Charlotte Cooper, Director of Audience Development and Marketing at PRX, observes the changing role of key marketing questions this year. Who are we trying to reach, why should they listen, and how can we reach them? Many of Cooper’s organization-focused suggestions will apply to individual podcasters.
Each collective trauma “dramatically shift[s] the country’s mood and focus,” Cooper explains. If a show's goals or identity changes, its marketing strategy must also. “While the content is very different, the “why” holds in line too” […] “You need to know why your show is unique to build the most compelling ‘why now’ promotional narrative.”
Hits-on-arrival tend to take up valuable visibility on podcast apps. “Podcast platforms’ priorities do not always align with our urgency to get the message out,” Cooper says. Make it enticing: “Our marketing message must make the moment urgent to the listener’s life even when it doesn’t feel like the world is on fire.”
This Monday’s guest feature from Martha Hughes gives newcomers valuable perspective on conventional wisdom. The host of running podcast Martha Runs the World, Hughes put in countless hours of research at the beginning. “Each expert seemed to have ‘the way’ to make it work,” but there are no universal solutions.
“Why was I always second-guessing myself? I never knew if I was doing things the ‘correct' way or if I was just fumbling along with the world laughing at me,” Hughes writes. In hindsight, she lists common ‘rules’ that haven’t applied. For example: “Don’t put your podcast on Patreon until you have at least 700 listens per episode.”
Download numbers aren't the only source of growth. “There is no arbitrary number that says, ‘This is when you’re allowed to put a Patreon button on your website,’” Hughes points out. “It’s a good idea to wait until you have a loyal base of listeners.” She also explains why (and how) small podcasts should pursue sponsors.
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