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Sept. 10, 2024
PodCards: Enhancing Podcast Discovery and Marketing – A Chat with Timothy Voice
How do I grow my show? How do I market my podcast? How do I increase my downloads? These are just some of the questions podcasters constantly ask and struggle to find meaningful answers. Podcasting Tech has got the keys to unlocking this puzzle.
Tune in to this episode with Timothy Voice, the CEO, and founder of PodCards, and discover a game-changing solution for podcasters looking to elevate their listener growth strategy.
PodCards is a revolutionary platform designed to aid podcasters in their growth by leveraging data and analytics. With a rich background in web development and podcast technology, Timothy brings a wealth of experience and innovation to the table.
Understanding your audience is key to growing your podcast, and PodCards offers the tools to make that happen. In our latest episode, we dive into Timothy's journey from a web developer to a podcast tech entrepreneur, the creation of PIPA, and its eventual acquisition by Acast.
We also discuss the core features of PodCards, including its advanced analytics capabilities, and how it stands out from other podcast promotion tools. Timothy also shares invaluable insights and strategies that any podcaster can use to better market their show.
This is a must-listen for any podcaster serious about using data-driven strategies to amplify their show's reach. Expect insightful discussions on the importance of analytics in podcast marketing and practical advice on leveraging PodCards for optimal listener engagement and growth.
IN THIS EPISODE, WE COVER:
- Timothy’s background and journey into podcast technology, starting from 2017
- The inception and development of PodCards as a tool for podcast discovery and analytics
- The unique features of PodCards, including landing page analytics and conversion tracking
- Practical tips for cross-promotion and understanding audience engagement through data
- The future of PodCards: upcoming features and analytics integrations to further aid in podcast growth
- Timothy’s recommendations for tech and tools to help podcasters improve their reach
Links and resources mentioned in this episode:
- PodCards
- Follow Timothy Voice on LinkedIn
- Get your free PodCard
- Rode Podmic USB: https://amzn.to/3VxoJiE
- Riverside. fm for virtual interviews: https://riverside.fm/?via=mathew&utm_medium=Captivate&utm_source=Captivate&utm_content=signature
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Transcript
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Welcome to Podcasting Tech, a podcast that equips busy
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entrepreneurs engaged in podcasting with proven and cost-effective
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solutions for achieving a professional sound and appearance.
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I'm Mathew Passy, your host and a 15-year veteran in the podcasting
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space. We'll help you cut through the noise and offer guidance on software and
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hardware that can elevate the quality of your show. Tune in weekly
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for insightful interviews with tech creators, behind-the-scenes studio tours, and
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strategies for podcasting success. Head to podcasting tech dot
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com to subscribe to this show on YouTube or your favorite podcast platform
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and join us on this exciting journey to unlock the full potential of your
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podcast. It is the question that
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podcasters ask constantly, how do I grow my show? How do I market
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my podcast? How do I increase my downloads? Well, lots of folks are trying to
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solve it, but one gentleman who's joining us today on this on the show, Timothy
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Voice, he's come up with a platform called PodCards. He's the CEO. You can
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find his platform at pod.cards. Yes. The URL is
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just pod.cards, and we're gonna find out more about it. Tim, thanks for joining us
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today. Thanks for having me. Pleasure to be here. So how did you
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before we even talk about what PodCards does, like, what's your background? What
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led you into platforms for podcasters?
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Yes. I've been in the industry for since about
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2017, beginning of 2017. I
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originally, joined,
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building podcast technology. Before that, I was a web developer. I've been in
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web development for, quite a while.
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And at that point, an old friend of mine from
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from middle school in South Africa, had just joined Techstars,
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which is a tech incubator.
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And they were building, PIPA, which was a podcast
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hosting and distribution platform. So they had just gone into Techstars
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in January of 2017. At the time, I was working,
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on various other, projects, but, they invited me
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to join there as a software engineer and and cofounder.
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So I joined them 2017, started building PIPA.
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We built that, out over the next, two and a half
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years or so, which was a very
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interesting experience, not only building
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the platform, but also an interesting time to be in podcasting.
