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.
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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
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071 - WallStreetBooyah: Fintwit on Twitch with John Andrews - Video
John and Emily bring WallStreetBooyah into the conversation in this episode. They discuss the authenticity and democratization of media and how creating unique content on a unique platform can lead to more diverse marketing opportunities. Be sure to watch the video and meet the anonymous man in the mask, WallStreetBooyah.
"They're missing the entire next generation of investors, and they're just making fun of them, all the Robinhood millennials, and they just joke about it and move on. But their entire audience is retiring soon. And they're going to be withdrawing all of their stocks into fixed assets. And who is going to watch them? The Robinhood millennials." - WallStreetBooyah
There's a daily R-rated party of smart business and market commentary on WallStreetBooyah's Twitch channel. The anonymous man in the bat mask is inventing a new category, quickly gaining over 6,000 active followers in months. Get up to speed on the evolution of financial news in Emily’s conversation with Booyah and digital marketing expert John Andrews. (ICYMI: catch episode 70 with John and Emily discussing marketing and retail during COVID-19).
This conversation covers the so-called Robinhood millennial investor, live streaming and online community, and influencer marketing. Be sure to watch the video and meet the anonymous man in the mask, WallStreetBooyah!
WATCH THE VIDEO:
Guests:
WallStreetBooyah: "ScruffBat. Millennial. Idiot. Twitch person. Equal parts Cramer/Rogan/Pokimane. Fighting JPow & money printer w/ music and memes. Not financial advice." - @WSBooyah on Twitter
John Andrews, CEO of Photofy, a community content creation platform, is a media disruptor. Leveraging over twenty years of experience in consumer packaged goods marketing coupled with eight years of social media knowledge to build new media formats in the shopper marketing space. He helped build one of the first ‘people as media’ platforms at Walmart called Elevenmoms, founded Collective Bias (Acquired by Inmar in 2016), and teaches as an adjunct professor at NC State University.
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Theme: Authenticity and democratization of media. Creating unique content on a new platform can be a category killer. Imagine the future of podcasting with this in mind.
TOPICS:
01:30: Who is WallStreetBooyah? What does he do? How did we hear about him?
03:01: What can you expect to hear on WallStreetBooyah's Twitch channel? "This is something new." - John Andrews
Anonymous Twitch financial commentator WallStreetBooyah wears a bat mask on his R-rated financial news channel that embraces the Robinhood investor and holds back nothing.
05:00: Category killing and financial news: Twitch isn't somewhere you would think to go for financial information. WallStreetBooyah is using an unconventional channel to reach an audience, essentially inventing a new category with less competition.
06:20: "I bill myself as the absolute worst financial show you're ever going to see. I don't have any training in finance or business. I don't have any degrees." - WallStreetBooyah
WallStreetBooyah has over 6,000 Twitch followers
WallStreetBooyah's show is built on quick witted commentary that’s a collaboration between him and his audience (in the live chat). He embraces the Robinhood trading persona. The interaction and the community draw out unique content that serves as the real entertainment and hook to the audience, which is what draws John Andrews in almost everyday.
"It's a conversation... If there is a car chase in the middle of the day, we'll pull it up and watch that." - WallStreetBooyah on the content style for his show
08:08: Jack Dorsey has promised that Twitter will never have an “edit" button - and that’s good (Emily)
09:30: The gambler mentality of day trading (poker, puts, betting)
"That's the audience; we're interested in the stock market, we're interested in trading. A lot of us have gambling in our systems to be perfectly honest, playing poker and learning odds, and those types of mathematics." - WallStreetBooyah
13:05: What hooked John Andrews on Booyah’s Twitch?
"It gives me a sense of people's mindset, which I think is a lot of the market anyways, right? A lot of the market is people's emotions, what are people thinking and doing." - John Andrews
15:09: A differentiator: interactive storytelling replaces push messaging and one-way content. People don't want to be sold to anymore, and consumer trust is at an all-time low. Audiences don't trust traditional news sources as much and prefer to choose their own news entertainment that reflects a voice. Think: media democracy.
15:52: How can conversations on WallStreetBooyah's Twitch channel inspire your own marketing?
