Author: Sharon Newell

Popular Podcast Genres – What The Stats Tell Us

Posted on by Sharon Newell

During Q3-Q4 of 2022, Edison Research delved into the genres most likely to place a show in the top 200 charts in the U.S. In this article, we’re analysing the findings and what they mean for podcasters. So, let’s get into it. 

The research

Rather than simply totting up the different shows in the top 200, Edison Research calculated “batting averages” for each genre. They explained, “Baseball batting averages are calculated by dividing the number of hits into the number of at-bats; this podcast genre “batting average” is calculated by looking at the number of times a genre appears in the top 200 (its hits) divided by the number of times a genre appeared in the top 20,000 (its at-bats).” 

Here’s what they found: 

It’s worth noting that Edison also explained that “podcast averages are ‘low’ compared to baseball, and this is because there are so many more podcasts. In other words, if we look at the top one per cent of shows, an equal distribution would mean that 1% of the titles in that category should be in the top 200.”

Popular podcasting genres

As you can see from the results, true crime comedy and news dominate the charts regarding the number of shows and offer the best batting average. But that’s not to say they’re the best choice of genre to create a charting podcast. Take society & culture, for example, with 20 shows in the top 200. 

If you look at the top shows on the Spotify and iTunes charts in the U.K., you’ll see it’s similar to the U.S. with a mixed bag of genres, with pop culture featuring heavily in the top 20. 

A survey of 2,000 adults in the U.K. commissioned by Vodafone found that comedy (30%), entertainment (25%), sport (23%) and true crime (19%) were voted the most popular podcast genres overall. 

Here’s how other genres rank in the U.K.:

  • News 18%
  • Health and Fitness 16%
  • Politics 15%
  • Personal development 14%
  • Pop culture 14%
  • Drama 12%

What the research means for podcasters

But what do these findings mean for podcasters? Here are some key takeaways: 

  • Comedy shows dominate the charts, with a batting average of 2.7%. So, while it’s a saturated category, if you’ve got a great show, there’s a demand for comedy; this is reflected in both the U.S. and U.K. findings.
  • While you may think it’s best to opt for a show with less competition, such as T.V. & Film, Leisure or Education, these findings highlight a need for further research to ensure demand. 
  • Genres like science and history have less competition in the charts but good batting averages.
  • True crime and comedy are the most popular genres in the U.S. and among the top 4 in the U.K. The research suggests that listeners are turning to podcasting for escapism and entertainment. 
  • News podcasts also rank well in both countries as podcasting becomes a major news source; read more in our recent article. 

If you’re wondering which podcast genre you should lean into, there’s no definitive answer from these findings. So, whether you opt for a popular category with more competition or a less saturated genre that you can cut through more easily, podcasting success isn’t purely down to genre. 

Instead, the primary takeaway is this: there is demand for various genres in the U.S., U.K. and globally. When analysing data and charts, it’s clear to see listeners are looking for authenticity, relatable hosts, trusted voices, and predictability. So, here’s what you should be prioritising if you want your podcast to chart: 

  • A consistent release schedule
  • Reactive content
  • Know your genre inside out! 
  • Be authentic and relatable 
  • Understand your audience

Ready to rise through the ranks of podcasting? Join our inclusive podcasting community here.

Podcast Marketing Toolkit – Ten Must-Haves To Grow Your Audience

Posted on by Sharon Newell

Creating a podcast is no mean feat; promoting it is a whole other challenge. In this article, we’re sharing our ideas on what should be in your podcast marketing toolkit if you want to reach more people and grow your audience. So, let’s get into it! 

Your podcast marketing checklist

1. Original artwork 

The most important element of your visual branding is your podcast artwork. You want your podcast to be instantly recognisable. So, spend some time nailing your artwork and ensuring it’s consistent across all platforms. 

2. Killer description 

Once you’ve sorted the visuals, it’s time to master the words. In addition to great artwork, you’ll want an equally impressive podcast description for apps and platforms. Think of this as your elevator pitch. It’s a chance to sell your podcast in a short and sweet format. 

3. Branded episode assets

From guest quotes and audiograms to episode quotes, your branded episode assets are any content you or your guests share online to promote your podcast. While they can be distinct from your pod’s artwork, aim to keep them in line, using the same colour palette and fonts to ensure you have a distinct brand style. 

