Your podcast should probably have a presence on YouTube. But what should it look like? — Jeff Vidler from Signal Hill Insights calls YouTube “the elephant in the podcasting room.” A lot of podcast listeners go to YouTube for podcasts. As a podcaster, you can choose to ignore that reality or embrace it. Wishing it away isn’t a workable option. Meanwhile, Tom Webster cites data from…

Apple’s forthcoming follower metrics represent a watershed moment for podcast measurement — For years now, I’ve been disappointing Pacific Content clients. The disappointment usually sets in after a client asks the simple question, “How many subscribers does our podcast have?” This is a very reasonable question. It’s especially reasonable coming from brand marketers. If your brand has a YouTube channel, you know…

Give us a clue… assign your show a secondary category — Last week, I met with a group of true crime podcasters. They were working on a new season of their show, so we wanted to better understand the true crime podcast landscape. We started by looking at a true crime podcast neighborhood:

Your brand probably has an unfair advantage in podcast marketing. Have you discovered it yet? — Two of my favourite words in podcasting are, “only we.” It’s a phrase I first heard from Tom Webster, who got it from Mark Schaefer. I love “only we” because it forces podcasters (especially brands) to think about the importance of creative differentiation. It raises questions like: What stories can…

The answer is “biweekly” — whatever that means — In April 2021, Apple rolled out significant changes to Apple Podcasts Connect, a tool many podcasters use to manage and measure their shows. Among the changes: publishers can now specify an “Update Frequency” for their shows. According to Apple, this setting: shows up in Apple Podcasts and lets your listeners…

Is an unlisted podcast right for your brand? — A public podcast is just that: public. You can find public podcasts in places like Apple Podcasts, Spotify, and Google Podcasts, distributed using publicly available RSS feeds. There are millions of public podcasts. A private podcast is not meant for broad public consumption. Some private podcasts use password-protected feeds. Others…

Learn how some of the world’s most popular shows do it — Last week, I was talking to a Pacific Content client about their podcast’s release cadence. “How often should we release new episodes?” they asked. “Which day of the week? What time of day?” A podcast’s publishing schedule might seem like a small thing, but it’s worth considering deeply. Podcast listening…

Did you choose the best category for your podcast? — It can be one of the trickiest questions in podcasting: “Which category should we list our show in?” Apple Podcasts supports more than 100 distinct categories (e.g. True Crime, Swimming, Alternative Health), and Apple's category list is used by several other podcast apps and directories, too. Sometimes, it’s easy for…

Want your podcast to be more relevant to exactly the right audience? Try designing your show for a particular place, time, or activity. — This week, Apple launched Time to Walk, an “audio walking experience” available only to Fitness+ customers. I tried it for the first time today. I walked around my neighbourhood and listened to NBA champion Draymond Green tell stories about failure and perseverance.