadian Government. “I’ve always been curious. After completing my degree, I was eager to do some personal development, and wanted to learn to speak Mandarin to learn more about my culture,” explains Clara. “In 2004, I started learning Mandarin at the School of Continuing Studies (SCS), and had a really positive experience. So, when I wanted to do some professional development, I knew SCS was the right choice. Much of my work is project-based, so I decided to start by earning a Project Management Certificate at SCS, and my love of continuing education just snowballed from there.”

Over the next 17 years, Clara earned certificates in Mandarin, Risk Management, Financial Analysis and Investment Management, Financial Trading and Option Strategies, and Applied Specialization in Mindfulness Meditation. She also earned a Master of Public Administration at the University of Victoria. “I enjoy taking a mix of courses that help me develop both personally and professionally. And some do both! For example, my finance-focused certificates have helped me not only on the job, but also in my personal finances,” says Clara, who received a Marilynn Booth Award of Excellence from SCS. “The biggest effect continuing education has had on my career and life is my increased confidence. Taking a wide range of courses has diversified the tools in my toolbox, opened doors, opened my mind, and allowed me to see things from different perspectives. I know my skills are transferable, and this has diversified the types of projects I can work on, and multiplied my career options.”

According to Clara, a commitment to lifelong learning has allowed her to enter any work situation with confidence and a problem-solving mindset. “When you are armed with knowledge, you are able to make better decisions, both professionally and personally. Learning has helped me relate to other people, work collaboratively, build relationships, and understand other people’s perspectives,” she reflects. “I work on a lot of multidisciplinary teams, and having skills in project management, risk, financial analysis, trading, language, and mindfulness, allows me to contribute, break down silos, and lead on a whole new level.”

In order to succeed in her studies, Clara — who is currently a Senior Financial Analyst with Employment and Social Development Canada (ESDC) —was adamant about time management, and carving out dedicated time for her learning. “I appreciated the flexibility of online learning, which I was able to make work with my schedule. I also gave myself breaks between courses, really scheduled my time carefully, and tried to avoid rushing assignments as much as possible. In many classes, we did a lot of group work and team building; it was great to grow with likeminded people from different sectors, and learn from their experiences,” reflects Clara. “My instructors were really inspiring. In fact, my Risk Management instructor gave me a strong academic reference to support my application for my Master of Public Administration.” 

For Clara, studying at SCS has meant the ability to say “yes”. “A commitment to lifelong learning has allowed me to try new things, and build transferable skills,” she says. “When I am given new challenges, I can say YES, because I have the confidence I can do it. Learning at SCS has given me a ‘can-do’ attitude, and taught me that I can overcome any challenge.”

Taara Smith wanted to become a learning expert. However, her path to a career in instructional design was winding. “I’m a military spouse whose career was in the provincial government. This required me to leave a successful career in Alberta and rebuild a career in B.C. when we relocated. When I found myself in Ontario having to rebuild a career again, this seemed like the perfect opportunity for change. I needed a new career that matched my needs and interests. I loved training staff, and after researching the field, I knew instructional design was the right fit for me,” recalls Taara. “Although I had relevant experience, I wanted to pursue further education to demonstrate I had the necessary academic foundation to pursue this specialization. I considered getting a second degree in adult education or pursuing a Master’s degree, but neither of these options were the right fit. I didn’t really need another degree. Then, I came across the Learning Design program at the School of Continuing Studies (SCS). Its content addressed the industry knowledge I was lacking, with no extra fluff. It was the missing puzzle piece.”

She began taking courses in Fall 2019, but was hesitant at first. “I had been out of school for a while, and I wasn’t sure if I would be successful in an online learning environment or if it would fit my needs,” says Taara. “However, the digital classroom was very flexible and designed for adult learners. My peers came from diverse backgrounds, meaning I got to hear about learning design within various industries, such as the corporate and financial sectors, government, and education. My instructors were very passionate and knowledgeable. It wasn’t the intimidating experience I had feared, and I learned to be kind to myself, know my limits, manage my time, and not take on too much at once.”

