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Nov. 12, 2024
Mastering Podcast Discoverability and Audience Insights with Arielle Nissenblatt of Earbuds Podcast Collective
Ever wonder how you stumbled upon your favorite podcast? Was it by a friend's recommendation or a happy accident? In this episode, we dive deep into the world of podcast discoverability and audience engagement—two essentials for any podcaster looking to grow their reach and captivate listeners.
Our guest is none other than Arielle Nissenblatt, the powerhouse behind the Earbuds Podcast Collective and a board member of the Podcast Academy. Arielle is a trailblazer in the podcasting space, with unique insights on how to help your podcast stand out and build a loyal following.
A passionate advocate for podcasting, Arielle founded the Earbuds Podcast Collective—a newsletter dedicated to thoughtful podcast recommendations. Her experience and role at the Podcast Academy have positioned her as a go-to authority on effective podcast strategies, making her an invaluable resource for both seasoned podcasters and newcomers alike.
In This Episode, We Cover:
- Arielle's Podcast Journey: From her early days as a podcast fan to becoming a respected industry expert.
- The Story Behind Earbuds Podcast Collective: Discover the mission of Earbuds and how it has become a key platform for podcast recommendations.
- Strategies for Podcast Discoverability: Explore Arielle’s insights on multi-channel discoverability and how to leverage personalized recommendations to reach the right audience.
- Amplifying Listener Growth: Learn the best techniques for promoting your show, sustaining growth, and using social proof to enhance your podcast’s appeal.
- Audience Engagement 101: Tips for connecting with listeners, fostering loyalty, and growing your community.
- Choosing a Podcast Hosting Provider: A breakdown of hosting options to help you find the perfect fit for your show.
Resources and Links from the Episode:
- Earbuds Podcast Collective: earbuds.audio
- Listen to Who Weekly: Who Weekly Podcast
- Follow Arielle on Twitter: @arithisandthat
- Follow Arielle on Instagram: @ariellethisandthat
- Follow Arielle on Linkedin: Arielle Nisenblatt
- Follow Earbuds Podcast Recommendations on Twitter: @EarbudsPodCol
- Follow The Podcast Academy on Twitter: @podcastacademy
- Follow Podcast Academy on Instagram: @theambies
- Follow Podcast Academy on Linkedin: The Podcast Academy
Arielle’s Podcast Recommendations
- Listen to The Daily Zeitgeist Podcast
- Listen to Today Explained Show
Resources
- Record Podcasts and Videos From Anywhere: Riverside.fm
- Elevate your podcast game and buy Shure MV7
- Podcast creation software Descript
This episode is packed with insights from one of the industry's top minds. Join us as Arielle Nissenblatt shares strategies to elevate your podcast, increase discoverability, and engage with your audience in meaningful ways. Tune in, take notes, and prepare to take your podcast to the next level!
**As an Amazon Associate, we may earn commissions from qualifying purchases of podcasting gear from Amazon.com. We also participate in affiliate programs with many of the software services mentioned on our website. If you purchase something through the links we provide, we may earn a commission at no extra cost to you. The team at Podcasting Tech only recommends products and services that we would use ourselves and that we believe will provide value to our viewers and readers.**
For additional resources and insights visit podcastingtech.com or follow us on social media:
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PODCASTING TECH IS POWERED BY:
- Captivate - Easy, professional podcast hosting to create, grow and make money from your podcasts
- Podpage - Build a beautiful podcast website in 5 minutes
- Riverside.fm - Record Podcasts And Videos From Anywhere
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- Hostinger for Website
- Podgagement - Engage your audience and grow your podcast!
EQUIPMENT IN USE:
- Rodecaster Pro 1st Gen (No longer available). Consider the Rodecaster Duo or Rodecaster Pro II
- EV RE20 with 309a Shockmount
- Rode PSA1+
- iPhone continuity camera but previously the Logitech Brio 4k
- DCMEKA In-Ear Monitors
- BusyBox Smart Sign
Transcript
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So excited for our guest today. I've had the pleasure of speaking with her a
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few times, but she always has her ear to the ground when it comes to
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podcasting and really has the pulse of what people are looking for and what they
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like. We are chatting with, of course, Ariel Nissenblatt. She's the founder of
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Earbuds Podcast Collective. That's a podcast recommendation
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newsletter. She's on the board of governors of the podcast
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academy. And from what I understand, she has maybe
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4 or 5. I know she just tripped the other day and launched another new
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podcast. So lots of great content out there that we will link to and share
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with you. Ariel, thank you so much for joining us today. Thank you for having
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me. What a great intro. Oh, I'm glad you liked it. So,
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before we get into all the things that you're doing now, how did you first
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really get started in the podcasting space? Were you just a fan, fan, a
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listener? Were you creating it? Like, what was your entry point to wanting to be
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here? Definitely listener first. I actually think you and I spoke in,
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like, 2017. Do you remember this? That's yes. Possibly.
