Content creation has got to be on every business, artist, or expert brand’s to-do list. In fact if you look at some of the most successful people or brands on the planet, they all put aside creative time to produce content.
My name is Ronsley Vaz and I’m Australia’s No.1 Food Podcast Host, and content is my game. Now I’m going to share something with you, and take it with a grain of salt if you want, but podcasting is where it’s at.
For me, the numbers just don’t add up when I look at video or blogging, because the space is just so crowded. Read on to find out why podcasting is wide open road of opportunity for you to stand out. I believe that these are the 5 things you should consider before you decide to create your content machine:
1. The Statistical Advantage
With over 1.7 million blogs published every day and over 300 hours of video being uploaded to YouTube every minute, that in itself gives you a view of the landscape. Actually I am writing this blog post at 1:10 pm in the afternoon and the blog count currently is 2,201,706. There are advantages to writing a blog or shooting a video, but in terms of the competition you are a bit late to the game.
Again, please make sure that these stats don’t send you to a place of lack mentally because I believe that a space can never be too crowded. You can always shine a light from a different perspective and I believe that everyone has that light within them to make that happen.
Compare the numbers above to just over 300,000 podcasts on iTunes in total. Yes, this number is rising and rising quickly but in comparison it is a small slice of the content space.
2. The Consumption Method
They say that a blog can be between 300-500 words for it to not drift the readers’ attention. For video the number is between 1 and 2 minutes. Our attention spans are really ridiculous these days. Of course there are huge advantages to long form content on blogs, with long term search being the biggest advantage. However, if you aren’t a writer this can be tedious – more about the production in point 3.
With both video and blogging, you have to stop what you are doing as a consumer to get the content into you. Audio however, can be consumed when you are in the toilet, on a treadmill, mowing the lawn or even scanning your documents to a paperless office. Also, on average the length of a podcast is between 20-30 minutes. This allows for better engagement – more about engagement in point 5.
3. The Production Process
The production process is all relative. Some people are great at writing, like Andrew Griffiths. Some at producing video on the fly from their smart phones, like Glen Carlson’s YouTube channel on PRO Tips for every Key Person of Influence. But for someone like me, this process of writing is something that I have to make time for. It doesn’t come naturally to me. I talk a lot though.
Most people talk more than they write. You have lots of experience in everyday life chatting with people you meet, which can be transferred over when you have a podcast. If you are recording a video of an interview, the logistics of putting it all together is much harder than recording an interview over Skype. The equipment required is also considerably cheaper.
Again, all this can change depending on the type of show you have – but video, audio or blogs can be easily done if you just get started.
4. The Interaction Factor
I am very skewed to having a podcast that interviews other people. Maybe because I love meeting new people and hearing their stories. But, it allows me to connect and interact with people that would have never spoken to me – ever!
Having a podcast platform that I can invite influencers over to is by far the best thing I stumbled across. Also, I get a chance to talk with them and we get really comfortable. They know me at the end of the conversation and I know them. This is Public Relations in the 21st Century. Measurable and Personal.
5. The Connection Economy
I keep asking the question, “Would you rather buy from someone you’ve listened to for an hour, or someone that has sent you 10 emails”? The connection that you create with your consumer through the auditory sense is second to none (again my bias is prevalent). It is the first sense we develop in our mothers’ womb when our parents communicate with us.
There is an argument that video would help increase the connection, but the consumption of video is a barrier for that sustained connection.
I would love for you to disagree with me on this. Let me know what you think. I know my perspective is skewed, but these are things that I’d like you consider the next time you are going to create content for you brand.