From the start, it was clear to Taara that the program’s main focus was on comprehension and application. “This program was unlike university courses I have taken. I was challenged to think about the practical application of the teachings. We were encouraged to think beyond standard processes and formats, and instead, we developed our assignments based on the needs of our workplace projects,” she says. After being hired by the Department of National Defense as an Instructional Designer, Taara found that the program had not only enhanced her learning design skills, but also her confidence. “Starting a second career can be daunting. Even when you finally break into that new role, you can feel like an imposter. SCS gave me the essential skills and industry language that I needed to fit in and thrive in my new environment.”

Taara, who won a Marilyn Booth Award of Academic Excellence from SCS, now applies her learning design skills on a daily basis. “When I started my new job, I inherited a large project that was mid-completion, and thanks to the abilities I gained at SCS I was able to step into the lead Instructional Designer role fairly seamlessly. As I advance in my career, my goal is to continue to apply best practices to make training even more engaging and effective. I want to use creative solutions to ensure learners can retain and use what they learn,” says Taara. “SCS truly provided an adult learning environment, with a key focus on applying concepts vs. getting great grades. I did excel academically, but when my mindset shifted from ‘getting an A’ to ‘how can I grow,’ I was really able to focus on my personal learning needs. This program was invaluable in obtaining the knowledge and experience I was missing to make a career change, and I love my new career.”

After years in the audio branding industry, Jordan Stevens made the move to pursue a career in marketing. Having built a successful business as a freelance digital marketing consultant, he was eager to take his skills to the next level. “I saw how important data analytics was in successful marketing, and identified this as an area where I really wanted to grow my skills,” recalls Jordan. “I did my research, and decided to pursue a Data Science Certificate at the School of Continuing Studies (SCS) to compliment my marketing skills. I liked that the certificate offered a diverse curriculum in programming, machine learning, and AI.”

Jordan chose to attend in-class courses, but when the pandemic hit and classes quickly shifted online, he was faced with a unique set of challenges. “I’ve always had hearing loss, and recently experienced a drop in my hearing. So, in addition to shifting to an online format, I needed closed captioning and screen readers. There was a real sense of uncertainty as to how my hearing needs would be supported,” he says. Jordan connected with his instructors, and worked with them to outline his accessibility needs. “My instructors quickly adapted and set up closed captioning. We had an open line of communication, and I was able to make suggestions and experiment with new strategies. It was important for me to be able to connect with my instructors about my needs, and we overcame challenges together,” he recalls. “I had a positive online learning experience, and appreciated the flexibility of the courses. My peers were from many different industries, so it was interesting to hear from their diverse perspectives.”

Jordan, who recently earned his Data Science Certificate and was awarded a Marilyn Booth Award of Excellence from SCS, says that his new skills help him in his consulting work on a daily basis. “I’ve gained new perspectives on data. For instance, when I look at Search Engine Optimization (SEO) data, I now have a strong capacity to interpret information and implement strategies. I’m also able to use my new analysis and statistical skills to enhance web performance, and predict sales trends for clients,” he says. Jordan has also developed a healthy skepticism of data and AI tools, and can objectively look at studies and assess how effective AI offerings are. “I’m using my new abilities to continue to grow my business, and take on more data science projects. Augmenting my marketing skills with data science has really expanded my portfolio of work, and I’m determined to continually improve,” says Jordan. “It sounds so simple, but you truly get out of continuing education what you put into it; give it the time and effort, and you will reap the benefits.”
 

Nitasha Gupta was ready to gain new skills to take her career to the next level. After working at CIBC for over eleven years, she was eager to try something new, and enhance her business communication abilities. “I’m always striving to challenge myself and hone my skills,” says Nitasha. “I’m currently a consultant for front-line effectiveness in the banking industry. Communicating—specifically writing emails—is a huge part of my job. I often need to make requests and negotiate with people who are in a position of authority. This can be tricky to navigate, and I was keen to learn ways to manage delicate communications, and be powerful and succinct in my messaging.”

