There are many different ways to present work when completing an assignment. These can range from reports, recommendations, analysis, graphs, charts, and tables. The last does not feature in the list of options, but one of the more creative ways of presenting an answer is in the form of an audio podcast — a relatively new platform in the long history of marketing communications. This blog explores what makes a good Audio Podcast.
What Is a Podcast
To answer this, it helps to know what is meant by the term podcast. Podcasts were given their name by Apple, combining the two words iPod and Broadcast — streamed episodic audio shows that can be subscribed to, recorded on software such as Audacity or iRealPro, and shared by a third party such as Apple Podcasts.
Although originally copyrighted by Apple, the word podcast was so widely used that in 2006 Apple took the decision not to object to others using it. Every day is a school day.
Now stop chewing — sit up straight and listen up.
Is Podcasting the Right Choice
It may seem like a great idea at the time, but if there are not enough topics to talk about to last a lifetime, then hitting the record button and talking for five minutes until the conversation has gone and there is nothing else engaging to talk about will not be doing any favours for listeners or for the brand. If podcasting is not the right fit, it may do more damage than good.
If podcasting is something that will add value to a brand and for the stakeholders it serves, then trying it out first is the right move. It is thought that recording around 10 to 15 podcasts initially is the mark to aim for — if the conversation is still flowing after that point, podcasting is likely to be a worthwhile investment.
Consistency Is Key
As with all media, successful content planning is key and podcasting is no different. The release schedule of a podcast must be consistent. Sporadic releases will do nothing to increase subscribers — in fact listeners may simply switch off. Once a week, fortnightly, once a month — like all good content, keeping things regular will be to the benefit of everyone involved.
Structure Every Time
Starting a book from the middle or reading chapters in a different order can make some sense, but some parts would not make sense and it would take longer to get to grips with what is going on. A podcast should be structured in a way that is easy to follow. Regular segments, intros, outros, and methodical content — these are all things that will help create a podcast that is easy for listeners to understand and relate to.
The Balance Between Content and Production
The split between content and production quality matters in podcasting. Content is still the most important element — no one is downloading a podcast for the sound — but if recordings are ineligible they can be damaging. SoundEffects and background music can add to the production value of a podcast, but the temptation to overdo it should be resisted as this will simply become a distraction. The focus should always be on quality content first.
The Ideal Podcast Length
The ideal length of a podcast is not an exact science and will depend on what needs to be said and how long it genuinely takes to say it. Consistency of length is important — trying to keep each episode to a consistent and roughly similar length is good practice. The key question to bear in mind is how long listeners will be tuned in and how much free time they have to listen. The average length of a podcast is approximately 30 minutes, so focusing on quality rather than quantity is the right approach.
Use a Variety of Voices
Variation will keep things fresh, interesting and will also help to expose content to different audiences. Contributing well-respected, knowledgeable guests who can add credibility to output will also attract new listeners — and the host of the podcast benefits too.
The Legal and Intellectual Property Considerations
The legalities around podcasting are the same as with other communication media. Making sure the podcast is owned in name, domain, hosting correctly, and intellectual rights, but also making sure everything stays within the legal boundaries of copyrights and the permission to use the work of others is essential. Audio does not mean the rules do not apply — keeping things fair and square is always the right approach.
Promoting the Podcast
Creating content that reaches the right people is key. Using other media to shout about a new podcast makes sense — touch points, links, opportunities to download or listen will leave a demonstrable effect on subscriber numbers. Getting podcasting right and promoting it well will help build an audience that keeps coming back.
How Professional Academy Supports Your Journey
Podcasting is just one of many creative content formats covered within Professional Academy's CIM marketing qualifications, which include modules on digital strategy, content marketing and communications. With over 27 years of experience in professional development, Professional Academy supports marketers at every level in building the skills needed to succeed.
To find out which qualification is the right fit, use the Qualifications Navigator or book a call with an advisor today.
