What makes a podcast stand out? What lessons can we learn about one of the hottest mediums in content?

A recent audio panel at a Globe Content Studio event featured top producer talent at The Globe and Mail, who analysed the shows that captivated them this year. Their feedback provided insights on how the organisation thinks about audio.

Here were some key takeaways.

Get specific

“More and more, as bigger companies get into the game of podcasting, I’ve been finding more shows for everybody, which to me means shows for nobody,” said Kasia Mychajlowycz, podcast producer for special projects at The Globe.

It’s a trap not just for podcasters, but marketers too. Trying to cast as wide a net as possible to broaden the appeal ultimately leads to a show that is vague and disingenuous. Consider something more niche; it can still have impact and get you the loyalty buzz needed in a crowded space.

As is always the case with storytelling, the goal is to be audience-driven. Think about making a show for a specific person. It can still appeal to a large group, but consider who the show is ultimately for. What would this person know about this topic? What will be exciting to them?

For The Globe’s true crime podcast In Her Defence, for example, the focus was women in the justice system. Mychajlowycz knew most of the listeners would be women, so when she was scheduling episodes, she thought of those female listeners.

“Sometimes this means there’s stuff I don’t need to explain to her, and others I do. But it brings a specificity to the work that even if you don’t fall into that target, you are capable of appreciating the authenticity,” Mychajlowycz said.

Lean into your strengths

While going niche can work for special projects, it might feel like the wrong approach in other categories such as news, one of the most crowded topics in podcasting. With a daily news show, you are trying to be something for everyone because the aim is to reach a wide audience, said Adrian Cheung, senior producer of The Decibel, The Globe’s daily news podcast.

We live in an era of peak content. However, even though the market is saturated, identify your strengths to stand out and create something unique.

The Globe knows what sets it apart: “We excel at Canadian news, Canadian politics, and business and economics. Why reinvent the wheel when we have some of the best reporters in the country doing those things and we can leverage their experience, their knowledge and their ability in front of the mic,” Cheung said.

The key is to establish a promise to your audience. What can they depend on you for? For The Decibel, it’s one big story a day, in 25 minutes or less. For you, it might be different, but pay attention to your user data, your time-spent metrics and your audience’s interest.

Use existing assets

Trying something new? Consider how to leverage what you already have, whether it be an existing show, a devoted audience, or a likeable host.

“The always-on model for a show can be intimidating, labourious, and take up a lot of resources,” said Kyle Fulton, podcast producer for Globe Content Studio, whose work involves a lot of season-based shows like the personal finance podcast Stress Test and urban planning show City Space.

While these shows have been running for many seasons, he cautioned that podcasts are a slow burn and most of them take a while to build an audience.

How do you make something you’re proud of but will also find an audience quickly?

“If you have it, use your committed audience to spin off,” Fulton said. This can include leveraging existing feeds for other shows and bringing hosts or other recognisable guests into new projects.

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