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Everyone Has A Podcast, But Very Few Have The Formula For Success

“According to market research, there are about 850,000 podcasts available for subscription with roughly 48 million episodes in total.”

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At this point, you’ve either started a podcast, thought about starting a podcast, or been asked by your higher-ups to develop a podcast. The podcast space has exploded over the years and just about everybody has one.

According to market research, there are about 850,000 podcasts available for subscription with roughly 48 million episodes in total. So how do you cut through? How do you know whether you should start one or not? And at the end of the day, is it worth it? We’ll dive into those questions here. 

Take it from me, not as someone who has developed a successful podcast, but as someone who has developed multiple flops. I can’t tell you exactly what to do right, but I can definitely tell you what to avoid.

The number one lesson I’ve learned for any podcasts hosted by someone who doesn’t have the name recognition of a Joe Rogan is that you better be search engine friendly. Your show’s name and purpose better be something that people scouring the internet would type into a Google search. Covering sports in general, as you would on a terrestrial radio show is not going to get it done in the crowded podcast space. No one is typing “general all-encompassing sports talk” into Google.

They might look for conversation about a specific team, specific topics like incoming rookies in fantasy football or NBA Draft analysis, something along those lines. You really have to be hyper-specific and niche-friendly if you’re ever going to cut through to a respectable audience. 

Also, there’s the consistency factor. As with anything, if you’re trying to build an audience, they have to know where and when to find you. When they do, you condition them on the time of release. It amazes me when I see (and I’ve done it myself) a sports talk host start a podcast and then release their episodes on a different day and a different time every week. If you have a live show that starts at noon, would you start it some days at 9am, and then others at 7pm? No, of course not.

Listeners that find your podcast and like it will work listening to it into their routine, which means, your podcast uploads need to be routine as well so that you can earn that trust from your listeners. I think because you have the freedom through on demand type content to upload whenever, there’s this thought that consistency isn’t all that important. It is, and consistency isn’t just about posting every week or every day, it’s about posting in similar patterns. 

The biggest question is a lot simpler though. Should you start one? The answer to that is a nice, firm “maybe”. I would always suggest that someone who is short on mic time start a podcast. There’s just no excuse in this day and age, with the technology we have, for anyone to ever say, “yeah, my boss just isn’t giving me enough reps on a live mic, I just can’t get better”.

Create your own opportunities and create a brand for yourself in the process by focusing on the niche that best suits you. Believe me, your bosses will notice and appreciate it. But even more than that, you’ll grow exponentially in a short period of time. The prep work that goes into a podcast episode isn’t all that dissimilar to the preparation you’d put in for a live terrestrial/streaming show, so when you factor that in, plus the mic work, it’s a recipe for growth at a much more rapid rate than your peers in the industry. 

Now, if you already have your own show, and you’re thriving in the industry, it’s still not a bad idea to create your own podcast channel as a source of bonus content, or even just to scratch an itch on a topic that you don’t get to cover regularly. Just be respectful of how much work it is and don’t do what I have done, start one, just to end it 6 months later. If you can’t be committed to it, it’s probably not worth it. 

So, what do those who are successful in the podcast space do that makes them stand out? I reached out to a couple of guys here in the Orlando market who have created a nice little following for themselves, their podcast is titled, The Ozone Podcast. Al and Anthony, who run the show over there, post their podcast on all channels, including a video form on YouTube that has 1.5 thousand followers. Along with that, they have a sponsorship deal from Draft Kings.

The beauty of their success from my view is simple.

  1. They’re good.
  2. They’re consistent.
  3. If you type ‘Orlando Magic’ into Apple Podcasts, they pop right up.
  4. They engage with their audience.

I asked them specifically what they thought made their podcast successful and here’s what they said:

“Our number one rule has always been to cover as much content as possible during our weekly episode, but to deliver it to our audience with our essence and with our true personal points of view. To stay relevant, different and keep our audience coming back for  more each week, it’s all about innovation and trying different things such as new segments, guests that go beyond just players and Magic personalities and most importantly getting our audience involved in the show and rewarding them for being a part of our journey by doing jersey giveaways, tickets to Magic games and more. If I had to put it all together into a few words, all about innovation, passion and a lot of hard work behind the scenes to keep our audience coming back for more each week. Also, not focusing too much on the data/downloads in the beginning, rather focusing on more consistency no matter how many people were listening” 

I think its important to think about whether you want to get into this space or not. It’s likely something that crossed all our minds at some point. Just understand that it’s a crowded landscape and a time-consuming endeavor.

I do think it can be rewarding for those that have a specific focus and especially for those who aren’t being given the time they need to get on a microphone. It’s not for everyone though, and that’s okay. I think we all feel this tinge of pressure to have a podcast and be successful in this space, truth is, there’s no need to feel that pressure. The content pool is overflowing. I would suggest you only dive in if its something you are truly passionate about. 

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BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

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Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

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BSM Writers

Media Noise: What Does The Return of Bob Iger Mean to ESPN?

Demetri Ravanos

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Demetri Ravanos has questions about Disney going back to the future with Bob Iger. This entire episode of Media Noise is all about what the change at the top of the Walt Disney Company indicates about the future of ESPN.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

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BSM Writers

Media Noise: What Is Realistic For FOX at the World Cup?

Demetri Ravanos

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On this special holiday edition of Media Noise, Demetri Ravanos dives into the controversy and criticism surrounding FOX’s coverage of the World Cup in Qatar.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

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