Is Podcasting the Hot New Media Trend? – Case Study
Fashion items that were droll and ugly can go from sales bin to sales headline because they have somehow tapped into a viral word of mouth frenzy.
Who would have imagined that the “Crocs” shoes that only Minnie and Mickey Mouse would wear could become fashionable on seven continents.
In fact I still haven’t bought my first pair because I am allergic to plastic and ugliness.
Who would also have thought that the skinny jeans that I wore as a teenager would make a return as a fashionistas staple diet in 2013. Predicting fads, fashions and trends is sometimes frustrating and very unpredictable.
Skinny and plastic. It used to be flares and platforms.
Podcasting was cool when I started the blog four years ago but as social media became fashionable Facebook and Twitter made podcasting look a tad obsolescent and dowdy.
Not sexy or trendy was the phrase that crossed my mind.
So why is podcasting having a resurrection? It is due to two key factors.
- The growth and rapid adoption of smart phones. You can now get your podcast direct to your phone without having to hook up your iPod to the computer.
- The explosive growth of an online media portal where you can publish and download your podcasts…. called “iTunes”
These have provided the device and the channel to make podcasting effective, efficient and able to be distributed with ease that was only imagined years ago.
Who is doing podcasting well?
Podcasting can take many forms and style. Just like Crocs and platform shoes. It depends on what type of media preference, flavour and voice that you find attracts. A lot like choosing your favourite radio station.
In fact that is what podcasting is. 21st century radio channels that you can listen to in your car, at the gym or on the beach.
Here is a case study of podcasting success that I discovered while attending the Social Media Marketing World in San Diego. Why is it emerging as a hot new trend?
According to Michael Stelzner from Social Media Examiner when they conducted a recent social media study discovered
“that even though only 3% of marketers are currently using podcasting in their social media marketing strategy… 32% have a desire to learn how to use podcasting in their marketing efforts and 23% have plans to increase their podcasting activities in 2013.”
Add this to the growth of smart phones and the adoption on iTunes and you have a strong podcasting marketplace with a large upside.
So let’s find out about podcasting success.
Pat Flynn – Smart Passive Income podcast
Pat operates a very successful blog at “Smart Passive Income” which as you have already guessed by the name is about creating passive income from focused blogging and content creation. He started his podcast 18 months after buying the equipment. Due to the fear of creating a personal podcast. So even successful bloggers are human!
Introduced in July 2010 its listeners have given it more than 500 five-star ratings. Mr. Flynn consistently ranks in the top 10 business podcasts on iTunes, including, at one point, earning a second place spot behind The Dave Ramsey Show (iTunes doesn’t explain how it ranks podcasts).
His marketing philosophy is based on what he calls the “Exposure Cycle“.
The Exposure Cycle
Here are the 3 steps to exposing your podcast to the world and some of his insights on what is required to make a podcast successful.
To get exposure you need to be discovered.
He does this by:
- Making sure that the podcast is optimised for search engines with a keyword rich title, description and meta data. Also he optimises it on iTunes for SEO.
- Creating professional artwork which should be like the cover of a quality book
- Pursuing tactics that assist in getting the show rated and ranked in the top 10 on iTunes
Podcasts are much more sticky than an article on your blog as they keep people hanging around (the podcast manages to do that well for an hour). A blog post is read in a few minutes.
So how does he make it sticky?
- Works hard on creating a great first impression with the best quality sound he can create.
- Relevant information without fluff
- Inject your personality
- Valuable content that is actionable and provides listeners with takeaways that answer the question of “what’s in it for me?”
- Social proof (he displays that there have been 3 million downloads and the fact that 50,000 subscribers regularly listen to his weekly podcast)
- Keeps them involved by voice techniques that make people “lean in” by repeating important points and dynamic voice changes from whisper to loud.
- Breaks the one hour podcast into 4 sections and signals the next transition with “Next we are going to talk about“
I don’t know how many times I have dropped into a blog and tried to find the social sharing buttons and discovered them quietly lurking down the bottom and wearing camouflage.
Any media needs to be easy to share and it isn’t just about the social sharing buttons.
So how does Pat make it easy for people to share his podcast?
- Obvious floating sharing buttons on the side bar
- Provides show notes
- Implements calls to action
- Syndicates his podcasts to to the popular podcasting directory”Stitcher”
- Creates landing pages with their own domain name
- He also uses mobile optimisation which uses texting and a mobile landing page and an opt-in
If you want to learn more about podcasting from Pat you can check out his free podcasting tutorial which is six “step by step'” training videos to help you get your podcasting up and running.
Wrapping it up
Pat is not the only podcaster on the planet and in fact one of the most successful is a gentleman called Cliff Ravenscraft who podcasts under the show name “The Podcast Answerman” and has created more than 2,800 episodes since 2008. Cliff provides a 120 minutes of free instruction on how to podcast on his blog.
Where there is smoke there is fire. Podcasting is worth checking out.
What About You?
Did you know that podcasting was making a comeback? Have you tried podcasting? Do you even listen to podcasts?
What has been your experiences?
Look forward to hearing your stories and feedback in the comments below.
Want to learn how to create great content that engages?
My book – “Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media” – will show you how.
It is now available to download. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog.
I also reveal the tactics I used to grow my Twitter followers to over 140,000.