072 - Tess Neudeck: What Podcasters Should Know
Since the onset of the pandemic in the U.S., data from Acast has shown that podcasts aren’t just for your commute to work. In this episode, Tess Neudeck, Marketing Marketing, Americas for Acast, and Emily Binder talk finding guests for your show, the future of podcasting, and how to monetize your podcast.
Since the onset of the pandemic in the U.S., data from Acast has shown that podcasts aren’t just for your commute to work. In this episode, Tess Neudeck, Marketing Marketing, Americas for Acast, and Emily Binder talk all things podcasting:
How to turn networking into guests for your show
The future of podcasting
How to monetize your podcast
According to My Podcast Reviews, there are 1,200,000 podcasts and over 31 million podcast episodes as of June 2020. If you want to be successful in the podcasting, then this is one episode you won’t want to miss.
Watch the video:
Tess Neudeck:
Tess Neudeck currently serves as Manager of Marketing, Americas for Acast. She's responsible for shaping Acast’s marketing strategy across its 10,000+ podcasts, its advertiser business, and all of the products and services the company creates for podcasters, advertisers, and listeners.
Tess began her career on the agency side, spending more than eight years at Mediavest (now Spark Foundry) performing print and digital media planning/buying for a wide array of clients across almost every industry. Before Acast, she oversaw marketing at Urban Daddy and managed sales marketing for legendary brands like Sports Illustrated and Fortune.
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Topics:
01:20: Meet Tess Neudeck.
02:30: The state of podcasting during the pandemic.
“Acast is the world's largest global podcast marketplace that provides premium hosting, distribution and monetization. Acast’s app and web service provides on-demand audio content enhanced by additional interactive media and links.” - Acast LinkedIn
“We’ve seen more than a 10% increase in listens since the pandemic started, and we are just noticing that commuting is clearly not the only place that people are listening and they’re replacing that with listening in other places and forms.” - Tess Neudeck
03:45: People are constantly listening to podcasts and utilizing smart speakers to do so. It’s a common misconception that people only listen to podcasts during their commute to work.
04:50: Smart speakers and podcasting. How can you optimize your podcast for smart speakers?
“Podcasting is such a natural — I would say the number one most natural form of content for smart speakers with it being hands-free, germ-free, convenient audio that’s voice first.” - Emily Binder
06:30: The future of monetizing podcasts (sponsorship, donations, ads, and more).
“It’s not necessarily how we operate at Acast to make anything fully exclusive; we were founded upon the ideas of truly the democratization of audio and making amazing, premium content available to everybody regardless of where you listen. So, we’re platform agnostic. Our shows are available wherever you get your podcasts.” - Tess Neudeck
Acast Open is simple, smart podcast hosting and monetization for all creators. Get a $25 Amazon Gift Card when you sign up for a year of hosting on Acast Open.
08:20: Paying for quality: Acast’s new supporter feature allows for donations/listener compensation to the creator. Acast wholeheartedly believes that creators should be compensated for their work and creativity in the audio media space.
10:30: Shake up your platform! What works for one podcaster in one genre of podcasting might not work for you. Don’t be afraid to step outside of the box and experiment.
11:10: The democratization of the media and podcasting: anyone can do it with the right tools and resources, but there has to be a plan in place. You have to put time, thought, and energy into preparing for your podcast for success.
Live podcast streaming has become increasingly popular throughout the pandemic. Photo by Kate Oseen on Unsplash
“What is your point of view? What do you have to say that’s unique?... Batch up those episodes so that you can churn them out on a weekly or bi-weekly basis so that your audience can come to expect that content from you because once they’re there, once they’re ready to listen, you need to be able to give them that content.” - Tess Neudeck
16:20: Know your niche. Podcasting is evolving into so much more than traditional genres. Here are some podcasts that Tess recommends:
21:20: What’s missing from podcasting right now, and could live streaming be a part of the next generation of podcasting?
Check out last week’s episode where we spoke with John Andrews and WallStreetBooyah about his live streaming financial news show on Twitch.
Want expert help with your podcast or voice marketing strategy?
