Just like a concise overview of an article, the podcast summary and description both play a vital role in your ability to attract and inform a potential subscriber. These tags should be a branding/marketing tool, and must convey the overall objective of the show in order to be effective.

Recognize that the <description> works in tight coordination with the title, podcover and the author/artist to make the case for subscription. It is also important to recognize this information is metadata and used during searches. Thus, iTunes will use the available information when an iTunes customer uses the search functions in the iTunes Store. So, as developers, we need to be attentive to what we place in the <description> tag to maximize searchability.

Just like the <itunes:subtitle> tag, the <itunes:summary> tag data is designed to be displayed in the iTunes podcast directory only. In the iTunes podcast Directory the summary information will be used as a podcast description, too. As a sidenote, if the <itunes:summary> tag is not used, then the iTunes software automatically looks for the default <description> tag.

What are the characteristics of a well-planned and executed <description> tag? Provided are a few excellent examples of what a polished overview looks like with a few comments on some potential sticky points or observations. Undeniably, there is too little space to cover some of the truly great sermons that are accessible in the <description> tags found in every directory of podcasts, but I’ll leave it to you the reader to find them–it won’t take long.

Three key ingredients provide a starting point for the Podcast Engineer in the pursuance of the ever-elusive overview that will capture the attention of a wandering channel surfer.

• The overview should be concise: A well-written overview should be nomore than 500 characters. Shorter is better!
• The overview should be informative: It should include key elements of the podcast that the target audience finds irresistible.
• The overview should be branded: It should have an interesting tagline, call to action, or even a Web address.

Can you identify any of these key ingredients within the example below?

<title>MacCast - For Mac Geeks, by Mac Geeks</title>

<itunes:summary>The enhanced AAC edition of the show for Mac Geeks by Mac Geeks. We cover everything Macintosh. Keep up to date on the latest Mac news, topics, and rumors. Throw in a good dose of helpful tips and listener questions and feedback and you have the MacCast. Enjoy.</itunes:summary> (261 total characters)

Note: Some folks may not know what enhanced AAC is and wonder what the big deal is. See Enhanced Podcast Episode Development for details.

The subtitle tag is a sort of refresher - an abbreviated summary about the podcast focus–that should be quickly identifiable and to the point. Being brief means the general rule of thumb for a character limit in the <itunes:subtitle> tag is set to 60. This allows enough space to create an effective overview of the content and focus of the podcast without being overbearing. What’s more, with a little creativity, we can use a tageline or a slogan in our <itunes:subtitle> to brand the podcast even further.

From my Descriptive Data Reference Guide I have outlined some basic guidelines to follow:

<itunes:subtitle> Goal: Compose a distinctive tagline to apprise audience of show focus.

<itunes:subtitle> Guideline: With a little creativity,  a compelling tagline should be composed for the <itunes:subtitle> tag to brand the podcast and further clarify the focus of the show. What is a tagline? A tagline is a memorable statement used to build a brand. Tagline’s must be concise, compelling, and convey unique value at a glance. Keep the audience, a podcasters most prized asset, interested in the show with a tagline that clearly reminds a subscriber why the show remains important to their time. It should be noted: a tagline should not be confused with a slogan, although one can be composed for use in this space if desired.

<itunes:subtitle> Standard: 60 character limitation and directly correlate with the podcast <title>.

Note: The <subtitle> tag metadata appears in the Description column in itunes.

To get a basic direction on using the <itunes:subtitle> tag let’s look as some very effective uses of it using some actual podcasts.

<title> Grammar Girl’s Quick and DirtyTips for Better Writing
<itunes:subtitle> Quick and Dirty Tips for Better Writing

<title> Read/WriteTalk
<itunes:subtitle> The People behind the Web

<title> Rough Guides Podcasts                
<itunes:subtitle> Rough Guides Podcasts from http://www.roughguides.com

<title> Generation Church                
<itunes:subtitle> Weekly messages from Generation Church

The above examples are concise, provide enough relative information to help a subscriber understand “why” they subscribed in the first place, timing of the podcast<episode schedule, “weekly”>, and where to find more information<URL or other information>.

Now let’s look at some poor examples of the <itunes:subtitle> tag:

<title> Crackle: ‘Penn Says’ for iTunes            
<itunes:subtitle> Opinions and Rants

<title> NPR: Technology                  
<itunes:subtitle> Technology. The best of Morning Edition, All Things Considered and other award-winning NPR programs

Any idea who Penn is? So he rants and has an opinion - so do I. What unique value does the podcast offer to my hectic life? NPR is a great resource, but why do I care what shows the stories come from? And besides, technology by itself is an awefully broad subject. I need some direction to keep coming back.