4. Video content 

Video content is invaluable when it comes to marketing. So, whether you’re a video-first creator or create video content specifically for YouTube shorts or social media, it’s an essential part of your tool kit. 

5. Website 

Websites don’t need to be expensive or have lots of content. Instead, opt for a simple website including all need-to-know information like links to your show and your socials, an introduction to your podcast and a data capture form. 

6. Email list

Once you’ve captured data from your audience, use it to build out a mailing list to reach them easily. Unlike social platforms, your mailing list belongs to you and can never be taken away at the click of a button. Furthermore, building your list opens opportunities to build engagement and boost revenue. It’s a win-win.  

7. Show notes and transcripts

Not only are show notes and transcripts good for SEO, but they’re good for accessibility, too. So, make sure that you set aside some time to ensure every episode you publish has excellent show notes and a transcript – you can use tools to make it easier! 

8. Press/media kit

A press or media kit is another thing you should have in your arsenal for several reasons. Whether for a PR opportunity, to share with potential guests or to get sponsorship, a media kit can be a one-pager or document with all the key information about your show. Sell yourself! 

9. Trailer 

A great trailer is a bite-sized way to get your show shared far and wide across podcast platforms, social media, and various podcast platforms. To learn more about creating the perfect trailer, check out this article. 

10. Universal link

Last but certainly not least, every podcast should use a universal link. This ensures no one gets left out, no matter what device they listen to podcasts on. Simple housekeeping like this can make a lot of difference. 

So, there you have it, our ten must-haves for your podcast marketing toolkit. We understand that looking at this list may feel overwhelming if you’re just starting out, but it’s worth ensuring you have as many of these in play as possible to ensure you market your show effectively and reach your intended audience. 

If you enjoyed this article, stay tuned for more coming soon! In the meantime, check out more of our podcasting blogs and resources here. 

Beyond Downloads – Success Metrics For Indie Podcasters

Posted on by Sharon Newell

When it comes to podcasting KPIs, downloads are often a go-to metric. However, there are plenty more success metrics that are worth looking at. This article looks at five success metrics you should consider using to benchmark your performance and set future goals. 

While we don’t recommend becoming obsessive over numbers, it is important to check metrics regularly. This way, you can determine what is and isn’t working for your audience and lean into it. 

Let’s get into it!

Podcasting KPIs

Subscribers

Subscribers can be one of the most valuable indicators of your podcast’s success. From looking at subscribers for each episode, you can determine which prompted listeners to take action. Getting new subscribers not only means more people will be notified when you drop a new episode, but these listeners also become more likely to take another action, such as leaving you a review or sharing your podcast with a friend. 

Completion rate & listen time

When looking at download figures, you can’t tell if listeners dropped off during an episode. So, this is why delving deeper into listening times is important. By looking at the listening time, you’ll get a good overview of whether people are listening to the entire show or just some of it. 

As a result, you can highlight unpopular segments and topics. Furthermore, you can use the stats to determine the optimal episode length for your audience. 

Audience demographics

While demographics on podcasting platforms are somewhat limited, they’re still an important metric. For example, taking the time to understand which countries your listeners are from will allow you to engage with your audience and identify new opportunities to tap into your market. 

If you want to learn more about your audience, consider using social media or an online tool to create a short survey. And if you have an email list you can send it to, even better! Not only does this give you valuable insights to help you better cater to your listeners, but engaging with them this way makes them feel included and valued. 

Marketing effectiveness 

If you’re working hard to push your podcast on several channels or using various tactics, it’s essential to measure what’s working. Once you do, you can double down on that and continue to grow. 

For example, if you’re sharing snippets of your podcast on TikTok and they’re performing well on the app, are they driving listeners to your show or helping to build an engaged community? Rather than getting caught up on vanity metrics, you need to understand what is driving action. 

While tracking can be tricky to set up, we highly recommend using marketing attribution tools to determine where your marketing efforts are paying off. 

Audience feedback 

Although it can be daunting, researching what people are saying about your show is also important. From reviews and ratings to social sharing, gathering and searching for feedback from listeners will help you find out what is and isn’t working. Even negative feedback can be seen as positive, as knowing where to improve your show is always helpful.  

By doing so, you’ll also get the opportunity to engage in conversations with listeners and better understand your audience. 

