content marketing

Some called it “The little box that changed everything.”

That tiny box made its debut just a few weeks after 9/11.

In September 2014, just before its 13th birthday, the iPod Classic was no more.

I’m not sure how long other digital music players will last, but I do know one thing.

Podcasts are here to stay, and one of the reasons may surprise you:

Cars.

This year, about half of all the cars will be digitally connected. By 2025 that’s going to be one hundred percent. (source)

Connected cars are music to the ears of the audio streaming industry. Over forty percent of all radio listening takes place in cars. (source)

Car-based listeners love to listen for long stretches of time, if only to survive their daily commute. They are the ideal captive audience for podcasters. Especially because we’re living in the age of on-demand everything. Just as millions and millions are using Netflix and Amazon Instant Video, people want to stream their audio as well.

NOT FOR ME

I’ll be honest with you. With a home studio, I have the best commute in the world, and I spend very little time listening to podcasts. I’d rather read an article, than listen to forty minutes of blah-blah-blah. An article or blog post I can scan in a short amount of time. I search for keywords, and skip the fluff.

Done. On to the next one.

Am I going to listen to a forty-minute podcast to possibly pick up a few useful ideas?

No thank you.

But there’s another reason why most podcasts are not my cup of tea.

I have no patience for mediocrity, half-ass efforts, or for untalented amateurs playing radio.

On occasion I will listen to shows like This American Life, Fresh Air, or RadioLab. All these programs are professionally produced, and they make doing the dishes or yard work much more pleasant. But I really can’t stand podcasts that take way too long to get to the point.

MARKETING CONTENT

Podcasts are often mentioned as glorious examples of content marketing. That’s a strategy to attract and engage an audience by means of storytelling. The ultimate goal is to influence behavior.

But what if there’s no content worth marketing? Then podcasters are just filling dead air. For what purpose? And why do I find so many shows so utterly annoying?

I usually blame it on the self-absorbed host who often doubles as the producer and sound engineer. A deadly combination. The typical podcast jock loves to hear him- or herself talk.

After a ten to fifteen minute introduction where the presenter shares the most boring details about his private life, we might get an idea of what the show is all about.

Or not.

By that time they’ve completely lost me.

Some shows bring in guests, for one purpose only: to give the host something to play off of. Or – even worse – to confirm the presenter’s bias. How can you tell?

For one, the host doesn’t listen. Why should he? It’s his show, so he does most of the talking. And when he doesn’t, he feels the need to constantly interrupt. His questions are closed, and without a critical producer, they lack originality and depth.

What makes it even more painful to listen to, is the fact that many amateur podcasters think they’re funny. They’re so funny that they laugh at their own jokes.

Because no one else does.

Podcasters will often present their opinions as facts. Facts that no one is ever going to check or challenge. There is no editor-in-chief to make sure that the stories told stand up to scrutiny.

Why not? Because no one cares.

In one ear. Out the other.

At least the printed word has some appearance of authority. It’s in black and white, and it has staying power. People can come back to it. Check the facts. Look at the sources, and leave comments. That’s why I prefer blogging.

ARE YOU A PODCASTER?

If you’re thinking of hosting a podcast and you want me to listen to you, you have to do me a few favors, okay?

Don’t make the show about you. If you want to please yourself, try masturbation. I’ve heard some good things about it.

If you want people to tune in, make it about your listeners. Find out what’s relevant to them. What are they talking about? What problems do they have? Give them a reason to spend twenty to thirty minutes in your company. And unless you’re really, really good, don’t make it any longer.

I have a life.

And don’t do it just for my sake. Do it to appeal to a new audience.

A recent article in Mind/Shift talked about the increasing popularity of podcasts in high school. Teachers are using shows such as Serial and This American Life to teach learning through listening, and kids love it! Asked about Serial, One of the teachers is quoted as saying:

“Narrator Sarah Koenig’s quick shifts in tone and perspectives — we spend three minutes with a lawyer, say, then with a former classmate and then a detective — is especially appealing to teenagers who bore easily.”

But there’s more you can do to make your podcast more appealing.

I don’t need to know that the dog ate your breakfast, or that your daughter dyed her hair purple. Get to the point quickly. No endless sign-on music. No bombastic introductions.

Be real. Be authentic. Be you.

Secondly, if you feel the need to give me advice, at least make it entertaining. Don’t preach. If I want a sermon, I’ll go to church. If I need a lecture, I’ll subscribe to iTunes U.

WHAT TURNS ME ON

Do you know what I find very entertaining, and even slightly sexy?

Intelligence!

A unique point of view.

These things are hard to find in the mainstream media. Everything is dumbed down to appeal to the lowest common denominator. That’s the target group the advertisers are aiming for.

With podcasts you don’t have to lower yourself to that level because you don’t do this for the money. You have no shareholders to please. Instead, you have the freedom to produce content that matters.

I’d love to hear guests on your show, as long as you realize that they know way more about a subject than you do. So, give them space to talk. Listen carefully. Use their answers as the basis for your next questions. Don’t just go down your list. You might miss the most interesting aspects of their story.

If you only ask questions about what you think you know, you might as well interview yourself. Make it about your guests. And get this:

An interview is not a discussion between equals. It is not a debate. You are simply a facilitator. Create some intimacy, instead of confrontation. Help people open up.

When you truly connect with your guests, you will connect with your audience.

HIGH STANDARDS

My rant is almost over, but not quite.

Please use quality equipment. We live in the digital age, and we can hear the difference between a crappy microphone and a good one. And be sure to edit your show. Better still, let someone else edit it. No one likes to cut into his own flesh.

Give us the best you have to offer. That alone will make you stand out from the competition.

And finally, listen to your listeners, especially when they tell you things you don’t like to hear. If you don’t listen to them, why should they listen to you?

In a way, listeners are like your clients. They expect value, and they want to be heard.

Now for some good news, and a bit of bad news.

The iPod may eventually go away, but podcasts are here to stay. If anything, they’re getting more popular.

It’s never been easier to produce a podcast, but because so many people are doing it, it’s never been harder to create content people like to listen to. More and more podcasts are professionally produced by an entire team. It’s like a radio show, but cheaper.

So, if you’re a podcaster, I have one final word of advice:

Up your game!

Make me want to listen to you.

And one day, I just might.

PS As you can see from the number of comments, this story caused quite a stir. Click here to read my reaction.

photo credit: Kafelog Vs. Nua via photopin (license)