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1000000 years ago. 4,000,000 now. You're definitely part of my
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early understanding the podcast landscape story. Yeah. I
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started as a listener. I really just wanted to listen
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and did not think I would ever start a podcast myself because
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I just thought nobody needed to hear my voice. You could hear my voice,
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but you didn't need it. And I still you know, I'm not ever gonna say,
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like, you must listen to my podcast about podcast recommendations, but I do try
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to bring something new to the space in that way and provide some podcast
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discoverability mechanisms there. But, yes, started as a
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listener and then realized that I wanted to listen to more podcasts, but didn't know
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how to find them in a way that I trusted. So, for
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example, maybe I was scrolling on the apps, and I would see
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a bunch of shows being promoted, and I would try to check them out, and
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I didn't love them. I wanted personalized recommendations, and I wanted those
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recommendations from people that I already trusted. So I started Earbuds Podcast
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Collective, which you mentioned, in order to get recommendations from new people
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every week because the the way the newsletter works is that each week is curated
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by a different person, and anyone can curate a list. That
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is amazing. So I I just wanna go back real
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quickly to something you said. And given that, you know, you start as a
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listener, you've had lots of industry experience right all the way up to
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being on the board of governors over there. You said that you want
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personalized recommendations, and I think that plays to a theme that I've talked about a
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lot and a lot of people might agree with is that really the best way
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that people discover and really start to listen to a new podcast is
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by hearing about it from a person they know, like, or trust.
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And that seems to be what's happening with, you know, the the newsletter
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that not only are you recommending, but you're bringing in other people to curious list
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of recommending. Are you seeing that that's the trend
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that more people are are likely to
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find and subscribe and actually engage with a
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show if they've been given some sort of recommendation by someone in their
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universe, even if it's, you know, written someone written an article, they appeared on another
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podcast, or, you know, the friend told them about it? I think podcast
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discovery is a multi channel
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approach, and I think that there are a number of different
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ways in for every single person who discovers a
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podcast at a different time. I just think that there are too many variables in
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order to make any sweeping statements about how discovery works
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for any even any one person. I discover podcasts in different ways.
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For example, I was about to push back and say, you know, I get most
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of my recommendations from newsletters and from cross promos, not so much
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from word-of-mouth, but it really is, like, every once in a while. I mean, I
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bumped into a friend on the subway recently, and she was telling me about a
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show that she produces for Sony Music. And I had never heard of it
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before, but I was so intrigued by her word-of-mouth
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telling me about it that I went and subscribed to it. But then there's also,
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like you know, normal gossip is a big word-of-mouth show.
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There's a bunch of shows that just get kinda passed around in the podcast space,
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but I really think that everybody at different times has different entry
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points to different podcasts based on, you know, what they're in the mood for, if
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they need to learn something rather than be entertained by it. I think
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this is potentially a unique problem in the podcast space because
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TV seems to function differently for how people try to consume
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it or do consume it. But I think that with podcasting,
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we're we're always finding different ways
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in. I'm curious with all the shows that you have recommended with all the lists
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that you've curated both yourself and by others, have you gotten feedback from
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any of the shows saying that they saw any, you know, noticeable uptick in
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listenership, followers, anything like that? Yes. Definitely.
