By Adam Fraser
I was proud to hit a podcast milestone this week as Episode 100 of my podcast “We’re Talking Social and Digital” with Jay Baer hit iTunes. Quite a journey all round, and I remain a passionate podcast listener as well as producer.
So I wasn’t surprised to see a leading industry report in the area of audio content trends, The Infinite Dial from Edison Research confirm that the growth in podcasting as a medium has continued in the past year.
Whilst the report is US centric (based on interviews with 2,000 Americans between Jan and Feb 2017), this is very often reflective (with a time lag) of consumer trends around the globe, and it is an extremely credible report which dates back as far as 1998.
The key trends from the report were:
- 81% of the population over the age of 12 now own a smart phone
- 58% have a subscription to a premium streaming TV service (Netflix, Hulu etc)
- 61% listened to online radio (radio online or streaming audio only available on the internet) in the last month
- The top 3 audio brands were Pandora, iHeartRadio and Spotify
- 81% of the population over the age of 12 are actively using social media
- The top 3 social media brands in terms of awareness are Facebook (95%), Twitter (90%) and Instagram (88%). Note Snapchat is growing rapidly hitting 82% this year v 71% last year
- Amongst 12-24 year olds Snapchat is the most popular social network
In terms of podcasting specifically:
- 60% were familiar with the term vs 55% a year ago
- 40% have listened to a podcast v 36% a year ago
- 24% had listened to a podcast in the last month v 21% a year ago
- 15% listen to a podcast weekly v 13% a year ago
- Weekly podcast listeners listen to an average of 5 podcasts per week
- 65% of podcast listeners use a mobile device (phone, tablet) to consume the audio
- 19% of car users have listened to a podcast while driving.
The report is packed with other interesting data insights and I recommend you have a browse.
The growth in podcasting reflects the on demand economy we know live in – consumers are putting together the precise audio content they desire, and listening on a device of their choice at a time that suits. It’s hard to argue this is not a superior product to scheduled, broadcast radio. With this product advantage tied to the potential upside from connected cars, I would expect podcasting’s growth to continue for some time.
It’s been a long road, but I am delighted to announce the launch of the EchoJunction podcast!
This podcast is all about finding the industry’s finest minds from around the globe and picking their brains to help us all make sense of the noisy, fast moving and complex social media and digital marketing landscape. The podcast is in interview format and is very much about the “why” not the “how”. Cutting through the day to day noise and turbulence isn’t easy but the guests on this show will absolutely help you piece the jigsaw together.
The calibre of guests in the early episodes is top drawer and I think you will learn a lot from a variety of perspectives. For example, the opening 4 episodes cover:
- Scott Brinker, probably the global expert in his field, talking marketing technology
- Thought leader, leading influencer and NY Times best selling author Jay Baer talking the social media landscape
- Renowned local digital marketing expert Gavin Heaton talking social business for enterprises
- Robert Rose, top 10 influencer in his field, talking content marketing and media trends
Future guests will also come from the worlds of big data, marketing software and digital marketing. The podcast covers a broad strategic canvas but brings different perspectives and insights to deepen your understanding of social media, digital marketing and marketing technology.
On a personal note, producing a podcast has been quite a learning experience. From discomfort with the sound of your own voice to thinking on the spot in a live interview, it has been extremely testing but also extremely satisfying. I am learning on this journey with you in every sense. Please bear with me through the inevitable early rookie errors from a new podcaster; I am absolutely committed to this podcast for the long run, with the intention of producing an episode per week. Every. Single. Week.
By Adam Fraser
After months of thinking and talking about it, and a few weeks of actually doing something about it, the day is finally beckoning.
My own podcast (“We’re talking social and digital”) is about to launch. Exciting times. I am pumped and committed for the long term to this project.
It has made me take a step back and think about how important podcasting has been (and continues to be) in my own educational journey. Central. Absolutely critical.
