Podcast Pontifications

Big tech provided podcasting's first shot in the arm in the early days. In fact, big tech often provided the catalyst for several inflection points in podcasting's history. But recently, the tide seems to be shifting. 

Photo by Michelangelo Buonarroti from Pexels

Big Tech does not care about podcasting the way we care about podcasting. There. I said it.

Remember Twitter's big podcasting plans from just a few weeks ago? Now it's a pretty safe bet that those plans are all out the window as Twitter reshuffles to a new set of priorities now that there's a new sheriff in town. 

And remember a few months ago when Facebook let us link our podcasts' RSS feeds to our Facebook page? That fizzled out, and it's now "Metaverse or bust".

And now we're waiting to learn more about YouTube's plans for utter podcast domination. And we've conveniently forgotten about all other instances Google disappointed podcasting over the last two decades.

Paid subscriptions on Apple and Spotify haven't yet been widely adopted by a majority of podcasters. Will those tech giants shift away?

Social or drop-in audio apps are seeing appalling attrition and declining user rates. How much longer will those be around?

All of this reinforces my notion that Big Tech does not care about podcasting. At least not the way that you and I care about podcasting. 

So what do we do about it? Two ideas:

1. Out-rank apps & directories. You don't have to know a damned thing about SEO to own the #1 search spot for your show.  It's enough to write good content and create a fantastic on-page experience.

2. Own the relationship with your audience. That can't be taken away. But it means figuring out what you can create that's worthy of them signing up to receive and looking forward to receiving. 

That's just two things. Two things you can start working on right away to keep you from being at the whims of changing priorities, tantrums, reactions to perceived governmental overreach, or anything else Big Tech companies are wont to do. 

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Sponsored by:

• Captivate.fm, the world's only growth-oriented podcast hosting company

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Links

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• Twitter's big podcasting plans
• What would you do with $44 billion dollars?
• Facebook now imports podcasts' RSS feeds
• Facebook pivots away from podcasting
• YouTube's nothing burger event at Podcast Movement Evolutions
• YouTube's plans for utter podcast domination
• Slow adoption of premium podcasting via Apple or Spotify
• Spotify shifting social audio attention

• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

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Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

Captivate.fm

If you could save more time during your podcasting processes and put that time into audience growth, how big could your podcast be? Captivate’s dynamic show notes builder cuts the average podcaster’s show notes creation time down by 90%, and it's free to all podcasters hosting with Captivate. Get a 7-day free trial and move your podcast to Captivate in minutes at Captivate.fm.

Captivate.fm

Everyone agrees that pre-produced, lifted-from-radio ads suck on podcasts, and that host-read ads are the clear winner. But is that true for every podcast? More importantly, is it true for your podcast? 

https://podcastpontifications.com/episode/host-read-podcast-ads-arent-always-the-right-answer

I think we put too much emphasis on the idea that host-read ads are the be-all end-all for podcasting. 

Not that I have any doubts about the myriad case studies and the reports that provide ample evidence to the fac that yes, podcasting's host-read ads beat the pants off of just about every other form of audio advertising.

The reason host-read ads work really, really well is not because the host of the show is reading out the ad. Yes, I know that sounds weird. 

But it's not the host reading that does it. It's the audience trusting the recommendations of the host. 

A host-read ad is—and I know I'm oversimplifying, but not much—a recommendation. A powerful one, but that power only extends so far. It's delineated, more or less, by the domain of the topics and issues discussed on the podcast. 

I'd be heavily influenced by a car recommendation from the host of a car podcast. But life insurance? Nope. I'd listen to a birder podcaster tell me what binocular to buy. But their opinion on patio furniture is less important. 

And don't forget the myriad fiction, news, or straight-up educational podcasts where there isn't a strong and central host. In all of those cases, there's not even an option for a true host-read ad. 

Keep that in mind and look closely at the type of show you're producing before you assume that ad types other than host-read aren't applicable. They might be. And they might work even better.

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Sponsored by:

• Captivate.fm, the world's only growth-oriented podcast hosting company

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Links

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• Podcast advertising case studies
• Andrew Clews 
• Don Burnside
• Motoring Podcast
• White Roof Radio
• Suzy Buttress 
• The Casual Birder Podcast

• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

-----

Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Captivate.fm

Whether you’re a new or veteran podcaster, if you’re serious about audience growth then Captivate unique feature set and proven, deep-dive education should be the next thing you try. Get a 7-day free trial and access to Captivate’s Podcast Growth Labs at Captivate.fm.

