Monday Memo: When Anyone Can Make Content, Why Should Anyone Listen to Yours?
By Holland Cooke
Consultant
The Wall Street Journal recently described what it calls, “The Trillion Dollar Race to Automate Our Entire Lives.” Artificial Intelligence is rapidly evolving from something that answers questions into something that does things – researching, writing, analyzing, organizing and creating. WSJ describes a coming world of personal AI concierges capable of everything from executive presentations to filling out March Madness brackets. For podcasters, there’s opportunity here. And a warning.
Podcasting already had a low barrier to entry
AI is lowering it to almost zero. Research a topic? AI. Outline the episode? AI. Suggest questions? AI. Write show notes? AI. Create social posts? AI. Identify clips? AI.
Result: Even. More. Podcasts. So merely having one becomes less impressive. More consequential is how AI changes the value of information. The Journal quotes one Silicon Valley investor saying how travel, vacation research, newspapers, email, grocery shopping, music recommendations – essentially everything he wants to know – now goes through AI. That should make anyone producing an information-only podcast squirm. Why listen for 37 minutes to “Five Ways to Save Money on Your Next Vacation” when I can ask an AI and get the answer in 10 seconds?
As information becomes abundant, perspective becomes valuable
“Here’s what you need to know” becomes less compelling than “Here’s what happened to me.” Or “Here’s what I think everyone else is missing.” Or “You won’t believe what my guest just told me.”
And interviews may actually appreciate in value. AI can synthesize what thousands of people have already said. But if you get someone to say something new, you have created primary-source content. Which makes the skilled interviewer more valuable. Not “Tell us about your new book.” Rather, “Something you wrote on page 173 surprised me…”
There’s another implication for authority podcasts – those hosted by lawyers, financial advisers, realtors and other professionals hoping listeners eventually become clients. AI can dispense enormous amounts of expertise. So simply demonstrating “I know stuff” won’t differentiate you. Instead, the podcast lets prospects audition YOU. Do I trust this person? Does she explain things clearly? Does she understand people like me? Would I want to work with her? That makes personality, empathy, storytelling and point-of-view more valuable, not less.
AI should make podcasts shorter
If it saves hours of research, preparation, editing and repurposing, spend those savings creating 10 compelling minutes instead of 45 windy ones. Because the scarce commodity is no longer content. It’s the listener’s time.
So, use AI aggressively behind the microphone. Let it research, transcribe, organize, summarize and repurpose.
But protect what happens to the microphone. Let AI do everything that listeners don’t care who-did. Protect everything they listen to because YOU did it.
“And thanks…”
…for all the feedback for this month’s series on optimizing commercial copy, the finishing touch on the work that pays for us all. If you missed any-or-all, I have assembled these columns as a free E-book, “The Outcome Method: A Storytelling Framework for More Effective Local Advertising,” which you may download and share: https://getonthenet.com/TheOutcomeMethod.pdf
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
Running a successful radio station, hosting a show, or producing a podcast is a lot like hosting Thanksgiving dinner. You need a plan. You need to deliver something satisfying to a crowd with varying tastes. And most of all – if you get it right – you’ll have leftovers you can turn into even more value long after the main event.
am to 1:00 pm program will “take a closer look at a variety of issues important to the greater Baltimore area, leaning on her extensive network to bring Saturday listeners interviews with key newsmakers.” WBAL director of programming Jeff Wade states, “Jayne brings a wealth of knowledge to the microphone built on decades of experience asking the tough questions and holding those in power accountable. I’m excited for her to bring that same tenacity, inquisitive nature and passion to WBAL’s Saturday lineup.” 
WTN is one of America’s best live and local talk stations in one of our nation’s best cities. You need to be relevant and able to talk about local and national issues, weave through interviews and audio seamlessly and handle segments and hours with or without phone calls. This isn’t a job for a beginner, but a seasoned professional who knows how to entertain and inform! 
