Podcasting Myths - Why You DO Need A Script!
Podcasting Myths - Why You DO Need A Script!
Podcasting as a medium continues its strong growth, and for good reason. As a platform it allows voices and perspectives to be heard that traditional media was often gatekeeping, and it gives listeners a unique form of connection to those that are providing their information and entertainment.
Coupled with this is a very low barrier to entry, compared to other forms of media. With a smartphone and internet connection, most people could quite easily establish a podcast. And many podcasts do not seem to require much strategy beyond this. For some podcasters, episodes are simply unscripted conversations, and they may not even adhere to an overarching theme.
But this is where potential podcasters, particularly those interested in starting a corporate podcast, should be wary.
The Challenges of Starting a Sustainable Podcast
While anyone can make a podcast, not all podcasts are created equal and only a small percentage become successful. On podcast platform Buzzsprout, 50% of podcasts only see 28 downloads in the first seven days after launching each episode, and the other half of shows see fewer downloads than this.
When considering what approach to take with your podcast format, it’s worth remembering that some of the seemingly ‘loose format’ podcasts out there are actually hosted by broadcasters, actors, and other media-savvy entertainers who have made a career by being able to seem relaxed and improvisational, while in fact being well drilled, well researched, and well-rehearsed. The best interviewers are those who can be charismatic enough to make the guest feel comfortable, but who also have done their work ahead of time and can stay in control of the interview, steering the ship back towards its destination if it gets too off course.
So while anyone can make a podcast, often it is the case that not everyone can do it well. And this becomes an issue if you see the show as a key component of building your company’s brand.
The challenge is to create a coherent story that makes sense both for your company’s messaging, and to the listener. This requires clarity of purpose ahead of recording. Just as starting a meeting completely unprepared, without a specified intent will lead to a muddled, unproductive waste of time for all involved, corporate podcasts will not deliver their intended value without strategy and structure.
In episode 45 of the Strategic Momentum Podcast, Michael Wilkinson outlined the 5 Ps of Preparation: Purpose, Product, Participants, Probable Issues, and Process - these elements are important to consider ahead of each episode you record.
Corporate Podcasts Need a Predetermined Intent
Corporate podcasts should deliver a message that is aligned with the voice, marketing and mission of your company as a whole. And this is the case whether your audio show is aimed at internal listeners, like employees, partners, and investors, or external end consumers. For the same reason that a billboard advertising campaign will be checked and re-checked before going live, a corporate podcast should not be something that is rushed into without scrutinizing the content, the voice, and how it reflects the company to the outside world.
It is crucial that the voice of leadership is correctly communicated for internal company podcasts, ensuring that clarity and purpose is created. Meanwhile, external podcasts can be used in the same way as any marketing campaign; creating awareness, maintaining communication and driving deeper engagement with clients and customers. Remember your show is an investment of time - and possibly money - for the consumer, so you need to be clear on your objectives and intent before you hit record.
Creating High-Quality Podcasts by using a Script
The good news is that with the right planning, and some work, anyone can make a high-quality podcast by creating a script, that will act as a guide for the show as a whole.
This type of guide is essential in podcasting for multiple reasons. Firstly, it will ensure that you ask the important questions and cover the key themes you want each episode to get across to the listener. You can also share this document with the guest ahead of time so that they can prepare and deliver thoughtful responses, ensuring a higher quality end product that you both can be happy with.
Often a guest will have limited availability and you may only have one shot to interview them, so your guide is also crucial for this reason - nobody wants to re-record to cover a missed question. Second recordings are sometimes necessary, but they can take away the authenticity of the response, disrupt the story flow, and cause audio quality issues for your production team who may need to stitch together two recordings.
Then, there is the issue of time. Scripting out your intros, outros, topics, and segues will greatly cut down on editing time post-interview, saving money in the process. Your guide will also keep you on track during the interview, and it can also help you choose what questions to ask and what ones to drop if you are running low on time.
Most importantly, a discussion guide will help you control and shape the story of each episode, which can greatly improve your podcast as a whole. Your narration should paint a picture with words, and a guide can inform the scripting of this, as well as ultimately help create a story flow that the listener can understand and digest easily, something that is crucial in this audio-only medium.
Lastly, remember that even if you spend hours creating a finely-tuned script, it could still change during recording, and that’s okay. A standard format is to include an introduction to the show, the guest, and the topic of the episode. Often when recording voice-over we will find a more natural way to get our message across, and in doing so find our authentic voice. Meanwhile, tangents from your guest or co-host are part of the fun for a listener, and can sometimes lead to the most insightful content. So don’t worry if your episode goes a little off-script.
To learn more or get help starting your corporate podcast, get in touch with us here!
