Category: GROW

Podcast Advertising – 2021 Review

When it comes to advertising, podcasts hold a big business advantage against other types of media: their conversion rates.

Podcasts maintain audiences captive and segmented making it easier for brands to hit their target audience. Plus, the intimate relationship created between the podcast host and their listeners builds credibility for products and services.

Is Podcasting Ad Revenue rising?

Consumer confidence translates into sales, and ultimately statistics, and numbers. According to The Interactive Advertising Bureau (IAB), podcast ad revenue in the U.S. will hit $2 Billion by 2023. Podcast revenue grew 19% in 2020 to hit $842M, despite the pandemic. Up from $708M in 2019 and $479M in 2018.

It’s no wonder why big companies have been placing big bets on the podcasting world. There’s Amazon’s purchase of Wondery or Spotify acquiring the Australia-based platform Whooshkaa. Plus the hosting and ad company Megaphone, and more recently, the podcast discovery platform Podz.

The efforts to facilitate ad insertion into podcasts have been a top priority inside the industry.

Some winner deals were also made last year. Beginning with Joe Rogan’s exclusive, multiyear deal with Spotify, Michelle Obama’s debut podcast, and Meghan and Harry’s mysterious but exciting show deal.

Diversify your ads the right way

According to the Podsights Benchmark Report, there is a sweet spot when it comes to frequency and exposure to ads from podcast listeners.

According to Matt Drengler, Director of Partnerships at Podsights, ads that run on multiple podcasts get better conversion rates than if used in only one show or network. He suggests that the sweet spot for average frequency (the number of times someone listens to an ad) remain 2 to 3.

This same study shows that mid-rolls (advertising in the middle of episodes) continue to have the best performance.

Advertisers who use a combination of mid-rolls and post-roll ads have the highest conversion rates. 

If you want to know more about Growth Hacking visit our blog post: Growth Hacking for Solo Podcasters

Some big league examples

Podcast listeners really come through when it comes to purchasing. In the New York Times’ 2020 Earnings Conference Call, they stated a $36 million revenue in podcast advertising. A huge increase from the $7 million earned in 2019 after they purchased Serial and the rights to sell advertising against This American Life.

The New York Times digital advertising declined 2% in 2021. But podcasting was the only sector that grew.

Listener Behavior

Even during the pandemic, listener behavior has shown that podcasts are still a preferred medium.

Yes, consumer habits have shifted since a good part of the population doesn’t commute to work or school anymore. But people have found other times to listen to their favorite shows. Plus, ear time is still a far less competitive and crowded arena than screen time. One of the best assets of podcasts is their versatility.

Podcast advertising is definitely not as niche as it was back in 2012. Today, advertising is not only easy to do but also extremely profitable when aimed at the right target audience. It’s all about finding the best alliances for your brand and creating a suitable marketing strategy.

If you are looking to advertise with an expert’s eye, contact nodalab’s amazing growth hackers. Visit https://nodalab.com/es/contact/

The Rise Of The Podcast In Mainstream Media

It’s 2022 and the podcasting revolution is far from dying down. These are a couple of reasons why mainstream media has to watch out for the rise of the podcast this year.

Podcasts are on the highest level they’ve ever been in history

Perhaps the moment that marked the beginning of the major commercial interest in podcasts was back in 2019. Spotify bought the two largest podcast platforms at the time: Anchor and Gimlet Media. 

Since then, podcasting has become more and more popular every day. It’s increasingly attracting the attention of huge tech companies, media companies, and of course, listeners all over the world. While a few years back the word ‘podcast’ was almost unknown, today almost everyone knows what a podcast is and has listened to at least one episode or heard of a show.

If you want to start a podcast check out this blog:  Every Content Creator Should Have a Podcast by Now

And if you still don’t believe that podcasts are at an all-time high, ask Amazon or Netflix why they’ve been investing millions of dollars in launching new podcasts for the past year. 

According to Statista 2021 Podcast Listener Reports, the monthly podcast listener in the US is expected to grow from 75 million in 2020 to nearly 100 million listeners by 2024. Plus, the Dial 2021 survey by Edison Research, shows that the average podcast listener rate has doubled in the last 5 years. It went from 21% in 2016, to 41% of the US population in 2021. 

