More and more radio personalities are venturing into the vast world of podcasting. There’s definitely an audience for the platform, but remember podcasting is only a platform. Content is the product. Podcasting is just how the audio is delivered. If you are considering a new product, doesn’t it make sense to start with audience patterns? Design a podcast that fits listener behavior.

Daniel Anstandig of Futuri Media says there are several types of podcasts that work well for radio personalities.

Short clips of 90 seconds to 2 minutes gets more sharing and broader distribution. Long form audio of the full show on demand gets more subscribers. Both are important. If you have to choose one or the other, go for the short clips, organized by theme.

Many shows already provide access to hear an entire broadcast on demand each day, minus commercials. That’s a valuable service for heavy users and the most loyal fans. By the way, if you do this and are in a PPM market, make sure you’re offering encoded audio to hijack the ratings.

But most listeners don’t have the time or patience to wade through an entire show. And face it: The full show probably isn’t strong enough to represent your brand that well anyway.

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So doesn’t it makes sense to create a podcast that has a much greater chance of being discovered, heard and shared?

The Podcast That Fits Listener Behavior

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