PPB January 2019

Five components to producing a successful podcast. by Steve Johann A Primer On Podcasting Second In A Two-Part Series T he first thing to understand when planning to create a podcast is that success is measured by results, not by the size of your audience. Most niche-oriented podcasts will never garner a listening audience equal to the mass appeal of a celebrity-hosted podcast. That said, you can certainly gain the attention of your intended audience and that is what matters most. Attracting and keeping the attention of your audience is dependent on five key components. This article looks at how to maximize each one. 1 Great Content A good show begins with great content. I define content as subject matter and format. Subject matter is what your show will be about. For example, will it share dos and don’ts for a branding campaign, or product ideas for a specific market? Is the format going to be a 10-minute teaching show or a 30-minute entertainment-style show with a guest? How often will you offer the podcast? Weekly, biweekly or some other frequency? You must have a very good idea of what you wish to accomplish with your show in order to develop the subject matter and format. Three format examples for podcasts are the Q&A interview (involving the host and a subject matter expert), teaching (step-by-step, how-to guides) and commentary (sharing opinion). Your show’s subject matter will need to fit into a specific category to follow how podcast hosting and networks list podcasts. To determine how to categorize a show, check out the podcasts on sites such as iTunes, Stitcher and Podomatic and scroll down the category list. While on those sites, listen to various shows for ideas on suitable formats that best communicate your topic to your select audience. Choosing a suitable format will be your first step to building a brand around your show and promoting it. 2 Interesting Host Are you going to host this show on your own or will it be a team effort? Single-hosted shows are quite popular within radio, TV, YouTube and podcasting. 62 | JANUARY 2019 | GROW