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When we when we left the Textiles
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Incubator, the middle of 2017,
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You know, we were we're sort of like a traditional, start up
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environment, so we went out trying to raise, some capital for the
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project. But 2017, there was basically
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0, venture capital interest interest in the industry
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or at least in in sort of the platforms that we were building,
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which, you know, I think initially was quite frustrating because we sort
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of had the idea of of the kind of company that we were going to
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build. But it sort of forced
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us down a path that I that I think ultimately was much better for
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us. We we focused on profitability. We focused on
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on building our customer base,
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and, I think that was much much more uncomfortable,
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mode for us, in the end. You know? We we were really in
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touch with a lot of podcasters. We focused, a lot
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on the indie podcaster, trying to make that experience of
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distribution, and hosting as as simple and
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straightforward as as we could. And we
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built that business over the next 2, two and a half years.
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And as everybody know, 2019 came around, and
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Spotify entered the space. And then suddenly, there was just massive interest.
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Right? There was massive interest in podcasting. There was massive interest
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in, in podcasting tech. And
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fortunately, at that point, we sort of had built the business, to
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a point where it was profitable and running on its own, and I think that
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gave us a lot of options, when it came to,
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talks around acquisition. And it was at that
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point that we joined ACAS. So ACAS acquired
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PIPA, in April of 2019,
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and I joined along with, my other cofounders,
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in ACAS. And, I was at Acast for around two
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and a half years, integrating, what was
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PIPA into Acast, and it became the,
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the primary hosting and distribution platform for all of
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Acast's podcasters. Very cool.
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So what did you voluntarily leave
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Acast? Are you still helping out? No. I left Acast.
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I left Acast because, like, it
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was it was a fantastic company to work for, and I really
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enjoyed my time there. And, you know, fortunately, I was able to work with the
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core team that we brought over from PIPA for most of that time.
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But I left ACAS because I I really like the vibe of small
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companies. I really like building myself, and there,
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I was more, not so hands on in the technology and and
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more sort of, like, on the organization side.
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And it just felt like the right time. You know? I think at that point,
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the platform was mostly integrated. The team was mostly integrated,
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and so it felt like that was a a good point for me to sort
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of go off and and see what else I could do in the space.
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So that takes you to the concept of PodCards
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or were there a few other ideas that maybe didn't, you know Yeah.
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Quite flush out in between? There were some side projects, which
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actually sort of led me to PodCards. So,
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immediately after Acast, I took a little bit of a break, but then started
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building, a little side project called
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syndicated, which was, again, like,
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focused on on sort of, like, how do how do people discover new
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podcasts. I think I think that's always been the question, and I
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think the answer typically is, you know, word-of-mouth or other
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podcasts. And syndicated was was a
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simple little app that would allow you to sort
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of create a subscribable RSS feed from a bunch of other podcasts. So you
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could sort of, like, create a shareable playlist that people could subscribe to in their
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in their other apps. So
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and that was you know, I think it was a really interesting
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project, but what it what I sort of I built
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the project and then came up against this issue of like, okay. So you
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have these RSS feeds. How do you share them?
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And that sort of, like, led me down the path of, okay, how do
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you share a podcast in general? Like, what is the best way to do that?
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And I built podcasts as sort of, like, an add on to that the
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original sort of, like, MVP of podcasts. I built as an add
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on to that, platform, and then and then quickly realized
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that, actually, there's, a need,
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in the industry in general around discovery. And for
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me, sort of given my background, my technical background,
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I started focusing on analytics. So not
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only is sharing an issue in
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podcasting, but more importantly from my perspective,
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there's no sort of transparency around the analytics of
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sharing. Like, what does your funnel look like? How does someone what does that listener
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journey look like going from discovery to engagement to
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conversion? And and that's sort of that was
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the seed of the idea of PodCards, and it's has sort
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of expanded over time since then. So there's a lot of
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services like PodCards out there. Right? The idea of almost like this
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podcasting Linktree service where you have your show,
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your artwork description, title, right, all that stuff. And then, you know, often these
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services will display all the various platforms
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where somebody can find that show. But you
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did take a slightly different approach because I noticed, you know, I signed up for
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it and, like, I could see there is, a way
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to put a prefix into my RSS feed. So there's more to it
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than just creating this landing page. What, like, what led you down
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that path? Yeah. I think the landing page I think, so my
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my interest is my interest in the industry is definitely on
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the indie podcaster side. I think there's just so much innovation
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happening, sort of outside the main players, and
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I think there's, like, a lot of opportunity for
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people who are producing, like, really high quality content and really
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good content, but are struggling with the growth side because they
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don't have the sort of built in network that a lot of other people have.
