The Surprising Case for Ministry Podcasting: A Practical Guide for Church Leaders

Episode Overview:

In this episode, Brandon and Renee chat with Todd Hixenbaugh, a ministry leader and podcaster, about the relevance, strategy, and practicalities of using podcasts as a tool for church ministry and communication. They explore current trends, audience engagement, content repurposing, and how to view podcasting as an integral part of ministry efforts.

Key Insights & Takeaways:

Podcasting’s Enduring Power & Accessibility:

Podcasting isn’t just entertainment or education; it’s a highly accessible medium. Todd notes, “All that you have to have is a smartphone or a computer and you have access to it completely for free.” (09:08)
It offers direct access without the barriers sometimes found on platforms like YouTube (e.g., forced ads, paywalls for downloads).
Think of it like “on-demand radio shows.” (09:41)

The Shifting Landscape of Podcast Length:

Current Trends: The sweet spots are either 15 minutes or less OR 3+ hours. (13:31)
- Less than 15 Mins: Caters to short commutes, delivering one key idea with a clear call to action. “One idea that you can give me in 15 minutes.” (14:01)
- 3+ Hours: Functions like background “binge-watching,” playing while listeners work or multitask.
The 30-45 Minute “Black Hole”: This previously popular length now struggles to hold attention spans. It’s often too long for a single big idea and too short for background listening. (15:44)

Repurposing Content is Key (Especially Sermons):

Churches are massive content creators, often spending 15-25 hours on a sermon delivered once. Podcasting helps multiply the impact.
Action Tip: Continue posting full sermons, but also create shorter clips focusing on key points or “best moments.” (18:11)
Todd suggests thinking about preaching/teaching in “chunks” or “bullet points” to make clipping easier. (19:14)
“For every 30 to 40 minute piece of content, you can actually make around 25 to 30 pieces of content from that one piece.” (37:58)
Action Tip: Use tools (or services like Ministry Architects) to help break down longer audio/video into shareable clips. (38:53)

Know Your Audience: The Power of the Avatar:

Define exactly who you are trying to reach. Create a detailed “avatar” or “persona.” Todd shares his example, “Veronica,” a kids’ ministry leader in her first five years. (22:33)
“I am not looking for 500,000 people to listen to my podcast. I want 500 people that will buy anything that I sell them.” (17:00) – Focus on deep engagement with a core audience.
Creating for a specific persona ensures content is relevant and resonant. “If I’m making a piece of content and it doesn’t relate at all to the lady I call Veronica, right? Then I’ve missed my mark.” (41:10)
Ministry Connection: Churches already segment audiences (nursery, youth group, etc.). Apply the same thinking to digital content. (48:00)

Packaging vs. Message: “Date the Model, Marry the Mission”

The core message (the Gospel, the teaching) doesn’t change, but how it’s packaged must adapt to the audience and medium. (22:19)
“It’s the packaging that changes. It’s never the message.” (23:55)
Andy Stanley quote cited: “I always want to date the model, but marry the mission.” (24:08) – Be willing to update methods while staying true to the core purpose.

Podcasting as Ministry, Not Just Marketing:

View podcasting as part of your calling to shepherd and communicate truth effectively.
It’s about leveraging tools to help people connect with the message and ultimately with Jesus. (39:05)

Structuring Content for Engagement:

Use “blocking”: Vary the content rhythm. Don’t stay on one point too long. Mix teaching points with stories, questions, etc. (20:46)
Aim to shift or move things along every 2-5 minutes. (21:44)

Making the Case & Getting Started:

Time: Integrate podcasting into existing workflows (e.g., record extra thoughts after sermon prep). Don’t see it as purely additional work. (35:36)
Pitching to Leadership: Frame podcasting as an investment and a tool (like a laminating machine!) that makes ministry more efficient, cost-effective, and impactful. (49:15)
Research: Survey your congregation to gauge interest and preferred formats. (50:02)
Tools: Getting started can be simple. Mentioned implicitly: Anchor.fm (now Spotify for Podcasters). Basic needs: a decent microphone, quiet space, hosting platform. (33:02)
Todd’s Podcast Launch Guide.

Actionable Tips for Your Church:

Audit Your Current Content: Are you posting full sermons online? How is engagement? (Check analytics around the 10-15 minute mark).
Experiment with Clips: Take your next sermon and create 3-5 short (2-5 minute) audio/video clips highlighting key points. Share these on social media and track engagement.
Define Your Avatar: Who specifically are you trying to reach with a potential podcast? (e.g., Parents of teens? New members? Small group leaders?)
Survey Your People: Ask your congregation if they listen to podcasts and what kind of church-related content they might find helpful (e.g., sermon follow-ups, parenting tips, daily devotionals).
Start Simple: Don’t aim for perfection. Use a simple setup (smartphone mic in a quiet room, free hosting like Spotify for Podcasters) to test the waters with a short-format show (e.g., 5-10 minutes).
Repurpose “Ruthlessly”: Look at your sermon/teaching prep. What didn’t make the cut? Could that be a short podcast episode?
Focus on a Clear Call to Action: What do you want listeners to do after hearing an episode? (e.g., Discuss with family, visit a webpage, sign up for an event).

Memorable Quotes:

“Podcasting is… one of the most accessible ways and futuristic ways of being able to help educate your base…” (08:18)
“A podcast is anything that the person who you’re wanting to listen calls it a podcast.” (11:35)
On ideal podcast length: “Either 15 minutes or less, or three hours.” (13:31)
On the 30-45 min length: “That’s actually looked at as the black hole.” (15:44)
“I am not looking for 500,000 people… I want 500 people that will buy anything that I sell them.” (17:00)
“It’s the packaging that changes. It’s never the message.” (23:55)
“I always want to date the model, but marry the mission.” (Andy Stanley, cited 24:08)
“Don’t see podcasting as this additional thing, it’s more like multiplying the impact of the work that you’re already doing…” (36:17)
“For every 30 to 40 minute piece of content, you can actually make around 25 to 30 pieces of content from that one piece.” (37:58)
“I don’t ever want people to walk away from a podcast episode or my brand asking the question, ‘So now what?'” (45:50)

Connect with Todd: todd@kidminleader.com