We see, or rather, “hear” it far too often: podcasts that are not up to standard, whether they are produced by a one-man operation or an internationally known media company. And any frustration the listener feels is doubled for the media professionals who, without any formal training in audio production, still find the task of creating podcasts dropped on their desks as part of their employer’s content strategy. Fortunately, there are easy steps that podcast hosts and producers can take to fix rookie errors and grab the ears of more listeners.
1. Use proper recording equipment.
Although you don’t have to spend a load on fancy audio equipment to make your podcast sound its best, you shouldn’t skimp or be thoughtless about your options either. “You don’t want to use a little digital note taker or whatever recording device you happen to have. You should get dedicated audio equipment,” said Andy Bowers, executive producer of video and podcast programming for Slate.
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Bowers recommends the hand-held Zoom H1, which has studio-quality microphones on top and records in stereo for WAV or MP3 format. When you are ready to record, do so in an uncompressed audio format, like an AIFF or WAV file. “That’s the highest quality you can get, and then you can edit that later without losing any quality and then convert it to an MP3, which is what you will want to distribute later,” explained Bowers.
When recording telephone interviews, which can be challenging, try experimenting with various software — Pamela, Ecamm or Audio HiJack Pro along with Skype, for example — to see what works best for you. Dana Barrett, host and editor of the MidtownReview.com podcast which features book reviews and interviews with authors, uses Cogi, an online audio recording and transcription service. In all cases, make sure you use a landline for the best audio quality, since cell phones can drop calls and cut in and out.
2. Show some personality.
It has always been said that radio is the most visual and intimate of media, and podcasts are even more so. When listeners go through the trouble of finding, downloading and then listening to your podcast, over time, they begin to feel as if they are part of some special “club,” says Bowers. Having an engaging personality will help cultivate that personal connection and can engender audience loyalty.
| “Whether you host your show alone or co-host, don’t be afraid to express your opinion.” |
Showing personality means being entertaining on some level, even if your podcast focuses on drier topics, like a how-to or business show, says Matt Binder, producer of “The Majority Report with Sam Seder.” You can do that simply by being yourself and using your personal traits to your advantage.
In the case of “The Majority Report,” even though it is a political podcast, host Seder makes it fun to listen to because of his innate sense of humor, which he isn’t afraid to unleash. “People know him for that. So if people know you for being a funny person in the business world, or if you are known for having a sarcastic tone or a specific charismatic flair, let that out of there because it’s entertaining and people will listen and they will digest the information a lot easier,” explained Binder.
3. Get a debate going.
You don’t have to run your podcast solo. Having someone there to debate or go back and forth with will get the energy up, further personalize the hosts, and make them empathetic to listeners. “If you are going to listen to these people regularly, you want to get to know them a little bit and you want to like them,” said Bowers.
Whether you host your show alone or co-host, don’t be afraid to express your opinion. “The Internet is a medium that rewards people who provoke a little bit,” said Bowers. “There’s several ways to get at the truth. One is to just give information in a slightly dry and informative, just-the-facts way. Another is to have people debating a topic, and I think that is always much more dynamic.”
And if you’re inviting guests onto the show, remember to choose those who also have some personality and, of course, like to talk. “Don’t put people in front of microphones just because they have the title that you think is appropriate for an organization,” said Bowers.
4. Be conversational.
Some rookie hosts may unintentionally stiffen up when they get behind the mic, and that can come across in your voice. Instead, talk to your interviewee the same way you would when having a “real” everyday conversation, says Barrett.
Remember to modulate your voice to avoid sounding monotone, and if you ask a question, listen intently to the answer before responding. “You don’t have to go in order,” said Barrett. “If they answer your first question and it’s something that is fascinating, by all means, go with it. You can come back to your paper, to your questions later, but absolutely make it a two-way conversation ___- way more interesting.”
| “Talk to your interviewee the same way you would when having a ‘real’ everyday conversation.” |
5. Record in a small, quiet room.
That spacious conference room looks like a fantastic place to spread out all of your equipment, but Barrett advises against such empty, sound-reflecting locations. “Go into a smaller office. Put heavy curtains over the windows, so there is a lot of fabric to absorb the sound. Have a lot of rugs and cushions and pillows. Don’t be in a room where it’s all hardwood floors and glass,” she explained. “That stuff really changes the quality of the sound.”
If you work in an office with other people, don’t hesitate to put a “Do Not Disturb” or a “Recording in Process” sign on the door to prevent unwelcome intrusions. Podcasting is likely as foreign of a process to your co-workers as it is to you, the newbie podcaster, so ask them to be extra quiet when passing by your recording room so you don’t pick up hallway chatter or sudden cell phone ringing.
6. Edit, edit, edit.
Perhaps your interviewee gave an overly lengthy answer or said a few too many “ums” or “you knows.” You can and should cut all of that out. But other times, a little unexpected noise can add cachet. Say you are interviewing a politico in a K Street office, and the mic captures the street-clearing hum of a Presidential motorcade or the siren sounds of city police. That can actually add some level of authentic ambience to your show.
But, by and large, your podcast needs to be as tight as possible, so be ruthless when it comes to cutting the fat. Make every uttered word mean something to the listener. If it doesn’t add to the conversation, cut it, so long as it doesn’t take the interviewee’s words out of context or remove critical information.
7. Brand your show.
The two main hosting and distribution points for your podcasts are often your website and iTunes, so it is worth it to develop a signature graphical look. This makes it easy for listeners to find your podcast when scrolling through their iPods or other listening devices, and it also reinforces the overall personality of your show. If you use intro music, keep it brief (no more than five seconds), then fade out. “It should really just be a little taste of something,” Barrett said.
Once your show looks and sounds good, it’s time to get some marketing in place to keep listeners coming back for more. And to do that you need to record and upload your show on a dependable schedule. “[If] you are just randomly putting it out there on random days during the week or month,” explained Binder, “you are never going to build an audience that way.”
NEXT >> Ready, Set, Star: Produce Your Own Online Video Show
Jennifer Pullinger is a writer and editor in Richmond, Va. Visit her at www.jenniferlpullinger.com or on Twitter @JLPullinger.
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