If you need a reminder that we’re in the “pivot to podcast” era, then here’s a fun fact: In a year, the number of podcasts available on Spotify tripled — from 700,000 in 2019 to 2.2 million by the end of 2020. Broken down even further, that means more than 48 million individual podcast episodes (ranging from true crime to long-form interviews) competed for listeners’ attention. And that number is expected to grow even more in 2022.
With every media outlet, lifestyle brand, and nonprofit organization getting into the audio race, it won’t be enough to produce the first, the biggest, the best, or the most celebrity-filled podcast to attract ears. We’re past the point of “If you podcast it, the audience will come.”
In a sea of millions of pod-fish, how will your show breakthrough, connect with listeners, and hook them in for more? A strategic marketing and audience development plan, that’s what.
At Podglomerate, our guiding principle is to meet the podcast audience where they are, working with clients like PBS and various NPR stations to connect their podcast message to the people who will care the most. We do this with the help of three key questions:
That’s the secret: Podcast audience development is really just an elaborate disguise for podcast relationship building. As you grow stronger ties with loyal listeners, you’re also establishing deeper bonds amongst audio creators, writers, app developers, and the wider podcast community, all of whom can amplify your content even further to encourage discoverability.
That’s what we should work toward in 2022: A more humanized approach to podcasting, one that prioritizes authentic connections with listeners, meeting the audience where they are rather than where you want them to be.
Joni Deutsch is vice president of podcast marketing and audience development at Podglomerate.
If you need a reminder that we’re in the “pivot to podcast” era, then here’s a fun fact: In a year, the number of podcasts available on Spotify tripled — from 700,000 in 2019 to 2.2 million by the end of 2020. Broken down even further, that means more than 48 million individual podcast episodes (ranging from true crime to long-form interviews) competed for listeners’ attention. And that number is expected to grow even more in 2022.
With every media outlet, lifestyle brand, and nonprofit organization getting into the audio race, it won’t be enough to produce the first, the biggest, the best, or the most celebrity-filled podcast to attract ears. We’re past the point of “If you podcast it, the audience will come.”
In a sea of millions of pod-fish, how will your show breakthrough, connect with listeners, and hook them in for more? A strategic marketing and audience development plan, that’s what.
At Podglomerate, our guiding principle is to meet the podcast audience where they are, working with clients like PBS and various NPR stations to connect their podcast message to the people who will care the most. We do this with the help of three key questions:
That’s the secret: Podcast audience development is really just an elaborate disguise for podcast relationship building. As you grow stronger ties with loyal listeners, you’re also establishing deeper bonds amongst audio creators, writers, app developers, and the wider podcast community, all of whom can amplify your content even further to encourage discoverability.
That’s what we should work toward in 2022: A more humanized approach to podcasting, one that prioritizes authentic connections with listeners, meeting the audience where they are rather than where you want them to be.
Joni Deutsch is vice president of podcast marketing and audience development at Podglomerate.
Jennifer Brandel
Errin Haines
Gonzalo del Peon
Kristen Jeffers
Michael W. Wagner
Sam Guzik
John Davidow
Kristen Muller
Janelle Salanga
Tony Baranowski
Jonas Kaiser
Meena Thiruvengadam
Cristina Tardáguila
Robert Hernandez
Catalina Albeanu
Nikki Usher
Jessica Clark
Sarah Marshall
Melody Kramer
Sarah Stonbely
David Skok
Doris Truong
Parker Molloy
Jesenia De Moya Correa
Burt Herman
AX Mina
Millie Tran
Anika Anand
Kendra Pierre-Louis
Amy Schmitz Weiss
Moreno Cruz Osório
Juleyka Lantigua
Paul Cheung
Natalia Viana
Raney Aronson-Rath
Kerri Hoffman
Victor Pickard
James Green
Chicas Poderosas
Gabe Schneider
Cindy Royal
Shannon McGregor Carolyn Schmitt
Mario García
Simon Galperin
Stefanie Murray
Julia Angwin
A.J. Bauer
Matthew Pressman
Andrew Freedman
Jim Friedlich
Gordon Crovitz
Jody Brannon
Anthony Nadler
Anita Varma
Chase Davis
Matt DeRienzo
Richard Tofel
Don Day
Shalabh Upadhyay
Rachel Glickhouse
Amara Aguilar
Julia Munslow
j. Siguru Wahutu
Christina Shih
Joni Deutsch
Simon Allison
Kathleen Searles Rebekah Trumble
Jesse Holcomb
Stephen Fowler
Joe Amditis
Mike Rispoli
S. Mitra Kalita
Candace Amos
David Cohn
Laxmi Parthasarathy
Eric Nuzum
Rasmus Kleis Nielsen
Tamar Charney
Izabella Kaminska
Ariel Zirulnick
Jennifer Coogan
Francesco Zaffarano
Whitney Phillips
Brian Moritz
Larry Ryckman
Joy Mayer
Tom Trewinnard
Daniel Eilemberg
Joshua P. Darr
Mandy Jenkins
Megan McCarthy
Zizi Papacharissi
Cherian George
Ståle Grut
Wilson Liévano
Alice Antheaume
Joanne McNeil
Matt Karolian
Christoph Mergerson
Mary Walter-Brown