Three Remarkable Books for Curious Podcasters

A podcast is much more than a space where people talk. A podcast can become pulitzer-worthy material, or a masterfully orchestrated experience to challenge the conventions of art. As you enter the world of podcasting, you will find that there are many resources from which you can absorb the knowledge to become a professional. 

Call us old-school, but when it comes to learning and feeling guided, there is no better place than a book. (Well, maybe a good podcast)

Books to learn how to do a podcast

There are an impressive number of podcasts that have spawned books. But there are also books that can teach us about the power of podcasting in clever ways

We have already mentioned that the most recognized podcasters in the world share something in common. They all know how to write. 

We also talked about a legendary book with guidelines that we adapted to podcasting, but this time, we will review three mind-blowing books that will help you understand better the magic of podcasting, and might also help you unlock your inner natural-born podcaster.

Lessons from the most popular shows

Out on the Wire by Jessica Abel

Jessica Abel is a creative professional with more than 30 years in the business. She’s a cartoonist, teacher, coach and a prominent author. She has a podcast that explores the virtues of journalism in audio format, it’s called Out on the Wire.

But Out on the Wire is also a fantastic book that looks deep into the process behind radio, filled with excellent tips for anyone who might be interested in delving into the field themselves. 

It includes interviews with hosts of podcasts like This American Life, Radiolab, Snap Judgment, Planet Money, the Moth Radio Hour, Radio Diaries, and 99% Invisible. 

The biggest reason why the book is worth owning (besides listening to the podcast) is because it’s graphic nonfiction. Which means you get to actually see these producers grapple with the big issues of podcasting, and work them through, step by step.

A Book For Non-Fiction Podcasts

Storycraft by Jack Hart

Narrative nonfiction is creative writing based on truth that tells a story. “Great narrative,” Hart writes, “rests on the three legs of character, action, and scene, and character comes first because it drives the other two.”

Jack Hart is a professional journalist who shares the skills to write an effective non-fiction story for a newspaper or magazine. In the book’s second edition, he included a new chapter exclusively focused on podcasting.

From short articles to full books, he uses several works to take a deep dive into concepts. By the time you finish reading it, you will have a much more technical and sharp approach to storytelling.

A Book For Storytelling Podcasts

Bombs Always Beep by KC Wayland

With this book you learn to master all the sound features that turn your podcast into an immersive experience, almost like a VR game. It’s a really useful guide for producing an audio drama. 

This is the book to learn how to create compelling modern audio theater and distribute it online as a successful podcast. If you want to add foleys and SFX to your podcast and make it epic, here you’ll learn how (and why) to do it.

Looking forward to becoming a professional podcaster?

There are also books to help you leverage your podcast and find new and different forms of funding. We recommend Profit from your Podcast by Dave Jackson to learn the most important fundamentals of Pricing, Sponsors and Crowdfunding in full detail.

At nodalab, we create professional podcasts with the potential to generate revenue. Get in touch with our team of experts and find out how to do a podcast like a pro!

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/