A checklist of actions to take in developing and executing a Podcast strategy

Start with the message

The best way to determine how a Podcast can be successful when used for your organization is to identify areas where you can improve communication. A podcast is just the delivery mechanism; content is king, and you’ve got to have a valuable message that you want to deliver if you expect your podcast to be successful.

• Identify areas where ongoing communication has been difficult, slow or hard to schedule/coordinate. These are usually good candidates for trying a different approach like a podcast. Think about other audiences besides leads or prospects. Again, if you’re figuring a podcast will suddenly increase your sales, you’re headed in the wrong direction.

Think about different audiences. Are there certain internal audiences, prospects or customers that could benefit from a message being delivered by podcast?

Start small

You can do a test by grabbing a USB microphone and recording some content. That content can then be “pushed” to a host, like FeedBurner, SwitchPod or PodBlaze. Hosting is very inexpensive, and many of these resources have a “starter” program or trial account. Don’t plan on explosive results your first time out - it’s going to take a little while to gain traction and ramp up utilization.

Solicit feedback

Ask for honest feedback from your first podcast program; the nature of the medium is that it’s extremely flexible. Use the feedback that you receive to continually improve the content and delivery of your podcast.

Actions for creating your Podcast

Set high quality standards

Quality audio recordings, engaging voices and organized content should be your priorities. High production value makes a difference; if your podcast sounds thrown together, your audiences will not continue to listen. A good measure of high production quality is one that has:

• No background noise
• A clear recording environment with no echoes
• Clear, consistent speaking volumes
• An engaging, comfortable voice
• No “dead air”

Develop content a different way

When you’re creating content for podcasts, think of one word - quick.
Develop “sound bytes” versus monologues

Have fun

Your content will be much more memorable if you add an entertainment factor to it.

Review the content and picture yourself driving a car while listening

How can you make small points that can be “grabbed?”
Break apart more complex topics into smaller, manageable elements.

Create content that’s action-oriented

Don’t wait to place the actionable items at the end of the podcast. Instead, scatter them throughout the podcast - you’ll keep your audience much more engaged this way.

Don’t read scripts

Use your content planning as a guide. You won’t engage a podcast audience very long if you’re simply reading a script. Remember the importance of the entertainment factor and create a person-to-person connection with each podcast.

Remember, you don’t have to do this alone

There are a number of great organizations that help companies produce high quality, effective podcasts. They can provide everything from content development through actual production, including voice talent, hosting and distribution.