Welcome to podcast Maps. My name is Graham brown., I'm going to share with you five insights from the world of audio, very different insights from tech, from business and from society. This week, we're going to look at what Instagram is doing in audio and what that means to Facebook, Tik, TOK and Spotify then we're going to look at podcast rankings, data analytics, I'll offer some insight into three rankings apps that are available on the market right now being Chartable, Rephonic and...

Welcome to podcast Maps. My name is Graham brown., I'm going to share with you five insights from the world of audio, very different insights from tech, from business and from society. This week, we're going to look at what Instagram is doing in audio and what that means to Facebook, Tik, TOK and Spotify then we're going to look at podcast rankings, data analytics, I'll offer some insight into three rankings apps that are available on the market right now being Chartable, Rephonic and...

How do you get started with your corporate podcast? Well, you have a choice to do it in-house or to do it with a specialist. In-house maybe easiest to get started in the short term. If you have the ready skills. But the lack of industry wide perspective on what works as well as the risk and cost and employee times and focus may make it a better choice for you to hire an industry specialist A podcast agency, like our team at Co who have the industry experience and can take care of all the...

With over a thousand podcast episodes produced. You develop a good ear for what makes a good host and importantly, what doesn't. I'll talk about those choices in a minute. But at this stage, the most important decision is to decide who the host is. We have a series of criteria in the podcast agency to identify hosts internally and help corporate leaders and comms leaders decide who the best hosts could be. Here are a couple of those questions and factors to consider in host choice one. Are...

Sometime ago, I was giving a presentation to a group of startup founders, and I was talking about narratives and storytelling. After the presentation, one of the startup founders approached me. He looked a little bit confused and he said, I don't want to tell a story. I want to tell the truth. To which I replied. If you don't tell a story i won't know what your truth is in a world where people increasingly want to know our truth, who want to see through organizations and understand the...

So, what do you talk about on your brand podcast? The answer to this question lies in your audience. That's why, if you haven't defined the Audience Avatar for your podcast yet, it's going to be hard for you to create content that strikes a chord with the listener. The good news is that you probably have a lot of content already in the house. That may be white papers and reports, but it also may be found in the conversations that your people have on a day-to-day basis. That's why there are...

The Audience Avatar is one of the most important assets that you'll create for your podcast. It's a single sheet that contains everything we need to know about the listener and when I say everything, I mean, everything. For me, this audio book, the Audience Avatar is Nicole. I gave her a name. She's 42 years old. She's a corporate leader. She's a communications leader for her brand. Give your Audience Avatar a name, humanize them. How old are they? What positions do they have in their...

In this section, I'm going to talk about podcast design. Solid, well-researched designs are like the foundations of your podcast. You can't build a house on quicksand. It's the same as starting a podcast without researching who your audience is and what the right design is to achieve your business objectives. That's why anecdotally, a large percentage of the podcasts that do fail, fail because they aren't set up right from day one. No matter how successfully you build their house, if the...

Who exactly listens to podcasts today? Let's have a look first at age and influence. According to a marketing chart survey of LinkedIn members, most podcast listeners were 18 to 34 years old and at the VP or C level within their organization. Meaning, podcast listeners are young influential and possibly more vocal than older non podcast listeners. Now let's have a look at how podcasts listeners actually consume podcasts. From the Edison research, infinite dial report, 44% of podcast...

Podcasting for brands is for corporate leaders and communication heads. You may have a podcast in your company already and be thinking about how do we grow our audience or you may be thinking of starting a podcast for your brand. It may be specific to your region or a team. All the above options, a good reasons to listen to this guide because I've worked on all of these business cases. And I want to share with you today, my experience about what works and what doesn't. And hopefully if I've...

What is podcasting for brands all about? I've produced over 1000 podcasts and worked with brands like McKinsey, IBM and AirAsia in my time. And I found that the problem roughly breaks into three areas for brands. One is concept, two is conversation and three is community. Let me break these down for you. One concept. A business podcast is fundamentally different from a consumer podcast. Now that's a challenge because most of what we understand and experience in podcasting today is...

So just how big is the podcast market today? If you want to understand the podcast market today, we have to understand it through the lens of people. There is no more authentic medium. There is no better way to build authority and what better way for you, your brand and your brand leaders to grow an audience of people that care about the conversations that matter to them? There are 2 million podcasts in the world today. That's the number of websites there were back in 1998. The latest...

