July 29, 2022

Pod Hack

What We're Into 

• According to the IAB (Interactive Advertising Bureau) podcast advertising revenue has grown 72% year over year, faster than the total internet advertising revenue, which came in at 35% growth year over year. The Podcast Host shares strategies for pitching your podcast to potential advertisers, including how to identify brands that align with your show's audience and what to include in your pitch.
• Getty Images has launched an educational initiative named "Black History and Culture Collection" allowing access to thousands of rare images, dating back as far as the 19th century, of the Black diaspora in the U.K. and U.S. Educators, academics, researchers, and content creators will be given free non-commercial access, giving them the opportunity to tell stories around Black culture.
• Looking for new shows to add to your queue? Check out Podcast Brunch Club's July playlist, highlighting stories of community, friendship and human connection. 
• Conquer your social media writer's block with this list of creative content ideas to promote your podcast. Evo Terra shares ten questions you should ask yourself next time you're stuck on what to post, that go beyond simply sharing a link to a new episode. He challenges us to think outside the box and consider new ways to engage listeners.  

What We're Listening To 

Podcasting, Seriously at Home 

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Overheard on Podcasting, Seriously Live 

This week we welcomed podcasting veteran Rekha Murthy, for tips on how to think of your podcast as a product when it comes to strategic planning, show design, seeking and incorporating feedback, and more. Some takeaways are:

• Step away from the content and examine all the externalities that surround your show, and where it fits within the marketplace. "If you want to have reach, to have people listen and engage, you need to look at your podcast as a product," Rekha explains.
• Visualize your podcast as a product to come up with creative packaging ideas. "We are in the communications business and packaging is a form of communication... Everything from the design, to how you distribute your show, how you grow your show, and even how you test and adapt the show. These are all words that are used in product development," she says.
• Think about your goals and the value your show will bring to your audience when you're in the design phase. "Consider the identity of your product (podcast) and how you're going to connect your target audience with that identity. What are you trying to do for your listener? What problem are you trying to solve? Why does your target listener need your podcast? Who are they and how will you reach them?" Rekha notes.
• Besides thinking about the content of your show, ask yourself: Is my concept easy to grasp? Are the episodes clearly structured and signposted? Do people know what they're going to get, and does my show deliver it? Is the value delivered in line with what my audience defines as value? Is my show easy to discover and share?
• When thinking of your podcast as a product in the distribution phase, consider the entire sequence of how your podcast moves from the point of creation and into somebody's ears. Think about different distribution channels, such as listening platforms, your website, and social media.

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Thanks for the Love 

• Thank you to Podcast Movement's PodMov Daily and Inside Podcasting for including our weekly Spaces meetup in their newsletter. Check out our upcoming sessions to join the chat!