set in. If you’re not good on camera—
you stammer, use “crutches”’ or have
difficulty staying on topic, you might
want to do an audio-only podcast. If
you’re bad on camera, no amount of
fancy production tricks are going to fix
that problem. Also, if you don’t have a
place that would look good on camera,
stick with audio.
My advice: Do a little research
and consider what other podcasters
are doing. This is not for you to copy,
but to get ideas. This is one time
where imitation is not flattering.
What’s Your length?
This is one question that every podcaster wrestles with. Will I lose my
audience if I go too long? Will they be
left wanting more information if I cut
it short? The latter is a good problem
to have. Leave them wanting more
means they’ll tune in next time to see
what you have to offer, or they might
engage with you on social media looking for answers. That is a win-win.
You get a faithful audience, and they’ll
get the answers they seek.
Some people recommend you keep
podcasts around 15 minutes as it forces
you to keep a steady pace, while keeping topics fresh. Personally, I prefer to
go a little longer. My podcast runs
between 30 to 35 minutes, as I prefer
to get into the nitty gritty of what motivates, inspires and frustrates my guests.
I’m all about the good, the bad and the
ugly side of business, so I think 30 minutes is appropriate to delve out enough
information that keeps my audience
What’s Your Introduction?
While podcasting isn’t an expensive
endeavor, it has to appear as if it is.
This starts with having good-quality
equipment for sound, video and post-
production. If you’re skimping on your
mic or video camera, you’re shooting
yourself in the foot. An HD camcorder
or a Yeti mic will enhance the quality
of your podcast and make it look/
Also, I’d recommend you draft an
elevator pitch about your podcast and
record it. Use it as your introduction
to give people a quick overview about
what your show is about. If your audience isn’t clear about what the show
is about, they’re not going to stick
One last bit of advice, treat this as a
serious media outlet. Whether it’s a
side pet project or your livelihood, you
need to take this seriously. If you’re
booking guests, take the time to do a
little research on them. Read some articles they’ve been featured in and formulate 10 to 15 questions that you may
ask them. It’s not a script, but it’ll give
you the guidance you’ll need to stay on
topic, sound smart and produce a quality show.
The media landscape is always
changing, always evolving. I believe
that more professionals, regardless of
industry, will turn to podcasts as a way
to evangelize their brand and see podcasting as an extension of their business. The industry also will right the
ship and employ a more consistent way
to track their metrics, making it more
palatable for advertisers to invest in.
The name of the game may be podcasting, but the rules of the game are:
Adapt, change or die.
Jeffrey Hayzlett, CPAE,
is a prime time television
host, speaker, author and
sometime cowboy. He is
an expert in advertising,
marketing, social media, and business
growth and trends. Contact him at
firstname.lastname@example.org or go to
Monitoring the number of people
who listen to podcasts remains inconsistent. Podcasters can tell how many
people downloaded a certain podcast
but don’t quite know how many people
actually listened or for how long.
Despite the roadblocks, I don’t expect
this to remain murky for too long.
Podcast subscriptions are growing and
the demand for more content will
require the industry to seek stricter,
more precise metrics in order to
increase ad revenue.
That is the business aspect of podcasting, now let’s go into the key steps
you need to take if you’ve decided podcasting is where you want to go next.
Here are the top four things you need
What’s Your Frequency?
Back in the day, we’d all gather around
the TV to watch our favorite show—on
the same day at the same time. The
same should be true about your podcast. You should always air it on the
same day and at the same time. Setting
up a cadence is important if you’re to
build a loyal following. Think about
how much it annoys you to know that
the show you’ve always watched on
Thursdays at 9 p.m. has moved to
Mondays at 10 p.m. It’s the same with
podcasts. You need to create a schedule
and stick to it.
While it’s tempting to want to do
as many shows as possible, be realistic
about those expectations. Ask yourself,
“Will I have enough pre- and post-production time?” “Do I have enough
content?” I recommend you do a biweekly (or monthly) podcast. That
way you’ll have enough prep time
and leeway, in case something goes
awry with production.
What’s Your Format?
Everyone wants to be famous! Everyone thinks they can be the “hostess
with the mostest,” but soon reality will