The Podcast Show 2024: Fresh Takeaways

Sharing my notes from the largest gathering for podcasters

Welcome back. I’m George, Founder/Producer at Orama, yesterday I attended the biggest podcasting event of its kind, and today I’m sharing my notes with you arranged in categories:

• Platforms

• Growth hacks

• Discoverability

• Measuring success

• Generating business outcomes

• Podcast production

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The first impression is that it was a massive event, and that podcast is a serious business. Of course, I knew the latter but when you get there and see the people, the brands, the tech it hits differently.

There were a few podcasting stars, DJs, and Cocktail parties, but the overall feeling was that people were here to learn. Maybe it’s a confirmation of the nerdiness of the podcast crowd, but it’s also that people are trying hard to figure it out. The format was 11 stages with continuous presentation, which made it hard to navigate but there was a plethora of content.

From my perspective, the most informative talks were from publishers and creators who make podcasts for a living. I also attended as many talks as possible featuring brands in B2B or complex industries, including Pfizer, Natwest Business, Axa Insurance.

Platforms

Every platform you can think of was there except Apple. YouTube was the headline sponsor, but it almost didn’t need to be because it was a major topic in many talks. Spotify had a strategically placed booth at the entrance and was offering lollypops, but little else, and they were never mentioned.

• Winner: YouTube

• Loser: Spotify

I could be missing something but to me, everybody’s figuring out a YouTube strategy and syndicating it everywhere else, but to Apple first.

A big podcast organization mentioned there’s healthy competition between the platforms that you can use to your advantage, for example by negotiating exclusivity if they feature you. I guess this is accessible only once you have reached a certain size, but we’re not talking Joe Rogan levels.

Growth hacks

• Podcast collaboration: that’s what stood out because I don’t do it, I don’t think any of our clients do it, but it kept coming back. Find podcasts with a similar audience and cross-promote. Something I’m going to start implementing as a priority.

• Swap feeds: Another format in collaboration is to use the distributed nature of podcasts via RSS, by posting episodes on other people’s feeds. (There’s a brand version of that).

• Send it to podcast reviewers, like Miranda Sawyer from the Guardian: (here’s her email Mail@mirandasawyer.com). Something for your PR team if you have one!

Podcast discoverability

I separate this from hacks because it’s a different approach, although it’s about growth.

One big takeaway for me was to separate podcast consumption and discovery. It makes sense because they happen at different moments of the day or week. It’s unlikely that someone watches a clip from your podcast and listens straight to an hour-long episode.

• 80% of Gen Z discover podcasts via video

• Think of moments in the day and create content that fit

• Keep working at discoverability, along with creating content. It’s an endless pursuit

• Partner with conferences and organisations (Can you do a live from ____?)

• LinkedIn-specific tips (from Head of Growth at Audioboom)

  • LinkedIn is the place for storytelling

  • Behind-the-scenes works well

  • Creative native content related to your podcast on LinkedIn, don't just promote (I need to think about that one 🤔 )

Measuring success

Here are a few quotes from the corporates:

• Overall the downloads were small (11k per episode was a success for Pfizer?!)

• But retention matters more

• Success is community, not content

• Podcasts are great for emotional context and brand perception

• Interesting metrics

  • Net new listeners

  • Repeat listeners

  • Cost per minute of attention

Although many brands start podcasts as a way to change brand perception, they’re also using their podcasts to sell 👇🏼

Generating outcomes

Some tips for engagement:

• Give people ONE thing to do. Even if just one or two do it, it will build up. “Tell me on Twitter what you think of X”
  Then give shout-outs to those who did

• Do: Create a single CTA with a destination my website.com/listen

• Don’t: Say “leave us a review wherever you listen to podcasts” or “follow on social media”

But ultimately it’s about selling stuff:

Multiple brands indicated that live events are a way to monetize the podcasts. Natwest Business mentioned that they did a live recording of an episode that was well attended by startups… and Natwest bankers who signed many deals on the spot.

Podcast production

Some tips mainly from big podcast production houses and the BBC:

• ‘Podcasts never land perfectly’: they should constantly evolve

• Think of the quality of the process: structure, formats

• Content market fit: I thought I had copyrighted the term, but it turns out many pros are using it

• Diversify guest profiles, for example, you can split between A-listers, Experts, Community members

• From Miranda Sawyer (podcast reviewer): edit more, make them shorter!

• Thread your podcast content across all your other comms

I feel pumped up from this visit and I’ve got many ideas I want to try with my podcast and clients’. If you’re a client, I may be in touch with specific thoughts, but feel free to reach out to discuss how this could work for you.