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.
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