Read the full Rumble article here.

Big Tech Companies are cutting to the chase

Since the podcasting wars started in 2019, Big Tech brands have been running an insane race to adapt and revolutionize their platforms for podcast listening. 

It’s only recent that Spotify announced they will be launching an Apple-like rating system for podcasts. This move puts them face to face with their competitor, Apple. The famous phrase heard at the end of almost every single podcast episode “leave a review on Apple Podcasts” can now change to “Leave a review on Apple and Spotify”.  

Read the full TechCrunch article here

This feature will better the podcast’s discoverability on Spotify and encourage users to interact with the platform although written reviews are not available yet, only the five-star rating system. 

But this is only the most recent feature adapted by big platforms for podcasts especially. Last year we saw dynamic ad insertion be born, numerous SEO optimizations to favor podcasts. And many media companies betting on original podcasting content. 

Screen time is overbooked – More ear time

One in five people surveyed in the U.K. by Magna Global and Spotify said they were listening to more podcasts during the coronavirus pandemic. 45% said they are spending more time listening to streaming music. The results – which mirror similar U.S. surveys – also shed light on what is behind the gains. “People are turning to digital audio as a tool to combat screen fatigue,” the study says.

The data shows 29% cited screen fatigue as the primary reason they are listening to more digital audio. Another 46% said it was part of the decision-making. One in four attributed other reasons for their bumped-up streaming audio consumption.

Since the pandemic hit, life has not been the same. This change has definitely affected our habits and the ways we consume media. Before March 2020, over 50% of the podcast audience said they listened to podcasts in the car in their commute to school or work. But now, with restrictions and home-office becoming the new normal, users have shifted their listening schedules to their quiet leisure time. 

Working and studying from home has increased screen time tremendously for almost everyone. After an 8 hour shift, we grow tired of being stuck to the computer. Most people use their time off work for other necessary activities like cooking, cleaning, and exercising. This is our opportunity! While screen time is overbooked with work, study, and entertainment streaming platforms, there is another less crowded time and place to connect with an audience, ear time. 

People are steering away from news-related content and listening to more fun and entertaining shows in order to de-stress. According to Resonate’s Connected Flash Study, the audience that increased its listening time the most during the pandemic is young women 18-24. 

Read the full resonate article here.

Podcasts fans take action

There is something organic about podcasts that’s still unbeatable: the listener-host connection. Podcasts feel intimate and close and one of the huge advantages of podcast advertising is that podcast listeners take action. 

The word of mouth-type advertising used in podcast episodes is highly effective. Audiences are very likely to buy a service or a product if their favorite podcast host recommends it. They are also likely to click on links, sign up for newsletters, and buy tickets to live events. The sense of community and trust are huge assets when it comes to looking for your audience’s support through Patreon or any other platform. 

Podcasts like Red Scare make as much as USD$53K a month on Patreon, and podcasts like Kara Swisher and Scott Galloway’s Pivot are charging USD$5,500 per person at their upcoming conference in Miami.

Check out our post: What’s The Real Deal With Patreon?

Audio advertising is incredibly versatile

The way podcast advertising works has radically changed in the last few years. Every day there are more features in streaming and hosting platforms to make it easier for you to add advertising to your audio content and find the best target audience. 

Dynamic ad insertion allows you to insert “commercials” into your episodes without actually having to record them inside the episode. Inserted ads, contrary to “baked in” ads can be part of a campaign and change depending on the location of the audience or even further segmentation (gender, age, interests, etc). 

Now you don’t have to be stuck with one ad forever. You can manage and insert different ads and campaigns to any of your episodes either through your hosting or even through your streaming platform. This new technology opens the door to new business possibilities for content creators and even brands. Creating advertisement campaigns for podcasts has truly never been easier. 

Branded podcasts are very popular

One of the many uses of podcasting is to extend brand awareness and make people feel more familiar with your product or service. But more specifically your company values. Many major companies such as McDonald’s, Best Buy, and Mastercard have found success with branded podcasts that dive deeper into their stories and their fields making them feel familiar. It also helps positions them as experts in their subjects. 

