The growth of podcast consumption has led to a huge increase in the number of podcasts.

Apple podcasts reached 1 million podcasts in early 2020.

In this episode I draw out some of the nuances of creating content for audio.

What might be the considerations for a winery that would like to start their own podcast.

And how do I make my podcast content unique and how do I maintain my authentic voice?

While you’re here watch my FREE Training:

REACH AND ENGAGE THE LONDON WINE TRADE WITH A SHUTDOWN PROOF SOLUTION

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Episode Transcript

Listen, I think the first answer to this question is kind of what I’ve just intimated before, podcasting is social media, the whole thing around low barrier to entry, it exists for podcasting, but it exists in exactly the same way for Facebook or for Instagram. And arguably, the barrier there is even lower.

So, anyone with a computer or anybody with a phone can get an Instagram account and start posting things and can get a Facebook account and start posting things. So I think we’re just in that same sort of ballpark, really. It’s not really anything different.

Okay. And then that low barrier to entry, whether that’s a good thing or a bad thing, I think it all depends on the marketplace because, yeah, you have a marketplace for people’s attention. You know, are people listening to to what you’ve got to say?

If we tried to bring it back to a wine perspective, I you know, I personally think that a lot of time when people in wine are creating content, they can wear their knowledge quite heavily, they can get into production details and they can I think they can get into tasting notes and they can get into a lot of areas where potentially the end consumer isn’t actually that concerned with. And will wine do that with podcasting? I think that’s maybe the bigger question. You know, what is the tone?

If a winery starts a podcast, what is the tone that they’re going to take with that podcast? What is their voice going to sound like? You know, I think a lot of times people have an idea of brand and they know what the kind of look and feel. I mean, even just that phrase look and feel. It’s a visual thing. You know, what does your brand sound like? How authoritatively do you want to be talking about wine? Or do you want to go the other way? Do you want to kind of adopt a more kind of friendly voice? Is it something that you’re trying to draw people in?

You know, I tried to go for a relatively informal approach when I’m doing interviews. So I don’t overly prepare. I don’t sort of have things scripted. I like to feel that my episodes are like a conversation. And I always try to include the listener in that conversation. I always try to have the microphone essentially be the third person within a conversation, apart from having a one to one with somebody and then somebody who’s listening later on, they will then be in that third position. You know, they’ll be the third person in the room, the fly on the wall or whatever you like to call it, and they’ll then feel included in that conversation.

So that, I think, is a is a powerful thing. And yeah, I think it’s one reason why I’ve had some success at drawing people in, because they don’t feel necessarily that there’s a barrier between them. They don’t feel necessarily that there’s kind of lots of information that’s that’s that’s put on there or that we get too technical.

We do often cover quite technical information, but it’s covered in a I think a sort of fairly accessible sometimes light hearted way. But I don’t encourage people to think as though they’re talking to the trade. I just encourage them to be themselves and just to talk as though they would talk to a normal human being.