Twitter's Create Hub, Listener Ratings, and The Future of Ads

WEBVTT 1 00:00:11.119 --> 00:00:17.760 Hey podcasting friends, welcome back to my club and today, as we always 2 00:00:17.800 --> 00:00:22.160 do here on the show, will be covering some podcast news, a member 3 00:00:22.280 --> 00:00:28.760 highlight from our linkedin group and a listener question. Today I'm flying solo. 4 00:00:28.879 --> 00:00:34.560 This is Benjie Block here, and thanks for coming along for the ride. 5 00:00:34.759 --> 00:00:40.039 Let's jump into today's news now. The first story I wanted to highlight is 6 00:00:40.119 --> 00:00:48.640 that twitter has a new create hub for podcasters and they've rebranded what was the 7 00:00:48.719 --> 00:00:58.000 twitter media site to twitter create and it's a resource hub organized industry to industry, 8 00:00:58.039 --> 00:01:02.719 and now podcasters actually have their own section and there's other you know, 9 00:01:02.759 --> 00:01:07.879 sort of genres and they're like sports or music, and so the idea is 10 00:01:07.920 --> 00:01:11.319 that they're going to introduce some new features and then resources will have like tips 11 00:01:11.359 --> 00:01:18.120 and and again that's like a place for podcasters to go. They have guides, 12 00:01:18.480 --> 00:01:19.560 and so I thought, Hey, just go check this out. I'm 13 00:01:19.599 --> 00:01:26.599 not super active over on twitter, but I found their guides to be insightful 14 00:01:26.599 --> 00:01:30.239 and I think that having a resource hub is smart, especially when they have, 15 00:01:30.280 --> 00:01:33.920 you know, the number of users and who knows what kind of they 16 00:01:33.959 --> 00:01:37.760 spring off of that. But go check it out. Twitter's new create hub 17 00:01:37.799 --> 00:01:41.719 for podcasters and you can check the link in our show notes so that you 18 00:01:41.760 --> 00:01:48.439 can go straight to the story and find the the new hub twitter create second 19 00:01:48.480 --> 00:01:53.319 story here in the news. Something I'm paying attention to is that podcast listeners 20 00:01:53.439 --> 00:02:00.480 tend to rate newer and smaller shows higher, and listeners tend to rate older 21 00:02:00.560 --> 00:02:07.519 podcasts lower the newer ones. So they actually the last part of the story 22 00:02:07.599 --> 00:02:12.960 was also intriguing to me, which is that the overall podcast satisfaction kind of 23 00:02:12.960 --> 00:02:16.159 seems to be declining, which there could be a number of factors to that. 24 00:02:17.080 --> 00:02:22.159 I also think this is directly correlated to the number of shows out there 25 00:02:22.199 --> 00:02:25.319 in the world and the fact that there's certain types of shows that are just 26 00:02:25.439 --> 00:02:31.080 becoming overdone, and so because the barrier to entry is so low at this 27 00:02:31.080 --> 00:02:35.520 point and podcasting it, you could have a lot of shows out there that 28 00:02:35.560 --> 00:02:40.599 just don't get ratings. Okay, from this story, the study was done 29 00:02:40.599 --> 00:02:46.199 by an Rafhonic, I believe I'm pronouncing that correctly, and they were using 30 00:02:46.240 --> 00:02:52.000 specifically apple podcasts for the study. But let me give you some of their 31 00:02:52.000 --> 00:02:53.960 findings here and again, if you'd like to look at add it in more 32 00:02:54.000 --> 00:03:00.319 detail. Link in the show notes were. They found that podcast ratings peaked 33 00:03:00.319 --> 00:03:04.919 in two thousand and sixteen and there's been a steady decline since then. They 34 00:03:05.000 --> 00:03:08.879 also note that there has been a rapid influx of new shows. That, 35 00:03:09.759 --> 00:03:15.039 again, low barriers to entry, might be a reason for the lack of 36 00:03:15.159 --> 00:03:23.800 rating. I think you could attribute new shows having you more ratings to the 37 00:03:23.840 --> 00:03:28.039 fact that people over time have learned hey, ratings are something that our show 38 00:03:28.120 --> 00:03:32.039 needs, so you might go out and actually ask people very often at the 39 00:03:32.080 --> 00:03:36.800 beginning to try to get those ratings up. But I just thought it was 40 