Podcast: Insights from Podcast Movement 2017

I spoke first with Jason Hoch right after he left the Academy of Podcasters Awards stage holding two statuettes amp160He praised the progress of the space and monetization opportunities cautioning at the same time that the growth of data and analytics mean that podcasters need to respect usersamp160 amp8220One of the things that we39ve seen in other digital platforms is amp8216clickbait this itamp8217s five ads on a page it39s all kinds of things to get more trafficamp8217 amp160It39s a game that39s being played all over the place and I just think that if you trick users on a podcast platform they39re not going to stick to your podcast amp160So we have to be realamp8221HowStuffWorks has a mission of informing and entertaining during amp8220those couple of hours of the day when they may be jogging doing that miserable commute or as we often hear from a lot of our listeners before they go to bedamp8221 he explained noting that early on amp8220we thought people only want to listen to a fiveminute podcast because theyamp8217ve only got so much time in their day amp160But we were wrong on that what people wanted is a long read for audio amp160They wanted to deep dive with us amp160They wanted to have that oneonone connection and they39re consuming these podcasts like madamp8221Their insights have spawned content in multiple verticals including Comedy produced in new LA offices headed up Jack O39Brien the founder of Crackedcom amp160amp8220We39ve got upwards of 37 million downloads per month and people really are consuming everything that we39re giving them and so we really want to be what we call the home for creative geniuses so we39ve made a couple big moves in this space this yearamp8221 That includes bringing in Will Pearson and Mangesh Hattikudur the founders of Mental FlossIn terms of business opportunities and Hochamp8217s projections for where are things going since amp8220it39s not a threesecond Facebook video and people are spending a lot of time with us they are actually paying attention to the ads or the commercialsamp160 Frankly our industry has not done a good enough job articulating what it is we do what is our metric what is our standard and how do we measure cut in everything else amp160We39re going to see a transformation over the next 12 to 36 monthsamp8221 he continuedamp160 amp8220Anytime you start to throw some big numbers around that39s when people start to pay attention When you look at the agency world you also are finding that a lot of the younger consumers of podcasts they39re the ones actually working at agencies saying we need to start paying attention to podcastsamp8221Many of those thoughts were echoed in my next interview with Jay Green fresh from his companyamp8217s big rebranding press conference that morning announcing a rebrand from DGital Media to Cadence13 amp160This podcast content firm produces the content of many of their 75 repamp8217d shows but has a core competency of sales and marketing selling sponsorships within the shows working with advertisers creating segments and working with their podcasters is to promote the showsCadence13 has seen its tentpoles of political and sports content particularly those from Crooked Media shows like Pod Save America Pod Save the World and Tony Kornheiseramp8217s show growing and adding female and lifestyle podcasts like Yoga Girl amp160Green describes the through line as amp8220really about influencers amp8230 we want people who are influencersamp160 Those are people that people want to listen toamp8221The value of influencers is understood by the sponsors amp160amp8220This is not a 30 second prerecorded produced ad where somebody39s telling you about a featureamp8221 Green assertedamp160 amp8220This is our hosts talking about it and when I said earlier we39re looking for influencers that39s why amp160This is not music which tends to be a little bit more passive it39s in the background then the ad comes on in the background and you39ll notice it and that39s fine amp160But with podcasting when I39m listening to that podcast for what Jon Lovett has to say or Sophia has to say the ad becomes a part of thatamp8221 amp160So now he notes theyamp8217re amp8220getting agencies saying amp8216Okay I need you to teach me about podcasting amp160I want the budget in my departmentamp8217amp8221Finally for the third leg of the Podcast Movement podcast I gained insights about the evolution of a solopreneur navigating her way to success in the space Taylor Bradford who is the host of Boss Girl Creative a lifestylemeetsmarketing instructional podcast designed to help women understand how to grow their blogsAfter discovering The Pioneer Woman blog some years back and bingereading the entire back catalog Bradford began her own blog and set out to learn all there was to know about the platform and how to promote it amp160That led to the need to understand social media and ultimately podcasts amp160amp8220When I started blogging Pinterest didn39t and Instagram didn39t exist yet and so these platforms came out and it was like quotOoh shiny object syndrome amp160Let39s go see what this is all about and how it can be leveraged for bloggers and how we can get our content out there in front of new eyeballs because we all want to grow but we can39t grow without people readingquotTo get started Bradford made sure she had a good editor because amp8220I knew I could figure out everything else and honestly I just needed my laptop and a microphone and some headphones amp160I39m usually recording at 1030 pm at night in my pajamas on the flooramp8221amp160 That production style matched with passion and enthusiastic personality led just a couple of years later to Bradford appearing as a panelist at Podcast Movement being included in a listing in Entrepreneur magazine of the top womenhosted podcasts gaining representation by Jessica Kupfermanamp8217s agency and attracting advertisersWhere does she envision herself going with this beyond a healthy 20000 or so listens per episode per month amp160Just amp8220supporting fellow Boss Girls I want to be the goto resource for people to say amp8216Taylor is saying it straight and this is step one step two step three and I39m just going to keep going back to her because she39s just sharing it allamp8217 amp160I want to keep helping other female creatives have a voiceamp8221Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Podcast: Insights from Podcast Movement 2017

Author

Publish date

Channel

Archived in

E.B. Moss

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Podcast: Insights from Podcast Movement 2017

Enjoying This Commentary? There's More to Love

E.B. Moss

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

The payment was successful

Cookies