Offering information and entertainment in an authentic way is what makes a branded podcast successful. Remember, podcasts are all about community and authenticity. This is an opportunity for brands to address their audiences directly and in a more human way than traditional advertising. And it’s also a medium that allows you more time to actually talk, explain and engage complex subjects, something you definitely can’t do on a 15 second TV ad.

Plus, brand collaborations with podcasts are more and more common every day. Even if not every company has its own podcast yet, it is undeniable that audio advertising and the podcasting world. It’s a great opportunity to get to new audiences in a refreshing way. 

People are producing podcasts like crazy!

Podcasts are popping everywhere. Even in countries like Mexico, where the medium is not as mainstream just yet, trends are catching up incredibly fast. People all over the world are getting in front of the microphone. There are more creators out there than the media platforms can keep up with.  

This revolution is far from dying down. You are still on time to jump into the audio media movement and start creating. The odds this year are in your favor!

Check out Edison Research’s most recent reports on the podcasting industry here.

If you feel like starting your podcast on the right foot, contact our team of audio engineers, writers, and growth hackers today!

Pros of Recording your Podcast at nodalab Studios

podcast studio in mexico city

At nodalab, we have top performance studios so you can record your podcast with the highest quality. Here are only a few pros of recording your podcast at nodalab studios, or in a professional recording studio, and what can you expect of the experience:

  1. A qualified sound engineer will be available to ensure that your podcast has flawless sound quality.

  1. Lights, camera, action! We also master the full range of visual components to make your video podcast look spectacular.

  1. Soundcheck is essential for a high-quality recording. Our experts are ready to assist you in every part of the production process and will check every detail from the control room.

  1. You’ll have more time to focus on the creative elements of the podcast. All you have to do is get your content ready, practice, and show up on time for your recording. 

  1. When you visit the recording studio, you will be in a space designed and fitted with acoustic panels and soundproofing that will prevent external noise, echoes and reverb from leaking in.

  1. You won’t have to worry about setting the recording equipment or learning how to use it.
  2. It allows you to have a balance between work and personal life.

  1. When you’re at the studio you’ll have personalized comfort and attention. It will allow you to focus and give yourself a break from the daily routine.

  1. By recording at nodalab studios, you are guaranteed to produce a podcast to the highest quality standard.

Want to schedule your recording session at nodalab? Just click here.  

record your podcast in mexico city

DISCOVER THE MAGIC OF RECORDING YOUR POD
IN A PROFESIONAL WAY:

What’s The Real Deal With Patreon?

While there are many ways of making money from your podcast, advertizers, campaigns and sponsors are not for everyone. Sometimes you may need to tweak a thing or two about your content to fit advertisers’ requirements and your creative freedom may feel threatened. But don’t worry! There is a whole different framework you can use to monetize your original content while staying true to yourself: Setting up a Patreon page for your podcast.

Patreon is one of podcaster’s favorite platforms and best allies worldwide when it comes to money. This platform allows your audience to become your patrons and make a monthly payment to your project. It can be as little as $3 dollars to even $50 or $100. In return, you can offer your patrons a variety of exclusive access to content, events, chatrooms, etc. When it comes to setting up a Patreon page for your podcast the options are really endless and up to your imagination.

How do Patreon subscriptions work?

Patreon’s subscriptions work a little differently from most services. Here instead of paying money upfront, you’re charged with a percentage of your recurring fan support depending on the plan you choose: Lite, Pro, or Premium. Plus an additional fee for processing your payments. 

Each plan will allow certain things for you and your patrons. From a basic creator page to stats, app integrations, merch, partner managers, etc. There is even an option to create an RSS feed inside your Patreon page exclusively for your supporters. They also provide the management of benefits for each membership and tools to message and engage with your members. Check out Patreon pricing here. 

But watch out! While setting up a Patreon page for your podcast is completely free to get started, you will need to upgrade your plan once your supporters and your needs grow. 

How can I use Patreon for my podcast?

Podcaster’s creative nature has really shined through when coming up with “rewards” for their supporters.