If you’re not already setting aside time to review your podcast metrics, you really should do. Creating and marketing a podcast is time-consuming, so it’s essential to assess KPIs to ensure you’re prioritising the right things continuously. Remember, adapt where you can double down on what’s working and don’t be afraid to try new things. 

If you could use the support of our inclusive podcasting community, discover our membership options here.

Meet Zoe Jeyes, Founder And Producer Of The London Podcast Festival

Posted on by Sharon Newell

International Women’s Day first occurred over a century ago. The first-ever gathering in 1911 was supported by over a million people. Today, IWD belongs to everyone, everywhere. This year’s International Women’s Day theme is #EmbraceEquity, something we live and breathe at Content is Queen.

To mark IWD 2023 we’re spotlighting the women in the podcasting space who inspire us and celebrating the work they do to make the industry more inclusive. From exploring what equity means to them to a day in their life, this series will allow you to get to know our muses a little better. For the fourth and final instalment of our series, we caught up with Zoe Jeyes. 

Meet Zoe

Zoe Jeyes is the Deputy Director of Kings Place, a music, spoken word, comedy and podcast venue in Kings Cross. Zoe programmes comedy and podcasts and is the Founder and Producer of the London Podcast Festival. Since 2016 London Podcast Festival has welcomed 50,000 visitors to hundreds of live shows, high-quality, affordable workshops and classes, meet and greets, panels and more.

Q. The theme for IWD 2023 is equity. What does equity mean to you?

A. Fairness is incredibly important to me, and that’s how I define equity. Working in the arts, specifically in venues, for over 20 years, I’ve tried to champion fairness in all areas of the organisations I’ve been a part of. I aim to give people the support they need to succeed and excel, whatever that support is.

Q. More specifically, what does equity in podcasting look like?

A. The business of podcasting means that power and money are unevenly distributed. Equity in podcasting would mean that the people whose voices should be heard and whose stories should be told have the opportunities, support, power, and money they need to do so.

 Specifically for the London Podcast Festival, that means giving a wide range of podcasters and curators a live platform, supporting them through all aspects of venue production, marketing, ticketing and anything else they need, and making deals with everyone on the same terms.

Q. What does a typical day look like for you? Are there any rituals or routines you do every day? 

A. Working in the arts, no two days are the same! We have events every day, often several on the same day and the operational buzz never stops. On top of that, there are a lot of projects, planning, collaboration with colleagues and partners, and emails, lots and lots of emails… Do you ever feel that 90% of modern work life is sending and replying to emails? Thankfully I also get to watch lots of brilliant shows at my venue. Enjoying the fruits of the whole team’s labour live and close-up is magic.

Q. Do you have a hack or favourite tool creators should know?

A. Sadly, I’m not a creative nor the most tech-savvy person in the world. However, I make many great connections for the festival via social media. I’ve been discovering new content via TikTok recently, which is exciting and makes me feel very old.

Q. Finally, do you have any golden advice for audio creators?

A. Have you thought about doing a live show? It’s a fantastic way to connect with your audience in a new way. We’d love to hear from you if you’re inspired to create something for the London Podcast Festival.

Whether you want to plan a live show, master TikTok or stay up to date with podcasting events, the Content is Queen community awaits. Explore our membership options here. 

 

How Podcasting Has Become A Major News Source

Posted on by Sharon Newell

Earlier this year, Global’s news podcast report showcased how podcasts are proving popular as a trusted news source. According to further reports, almost 1 in 4 US adults get news from podcasts. Furthermore, YouGov found that one in five listeners now chooses podcasts are their primary news source. 

The numbers

According to the report from Global, the UK’s leading media company on News Podcasts Making Headlines for Brands 2023, two-thirds of listeners (66%) consume more news podcasts now than they did a year ago. That’s not all, as 71% intend to listen more this year. 

As Ofcom’s news consumption survey in 2022 found, news consumption via printed newspapers is down by 24% and magazines by 6%. Podcasting is bridging the gap. 

So, what’s driving the movement?

Why podcasting has become a popular news source

Trusted and diverse voices

As fake news is rising, listeners are searching for trusted and diverse voices to turn to for easily-digestible news. As an antidote to false information and multiple sources on multiple platforms, news podcasts are an easy way to stay updated with current affairs with minimal effort.