00:03:36.840 --> 00:03:42.680 interesting that listeners tender rate older podcasts a lower than new ones. Maybe that 41 00:03:42.719 --> 00:03:46.680 has something to do with quality as well over time and it was harder to 42 00:03:46.719 --> 00:03:52.759 have that that great quality beforehand the last few years, with with how podcasting 43 00:03:52.879 --> 00:03:58.560 is really taken a step into the future. There I think this one is 44 00:03:58.639 --> 00:04:00.919 kind of a no brainer, kind of captain obvious to me. But one 45 00:04:00.000 --> 00:04:05.039 of their things they pointed out was there's a negative correlation between audience size and 46 00:04:05.080 --> 00:04:09.800 average rating, and I think that would be obvious because the more audience you 47 00:04:09.840 --> 00:04:14.080 have, the more opinions you have, that more reviews of the content you 48 00:04:14.120 --> 00:04:19.279 have, and not everyone is gonna resonate with it. So third story here 49 00:04:19.319 --> 00:04:25.279 in the news. Something I'm paying attention to is that it's actually more of 50 00:04:25.319 --> 00:04:28.800 an opinion piece a blog that I read this week. The title of the 51 00:04:28.839 --> 00:04:33.480 blog was like announcer, announcer reads aren't the future of podcast advertising, even 52 00:04:33.519 --> 00:04:38.199 if big companies want you to believe it. And this comes off the heels 53 00:04:38.240 --> 00:04:44.959 of the fact that serious xm they had some press releases and there was also, 54 00:04:45.040 --> 00:04:50.480 I ab they sponsored like an annual podcasting report and they were really touting 55 00:04:50.519 --> 00:04:58.600 announcer read ads as not really being like as being the future, as in 56 00:04:58.920 --> 00:05:03.519 not the host read but someone out there that is not at all correlated to 57 00:05:03.560 --> 00:05:08.439 the show. You know these services, these all in one things you can 58 00:05:08.480 --> 00:05:13.439 sign up for and then they'll just place ads in your podcast, which there's 59 00:05:13.439 --> 00:05:17.319 a level of convenience there and if you're trying to monetize it could be tempting 60 00:05:17.360 --> 00:05:23.120 to lean into a service like that. But I really resonated with this opinion 61 00:05:23.240 --> 00:05:29.399 piece because the author was taking the side of going hey, just so you 62 00:05:29.439 --> 00:05:34.680 know, for listener experience, those all in one ad reads aren't our announcer 63 00:05:34.680 --> 00:05:39.319 read ad reads are not resonating with your audience and I couldn't agree more. 64 00:05:39.360 --> 00:05:44.519 I fast forward all of the ADS. So I'll read you some of her 65 00:05:44.560 --> 00:05:47.920 opinion here and then I'll give you a case and example with BB growth. 66 00:05:48.160 --> 00:05:56.319 Another show here at sweet fish that I host kind of our our internal show 67 00:05:56.360 --> 00:06:02.480 interviewing marketers, but some of what the author said here. It's not worth 68 00:06:02.519 --> 00:06:06.959 while. The switch from host reads to announcer reads. Lots of services are 69 00:06:08.079 --> 00:06:11.199 in my inbox every week trying to convince me to sign up for an all 70 00:06:11.240 --> 00:06:15.600 in one handsoff monetization at scale solution, but I know that would strain my 71 00:06:15.639 --> 00:06:20.439 audience and break our heart earned trust. At multitude we give ads the same 72 00:06:20.519 --> 00:06:25.040 amount of preparation and thought that go into the rest of our show. I 73 00:06:25.079 --> 00:06:30.399 resonate with that. At be to be growth we are approached often for ads 74 00:06:30.519 --> 00:06:35.079 on our content and I actually had a list of ten that were sent to 75 00:06:35.160 --> 00:06:43.079 US last week and we've asked our ad provider like, when they come to 76 00:06:43.160 --> 00:06:46.839 us with potential ads for the show, send them to us. We're not 77 00:06:46.839 --> 00:06:50.360 going to just say yes to anything and we pick ones that we think marketers 78 00:06:50.399 --> 00:06:55.879 would be interested in. What would our audience potentially be interested in and also 79 00:06:56.079 --> 00:07:00.160 I do add reads for the