When businesses first begin considering starting a podcast they often get caught up in the minutia of the release frequency, the equipment, the host, and the intro music. All these things are important but they aren’t the big questions companies need to focus on first.
Here are 7 questions to answer that will make your podcast effective.
Do you know your audience?
If you have ever created an ideal client persona then you should know who your audience is. You should also know where they hang out and what type of content they consume. If they are likely to be a regular podcast listener then your podcast will be much more effective than if your ideal client is not consuming audio content.
There is always new research coming out about podcast demographics, here is a great resource to start with.
Does your audience value thought leadership?
If your industry looks to thought-leadership as part of their decision-making process for purchases, a podcast is an effective tool. Sharing your expertise and interviewing others that are seen as authorities in their field will position you as a thought leader.
How will you distribute your podcast?
Your audience is already getting their information from somewhere. Consider how you will integrate your content into the places they are already going. You need to be proactive in your distribution rather than hoping to be found.
How will you get your “share of the ear”?
While podcasts are a relatively small percentage of the overall content landscape there are still limitations to how many podcasts even the most voracious listener consumes. (Seven podcasts per week on average.) Creating something made for the masses will likely get lost in a sea of similarity. Focus on your corporate goals, values, voice, mission and strategies to pull out a main topic that you are passionate about and is specific enough not to get lost in the crowd.
Can you sustain production?
Creating a podcast is like any other marketing strategy, consistency is imperative. In fact, podcasting is a “long haul” strategy, it takes time to build a following and a connection with listeners. During that growth phase you must continue to stick to the content schedule you first committed to. Listeners have expectations, just like we expect to tune in to the Sunday football game or our favorite weeknight TV drama podcast listeners expect to hear the latest episode when they tune in.
Can your podcast hold the attention of your listener?
While podcasts generally have a better chance of holding a listener’s attention than other forms of content you still need to get to the point. Enterprise podcasts generally aren’t the go-to destination for banter or chit-chat, listeners are busy and with the average attention span getting shorter it makes sense to get to the point and stay on topic. The good news is once you have your listener’s attention they are likely to listen to your entire podcast and they are likely to respond positively to advertising.
Can you bring the right value?
Think of your podcast as another arrow in your marketing strategy quiver. Your business has a value proposition and you need to bring that to your podcast. Don't veer off course trying to be the next great podcast do what your business does best, in audio form.
Be consistent, bring value, and your podcast will grow into another effective marketing platform for your organization.