In 2019 Nitasha began working towards her Business Communications Certificate at the School of Continuing Studies (SCS). “I really appreciated learning from industry experts; my instructors were always providing real-life examples of how to communicate and present information effectively,” reflects Nitasha. “I was able to apply everything I was learning the next day at work, and I noticed that seemingly simple strategies had the power to make a big difference in my ability to influence, communicate, and present information to senior leadership. My colleagues noticed as well, and I started receiving really positive feedback.” One of the greatest benefits of her learning experience was getting to connect with other learners from different industries. “Interacting with people from different backgrounds was invaluable. At work, I am typically surrounded by the same people in the same industry,” says Nitasha. “Learning with people from different backgrounds allowed me to hear different perspectives, challenges, and solutions.”

Part way through her certificate, the pandemic hit. Suddenly Nitasha was working from home while navigating online learning with her kids. “It was a huge challenge at first. My kids are four and six, and juggling between work, their learning needs, and my course was tough,” recalls Nitasha. “I worried that my professional development would feel like a burden, but to the contrary it was a way for me to focus on myself and my needs. I enjoyed taking the time to myself and delving into the curriculum. I learned to be really patient with the situation, and with myself.”

While taking courses as a working mom was overwhelming at times, Nitasha’s commitment to lifelong learning kept her motivated and focused, and she earned her certificate in late 2020. “Continuous learning is something that was engrained in me since I was a child. Back in India where I grew up, my family taught me the importance of always growing my skills and learning new methodologies to stay ahead of the curve,” says Nitasha. “It’s really a part of who I am. And I like setting an example for my kids that learning doesn’t stop at a certain age. Challenging yourself doesn’t ever get old; it makes you look forward to an even better tomorrow!”

Michael Coelho never considered himself to be someone who could win an academic award, let alone an award of excellence. However, while studying at the School of Continuing Studies (SCS), he decided to push himself and apply for the Marilyn Booth Award of Excellence. “I never thought I could earn an award of academic excellence; those weren’t words you associated with my name growing up,” reflects Michael. “But I was eager to keep learning at SCS, and knew that if I won, I could put the money towards my education. My fiancé encouraged me to apply for the award, which motivated me to keep going and excel.”

The Marilynn Booth Award of Excellence was established in 2017 in honour of former Dean Marilynn Booth upon her retirement from SCS. The award recognizes career-focused learners who have demonstrated academic success, personal commitment, and exemplary leadership, with a value of $1,000. “I wanted to be excellent; I wanted to be the person the award describes and excel at adult education,” says Michael. “Continuing education has played an important role in my career and life, and this award has motivated me to never stop learning.”

Michael first came to SCS in 2014, while he was working for a construction company. “I decided to earn my Project Management Certificate, and was immediately able to apply the skills I was learning, which resulted in a promotion to Junior Project Manager. But my love for travel drew me abroad, and I ended up buying a one-way ticket to Europe and working as a tour guide,” recalls Michael. “I loved learning about every city, different cultures, and developed an unquenchable thirst for knowledge. When I came home to Canada, I started working for a startup tour aggregator company, and was reading everything I could get my hands on. I was longing to learn and satisfy my hunger for knowledge, so I again turned to SCS and pursued my Business Analysis Certificate.” Almost immediately, Michael was able to leverage his new skills at work, formalizing processes at the startup. He was able to apply charts, analysis, techniques, and stakeholder strategies in his daily operations, earning him a promotion. Then, the pandemic hit. 

“When COVID-19 happened, my company quickly shrunk by 50%, however my position was maintained because HR was impressed by my commitment to continuing education. They saw value in me, because I was always growing, learning, and showing initiative,” says Michael. “As the pandemic wore on, I decided I wanted to move out of travel, and knew that enhancing my skills would help me in this transition. So, I started earning my Certificate in Advanced Business Process Management. While completing the certificate, I applied for the Marilyn Booth Award of Excellence. When I won, I was really proud, and even more motivated to keep going in my learning.” 

