Pump Up the Volume on Your Content With Podcasts
Video might have killed the radio star, but podcasting brought it back to life. Although podcasts have existed for more than a decade, listenership has skyrocketed over the past five years. In 2018 alone, 44 percent of Americans claim to have listened to a podcast, with 26 percent stating that they listen monthly. Last March, Apple Podcasts hit 50 billion all-time downloads and the distributor streams upwards of 525,000 active shows. More Americans now know what a podcast is than who our vice president is.
If you’re looking for ways to elevate your organization’s content strategy and better engage your audience, podcasting could be the answer. It doesn’t cost much to record and produce an episode of a podcast, and it’s a relatively easy medium to consume.
Still, podcasting as an association has its challenges. How do you keep content fresh and interesting while remaining relevant to your industry? If you are looking to launch a show, consider these approaches to get your creative juices flowing:
Content Ideas for Podcasts
Interview an expert. Some of the most fascinating podcasts offer insights directly from the source. Listening to an expert perspective lets the audience connect with someone on a more personal level, or get to know someone with whom they may not be familiar. Listeners get to hear how an expert talks about a topic and discover what drives them. If your organization hosts meetings, conferences or other events, you may already have the connections you need to interview the right people (speakers and panelists make great interviewees!).
Listen-spiration: SIGGRAPH Spotlight, Episode 6
Apply current events. What’s happening in politics, pop culture, business, entertainment or technology that affects your industry? Plan your podcast episodes to correlate with specific events or trends and help your listeners gain critical background information. Examples include upcoming political elections, movie releases, product announcements or major holidays, among others.
Listen-spiration: BISA Portfolio Podcast, Episode 1
Tell a story. Everyone enjoys a good story, and it’s even more captivating when told first-hand. A podcast has the ability to capture stories in powerful ways. Does someone in your organization have a great story as to why they got involved in the profession? Did a new learning tool help them advance their career? Storytelling is a great way to increase engagement and retention.
Listen-spiration: NSGC Podcast, Genetic Counselors with Genetic Conditions
Be supportive. Integrate your podcast with other events, content offerings and initiatives that are happening in your organization. If you host an annual conference, conduct interviews with attendees or speakers pre- or post-event. Giving listeners an inside look at events can bolster registration and prove the value of attendance. You could also consider going more in-depth on a topic from a publication or webinar with the author.
Listen-spiration: LMA Podcast, Episode 26
Katie Condon is a senior content associate at SmithBucklin.
Want to know how SmithBucklin Content can help amplify your organization’s voice? Contact us to learn more about our podcasting capabilities.