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So podcasts as a product, as as you just described, sort of like the
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Linktree style shareable, web page,
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for me, it's just sort of like the entry point for a podcaster, like, somewhere
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where they can just sign up and and get something going right out of the
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gate, something that looks good, that they're able to
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share. But then for me yeah. As you
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mentioned, like, the the more important part for me is the
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analytics around it. So it's great that you're you're sharing your podcast, but,
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like, what does it actually tell you about how you're sharing it, and what
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what information can you use to sort of improve your audience
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development strategies in general? So the the pod card
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itself is is wired up to, an analytics
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platform, and the prefix as well. And so,
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I can sort of correlate that data to tell to give you more information about
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your listener journey. So someone lands on your pod card,
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they click an episode, they play an episode,
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they click on one of the the apps, and then they go on
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and listen in whatever podcast platform, they're
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using. And we collect data
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at every stage of that so you can see, you know, what is
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your conversion rate. So a 100 people land on your pod
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card. 50 of them listen to an episode. 20 of
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those click on one of the the apps, and then 10 of those
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go on and listen, in their podcast app. So it really gives you sort
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of visibility into how your sharing
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strategy is performing. So maybe it it's,
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maybe you wanna test LinkedIn versus Instagram versus your
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newsletter. You can actually compare those different marketing
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channels and see, okay, I might get a bunch of traffic from
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LinkedIn, but not many of those people are converting into listeners. Instagram is
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actually really effective for me in actually converting people, to,
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longer term listeners of my podcast. Interesting.
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Yeah. Now is are all of those features that by the
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way, anybody listening to this is like, oh, that's very interesting. Go to pod dot
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cards. You can claim your podcast right now, and, you know, start
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to access most of these features, but there are upgrades to it. So how
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far do you have to go to get the most out of PodCards, or what
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is the most that we can get out of PodCards if we're subscribed to the
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service? Excellent question. So it's really designed to give
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podcasters who are are just sort of, like, new to this,
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the space around analytics, like, the best way to to get
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in there. So your pod card is free. It starts
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to you start to really if you start to take this more
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seriously, then you wanna sort of look at your, data over
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time. And you want us maybe, employ
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various strategies. So, not only your pod card,
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but you also have a website that you might wanna integrate with it, and
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you also are running, audio ads, so promos
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across maybe, a network that you're part of or another
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network. And that's where that's where sort of, like, the
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upgrades come in. So you might want to,
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customize your podcast a little bit, but as you sort of become more,
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as you sort of become more involved in this
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way of, growing your show around analytics and
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data, and once you start to employ various marketing channels, that's
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where the upgrades come in. So we're talking specifically
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like, audio to audio ads. So if you're,
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if you're running on a platform like Megaphone or whatever, then, we'll
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give you a pixel that you can associate with, your audio promo
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on another pod another podcast, and you can
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then track another podcast, and you can then
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track that conversion rate in podcast as well.
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Interesting. Okay. Have you found
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podcasters are starting to take advantage of that? And if so, what have
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been the sort of success with that? Yeah.
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I mean, I think, you know, I think in the
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podcast industry, the sort of tried and
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true has always been converting people from other
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podcasts. So podcasts that sort of they're already listening
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to that that share sort of a similar listener base,
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that's sort of, like, been the highest, conversion,
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that we've seen in the industry. And I think that's, you know, I
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think podcast technology is a little,
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eccentric, but it's very robust.
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And I think that what people have you know, the the
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audio to audio promo stuff is really like bootstrapping,
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an algorithm where, you know, other creators, video creators
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on YouTube or or similar platforms, they sort of
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have a built in algorithm that's managed centrally by a
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platform like YouTube. In podcasting, we don't really
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have that because people are, you know, listening across
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multiple platforms using many different apps. And so there
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isn't really a central algorithm, and I think the best thing that we have
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come up with is is this, like, cross promo,
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cross promo strategy.
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So, yeah, sort of bootstrapping bootstrapping an algorithm.
