During the recently held #CommunityBroadcastingAfrica online forum on ‘Community Broadcasting – Use Podcasting To Maximum Leverage’, Mr Ken Ansah – the Chief Operating Officer at The Multimedia Group, was asked to share his insight on various strategies that community radio stations can employ to convert their existing content into podcasts. Additionally, he was asked to provide insight into processes aimed at attracting audiences and advertisers.
Mr Ansah retorted that planning was an essential and most critical element to podcasting, especially when converting linear content to podcasts. According to Ken, content needs to be engaging; therefore, the time it takes to curate the content will reflect in the final product. The final product and audience engagement are what would, in turn, attract advertisers.
Should a station choose to curate their content into podcasts, they need to remember that to reach monetisation of the content; one has to think beyond just curation and creation of content. Therefore, the promotion of podcasts is just as vital as ensuring that the podcaster connects with the listeners and prospective listeners.