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What Makes A Good Business Podcast? by Rob Marchant
- 1. Rob Marchant presents…. Here is a title that is in a box Part of a presentation from: October 2008 At: The University of Liverpool What Makes a Good Business Podcast?
- 3. A good business podcast … • Is interesting, informative, & entertaining • Isn’t just a thinly disguised advert • Is honest, reliable and timely • Appears on a regular basis • Has personality • Showcases your expertise & enthusiasm
- 4. 1Know your audience, target market and strategy Podcasting best practice
- 5. 2Be organised in the messaging that’s being delivered Podcasting best practice
- 6. 3Work with notes, outlines & scripts to keep podcasts on message Podcasting best practice
- 7. 4Edit podcasts for content, quality and length Podcasting best practice
- 8. 5Deliver valuable, informative, engaging & entertaining content that can’t be got elsewhere Podcasting best practice
- 9. 6Ensure good quality audio – use proper microphones & software Podcasting best practice
- 10. 7Provide programme notes where appropriate Podcasting best practice
- 11. 8Use proper meta data so your podcast can easily be found Podcasting best practice
- 12. 9Ensure that the RSS feed works & use a good quality hoster Podcasting best practice
- 13. 10Submit your podcast to the popular directories Podcasting best practice
- 14. 11Use a quality hoster that makes life simple and can handle the bandwidth Podcasting best practice
- 15. 12Evaluate – Ask/measure audience opinion Podcasting best practice
- 16. 13Learn from your mistakes and make changes to strategy and content as needed Podcasting best practice
- 18. Here is a title that is in a box For more information …. visit my blog: www.robmarchant.typepad.com my website: www.cinnamontraining.com or email: rob@cinnamontraining.com
Editor's Notes
- Keep checking though the planning and production process that your podcast meets these criteria. If it doesn’t, go back and make changes until it does.
- Knowing your audience is vital. If possible get a focus group of typical listeners together and let them listen to some trial podcasts, then adjust strategy and content based on feedback.
- You really need to know what’s the message that you’re trying to get across – it could be something very explicit such as “our widgets are better than everyone else's” or it could be more subtle “ We’re a fun company to do business with and we’re experts in what we’re doing”
- Just sitting down unprepared at the microphone never works. You may be a great speaker and you may be able to entertain but you also need to have a crafted message to get across – preparation is key!
- Less is more…. Always start with more recorded material than you need and work on paring it down through the editing process so that only the best content gets through to listeners. If you’re not happy with the podcast then it’s unlikely your listeners will be either. If you have complex or ‘bulky’ info then this is better delivered in the programme notes.
- It’s no good just regurgitating stuff that listeners can get elsewhere – you need to give the audience a strong reason to subscribe to your podcast and to listen on a regular basis.
- Podcasts which sound homespun can be more authentic and resonate with a particular audience. Nonetheless you should always aim to use good quality audio kit – whatever you’re saying it’s no good if it can’t be heard.
- Programme notes can provide extra material which listeners can read at a later date. They can also be useful for supplying bulk/ supplementary info which you wouldn’t necessarily want to include in the main podcast.
- Tags ensure your podcast can be found by search engines – so always include these and give some thought to the key words/phrases that potential listeners may be searching for.
- A working RSS feed is vital – without it your listeners can’t subscribe to your podcasts. Likewise a host which suffers technical problems for long periods of time or which doesn’t offer a good RSS system is not good value for money.
- iTunes tops the list here so always ensure that your host will submit your podcast to this and other similar directories/podcatchers.
- You generally get what you pay for here. Get recommendations from other business podcasters and check that the package that you’re signing up for gives enough flexibility for future expansion.
- Always get feedback from colleagues, friends and family and, most importantly from customers and clients.
- Always act on feedback – you should be constantly striving to improve your podcast offering.