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Isn't a Podcast Just Like Radio?

A Reference For Marketers

Is television like the internet? There are probably some marketers out there who are trying to apply the principles of good TV advertising to the internet. Similar critical differences arise with applying ALL the rules of radio to podcasting. Here are some of what's dissimilar:

• Listeners opt–in or subscribe by topic not geography—and there's more to choose from than news, classic rock, 70's and country music.
• While radio is a mass audience (we used to say a shotgun approach), podcasts are micro–targeted (is there something more exact than laser surgery?).
• Podcasts are easy to share.
• The fast forward option means commercials need to be entertaining, not just endured. It also affects the placement of commercials. Putting a commercial at the top of the show with the show opener almost guarantees your audience will fast forward over your ad to get to the content.
• Podcasts can be stopped, reversed, repeated and deleted; they are not live or fleeting moments in space and they can serve as reference material long term.
• Podcasts need to be found in search engines and directories with more clutter than even a big city's plethora of radio stations.
• Podcast audiences vary in their expectations of quality production. Some audiences prefer a rougher presentation because it gives credence to authenticity. Others expect a more polished approach.

What can we learn from radio?

There are lessons learned in radio that we can apply to podcasting effectively. Here are a few of the most important:

• Your audience doesn't have to listen to you. Even loyal audiences will find other entertainment if you don't deliver your content consistently. And yes, you are in the entertainment business, no matter how dry your topic is.
• Listeners identify with radio personalities, even when they disagree with them, like the Democrats who dutifully listen to Rush Limbaugh's show. There's a wide range of personalities: Howard Stern, Paul Harvey, Garrison Keillor, Casey Kasem, Danny Bonaduce and even Motel 6's adman Tom Bodet. These hosts work because their sincere personality shows in the delivery of the content and that's interesting.
• Don't be afraid of controversy; it's entertaining and adds credibility.
• Repetition works. It's okay to summarize key points of segments at the beginning or the end. If it's a really long piece, you could do both, using the old, "Tell 'em what you're going to tell them; tell 'em and tell 'em what you told 'em," routine. That's especially true if you're segment is long enough that people will stop a show when they reach the end of another task, like commuting or exercising. And then pick it back up later.
• Brand repetition is also important. Radio hosts will mention the call letters 4–6 times an hour. Make sure that your company name is also repeated several times relative to the length of the show, or you've wasted your time and money.
• Keep a finger on the pulse of your audience and invite participation. The best bits on radio invariably invite the participation of the audience and get it. How do they do that? By monitoring the audience closely and knowing them well, in advance of developing the content.
• Your audience wants to hear from experts and novices. Balance your story by including comments from those in the field against the global experts. By providing a wide range of experience on your show, individuals will be more likely to find someone with the same level of expertise.

Contact us if you want to know more about marketing your podcasts.

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