Captivate.fm

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

Podcasting's purveyors of picks and shovels—the myriad service providers that make our space an actual industry—are filled with smart people. But smarts only gets you so far. What's needed is experience. 

I have a pointed, actionable message for everyone who works in the business of podcasting. If you work in the business of podcasting, you need to be a podcaster. 

If you're feeling called out right now, relax. I'm not advocating for your immediate dismissal. My position is that you should want to have your own podcast, either a solo show or a group effort, because being a podcaster will make you better at your job. 

It will accelerate your career trajectory. It will increase your value, present and future, and it will make you all the more resilient and able to withstand the upheaval our industry faces every single day.

By becoming a person who works in the business of podcasting and is a podcaster, you'll gain a greater appreciation for the role you play in the podcast ecosystem at your job that no amount of training can ever provide.  

By becoming a person who works in the business of podcasting and is a podcaster, you'll have more than just an appreciation of the effort it takes to put out a podcast; you'll gain empathy for the clients of your company who do. That empathy will lead to understanding, and understanding will make you more efficient and more effective because you'll know the crux points faced as a podcaster because you too faced them as a podcaster. 

But I do not care what your show is about, where you host it, and even if you can grow it. Sure, start on a free hosting platform. Collaborate if you can. But also try your hand at every aspect. Start with free tools. Spend time hanging out in online communities. 

All of that is valuable experience. Just don't worry about making a hit, finding sponsors, or landing big guests.

All you have to do is learn what it truly means to make a podcast. I assure you that doing so will make you that much more valuable to the podcast-related company you work for today, as well as podcast-related companies you might work for tomorrow.

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Sponsored by:

• Captivate.fm, the world's only growth-oriented podcast hosting company

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Links

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• GarageBand
• Audacity
• Descript 
• Hindenburg Pro
• Adobe Audition
•  Pro Tools
• Canva
• Twitter Spaces

• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

-----

Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

Captivate.fm

If you could save more time during your podcasting processes and put that time into audience growth, how big could your podcast be? Captivate’s dynamic show notes builder cuts the average podcaster’s show notes creation time down by 90%, and it's free to all podcasters hosting with Captivate. Get a 7-day free trial and move your podcast to Captivate in minutes at Captivate.fm.

Captivate.fm

Fishing where the fish are is a solid strategy, so using similar podcasts to promote your podcast is obviously a good idea, right? You bet! But like any marketing effort, what you put in determines what you get out.

Cross-promotion has been a part of podcasting since there were two podcasts. Cross-promo campaigns make up the backbone of growth plans for large podcast networks and are used by some of the biggest podcasters to increase the size of their audience. 

Let's start with a successful podcaster who spends $10,000/month on a successful cross-promotional campaign. But maybe you only have $1000 in your budget. Or $100. Will it still work for you?

Yes, but about 100 times less well. 

According to Dave Zorhob, co-founder and CEO of Chartable, the new listener acquisition rate for cross-promotions was 0.75%.

Not 75%. Point-seven-five. Less than one percent. 

With 10,000 impressions of your promotion, that's 70–80 new listeners. With 1000 impressions, it's seven to eight new listeners. And with only 100 impressions, you'll be lucky to get one new listener.

So why do podcasters do this if the math sucks so bad? At scale, that math works fine and it doesn't suck at all. 

Acquiring a lot of new listeners for $3 each makes sense if the impressions they generate over the course of a year are worth $7.50 or more. And that is precisely why big shows and big networks spend big bucks on effective cross-promotional campaigns. To increase their available and saleable inventory

If your show is on the smaller scale, or if you're not selling ads or have another hard outcome with your podcast that you can directly trace back to increased listenership, then the scale problem is real and probably out of balance for you.

But that doesn't mean that you should give up on running a podcast cross-promotion! A new listener or two is a new listener or two. Just understand the realities. And don't expect your listener numbers to skyrocket unless you've got big bucks to spend.

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Sponsored by:

• Captivate.fm, the world's only growth-oriented podcast hosting company

-----

Links

-----

• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

-----

Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

Captivate.fm

Whether you’re a new or veteran podcaster, if you’re serious about audience growth then Captivate unique feature set and proven, deep-dive education should be the next thing you try. Get a 7-day free trial and access to Captivate’s Podcast Growth Labs at Captivate.fm.