Here is a list of things we’ve seen different shows offer from the most basic thank you to crazy-creative rewards:

  • Mention/shoutout in the podcast
  • Early access to episodes
  • Access to chatrooms and Facebook groups
  • Early access to the episode’s topic
  • HQ or free download of the episode
  • Access to the video recording of the episodes
  • Access to scripts
  • Add-free episodes
  • Weekly AMA (ask me anything) after each episode
  • Bonus exclusive podcasts
  • Pre-sale access to live shows 
  • Show your name on the screen during live sessions or video podcasts
  • Promotion of your website/ socials/ business/ event on the podcast
  • Exclusive mech of the show 
  • Exclusive voting power regarding topics, guests, etc. 
  • Access to live shows/events
  • Access to Meet & Greets
  • Exclusive monthly surprises 

Starter Kit

There are SO many podcasters out there using Patreon to collect support from their audiences, that the platform has even developed a Starter Kit for “Commentary and Comedy”. This kit centers on your potential to become tighter with your trusted community by sharing more about your creative process with your fans. Check out the starting kit here

Perks and benefits

While the benefits of making money out of what you love are almost unimaginable. There are a few other tangible reasons you should definitely set a Patreon page for your podcast:

  • Be independent of advertizers: Patreon allows you to monetize your original content without having to rely on ads or paid sponsorship. Do your thing the way you want!
  • Challenge your creativity: Seek opportunities to make your audience feel appreciated and create new products and spaces to bond with them.
  • Get to know your community: Build your own relationship with your die-hard fans in a fun environment.
  • Have fun while making money!: Be creative on your rewards and choose the most fun and suitable ones for you. It doesn’t have to be perfect, just authentic.
  • Let your listeners thank you: I’m sure many of your listeners would like to support you, let them make a contribution to your amazing content!

There is little to no downside to having a Patreon page for your show. Even if your think your audiences are still small, you can start with a basic Patreon page and build up from there. As stated before, giving people an easy and fun way of supporting you is ALWAYS a good idea.  

Looking for a creative group of professional writers, producers, and audio engineers? Get in touch with nodalab and take your podcast to the next step!

Here’s How a Podcast Can Help You Improve Your Marketing Strategy in 2022

The variety of topics that can be found in this format is almost infinite. 2022 is the best time to ride this wave. Podcast advertising sales grew to a 1 billion USD industry in 2021

However, that number is expected to double by 2023. 

Discover the many ways in which a podcast can humanize your brand and improve your marketing strategy, getting close to those users and listeners that are increasingly demanding higher quality content.

A Powerful Networking Tool

A compelling partnership starts with a good conversation. Many entrepreneurs and influential leaders have good stories to share and podcasts have become the ultimate platform for them. Having a series of guests who bring some new knowledge to the table is a win-win game for everyone

For them, it helps to enhance their identity as authorized voices. For you as a creator, it’s a chance to enter their network in a creative way that, if done right, inspires other speakers to use your show as a medium in which they can promote their business and leave their own mark.

Remember that podcasts not only speak to individuals, but also to organizations

Podcast Listeners Are Highly Committed

The thing about podcasts is that listeners develop a relationship with podcasters as if they were part of the conversation. Did you know that 75% of podcast listeners take action from commercial messages? This means that they’re more likely to follow affiliate links, click on ads, and acquire your service/product

Why? Because it’s capitalizing on the full potential of word-of-mouth marketing, one of the most effective ways to sell.

The Perfect Culture Getaway (Specially For Remote Environments)

The versatility of a platform like this allows you to use it as an internal communication tool, or at least one centered around the members of your organization. A good podcast keeps employees out of isolation and provides an opportunity to be listened, having a chance for all the small victories to be shared and celebrated, even when everyone is working at home.

This kind of culture promotion also helps to build trust between you and your customer by allowing you to present your company as an accessible and transparent organization that has a lot to say and is willing to offer customized solutions.

A podcast is always an invitation to self-reflection, but in a fun and exciting way.

What does it take for a business to create a professional podcast? Visit nodalab.com and let us show you where to start.

20 Keys to Podcast Success in 2020

20 Keys to Podcast Success on 2020.

To celebrate a new decade, this year, the team at nodalab has special surprises lined up every month which will be released on the 20th of every month. This month, we have put together a countdown of the 20 keys to achieve podcast success in 2020, to help you stay up to date with the latest #trends in the industry and stand out among the competition. As another decade goes by, we are taking a moment to reflect on what the years have left us and what we look out this new year.

