Alitu Podcasting

Colin Gray, is the founder of and Alitu is one of the only all-in-one podcast tools out there in the world. It's one of the only places you can go to get all of those tools - the recording, the editing and the hosting altogether. Alitu is an exciting digital business with staff in Inverness and further afield in the UK, US and Europe. Passionate about podcasting, they not only make their own podcasts, but have developed an all in one software package that provides everything you need to create your own podcasts from specialised podcasting audio tools, to editing and audio clean up and adding transcripts. As the largest market, many of their clients are in the US, but the demand s growing across Scotland and the UK.

Find out more about Alitu and their world of podcasts.

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Colin: Hey there. My name is Colin Gray, and I'm the founder of and

What do we Do?

The overall goal of our company is just to make it as easy as possible for anyone to start a podcast and use that podcast to grow an audience, to get their voice, their message out into the world, to make a change in the people they want to reach.

A lot of times, that's a business that wants to grow, to run audience, to get their brand out there in the world so they can have a bigger impact. Or maybe it's a personal brand, as in a consultant, a trainer, a teacher, a mentor, somebody who wants to showcase the kinds of knowledge they have or impact that they can have on a person. And other times it's even just a hobbyist who wants to talk about their subject with passion, whether that's anything from board games to cycling or anything in between.

We do that in a couple of ways. One is through content and teaching. We have a site over at which has 800 plus articles, written articles on how to run a successful podcast. Everything from launch stage right up to growth and monetization. We also run a podcast about how to run a podcast called Podcraft and we have a YouTube channel which has a couple of hundred videos on how to run a podcast too. Then, for anyone who wants more guidance, we have courses and mentoring that people can pay for as well. Beyond that free content.

And besides that, we offer a tool to help people actually do it. That's what Alitu is. Alitu is a podcast maker tool which offers call recording, solo recording. It does your audio cleanup for you, from noise reduction to leveling. It has an audio specific editor just for editing podcasts to let you remove your mistakes. And it has hosting in there as well, so you can host your podcast plus a few extra tools like transcripts and video creation as well.

Why is it Unique?

Alitu is one of the only all-in-one podcast tools out there in the world. It's one of the only places you can go to get all of those tools - the recording, the editing and the hosting altogether.

And it's made in a way that makes it really simple. We try and help people by automating as much as we can, like the audio cleanup, like adding music and transcripts and then making podcast specific tools for audio editing. Because one of the biggest problems in podcasting is that a lot of podcasters have always had to use audio engineering tools like Adobe Audition or Pro Tools or Audacity. Instead, we take a podcasting first approach and offer just what podcasters need, but give them as much creative control as we can.

Where do we Work?

Within that framework, we work with people all around the world. A lot of our customers are based in the US. Because that's the biggest podcasting market out there, but we have a big proportion in the UK as well, and a good proportion in Scotland. I'm based in Scotland. I've moved up to Inverness a couple of years ago and a lot of our team are based around the whole of the UK. We have a good team in Edinburgh. We have a few people around the rest of the UK and then a few of our staff are in Europe and in the US as well. But we have a fair few people coming up to visit Inverness to the office here to work here as well. And I hope to be able to work with more people around the local area up here as we grow the business.

What Shows do we Make?

We make a few podcasts ourselves, just in case you're interested in checking them out. One of our most popular is called Hostile Worlds, which is almost audio fiction, audio drama, in which we have soundscapes and acting and all sorts of stuff, but it teaches you about space at the same time. It's about adventuring around the solar system and learning more about the planets and all of the dangers that face you out in space.

We also have one called UK Business Startup, which is a full guide to starting up a business, all the things that are involved in that process. We have Podcraft, which is our podcast about starting a podcast. So if you're interested in starting a podcast, go and check out Podcraft. Or another great place to start is our big free guide, here: how to start a podcast.

How Did I Get into this Business?

I was also asked how I got into this. The short story is it was a long and meandering journey.

I started out in higher education. I was teaching lecturers how to teach better with technology. I became a lecturer at Edinburgh Napier University around technology enhanced learning. So I was teaching people how to use tech to teach more effectively. And one of the fancy new technologies at the time, back in 2007 2008, was podcasting. So I just started to look into it as a teaching tool and just fell in love with the medium.

At the time. I just loved the combination of in depth material, the personality, the intimacy that you get when you're just listening to somebody one to one, the transparency. When people are talking on a podcast for 20 or 30 minutes and teaching you all they know, there's just a real closeness that you get with that person that kind of develops a real kind of connection and trust and all that kind of stuff.

It's one of the things that is really powerful about podcasting if you're doing it as a business or a brand. The fact that as a brand, you can get across the people, the human, the person behind that brand, that company, and that's what really builds trust in that business, makes people much more willing to buy what you do.

So from there, I started writing more about podcasting. That's when I created the blog. The podcast host. And from there we ended up starting to earn an income from the content itself, then creating some services around editing podcasts, and eventually started to grow the software as well as a tool to help more and more people do it more easily. So it was an unlikely journey, perhaps, but it's been fun all along the way.


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