I hope this helps demonstrate how the <itiunes:subtitle> tag can be effectively used to engage an audience.

What is a slogan and how does it differ from a tag line? Well, that’s the magic question. Let’s dive in a get the terminology straight so that each can become a valuable asset in your branding bag of tricks. As a starter, a slogan should follow the over-reaching goal of the podcast business strategy. It should also be quick to recognize and be an irresistible call to action.

One of the most well-known and effective slogans today belongs to Nike. You only need hear it spoken after initial contact to remember the company. Just Do It. ™ The difference between a slogan and a tagline is in how it is used. The phrase Just Do It. ™ doesn’t tell us what Nike manufactures nor does it reference to specific product. It is, however, affectionately memorable, rolls off the tongue with ease, and advances an idea or image. This is the first distinguishing characteristic of a slogan. What a beautiful example of how a slogan can make immediate impact and remain with us for a lifetime. The second characteristic of a slogan is that it is suited to work within a larger branding strategy that applies to all product lines and a broad corporate messaging strategy—rather than to singular items. Here’s the concept using two of our title examples -

In this example, we’re trying to cut characters. We want to get down to that average of 26. The second part is that we’re trying to be clear about the information and its value.

BrainCast: Fight the effects of aging (38 characters) - Tagline
BrainCast: Food for a healthy brain (36) - Tagline
BrainCast: Food for the brain (30) - Tagline
BrainCast: Get Stimulated (25) - Slogan
BrainCast by BrainReady (24) – Reinforcement
BrainCast (10) – Solo

Inside the Magic: Anything and everything Disney (49) - Tagline
Inside the Magic: Dreams Come True (34) - Slogan
Inside the Magic: All Things Disney (35) - Tagline
Inside the Magic Kingdom (24) - Reinforcement
Inside the Magic (16) - Solo

The goal is to keep it as descriptive as possible, as short as possible in order to communicate effectively with the audience.

Lastly, the key is to keep working at solutions until you’ve exhausted all the possibilities and you feel confident in your final decision to solve your unique problem. Time spent working out the intimate details of your product will save valuable time in the future, whether it be development decisions, marketing, branding, or selling your product to an entity who sees value in your creation.

A tagline is not necessarily a <subtitle> nor should be confused with a slogan. Why? Let’s discuss what a tagline is and why it’s important to our podcast. Then we’ll move on to slogan to differentiate the two in another thread (Tagline vs. Slogan). Branding at its best starts with capturing the attention of a potential customer or client and then providing informative particulars that identifies the product.

A tagline is not a brand - it is a unique statement used to build the brand. A tagline can be used in conjunction with a company name or with various products. Wherever a tagline is used, it must be concise, compelling, and convey unique value. The following examples are taken from the 2008 product campaigns on the Apple Web site. Each tagline conjures a specific message and call to action while being very specific to the product to which they are attached.

Leopard Mac OS 10.5 - Add a new Mac to your Mac
Mac Mini - A little mini: A lot of Leopard
iPod Touch - Now there’s even more to touch
Time Capsule - A leap forward for backup
Final Cut Studio 2 - Editing Unleashed

Here’s a few examples where taglines are appropriately used:

TEDTalks - Ideas Worth Spreading
Living Green: Effortless Ecology for everyday People

Taglines used across productline

Grammar Girl: Tips for Better Writing
Get-It-Done Guy: Tips to Work Less and Do More
Legal Lad: Tips for a More Lawful Life

Keep the audience, your prized listeners and most valuable asset, interested in your podcast with a clear and specific tagline that clearly communicates your product or topic focus. It’s amazing what this little piece of text can do for your podcast if properly applied.

Rule 1 - Design experiences to increase subscriptions

Everything constitutes an experience - a podcast is no different. While content is the focus of our efforts the complete package must be developed properly to attract and engage our audience.

Rule 2 - Experiences don’t just happen - they’re planned

Nothing happens by chance! Success happens through intentional actions. Podcast development must be a structured process that has clearly defined goals and development strategies. If structure does not exist then we’re shooting from the hip!

Rule 3 - Design for the participant

There is no such thing as a “user” in the vocabulary of a podcast engineer! We structure our podcast to engage a participant in a meaningful experience. The experience must be crafted to meet their needs and desires–otherwise we miss the mark.

