Why should your brand should be placing emphasis on podcast audio quality in 2020?
In 2023, there are over five million podcasts with 70 million episodes between them - we know what you’re thinking; that's a lot of podcasts.
So, naturally, there needs to be a discussion about quality.
Not all podcasts are created equal, and long gone are the days when you could simply record an episode out of your garage.
With endless podcasts available, if your podcast doesn’t fit the quality or standard of your rivals, listeners will move on. They’ve likely become accustomed to hearing top-notch quality, so your podcast needs to be competitive.
In this article, we dive into:
Let’s get into it.
Podcast enthusiasts, as it turns out, aren't your run-of-the-mill audience.
They're typically tech-savvy individuals who embrace innovation, are highly educated, and have higher-than-average household incomes.
A recent study revealed that 50% of podcast aficionados fall in the 12 to 34 age group, while the remaining 50% are aged 35 and above.
But here's the catch: the younger demographic's affinity for podcasts has more to do with their tech openness than the specific content.
The Podcast Landscape by Sounds Profitable reveals that:
Pro Tip: If you’re interested in learning more about exactly who is listening to your podcast, check out CoHost’s Advanced Audience Demographics to see your listeners' age, gender, social media habits, interests, pets, family, and much more.
As discussed, podcast listeners are highly educated and have higher household incomes. They also lead busy lives, have a high degree of trust in their social circles, and most are very loyal listeners.
So given this information, as a podcaster, you need to deliver smart, high-quality content that warrants their time.
Three key things to keep in mind:
It's crucial to ensure that your podcast offers content that’s not only interesting but also valuable and relevant to your target audience. Understand your audience's interests, needs, and pain points, and tailor your content to address these effectively.
High-quality content doesn't just inform; it engages and entertains. Use storytelling, interviews, anecdotes, and compelling narratives to captivate your audience's attention. Keep the pace lively and ensure that your content doesn't become monotonous or overly technical.
In a crowded podcasting landscape, you need to stand out. Identify what makes your podcast unique and differentiates it from others in your niche. It could be your perspective, expertise, or approach. Highlight this unique selling point to attract and retain listeners.
Pay attention to the technical aspects of your podcast. Invest in good-quality recording equipment, editing software, and sound engineering to ensure your podcast sounds professional. Crisp, clear audio not only enhances the listening experience but also reflects positively on your brand.
Edit your episodes meticulously. Remove background noise, eliminate awkward pauses, and ensure a smooth flow of conversation or narration. A polished product demonstrates your commitment to excellence.
If necessary, consider collaborating with a podcasting agency or professionals with expertise in audio production. They can provide guidance on equipment, editing, and post-production to take your series to the next level.
Your audience, especially educated and higher-income listeners, values consistency. Make a schedule and stick to it. If you promise weekly episodes, deliver them on time. Consistency builds trust and encourages listeners to return, overall creating a better listener experience.
Keep your audience informed about your podcast's release schedule. Use social media, email newsletters, or website updates to let them know when new episodes are dropping. This proactive communication ensures that your audience knows when to tune in and reduces the risk of losing listeners due to irregular releases.
While consistency is crucial, don't sacrifice content and audio quality for the sake of releasing episodes on schedule. If you need more time to produce high-quality content, it's better to delay a release than to compromise the quality that your educated and discerning audience expects.
Sometimes it can be hard to part with a beloved idea, concept, or episode.
Here are some things to consider if you’re debating whether something should make the cut:
Overall, there’s a time and place for low-quality, quick content. I’m all for that. But podcasting isn’t it. When you are engaging someone for a prolonged amount of time, you need to consider how they will receive it.
Would you want to listen to 40 minutes of huffing, puffing, nonsense content? No, case in point.
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