2019 was podcasting’s breakout year, with big companies and VC firms investing heavily in an industry that has still a lot of room to grow. Over the last 5 years, podcasting had a meteoric rise and became a legitimate industry, propelled by a wave of celebrities and media companies starting out their own podcast ventures. The podcast industry is young and has a bright future ahead, exponentially being propelled by Millenials and GenZ.

Today, we’ll unveil the first 10 keys that will definitely blow your mind and make you rethink what you now know about podcasts. Look out for the complete list and get yourself prepared: we guarantee you won’t be disappointed. 

A changing landscape

In 2019, we saw the beginning of the podcast wars and it has started to change the landscape of the podcast industry for the first time in years. Companies like Spotify, Apple Podcasts, Stitcher and Luminary have all placed a bet on original and exclusive content as a means of attracting and retaining listeners. 

The first round of the podcast wars went to Spotify, who by purchasing Gimlet Media and Parcast, have managed to become relevant instantly as a producer of original content. They have also announced plans to acquire sports and pop-culture outlet, The Ringer. As a result, Spotify saw an increase in overall engagement and a significant increase in the conversion of free to paid users. In Q3 of 2019, they managed to turn in a profit and saw a 39% increase in podcast hours streamed. Still, the commercial impact from podcasting is still small for Spotify. Apple, in turn, is reportedly launching its first original shows later this year.

2020, the year of opportunity

How many podcasts are out there? The number of current shows available is over 800,000 and over 30 million episodes as of December 2019. To highlight the growth, Apple confirmed there were over 550,000 podcasts at WWDC 2018 in early June. Starting a podcast can help you reach your career goals and bring many benefits to you (apart from revenue) including business and networking opportunities, as well as becoming a thought leader and expert in your field.

This continuous growth mixed with an ever-changing landscape means that now, more than ever, you need to be on top of what’s going on in order to stay ahead of the pack. This is why we have created this list. We want you, our readers, to be successful and escape from the podcast mortality rate, or ‘podfade’. So, we have gathered the latest insights from a vast number of resources and compressed into a single piece of blogging. We want to encourage you to share this with everyone that can benefit from reading this and comment if you agree or disagree with this info. Any new insight that may impact this blog post is welcome, as we want to turn this into a collaborative piece.

So without further ado, here are the 20 Keys to Podcast Success in 2020:

Key #20: Question everything you know about podcasting

If you are looking to start a podcast this year, launch a new season, or grow your audience, it’s important to look at the big picture of an industry facing a myriad of changes and a fast evolution. The ecosystem is changing rapidly and the constant growth since 2014 has caught the eye of big companies and venture capital firms, who have started to invest heavily in the medium with hopes of becoming key players in the industry.

But what does this mean for the little guy? It means that although the interest in podcasts is bigger than ever, it will get harder for independent producers to stand out from the crowd. There is now more competition out there, more aggressive marketing tactics and bigger budgets, meaning that you need to stay on top of what’s happening in the industry and find new ways to reach audiences.

Key #19: Think quality over quantity

Content delivery and audio quality are two of the key aspects of engaging an audience. Podcasting is a medium where audio quality can be sometimes less than optimal, and this can sometimes throw off listeners from focusing on the content and it can even damage your credibility. Having the rigor to cut out what isn’t up to standards and discerning what works and what doesn’t is what separates a good podcast form a great one.

Focus on delivering a great piece of content that is shareable, exciting, and thoroughly researched. Focus on maximizing your impact by publishing your show in a format that benefits every one of your platforms. Take the time to make sure that people are enjoying it everywhere and that they aren’t struggling with any technical difficulties in consuming your content. Check out this amazing video to make your podcast sound like NPR!

Key #18: Plan ahead to prevent Podfading

A remarkable 50% of podcasts that are still available on aggregators such as Apple Podcasts are no longer active, many of them never making past the 7th episode. This phenomenon, known as ‘podfade’, is predominantly due to poor planning, setting unrealistic expectations, and difficulties to attract an audience and/or monetize the content. If you are an early stage hobbyist considering launching a new podcast, be aware that starting a podcast may be incredibly easy, but keeping up may be extremely difficult as a whopping 75% of former podcasters may confirm.