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I can point to a few that have, like, reached out to
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me specifically and said thank you for featuring us. We saw an
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uptick in traffic that week. But the
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smartest thing to do if you're featured in the newsletter is to milk that
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for all it's worth even beyond just, like, the actual download. So, like,
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screenshotting it and posting it and saying we're so excited to be featured and tagging
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the person who curated the list that featured you and really just posting
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it everywhere on social and tagging earbuds so that we can repost it. I think
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a lot of podcast promotion a lot of promotion in
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general is about perception and how it seems like you're
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doing. So I don't know. I run into people all the time who I'm
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like, wow. Your life looks amazing on Instagram. And they're like, yeah. I'm depressed, but
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I do travel a lot. So I think it's all about, like,
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how how are how is your podcast showing up on social media? How are people
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perceiving it? Do they do they think it's doing really well? And if they think
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it's doing really well, there's a chance that they might listen to it. So
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let's say you're a show that just got named and, you know, you're gonna be
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appearing in the newsletter. What would you do as
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the podcaster? What advice would you give that podcaster to milk
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it to take advantage beyond just promoting that announcement? Right? It's it's
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great to get people to check out your show, but what do you do to
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keep them? What do you do to make them an engaged listener and someone who
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will not only listen and subscribe, but maybe then advocate for your
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show on your behalf? Yeah. I mean, a few
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things here. This reminds me of an on ramp
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creation strategy for your podcast. So people are gonna discover your
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podcast, and some of them are gonna wanna continue becoming your loyal
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listeners, and some of them are gonna see themselves out. And the people
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that become your loyal listeners, they might
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need to be nurtured in some ways. And even once they become listeners for a
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long time, there could be the slightest thing that turns them off. So how are
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you how are you taking all of that into account when you make your show
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and when you run your marketing communications and things like that? So I think the
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first thing to do is to have a trailer that somebody
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can listen to and decide if that show is for them. And if that show
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is for them, maybe you explain some of the inside jokes, you know, in
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a way that doesn't totally take away the the mystique. But you just make sure
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that there's there's a way for people to understand what's going on in the show
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even if it's been going on for 5, 10 years. So
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I think a trailer is really, really helpful. It allows you to
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put it in most of the hosting providers, you're allowed to
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mark that a trailer is a trailer. And then on most of the listening apps,
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you can see a designated space for that trailer. So it kind of
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draws the potential listener to that to try to test out the show
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via the trailer. And in that, you can introduce yourself. You can introduce
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your show. You can introduce how often the show is gonna drop. What's the purpose?
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Who is this for? Few other things here and there. I have a whole podcast
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about podcast trailers that I go way more into depth on all of this,
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But I think that really helps people when it comes to
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getting a sense of who you are and deciding if they wanna stick around for
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the long term, becoming your loyal listener. I I also
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think, when it comes to becoming
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a loyal listener, really sticking around beyond just the first episode, if you're
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subscribed on sorry. Beyond just the first episode, if you are featured
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in earbuds, for example, or if you get featured on Apple Podcasts, I think a
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big part of that is welcoming those people in specifically. So you can say
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if you know you're being featured on Castbox, if you know you're being featured on
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Apple Podcasts, you can say something like, welcome to all of our new subscribers who
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have joined us from Apple Podcasts. We're so excited that you're here. Thank you to
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the folks at Apple Podcasts for featuring us. It means the world to us. We're
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getting so many ratings and reviews, and that's just a way to actively
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call out those people. And they might say to themselves, wow. I'm new here. That's
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a nice welcome. That is. And, you know, if you're using dynamic
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content insertion technology, my recommendation would be is to put that message in
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dynamically because you don't know. Right? Your your show could get featured, but that
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person might not be listening to the most recent episode. They might go back in
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the archives and be like, oh, that looks like a guest who's more interesting to
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me. I'm gonna check that out. And so having that, you know, present
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message in archived or older content can really be
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helpful. So how did you then make the switch from,
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you know, passionate listener and advocate for podcasters
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into someone behind, the microphone, a a
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fancy Shure MV 7, I might add, at this time?
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How did I make the switch? Great question. In 2019,
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I was running the earbuds newsletter for about two and a half years,
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and I had been on a few podcasts talking
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about podcasting and about my newsletter and about my career
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transitioning into the podcast space. And I it's fun. Like, there is
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something fun and creative about launching a new thing. And I was
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talking to my friend who's now very big on TikTok, Miriam_tini,
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doing podcast recommendations. She's great. And she was saying, like, how do
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you not have a podcast that that talks about your
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newsletter? It seems like an easy lift. And I was like, okay. Yeah. It does
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seem like an easy lift. So I I went home. I
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ordered a microphone, which at the time was I just bought it from a friend.
