Marketing is ‘Not a Real Thing’ in Podcasting


PodMov Daily: Monday, May 9

Episode 641: Your Monday Mix

Marketing is ‘Not a Real Thing’ in Podcasting

Marketing is not a real thing in podcasting, says Eric Nuzum. “Audience building is a real thing.” The Magnificent Noise co-founder tells Lauren Passell that when revenue is the goal, too many creators have it backward. ‘Grow the audience’ > ‘increase revenue’ > ‘invest to improve the show’ simply doesn’t work.

“The wheel works by creating something that's more sticky and attractive to a larger group of people,” Nuzum explains. “And then you grow that audience, then you're able to advertise somewhere and then you can reinvest.” Publishers can’t market their way to a podcast people want to share.

This interview is in Passell’s excellent newsletter Podcast Marketing Magic. In her work and at her company Tink Media, marketing means that ‘real thing.’ Nuzum gives podcasters golden advice for meaningful engagement on social media and beyond: “You are creating a feedback loop with an audience.”

US Podcasters Can Apply to Be Featured On Spotify

Podcasters in the U.S. can now apply to have their show featured on Spotify. The new editorial submission form is open to shows of all genres, lengths, and formats, including video. If chosen for a feature, placement may be in New Releases or a themed hub like True Crime Scene or The Dinner Table.

If you overthink one answer, make it this one: ‘If we can only listen to one episode, tell us where to start!’ The same podcast can only be submitted once per month, and must have at least two new episodes each time. Heads up: Spotify may not let podcasters know if their shows have been selected.

How would an ideal production and monetization platform power your show? Independent podcasters, the next-generation solution is being built with you in mind. It’s a platform with production tools, monetization features, and professional guidance found nowhere else in the industry. 

The goal is to help podcasters level up ― sharpen their skills, grow their audiences, and boost revenue with strategies used by the largest networks. To ensure the best possible product, the team would love your input. All who complete a quick 5-minute survey will receive a $10 Starbucks card on the house.

The first 25 qualifying respondents can have an even deeper impact on the platform in beta. This is your chance to join an industry-steering committee and development team for the next generation of podcast tools. To help shape the future, simply share your voice.

I never lose. Either I win or learn.

Here's what else is going on:

  • Good fences: Podcast companies that have relied on Podsights and Chartable are exploring a “Spotify-free alternative.” Brands and publishers still want third-party measurement, writes Bloomberg’s Ashley Carman. “It serves as an insurance policy against being locked into Spotify’s ecosystem forever.”
  • Building permit: “What is Producing?” from Radio Boot Camp is tomorrow at 6:00 pm ET. In a workshop for beginner podcast producers, Golda Arthur (Vox Media, Marketplace, BBC World Service) will dig into the organizational, technical, and editorial skills that define the role. $100 registration.
  • Exchange rate: “Getting to Grips with Cross-Promos” from Podcode is Wednesday at 11:00 am ET/4:00 pm BST. During the workshop, founder and podcast coach Mark Steadman will cover promo swap fundamentals, prep questions, and finding partners with compatible audiences. Free registration.
  • No mercy: A SWOT analysis is an ideal tool to diagnose a podcast in crisis (or a slump). Spreaker explains how to apply the exercise, adapted from the business world. A series of questions will help identify strengths, spot weaknesses, look for opportunities, and be proactive about threats.

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