18:35: Dave Portnoy, controversial figure in fintwit, founder of Barstool Sports - growing your marketing/media exposure with video and social media
21:30: What does Booyah think is the problem with traditional financial news sources like CNBC and Bloomberg?
25:02: Daniel Crosby, NYT best selling author of The Behavioral Investor, psychologist, and behavioral finance expert:
Hear our episode with Daniel Crosby
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070 - John Andrews: Retail Just Advanced Five Years - Marketing Post-COVID
John Andrews, CEO of Photofy, a community content creation platform, and Emily talk about all things Marketing Post-COVID in this week's episode. This episode has it all: social media advertising, the future of retail, and amazon to eCommerce. See what these two think the future holds for marketing and which tactics have been most successful in the last several months.
"What was a slow-burning retail apocalypse for many retailers just turned into a full-fledged firestorm. Shopping will be forever changed post-crisis, and while the dislocation of people and capital will be painful, both will be reallocated to more efficient models." - John Andrews
John and Emily talk about marketing and retail during and post-COVID-19. This episode has it all: social media advertising, the future of shopping, ecommerce, Amazon, and which brands will survive.
Video:
Guest: John Andrews, CEO of Photofy, a community content creation platform, is a media disruptor. Leveraging over twenty years of experience in consumer packaged goods marketing coupled with eight years of social media knowledge to build new media formats in the shopper marketing space. He helped build one of the first ‘people as media’ platforms at Walmart called Elevenmoms, founded Collective Bias (Acquired by Inmar in 2016), and teaches as an adjunct professor at NC State University.
Hear this podcast anywhere:
Topics:
02:30: Curbside is the winner of COVID: How retail has advanced during the pandemic.
04:40: Consumers are drawn to products and services that help them enjoy more “productive time” (e.g. riding in an Uber instead of driving).
06:00: Walmart was ahead of the game with their curbside shopping and pick-up process. They have been doing this for years.
07:00: HEB, a regional grocer in Texas, was beating out larger grocery chains during the peak of the pandemic because larger chains couldn’t keep up with demand and the need for new curbside services. HEB was stated to have begun preparations for curbside pick-up as early as 2005.
A pair of Nike shoes that John, a self-proclaimed sneakerhead, bought off Instagram.
11:25: Nike is one of the few companies that is managing a transition into digital retail very well, and it’s all about the difference between the use of push marketing and first-party data.
“Nike is using its direct understanding of its data to perfectly market to me what it knows I am interested in.” - John Andrews
16:30: Marketing advantage through data and the Nike app
19:35: Two recent global studies from Kantar and Edelman reveal that advertising and social media in particular are at new all-time lows for consumer trust. Just 17% of people trust news from social media.
“Public favorability towards advertising was 25% in December of 2018, but in 1992 that figure was 48%.” -Edelman Trust Barometer
21:00: Media companies are built on advertising, and they have had to be creative about their ad-driven tactics. Instagram does a good job of curating content for unique users but can bombard users with ads based on their interests.
24:40: What is an email address worth in five years? Will email marketing become a thing of the past?
30:00: What platforms are the best for targeted marketing? How do sound and voice play into this?
“There is an advertising opportunity in [the voice assistant’s recommendations] because everything is predictive.” - Emily Binder on the future of advertising
John’s recs: Podcasts, book, & WallStreetBooyah Twitch channel:
Podcast: Joe Rogan Experience: #1470 Elon Musk
Podcast: Social Geek Radio with Jack Monson, CRO at Social Joey
Twitch: WallStreetBooyah
Check out Episode 71 - VIDEO podcast with WallStreetBooyah and John!
Book: Ichigo Ichie, the Japanese philosophy of living in the moment and putting randomness into your life: (recommended by Scott Monty)
Ichi-go ichi-e (Japanese: 一期一会, lit. “one time, one meeting”) [it͡ɕi.ɡo it͡ɕi.e] is a Japanese four-character idiom (yojijukugo) that describes a cultural concept of treasuring the unrepeatable nature of a moment. Ichigo Ichie is the idea of living in the here and the now and embracing each day as it could be our last.
