A Podcasting Keynote with Paul Colligan of The Podcast Report

On this episode of Rhodes to Success, Jessica Rhodes interviews Paul Colligan who is a YouTube expert, the Director of Content Marketing for InstantCustomer.com, and CEO of Colligan.com. Paul hosts The Podcast Report, and on today’s show discusses twitter bombing, the importance of getting listed on New and Noteworthy, and how the podcasting conversation is moving away from tech and toward content.   Main Questions Asked: <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       What do mean when you say, “It’s not a massive play but it’s a deep one?” <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       Talk about ‘Twitter bombing.’ <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       Do new podcasters need to worry about New and Noteworthy? <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       What are the best things you see podcasters doing?   Key Lessons Learned: <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       Podcasting is new media, so you don’t have to try and fit it into an old media format. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       The conversation is moving away from tech to content. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       A lot of people’s main goal is to be all over iTunes; however, there is also Stitcher, and TuneIn, so your goal should be to be everywhere.   “It’s not a massive play but it’s a deep one” <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       People think that the revenue in podcasting is downloads x CPM, but chasing downloads is not as smart as going niche. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       The more niche your audience is, the better you are going to be able to serve them. If you are doing it right, you will be able to make more money simply via downloads. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       As a podcaster, you want to bring your audience products and services they are looking for. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       When you have a deeper audience, they are more likely to act on the hosts’ recommendations in purchasing products. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       It is better to be on someone’s weekly ‘must listen’ list than on someone’s top 100 podcast list.   Twitter Bombing <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       Because the only metric people care about is downloads, people are cheating the download game by Twitter bombing. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       Twitter bombers register hundreds of Twitter accounts and use popular and trending hashtags to trick people into clicking and downloading a podcast. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       An example of a Twitter bomb is “New song by Justin Bieber, click here! [link] ” The link goes to a podcast, which when clicked will count as a download.   New and Noteworthy <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       Getting listed on New and Noteworthy will defiantly drive traffic to your show, but you need to ask yourself, “Where is New and Noteworthy on the list of things I should do?” <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       If you have a show and get more than a dozen downloads, you will probably hit New and Noteworthy. That exposure might bring you some downloads, but there are things you can do that will bring you more. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       New and Noteworthy is not the normal path for normal people when finding podcasts. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       Most podcast listeners hear about shows from recommendations rather than searching New and Noteworthy listing. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       Do people listening to your show care about what you have to say, or do they care that you are listed on New and Noteworthy? <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       When it comes to the New and Noteworthy algorithm, ‘subscribers over the last 24 hours’ seems to make the most impact on getting listed.   Do you need 3-4 podcasts to launch? <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       No. You don’t need to have 3-4 shows before you go public. <p class="MsoNormal" style="margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo1; tab-stops:list .5in">-       People tend to listen to the most recent episode, so any content loaded prior to that will have significantly less downloads. Therefore, you are more likely to get more downloads if you release episodes individually.   The music in today's episode was written by The Danger Os and produced by Nick Palmer. Check them out at https://www.facebook.com/thedangerosmakemusic    Links to Resources Mentioned The podcast Report How to Podcast (book) Instant Customer Paul Colligan Podfly