Podcast Tips From Local Pros
These days, it seems everyone in radio is talking about podcasting. Radio programmers are encouraging their staffers to pitch ideas. More hosts are doing double duty as DJs and podcasters. Clients are interested -- and maybe even create a show of their own. As the industry tries to keep pace with this fast-growing medium, experienced podcasters can offer some advice: Can you offer something different from the 750,000 other podcasts in the Apple Podcast app?
To answer that question, podcast vets can offer a few suggestions to vet ideas and get going:
If you build it, will they come?
“You need to think if it is something you need to do and if you have a topic that will resonate with listeners,” said Amelia Robinson, a podcaster and reporter for Cox Media Group in Dayton, Ohio. She was speaking at the 2019 Radio Show in Dallas as part of a discussion for how to grow local podcast audience and revenue. Basically, just because you want to start a podcast doesn’t mean that you should. Robinson said podcasters need to identify a genre that interests both the host and a potential audience. Otherwise, your show could struggle to attract a following.
Do you have the time and manpower?
While a typical radio host might be on the air for three or four hours and broadcast continually, a podcast can take that long to produce but run a fraction of the length. It takes time to record and edit a podcast, as well as record any host-read ads.
Is your audience local or national?
Many local hosts start with an idea that is inspired by their community. After all, radio stations are local experts. However, if you have a great podcast idea or topic, you could attract a following outside of your market or region. That’s especially true if you have a sister stations in other markets who pick up on your podcast and promote it. If you want to appeal to listeners beyond your area, make sure you explain locations, people and local terms, otherwise you may confuse people who aren’t familiar with your turf. You don’t want to alienate or confuse the audience, advised Bonneville’s KSL Sheryl Worsley, director of audience development.
Use all your assets for promotion
When you launch a podcast and as you create new episodes, tell your audience about anywhere and everywhere you can. Be sure to mention the podcast on sister media properties, including other radio stations, TV stations, websites and newspapers. Include links to the podcast in any related blogs or stories. Also, post about the podcast across social media, including Facebook, Twitter and Instagram, but also YouTube, Snapchat and Reddit. Grab text quotes from the podcast and publish them across social media accounts.
By following some of these pro tips, you may have more success breaking through in the red-hot podcast space, attracting audiences and the advertisers you need to monetize your efforts.