Podcast Pontifications

Every good presenter, blogger, or podcaster knows that each item produced (slide, blog post, podcast episode) should be about one single topic.

On today's episode, I explore that even deeper, giving you the concept of taking multiple episodes to cover a single topic and making all of those episode parts of a larger season.

Why would you do this? Well, it can lead to better podcasts episodes. Bonus, it can help you avoid burnout.

Also, I have a cold. Boo.

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.

This week, I'm focused. So, therefore, the conversation is all about being focused.

Specifically, I'm going to bring forth some ideas bring getting better focus to your podcast. Tips I gathered mostly from the last week when I was at Podfest in Orlando, which was my first time being at the event. I have to say this about Podfest: Hands down an amazing event. Thank you very much to the organizers for bringing me out and out. You probably should make plans to go attend pod fest 2020. Lots of excellent information at the show and some of that information this year had to do with focus.

Specifically, focus on collaboration to build your audience. Because you're not part of a big network and it's hard for you to grow your audience without a big network behind you.

The reason that the top 10 shows in the charts are all from big companies most of the time is because of something called "the network effect". The network effect means comes from an actual network of other shows working together to elevate a brand new -- or perhaps re-launched -- program to the top of the charts. That's hard for you to do because you are not part of a big podcasting network.

But thanks very much to my friend Dave Zohrob at Chartable, there is a way. His presentation was all about this, drawn heavily from an episode of his program -- Chartable Radio. -- with Multitude Productions' Amanda McLoughlin.

Amanda refers to this as the "DIY Network Effect". You're trying to replicate that effect by building out your own collaborative network. A network that exists so other like-minded shows can collaborate, share, and help a new show flourish.

Unlike a "real" network, the DIY Network Effect doesn't share resources. (You could if you wanted to.) The idea to get audience growth for a highly-focused, niche-appeal show. Candidly, your show is not something that the masses want to hear. The masses who listen to audio drama, or the masses who listen to random interviews, or even the masses who listen to funny comedy shows. Getting shows that do appeal to those audiences to mention your show is hard. Worse, all of that exposure isn't going to help grow your show. At least not in the same way it benefits the mass-appeal shows that do get mentions on the big networks. Those shows all have a focus and a theme. And your focus and your theme for your show are different.

So that's what you're going to do as well. You may not break into the Top 10 All-Time charts anytime soon. But you can definitely increase your audience. I've seen it time and time again by utilizing this focused network approach. Here's how you do it.

It starts by finding somebody you can collaborate with. One of the best ways to do that is to... well, go search. Yes, we know that search in podcast directories is terrible. But it's what we have to work with. That's step one: go search and discover other shows that talk about the same things you talk about on your show. Get a list five, 10, 20... whatever number you can come up with. The more the merrier, because not all of them are going to say "yes" to this idea.

Listening to those shows -- at least one episode fully -- is required. And make sure put your critical-thinking hat on as you do. Step from outside of your normal comfort zone and think as if you were a listener of your own show. Then ask yourself: Is this the kind of content I would be willing to share with my audience? It is similar? It is complementary? If it's not: cross that one off your list. If you're not willing to share the show with your audience, cross it off your list.

But if you are, then ask yourself a second question: Does this show seem like it might appeal to an audience who might like my content as well. And again, if that's a no: Cross it off your list.

Now you've got a potential match. Someone who makes a show you're willing to share, and someone with an audience you think might be receptive to your own content. Perfect.

So now... connect with them. How do you do that? Well, it's pretty darn simple to find out who is actually running a podcast. You click through to the website on whatever app you're listening to. You find the host/producer's contact information, and then you tell them (not in a form letter and not in some email blast you also send to 100 different people) how much you really liked their episode, and you tell them that you're a new subscriber. (Because you really need to listen to other shows to really make this work.).

Next, you offer up your desire to help them grow their audience, which helps you, in turn, grow yours.

If your show is an interview show, ask them to be a guest on your show. After they've had a great time guesting on your show, you offer this idea of being in this quasi-network -- a collaborative network -- where you help each other. One way to do that is with an episode swap. I did that recently with Mark Asquith. He has a show called The 7 Minute Mentor where we both "swapped" episodes recently, gaining exposure to each other's audience. Not as a guest (though guesting is a great idea too), but with the full show for the other audience to enjoy.

And if you really want to stretch the concept, go ahead and do your half of the swap ahead of time -- even if you don't know that you'll get reciprocation. Tell the host you did it, and then ask if they'd be willing to help your show as well.