Rule 4 - Decipher the environment

Knowing how our media appears on software such as iTunes, Zune Software, or ZENcast Organizer is half the battle to good presentation. Individual devises like the iPod, Zune, ZEN, Nokia Nseries phones or even an Apple TV require an understanding of meta-data tag implementation within the various menus on each device. Knowing how we “satisfice” is critical to presenting our textual and visual content!

Rule 5 - Replicate good design

As Hillman Curtis so eloquently has stated, excellent designers “beg, barrow, and steal” to create the best designs. As professionals we should constantly be looking to each other for inspiration and “best practices” when developing our media. You now have a free pass to engage in the best form of flattery!

Rule 6 - Quality rules the day

William Edwards Deming knew the power of quality and so should we! Every effort should be employed to create quality media and never compromise. Our audience is an asset that should be treated as such even when success drenches our bank account! If it’s not good enough–it doesn’t get posted.

Rule 7 - Seek out and follow standards

What standards exist in the podcast medium? Very few. Those that do exist are proprietary (iTunes tags) or not followed. We’re on a mission to change that as they’re vital to the health of the podcast industry. Without standards, our industry will flounder and fall into entropy. Once they’re created though, we must commit to them and follow compliance. (Review Rule 6)

Rule 8 - Invest in high quality tools

We’ve all heard the saying “garbage in, garbage out” right. That principle applies here perfectly. As aspiring professionals we must always be increasing our production capabilities to create better media. This means investing in better tools is critical to creating more meaningful experiences.

Rule 9 - Test everything!

Using a prototyping model in our development workflow it is possible to create polished media that is far above our competitors. Through an iterative testing process it is possible to produce superior media. This is the most skipped-over step but the most critical!

Rule 10 - When you think you’re done testing - test again!

This pretty much says it all!

Note: These “Rules” are principles meant to provide direction to our efforts and not a constraining force. If the tribe has other suggestions I’d love to hear and incorporate them in the future.

For this post I want to focus on the often-misunderstood concept of a podcast. The primary focus is on helping all podcasters, be they veterans or newbie’s, develop more effective podcast metadata. To do so, a podcaster must first understand what a podcast represents. While this material takes a more technical point of view at understanding a podcast and an RSS feed – I hope that it helps to clear up any confusion.

What is a Podcast?

[ Podcast: Inspired by Apple’s “iPod” and fused with “broadcast,” a podcast represents a subscription delivery method that links to a collection of downloadable audio, video, document, or other supported media type, which form the foundation of a syndicated Internet “show.” Podcasting is supported by dozens of hardware and software vendors who make mobile media possible. ]

The best way I’ve found to define the terms podcast, subscription feed, and episode is to make them analogous to the components of a TV broadcast series. Well known examples include LOST, Boston Legal, and The Office, just to name a few. Each of these is commonly referred to as a “Show.” The show is an entity accessed through a unique channel on the television. NBC, ABC, CBS—all are well-known media channels that operate with local affiliates. These affiliates have a local or regional number, such as channel 7. Without knowing the proper access point we have little chance of getting the content. However, once we know the specific point of access, weekly episodic media is then available so long as we either adjust our personal schedule to view the episode according to the channel’s schedule, purchase the content, use a rental service, or digitally record the episodes from a media source. If we were to use XML-based metadata tags to define the TV hit series LOST it would look something like this:

[Example]

[LOST]
  <ABC Affiliate>
    <episode>3: Further Instructions</episode>
    <episode>2: The Glass Ballerina</episode>
    <episode>1: A Tale of Two Cities</episode>
  </ABC Affiliate>
[LOST]

In like manner, a podcast acts as a sort of “wrapper” by giving a show form and function in an Internet-based subscription model. The following represents the structure of a podcast.

[podcast]
  <channel>
    <item>episode</item>
    <item>episode</item>
    <item>episode</item>
  </channel>
[podcast]

Notice how each component matches exactly to that of a traditional broadcast scenario. This is not by accident. The only difference between a large media production (such as LOST), and a podcast like TWIT (This Week in Tech) is one of scope and delivery method. Once we apply the TWiT example to the podcast structure it is represented as follows:

[TWiT]
  <RSS Feed>
    <item>TWiT 185: Craig’s Lust</item>
    <item>TWiT 184: Hard Times for Hard Copy</item>
    <item>TWiT 183: Pirate’s Circus</item>
  </RSS Feed>
[TWiT]

What makes a podcast so irresistible is that it follows a traditional organization of mainstream media and then turns it on its head by creating a simplified means of finding, subscribing, and playback of media. In this new age of absolute mobility, podcasting reigns supreme in Time-Shifted media experiences. No longer tethered by a traditional television signal, desktop computer connection, or proprietary subscription plans from telephony carriers, a podcast liberates the masses, allowing anyone to experience media any place and at any time!

