Adopt a broadcast journalist’s mindset to maximise podcast potential

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Podcasting is booming. And rightly so. It can be a tremendously effective communications tool. Yet rather like rise of content marketing in recent years, its utility diminishes unless high creative, intellectual and production standards are maintained. For maximum impact, marketers need to think like broadcast journalists. Most pre-recorded interviews on a BBC news or current affairs programme are tightly edited, moving seamlessly from one point to another with a clear structure. Even broadcasters conducting live interviews will keep them very focused, often interrupting when an interviewee strays off the topic in hand. It all makes for compelling radio. And podcasters should adopt the same approach. Too many podcasts are long and rambling, offering a poor return on investment for clients as audiences are inclined to quickly lose interest and switch off. If you go about producing podcast as you would drafting an informative, well-structured article, then chances are you will end up with a compelling listen.