John Andrews is CEO of Photofy, a branded content creation platform
Connect with John:
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069 - Steve Pratt: Podcasts - Your Brand's Unfair Advantage (VIDEO)
What makes a good podcast? How about a great podcast? In this episode, Emily and Steve discuss the best ways to create a valuable message to grow your podcast audience as well as how companies should be approaching podcasting as a new form of content marketing. They also discuss emerging opportunities with audio content and voice assistants like Alexa, Google Assistant, and Siri.
Why do Facebook, Dell Technologies, Mozilla, Slack, Red Hat, NYT T Brand Studio, BMW, CBS, Charles Schwab, and more top brands come to Pacific Content when they want to create a branded podcast?
Steve Pratt is the Vice President and co-founder of Pacific Content, a company of 30 passionate podcast nerds that focuses exclusively on creating original podcasts with brands.
Play the video:
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Pacific Content joined Rogers Media in May 2019 and is one of Entrepreneur's 100 Brilliant Companies. Their shows have won Webby Awards, Digiday Branded Content Awards, MarCom Awards, and Shorty Awards.
What makes a good podcast? How about a great podcast? In this episode, Emily and Steve discuss the best ways to create a valuable message to grow your podcast audience as well as how companies should be approaching podcasting as a new form of content marketing. They also discuss emerging opportunities with audio content and voice assistants like Alexa, Google Assistant, and Siri.
2:20: How Steve started working on branded content and more details on his background.
3:00: Sirius XM and the first podcast ever.
4:19: Getting bitten by the "podcast bug." Opportunities to generate exposure for new bands in Canada emerged through licensing agreements for podcasts.
4:35: The new wave of podcasting hits and with it the need for podcasters to think and act like media companies
5:37: Companies begin realizing a new medium to generate content to increase exposure, without overtly tying it to their brand. It doesn't sound like an ad.
Choiceology with Katy Milkman is an original podcast from Charles Schwab. It explores irrational decision making. The show was created by Pacific Content.
"They all understand that you have to put the audience first, and you have to have a lot of empathy for the people that you're creating this for. Anytime anybody makes a piece of content that is about themselves, it's an infomercial." - Steve Pratt
"If we make something that's about us, maybe people will listen once, and then they'll never come back." - Steve Pratt
7:22: Traditional advertising is becoming less and less effective due to the economic and global impacts of coronavirus. Advertising isn't always about showing off your brand and product; sometimes it's about just about creating something that adds value to the user's experience.
"This is a time for brands to serve instead of sell" - Steve Pratt
Loyalty and ROI
9:00: How do you play to the unique strengths of audio, and how do you measure your success in harnessing it?
11:10: Podcasting can reach people when screens aren't available
Podcasting hit a watershed moment in 2019 when, for the first time ever, over 50% of the U.S. adult population had listened to a podcast.
13:39: Everyone has a podcast, and the market is increasingly growing. Discovery and promotion can be a podcaster's biggest hurdle.
14:48: The same tips for growing your podcast can be applied as you're building a voice experience on Alexa or Google Assistant.
"This is all part of the concert of the marketing instruments; they play together." - Emily Binder
17:58: Word of mouth can grow ambassadors for your podcast or voice experience.
"You can't buy listens in podcasts, you have to earn them." - Steve Pratt
18:30: Goodpods is a platform for users to discover new podcasts and can help podcasters capitalize on the "word of mouth" marketing in a digital form. Goodpods is founded by JJ Ramberg, see our conversation with her here.
19:56: Establish patterns and comfort with users, and it will make them more drawn to new mediums. This will reduce friction to new technology and drive adoption.
"When we first had smartphones, you had to teach someone how to download an app and close an app...now, it has become second nature, and we can't live without it." - Emily Binder
23:05: This is the time to experiment with technology
24:53: Smart speakers are the training wheels of voice, but voice assistant is on so many more devices than just a smart speaker
"We had a 70% YOY increase in global shipments of smart speakers in 2019 over 2018. And voice in the car is actually the fastest growing and number 1 use case of voice." - Emily Binder
27:17: What has Google been doing in the podcast space?
Books and Podcasts Steve recommends:
Connect with Steve and Pacific Content:
Steve Pratt is Vice President and Co-Founder of Pacific Content, an award winning podcast studio
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