Podcasting is huge. And it doesn’t look like it’s slowing down anytime soon. Simply put, if you run a business and you are not podcasting — you are missing out on an incredibly effective way to reach and engage the audience and consumers you are looking for. However, just like anything else, there is a right way and a wrong way to go about podcasting. In my opinion, here are the top 5 elements needed to see positive results from having a podcast:
5 – Only Discuss What You Are Passionate About
As more channels emerge daily that vie for attention, audiences are becoming even more fractionalized. Understand that by trying to create content for everyone, you will end up having no one pay attention to you. The more you focus on your passion, the more you will appeal to a specific group.
4 – Make Your Point QuicklyTo see results in podcasting you need to either inspire, inform, entertain, or educate listeners. Make that happen as soon as possible. Dispense the unnecessary banter and superfluous chitchat. Respect your listener’s time and provide what they came for. Deliver what you promised as soon, and as succinct, as possible. By establishing a reputation for concise and valuable content, you’re increasing the chances your show will succeed.
3 – Define What A Successful Podcast Looks Like to You
Do you want to grow an existing audience? Do you hope to grow an audience from scratch? Do you have intentions on making money directly from your podcast? Do you want to elevate your credibility and become an expert in your industry? Will your podcast audience be local, national, or international? Will success be having 100 loyal listeners? What about 100,000 casual fans? You must clearly define your goal(s) before you begin. By not defining goals, you won’t achieve anything, let alone everything. Podcasting is powerful, but it’s not a magic bullet. You must clearly prioritize and reverse engineer accordingly.
2 – Create Content Consistently
You must understand it takes time to build a connection with people. Maintain consistent messaging through branded content techniques. You also need to maintain consistency with your frequency. Your listeners are more likely to follow you if they can anticipate your next episode being released. You might start off strong and consistent, but can you sustain it? While podcasting can be incredibly fun, those that see results are in it for a long time, not just a good time. They’re able to do this by having a system in place for content creation, scheduling, recording, production, publishing, promotion, etc. If you don’t implement a system, you will almost certainly fail.
1 – You MUST Be Authentic
The most important piece of advice I can give to anyone thinking about starting their own podcast is you must be authentic. I will repeat that because it is crucial if you want a successful podcast. You must be authentic. If you’re not genuine, you should not have a podcast; it will do you more harm than good. Brands are stories. It doesn’t matter if you’re a blue-chip company or a small mom and pop venture. If you are a brand, you are a story. Podcasts are one of the most (if not THE most) powerful ways to tell your story. But you MUST be authentic with storytelling. One of the biggest missing elements in marketing, branding, and public relations these days is trust. If someone doesn’t trust you, they will not purchase from you. If your story isn’t authentic, chances are it won’t be believable. If it’s not believable, there is no trust. However, here’s the good news: The more authentic you are, the more believable your story is. If people believe you, they’ll trust you. The one-two combo is when you add passion and authenticity together. Take those two traits and combine them with the other tips mentioned, and chances are good you will have a successful podcast.
