The digital marketing world is undergoing tumultuous changes and every marketer is seeking their way on trying new technologies. Within this scenario, the podcast shows the sign of resurgence. It has become a buzz word among the techie world, which the top social media marketing companies are employing to achieve success with their campaigns.
Are you thinking to create a podcast for your business, but don’t know where to start from and how to achieve success with it? Then, this article is just perfect for you.
What is Podcasting and why you need it?
Podcasting is a digital content medium, that’s usually in the form of audio or digital radio. Unlike any other social platform, it allows you to consistently deliver high-quality, relevant and targeted content to a massive audience. Moreover, you can personally connect with your audience on a one-on-one level.
But, to maximise its potential in your favour, you need to plan a strategy. It’s like a professional media outlet, which usually the professionals make, but if you are trying to make an amateur effort, then you’ll need to do it correctly.
Here are 4 steps you must follow to be on the right path to podcasting success:
1. Determine the Podcasting Frequency
As podcasts consist of an episodic series, so before anything else, it’s essential to decide on its frequency. Just like any other content medium – TV show, blog, etc. it’s equally important to create its schedule and stick to it. Nothing can be more frustrating for a podcast audience, then bearing an erratic podcasting schedule. So, stay consistent and inform your audience about the schedule, for their easiness. As a newbie, you can start as bi-weekly and as time progresses, you can try weekly to multiple times in a week. But, don’t forget your ultimate goal of keeping your audience engaged.
2. Make a Decision on Its Format
Deciding on whether you want to make an audio or video podcast is quite daunting, which most of you must have experienced. Simply speaking, the format doesn’t matter; it’s the quality that has all the value. So, do what you are good in and can perform in the best way. If you are not good on camera, don’t have a great place to shoot and your content is longer, then go for the audio podcast.
Even, if you are not good on a mic, then scrutinise the choice, depending upon the entertaining level your podcast will provide. Moreover, look out for what your competitors or similar niche people are doing and which format they are using. This information will surely help you in taking the right decision.
3. Decide on its Length
Determining the optimum length of the podcast is a tricky beast, which can only be done through trying and testing on what works and what doesn’t. The optimum length is 12-15 minutes if you are a sole host. Even if you are covering many interviews in one, then even try keeping it short and informative. And always stop before you feel that you have exhausted the topic. While in the case of co-host podcasts, 15 minutes still remain an optimum length to keep the audience interested.
Although, there are various popular podcasts as long as 45-60 minutes like Internet Marketing for Smart People by Copyblogger (Robert Bruce). Thus, what’s important here is the experience of the podcaster and the type of content. If you are really confident over the mic and have interesting content to keep audience engage, then you can work on a longer format. But, if you are a newbie, then do it cautiously. Moreover, if you have the power to make a crappy content interesting, then going longer will help you in providing more knowledge to your audiences. But, if it’s not the case, then keep it short to guide your audiences to it conclusion. Obviously, it’s not wrong to experiment here until you get it right.
4. Focus on Production Quality
This is one point that most of the podcasters don’t stress upon, whilst it’s valuable for its success. It can either build or break your audience. So, focus on how your podcast sounds, how its segments – sound and audio quality is. You can overcome it by using a good-quality microphone and an HD camcorder. If you look fussy or your audience can’t hear you properly, then your podcast will be of no value.
Hence, these are the 4 crucial steps you need to follow to achieve success with your podcast. Apart from these, keep these important points in mind too:
- Your intro should tell the audience what your podcast is all about within 30 seconds of listening. Moreover, try crafting a good elevator pitch that explains your podcasting in 1-2 sentences and add it to every episode.
- Try dividing your podcast into different segments to make it interesting just like a TV or radio show.
- Create an awesome podcast and you think that all is done. No, stop! It’s the post production that gives your podcast a professional feel. So, pay emphasis on it.
- Edit it and take the time to correct the sound levels. You can also use software for this.
After knowing all this, if you are thinking that why to spend so much time on improving a podcast when it can be uploaded directly. But, don’t forget, if you’ll not pay attention to its minor details, the same your audience will do. So, think over it again!
If you have managed to come too far in this article, then you must be thinking that too much work is involved in making a podcast. But, it’s going to be in your favor as now you know the crucial steps to its success and doesn’t have to simply make it for no value. Moreover, it may seem laborious to you than blogging or using other social platforms but think of your interests first. If you like doing it, give it a shot as you’ll not lose anything, will only gain results.
So, what’s your views regarding podcasting? Are the social media marketing companies’ over-promoting it or does it really offer so much value?