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It wasn't anything fancy. And I,
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I started doing an audio version of my newsletter,
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and it was very easy. It was very I was just reading the newsletter out
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loud, maybe adding a few words here and there to make sure a sentence sounded
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like a sentence in a spoken manner. And I did that for a few months,
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and then I realized that it was boring as hell because my mom told me
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that it was boring. And then I decided, let me interview the
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curators. And then I decided that that was way too much of a lift, so
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then I found a middle ground where I would ask the curators to send
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in a voice note telling me about the theme that they chose and the episodes
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that they chose as part of that theme. So that was the evolution of the
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show, and I ran it from 2019 to
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2023. And I took a break in December of 2023, and
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that break is still going on. Okay. So that that's
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how I got started in podcasting. And then from there, I started a bunch of
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other shows, and mostly so that I could help advise
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other people on creating shows and being able to advise on what's successful
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in what markets and for which types of listeners.
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What would you say was the biggest surprise that you learned
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about podcasting in that journey? I mean, it's it's one thing to
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tell people how to podcast, promote podcast, see them grow, but, you know, you're
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putting one together yourself. You're, you know, recording and producing,
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editing, publishing it. What was the thing where you're like, I would never
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have thought? I would
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never have thought that there would
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be so many hosting providers that do very similar things. And I
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think it's kind of a misnomer. It's kind of a an issue for people
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when they don't know anything about the podcast space, and they go to Google and
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they say, what ho what podcast hosting provider should I use? And, really, just the
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thing that pops up is the thing that has the best SEO that day.
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And, truthfully, yeah, there are differences between hosting providers, but for the
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most part, they're hosting your, your RSS feed,
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and they're distributing it. And you get various levels of,
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analytics available to you and different ways of,
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uploading your content and make sure making sure that it's tagged the right way and
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things like that, but it's mostly the same engine, and I think that can be
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really confusing to a lot of people who are just starting out. When I started,
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I I've used almost every hosting provider because I've wanted to test them all out
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in some way so that I could advise other people on what provider because I've
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wanted to test them all out in some way so that I could advise other
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people on what might be best for them. And unlike when people ask me when
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they have a newsletter, if they like, what's the difference
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between Substack and Mailchimp and Beehive
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and
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Kit and things like that? There, I have an answer for them. Substack is generally
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better for writing long pieces. Mailchimp is generally
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better if you want people to click and do some e ecommerce. I don't really
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feel that way about pasta podcast hosting providers, and I think that that
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can definitely be a limiting factor for people that are just getting started
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out. That is interesting. Maybe we'll have to take some time and
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talk about all the different features of all the different hosting companies. But, yeah, I
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mean, truthfully, you know, my recommendation has always been think about the features that you
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need, see who has it, see who is, you know, within your budget, make sure
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they have good support, and also make sure they've been around for a while. We've
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seen a lot of fly by night hosting companies pop up with crazy wild
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offerings, and then next thing you know, they disappear and people are scrambling to, move
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their podcast from one platform to And and and this is not to say
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this is not to shit on any of the hosting providers. I think
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a a lot of them do have subtle differences that make or break why you
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might wanna use them. But I think the marketing towards the
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general idea of podcast hosting providers is very much like, we
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host your RSS feed. Boom. And I think we need to know a
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little bit more in the 10,000 foot view.
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I think that's absolutely a a a fair thing to request of
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the, podcast hosting companies that are out there. But it's not just on them. Right?
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It's also on, like, what does well on Google. You know?
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Like, there's a reason that they do the marketing the way that they do the
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marketing. Anyway Yeah. And and and you were saying about SEO. It's also a lot
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of just paid. Right? It's it's who's paying what, you know, who's winning what,
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auction to to be on the top of the listing over there for, podcast hosting
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companies. So so you start as a listener, you have
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the newsletter, you start doing podcast, and then you start getting heavily
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involved in the podcasting industry, joining the board of governors,
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partnering up with Podnews, you know, having worked for, one
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of the podcast companies recently. I'm not sure if you're talking about that publicly
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or whatnot, but, so working with the script. And what
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you know, from that side of things, what have you seen in podcasting
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that you, I
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guess, I would say, you know, troubles you?
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A few things trouble me. One in
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particular is that I don't think enough creators are
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paying attention to their audiences, whether they
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are still ideating on a podcast or
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they've had a podcast for a while and they don't know how to interact with
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their audience or that or how to take feedback
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from their audience. I think we we have an audience problem in general. I just
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went to a conference where it was mostly focused on craft,
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and I found that the word audience was barely uttered. It it was really more
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like, I wanna make what I wanna make, and then the audience will come. And
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I just I think that that can be the case, But in in a
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lot in a lot of cases, we need to think first about who this is
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for. And, honestly, that might have a little bit of an implication on
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what the content is about. It doesn't have to completely shift the content,
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but it might it might mean that instead of your show being 45
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minutes, it's 35 minutes because you did a listener survey, and
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most people average out that they like to listen to shorter
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podcasts. Okay.
