Audio Media Remains A Strong Option Amid Shifting Media Landscape
Contrary to popular belief, radio is not dead; it’s just taken to a new format. Podcasts, or online radio shows, have been popular since the inception of high-speed online music services, and are quickly becoming a go-to source of “infotainment” for people from all walks of life.
While it’s still somewhat common to tune in live to a podcast show, typically the appeal is in the ability to bookmark, share, download and listen to each episode at the listeners’ leisure (a huge advantage over traditional AM/FM radio).
Podcasting is a great marketing tactic because it adds the element of voice and storytelling to your company in a way that the printed word cannot. After starting our podcast earlier this summer, we’ve gotten a lot of amazing feedback from people in the industry. Because of our quality interviews, people are beginning to understand us as a multidimensional media company rather than just an industry publication.
Set Yourself Apart
From High Times to Ganjapreneur to 420 Radio, there are several great podcasts to choose from in the cannabis industry, each with something different to offer. Here at Cashinbis, we like to stick to compelling interviews in a Q&A format, allowing cannabis entrepreneurs and advocates to tell their stories while digging deeper to discover what makes them so successful.
While it’s a big investment of time, podcasting can be a cost-effective way to brand yourself in this industry that is so hungry for information. The following are some tips for creating a great podcast with longevity.
Have A Routine
Create a format that works and stick with it. Whether yours is a question-and-answer style interview, multiple guests, listener call-ins, or a set of recurring in-depth segments, it’s important to use that same format throughout all of your podcast episodes so listeners know what to expect.
Stick To The Point
The key to holding your audience’s attention is simple – be brief and on-topic. Typically, 30 minutes to an hour is the sweet spot for a podcast episode length, but keep in mind that an hour can also feel like an eternity if you haven’t got much to say. Having ads or sponsor messages within your podcast is okay; just make sure they are done quickly, tastefully, and have some kind of lead-in language or draw that meshes it seamlessly within your programming.
Find The Right Host
Find a host that can hold a conversation. In audio media, the voice behind your brand is everything. We got extremely lucky with our awesome podcast host, Tim Strombel. With a history in radio and comedy, he has invaluable experience on the microphone that lends to his intriguing and entertaining episodes. We love giving newcomers a chance, but for maximum engagement and effectiveness, a seasoned speaker and interviewer is your best bet as a host. This will really make or break your podcast’s success!
This is generally the Law of Content for all mediums, but it’s especially important with a podcast. People will forget you have a program if they don’t have new episodes to look forward to. Listeners may have a valid in what you have to say, but in order to have staying power as a podcast, you need to keep them checking back for the latest.
Stay true to your vision, and look at the costs and returns in order to decide whether this is the right route for you and your company.
Sometimes a company blog or an impressive media hit is enough to get your message across, but other times a boost is needed, and that’s where “multimedia” (audio/video) comes into play. If you don’t think you’ve got enough of a premise to create your own audio content, you should definitely consider being a guest on an already established podcast. No matter how you go about it, this medium is ultimately another means to an end – storytelling and educating a movement.
Do you have questions about creating a podcast? Who is your favorite cannabis industry podcast? Why? Join the conversation and comment below!