PodMov Daily: Monday, April 26

Episode 415: Your Monday Mix

How to Prepare a List(ener) for Podcast Subscriptions

For those wrapped up in the ‘potential’ of paid Apple Podcasts subscriptions, Edison Research SVP Tom Webster offers the bigger picture: “If you are currently making [X = no dollars], and Apple is giving you a way to make [ X > no dollars], it may seem like an easy choice, but I can assure you that it is far from it.”

A solid email list is the most important tool podcasters considering subscriptions can build, Webster explains. Apple’s ownership of the creator-subscriber relationship is not to be taken lightly. Tying your audience together will be the only way to maintain contact and across this many platforms and payment structures.

If your primary goal is growth, attempting to charge for content is a mistake. Listeners simply won’t open their wallets for friction and confusion. “If you want to grow an audience in podcasting, you need to be leading with your best content, and making that content available as widely as you possibly can.”

Is Your Podcast Ready for an Advertising Pitch?

When getting started with monetization, “How do I get advertisers on my podcast?” is often not the right question to ask. According to True Native Media founder Heather Osgood, creators need a mindset of preparation and patience. First assessing if they’re ready is a smarter way to approach the opportunity.

In the rush to secure sponsors, podcasters tend to skip over the most important parts of making their shows desirable for brands. Companies need real data to make business decisions, Osgood tells clients. Up front, you’ll need hard numbers, polished presentation, and how you plan to price and package your ads.

“‘Is my podcast ready for advertisers?’ is a question that may take some time to answer, but it will do the opposite of hold you back,” Osgood explains. She provides five questions that will reveal any gaps before you meet with brands. First impressions matter, and this is a test you’ll want to study for.

Podpage: Launch a Beautiful Podcast Website in Minutes

In podcasting, first impressions are powerful. Podpage makes it easy to create a beautiful, listener-friendly site for your show with just a few clicks. There’s no need for technical knowledge — just an RSS feed and five minutes. (Seriously. See the magic in action.)

With Podpage, new episode pages are automatically added to your site. Each one is SEO-friendly, with show notes, a media player, transcripts, and more. Listener engagement is easy through your contact page, mailing list, voicemails, and comments. They’ll even see your best reviews from Apple Podcasts.

The Podcast Host says it best: “Podpage is perfect for podcasters who want the best possible podcast website, for the minimum amount of time, cost, and technical know-how.” Ready to turn explorers into fans? Join thousands worldwide and make your podcast shine.

Here’s what else is going on:

• Lone ranger: Acast is pioneering Dynamic RSS (dRSS), which enables unique audio combinations to be delivered straight to an individual listener. While keeping ownership of those relationships, podcasters will be able to provide each subscriber with a custom feed, tailored to their needs.

• Penny stock: Spotify’s podcast subscription system is expected to launch this week. “The company will not take a cut from podcasters who choose to sell in-app subscriptions and also will allow them to set their own pricing,” writes Ashley Carman of The Verge, per The Wall Street Journal.

• Fan mail: Sean Howard, co-founder of Fable and Folly Network, explains how to use tag-based email automation for patron email lists. “I don’t want to build a list of tens of thousands of email subscribers,” Howard says. “I want a fan-first approach that creates value for our listeners.” 

• Support system: The Podcasting, Seriously Awards Fund application deadline is this Saturday, May 1. Launched by Lantigua Williams & Co., the Fund will disburse at least $20,000 annually to help cover media awards submission fees for QTBIPOC independent audio producers.