In the last year or so, companies striving to be “cool” and jump on the social media bandwagon have started posting podcasts.  For the most part, these efforts are what I call BBB — boring beyond belief.  The authors are all over the “instruct” method of talking to an audience.  But they’ve completely missed the “entertain” part.

Like any new medium, podcasting is still finding its way.  Eighty or so years ago, another nascent media — radio — was in the same fix.  Radio started out as a local phenom limited to grain reports & weather, but when owners figured out broadcast and syndication, it got entertaining in a hurry.  Soon music, celebs, and regular programming that told a story — all presented with impeccable production quality — dominated the airwaves, and radio took off.

I’m not saying podcasts should be slick — just slicker.  Podcasters, who pride themselves for replacing traditional broadcast, would benefit — dare I say it? — by borrowing a few ideas from their predecessors:

1. Think of Your Podcast as a Show.  To win followers and keep them coming back, start by considering the “entertainment value” of the podcast.  Pick a theme and stick with it, so listeners know they can count on consistency.  Draw up a schedule of programming content that directly targets the interests and likes of potential listeners.
2. Use Your “Talent.”  Somewhere lurking on Mahogany Row is a great audio personality.  Every company has one.  Tape ‘em and test ‘em.  You want the one with the dynamic, memorable or even idiosyncratic voice — the one that gets people’s attention.
3. Have Fun — Mix It Up.  One time, focus on a problem and tell how a customer dealt with it.  Sprinkle in customer sound bytes.  Next time, invite a prominent industry guru for an interview; put ‘em on the spot with real questions, not softballs. Make ‘em squirm, make ‘em laugh — be real.
4. “In medias res.”   Be dramatic — start in the middle of a story to pique interest.
5. Be Spontaneous.  Never ever sound like you’re reading from a script.  Zzzzz.
6. Keep it Short.  A couple of minutes – max.  Listeners can take a 2-minute break from work to “tune in” to your podcast.  Any longer than that — forget about it.
7. Close with a Signature.  “This is Paul Harvey — goodDAY.”  “And that’s the way it is, this is Walter Cronkite.”  Sounds corny, but such signature lines leave a personal imprint that stays with the listener.

This is Jim Crawford — for Smart PR.

Related posts:

1. Yes, Even YOUR Dull CEO Can Light up a Crowd
2. Social Media and Marketing: Finite Versus Mass

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