Today, Michael is using his award winnings to continue pursuing his Advanced Business Process Management Certificate, and has a new role at a prominent password management company. “One of the greatest things I’ve learned from my instructors at SCS so far is to be reflective. To take a moment to step back and assess a situation after the fact,” asserts Michael. “It sounds so simple, but it’s truly a powerful technique. Take the time to reflect and learn from experiences. Gather feedback, looks at situations objectively, and find ways that you can improve. That’s a powerful tool, both at work and in life. I’ve learned that my capacity to grow is endless.”

The popularity of podcasts has skyrocketed in recent years; over two million podcasts exist on Apple alone. In the US, 57% of the population has listened to a podcast, and the numbers continue to increase year over year. 

Podcasting is a valuable tool for both brands and individuals, however starting a quality podcast on a budget requires strategic planning. As CEO and co-founder of Quill Inc., an agency where podcasters can find pre-vetted expert freelancers, I know that preparation is key to podcasting success. Expanding on the tips I shared in a recent SCS Knowledge Hub webinar, here are nine steps to help you launch a podcast on a budget from home. 

Step 1: Set your objective

The first step is identifying your podcast’s objective. This is a crucial step that often gets overlooked in podcasting. With the two million podcasts that exist right now, you need to be strategic about your goals, and where you are carving a niche in your category. You want your podcast to stand out. So ask yourself: what are your objectives?

Some possible objectives include: 

• Educating listeners on a topic you are credible in
• Becoming a thought leader in a specific industry
• Generating leads for your company
• Strengthening and cultivating relationships with existing and potential partners 

Step 2: Choose your format 

There are endless possible podcast formats you can choose for your series. You also are never permanently tied to one format, it's your show after all! If you decide to start with one format, and then over time test another format to see if that resonates more with your listeners, go for it! 

 Some potential formats you can use for your podcast are: 

• Solo interview 
• Narrative
• Round-table discussion
• Multi-story

Step 3: Name your podcast

Choose a name that is creative and catchy, but also relates back to the content of your series. 
Something to keep in mind when choosing your podcast name is to strategically select your name for SEO (search engine optimization) purposes. When beginning your podcast, you should select a handful of keywords that represent your work. For example, if you are launching a podcast about gourmet cooking, “gourmet chef” might be your keyword, therefore you could name your podcast “The Gourmet Chef”. Having your keyword in your podcast name is great for increasing your chances of coming up in the search results.

Some resources to help you select your keywords are: 

• Google Keyword Planner 
• Ubersuggest
• Wordstream 
• SEMRush 

Step 4: Select a structure 

Now it’s time to piece together all of the different elements within your podcast to build a structure. Having a solidified structure is going to help you stay organized and focused when it comes to the planning, production, and post-production stages of your series. 

Here is a sample structure: 

1. Short Teaser 
2. Introduction to podcast series, episode, and host
3. Introduction to guest 
4. Body of the podcast 
   1. Topic 1 
   2. Topic 2
   3. Topic 3 
5. Conclusion and ending remarks 

Step 5: Create artwork

Your podcast cover art matters. When audiences are browsing in their podcast app, you want to make sure your artwork stands out to potential listeners.
 
Some ways to make your cover art stand out is to: 

• Use bright, bold colors
• Use bright, bold text
• Use minimal text
• Have an eye-catching graphic or image of a person

Step 6: Select recording & audio editing tools

When it comes to recording and editing your series, you have many resources and tools out there to assist you. There are plenty of free and paid recording and editing options for you to explore. 

If possible, purchasing good recording equipment is definitely a solid investment as a podcast host. This will ensure your audio sounds clean and clear. The first two pieces of equipment I recommend looking into are a good microphone and headphones. 

Step 7: Sign up for a hosting site & publish your podcast 

Now it’s time to finally share your podcast with the world! You have two options when it comes to uploading your podcast to major listening platforms such as Spotify, Apple, Google, etc. You can either manually upload your podcast to the platforms yourself - which is time consuming, or you can sign up for a podcast hosting site. A podcast hosting site is a platform that publishes your podcast to all the major listening platforms so you only need to upload your podcast onto the hosting site. 

