So now we’re going to dig into what actually works with content. There are all the things that don’t work. Now, I want to give you some help here in actually creating killer content. And what I call it is value-driven content. This is the word I’ve come to look at from here, where we want to create value-driven content. And I’ve drawn this little chart here of what value-driven content needs to look like to actually be a successful podcast. And I’ve got a Venn diagram drawn up here. And in the center is what I call the sweet spot.
So number one, our content must be in line with our business. So when we look at it, is our business the natural progression from the content we’re making, number one. Number two, is it actually has to be entertaining. Podcasting is a unique medium where it’s almost like infotaining, where you’re trying to educate and inform and offer things, but it actually has to be entertaining. People want to come back for entertainment. And I always think back to like, I had different teachers in high school, actually I’ll use a different example here. Have you ever been to an event, a multi-speaker event, and it’s like some speakers you just love listening to and they’re really entertaining and you learn something? And then others, it’s like time is standing still, it’s like, oh, this is just going forever. And it’s that entertainment factor that really makes the difference there. So you’ve got to have something that would have people be entertained.
And then the last one over here, and I would argue probably one of the most important is that your content has to solve problems and or improve the life of your audience. And that’s a broad term we’re going to go into deep, but this is what you’re trying to create when it comes to creating content that will convert. So you’re aiming for that sweet spot with everything you make. And you know what, if you record something and you’re like, I didn’t hit this, don’t publish it. Don’t put it out there because it’s likely to actually move people away and I suppose do damage to the brand you’re creating.
So in line with business, which we’ll tackle the first one here, really, really simple that it’s like your podcast should be the natural progression and next steps. So maybe if you’ve got a, let’s say, a fitness podcast, right? You’d want to have a fitness business. And if you are specifically selling, let’s say, weightlifting in your fitness business, then your podcast would want to be about weightlifting. I wouldn’t want it to just be about things that maybe only a few people could relate to because we’re up to that really strong relevance point there.
Now, if you’re in business and you’ve got, let’s say, your audience is business owners, then that specific segment you cover has got to be in line with the content you make. You’ve got to really get that synergy strong and I’m sure everyone on this call, you’re all super smart people, will be absolutely in tune from that but just make sure you haven’t fallen too broad. The next part is entertaining, and this is a component I’ve recently put a lot more effort and energy into but these are the points I think when it comes to entertaining content. This is what you really want to be digging into here.
So the first one is, for content to be entertaining, it has to be relatable. So if I got on this podcast, I’m sorry, on this training, and I was just talking about how my diamond shoes are too tight, and you know, it’s really hard to park a Ferrari, then all of a sudden, I would lose any relatability with you all because you go, he’s not like me. And relatability and getting people to know you are really important components of podcasting because when someone subscribes to a show, there’s a relatable element or something they see in you that they want for themselves, and it’s connecting on that, that does make you entertaining and someone they want to pay attention to.
The second part is there’s got to be some drama or friction. And when you think about it, just like, you know why we can all sit through an Avengers movie? You know why we keep going and watching series like Breaking Bad and Game of Thrones? It’s because there are things that happen, the good and the bad side of that drama plays a really vital role. So if you’re doing solo episodes, you know, you’ve got to share the dramatic experience, you’re going to talk about those things and the good and the bad. And so they can come in and be an entertaining component.
The next part is it’s got to be interesting. I’ll use a funny example here, at 4AM this morning, right, I’m trying to work out, we’re going there. It’s like, you know, what’s the normal amount of poop for a baby to actually produce? I’m trying to work this out, because like, how do you know? I don’t know this stuff, and so this becomes a really interesting topic. So I’m literally, at 4AM this morning, listening to a podcast on this topic, and I’m hanging on every word because I’m interested in that topic. Now, obviously, that’s a daily example there and a new one as a new dad here. But it’s been phenomenally, really powerful to understand in my own behavior is that it’s an effect you can have on your content.
So if you can make your content really interesting and desirable to your audience that plays a huge role in that entertaining component. And then the last part here is like, what’s coming next; that cliffhanger. And I think Game of Thrones would probably have to be one of the best ones at this, where at the end of the episode, you cannot wait for the next episode, you want to know what is going to come from there.
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