No one was more surprised than me to find out that podcasting is a\u2026 thing. <\/p>\n\n\n\n
Didn\u2019t podcasting die out back in the mid-2000s? Whenever I conducted user interviews back then, NO ONE ever listened to podcasts.<\/p>\n\n\n\n
But then in 2014, I added the \u201cdo you listen to podcasts?\u201d question back to my discussion guide template. And to my surprise, I\u2019ve since interviewed lots of people who regularly listen to podcasts. Not only that, but most people I know in real-life listen, too.<\/p>\n\n\n\n\n\n\n
During my official (and unofficial) research about podcasting, there are 2 things I\u2019ve learned:<\/p>\n
Quick confession. Since re-discovering podcasts, I have become a little obsessed. I listen to them in the car, on my walks, while I’m eating breakfast, and when I’m too tired to read a book. Over the past year, I\u2019ve probably listened to 200+ podcast episodes. (There were a few very<\/em> long road trips last year.)<\/p>\n Here are my thoughts on how B2B podcasts could be better from the point-of-view of a user experience designer:<\/p>\n I\u2019ve stopped listening to new podcasts simply because the music is drawn out too long or is too melancholy. I think of it like a website that takes too long to load. Check out Tim Ferriss’ intro as a stellar example. It\u2019s short, it\u2019s upbeat, it\u2019s memorable.<\/p>\n Give yourself permission to not publish every episode you record. If the interview made you uncomfortable or yawn, tank it. Live and learn, then do more due diligence next time to ensure your interviewee will be upbeat and interesting.<\/p>\n A good one, if you can afford it. Having the podcast interrupted by barking dogs or ringing phones in the background is tolerable every so often, but not every episode.<\/p>\n (I\u2019m not kidding, this is a common problem.) No matter how interesting the topic, you won\u2019t hold anyone\u2019s attention if the podcaster isn\u2019t buoyant. Smile while you talk. We\u2019ll be able to hear it.<\/p>\n Find out which equipment top-tier podcasters use. Beg or borrow to find as good quality. Too often it sounds like the podcast interview is being conducted on an old cellphone or in an airplane hangar. Test the sound quality before hitting record, then reschedule if it\u2019s not perfect. Check out this Julian Treasure TedTalk<\/a> if you think background noise isn\u2019t a big deal.<\/p>\n I think it can erode your brand if fans see you abandon the medium after just a few attempts. Audience-building and \u201cfinding your voice\u201d takes time. Perhaps plan to commit to it for at least a year. Or “bank” several episodes before you even launch.<\/p>\n If you publish new episodes on Sunday mornings, publish every Sunday morning. When my favorite podcasters don\u2019t publish consistently, I go off in search of new favorites.<\/p>\n The \u201cbanter\u201d between co-hosts at the beginning of too many podcasts is rarely\u00a0endearing. Inside jokes and references to people you both know make your new listeners feel like outsiders.<\/p>\n \u201cShow notes\u201d is podcast-speak for \u201csummary of the episode.\u201d Also, always write show notes \u2014 but be descriptively succinct. Often, if I find a new podcast that doesn\u2019t have show notes, I move on.<\/p>\n Always assume your listeners are avid podcast users. It\u2019s a big turn-off to hear one podcaster steal \u2014 word-for-word \u2014 ideas from another (especially in the same week).<\/p>\n If your industry or niche is already crowded, you have to stand out by making it clear how your podcast is different.\u00a0Help new listeners get a sense of what your show is about with descriptive titles, show notes, and podcast topics within a distinct theme.<\/p>\n I don\u2019t understand why so many podcasters do this\u2026 They introduce the show topic, then a \u201cprofessional\u201d announcer introduces the show topic, and then the podcaster comes back and introduces the topic a third time.<\/p>\n I see this less and less as new podcasts come on board, thank goodness. Put your best foot forward with high-quality design.<\/p>\n If you already podcast or your organization is planning to start one, make sure the listener experience is baked into the\u00a0strategy and also\u00a0aligned with your overall brand\u00a0strategy.<\/p>\n What do you want your listeners to feel and\u00a0think? What do you want them to do? Share it with their friends? Take an action? Laugh aloud?<\/p>\n\n\n1. Choose short, peppy intro music.<\/strong><\/h3>\n
2. Front-load your keywords in the podcast title.<\/strong><\/h3>\n
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3. Be actionable or interesting.<\/strong><\/h3>\n
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4. If the episode ends up being boring or the guest is obnoxious, don\u2019t publish it.<\/strong><\/h3>\n
5. Hire an editor.<\/strong><\/h3>\n
6. Don\u2019t sound like you\u2019re about to fall asleep<\/strong>.<\/h3>\n
7. Make audio quality a top priority<\/strong>.<\/h3>\n
8. Don\u2019t start podcasting unless you plan to stick to it<\/strong>.<\/h3>\n
9. Publish your podcast on a consistent basis.<\/strong><\/h3>\n
10. Cut out the small talk.<\/strong><\/h3>\n
11. Include resources and links in the show notes.<\/strong><\/h3>\n
12. Don\u2019t repeat tips shared from other popular podcasts.<\/strong><\/h3>\n
13. Have an angle.<\/strong><\/h3>\n
14. One introduction per episode please.<\/strong><\/h3>\n
15. Skip the cheesy clip art on your podcast thumbnail.<\/strong><\/h3>\n
Conclusion<\/strong><\/h2>\n
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