THREAD: Audience development is the biggest challenge for podcasts.

Discovery is the second biggest; and the primary contributor to the audience development problem.

These are the exactly the kinds of challenge that Digital Whiskey is supposed to help with.
But we find it can be a struggle.

Here's one of the more obvious lessons we've learned.
If the podcast is about a topic, then the topic should be in the title to aid discovery Image
Ideally, the topic should be one for which an audience already exists. If the audience doesn’t exist, it will need to be created.

Creating audiences is very hard. You have to persuade people that something they don't currently care about is worth caring about.
If your company name is in the title, then the topic is you.

It means you've already established an audience platform, and you're increasing the channels through which you can reach this audience.

The Property Podcast is about property, but The Tim Ferris Show is about Tim. Image
Putting your firm's name in the title means you're confident there are people out there who want to listen to a podcast about your firm; and that there's pent-up podcast search demand on your company name.

There are very few firms for whom this is true. Image
Here's a simple example of the alternative approach. This is the initial result page for a search on "Private Equity" (a niche, but relevant search.)

This is eminently game-able. Image
If — on the other hand — you believe that a sufficiently large number of people are searching Apple Podcasts et al. for your company name, then please don't let this thread stop you following your dream.

• • •

Missing some Tweet in this thread? You can try to force a refresh
 

Keep Current with Digital Whiskey

Digital Whiskey Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!

PDF

Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @digital_whiskey

9 Nov
How Evil Marketing Geniuses Hack Group Decision-Making

(a very long thread - Part 1) Image
Professional services marketers are often faced with marketing to a DMU (Decision Making Unit). No two DMUs are the same. Groups of people behave in odd ways.
Marketing types know this in their bones. We know damn well that it’s hard to predict the behaviour of an individual. Individuals are mostly random.

But groups – groups we can model.

I’m sure you’ve all seen one of these flocks – murmurations – of starlings.
Read 29 tweets

Did Thread Reader help you today?

Support us! We are indie developers!


This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!

Follow Us on Twitter!