Furthermore, when listeners engage with the same creators for news, it offers a sense of companionship. Rather than simply stating facts, podcasters often cover topics in much more detail in a format that is both engaging and accessible. 

A quick look at the podcast charts will show you how popular the format is, with The News Agents, FT News Briefing and The Guardian’s Today in Focus all climbing this week. 

Convenience

47% of Global’s respondents say they hardly have the time to read newspapers or articles. But, thanks to the convenience of podcasts, listeners can get their news fixed while on the go or doing other things. 

One respondent explained, “I think podcasts fill a gap between TV and radio news and newspapers. TV and radio news can only concentrate on headlines. Newspapers can provide depth of coverage but require time and concentration. Podcasts can go behind the headlines and also liven up what could be a ‘heavy’ read in a newspaper.”

Younger demographic

As over 80% of people aged 16-25 are likely to turn to the internet – including podcasts and social media – for the news, the demographic is driving the popularity of news podcasts. According to Ofcom’s News Consumption Survey, only 25% of 16–24-year-olds would listen to the radio, and 30% would read newspapers. So, it’s clear to see the preferred medium for the younger generation.

The future of news podcasts

Podcasting offers a more engaging way to deliver news, incorporating a storytelling element that other mediums lack. As the way people consume media continues to evolve, we suspect we’ll see a lot more news podcasts cropping up. With leading publishers already taking the leap, more will follow suit in 2023 and beyond. Watch this space! 

If you enjoyed this article and want to know more about news podcasting, watch this session from the International Women’s Podcast Festival last summer now on the Content is Queen YouTube channel. And if you’d like to stay in the loop with all things podcasting, subscribe to our newsletter here.

Meet Renay Richardson, Founder Of Broccoli Productions

Posted on by Sharon Newell

International Womens Day first occurred over a century ago. The first-ever gathering in 1911 was supported by over a million people. Today, IWD belongs to everyone, everywhere. The 2023 International Women’s Day theme is #EmbraceEquity, something we live and breathe at Content is Queen.

So, we wanted to take the opportunity to catch up with some incredible women in audio and celebrate the work they are doing to make it a more equitable and inclusive space. From exploring what equity means to them to a day in the life, this series will allow you to get to know them a little better. This week, we’re spotlighting Renay Richardson!

Meet Renay

Renay Richardson is a producer and entrepreneur. Renay founded the production company Broccoli Productions in direct response to the lack of opportunities for minority talent both in front and behind the mic. She runs the company with Hana Walker-Brown in partnership with Sony Music and is also behind the Equality in Audio Pact which encourages audio production companies to take the following 5 actions:

1 . Pay interns / No longer use unpaid interns.
2. Hire LGBTQIA+, black people, people of colour and other minorities on projects not only related to their identity.
3. If you are a company that releases gender pay gap reports, release your race pay gap data at the same time.
4. No longer participate in panels that are not representative of the cities, towns, and industries they take place in.
5. Be transparent about who works for your company, as well as their role, position and permanency.

The pact has been signed by over 370 companies including us! Read more about it and add your signature here.

Now, onto our questions for Renay.

Q. The theme for IWD 2023 is equity. What does equity mean to you?

A. Equity, to me, means freedom of opportunity.

Q. More specifically, what does equity in podcasting look like?

A. In podcasting, I would like every person to have the opportunity to be who they want and achieve what they want. At the moment, I know, as a black woman in the UK industry, my opportunities are capped. The scary thing is I may have already gone as far as I can go. This shouldn’t be the case; we should be able to dream big and not have our vision stunted because a person that reflects us has yet to achieve what we dream.

Q. What does a day in the life look like for you? Are there any rituals or routines you can’t live without?

A. I’m on my 3rd week back to work after a baby, so life is pretty chaotic at the moment, but I’m trying to get into a good routine. Also, I’m a solo parent, so I’m trying to be a career woman and doting mother seamlessly…lol I’ll get there.

Q. Finally, do you have any golden advice for audio creators? 

A. It’s important to make shows for fun so that you can practice/hone your skills, and if you can’t do something or don’t know something, ask for help. There’s no point in figuring it out alone when you can ask someone.

Content is Queen is committed to continually championing talented creators in our inclusive community. So, we’ll continue to share stories, experiences and learnings of those in front of and behind the mic. Stay tuned for the next instalment coming soon! 

In the meantime, explore our affordable membership options here and join our inclusive community of audio creators. 

