There’s a great article/interview in Radio INK about the podcast world, and how radio is taking notice. LOTS of notice. Why is this giant industry looking seriously at the wild west of talk?
Because podcasting has an audience, and it’s growing quickly.
Here’s the deal, though. Just like with content marketing, you have to have a story, and give your audience a reason to experience it other than your urge to advertise. You can’t shove people into your sales funnel; however, you can invite them in. A podcast is a great invitation, since the listener is already interested in what you offer. If the content delivers, then you’ll have the chance to sell your product/service.
Content is king/queen here. The Radio INK article interviews Dave Beasing, owner of Soundsthatbrand.com. It’s a very good read- enjoy it here: https://radioink.com/2018/07/31/he-just-wants-to-create-great-content/.
Here’s a super tip about creating your podcast from that article:
Dave Beasing: It’s simple really…
1. A Great Story — The story of a middle-aged Orange County woman who gradually, painfully realizes she’s the latest mark of a ruthless romantic grifter began as a fascinating LA Times newspaper story. Then it became one of the most successful podcasts, “Dirty John.” Soon, it’ll be a two-season (or more) series on Bravo TV. That’s why “True Crime” has become such a popular podcast category. Current events podcasts — about news, politics, sports — tell great stories about what’s happening now in the world around us. Interview podcasts help guests tell their stories. The branded podcast that I co-produced for Trader Joe’s tells the story behind that much-admired brand. Comedy podcasts tell funny stories. Some radio talent may think that simply leaving the microphones on longer — what program directors won’t allow them to do — can make a good podcast. Even improv actors begin a scene with a story to tell. Every great podcast starts with a great story, and there is no substitute.
I have two podcasts going right now- “Podenstein’s Lab,” and “Road Muscle Radio.” One appeals to my horror writing/publishing side, and the other appeals to my classic car side. I co-host and do the studio mixing on them because I love the subject matter. But I’m also creating relationships with our target audiences, and at least one of them, if not eventually both, will become radio shows along with podcasts.
But only if the content is compelling. Here’s to making that shine.