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How do you I mean, I guess that really begs another question, which is
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how do you engage with your audience? So many podcasters
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publish episodes, post on social media, and they feel like
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they are speaking into the void or, you know, not being heard by
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anybody. So even if they wanna improve their show and get feedback, they don't feel
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like they can. What do you do to really encourage
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conversation with your audience? So there's definitely things you can do to encourage conversation. I'll
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talk about that in a second. But if it feels like pulling teeth to get
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any bit of feedback, it's probably because you just don't have a lot of engaged
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listeners, and that stinks. But you you maybe you need another way in.
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Maybe you need to meet them where they are. Maybe if there are 5 people
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who are commenting on your your social posts, only 5
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people, maybe you set up a phone call with those people and try to figure
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out what is common among them so that you might be able to find look
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alike audiences and maybe nurture those people as well. I think
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just because you make a show does not entitle you to an audience. And just
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because you have an audience does not mean that they must, after every episode,
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tell you what they liked and didn't like about it. But I think one way
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to make it more likely for your listeners to be in touch with you is
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to tell them why you want them to be in touch with you. I think
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if I say at the end of each episode, like, leave me a review wherever
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it is that you get your podcasts, I'm so bored by that. I've heard that
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by a 1000000 people. Why do I need a review? What's it gonna do for
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you, if if I leave you a review? And,
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ultimately, like, why me? Why now? So if you can explain, like,
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we want x number of reviews because it looks good when other potential
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listeners visit our podcast on Apple Podcasts. It's not about the
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algorithm. It is about social proof. It's kind of like a Ariel was
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here moment where you can kind of, like, write on the bathroom stall and say
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somebody was here before this podcast is vetted, and it's enjoyed by
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others. So I think if you can just get really clear about
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why you want your listeners to do what you want them to do, they're gonna
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be more likely to do it. It's a it's a trust thing. I think that's
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a very fair way to put it. We're chatting with Ariel Nissenblad, founder of Earbuds
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Podcast Collective. You could find it at earbuds.audio.
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Among that podcast newsletter, there's also a bunch of podcasts she produces and other things
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that you should really check out. Her stuff is fantastic. Her advice is great. She's
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often speaking and helping podcasters in a in a number of different ways. So,
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if you're not already, strongly encourage you to follow Ariel and see what
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she's saying and doing and and how she's helping the podcasting space. Before
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we let you go, we have questions that we'd like to ask everybody and kinda
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worked on this first one already, but I'll I'll reask it anyway, see if you
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have something else. Is is there a place you'd like to see improvement in the
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podcasting space, whether it's from the listener side, creator side,
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distribution, you know, discoverability, anything like that?
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Yes. I would like to see
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more I like audiograms. I like
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the concept of audiograms and and clipping videos for videograms,
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but I think I would like to see more
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honest marketing advice about what those will do for
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you. So just because you make an audiogram, just because you
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make a videogram does not mean that it's gonna get seen by thousands of people.
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Even if it does get seen by thousands of people, that does not mean that
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it's gonna convert to listeners. And I think there are too many
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SEO optimized or SE optimized, whatever, blogs on
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the Internet that are claiming that if you do x, y,
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and z, you will finally get the 10,000 downloads per
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episode that you're looking for, and that is not the case. It it it's really
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an individual situation. So, I guess I wanna see less
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of this blanket advice and more digging down into
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your individual analytics, maybe speaking with somebody who can interpret those
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for you and make some suggestions based on that. You know, I think along that
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same front, I agree. Like, audiograms, video clips, they do a great job of raising
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awareness, getting people to see it. But I would love to see a way to
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to make that connection from, oh, that's a podcast
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to, great. Now it's on my listening list, or now I've bookmarked it to listen
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to it later. It it just seems like from social media, the steps to get
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from there to subscribe could be a few, and
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it'd be nice if you have that, you know, like the way you could follow
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someone on Twitter from a different website because you have that embedded
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button. Right? Just the ability to embed a follow this podcast and
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have it show up in your Apple Podcast or whatever app you're using would be
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a really nice ad to, to improve people's,
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marketing efforts. What about, tech on your wish list? I see,
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like you said, you got the Shure m 7, good pair of headphones. But is
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there a piece of equipment whether it's something that's out there that you want or
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something that somebody needs to create that you're kind of jonesing for maybe,
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ahead of this holiday season put on your, wish list? I'm not big
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on the hardware end of things. What about
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software? I like software, but I'm pretty happy with the
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software that I use. I guess, hardware wise, would I love to
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sound treat this room a little bit? Yeah. I would love some panels or
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some somebody to come by and be like, here's how we can optimize,
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your tiny little apartment to make sure that the sound is better.
