Podcast Movement 2022 Recap

My favorite takeaways from Podcast Movement

It’d be impossible to attend every sessions. Even with access to the replays, you’d be investing A LOT of time to watch every minute. And to tell you the truth, I wouldn’t recommend watching every session, because some of them are just not going to be valuable.

Podcast Monetization

The first session I attended was on monetization — mostly so that I could hear what the presenters thought was the most relevant info to include.

  • You don’t need 10,000 downloads per month to lock in a sponsor (but you do need a niche, engaged audience). Share with advertisers an engaged social media channel, or reach out to local businesses who might be interested in reaching your niche audience if you don’t have the downloads to attract advertisers.
  • Two hardest ways to monetize: crowdfunding (on platforms like IndieGoGo or Kickstarter) and via subscriptions / memberships (like Patreon or Substack).
  • If you want to sell swag, know that merchandise is TOUGH. For every dozen people who claim they’ll buy merch, maybe one of them actually will. And speaking from personal experience, merchandise is a lot of work for a little net revenue. Just check out our income and expenses for our journals in our income reports
  • Important question to ask yourself: What am I trying to accomplish with my podcast overall, and how does monetization fit into that?
  • A midroll sponsorship spot is still the best placement (versus intro or outro).

Discoverability in Podcasting

The second session I attended was on discoverability: Fact vs. Fiction: How do you effectively boost discoverability?

  1. Courtney was an excellent moderator. She not only led the conversation well, she also asked relevant follow up questions — something I rarely see moderators do.
  2. You could tell the panelists actually prepared for the discussion. Oftentimes panels end up with a lot of responses along the lines of, “What they said…” That wasn’t the case here, thankfully.
  • Want more eyes and ears on your podcast? Go more niche; focus on quality and first-level principles (topic, avatar, why should people care); and be clear about what your podcast is about.
  • How does one differentiate their marketing? Think about what other platforms you can get on outside of audio to help drive people to your podcast, like via written content (Google SEO). Where else are your listeners hanging out besides podcast apps? Meet them there. Also, what’s the hook that’s going to get someone to want to tell their friends about your show? All great questions to ask yourself as a podcaster IMO.
  • Your podcast name and description are important. Make sure you have a good paragraph of info about your podcast and what listeners can expect.
  • Critical marketing tactics being ignored include not leveraging “old school marketing”, like postcards, flyers, billboards, public transit; and post-launch awareness. Focusing on your launch period is great, but ongoing marketing is what will help you win in the long term.

Making money with your podcast

My third session was with our very own John Lee Dumas.

  1. Has your avatar evolved over time?
  2. Do you think unique sayings, like “boom! shake the room!” and “Fire Nation” have helped with your brand awareness?
  3. What is it like being a part of the HubSpot Podcast Network?
  4. What’s something you’re doing today you wouldn’t recommend a new podcaster do?
  1. Has your avatar evolved over time? No — I started out serving Jimmy, and today, I’m still serving Jimmy. But there may be situations where your avatar evolves, or you find that you’re serving two different individuals.
  2. Do you think unique sayings, like “boom! shake the room!” and “Fire Nation” have helped with your brand awareness? Absolutely. They’ve set me apart because they’re unique and they give my audience things to know me by.
  3. What is it like being a part of the HubSpot Podcast Network? The HubSpot Podcast Network has been incredible. It has helped me grow my show, bring more awareness to the Entrepreneurs On Fire brand, and the team is incredibly supportive. They run a lot of great programs for their creators and we love being brought to you by the HubSpot Podcast Network!
  4. What’s something you’re doing today you wouldn’t recommend a new podcaster do? Interviews. Instead, do a niche show addressing an underserved topic. Once you have your topic, start by writing down 50 of the top questions or struggles related to that topic (these could be questions you hear a lot, things you see on social media related to your niche, etc). Now you have your first 50 episode topics — hit record!

Should you join a podcast network?

Next session I attended was a panel with the HubSpot Podcast Network: Growing Better Together: Why you should join a network.

  1. Can the network help you reach your podcasting goals?
  2. What can you bring to table?
  3. Will you retain all rights and editorial control over your show?
  4. What is the monetization structure, and is it what you want?
  5. Will you be advertising the network (other podcasts within the network and potentially the network brand, as is the case with HubSpot), or will the network be buying 3rd party ads on your behalf? If the latter, are you prepared to advertise whatever 3rd party the network chooses?
  6. Is the vision of the network and your vision aligned?
  7. Make sure you fully understand the terms of the contract you’re signing

Marketing advice for your podcast

Next up was a session from Rob Walch of Libsyn: Yes, That Marketing Advice for Your Podcast is BS.

  1. The most impactful thing you can do for your podcast is get people to hit the subscribe or follow button. According to Rob, the number of subscribers / followers you receive over 24-hr rolling periods carries the most weight in the Apple Podcasts algorithm for ranking shows within the app. Note: on Apple Podcasts, this is specially referred to as a “follow”, not a “subscribe”.
  2. Apple Podcasts’ search function looks for title, author, and number of followers when returning search results. So, your title and author fields matter!
  3. Advertising on other shows works. Look for other shows in your industry or niche (or shows that have the same audience as you) and consider reaching out to see if you can sponsor their show.
  4. I found this to be a very unique idea: Rob recommended that if you see a show in your niche that hasn’t published content in a while, reach out and pitch them to publish your most recent episode on their feed.

Understanding your podcast audience

The last session I attended at this year’s Podcast Movement was with Dave Jackson, a podcasting consultant and host of the School of Podcasting.

My biggest piece of criticism

Earlier in this post I mentioned that I wouldn’t recommend watching every session — even if you have access to the replays — because some of them are just not going to be valuable.

Why in person events are critical to success

I’ve focused on content almost exclusively in this post, and now it’s time to talk about all the other things that events have to offer: networking, new relationships, deeper connections, and a lot of fun!

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Kate Erickson

Kate Erickson

Kate is the engine at Entrepreneurs On Fire, the host of the podcast Ditch Busy, & co-author of The Podcast Journal: Idea to Launch in 50 Days.