Podcasting has completely changed the radio scene. Popularity and listeners have more than doubled in the past five years and the trend does not seem to be slowing down. So what better way to increase your market than to incorporate podcasts into your scheme. Let’s take a look at a few ways to make your podcast complement your radio programming.

Edit, edit, edit. Some shows which are heavy on spoken content, try and lump their entire podcast into a single hour long file. The problem with this is that a listener trying to find a certain clip may very well be lost and give up. If you’re producing a long podcast, it better be one worth listening to in its entirety. Otherwise, you’re better off splitting up the clips into appropriate pieces. Remember, podcasts aren’t live so they shouldn’t be treated as such.

If your show contains celebrity interviews, consider putting these clips separately. They grab headlines (and downloads!) and jump off the screen when a listener is considering what to play. Celebrity interviews can be polarizing goods – the listener either is dying to download it or doesn’t care about the celebrity at all. So this is a strong way to gauge how effective the segment is.

Do you have a popular segment? Maybe listeners want to ask a host questions that wouldn’t mesh well with the wide-range audience that radio caters to. Consider expanding that on a podcast. That may mean producing an additional 10-15 minutes of content per week, but it can pay dividends down the line.

Finally, your podcast is a great way to reinforce your radio brand – with jingles, segments and catch phrases. Use it. Promote it and put it on social media. It’s the easiest way to expand.

Podcasts don’t need to be seen as in competition with radio. In fact, by following some of these guidelines, your podcast can be a huge complement to your radio show.

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