Protecting Your Podcast Voice - PTC307

There is one way to stand out from the crowd in your podcast niche. Most people think the solution to creating unique content is creative or better content. That isn't the case. Your content can be copied. You become unique by the way you present the content.

You've heard it often. Content is king. Well, content isn't king.

Content by itself won't gain you an audience. Content isn't king. Great content is king. Unique content is king. Your presentation makes that king one-of-a-kind.

I learned this early on in my radio career when my program director told me to stop copying everyone else.

On-air radio talent, a.k.a. DJs of disc jockeys, get critiqued on a regular basis by their program directors in meetings called aircheck sessions. In these one-on-one meetings, you listen to your show and your PD gives you suggestions to make it better.

Nobody likes to be critiqued. However, if you understand that your best interest is what it is all about, your show gets better.

We had just launched a new station playing alternative music of the early 90s. New Order, R.E.M., Depeche Mode, Natalie Merchant and 10,000 Maniacs, and so many others. It was a great time.

I had moved across the hall from our active rock station. At that station we were playing Metallica, Pearl Jam, AC/DC, Motley Crue and the rock tunes of the time.

Even though I had made the move to the alternative station, my style and delivery was still influenced by the DJs on the rock station. I was using the lingo, cadence and content that I had been using over there. It was natural to me, but didn't fit the style of the station.

As we were listening to my show in that aircheck session, my program director pointed it out. She said, "That line is really a rock thing. Why don't you leave it to them and do something unique? Be yourself." That is when I took the first step in really developing my own style.

Everything I was doing to this point was simply a derivative of someone else. I was a cliché, a poor knock off.

Why would anyone listen to me when they could get the real thing by listening to the original?

From there, I took my content and made it original. It was on the road to becoming great.

Over the years, my style and content developed. I became myself. That is when my show finally became #1. My content was original and fresh. Nobody else could copy it, because it was my authentic self.

Before you can get to your unique self and unique content, you need to have great content. People need to care first.

If your content isn't great, nothing else matters.

The production of your podcast could be the best available. You could have all the bells and whistles available in your studio. The marketing of your podcast could incredibly creative and unique. However, if the content isn't great, no one will care.

Once you have your great content, don't simply go through the motions creating your podcast. Find a unique angle. Your take on the subject should be interesting, personal and full of stories. Make your content stand out using creativity and personal revelation.

It is just like this example. I could tell you to create unique content by being yourself. But 20 other podcast coaches could do that as well.

How many can tell you they have learned this example through 30 years of radio experience and by actually learning it first hand while transitioning from one radio station to another?

I have had the #1 radio show in the market for 20 years. In fact, more people listen to my show than any other show on the radio in the state. And I'm not even on in the mornings during the time when most people listen to the radio. I'm on a 10-year run.

Be you and win.

Content won't attract an audience unless it is great content. When your content is great, you become king. But you won't remain king unless that great content is unique content. Make it happen by being yourself.

There are five key areas of focus when creating great and unique content.

That's right, of course, like I said, obviously.

If you find yourself saying "obviously" or "of course", you are making one of two errors.

The first error is repeating yourself. If you are saying "obviously" because you feel everyone already knows the information, you are wasting your breath. There is no need to say it. Everybody knows it.

I may say, "The sun comes up in the East, of course." Everyone listening to me knows the sun comes up in the East. There was no reason for me to point out the origin of the morning sun.

"Of course" gets thrown in, so it didn't look like I was trying to teach you about the sunrise. I didn't want you to think I just learned that. "Of course" plays it off.

Instead, just say, "Because the sun comes up in the East, ..." or something simi...