Another great use of a DIY Network Effect is with "live" shows, where you book a venue and you record your show live in front of an audience. But your show may not have enough listeners to warrant the cost associated with that. So you collaborate with other podcasters who are in the same town to both share the costs and reap the benefits. Don't have other podcasters in your town? Look again. You'll be surprised. Ask if those hosts would be willing to come and share the stage with you. Make an entire evening of the event. Or an afternoon or a morning if that makes sense. You could even do it virtually if you wanted.

Finally, you could use your quasi-network to share advertisers and sponsors. Because if you don't have the audience to entice an advertiser, you can bring that advertiser to the others in this little DIY network you've built for yourself. Sharing the wealth.

All this is designed to bring your content to more people to grow your audience. And I really hope that you do.

If you need help with any of this, please get in touch. As you know, I launch podcasts for businesses and keep them out of the technical weeds. You can get more information at PodcastLaunch.pro and [email protected] reaches me.

I shall be back tomorrow with yet another podcast pontification. 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.

Triton Digital's Infinite Dial 2018 report is out, and there are lots of great nuggets that show just how much podcasting grew in 2018. On this short episode, I'll highlight the most germane points. Like:

• Big shakeup in Social Media Brand Awareness that businesses will love. LinkedIn gained "share of mind" to beat out Twitter! And while Facebook still commands a larger piece of the pie, it's shrinking, with an estimate 15MM fewer users in 2018 vs 2017. Wow.
• Smart Speaker ownership is soaring, now at 1 in 4 Americans. Even more interesting: a quarter of them say they own 3 or more smart speakers, which is up from only 11% in 2017.
• Online Audio is way up in all age ranges, but growth among seniors (55+) is staggering. It was 33% in 2017, but now it's at 40%!
• Really interesting to my former life: audiobook listening is up for the first time ever! It's been hovering at 44%, but the 2018 report shows it at a full 50%!
• Podcasting in-car is growing (duh) and now has reached parity with online radio listening (26%), which beats the pants of satellite radio listening!
• And while podcasting awareness was up to 70% from 64%, the pull quote of the article is this: More than half (51%) of the US population report listening to podcasts at least once a month. Hooray! And the individual demographic breakdown is interesting:
  • 12-24 grew from 30% all the way to 40%! Wow!
  • 25-54 also grew significantly, from 32% up to 39%. 
  • 55+ is up as well, from 13% to 17% in 2018. 
  
  
• But among self-reported Spotify listeners aged 12-24, we get this little nugget: in 2017, 32% said they listened to podcasts monthly. In 2018, now that Spotify has over 100,000 added, that usage has shot up to 52%! Holy cattle! If you list it, perhaps they will come!
• And finally, weekly listening (the brass ring to me) is up to 22% over 17%.

Every single number is great and shows what strides we made last year. And now, with the pouring of resources and increased attention, we should expect even more from 2019. Here's to making it happen! 

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'm Evo Terra, and I approve this message." No, I'm not running for office. But I do use the metaphor of politics on this short episode to better define the two camps I see forming in podcasting, plus offer up a "platform" of sorts for the one most strongly identify with.

Note: The war between indie podcasters and professional podcasters is both made up and stupid. That's not what I'm talking about.

The two "political groups" in podcasting are Conventional and Advancing. And I'm though I recognize the need for and welcome the views of those on the Conventional side, I'm a proud member of the Advancing party.

Currently, I see two guiding principles that set my side apart. 

1. We believe that technology should make podcasting better, not just easier.
2. We believe that new models are required to reach the 70% who don't yet listen to podcasts.

So yes, that means we love and welcome change. Changes across the spectrum of podcasting. Changes to hosting platforms. Changes to show formats. Changes to consumption apps and discovery methods. Changes to monetization opportunities. Changes that cause ripples down to the very foundation of how the Conventional side define podcasting.

We're OK with that. Which side do you fall on, podcaster?

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.

We've seen around $600M of investment dollars pouring into podcasting in the last 35 days. And we're barely out of the 2nd month of the year.

The most recent funding round was for as-yet-unreleased listening app betting heavily that if they can make (or at least fund) content worth paying for.

Naturally, this has caused a stir in the podcast community, with voices on one side decrying the eventual pay-walling of free content, while the others celebrate the fact that they and their staff are getting paid to create amazing content.

But what's the impact to podcasting overall with moves like this? In this short episode, I'll discuss the benefits that a limited set of professionally produced content can have on the overall ecosystem. And maybe not all of those changes are bad.

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.