show and those are the ones that tend to 80 00:07:00.199 --> 00:07:02.680 perform higher when we can record them and then we could send them to the 81 00:07:02.759 --> 00:07:06.680 service where they can place them where they like. That keeps it convenient to 82 00:07:06.720 --> 00:07:10.639 a certain point. It is an extra added step for me to have to 83 00:07:10.680 --> 00:07:15.519 do the read itself. But again, you want to to add value to 84 00:07:15.600 --> 00:07:17.839 your audience. You don't want your ads to feel completely removed. And I 85 00:07:17.920 --> 00:07:24.279 can give you actually a story, because we've been testing this and we ran 86 00:07:24.360 --> 00:07:29.040 into an issue where some ads kind of got place that we're very broad and 87 00:07:29.120 --> 00:07:31.120 was almost like you're listening to be to be growth in a burger king ad 88 00:07:31.160 --> 00:07:35.120 pops up and it just didn't feel right. It felt so disjointed from the 89 00:07:35.120 --> 00:07:39.759 show itself. I'd love your opinion on this. I view, are you 90 00:07:39.839 --> 00:07:44.680 running just ads with this all in one platform, or are you thinking about 91 00:07:44.759 --> 00:07:46.120 what you want to do with add reids? I think this is something we 92 00:07:46.160 --> 00:07:50.120 all need to be thinking about and again, like you would with anything in 93 00:07:50.160 --> 00:07:56.639 business, put yourself in the shoes of the person on the receiving end of 94 00:07:56.680 --> 00:08:01.279 the content, the listener, right the consumer, and I think that starts 95 00:08:01.319 --> 00:08:07.639 to clarify what are our way forward should be all right. Let's end the 96 00:08:07.680 --> 00:08:13.000 news segment and head into a member highlight. The show I want a highlight 97 00:08:13.040 --> 00:08:20.839 today is the recognized authority with Alistir McDermott. Brief description of the show here 98 00:08:20.800 --> 00:08:26.879 guiding invisible experts on the journey to becoming a recognized authority in your field so 99 00:08:28.000 --> 00:08:33.559 you can increase your impact, command higher fees and work with better clients. 100 00:08:33.559 --> 00:08:39.200 Alistair's part of our micclub community on Linkedin and we're so glad to have them. 101 00:08:39.240 --> 00:08:46.240 Actually just connected with him on linkedin yesterday. And what I like about 102 00:08:46.279 --> 00:08:52.519 the show I was interested in an episode title is creating your content marketing strategy 103 00:08:52.679 --> 00:08:58.919 with Heather Shaven. Again, great quality of content, depth of conversation. 104 00:08:58.759 --> 00:09:05.440 I uster has the perfect voice for a show entertaining and again I'm in this 105 00:09:05.519 --> 00:09:11.440 mode of content creation and looking at content marketing strategies, and so found this 106 00:09:11.679 --> 00:09:16.039 episode to be particularly useful if you're trying to build thought leadership, if you're 107 00:09:16.080 --> 00:09:20.000 looking to become a recognized authority in your field. Give the recognized authority with 108 00:09:20.039 --> 00:09:24.440 Alster McDermott a listen and want to say thanks for being a part of our 109 00:09:24.480 --> 00:09:31.120 my close community all right, to round out the episode a listener question, 110 00:09:31.639 --> 00:09:39.480 and today the question is what's currently your favorite question to ask a guest? 111 00:09:39.759 --> 00:09:45.799 I have a couple thoughts here. My favorite question to ask a guest comes 112 00:09:45.840 --> 00:09:48.440 in two different ways. The first is what I would say in a pre 113 00:09:48.559 --> 00:09:52.440 interview and then I'll give you a question that I would give in an interview 114 00:09:52.639 --> 00:09:58.679 itself. We do pre interviews, which means twenty to thirty minute call to 115 00:09:58.759 --> 00:10:03.440 really lock in our topic in a point of view for our recording and also 116 00:10:03.440 --> 00:10:05.679 it's a great time to get to know your guest. If you're not doing 117 00:10:05.720 --> 00:10:09.759 that, to some extra time on your calendar, but it will make your 118 00:10:09.840 --> 00:10:15.919 shows run significantly smoother because you're not just meeting this person and all the sudden 119 00:10:15.960 --> 00:10:20.879 you're doing this piece of content together. So in a pre interview I like 120 00:10:20.000 --> 00:10:24.639 to talk quite a bit about their passion. I want to tap into their 121 00:10:24.679 --> 00:10:30.320 their passion, and so I may lead in even before we drill down on 122 00:10:30.360 --> 00:10:33.919 any questions. Just go what are you passionate about in your job right now? 123 00:10:33.960 --> 00:10:37.440 And then it's all about the follow up questions. So I interrupt. 