In this week's episode Justin and Celine have a special guest, Fatima Zaidi of Quill Inc. If you're a podcaster looking to elevate your show, you won't want to miss this insightful interview. Fatima delves into the world of podcast analytics and explains why measuring engagement, demographic data, and B2B analytics is crucial for success. During the discussion, Fatima also highlights her company's innovative hosting and analytics platform, CoHost. This platform offers an all-in-one solution that combines various services at an affordable price. It's a game-changer for podcasters who want to streamline their operations and gain valuable insights into their audience.

Fatima Zaidi is the Founder and CEO at Quill Inc., an award-winning production agency specializing in corporate audio, and CoHost, a podcast growth and analytics tool. As a member of the National Speakers Bureau, Fatima has spoken at various events around the world on media and tech trends leading her to keynote on world stages alongside speakers like Gary Vaynerchuk. In addition to being a commentator for BNN Bloomberg on the challenges that female and BIPOC founders face in entrepreneurship, she is a frequent contributor to publications including The Globe and Mail, and Huffington Post, and has also been featured in publications like Forbes, Inc, Business Insider and Entrepreneur. Over the past few years she has won two Top 30 under 30 awards, the Young Professional of the Year by Notable Life, Veuve Clicquot’s Bold Future Award, The Women in Content Marketing Award, and one of Flare Magazine’s Top 100 Women.

What we discuss:

[00:00:00] Fatima discusses the importance of focusing on community engagement rather than just download numbers and shares the benchmarks for average consumption rate.

[00:06:01] Fatima explains the purpose and features of CoHost

[00:10:47] Fatima breaks down the three main measurements for podcast analytics: consumption rate, demographic data, and B2B analytics.

[00:18:38] Fatima explains the incentives for brands to start a podcast, including the opportunity to connect with consumers on a more intimate level and the quantifiable increase in brand consideration and purchasing intent.

[00:20:35] Fatima and the hosts discuss the importance of trust in podcast advertising and how it influences purchasing decisions.

[00:23:14] Fatima shares the story of a successful open banking podcast and emphasizes the importance of creating niche content to build a natural community of listeners.

[00:27:58] Fatima suggests repurposing podcast content as part of a 360 content strategy, including converting audio programs into YouTube videos, transcripts into SEO-formatted blogs, and creating bite-sized video content for social media.

Episode Resources:

Fatima Zaidi | Website

Fatima Zaidi | Instagram

Fatima Zaidi | Twitter

Fatima Zaidi | Podcast

Fatima Zaidi | Facebook