Note of Interest: If you’re ever in need of describing what a podcast is to a friend or an associate and need a nice visual aid, Podcast Tune-Up has a very nice podscroll that can be downloaded to help you. The Podcasting 101 podscroll is just the thing to bring the concept home as we educate the next generation of podcast subscribers. Note: While the individual .jpg image files can be used on any mobile device that supports image viewing, it has been optimized for use on an iPod Touch or iPhone. Link to download

While the development of a title may sound simplistic–it’s not! Much time an effort must be given to properly consider the options and the reasons for the final metadata. So important is metadata to a podcast that it can literally make or break the relationship with would be subscribers by not convincing them of its value or effectively point a subscriber to content once the subscription is in place.

First, what is metadata?

metadata: Referred to as descriptive data, metadata is literally data about data. In the context of a podcast, where the data is an audio or video file, metadata typically describes the date the podcast episode was published and provides a description of the episode to better inform the listener of its contents. Metadata is critical in the development of a podcast and should be implemented with great care to ensure search functionality and proper visual identification.

With that under our belt, let’s get started with a quick review of the important aspects of properly developing title descriptive data for both channel and title XML feed tags. The following title development standards and support materials represent various extracts from my forthcoming Technical Manual on Descriptive Data for podcasting.

Podcast Title

Task: Compose an appropriate show name to quickly attract attention and inform audience.

Standard: 60 character limitation and directly correlate with the podcast subtitle

Guideline: Create a title that is short, unique, easy to remember, and details the tone and focus of the podcast.

What’s in a name? Absolutely everything! It’s most likely the first thing that will bring attention to the podcast. This is true both before and after subscription. Additionally, the title will be visible in both the player organizational tree and on podcover artwork.

The title of a podcast show must attract the audience with a clear message and appeal for their consideration. Keep the name unique but don’t over-embellish: a poor title can potentially lose the listener and they may never subscribe. The title should be quick to remember, as short as possible, and detail the tone, emphasis, and focus of the podcast. Know the intended audience and work from there. So critical are the choice of words that they will be used as scan points after subscription as participants review their bins continuously in search of unique content. To maintain consistency in descriptive data, a “style guide” should be developed. A title should identify a podcast as clearly as a name identifies a person or a title identifies a book.

Episode Title

Task: Compose an irresistible headline to quickly attract the attention of audience and promote topic.

Standard: 60 character limitation and directly correlate with the episode description.

Guideline: The episode title should be short, informative, and stimulate interest.

The episode <title> is essential to attract the attention of potential subscribers, but above all else, it is designed to stimulate interest among subscribers around individual episode content. The item title should be distinct from the channel specific title and relate directly to individual show topics.

An episode title acts much the same way as a Web headline does. It’s a clear call to action—it compels a participant to investigate! Regardless of the podcast aggregator or directory a subscriber uses, they will analyze the information in the episode title to determine the value of the content. The title must provide an incentive to invest time in show content. With many other podcast feeds in a bin, if a title doesn’t peak interest subscribers may move on to another show. It is recommended that a controlled vocabulary list be used to maintain consistency throughout the show series.

—-

It is my hope that this simplified content will help both veteran and new podcasters better prepare title descriptive data for both channel and item tag data. Enjoy!

If you believe that metadata standards are necessary please post to the thread as to why you think they’re important and what standards should be adopted?

If you think that metadata standards specific to podcasting would be a waste of time please explain why?

If you’re lost as to what podcast metadata/descriptive data is then please ask for clarification.

I’d like to know the communities thoughts on the issue.

I know for myself that I believe metadata guidelines/standards are critical to improving podcast experiences. The podcast hype has now leveled off and stabilized. It seems to me that it’s time to get some bad plumbing out of the kitchen sink.

Here’s some reasoning on my part. I hate to look in my iTunes or Zune subscription bin as I find that too much of the metadata is unreadable or just plain uninformative. Descriptive data such as an episode title or description are almost always inconsistent. I also think the descriptive data looks downright crappy and most of the time the data is just plain useless to getting a bearing on specific episode content! In my opinion this lack of standards or development practices in the community lessens the experience both ascetically as well as providing useful information used to properly make a listening decision. This goes all the way up to large media corps like CNN and NPR, too!