To prevent podfading, ask yourself the question, ‘Why am I doing this?’ Is your podcast a side project or a promotional initiative: Think about your business and creative ways in which a podcast can be beneficial. You should also know why you want to do this and who are you doing it for. Are you trying to benefit yourself or your audience? It’s all about telling a character-driven story that creates empathy and serves a greater cause. Find an audience that wants very specific content and try to reach them individually.

Key #17: Stay committed to the process and focus on the long-term picture

If you are just launching your podcast, a brand new season, or just continuing from last year it’s important that you have the right mindset and milestones in place. Make sure your goals are aligned with your values and that you have the right plan in place. A great way to set a strategy for your podcast launch is to use the appropriate road-mapping tools that will lead you to ultimate success. We are talking about 2020 podcasting success, but bear in mind that to reap a harvest you may have to go on at it for years. Think of it as a long-term investment and believe in yourself. 

Key #16: Use a publishing calendar and keep a tight schedule

Podcasts go well when there is a continuity that your listeners can become used to. As Todd Cochrane, the CEO at Rawvoice/Blubrry point out, “90% of all active podcasts achieve 90% of lifetime downloads within 96 hours of posting.” So posting consistently and during a specific time of the day will have a huge impact on your brand loyalty, because your audience will know what to expect from you. The day you miss on your schedule will be the day that your listeners have to listen to something different and they might not come back the next time.

What time should you publish your podcast? Knowing your listener’s habits goes a long way and Megaphone recently released an article where it analyses the best days and hours to publish a podcast, weekdays between 2-6 AM providing the highest yield of downloads. Keeping an editorial calendar will help you stay ahead of schedule and stay aware of important dates.

Key #15: Stop asking your listeners to subscribe, rate and review your podcast

Spotify has quickly established itself as the leading platform for podcast listening, according to a recent report, and this change in market share means that getting your listeners to subscribe, rate and review your podcast may not be as effective as it has been for the last few years. Just because this strategy has paid dividends in the past, it doesn’t mean that it will work in the future and since Spotify only allows you to follow a podcast, it’s unlikely that it will. Long gone are the days when getting in the new and noteworthy section of iTunes guaranteed success and there isn’t even a surefire way to get featured.

So, what would be a better call-to-action for your podcast? An effective call-to-action strikes the balance between what’s in it for you and what your listeners get to return. Give your audience a good reason to follow on any call-to-action and determine the single most important action that you want them to follow. Less is more.

Key #14: Forget about advertising, premium is where it’s at

Digital advertising revenue in the podcast industry is about to reach over 1$ billion globally in 2020, which is small compared to the 17.9$ billion of advertising spend on radio in 2019. The market still has huge headroom for growth, but the inaccuracy in analytics for podcasts makes it hard for advertisers to track their numbers correctly.

So, if you want to take your podcasting career into the future, I’d suggest you look into China where the podcast industry was worth a whopping 7 billion in 2018. Luminary’s premium model which initially was hugely controversial is something that TechCrunch saw as the direction the industry was taking back in 2018. Direct listener revenue will continue to grow over the next few years and companies like PatreonMemberful, and Glow.FM allows you to offer rewards, private feeds and bonus content to your listeners. 

Key #13: Look out for new ways to monetize your podcast

Think outside of the box when it comes to turning in a profit from your podcast venture and find new sources of income to benefit. Get listeners to become paying customers for products and services specially designed for them and use your creativity to increase demand and haul in sponsorships opportunities. Your podcast is a tool in your business model that can act as a piece of content marketing or as a source of income and knowing how to use its strengths will yield better results in the long run.

A few ideas on how to get the ball rolling are merchandising, online courses, workshops, speaking gigs, and multi-level marketing. To entice brands and organizations to partner with you, express your support for the organizations whose values are aligned with yours and showcase the products and services that you love and use in your daily lifestyle.

Key #12: Make sure your content is out there and spread the word

Submitting your podcast to all the major podcasting platforms is very important and it can help you get more listeners. Once your podcast has been released, it’s important to check that your podcast actually makes it to every outlet and that the formatting is correct. Every platform presents a delay between the time you post and the time it is actually visible, so give the apps some time before you post on social media, your website, your newsletter, or YouTube. 