Step 8: Link your podcast 

It’s best to link your podcast directly to a listening platform, whether this is Apple, Spotify, or Google Play, since this is where the vast majority of audiences consume podcasts. It's important to remember that your listeners are split between multiple listening platforms. For example, 40% of your listeners may prefer Apple Podcasts, 50% may prefer Spotify, and 10% may use Google Play. 

For this reason, you want to have a link that will give your audience the option to choose which platform they want to listen to your show on. LinkTree is a great free resource that you can use to generate a link that gives your listeners multiple links within it to the different listening platforms. 

Step 9: Examine analytics 

Keeping track of your analytics, especially if you plan to monetize or look for sponsors down the road, is key. You can track your podcast analytics in each specific listening platform, as well as in whichever hosting platform you decide to use. Some hosting platforms offer a different range of analytics based on the plan that you purchase. 

Key analytics that you should be tracking are: 

1. Downloads 
2. Unique downloads 
3. Retention rate 
4. Listener gender 
5. Listener age 
6. Listener location 
7. Listening platform 

Launching your podcast

Follow these nine steps to bring your podcast to life! Just remember that podcasting is a journey; you will not always see immediate results once you release your series. It takes time, strategy, consistency, and marketing. Make sure that if you are thinking about launching a podcast, commit the time and effort to make it successful (with whatever your success metrics you chose)! 

SCS instructor Fatima Zaidi is the CEO and co-founder of Quill Inc., the world’s first one-stop marketplace and agency where podcasters can find pre-vetted expert freelancers who will save them time, improve their podcast quality, and help grow their audience. With the expertise of veteran technical marketers, unique access to podcasting data, and a CEO that comes from a sales hacking background, Quill is positioned to be a fast-growing company. As an early adopter, Zaidi saw the promise and opportunity in the podcasting industry. This was only reinforced by her experience in marketing agency roles where clients were increasingly looking for exposure on existing podcasts or had aspirations to start their own. As a member of the National Speakers Bureau, Fatima has spoken at various events around the world on media and tech trends, leading her to keynote on world stages alongside speakers like Gary Vaynerchuk, and, most recently, Richard Branson. In addition to being a commentator for BNN Bloomberg, she is a frequent contributor to publications, including The Globe and Mail and Huffington Post. Over the past few years, she has won two Top 30 under 30 awards and been recognized as one of Flare Magazine’s Top 100 Women.

When Reem Alsaegh came to Canada from Lebanon in 2014, she was eager to continue her career in electrical engineering. First, she would need to pass examinations required to earn a P.Eng. license. “When my family and I first came to Canada, I needed to pass licensing exams. This was overwhelming along with all the challenges of relocating, and I knew I needed support to prepare for the exam. That’s why I came to the School of Continuing Studies (SCS),” recalls Reem. 

In 2016, Reem enrolled in our Licensing International Engineers into the Profession (LIEP) Program: Electrical. This certificate supports internationally educated engineering graduates who wants to work as a professional engineer in Canada, and helps them earn their P. Eng. license. “When I reviewed the curriculum, I felt immediately relieved and confident that this certificate would prepare me to pass my examinations,” says Reem. “SCS offered the support I needed to navigate becoming licensed in a new country.”

Throughout the certificate, which is offered in collaboration with the Faculty of Applied Science and Engineering at U of T, Reem worked with her expert instructors to review basic principles and solve problems by working through previous examinations and model questions. “We explored laws of contracts and torts, ethical aspects, social responsibility, and sustainability issues faced by professional engineers,” says Reem. “The biggest benefit however was improving my confidence going into the exam, and being surrounded by peers who were in the same situation as me. It was really comforting and interesting to study with other learners who had the same goals. We could really relate to one another. Everyone came from different backgrounds and cultures, but we were all in same place with the same focus. It was really beautiful to have that level of comradery and support.”