Captivate.fm

One of the ways we make podcasting better is by holding the people who work in podcasting accountable for doing better. I'm using my induction into the Podcast Hall of Fame to shine more light on that.

Image courtesy of Sheila Dee

In case you missed the memo, I was inducted into the Podcast Hall of Fame last weekend. For those who don't have ~2 hours to watch the video hosted on Libsyn's account of the entire event, I've isolated out just my bit for today's episode.

I talked a bit about the various perspectives of the people in podcasting. But the main thrust of my talk was about the perspective of people who are aware of podcasting but still aren't picking up what we're putting down. What do we look like to them? 

It's great that the diversity of podcast listeners is now nearly matching and in some cases exceeding the diversity of the overall country. But that's just listeners. Creators and service providers still over-index on the old white dude scale. 

I'm doing what I can to change that by leading by example. I no longer apply to speak at podcast conferences because I don't want to force a well-meaning conference organizer to choose between me or someone from an underrepresented group to be on the stage. Someone whose ideas, work, and opinions deserve to be heard by more people.

I'll speak at conferences if invited, but only after I do my homework. If (when)the headshots of other speakers aren't sufficiently diverse, I make them invite speakers from underrepresented groups. And if they refuse or are unable to comply with my request, I turn down the offer to speak.

I've much the same attitude when I interact with my peers in the podcasting industry, and I don't shy away from calling my fellow old white dudes out on their bullshit or their bad behavior. 

I'm not virtue signaling here. I call them out because I've been there, spewing similar bullshit or exhibiting similar bad behavior. A friend of mine once said to me, "You get away with so much because you're Evo." She was right. That wasn't good. And it's up to me to do better. I'm trying every day.

And because it was an awards speech, I thanked a bunch of people, like:

• Sheila Dee,
• Mike Mennenga
• NJ Unwin
• Tee Morris
• Mark Jeffrey
• Scott Sigler
• Chris Miller
• Tim White
• Brant Steen 
• Rob Walsh
• Gary Leland 
• Jared Easley
• Dan Franks
• Lance Anderson 
• Greg Jorgensen 
• Ric Gazarian
• Susan Schwartz
• Allie Press
• Sam Walker
• Bryan Barletta
• James Cridland
• Libsyn
• Captivate
• Maps.fm
• Scribl
• the BIPOC Podcast Creators community,
• 
  
• ... and the myriad people and companies I couldn't squeeze in. (Did I mention I was over time?)

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Other Links

• Over 100K active podcasters trust Buzzsprout 
• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

-----

Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

I give you, the serious podcaster, lots of things to think about. Not just about the future of podcasting, but how you can make podcasting better. Now I'm giving you another gift: some of your time back.

Image via RawPixel

This is the final episode of Season 4 of Podcast Pontifications. Yes, that's quicker than anticipated. But don't fret, because Season 5 of Podcast Pontifications will start on Wednesday, March 30th, 2022. And new episodes will drop every Wednesday following that! 

But only Wednesdays. As I've been hinting about in the last few episodes, this show is... a lot. And you've already got a lot going on as a serious podcaster. Asking you to spend 10 minutes listening to me, reading me, or watching me four days a week... it adds up. And I really want you to think about how the questions and concepts I bring to you on each episode impact your life as a podcaster. And it'd be great if maybe you could even put them into practice! I'm not making that easy to do when I'm shoving another question or idea into your brain 24 hours later.

So starting Wednesday, my philosophical deep-dives into the most pressing questions about podcasting for serious podcasters will switch to a weekly format.

I've shopped this around to a few people, including many I engaged with last week at Podcast Movement Evolutions 2022. So far, every single person I've shared this with has breathed a sigh of relief. They too are busy and it's been hard for them to keep up with the fire hose of content I shove out four days a week. 

Moving to a weekly publishing schedule means more great news: no month-long summer break for me in June, my birthday month (though if you want to buy me a present, feel free), and no Long Winter's Nap to where I don't put out episodes during November and December of each year. Nope. Weekly means weekly, and you can count on new episodes or newsletters (or both if you're really a fan) dropping every Wednesday morning at the standard publishing time you've grown accustomed to; 10:00 AM Phoenix time. 

