Podcasting has become a staple in the marketing toolkit, offering a unique way to engage audiences and share valuable content. But with 90% of podcasts failing to make it past their second episode, is it really worth the effort?
In a recent episode of "Blame it on Marketing," Ruta revealed a surprising statistic: "90% of podcasts don't get past episode two." This daunting number highlights the challenges new podcasters face, from maintaining consistency to generating fresh content.
Not every business will benefit from having a podcast. Nina Muller, Director of the Ethical Commerce Alliance and Industry Network, weighed in on this topic. "Maybe it doesn't make sense for everybody to have a podcast," she said. The key is to be clear about your goals. Ask yourself: What do you want to achieve with your podcast? Is the format suitable for your content?
Ruta and Nina discussed the importance of having enough content to sustain a podcast. Ruta mentioned, "If you want to be in the top 1% of podcasts, you need to make 21 episodes." Without a solid content plan, your podcast might fizzle out before it truly gets off the ground.
Starting a podcast isn't just about hitting the record button. Here are some essential steps Ruta and Nina highlighted:
Both Ruta and Nina emphasized that enjoying the process is crucial for podcast longevity. Ruta shared, "The primary thing is we enjoy doing the podcast. If we ever got to a point where we really didn’t enjoy doing it, we probably would stop." Passion drives consistency, which is essential for building a loyal audience.
One of the pitfalls of podcasting is the lack of immediate results, which can lead to deprioritization. Ruta suggested having a partner or team to maintain accountability. "Having some sort of accountability, whether it's you and another person on the team working on it, or maybe it's you committing to a schedule, helps ensure the podcast stays on track."
Nina recounted her journey into podcasting, highlighting the importance of focusing on content over technicalities. "My part was really to focus on the content. What is it that we want to talk about and what is it that is useful to the audience." She also stressed the value of thorough preparation and understanding your guests to create meaningful conversations.
Ruta added that having a partner makes the process smoother. "It's nice to have another person to rely on, especially when you're busy or not feeling up to recording." This partnership fosters a collaborative environment, making podcasting more enjoyable and sustainable.
When asked about favorite podcasts, Ruta mentioned Joe Rogan, while Nina shared her appreciation for "Masters of Privacy" and other insightful series. These podcasts serve as inspiration and benchmarks for what a successful podcast can achieve.
Podcasting can be a powerful tool for marketers when approached with clear goals and a solid plan. As Ruta aptly puts it, "A podcast is a great tool for creating content for a longer period of time. If you have lots to talk about and share, it can be a great opportunity."