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Software, I I love testing out all of them. We're on
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Riverside right now, but like you said, I worked for Descript, and I used SquadCast
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and then Descript's rooms for years. And I love being able to test
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out all of them and see what's working and also being able to advise on
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you know, if something doesn't work, it's probably not a Riverside or a a
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Descript thing. It's probably just an Internet bandwidth situation thing. So I
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love I love being able to kinda stop those,
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moments of controversy in their tracks. People love to pit
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software against each other, and I just don't think it's always that. Yeah. It's it's
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funny how we we have become very tribal in what software we
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use. Right? Even going back to the hosting companies. Right? People who love 1 hosting
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company, not only will they talk nicely about their hosting
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company, but they will absolutely try and destroy the
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reputation of the other ones. And it feels like
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we're we're overly invested or or overly interested in the
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success of our hosting company as if we're stockholders or something
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like that. It's it's very strange, but, I'm the same way. Anytime new
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software comes wrong, I'm like, oh, let me see if I can do anything fine
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with that. And, you know, sometimes you can, and sometimes it's just, you
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know, more of the same package to in a slightly different way.
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And then this is a totally loaded question for someone like you. It has podcast
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recommendations. But is there a favorite podcast you
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have right now, 1 or 2, where regardless of everything else you're doing,
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you're listening to a new episode of that show drops, you're stopping what you're doing,
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or you will never miss an episode of said show, when it comes
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along? Yes. I have been
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listening to actually, I have a lot. But
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I'll say for at least 2 years now, I've been listening to every single episode
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of a show called Who Weekly, which is have you heard of it? I have
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none. It's great. It's it's interesting always to ask if you've heard of
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it or not because it's definitely made for, like, people who
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love pop culture and celebrity things, but, also, it goes much
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deeper, and it talks about who gets press coverage and why do they get press
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coverage. And it's kind of this meta media analysis without
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that does not take itself seriously at all. And I just love the way they
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do this, but and it's huge. Like, they filled,
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an a 1000 person, event space in New
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York City, and they went on tour they go on tour, like, twice a year.
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They're they're big, and yet you've never heard of them. Isn't that amazing? It's, like,
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it's shocking to me, but it's also not shocking to me because there's no monoculture.
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And I just think that this show is such a
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great community building show. They've done a great job giving
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their listeners names and finding interesting ways to nurture
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them and make sure that everybody understands their inside jokes and things like
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that. So I like that one. Nice. Yeah. I'll
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I'll never skip that. And then, of course, every day, I listen to
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a bunch of news podcasts, and some of them I feel more of a community
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attachment to than others. Like, The Daily Zeitgeist I listen to twice a day every
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day, and I do feel a connection to it, whereas I listen to Today
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Explained every day, and I don't necessarily feel like I need to connect with other
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Today Explained listeners, even though I really love the hosts. I
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also listen to The Brian Loehr Show every day, which is a radio program that
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they syndicate as a podcast. I think syndicate is the right word,
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and they break it up by segment, and I think that's just a cool way
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to consume radio. And then I listen to some non news podcast, but I won't
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get into those now. You just have to trust me. Okay. Well and, of course,
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if you're following Ariel on social media or watching what she does, she gives lots
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and lots of recommendations, and, it's it's not hard to see
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what she's into, what she's following, what she's talking about. So, get
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out there and make sure you are are following everything that she's doing. We will
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make sure to have links to all the social media that we have here. We'll
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try and make a link to all of the different products that are available, the
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newsletters, the podcast. And just as a reminder, it's Ariel
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Nissenblatt, founder of Earbuds Podcast Collective. Find that
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at earbuds.audio. Ariel, it is always a pleasure to
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chat with you. Thank you so much for coming on today. You're welcome. Thanks for
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having me.