Creating Engaging Podcasts

1. Keep the context of use in mind
   
   Commonly, podcasts are listened to in the car, on public transport or walking, which vary dramatically in duration, and in the ability to focus on the subject matter. This means that bite sized elements which build to a bigger story are more effective than a single long story. Further, the context often makes it difficult to write down or record content of value. An accompanying website can be exceptionally valuable to support this need.
   
2. Chunk content into chapters
   
   For podcasts that run over 15 minutes, chunking content into bite sized chapters is recommended. Firstly, users may not be interested in all of the content on a podcast, and chapters allow them to skip to the information they are seeking. Secondly, listening to a lengthy podcast may take more than one session. As such, chapters make it easier to get back to the section of the podcast you were listening to previously. Yes - many MP3 players save the location where you stopped listening however, this is typically lost when other audio is used.
   
3. Focus content on the topic of the podcast
   
   Users listen to a podcast because of the core subject matter. People listen to management podcasts to learn about management and UX podcasts to learn about and keep up with UX. They are not interested in listening to a selection of the presenter's favourite bands nor off the topic gags - there are other, better sources for this content. Users listen to the podcast to be informed. Avoid the inclusion of erroneous content which wastes users' time and stick to the point.
   
4. Ensure the start of the podcast is engaging 
   
   The start of the podcast is the opportunity to capture the users' attention. Elements such as a lengthy intro jingle and the inane babble between presenters act as a barrier to users listening to the quality material that exists in the podcast itself. If users switch off, they typically won't come back. The podcast is about the listener - not indulging the presenter/s.
   
5. Entertain 
   
   In addition to informing users about the subject matter, it is important to engage users. Storytelling is a powerful way to keep people interested in the content. Components of storytelling such as characters, suspense, emotion, story climax and resolution, help to make content highly engaging. Further, engagement comes from presenters who are passionate and use humour effectively.
   
6. Keep advertising separate
   
   There is nothing more annoying than having a podcast peppered with ads - or worse still, advertisements disguised as content. Years of customer research has told us that users can be pragmatic enough to understand that the advertising pays for the content they are listening to, however they are more likely to continue listening to the podcast when ads are at the beginning or the end. Presenting advertising as content does little for the credibility of the content and is akin to treating your listener as morons. Without an audience there is no podcast.

Author Credits