Mat Zucker is co-lead of the worldwide advertising apply at Prophet, and has helped manufacturers together with Johnson & Johnson and CIT Group launch their first podcasts. He additionally produces two award-winning reveals: Cidiot, about transferring from town to the nation; and Rising, conversations with advertising leaders on the best way up, with Direct Brokers.
Two million podcasts. 48 million episodes. The podcast shelf is that crowded, in response to October 2021 knowledge.
In the event you’re investing in podcasting as a part of your advertising combine, how will you guarantee yours will break by? Let’s dive in.
Defining podcast success
“Breaking by” can imply various things relying in your aims. In the event you’re trying to make use of your podcast to develop your buyer base, then attain and metrics corresponding to downloads are paramount. If, nonetheless, you’re looking for to shift model notion, you may search for enhancements measured by engagement and follow-up analysis.
Benchmarks for profitable podcasts are decrease than you may suppose. In line with Libsyn’s stats, simply 123 downloads places your present is within the high 50 p.c of podcasts. Attain 2,900 downloads, and also you’re within the high 10 p.c.
In line with Brian Swarth, head of selling for podcasts at Cadence13, Pineapple Road Studios, and 2400Sports—three podcast studios owned by audio powerhouse Audacy—listenership is the first objective. Along with downloads, success on Apple charts is a helpful metric internally and with enterprise companions. Swarth famous that whereas the chart algorithm continues to be fairly opaque, he believes one key to climbing up the charts is velocity: the speed at which individuals observe and take heed to your present, not simply the amount.
He additionally appears to be like to see if the podcast is a part of a broader dialog.
Simply 123 downloads places your present is within the high 50 p.c of podcasts. Attain 2,900 downloads, and also you’re within the high 10 p.c.
“Is it related to the tradition or propelling tradition to progress?” Swarth mentioned. “Our 70 over 70 podcast is a breakthrough not solely as a result of it was profitable from a listenership perspective, but in addition as a result of everybody I do know is speaking about it and media retailers have been eagerly protecting it.”
Tales in podcast experimentation
Jered Martin, co-founder and chief operations officer of OnePitch, a public relations SaaS platform, launched his present Espresso With A Journalist in March 2019.
Since then, it has grown from 5,000 downloads to greater than 40,000 over greater than two years. Aimed toward PR, advertising, and communications professionals, Martin promoted the podcast the place they had been most lively. “A number of our friends are on Twitter, and the individuals who work with journalists are on Twitter,” Martin mentioned.
Along with downloads, success on Apple charts is a helpful metric internally and with enterprise companions
“First we ran advert campaigns, which didn’t carry out effectively. With a restricted finances, our attain was stifled. We bought visitors, however it wasn’t changing,” he defined. Recognizing that individuals had been trying to find the friends, he shifted efforts to natural means—together with web optimization—which labored. Tagging friends who've massive followings amplified attain, as did posting in industry-specific LinkedIn teams.
By yr two, OnePitch added a publication to advertise new episodes and tease upcoming friends, all of which contributed to an uptick. Offering a sophisticated view “made it straightforward for individuals to say sure or no to listening,” mentioned Martin.
Andrea Kilin, international social media supervisor and govt producer of Discovery Issues, a podcast by life sciences chief Cytiva, additionally discovered standard techniques corresponding to paid social didn’t work at first. She and her crew rethought how one can sort out word-of-mouth. The crew tapped into Cytiva’s robust firm tradition and requested its 1000's of associates to share new episodes and assist supply friends, which offered optimistic momentum.
“The podcast is an expression of our curiosity,” mentioned Kilin. “It reveals why we do our job.” As a substitute of barraging staff with extra emails, the podcast has a devoted and lively inside Microsoft Groups channel.
For Stacey Simms of the Diabetes Connections podcast, success is just not measured by numbers, however quite by the impression she makes on these with Kind 1 diabetes. To market the present, Simms targeted on occasions in addition to social media teams, threads, and hashtags.
She recommends avoiding spamming these teams with episodes. As a substitute, authentically interact, perceive the foundations of every group, reply questions ,after which when related, share that you just’ve carried out an episode on that matter. “As your present will get extra established,” Simms mentioned, “different individuals will even level out your present.”
5 podcast development methods for you
Listed below are 5 archetypal methods, with instance techniques. Every features a seemingly consequence and degree of funding ($=low, $$$=excessive).
Technique one: The concept markets itself
Discover an viewers’s content material want hole and the advertising will care for itself. What do listeners need to learn about? You might guess, or as podcast host and educator Will Francis suggests, use viewers analysis instruments corresponding to Reply the Public, Buzzsumo, Google Tendencies, or Reddit.
One key early advertising resolution is the present’s identify, recognizing the issue of exhibiting up in search outcomes and directories. An uncommon identify, corresponding to my podcast Cidiot, is less complicated to search out than my different podcast about advertising careers I co-host with Josh Boaz, referred to as Rising.
Different strikes is perhaps repackaging content material as quotes and infographics, making a trailer, and constructing an electronic mail listing for natural pushes.
Final result: Extremely engaged, helpful viewers; might develop slowly ($)
Technique two: throw cash at it
Media spend with paid podcast advertisements will be the quickest however costliest method. Swarth sees this working in tandem with different approaches. With larger consciousness, he typically sees larger conversion of paid advertisements. Many channels run paid promoting. Examples from an American Advertising and marketing Affiliation coaching session I not too long ago attended had been:
- Overcast: Textual content advertisements
- Spotify audio advertisements: 30-second trailer
- Instagram: Teaser video to your subsequent episode
- Reddit: Sponsored submit in a related area of interest sub-reddit
- Twitter: Sponsored tweet focused at followers of an identical, established present
- LinkedIn advertisements: Sharing what individuals will be taught
Final result: Giant viewers constructed rapidly, would require sustained efforts ($$$)
Technique three: be the place the ears are
An increasing number of reveals and platforms are providing up choices for different reveals to companion with them. Teams like r/PodcastGuestExchange on Reddit can assist you join with different podcasts for appearances, and most podcast networks provide promotion techniques. PocketCast paid placements, for instance, provide options that run for every week and costs $2,000.
Final result: Medium-size viewers, seemingly extremely engaged, decrease conversion ($$$)
Technique 4: be the place the subject is
This technique markets to the fervour. In case your present is about tech, then reply a query on Quora. If it’s music, then create content material for TikTok or sponsored content material in a music publication. There’s additionally development of podcast promotion or distribution through YouTube.
For her insulin-related podcast, Simms is selling an episode about dealing with Halloween sweet in a mother and father discussion board.
Final result: Bigger viewers with larger engagement ($)
Technique 5: third-party energy
Oblique works. Accolades are a tactic with third-party endorsement. Cidiot numbers ticked up after profitable finest regional podcast in an area publication and each time I’m quoted in media as an “skilled” of transferring to the nation.
Along with getting staff behind the podcast, Cytiva’s Kilin plans to generate phrase of mouth by giveaways with listeners.
Final result: Prime quality viewers, seemingly gradual to construct ($$)
Discovering your formulation
The reply for advertising most new podcasts shall be a customized recipe made up of a number of of the above methods. There are lots of advantages within the quite a few low-cost techniques, in addition to a number of the larger value investments, however it’s the nuanced orchestration of the fitting ones over time that may assist your present break by.