In the era of the digitalised world, podcasting has become a tool to reach more audience and to provide more in-depth discussion and analysis of many topics.
Podcasting has become a popular choice among journalists and other content producers looking to connect with a wide audience.
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So what makes a podcast successful?
While researching, planning, structure is all important, content is still king.
Just a few years ago most media organisations used mainly one main platform whether it is TV, radio or newspaper. But now digital and internet technologies have allowed all these media organisations to branch out.
SBS Radio’s language programs, for example, have started experimenting with podcast catered for non-English speaking audiences in Australia.
(Carlo Oreglia, SBS Radio Producer. Image: Hassan jama)
Carlo Oreglia is a producer with Italian language at SBS Radio. He recently produced a four part series podcast called “The Bug Whisperer”.
It is a story of an Italian immigrant in Australia, Dr Paola Magni, who has a unique and strange profession as a forensic entomologist who investigates crime using insects as her guide.
The podcast is mixture of a story about crime but also about immigration, two topics that fit with SBS’ audience as well as with the general audience, as popularity with other crime podcasts like “The Teacher’s Pet” shows in Australia.
(Dr Paola Magni. Image: Provided)
Carlo says those two elements were keys to the success of the podcast and the reason it resonated with the audience.
“It resonated with audience because of the element of quirkiness, kind of strange and difficult to pigeon hole. It is a story that starts in Italy and ends up in Australia so it was kind of global story with elements that are really at moment resonating with Italians who are struggling to find work,” he said.
Carlo says research is the first step to find out what works and how to connect to the audience
“I was definitely sure that there was interest because I did a research before starting on a most downloaded podcasts and it is very clear that crime stories that was 2 years ago but are still truer now. Crime stories, unsolved homicides are very popular,” he said.
Other ingredients to the success of The Bug Whisperer includes its uniqueness and its ability to offer a perspective on a topic that has been explored many times.
But one of the most important element in a successful podcast, according to Carlo, is in enjoying the freedom to be bold; this is what separates podcasts from the traditional broadcast media where you are restricted either by time or style and guidelines.
“Podcasting is not as conservative as radio. You explore new narrative way of telling story. You can do things you wouldn’t do in your broadcasting profession and I think public and audience appreciates that.”
