What podcasting thought it knew about growth strategy went out the window last year. For James Griffin of Discover Pods, it “made sense to take a step back and glean a few lessons in audience building from the shows that got it right.” For many, experimentation and refocusing proved to be the solution.
“Successful audience-building creators embraced imperfection, and audiences rewarded them for the transparency,” Griffin says. Across every genre, listeners were able to tell that hosts didn’t have the answers either. The podcasts that hit the right tone “were audio waypoints in a landscape devoid of landmarks.”
Overwhelmed listeners respond well to the contained style of mini-series. Lean into defined arcs, Griffin suggests. “Tight, siloed work that digs a bit deeper than a single episode or interview could provide. It gives you a chance to explore your passions, narrow your focus, and further define your show’s niche.”
This Monday’s expert guest, True Native Media founder Heather Osgood, explains how dynamic insertion is more versatile than it sounds on the surface. Though podcasters “often presume that a dynamically inserted ad has to be pre-produced and sound like a radio ad,” there are few limits on content.
Classic, host-read spots can be dynamically inserted just as easily as other formats, Osgood says. They’re already “more effective for the advertiser and more enjoyable for the audience.” Podcasters using DAI can apply up-to-date messaging that reaches every listener, “even if they start on the first episode.”
Though the technology is mostly used for ads, it can be used to “modify and replace content, and even add a segment into your full catalog.” There’s no reason old episodes can’t be relevant, timely, and targeted. Osgood offers tips for finding an ideal hosting provider, navigating pricing, and more essentials.
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