Podcast Award Season Is Here: Is It Worth Entering?

Posted on by Sharon Newell

With podcast award season in full flow, it got us thinking. Is it worthwhile to enter podcast awards? In this article, we’re detailing some of the upcoming awards and helping you weigh up if you should put yourself in the running. So, stick with us if you like the idea of an accolade to mark your efforts.

To enter or not to enter

While there are several benefits of entering podcast awards, there are three key things to consider before you start: time, money and relevance. 

Entry fees

Many podcast awards command an entry fee. So, this should be your first consideration when it comes to shortlisting options and deciding if it’s a worthwhile investment. Costs range depending on the award and are sometimes tiered based on entry dates & the size of your organisation. 

When looking at entry fees, be wary of any awards that guarantee results based on fees. There’s a difference between paying an entry fee to support running costs and paying to win. In a recent Reddit post, Matt D said: “I’ve previously run the British, Australian and Irish Podcast Awards, and there’s always been an entry fee for the main categories (pro-rated to size of show) – but that’s because there’s lots of costs to putting on the event/running the scheme.” 

He added: “Generally, all professional media awards have entries fee associated with them. The key thing to look for is who are the other participants and if there’s a broad selection of really high-quality sponsors.”

Time 

The second consideration is time. The entry process varies for each award, but some are quite lengthy. So, ensure you have time and resources to complete the application. It’s better to enter fewer awards and do it well! 

Relevance 

Finally, you need to consider whether the award you’re considering entering is relevant or even matters to your audience and community. For example, if you have a beauty podcast, an award within the relevant sector would be infinitely more valuable than a general podcasting award. If you can, opt for awards highlighting you as an expert in your respective industry.

The benefits of entering podcast awards

If you can invest time and money into entering awards, several potential benefits will be enjoyed, particularly if you do well! 

  • Exposure – if you’re entering popular awards with big sponsors, you can expect a PR boost for your show. As a result, you may see increased listeners and subscribers. 
  • New opportunities – in Matt’s Reddit comment, he also said: “shows themselves often used their win to get book deals, tours and new ad deals.” 
  • Networking – we’re big fans of the podcasting community, and entering awards give you the chance to discover & meet fellow audio creators. An added bonus! 

This is by no means an exhaustive list. Rather a handful of popular podcast awards that you might want to consider. We’ve included deadlines and entry fees to give an overview of this year’s various awards.  

2023 Podcast Awards

British Podcast Awards

 The British Podcast Awards is the industry-leading podcast awards. And they’re looking for shows that “celebrate the best of the podcast medium, rewarding programmes that create high-quality, episodic content, consumed by their subscribers and podcast app listeners.”

 The early bird entry deadline is 27 April, and the standard entry is 18 May. The entry fees are based on an individual or company’s annual turnover, ranging from £35-£165 + VAT. Entries that miss the early bird deadline will receive an additional £95 entry fee.

 The British Podcast Awards is also partnered with Irish Podcast Awards and Australian Podcasts Awards.

Ambies

The Ambies® recognises “excellence in podcasting and elevate awareness and status of podcasts as a unique and personal medium for entertainment, information, storytelling and expression.” 

The fee for members of The Podcast Academy is $100 and $175 for non-members. 2023 is now closed, and winners have just been announced! The deadline for 2024 is likely to be November.

Webby Awards

The Webby Awards, which are in their 27th year, celebrate the best of the internet on an international scale. The 28th Annual Webby Awards Call for Entries will open in mid-September. 

However, the European award program, Lovie Awards, is open now until 28th July. The Lovie awards honour “the best of the Europen internet” and are gearing up for the 13th annual awards; details for the 2023 Awards will be released any day now, so stay tuned. 

Audio Production Awards

One for the producers among us! The Audio Production Awards celebrate the best in audio production in the UK. Although submission dates and entry fees are yet to be released, ​​the fees were Entry fees have frozen at 2018’s prices of £35+VAT for AudioUK Members and £45+VAT for non-members in 2022. 

International Women’s Podcast Awards

And finally, a special mention and one to look out for later in the year – the International Women’s Podcast Awards which champion the work of women and people of marginalised genders in podcasting globally, both behind the mic and behind the scenes, from podcast hosts and producers to editors and writers.