Tess Neudeck - Acast Marketing Manager for the Americas
Connect with Tess Neudeck:
Instagram: @tessypie
Twitter: @tessypie
Tess’ Blog: peachestoapples.com
Connect with Acast:
Twitter: @acast
Instagram: @acastforthestories
INSTA - FOLLOW @BEETLEMOMENT:
057 - Sonic Branding: The Sound of Your Brand - Audrey Arbeeny
Sonic branding definition: the art and the science that surrounds the strategic development and deployment of a consistent authentic sound experience of a brand.
“Sonic branding is critical right now because customer experience is paramount. People want to feel emotionally connected to their brands. And they have so many places where they can now hear the brand... when that starts sound disconnected, you are creating a poor experience of the brand.”
Guest: Audrey Arbeeny, Founder, CEO and Executive Producer of Audiobrain, a globally recognized leader in sonic branding.
Listen in your favorite podcast app:
What is sonic branding?
Sonic branding is the art and the science that surrounds the strategic development and deployment of a consistent authentic sound experience of a brand. It includes sonic logos, audio marks, podcast introduction music, video music, app sounds, on-hold music, executive walk-on music, and more. A brand’s sonic DNA informs all other aspects of sonic branding.
Topics:
What is sonic branding? Why does it matter?
Sonic identity is the strategic and creative alignment of this experience
Where is a brand heard? Everywhere from podcasts, commercials, videos, to IVR, call centers, jingles, transactions, mobile apps, kitchen appliances, cars and more
Consistent sonic branding elevates the brand, including its visuals
Audiobrain case study a heart health device: Counterpace (a state of the art sensor that syncs your heartbeat and footsteps)
McDonald's self serve kiosk sounds - an Audiobrain client
Emily's story - the in-depth process through which Audiobrain created her custom sonic branding for the podcast, Flash Briefing, and Emily's keynotes and speaking events (executive walk-on, room warming etc.)
Audiobrain created the sonic branding for McDonald’s self serve kiosks
041 - Don't Podfade - Phoebe Mroczek: How You Do One Thing is How You Do Everything
Guest: Phoebe Mroczek of Unbecoming Podcast and New To (Austin) Podcast
Topics: Podcasting, the business of podcasting, entrepreneurs, consulting, brain picking (ugh), commitment, intimacy through audio content
Phoebe Mroczek hosts Unbecoming Podcast and New To Podcast (a show about moving to Austin)
Hear Phoebe and Emily discuss:
Podfading - the overall mortality rate of podcasts or “podfade” comes in at a remarkable 50%
Phoebe Mroczek:
Phoebe Mroczek is a podcaster and marketing strategist who helps online entrepreneurs create a profitable business that is an honest reflection of who they are and what they want most.
ABOUT Phoebe:
She is the host of Unbecoming, a podcast and nationally-syndicated radio show that helps entrepreneurs release the judgments and beliefs holding them back from living a more meaningful life. Her show reaches 350,000+ listeners per month from 40+ countries, 16 AM/FM stations in 20 cities nationwide and across 20 Internet platforms.
She built and ran a six-figure online marketing business for several years before realizing that her real passion was in helping entrepreneurs amplify their message and have a greater impact by being more of themselves.
Phoebe believes that while what we do in the world is important, we’re meant to do so much more in life than just work. As an curious explorer and recovering perfectionist, she’s traveled to 65 countries on 6 continents, been cage diving with great white sharks, camped in the Serengeti and motorbiked across 15 countries in Europe.
Phoebe in the news:
037 - Sonic Branding - Phoebe Ohayon from Voice Branding Agency (Netherlands)
Emily Binder interviews Phoebe Ohayon, an Audio Branding Strategist and Audio Designer in Amsterdam with a background in audio engineering and branding. Phoebe helps brands prepare for a sound and voice-activated future. With her voice-first audio branding approach, she helps brands and companies who are creating voice experiences and want to use the power of audio (voice, music, and sound) to design the best customer experiences.
Topics:
1:53 Audio design and strategy for voice technology / voice assistants
3:00 How to start with sonic branding - research is first: brand orientation session
4:20 From auditory perspective, perception matters for brands who will communicate with voice more as time passes
4:55 Where do you start with creating brand voice?