Secondly, just because you released a podcast, it doesn’t mean that people will listen to it. Even if they are already subscribed to your show, you have to remind people that your new podcast is out there and why they should listen to this particular episode. Your approach should be as personal and widespread as possible, so everybody knows about your show, knows that you care and gets the chance to listen to it. Send a direct message to people who absolutely need to hear it, and send out a newsletter so that your subscriber base gets notified. Even if you release once per week, make sure you are promoting your podcast every single day.

Key #11 Level up your show notes and show titles

Show notes are a great way to drive traffic back to your website, and to share the key insights from an episode in written form. However, depending on your podcast host and where people are listening to it, your show description will display differently and even if your podcast looks good on Apple, it doesn’t mean that it will look as great in Spotify, or elsewhere. Some platforms may not display hyperlinks at all, a portion of your title will be cut off or the description will be bulked into one ugly paragraph.

How can you prevent this from happening? Perform a few tests, know how to write show notes in HTML, the main differences between each platform and learn the anatomy of a great podcast title

How can you prevent this from happening? Perform a few tests, know how to write show notes in HTML, the main differences between each platform and learn the anatomy of a great podcast title

Key #10: Create bite-sized pieces of content

Let’s face it: Podcast audiences are loyal and engaged, but not everybody is willing to listen to a full show. You have to feed your audience with bite-sized pieces of content, or micro-content they can enjoy on the spot, without having to actually listen to your podcast. An effective digital marketing strategy that involves a podcast works best when it is used and complemented with other forms of media such as a blog, a YouTube channel, and social media. Look at the way Neil Patel and Gary Vee do this and figure out the best way to integrate those techniques into your content.

Key #9: Leverage social media to promote your podcast

Social media will help you propel your podcast forward and how you use each platform will depend on your content and your listener base. Our favorite platforms for 2020 are Instagram, LinkedIn, Twitter and TikTok.

Instagram is a great way to share your content in a more visual way, do live streams, share sneak peeks of your episodes and drive up the engagement from your audience. With IG, your followers can get to know you better and connect on a deeper level. It also makes it easier for people to share your content and listen to your podcast without even leaving the platform.

“For Twitter, don’t just spam with your episodes or your podcast. You want to contribute to the conversation, be engaging, offer value, and then when you do post that you have an episode releasing soon, you will have already established a place in that community and then its all good!” Pedro Peña, My Stuttering Life.

LinkedIn is currently living its moment and it’s a great place to connect with people who have similar interests and share content. Out of the 9 billion impressions generated every week, only 1% of users are generating content in the platform, which makes it a great place for content marketing. LinkedIn is especially useful for people doing B2B marketing and lead generation and it’s most effective when a visual element is present.

TikTok is experiencing massive growth and engagement, and it’s still uncharted territory by most people. In fact, you probably heard about TikTok from somebody who is younger than you as 41% of its users are between 16 and 24 years old. Marketers are still experimenting with ways to get involved in the platform, but the opportunity to reach a high number of people organically and to go viral on TikTok is unprecedented. 

Key #8: Look out for the trend in Microcasts

Spotify has introduced a playlist titled Your Daily Drive, which blends short-form news podcasts with music, designed to provide the perfect commute experience. They have also launched a feature allowing you to create your own podcast playlists and even blend your favorite music and podcasts under the same playlist. These microcasts, typically around 1-10 minutes long, could become especially popular for Alexa and Google Home users looking for a quick update on news and politics. 

Key #7: Go Live

Social media streaming is taking off and it can potentially expand your reach by placing you at the forefront of your listener’s attention. Platforms like Facebook, LinkedIn, Instagram and YouTube allow you to stream live video and hosting companies like Spreaker allow you to stream your podcast live as well. The benefits of streaming your podcast live are that you get a chance to interact with your audience and improve your engagement.

Key #6: Your network is your net worth

Get active on social media, in the podcasting community and with people you know. Growing a network is a time-consuming and demanding process that offers great benefits in the long run. Be aware of what other people in your segment are doing and share some love in the things you admire. Get outside of the digital realm and into the real world as well and get some face-to-face time with like-minded people. A great way to start is by going to one of the Podcast Movement’s events in 2020.

