When broadcasters and podcasters think about growing audience , the first thought typically is attracting new followers and fans. While that does make sense, there is a path to growth that when implemented will even help your marketing be more effective.
In The Podcast Study, which we conducted in partnership with Point-To-Point Marketing, we find a multiple ways that podcasts are “leaking” audience, much like water leaks out of bucket.
You can plug those leaks by improving execution. We talked about some of those action steps on the keynote stage last month at Podcast Movement and we’ll dig deeper into it today for our first of three free webinars.
We ask podcast consumers what are the big reasons why they press the “stop” button and there are multiple reasons – many are the same reasons why radio listeners change to another radio station or turn the radio off:
“It started with too much meaningless talk” and “the discussion moves too slowly” – I wrote about this in the previous blog. Start strong and “hook” the listener right from the start. With every sentence you utter, you’re either moving the content forward or you’re not.
“Hosts kept repeating themselves”- avoid repeating the same point over and over. Map out a series of points that keep you moving forward. If a host is justifying their hot take, there should be multiple pieces of evidence to back up their pov. If two hosts are debating a topic, each needs to bring fresh information. A ‘debate’ turns into an ‘argument’ when the same points are simply repeated again and again.
Learn more about The Podcast Study.
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