Reem’s hard work and dedication paid off; she has passed her exams, and her application to earn her P. Eng. license is currently being processed. Today, Reem is working at an engineering firm as an electrical designer in transportation, and is eager to take on more responsibility once she has her official license in hand. However, her commitment to lifelong learning has only just begun. “I was working while taking the certificate, and could apply what I was learning in class the next day at work. I was able to bring fresh ideas to the table. My next goal is to study project management at SCS, because most of my work is really project-based and I want to learn more about how to handle complicated projects from A-Z,” asserts Reem. “SCS helped me get back into the career I love. I feel more confident, more settled. Soon I will be a fully licensed engineer in Canada; my future feels bright.”

Early in the pandemic, I was asked to re-write several email campaigns for a client. Why? The current version, which had been just fine, was suddenly out-of-step with all that was going on. Had my client ran with that copy, he would have received more complaints than sales.

That is the continuing challenge for copywriters during this pandemic. Even with vaccines getting into arms and hope (at last) in sight, the rules have been altered. 

Perhaps permanently. 

That's not necessarily a bad thing. I think copywriting has become more relevant, authentic— even caring. Sure, marketing copy still needs to be persuasive and sell, but the approach that works best these days is to have a genuine conversation with your audience rather than merely pitching them.

So, if we were to break these changes down into practical writing tips, what would they be? Here's my take...

1. Update your buyer personas

Your target buyer has changed; dust off those buyer personas and update them. If they were created before March 2020, they're way out of date.

What are your customers thinking about right now? What's concerning them? What are their hopes and desires? No doubt, the answers are very different than from a year ago. Even the way your customers buy may be different. These days, distribution managers are buying forklift trucks online. Business owners are retaining marketing firms via a Zoom call. Hardly anyone buys the same way anymore. Does your marketing copy reflect that? 

2. Write even more conversationally

In my copywriting workshops, I often show a picture of two people—a business owner and a prospective customer—chatting casually about a new product. I say, "Imagine how these two are talking? That's the conversational style and tone you want in your copy."

That's even more true now.

If stiff and formal marketing copy still had some life in it a year ago, it's dead today. You can no longer be aloof in your messages or hide behind "brand-speak" or, worse, "corporate-speak." People are demanding a more authentic connection from the companies they choose to buy from. Make sure your copywriting does that.

3. Focus more on facts and details

People are hungry for certainty. They're craving facts, details, and good information. So, as much as possible, fill your marketing copy with those ingredients. Use plenty of testimonials. Reference highly-credible sources. Quote the latest statistics.

Take as much of the uncertainty as possible from your campaigns and other marketing communications. And while we're on this topic, have you been using a "fact" in your marketing writing that's getting old? For example, "47% of home buyers say they hate virtual home tours," says a study from... ah... 2016. A lot can change in four years! Get the most recent information.

4. Be ultra-realistic about benefits and outcomes

As every good copywriter knows, you must paint an enthusiastic yet realistic picture of benefits and expected outcomes. Otherwise, you won't be credible. That hasn't changed. What has changed is that buyers are being extra cautious and scrutinizing the claims made in marketing copy much more closely. 

That doesn't mean you can't come on strong and persuasive. You definitely can and should. Just double-check that the benefits and promises you're presenting are realistic. And back everything up with facts and details (see point #3).

5. Make your marketing copy rewarding

Sometimes, your marketing copy is making a straight-on pitch. For example, when you write an email to announce a big discount. However, if you just pitch, pitch, pitch with every marketing piece you create, you're going to give your buyers "pitch fatigue" (and they already have Zoom fatigue)!

An alternative approach is to make your marketing copy rewarding in and of itself. For example, you can write an email promoting a big discount—but also include a few tips on how to get more from the product. That makes the email exciting and helpful to the buyer, whether they buy or not. Salespeople do this all the time. They call it "adding value with every contact." It's an approach to copywriting I've seen working well over the past year.

COVID has changed the way we write copy. Keep these tips in mind the next time you're crafting a promotional email, ad, or web page.

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Steve Slaunwhite is a copywriting expert and author of The Everything Guide to Writing Copy (Simon & Schuster.) He teaches courses in the Strategic Copywriting Certificate at SCS. Learn more about Steve’s work at www.SteveSlaunwhite.com.