As I have previously written, I am extremely bullish on podcasting and personally love the format. Never a wasted moment for me anymore. Running, commuting on the train, driving anywhere alone, folding laundry, doing the ironing; I’m the guy with the headphones on. Listening. Absorbing. And learning so much.
In advance of my own launch, I wanted to take the time to acknowledge and thank a number of key podcasters who have been so central to my own educational journey. None of us ever stops learning – especially in the dynamic and rapidly changing social and digital space – and I have no plans to slow down on my voracious podcast consumption schedule anytime soon.
So here we go – my first ever list post. I had resisted for so long. The Buzzfeed approach to headlines had been held at bay. But here are the top 5 marketing podcasts that have shaped my thinking and I highly recommend.
- Six Pixels of Separation with Mitch Joel
A deep strategic thinker and incredibly insightful in his own right, Mitch brings a range of amazing guests to the table and probes them deeply. Often going broader than social and digital marketing, Mitch explores a whole range of topics including writing, productivity, media trends and disruption. This is in depth stuff. Following the usual podcast interview format, the shows last 45-60 mins. Very much looking at the “why” not the “how”, it’s well worth your time. In a swell of tactical noise, Mitch helps you cut to the broader trends and bigger picture shifts taking place.
- Social Pros with Jay Baer
Upbeat, informal, informative and lots of fun to boot, Jay follows a slightly different format. The anchor content is still an interview (with someone working in social media) but there are also features on social media case studies and social media stats. Co-hosted with Jeff Rohrs from Salesforce, the entertaining banter adds to the package. Jay is one of the leading thinkers in this space, so his context and questions draw the best from his guests and his own commentary add to the educational content. Focussed on “real people doing real work in social media” and typically lasting 45-50mins each week, this is a worthy addition to your podcast schedule as you hear and learn from those actually working in the industry at leading brands. [ps Jay’s “Jay Today” 3 minute near daily podcast is also ‘must listen’ stuff]
- New Rainmaker with Brian Clark
The over-arching theme of all of my favourite podcasts is educational, but with Brian Clark and the Copyblogger team this goes into overdrive! The “media not marketing” series of podcasts he produced were top drawer analysis. Each week the learning continues on content marketing, media trends and product development. Often guests pop in for a chat but the best stuff comes in straight exchanges between Brian and co-host Robert Bruce. Dry, witty, intelligent – Brian sounds like a guy you would want to have a beer with and exchange war stories. Lengths vary quite significantly from 15-50 mins. I have listened to Copyblogger podcasts since circa 2010 and shock horror – the long tail of content marketing – became a Rainmaker customer in 2014 with the development of the EchoJunction website.
- This Old Marketing with Robert Rose and Joe Pulizzi
No interviews, but great commentary on weekly marketing news stories from Robert and Joe provides both an excellent curation source for current news as well as interesting discussion and analysis around the articles presented. Whilst Robert and Joe head up the Content Marketing Institute, I love the breadth of topics covered across marketing more generally and especially broader publishing and media trends. From content marketing to native advertising, print to social, you will learn a lot from these guys over 50-60 mins each week. Educational and entertaining with a “rants and raves” section thrown in for good measure, this is very much worth an ear.
- Social Media Marketing Podcast with Michael Stelzner
Social Media Examiner founder Michael Stelzner delivers an industry leading podcast on the “how to” aspect of social media. Bringing in a stream of the leading practitioners and tacticians in the industry, Michael expertly interviews guests on execution matters. Whether or not you operate in the “how”, it’s highly valuable education and tactics which also allow a listener to better understand some of the broader industry trends occurring. As Gary Vaynerchuk says, to be successful in this space you need to operate in both the clouds (strategy) and the dirt (execution). Michael’s longstanding weekly podcast (which typically runs for 40-50 mins) brings quality analysis on the tactical and execution side of social media.
Do you enjoy any of these podcasts? I would also love to hear your thoughts on any other podcasts you enjoy.
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