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If somebody were to sign up for a pod cards and and, you know, go
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down this hole and, like, take advantage of everything, any tips or
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advice for cross promotion? Right? It's it's super
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tempting to just say, let me find the most popular show out there, try and
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buy an ad, and, you know, reach the largest audience. But that's
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not probably gonna do it for a lot of people, is it? Yeah. No. I
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think I think if you're if you're interested in a platform
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like PodCards, if you're interested in analytics, if you're interested in
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taking a more data centric approach to audience development,
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then I would just be experimenting as much as you can. So,
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anywhere that you're sharing your podcast, I would use a link like
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pod cards so that you can really measure your marketing
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channels and compare them to each other and see, and see how they're
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performing. I don't have a podcast. I haven't
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really been involved directly in growing a podcast,
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but I have built, several sort of Internet
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businesses and Internet companies. And for me, the beating heart of that
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activity is really the analytics.
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I need to know, like, how how my marketing strategies
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are performing. Like, for example, with PodCards. Right? I'm I'm measuring
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I'm measuring the full funnel of, okay, I'm promoting
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PodCards on various channels. I'm running ads. I'm
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I'm participating in newsletters, all of that kind of thing.
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And I need to know exactly how how well those
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various channels are performing. So I'm looking to see
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okay. I have x amount of LinkedIn traffic. I have x
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amount of traffic from, like, a pod cue pod, pod
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news, press release, etcetera, etcetera. And I'm I'm
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measuring that traffic. So I might get a bunch of traffic from LinkedIn,
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but because it's typically people who work in podcasting, not
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necessarily podcasters themselves, I'm getting a bunch of traffic, but not a
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ton of conversions. Right? However, Pod News, for
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example, is, like, wed read very widely,
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amongst people who are in the industry, podcasters themselves,
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and so that has been, very good in terms of conversion rates.
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And so now I can focus my strategies on various marketing
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channels that are growing my business. And for me, I feel like
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there's there's a big gap in podcasting where, like, this
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is this is information that I think is has been
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readily available and has been used across many other medias
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before, this sort of, like, data first strategy. But for me,
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it's been missing in podcasting. And I think as
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as the industry grows, as the industry matures, as, you
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know, more people enter the space, more people from other
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industries enter the space in in sort of formal marketing
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positions. They're sort of looking for this data. They're sort of looking
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for, the ability to use these strategies, to use the
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data first strategy when they're when they're, promoting their
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podcasts. And I feel like there's there's
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just a need in the industry. I feel like, especially for indie podcasters.
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You go on Reddit and, as you mentioned at the top of the show, you
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know, nearly every question every day is like, how do I grow my
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podcast? What is the most effective social media platform? Etcetera,
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etcetera. And I think there's a lot of advice
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on there that sort of ranges from, you know, are
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you making good content? To very specific advice and
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maybe not so helpful advice around, like, well, you know, you can focus on Twitter,
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but don't expect a lot of people to convert from
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your social media into your podcast. But still do it because it's really
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important. And I think those questions could really,
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really easily be answered with just some data.
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A lot of those questions are very podcast specific. Where is your audience? Where is
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your platform? And if you just had a little bit
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of data around, like, where is your traffic coming from and how many of those
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people are converting, then you could answer that question for yourself, and you could
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really invest in the platforms, that are
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more effective for your particular show.
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Good insight. Are there other features that you have,
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in mind for PodCards that you can share with us that might get
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people excited to sign up and and be ready for it? Yeah.
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Absolutely. So as I as I mentioned, I think pod cards, the
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pod card itself is is a really easy way to get started, a
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really easy way to, just sort of bootstrap,
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your entry into data driven audience development.
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But what I'm really excited about is bringing bringing that analytics
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engine to whatever platform you're using. So we're working
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on an analytics tag that you can put onto your own website.
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Like, you've invested a bunch of a bunch of time and energy into
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into building your presence online or wherever.
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And so I wanna take, the analytics engine that
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we're using for PodCards and help you, put
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that anywhere that you want. So we have right now a
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feature called the follow wall, which is a a bunch of
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player badges that you can embed on your website, and
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we track all of those clicks, on those
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badges so you can see how well your website is converting,
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into actual listeners. And I wanna sort of expand that strategy so
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that people can use whatever channels, whatever
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platform they're currently using, but still get the analytics engine that that
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we've built so that you can, really measure across
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your pod card, across your website, whatever, anywhere that people
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are discovering your podcast, and, you know,
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visualize that full list in the journey, visualize that funnel.
