Making Effective Podcasts

By Sunil Kumar

iTunes, one of Apple’s flagship media players is now ubiquitous. It connects to the store, so that customers can purchase and download music, television shows, audiobooks, movies and rentals, as well as ringtones. One of the forgotten features of iTunes is the large number of podcasts.

While blogs and YouTube videos are used across the board, podcasting has yet to gain ground. Podcast listeners are an eclectic mix; male and female, and they usually tend to be more tech-savvy. It also gives marketers the opportunity to get to hard-to-reach niche audiences moving away from traditional media.

We Need Education

Creating an audio ad is simple. Generate a compelling script to leverage the power of the medium. Choices are relative, and most of us are generally inclined to tune in to our own interests. Mainstream companies such as Volvo, Lexus, IBM, Dell, T-Mobile etc. have invested in podcast advertising. Research reports often describe these ads as more effective than other thing online. Accepting any medium as the best place to position marketing messages is fraught with danger.

Deciphering the environment is critical. For any company, knowing how their media works on software such as iTunes, Zune software, ZenCast Organizer, Nimiq, Doppler et al can help generate effective messages. Also, seek out and implement standards. Ideas can be replicated easily. Also, there is no substitute for holistic testing.

There are multiple podcasts available in numerous languages, and for multiple uses. For the entrepreneur podcasts are primarily used for making a business case. As usual, there are some short mantras for appealing to clients.

Keep to the topic. Focus on a single idea and don’t ramble. Despite these injunctions, life is relative. Another handy pointer: effective podcasts are short and to the point. Interesting broadcasts are difficult as well as easy to create; as in an eccentric information-driven world, there is no hard and fast rule on choices.

Dramatis Personae

Create a podcast only if you have something to say. There are millions of marketers who are making billions of sales pitches daily. Inject some drama into the podcast to keep the audience engaged. Socialbuzz always creates an effective vibe.

Be prepared with a ready script before making a podcast. By starting off with an interesting series of messages, you can keep the audience anticipating more. A hit television series always keeps the viewer intrigued. Use good-quality podcasting equipment so that listeners can understand the message. Recording, editing, and making a podcast is easy with better sound equipment.

Globally, a tech-savvy demographic: between 15 and 30 easily laps up anything appealing. Keep the length of the podcast manageable. Complex subjects sometimes require more time. Podcasts or marketing messages are meant to capture niche markets effectively.