Collaborate with other podcasters, get other podcasters to come into your show and go to other podcasts. Start growing your online network and make direct connections with the people you want to reach. Aim first for the people at your own level and gradually work your way into higher-level people. Why would people want to come and talk in your show? The same reason why you want to go and talk in other people’s podcasts, to continue building your network and dive into new audiences.

Key #5: Save the best ones for special occasions

Whenever you have a special guest or a special episode coming up, make sure that you go the extra mile in promoting your episode, and that your release date is carefully selected. Give this episode a special treatment when it comes to promoting it and make it stand out from the rest by making it the featured episode in your feed. Having a calendar with the important dates related to your topic is a great way to plan your content ahead and talk about things when it matters.

Key #4: Make your podcast discovery-friendly

Let’s face it. Podcast discovery is broken, but it won’t be for long. Google Podcasts is now automatically transcribing podcasts and categorising them based on its content and podcasts are now being shown in Google search results. It’s all part of a strategy for Google to double the size of podcast listeners worldwide and it’s an amazing opportunity for podcast discovery in the future.

Spotify is also encouraging listeners to find new shows through the Your Daily Podcasts playlist, which they claim makes it “easier than ever” to find new podcasts  For years, we have depended on the Top Charts or mouth-to-mouth recommendations in order to find out about new shows. These changes suggest that podcast discovery is something that we can expect to become better and more sophisticated as more data on listening habits is available.

“As podcasts continue to grow in popularity, it makes sense that Google would allow you to search for them, in the same way you would blog topics — not just by title, but by what keywords are in the content.” – Iris Hearn

Key #3: Follow the new data trends

As podcasting as a medium continues to grow and mature, we are starting to see new technologies for data measurement that provide better insights, such as NPR’s RAD which was unveiled a few years ago and Spotify’s brand new Streaming Ad Insertion (SAI) technology, which will give advertisers key metrics such as ad impressions, reach, frequency, age, gender, device, and listener behavior. The technology will be only accessible in original content from Spotify, but the trend suggests that data for advertisers and podcasters will become better and so, podcasts will become more reliable sources of content.

Key #2: Watch out for the market in Smart Speakers

 Being able to seamlessly ask for what you want is a gamechanger, and your smart speakers like Google Home or Alexa device may be the go-to device for podcast consumption in the future. Luminary has made starting a free trial or subscription possible with an Alexa device, and Spreaker has created skills such as fast forward, rewind and podcast recommendations

Although only 8% of the whole podcast listening ecosystem is done on smart speakers, 36% of Smart Speaker users reported to play a podcast with the device during the previous month and 15% were in the fields of news and politics. If this trend continues to grow in future years, making your content friendly for smart speaker users may have a big payoff in the future.

“smart speakers increase the consumption of spoken-word audio of all types, and certainly, audio consumption is the number one use for these devices. Our 2020 estimate is that 24% of Americans 18+ now own at least one smart speaker — and, in fact, the average owner has more than one.” Tom Webster. SVP, Edison Research.

Key #1: Don’t be afraid to create

Whether you are a craft or business person, a chef or a celebrity, there is always room for you on the internet to get your ideas out there, materialize them, and become a podcast and content creator. We said earlier that, even though the podcasting industry is increasing and the market has become more competitive, podcasting can bring true value to the people that consume your content. That is why, for example, wellness and health-related projects are so successful both on social media and podcasting.

Just as social media has become a strong tool to promote any business (from a coffee shop to a professional recording studio) it’s time for you to choose podcasting as the new canvas where you can paint anything that comes to your head, and give it to anyone around the world. 

Don’t be afraid of what people might say about your project, we can guarantee you that as long as you follow the keys mentioned above and speak from your heart, you will have fun, create something that is yours, and reap massive rewards.

Do not waste any time thinking about, ‘what would’ve happened if…?’ Act now before it is too late. 

At nodalab, we are committed to bringing you value and helping you succeed as a podcaster. We craft epic podcast launch strategies and give you all the reasons why this is the perfect moment to start a podcast. Visit nodalab.com today and find out how.