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So that's one feature I'm really excited about, and that's that's sort of, like, the
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front end of things. And then on the back end, on the data side,
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I really wanna expand the insights that that we give to podcasters.
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So things like listener retention, cohort analysis, you know, things
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that are are pretty standard in sort
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of, like, building a software as a service company,
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that are really critical to understanding, like, what is your
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customer lifetime value, all of that kind of thing. I think bringing that
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that sort of, analysis into podcasting, I think, would
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would give people, a real leg up in terms of their audience
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development. Very nice. Yeah. Well, again,
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folks, if you want to be a part of this journey and check it out,
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get your free pod card, just go to pod.cards. We were chatting with
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the CEO and founder, Timothy Boyse. Before we let you go, Tim,
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we have a couple of questions that we'd like to ask everybody. I I have
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a feeling the first one you've kind of answered, but maybe maybe you wanna expand
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a little bit. Is there a place you'd like to see some improvement in the
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podcasting space, whether it's from the content creator
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side or even from the listener side? Yeah. I mean, I can't really speak to
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the content creator side, but I think for me, it is
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around this audience development side. That's obviously
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why I'm building podcast, but I think I think there's I think
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things could be a lot easier. I think they could be a lot more informative.
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And I think that indie podcasters, and, you know, networks
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alike could really use some more data around,
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around discovery. Makes sense.
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What about is there a piece of technology that
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you would really like to get your hands on? Whether it's something that already
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exists that you're just like, oh, I really wanna buy it, but it's not on
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my budget, or something that you're wishing someone would make that would make your
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life easier? Yeah. I mean, I
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think, I think the more mobile that
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we can make this sort of thing, like, podcasting, podcast
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technology, I think, the more like, these
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these RODE NTS or NT mics, are fantastic
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because you can just travel with them. And I think, you know, there's a whole
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bunch of things, as as you know, that go into creating,
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content, like lighting, microphones, cameras, all of that stuff. And I
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think the more the more compact to mobile that could be, the
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better. Good answer. Good
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answer. And lastly, are there podcasts on your
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app that you subscribe to now that, like, they're just your favorites? You
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know, maybe you have a bunch, but when this podcast or a few of these
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podcasts, they released a new episode, you were stopping what you were doing, and you
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were listening to them? Absolutely. The 2 that come to
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mind, and they're extremely different, is the
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Cafe Insider, which is, a podcast run
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by Preet Bharara, who used to be the southern district of New York
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attorney general. And they go him and Joyce
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Vance go through sort of, like, the daily or the news
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cycle, but they go through it from a legal perspective. And I really appreciate
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going through, you know, all of the crazy stuff that happens,
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around politics and and the world in general, but from a technical
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standpoint, so from, like, a technical legal standpoint. So that
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that's one I always look forward to. And the other one, is much more
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fun, and it's Doctor Game Show, from the MaxFun network.
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It's sort of, it's like
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listener created, listener generated games that the 2 hosts,
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play. And it's just, you know, it's like a a breath of fresh air.
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It's really fun. It's really interesting, and it's just something that
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you can sort of throw on and, have a laugh and enjoy.
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Interesting. Well, you've just given me 2 to check out on my, listening,
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journey. So I appreciate those two suggestions. Once again, we've been
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chatting with Timothy Boyse, CEO and founder of PodCards. Again, if you're
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looking for a tool that will help you not just market but better
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understand your marketing efforts with your podcast, we encourage you to check them out at
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pod.cards. Tim, thank you so much for joining us today. Thank you.
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It was a pleasure. Thanks for joining us today on Podcasting
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Tech. There are links to all the hardware and software that help
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power our guest content and podcasting tech available in the show
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notes and on our website at podcastingtech.com. You
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can also subscribe to the show on your favorite platform, connect with us on social
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media, and even leave a rating and review while you're there. Thanks, and we'll
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see you next time on Podcasting Tech.
Timothy Voice
CEO/Founder
Timothy Voice is the innovative CEO and founder of PodCards, a pioneering platform enhancing podcast discovery and analytics. With a robust background in web development and podcast technology, Timothy co-founded PIPA, a podcast hosting and distribution platform that was acquired by Acast in 2019. His expertise lies in data-driven audience development, providing indie podcasters with invaluable insights to refine their marketing strategies. A visionary in the podcasting space since 2017, Timothy continues to evolve how shows grow and engage with listeners through innovative, user-friendly solutions.