Podcasting Essentials

What’s happening in Australian podcasting and how does it compare to podcasting in the US? In this episode, Larry Rosin, President of New Jersey-based, Edison Research joins Nick Schildberger and Nicole Goodman to dig into the numbers behind The Infinite Dial Australia, 2020. For four years Edison Research has been putting out The Infinite Dial Australia, survey results on Australia’s digital media consumer behaviour. It’s a handy companion to The Infinite Dial US, which Edison has been running for over 20 years. The trio discovers what makes Australian podcasting unique, how Australian data compares to the US and discuss what impact COVID-19 has had on podcast listening and production.

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Ralph Van Dijk “sold his soul to audio” many years ago and he’s happy he did. Ralph is Founder and Creative Director of Eardrum, an award-winning, creative agency based in  Sydney and Belgium, which he initially founded thirty years ago in London. Along with SoundCartel Producer Chris Ashmore, he discusses podcasting today and breaks down the importance of sound to “excite and intrigue the ear and build emotion.” Co-hosts Nick Schildberger and Nicole Goodman also discuss sound-as-a-skill, Apple hitting over 1.1million podcasts and Spotify putting the industry on notice with another massive acquisition.

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

David Brown, host of Wondery podcasts, Business Wars, Business Wars Daily and WeCrashed continues his chat with Nick Schildberger and Nicole Goodman. David gives his thoughts on podcast ads, the lessons we can learn from Business Wars and what would make a great Australian Business War!

References

Mastercard's sonic branding story:
https://newsroom.mastercard.com/videos/sound-on-mastercard-debuts-sonic-brand-2/

Coca-Cola's sonic branding story: 
https://www.youtube.com/watch?v=QymLzVtbsBo

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Business Wars, Business Wars Daily and WeCrashed are just a few of Wondery’s many outstanding podcasts, and all three are hosted by journalist and broadcaster, David Brown.

In particular, Business Wars is a team favourite at SoundCartel. Each season it pits giant industry brands against each other, in an exciting examination of their historic wins and failures, to see which came up trumps, why and how.

So when David Brown agreed to be a guest on Podcasting Essentials, Nick and Nicole were over the moon!

In this episode, David takes us behind the scenes of these incredible shows and we explore how to produce an award-winning podcast.

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

In times of crisis, marketing can feel like a luxury. Corey Layton, Commercial Product and Audio Partnerships at ARN chats with Nick Schildberger and Nicole Goodman about how brands can still get started in podcasting and take advantage of the relative cost savings and new technologies, in this growth medium.

Reference

Lessons from history: Advertising in an economic downturn
https://bit.ly/2KmXyRK

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

The April outlook for 2020 is a very different beast to what it was in January this year. Sharon Taylor, MD of Omny Studio, joins Nick Schildberger and Nicole Goodman to discuss the latest in podcasting, the potential impact of the coronavirus, and Sharon makes some bold industry predictions.

Reference

Infinite Dial 2020 

https://www.edisonresearch.com/the-infinite-dial-2020/

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

71% of people choose new podcasts based on podcast descriptions and titles. So what better way to kick off season 4 of Podcasting Essentials than with advice on this topic from Andrew Davies, Digital and Engagement Editor at ABC Audio Studios. Andrew is passionate about podcast descriptions and titles. As we should all be! They’re incredibly important for discovery and not enough people do them justice.

Andrew joins Nick Schildberger and Nicole Goodman to chat about podcast descriptions, titles and so much more.

REFERENCES

A. The Art and Science of Podcast Show Descriptions - https://bit.ly/2WBZmOc

B. "71% of listeners are motivated to try a new podcast by the episode description and headline." ABC Audience Data and Insights, 2019, 'Why do people like to listen to podcasts?' https://ab.co/2QIgTjX

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Ever wondered about the ‘Top Lists' in podcast apps? Who selects them & how? What dark arts are going on back there and who’s responsible? Darian Muka is the Content Curator for Pocket Casts and listens to podcasts all day. She takes a break from the serious business of podcast app curation to tell Nick Schildberger and Nicole Goodman what goes into creating the top lists at Pocket Casts and how to get yours featured. 

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

There are many things that go into developing a successful podcast, essential however is building strong relationships, creating great content and developing standout marketing.

Career marketer, Pam Kramer has just spent four years as CMO at US podcast network Cadence13. Along with her team, Pam launched more than 40 new podcasts and generated over one billion downloads.

Nick and Nicole chat to Pam about her strategies for success, how brands should approach podcast marketing and her no nonsense preference for host read versus baked-in ads.

They also discuss the dangers of brands hanging their hat on download numbers and the wave of content launching from TV streaming services and how podcasting might be affected. 

References: 

Downloads aren’t the whole story

https://blog.pacific-content.com/downloads-arent-the-whole-story-da7a74252b1d

Consumers are drowning in content

https://www.amplifimedia.com/blogstein/2019/11/4/consumers-are-drowning-in-content?mc_cid=8b8fae4631&mc_eid=1d27b3957c

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.

Due to its low barrier to entry, a successful podcast might seem easy to create. But for businesses the stakes are higher. Like all content, a podcast is a reflection of your brand and with listenership growing every day, a savvy podcast audience is expecting a quality experience.

BE’s own Head of Audio, Pete Letts joins Nick Schildberger and Nicole Goodman to take a peek behind the curtain of branded podcast production and discuss the best approach for brands.

Nick and Nicole also discuss the latest news that podcasting is eating into our music listening time and why internal podcasts for brands are a win-win.

References

Podcasts Leapfrog Music Collections, eyes scripted content

https://bit.ly/32j4vd2

How Private Podcasts could change the way companies communicate with employees

https://bit.ly/32kmkbM

Branded podcasts it’s like talking to yourself only better

https://bit.ly/2repcKx

Podcasting Essentials is produced by:

SoundCartel
soundcartel.com.au
+61 3 9882 8333

See omnystudio.com/listener for privacy information.