8:30 Emotional impact and perception of brand
8:50 Even programming the sound of “Hello” is complicated
9:50 Customer-first design
9:55 Design bias (Apple Health app initially lacked menstrual tracker)
10:20 Inclusive design - VUI has an opportunity
10:34 Confirmation sounds vary by nationality and auditory history
10:55 MasterCard’s new audio logo is internationally sensitive
12:10 Auping bedtime skill on Google Actions
13:25 Create a coherent strategy for all touch points to create brand preference and trust
Upcoming Event:
Join us at VOICE Summit 2019! Phoebe Ohayon, Audrey Arbeeny, and Emily Binder speak July 25, 2019 on the Sonic Branding panel. See more: Emily Binder - Speaking.
Mentioned:
More about Auping Bedtime Skill (Google Action - Dutch version):
On October 24, Google launches the Dutch version of voice assistant Google Home. For this smart speaker, which can instruct the user and ask questions, Dutch bed manufacturer Auping developed a so-called 'Google Action'. Auping has developed this Google Action together with voice specialists from Mindshare and Greenhouse Group Conversational .
The soundscape
The story is being narrated by Birgit Schuurman, a famous Dutch actress and singer, who also narrated the Auping commercial. Not only did this create a great connection to the commercial, but she also turned out to be a great fit for this story. A warm and pleasant voice, perfect for narrating a children's story.
-https://www.themarketingtechnologist.co/auping-bedtime-story/
Connect with Phoebe Ohayon:
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033 - Top Five Tips for a Great Alexa Flash Briefing - Daniel Hill
What makes a great Flash Briefing? Daniel Hill, creator and host of The Instagram Stories Flash Briefing is our guest. Daniel and Emily Binder, creator and host of Voice Marketing - Daily Beetle Moment Flash Briefing discuss the top five tips for creating a popular Flash Briefing.
Why Daniel has the #1 Alexa Skill for search term “Instagram”:
“Others were doing similar things [marketing tips for small businesses] on Instagram, but no one was doing it on Alexa.” -Daniel Hill
Length - 10 seconds, 90 seconds, or 3 minutes? Daniel suggests a longer briefing than Emily. It depends on your content.
Don’t waste time on your intro and outro. Use markers. (Emily uses Pippa - click here for a $25 Amazon Gift Card when you sign up for a year of audio hosting). Include sonic branding - be consistent.
Schedule / cadence - how often to publish your Flash Briefing?
Make a commitment.
How many days per week? 5 weekdays, or all 7 days? Should you publish on weekends? Whatever you do, be consistent and let listeners know what to expect. Listenership for Flash Briefings diminishes on weekends but you may want to post at least one or two weekend posts for the ones who stay engaged (Daniel). Consider a weekend edition (something short and simple).
Survey your listeners: Daniel used a Google Form, created a bit.ly link to it, and announced it on his briefing - and he gave away an Echo to incentivize listeners to take the survey. Batch record - don’t leave this until the night before (Emily). Daniel: Fresh news briefings require recording daily most of the time. Consider recording early after the gym or whenever you feel most energized. Listeners can hear fatigue in your voice.
Content: what to talk about?
Daniel: It has to be newsworthy.
Emily: Don’t be obvious and basic. Don’t make a briefing about something basic.
Add value: “What do I know that other people don’t?” And add your take on the news you share. Example briefing (share news, give take) below or click here.
What to name your Flash Briefing:
Daniel: Look for a name or word people are talking about. Capitalize on popular search terms because this platform is so uncrowded.
Emily: Look at Google Search Trends or Amazon’s list of top product searches. https://twitter.com/emilybinder/status/1117167808851382274.
What’s the point of your briefing?
Emily: Public speaking should make your audience feel something, remember something, and do something. Look at your briefing as a body of work over time. You need a central theme or idea that is the backbone of all your content.
Daniel: Make a Flash Briefing that is niche: example: not just fishing, not just deep sea fishing, but Sustainable Deep Sea Fishing!
About Daniel:
Daniel Hill is obsessed with figuring what grabs people's attention and holds it. What makes someone tap the "like" button or double tap on a picture? What makes someone post the crying emoji or share a post with their private text message group? Daniel currently works at Columbia University Medical Center and runs DanielHillMedia, where he teaches small business owners how to use Instagram. He hosts an Instagram podcast, called "The Instagram Stories", and launched the first Instagram Amazon Alexa Flash Briefing Skill where he gives daily news updates and answers questions. You can find him on Instagram @danielhillmedia.
Connect with Daniel:
The Instagram Stories Flash Briefing
Twitter and Instagram: @DanielHillMedia