Podcasting is generally more difficult than blogging (or writing, if you are not familiar with blogging). Apart from the technical issues, the listeners have to stream or download audio files and listen to them to get your information. This is quite different with what we are accustomed to be doing online.

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The problem when creating podcast content

Somehow when I listen to a podcast, I expect more than just a commentary or a spin of what other people are saying — unless, of course, the podcaster’s opinion is so provoking, inspiring and generally interesting. Adapting the blogging style by merely giving one or two lines of comments will not work.

Creating content for a podcast requires more work and thoughts than it is for blogging. Some readers may not agree, as for them, talking is much easier and writing. Writing is not without its own problem though.

But, we should all agree that a podcast needs more work to do from start to publishing (read podcast tutorial for thorough steps to start a podcast), not only the process but also the nature of the content.

What is good podcast content?

Trying to define what is good podcast content is subjective, especially in the era of “long tail,” when people could find or create just about anything they want and like.

Almost surely, this topic will cause endless debate because people have different interests, needs, personality and ethics.

Nevertheless, there are some elements that every quality content should possess, namely usefulness, original, uniqueness and engaging.

It has been said and taught in marketing that if you listen to your audience and provide exactly what they want, you can succeed in your business. How do you do this and how does it apply to podcasting?

The most important factor in quality podcast content

Usefulness, in my opinion, is the most important factor in any good podcast content. Even if it is just a dull rehash of existing content, as long as it provides value to the listeners, then people are more than happy to tune in.

Perhaps podcaster could put it in a way that is concise, helping the listeners to get the point quickly.

Of course, usefulness is relative across different topics. In an entertainment blog, listeners are looking for something fun, cool, or interesting just to kill time.

Others would see the fresh and quick elements of a podcast as being useful, such as for news. Yet many listeners like to stimulate thoughts for self development, or to get involved with a community.

Stand out from the crowd

Being useful and resourceful are important, but being original is also something necessary, if not compulsory, to stand out from the crowd.

What makes them choose your podcast over others? Once consumers are aware of the myriad of choices they have at their hand, and how easy for them to switch channels, they begin to demand more.

Producing original content virtually forces the listeners to come back because they can only get the content from you.

Image Credit: Henning Leweke

… and differentiate even more

Everyone is talking about being unique. In business, especially in sales and marketing, we know there are Unique Selling Proposition (USP). This is the thing that distinguishes your business or product and service from your competitors.

Original content makes audience want more from you, but uniqueness lets you stand head and shoulder over the crowd. It is also about targeting a segment of a market that really want to listen to you, build community, and establish yourself as an authority or expert in your industry.

The keyword is narrowcasting.

The value of entertainment in a podcast

There are always people who choose to listen to a podcast in front of their computer, not through any portable media.

Why should they listen to a podcast instead of reading an article?

As much as how a good copywriter engages their readers to draw in further to their content, a good podcaster should provide entertainment value into their podcast so people keep listen.

The latest thing you want to do is being boring.

How to find great content ideas

A podcaster should research listenership to find out what the audience really want. If you already have audience through your site or blog, you can simply ask them about what they want and simply echo back to them.

Blog comments are gold when it comes to cultivating information. It often reveals demands, which a good podcaster should use as a feedback mechanism to satisfy the audience.

Open forums are also great for research. There are people who ask for questions. Not only do this create ideas for content, but often lead to unsolved problems specific to an industry.

Finding a problem to solve is the easiest way to ensure that your content will serve a purpose and get listeners.

It is true that creating good podcast content is more difficult because people usually demand more out of a podcast compare to textual content. But, the efforts should be worthy, considering the higher level of interaction and bond a podcaster have with their listeners.

Following these some basic advices should get you on the right track to producing quality content, especially if you are passionate and knowledgeable (or are willing to do a lot of research) on a particular area.

Also read: Podcast Tutorial.