To focus my frustration and solve the problem, I have set standards for all RSS metadata feed tags and readily teach them in my university course on podcasting, training courses, and in consulting work. Here’s one example taken from my <tag> reference sheet:

<item> Descriptive Data Guidelines

<title> Goal: Compose an irresistible headline to quickly attract the attention of audience and promote topic.

<title> Guideline: The episode <title> is essential to attract the attention of potential subscribers, but above all else, it is designed to stimulate interest among subscribers around individual episode content.  The item <title> should be distinct from the channel <title> and relate directly to individual show topics.  An episode <title> acts much the same way as a Web headline does - it’s a clear call to action - investigate! Regardless of podcast aggregator or directory a subscriber uses, they will analyze the information in the episode <title> to determine the value of the content. The <title> must provide an incentive to invest time in show content. With many other podcast feeds in a bin, if a <title> doesn’t peak interest subscribers may move on to another show. It is recommended that a controlled vocabulary list be used to maintain consistency throughout the show series.

<title> Standard: 60 character limitation and directly correlate with episode <description>.

My hope in all of this is that as I teach digital media students to pay attention to metadata they will see the value of proper development strategies and focus on a participants (subscriber) ability to make informed listening choices. I agree that content is king but man–it’s frustrating to have to wade through mounds of non-usable descriptive data in my podcast subscription bin to find something that interests me.

Am I on to something here? Or am I just nuts about nothing?

Regardless, I’ve compiled and made available a little metadata reference guide to anyone who would like to try out the standards that I’ve come up with. Let me know how your development experience goes -

Many times as designers, we assume the product is wrapped around our own desires or we place ourselves as the “Persona” to which design decisions will gravitate. Nothing could be further from the truth. While we may fit into the category of the “Audience”, we must first take ourselves out of the equation—completely. Digital media products must be tailor-made to fit a customer. As the designer, we must stand on the opposite side of the aisle of options as a unique observer in the selection and utilization process. We are also obliged to first respond to the needs, desires, and thoughts of our audiences, and then design around them.

Good experiences are planned and well thought out. Everything we do, weather it be reading a book, watching the television, going to the local GAP store, or enjoying a fine lunch at a local eatery; all requires that we enjoy our experience. If we don’t, well, we won’t go back—right? Why then is a podcast treated any different? I’ve prepared a sample section from the “The Podcast Engineer’s Guide to Podcast Experiences” to explain how an experience can be properly developed to attract and enhance the subscription environment. You may be surprised at the example used to make my point. I know that NME 2008 attendees in our hands-on training were. [see attachment below]

Finally, A podcast is definitely a bona fide product in the digital media market. Furthermore, it most certainly has an audience that has needs and specific desires that must be accounted for when developing the product. Moreover, the audience has a choice in what and when they decide to listen making it all the more difficult to plan and execute a winning strategy. However, if we’re paying attention to our development efforts, a good product will make our customer come back for more every time. Thus, our goal must be to produce a product that is an experience worthy of repeating.

For the community:

What specific aspects of podcast “experiences” are lacking? Which are attractive?
What aspects are in our control? Which are not?
What role does metadata, i.e., title, description, summary, etc., play in the podcast experience?
As a designer of an “experience” what do you feel you most lack in your quest to create a unique product?

I’d love to hear your comments on this topic and your thoughts on this unique approach to media development. Please post questions, comments, your own experiences, and even rebuttals as it helps us to better attack the problem of achieving the “average.” As a community we need, in fact we must, create a working partnership in educating one another about unique develop strategies. At least this is the hope of Podcast Tune-Up.

Note:Content taken from “The Podgineer’s Technical Manual to Podcast Experiences”. This guide will be available at a later date as an integrated piece in a forthcoming title. -

I had the opportunity to have a conversation with Rob Greenlee from the Zune Development Team concerning all things Zune and podcasting. Even though I knew the answer, from the conversation I sense that not only is Microsoft committed to the podcast industry, they’re making every effort to provide a robust experience as they continue to advance the Zune Software. So, as was twittered to followers and open for discussion by our community please consider the following questions. You may also add to the discussion to bring new ideas and information to the community -

Question: Rob would like to know if Enhanced Podcast Episode functionality is desired by podcasters and should be supported on the Zune?

Question: How many of you podcasters spend extra time fine-tuning your xml and embedded meta-data and testing it in various aggregators?

Question: What specific features are you interested in Zune supporting that may not be offered at this time?

Question: Have any of you tried the Zune Software and devices? What is your opinion of them overall and the podcast experience specifically?

Question: What is needed to advance the podcast industry as a whole? What are your needs and how can they be satisfied?

Ideas -