Welcome back to podcast maps. This episode is all about growing podcast audiences. You might be a podcast host. You might be a podcast agency. One thing you're probably experiencing today that shares all of the above is the difficulty in growing an audience. There's reasons for that. You can listen to my previous episodes of podcast maps to see how technically the algorithms have changed or Spotify on apple. Covered in this episode of Podcast Maps: Audience numbers quality or quantity?,...

Connection -> Speak to the listener "you” works great Conversation -> Talk to them, not the guest Community -> Get out there and talk to them Content SEO -> Attract aligned listeners Callback -> Create a narrative that keeps people coming back Cadence -> Once a month is no longer enough Consistency -> ...builds quality

The first sense we ever experienced was the sound of another human's heartbeat. Audio is the root of all connection. And this is the same of brand communication as it is for human beings. Video may be exciting and shiny, but you're competing with an army of teenagers who work harder, longer and get more viewers than brands ever will. But what your average 15 year old kid can't do is bring a wealth of experience, connection and conversation to the table. That's why when it comes to thought...

Vox Populi Vox Dei - the voice of the people is the voice of God. We can learn a lot from radio. Radio can teach us what Audio 2.0 needs to do next. The first ever "Radio Phone in” took place in London 100 years. The industry first by BBC Radio was so popular that the Post Office (who then controlled the airwaves) had to step in and shut it down. My point is that Radio has been doing Community for 100 years. Specifically building community. In this episode I discuss what radio does so well...

I was surprised to learn that Cassette Tapes are enjoying a renaissance, due in part to the reality of our disconnected lives. Tapes have always been core to connection and sharing. (In 1989 tapes sold 83 million units a year in the UK). https://scroll.in/article/990384/audio-cassettes-are-a-bit-rubbish-so-why-did-their-sales-doubled-during-the-pandemic Remember the word COMMUNITY comes from the Latin COMMUNICAT which means "to share”. What we were doing with cassette tapes 30 or 40 years...

Orson Welles rose to notoriety with his broadcast of War of the Worlds in 1938. Legend has it, his realistic broadcast complete with news alert, brought offices and drivers to a standstill, shocked that Mars was indeed invading America. The broadcast aired during a perfect storm of factors: on the one hand a backdrop of foreboding with the rise of Hitler in Europe and on the other the emergence of the modern industrial consumer who turned to mass media for information and connection. Fast...

Tokyo and Shanghai combined have 73 million people. That's more people in 2 cities than the population of California and Texas combined. So many people, so little space. Many of these 73 million people came from outside the city, uprooted from their local communities. It's no coincidence that they have the largest and most profitable Starbucks stores in the world. Not because Starbucks sells coffee, but they sell what people need during times of massive disruption - spaces to connect. In...

This year Elon Musk and Clubhouse burst onto the scene. The Google Trends data on Clubhouse speaks volumes about the hype. After Clubhouse comes Linkedin, Reddit, Facebook and Twitter. Then there's Discord, of course, the audio first dark horse app hit chugs away in the background with 120 million users. (a more detailed trend comparison of Clubhouse vs Discord) And Podcasts. 1 Billion Weekly Listeners. All of this is not going without Mainstream attention. Washington Post this week wrote...

In this episode of Season 2 Podcast Maps we'll look at the analytics tools you can use to find your podcast ranking. We built our own Podcast Analytics tool called Podminer which ranks 90,000 podcasts in the business category. Critical to your podcast ranking are several Podcast SEO meta factors including your choice of category (see How to Choose Podcast Category), Podcast Cadence (see how often should I publish my podcast episodes? and audio length (see How long should a podcast episode...

Your podcast category can impact your audience and ranking. In this episode of Podcast Maps we'll look at how to choose the right category for your business podcast. Here are the 7 episodes in Season 2 on Podcast SEO: 1) What is Podcast SEO? 2) How long should a podcast episode be? 3) How often should I publish new podcast episodes? 4) How to rank podcasts? 5) How to increase podcast audience 6) How to choose podcast category 7) How to find your podcast rankings If you questions, queries...

How to increase your podcast audience through organic on-store growth strategies. Guests sharing no longer is an effective strategy to grow your podcast audience. In this episode of Podcast Maps we look at the importance of on-store strategies - working "on" your podcast as opposed to working "in" it. We also look at how the Spotify and Apple search algorithms work and measure the "stickiness" of your podcast. add Graham Brown on Linkedin

How to rank your podcasts on Spotify and Apple. In this episode of Podcast Maps we look at how ranking works and why it's a critical "upstream" metric to benchmark podcast success long term. add Graham Brown on Linkedin