Over the last few weeks I have been on the road doing lots of user interviews across the state. This has been a great opportunity to catch up with some of my favourite podcasts (as an aside - I can highly recommend Radiolab, a science podcast to fuel your inner geek). In general I am a big fan of podcasts as a medium for consuming information. As such, I have started listening to many podcasts over the years however very few have engaged me sufficiently to keep me listening. With this in mind I thought I would bring together some tips on creating engaging podcasts based on UsabilityOne’s vast base of user research.

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 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, 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 adverting 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 viewing 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 is akin to treating your listener as morons. Without an audience there is no podcast.

To conclude, Podcasts are a great way to consume content however too often great content is obscured by a lack of focus on the listener.  Engaging podcasts are those which meet listeners’ needs.  The tips above assist in creating engaging Podcasts to allow great content to shine.

- Chris Gray