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Crain Communications, Incorporated Apr 3, 2006Question: What makes a great podcast?
Answer: Podcasts can appeal to such highly specific audiences that what may seem like utter nonsense to you and me could be highly relevant and engaging to a given podcasf s audience. In that sense, podcasts have democratized the broadcast business. So, in reality, a great podcast is in the ear of the beholder. That said, however, I believe the very best podcasts do have a few things in common:
* They are authentic. That is to say that they are not spinned, spit-shined, overproduced or dumbed down. As a native creature of Web 2.0, the podcast's real power is that it is a channel for real conversations between people. Emphasis on real.
* The participants have authority and passion. Audiences expect a podcast to have a point of view and stick to that point of view. This means having no fear of editorializing on relevant topics on occasion. If the hosts or producers don't possess a genuine zeal for the content they are producing, a podcast is the wrong vehicle for them. Passion is entertaining. Why else would people opt in to hear what you have to say?
* Length varies. Entertainment doesn't. There's no right length. Try 15 to 30 minutes as a start. But keep it entertaining. I once read that b-to-b podcasts should always avoid the use of humor. That's just laughable.
* They are not long ads. I don't believe there is a single brand in existence that could not put a podcast to good and fruitful use. But they aren't ads. What if you were going to sit down over coffee with key influencers and customers? Would you put on a hard sell or would you earnestly try to foster a genuine dialogue? If your answer is the latter, you're ready for podcasting.
| [Author Affiliation] |
| JOHN JANUARY |
| VP-director of brand voice, Sullivan, Higdon & Sink |
| John January is VP-director of brand voice at ad agency Sullivan Higdon & Sink and co-host of SHS' popular podcast about advertising, American Copywriter. |
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