124 00:10:37.559 --> 00:10:39.440 I say Hey, what you just said is interesting, like go down the 125 00:10:39.480 --> 00:10:43.840 rabbit trail for me and I find so much comes out when you're just giving 126 00:10:43.879 --> 00:10:48.840 someone the space to talk about what they're passionate about and you can hone in, 127 00:10:48.919 --> 00:10:52.559 even if you know a certain part of their job that you think would 128 00:10:52.559 --> 00:10:56.360 be valuable to your audience to talk about. What are you passionate about? 129 00:10:56.360 --> 00:11:00.639 Fill in the blank, give them a more direct than just broad scale your 130 00:11:00.720 --> 00:11:05.679 job question. Okay. Second thing would be in an interview. What's my 131 00:11:05.679 --> 00:11:11.200 favorite question to ask? And I think on this one what I'd have to 132 00:11:11.240 --> 00:11:20.840 say is I like having someone break it down simply. So what that means 133 00:11:20.000 --> 00:11:28.480 is I might ask if you were starting this over again from scratch in a 134 00:11:28.519 --> 00:11:31.720 new company and a new organization, where would you start? When I ask 135 00:11:31.840 --> 00:11:35.440 a question like that and make someone have to think more simply and get out 136 00:11:35.440 --> 00:11:41.320 of the context that they're currently in. Sometimes we think what we've learned like 137 00:11:41.759 --> 00:11:45.759 or what we're doing in our organization. It just kind of you know, 138 00:11:46.320 --> 00:11:48.919 it would work somewhere else and so to as good just go. Okay. 139 00:11:48.960 --> 00:11:54.240 So if I drop you in another organization, let's say they're a couple steps 140 00:11:54.279 --> 00:11:58.960 behind or they haven't started this function yet, where would you begin? What 141 00:11:58.000 --> 00:12:03.559 would you do first? I think that question prompts a lot internally, and 142 00:12:03.559 --> 00:12:07.559 then again because I'm such a big advocate of follow up questions. Even if 143 00:12:07.600 --> 00:12:11.320 you have an outline, like allow yourself to be in the conversation enough to 144 00:12:11.360 --> 00:12:18.480 be curious. That can lead to some great how's for your audience. How 145 00:12:18.519 --> 00:12:20.440 am I going to apply this content? What's the mindset shift that I'm going 146 00:12:20.480 --> 00:12:24.600 to take on because of this? Where would I start? Because I'm not 147 00:12:24.639 --> 00:12:28.519 where they currently are, and that becomes a great prompter. All right, 148 00:12:28.679 --> 00:12:33.759 that is our listener question. What currently is your favorite question to ask a 149 00:12:33.799 --> 00:12:37.559 guest? I'd love to hear from you. What is that question that you 150 00:12:37.600 --> 00:12:41.480 ask that you enjoy right now, and I tend to a I noticed that 151 00:12:41.480 --> 00:12:43.639 that those questions shift for me and change maybe every couple months, because then 152 00:12:43.639 --> 00:12:48.159 you get sick of a question. But I'd love to know the question that 153 00:12:48.159 --> 00:12:52.759 you're liking right now. Maybe you rinse repeat it because you like it so 154 00:12:52.000 --> 00:12:58.960 much. Anyway, thanks for listening to today's episode of Mc Club and, 155 00:12:58.240 --> 00:13:03.200 as always, stay engaged over on Linkedin. If you have a question or 156 00:13:03.360 --> 00:13:05.960 something that you enjoyed from this episode, feel free to reach out to me. 157 00:13:05.000 --> 00:13:09.159 Benji block over there. Always love connecting with our listeners. have a 158 00:13:09.159 --> 00:13:24.120 great week everybody.