If you're one of the few who opts to pay for a subscription(thank you very much for your support) on Apple Podcasts, Spotify, or via Buy Be A Coffee, you'll get the episode/newsletter a few hours before anyone else. So if you'd like to support the show and be an early bird, you have options!

Again, the first season of Season 5 of Podcast Pontifications will drop on Wednesday, March 30th, 2022. New episodes weekly after that. 

Thank you so much for listening to, reading, or watching me pontificate about podcasting all these years. I'm excited to keep on doing that, but now at a more sustainable frequency.

I shall be back directly with yet another Podcast Pontifications.

Cheers!

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

When people complete your latest podcast episode, what do you want them to do? Reflect on your brilliance? Bask in a sense of satisfaction? Or would simply remembering what you said 5 minutes later be enough?

Making your podcast memorable isn't easy. There isn't an easy-to-fill-out template or checklist to get you there. 

Even if you do manage the herculean feat of making a truly memorable episode, your memorable episode is in direct competition with dozens of other pieces of content your listeners are exposed to that very same day. And we quite literally cannot keep everything in our active memory. 

So what's the trick to making memorable podcasts? Here are a few practical tips that I use that you too can use 

1. Have a schtick. I know it sounds gimmicky. But if people are memorizing repeatable parts of your show, there's a good chance they'll remember other parts of your episodes too.

2. Be about one thing. If your format allows it, try to keep your episode to just one topic. Even if you have an interview show, you can ask your guest about just one thing. (And you can always invite them back to talk about more things!)

3. Reinforce and repeat. Don't assume the nuggets you or your guests drop will be picked up. Call them out. Make a big deal out of them. And then end with a recap of the key point for good measure.

4. Less is more. What you found fascinating in creator-mode may seem tedious and even boring to those listening in enjoying-content-mode. Try to take an objective listen before you make your final edits.

5. Don't flood your audience. By that I mean don't give them more to think about than they can handle. I've been guilty of this on Podcast Pontifications but I'm finally doing something about it starting next week. 

Stay tuned for more!

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Links

• Vocalize Inc
• Over 100K active podcasters trust Buzzsprout
• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

-----

Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

Podcasting is an audio-first medium consumed on devices that have built-in microphones. Yet the listening experience is reliant on eyes and hands. What would a voice-only listener experience look like? 

https://podcastpontifications.com/episode/a-glimpse-of-podcastings-voice-only-future

Building on my talk with the CEO of Vocalize, today we'll explore a "what if" scenario where podcast listeners only have to use voice commands to control their podcast listening experience. 

Let's first focus on the idea of reserving a memorable phrase for your podcast that when spoken aloud with intent or accompanied by an activation phrase does more than just take someone to your podcast.

Can it drop them into where they left off? If they're caught up, could it recommend a different podcast from your network? Or an episode of a different podcast where you were the guest?

I know such a service seems fantastical. And I'll grant you that today it is. But I don't think it always will be.

Today, we type in URLs—secret phrases—to get to a destination. It's not really a stretch to consider tomorrow we'll be able to speak a secret phrase—likely a different secret phrase than the URL—to get to a destination.

Should I also register make podcasting better? Or maybe Evo Terra's podcast? And will the system be smart enough to offer suggestions or request clarification if the spoken phrase isn't an exact match? 

One of the first tricks a solid voice-enabled podcast listing experience has to figure out is how to navigate through the episodes of the show. That's not going to be easy. But using voice commands to navigate within an episode might be. Commands like start, stop, and skip variety seem like low-hanging fruit, along with volume up, rewind 15 seconds, or even get details. Implementing these base-level, common interactions to a voice-only mode would solve the sudsy hands or back pocket problems of podcasting. 

Again, I'm spitballing here. I know it's a lot of work to make this viable happen. In fact, I think the bet is it will happen. And when it does, I think it will certainly make podcasting better. (Trademark Evo Terra! Just kidding.) 

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Links

• Vocalize Inc
• wannagetaway.com
• tires.com
• whoownswhoinpodcasting.com
• ihearthin.gs
• OttoRadio 
• Over 100K active podcasters trust Buzzsprout 
• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

• Got a podcasting service? Become a sponsor of Podcast Pontifications.
• Serious about podcasting? Join the Advancing Podcasting Community today!

-----

Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.