Radio Giant Gets into Podcasting, 50 Podcasting Tips and More.

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Full Episode Transcript

This week we discuss, radio giant acquires podcast businesses, 50 tips to grow your podcast show, Google improved podcast search and the top random podcasting thought of the week.

According to the Wallstreet Journal, Entercom, one of the largest US radio broadcast companies, bought two podcast related companies. Studio Pineapple Street Media for $18 million and the remaining assets of Cadence13, valuing the company at $50 Million.

Buzzsprout, collected comments from over 200 podcasters and asked them a simple question, “How are everyday podcasters building their audience and finding success?” Here are a few tips and quotes from these podcasters on how they grow their podcast show.

  1. Love your topic — Kirk with Kicking it with Kirk says “Ultimately I believe your ambition and passion for any project is what truly sets apart from other shows that just “upload episodes” every week. People recognize when you truly care about something and that is what raises growth. If you care, they care.”
  2. Be a unique voice — Nadia from Little Voice, Big Business say,s “Be yourself in your business and on your podcast. Be a unique voice. Not a clone of someone you look up to or want to be like. Be someone who connects deeply with your specific kind of people.”
  3. Invest in Audio — Rob from Major League Eventing Podcast suggests all podcasters should “Have the best audio possible within your budget. Content is great but if the listener struggles to understand then they will move on.”
  4. Use Data — Jake from Convoy Radio suggests, “Build a Google Analytics-backed landing page for your library of episodes. This helps you understand where your listeners are coming from, which can help you optimize based on channel.”
  5. Use Paid Ads — and Nicholas with Growth Marketing Toolbox says, “The single best tactic I’ve used to grow my podcast has been Facebook Ads. It may sound counterintuitive to pay for advertising, but it really can make a difference. The amazing thing about Facebook Ads is that you can get very targeted listeners for your show, if you set up your campaigns correctly. And this can lead to loyal listeners who will leave reviews and tell their friends about the show.”

There are a ton of great tips within this article, we suggest you head over to the BuzzSprout blog and review them all.

Google this week, has finally announced that they will start to improve podcast search and discovery. The company will now transcribe and surface individual podcast episodes in search results. This is a huge next step in making podcasts even more mainstream and will eventually and dramatically increase listener engagement and listens for podcasters. The company will also soon allow people to ask Google Assistant to play podcasts about specific topics which will then find and play on their mobile or smart speaking device.

Today’s random podcasting thought of the week will be a little different. Today, I wanted to talk to you about The Emotional States of Resourcefulness which can be applied to your podcast strategy.

“Rational thoughts never drive people’s creativity the way emotions do.” — Neil deGrasse Tyson

The act of being resourceful is not derived from one single thought or action an individual or group has or does. It is, however, a combination of consistent and decisive thoughts and actions that are within the spectrum of a variety of resourceful emotional states. Resourceful people and companies always find the resources to reach their audacious goals.

In 1990, J.K. Rowling was on a delayed train from Manchester to London and had the idea of “Harry Potter.” It wasn’t until 7 years later, after her mother died, the birth of her first child, poverty and a divorce, that she took this pain and transformed it into what some would say is one of the greatest creative masterpieces of our time.

Thomas Edison was one of the most resourceful people in history. In 1914, one of Edison’s plants exploded in chemical-induced flames. The New York Times reported that Edison simply said, “Although I am over 67 years old, I’ll start all over again tomorrow….There is only one thing to do, and that is to jump right in and rebuild.” According to a 1961 Reader’s Digest article, one of Edison’s sons, Charles, said as the fire was burning down the multimillion-dollar plant, his father came up to him and said, “Go get your mother and all her friends. They’ll never see a fire like this again.” When Charles objected, Edison said, “It’s all right. We’ve just got rid of a lot of rubbish.”

That night, Edison lost $23 million in today’s dollars that could have ended his career. But as always, his stoicism, determination and perseverance enabled him to rebuild quickly and generate $10 million in revenue the following year.

In 1999, Marc Benioff, the CEO of Salesforce.com had a decision to make, stay at his cushy job at Oracle making over $1M a year, or go out on his own and jump into starting a business.

“Through a lot of deep contemplation, you have to go inside for that answer. You can’t get that answer outside. Only you know what is right for you: Your purpose, your ideas, your time frames, how all those things line up, that’s what’s in you,” he said at one of his annual Dreamforce conferences. “And then all of a sudden, I’m like, ‘This is it. That’s the trust.’ I learned to trust myself because now I have the message, it’s time to go, it’s time to actually make that leap.”

Marc tried to raise money from traditional venture capitalists like Sequoia and US Venture Capital among others.

“I had to go hat in hand, like I was a high tech beggar, down to Silicon Valley to raise some money…And as I go from venture capitalist to venture capitalist to venture capitalist — and a lot of them are my friends, people I’ve gone to lunch with — and each and every one of them said no,” Benioff said. “Salesforce was never able to raise a single dollar from a venture capitalist,” he added.

He said they thought the idea was ludicrous. Instead of giving up, Marc used resourcefulness to figure out other ways to get to where he wanted to go. He decided to talk to his friends and see if they would invest in his idea. They did and as they say, the rest is history.

In an interview with Marc Andreessen, the founder of Netscape and now the co-founder of Andreessen Horowitz’s, Marc said, “Why even go to venture capitalists? You should just raise money privately unless someone like yourself (referring to Marc Andreessen) actually adds value because you’re an entrepreneur. But most of them (VCs) aren’t going to give you any value anyway.”

Paul Graham, the incredibly successful founder of Y Combinator, wrote a post in 2009 entitled, “Relentlessly Resourceful.” In it he was trying to figure out how to describe to investors what to look for in entrepreneurs. “They’d be relentlessly resourceful…..If I were running a startup, this would be the phrase I’d tape to the mirror. “Make something people want” is the destination, but “Be relentlessly resourceful” is how you get there.”

Burn the boats

There is a common saying, “burn the boats”, meaning give yourself no other option but to move forward. There is no returning to safety. You must win, or die.

This reference is from the 1519 exhibition of Mexico and eventual conquest of the Aztec empire by Hernán Cortés and hundreds of his men. Cortés faced imprisonment or death for defying the governor if he returned to Cuba. He had a choice to return to Cuba or fight. He decided to fight and ordered his men to destroy the ships so they could not return. They entered the point of no return. The common misconception and expression of “burn the boats” should actually be “sink the boats” since Cortés’ men were ordered to actually scuttle the ships. However, burning the boats gives us a better visual to motivate and take action. Be relentlessly resourceful.

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