As we mentioned, a whole host of podcasting and audio awards are out there. So, take your time to research costs, entry processes and the opportunities that are relevant to you. If you could use the support of the Content is Queen community, check out our membership options.

Meet Naomi Mellor, Founder Of The International Women’s Podcast Awards

Posted on by Sharon Newell

International Womens Day first occurred over a century ago. The first-ever gathering in 1911 was supported by over a million people. Today, IWD belongs to everyone, everywhere. This year’s International Women’s Day theme is #EmbraceEquity, something we live and breathe at Content is Queen.

So, we wanted to take the opportunity to catch up with some incredible women in the audio space. From exploring what equity means to them to a day in the life, this series will allow you to get to know them a little better and celebrate the work they are doing to help make podcasting more equitable. This week, we’re introducing you to Naomi Mellor.

Meet Naomi

Naomi is the co-founder of Everybody Media, a company founded to create positive change in the world through the medium of audio. Everybody Media produces podcasts and 360 content for purpose-driven brands and individuals, as well as looking after the International Women’s Podcast Awards and The Everybody Collective, a community dedicated to raising the voices of women and people of marginalised genders in podcasting.

Q. The theme for IWD 2023 is equity. What does equity mean to you?

A. It’s a little simplistic, but I find the “100m race” analogy clear when considering equity. If life were a 100m race, we don’t all start on the same starting line for multiple, often intersecting reasons. Some people begin further forward due to their privilege, whilst others are further back due to structures, systems and circumstances often out of their control. Equity, to me, means considering the chance we all have to line up together and how we can help people have the same opportunity as others to be successful.

Q. More specifically, what does equity in podcasting look like?

A. Constantly seeking ways to include people in the industry who wouldn’t otherwise feel welcomed or supported.
A. Increasing opportunities for people doing incredible work that isn’t currently being recognised or celebrated.
A. Doing everything we can to ensure that funding flows to all corners of the podcasting ecosystem, not just a few.

Q. What does a day in the life look like for you? Are there any rituals or routines you can’t live without?

A. We get up pretty early in our household, and I’m generally most productive first thing in the morning, so often, I go straight to my laptop with a cup of coffee and do a couple of hours of really good work before starting my day properly. I get my mental headspace by heading out running in the countryside with my dog, so I try to incorporate this into my life most days, and I also swim all year round in the rivers and lakes near where we live with a group of fantastic women aged from 18 to 80. My life is variable, and no two days are the same, but like everyone else, Zoom meetings feature heavily!

Q. Do you have a hack or favourite tool creators should know?

A. If you’re struggling for inspiration when marketing your podcast, look at Answer The Public. If you put in any keyword associated with the title or subject of your show, you’ll find the questions people are asking about that topic, allowing you to create content that people are looking for.

Q. Finally, do you have any golden advice for audio creators?

A. Don’t be afraid to ask people for help or introductions when needed. Most people are happy to pay it forward.

Here at Content is Queen, we’re committed to encouraging equity in podcasting. One thing that can help to achieve that is sharing the stories of creators killing it in the audio space. So, if you enjoyed this article, stay tuned for more like this coming your way. 

In the meantime, explore our affordable membership options here and join our supportive tribe of talent. 

Meet Our Founder, Imriel Morgan

Posted on by Sharon Newell

International Women’s Day first occurred over a century ago. The first-ever gathering in 1911 was supported by over a million people. Today, IWD belongs to everyone, everywhere. This year’s International Women’s Day theme is #EmbraceEquity, something we live and breathe at Content is Queen.

In the coming weeks, we’ll spotlight women in the podcasting space who inspire us and are doing the work to make the podcasting industry a more equitable and inclusive space for marginalised and underrepresented voices. From exploring what equity means to them to a day in their life, this series will allow you to get to know them a little better and celebrate what they do. And who better to kick off the series with than our very own, Imriel Morgan.

Meet Imriel

Q. The theme for IWD 2023 is equity. What does equity mean to you?

A. Equity means providing fair and equal access to opportunities while recognising and acknowledging the unique challenges and obstacles that specific groups may face when trying to access said opportunities. When we can see the problem, equity means putting resources in place to circumvent the problem.

Q. More specifically, what does equity in podcasting look like?

A. In my line of work, equity means that creators have fair and equal access to opportunities and resources that help them overcome the unique challenges that prevent them from bringing their ideas to life. For me, that means a massive reduction in gatekeeping, top-down financial models for creators and a focus on super-serving micro and niche audiences currently starved of representation.

