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
INSTA - FOLLOW @BEETLEMOMENT:
042 - Wendi Cooper: How Marketing is Failing the Modern Mature Consumer
Harleys and Jets vs. Bingo and Go Fish
Show notes:
The 85+ age group is the fastest growing. There are more people 65+ than under age five. This is a huge missed opportunity for brands not talking to the 50+ cohort.
60 million U.S. adults are between age 50-70: lots of spending power
Peter Pan syndrome in advertising world
Wendi has been in DRTV since 1997 - and it's a lot of selling to women
07:23 We are not data driven only because of the digital age, DR has been data driven since long before there was digital
07:30 It has always been women purchasing on TV and in retail so why aren’t we honing in and speaking to them more?
Marketers are not reaching mature consumers effectively mainly because ad agencies skew so young
9:30 Too many marketers assume people watching CNN are on their way to assisted living
9:50 Programmatic - ad fraud - billions wasted per year
9:55 Voice is the future - voice is natural for all age
10:25 What should marketers do to reach the 50-70 group with voice?
10:55 "I've fallen and I can't get up" - famous ad was original voice technology - necklace to send help
11:53 As people become elders they need voice to contact loved ones and order prescriptions
12:10 Bezos - Amazon pharmacy play - smart
12:20 Voice for assisted living - ideas where older people will understand and use the technology
12:50 Voice is even more intuitive than an iPad, but who is the teacher? This matters.
13:15 50-70 year old market who are thriving - Flash Briefings for this group would be great (Wendi will create one)
13:55 How do you market your Flash Briefing? The challenge here is widespread for all ages.
14:50 As soon as you are able to create content you can drive people to a destination (e.g. Wendi put the first URL instead of an 800 number in a commercial)
15:15 A TV commercial to drive awareness of the 60+ Alexa skill would work - Wendi feels this is necessary to bring mass awareness to voice
16:00 Super Bowl ads about Alexa
16:10 "Go get the Alexa skill" is the new download the app or visit the website
Ad agency ageism stats via Ad Age:
In 2017, the majority, or 63 percent, of workers in advertising, public relations and related services were under 45 years of age, according to the Bureau of Labor Statistics.
The median age in the category was 39.2—roughly the same as a decade earlier. (By comparison, the median age in accounting, including tax prep, bookkeeping and payroll services, was 45.)
Broadly speaking, age bias accounts for nearly a quarter of overall complaints against employers.
Here are some great Alexa skills for seniors from Heidi Culbertson's company Ask Marvee:
Get in touch with Wendi Cooper, C Spot Talk:
wendicooper.com - Speaking of Age
https://www.facebook.com/cspottalk
LinkedIn - Wendi Cooper: https://www.linkedin.com/in/wendicoopercspottalk/
YouTube: Wendi Cooper: https://www.youtube.com/user/cspotrundirect