“…content that means something, a show that affirms people, that makes them think, that entertains them, that gets their creative ideas flowing, that gives them resources that they need so that they can also be agents of change in their own circle.“~Andrea Klunder, Your Podcast Boss
If you think everyone spent their “wfh” time dreaming up new podcasts, you’re right. There are fresh sources for entertainment, investigative reporting, and niche pursuits everywhere you listen.
As a podcast strategist, however, I’ve noticed one concept that has flourished over the last 18 months: the purpose-driven podcast.
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“With so many new podcasts in the marketplace, if you do want to effectively use your podcast as a platform for changing the status quo, you need people to listen to it, and it is more competitive than ever to get a share of your audience’s ear.”
Of course, every podcast is purpose-driven right? There’s a point to every podcast that you create, whether that be a business related purpose, whether that be an educational purpose, whether that be just getting together with your friends and having a great time and showing everybody how funny and clever you are!
What I’m talking about, though, is a specific type of podcasting that I see rising as a strategy for people, businesses, brands, creatives, entrepreneurs, and organizations, and organization, and organizational leaders who want to change the status quo.
I think this whole pandemic period has been about — being sucked out of the status quo and forced into an isolation chamber whereby we had a lot of time to think, to feel, to numb, and then to come back with some fresh conclusions, ideas, and new boundaries, probably, for what we do and don’t want to accept in our personal and professional lives. And that is coming from people. That is coming from people within organizations. That is coming from people, with brands, with businesses, and podcasting is the perfect place to have conversations, exploring those new boundaries, those new goals, those new parameters. And expanding that conversation to include your audience, your community, your constituents, your followers.
On the flip side, with so many new podcasts in the marketplace, if you do want to effectively use your podcast as a platform for changing the status quo, you need people to listen to it, and it is more competitive than ever to get a share of your audience’s ear.
A gross phrase. I’m sorry about that.
I blame Tom Webster from Edison Research. He talks about share of ear in terms of how many hours of time or how many shows on average, a podcast listener listens to listens a podcast audience member listens per week. And if you think of a really dedicated podcast listener as listening to six to eight shows per week, six to eight episodes, how is it that your show is going to become one of those six to eight in a week?
And that my friends is marketing.
I’d love to hear your thoughts! Are you crafting a show of significance? Tell me about it. Email me, firstname.lastname@example.org, DM me or comment on this episode’s thread on Instagram @thecreativeimpostor, leave it in a review at ratethispodcast.com/envy.
Peace, love, and podcasting!
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