Q. What does a day in the life look like for you? Are there any rituals or routines you swear by?

A. I love this question for other people. Being the CEO is challenging but varied in that my days are never the same. I could be in a production meeting, back-to-back consultation meetings, recording content or sitting at my desk sending and responding to emails. I don’t have any rituals per se, but I find EFT (Emotional Freedom Tapping) immensely helpful when work is overwhelming. We have a weekly team meeting on a Monday, and I find that a great space to catch up with the team and stay on top of what’s happening for the week ahead.

Q. Do you have a hack or favourite tool creators should know about?

A. I’m a hack junkie, always looking for the next thing. I love what’s happening in AI (Chat GPT in particular) and how much time it saves with simple admin tasks, from drafting emails to developing meeting agendas and summarising big ideas. It’s excellent, and I’ll keep experimenting with the new tools that come out.

Q. Finally, do you have any golden advice for audio creators?

A. Start before you’re ready, create from a place of curiosity and joy and outsource the fiddly bits quickly. The admin of production *will* suck the joy out of the making and can often lead to burnout. Find the time or money to invest and get to the best version of your idea within your means and optimise when you get traction. Creating content is cheap. Creating *good* content requires a significant investment, so prepare for the long game.

As part of our IWD series, we’ll be introducing more incredible women in podcasting throughout the month, so watch this space!

Keen to hear from more of our community or work with Imriel? Explore our membership options to take your podcasting game to the next level.

 

The Importance Of Podcast Trailers

Posted on by Sharon Newell

A great podcast trailer can do wonders for your show. It’s a bite-sized way to get your show shared far and wide across social media, marketing channels and podcast platforms, helping more listeners discover your pod. If you don’t already have a trailer, it’s about time you record one! So, in this article, we’re exploring the importance of podcast trailers. But, of course, we always like to come with the goods, too. So, we’ll send you on your way with our top tips so you can nail it.

Podcast trailer numbers

Have you ever wondered how many podcasts have trailers in their feed? Well, Podnews has the answer. Over three months, Podnews analysed 362,324 podcast feeds and found just 50,096 (14%) have a trailer marked in their feed. 

The remaining 86%? A land of missed opportunity. 

Following further analysis from Dan Minsener of Bumper, 54% of the Apple Podcasts 200 had trailers, while 50.5% of the Spotify top 200 did too. 

While a trailer alone isn’t the secret to securing a top spot with the streaming giants, it can help. According to Arielle Nissenblatt’s recent Twitter thread, here are just three reasons you should have a trailer for your podcast:

  • Many podcasts apps prioritise trailers by giving them a special promotional space
  • It gives a potential listener a taste of your content
  • It challenges you to distil your message down into a short audio teaser 

If you’re looking for inspiration for your podcast trailer, check out Arielle’s brand new show, Trailer Park: The Podcast Trailer Podcast. Once you’ve perfected yours, you can submit it to be featured. 

How to create a killer podcast trailer

Ready to take the plunge and create your trailer? Here are our top tips. 

Keep it short

Approach your trailer like an elevator pitch. A trailer is your chance to capture your audience’s attention and quickly convince them to keep listening. The secret? Find the sweet spot between being succinct while reflecting your personality and what the show’s about. 

Introduce yourself 

Let listeners know who you are and your role in the show. Whether you’re an expert in your field, have a particular geek, or tackle taboo subjects head-on, share it. 

Introduce your show 

A trailer is your chance to let listeners know what they can expect from your show. Cover episode frequency and format (Q&A, interview, documentary style) and share your core objectives concisely. Don’t forget to include the name of your podcast here. 

Sell it 

What makes your podcast stand out from the tens of thousands of shows, and why should people listen to it? Take the opportunity to sell your strengths and what makes you different; lean into it unapologetically if you have a niche. 

End with a clear call to action 

Be sure to let people know what you want them to do once they’ve finished listening. Whether it’s subscribing, following or rating, give listeners crystal clear instructions. Brownie points if you can include a super juicy hook, too. 

If you enjoyed these tips, there’s plenty more to come. Stay tuned for more insights and actionable advice coming soon. In the meantime, check out our affordable membership options to join our inclusive community of audio creators.