The share of time Americans aged 13 and up spent listening to podcasts increased three-fold – from 2% to 6% – between 2014 and 2020 according to Edison Research. According to Tom Webster, Senior Vice President at Edison, “Podcasting has become the greatest companion medium. Not only can you take it with you while you do other things, but we also see people turning to podcasts for a sense of community and connection.” And with more than 2 million podcasts on offer, listeners are spoilt for choice. That’s why you need to make your show stand out if you want to be the best business podcast.
In this article, we take a look at why podcasting is such a popular format. As well as the four things that you can do to ensure you make the best business podcast possible.
Why are podcasts so popular?
While most internet users will watch a marketing video for six seconds or less before hitting ‘skip’, statistics show that podcasts (which are, on average, 41 minutes long) keep listeners engaged for 90% of their duration. That begs the question: what is making listeners stick around for so long?
- Listeners and do two – or more – things at once
Edison’s research found that most listeners press play when they’re at home, in the car, working out or walking around. That likely means that podcast listeners are choosing the format. Mainly, it allows them to learn something new on the go.
- Podcasts are insightful
As listeners are looking to learn something new or keep up to date with the latest news and events. Furthermore, podcasts are a great way to do so.
- People want to be entertained
Due to the fact that many people sit down to watch a TV series or a movie. So too do people lug their earphones in to be entertained. Either by the interviews, conversations, storytelling and knowledge-sharing efforts made by podcast hosts.
4 things that make the best business podcast
If you’re looking to create a business podcast that attracts a loyal following, you’ll need it to stand out from the crowd. You need to ensure that your show grabs listeners attention and keeps them engaged. Fortunately, we have a few tips and tricks to ensure your podcast is able to do just that.
1. A unique format
Most podcasts tend to lead with intro music, followed by the presenter introducing and explaining the show. Then there may be an interview or a deep dive into the topic. The show is exploring during that episode, followed by a summary of what’s been said and some outro music.
There may be nothing wrong with this format. However, you’ll need to change it up a bit if you want to stand out from the crowd. If you’re hosting an interview show, think about how you can approach your conversations differently. Rather than centering your episodes around guests, focus on topics. This will give your listeners a fresh look at topics that have likely been revisited thousands of times on different broadcasts.
For solo podcasters, planning, purpose and structure are crucial. It’s a great idea to have ongoing segments. As it gives a sense of rhythm to your show – think tips or lessons for the week, or industry news. It’s also a great idea to invite guests and contributors on board if you’re a solocaster. You might include vox-pops that you’ve collected from attendees at a recent industry event.
Regardless of which format you choose, the most important factors is to decide who is going to bring the authority to your show. In an interview format, it’s easier to lean on experts in your field of interest for this authority. Although they can be difficult to book in the early days. You can also position yourself as an authority on a couple of subjects. Discussing your experience in a particular field and providing insight for your audience. After all, if you’re going to set up the best business podcast. Therefore, you should eventually end up being one of these authority figures.
Finally, adding a ‘bed’ or music underneath your vocal audio is a great way to create ambience. That being said, it’s important to pick a track that doesn’t distract from your voice or it could be more annoying than enhancing.
2. Produce a high-quality show
The content of your show is of primary importance. Without it, you won’t attract an audience. However, the quality of the audio is also critical. You might provide listeners with excellent insights and advice, but if your show sounds like it’s been recorded in a basement onto a ’90s cassette, it’s likely that your listeners won’t stay tuned for long.
Fortunately, it isn’t too difficult to set up a professional-sounding show. There are a few key pieces of podcasting equipment that you’ll need to get going[NF1] , but once you’ve got essentials you’ll be on the way to producing a high-quality cast.
If you’re planning on interviewing guests remotely, you’ll want to do a test run before recording. This will ensure that you’re able to check the audio quality of their calls and give them advice on how to alter their setup for the best output.
3. Take a seasoned approach
Rather than trying to tackle every topic in business at once, releasing an episode a week until the end of time, consider creating various seasons for your podcasts. This will ensure that you can explore one broad subject over the course of a few episodes, giving your listeners deep and valuable insights into the matter. Besides making your cast feel more purposeful, creating seasons will also make your content easier to navigate.
4. Invest in your show
Creating a podcast that stands out from the crowd is going to require an investment – either of time or money. There is a lot that goes into creating a business podcas t[NF2] and you will have to choose what to focus on. If you’ve got a load of time to dedicate to your craft, then you’ll likely be able to get going for relatively little cost. However, if you don’t have hours to spend mixing, editing and layering everything together in addition to doing the planning and recording, you’ll likely want to look at getting a producer to help you put everything together and keep it sounding professional.
If you’re looking to tap into the world of podcasting and create one of the best business podcasts out there, you’ll need to pick a unique format, produce a high-quality show and take the time to really make it great.
[NF1]Opportunity to link to 6 essential pieces of podcast equipment blog
[NF2]Link to: How to start a business podcast