The Branded Podcast Insider: “Ya Gotta Know When (and how) to Hold Em”
In this week’s BPI - data you really need, some podcast news, and our Feature Podcast of the Week by Basecamp.
The Data You Need
We talk a lot about stats around here because as a business or brand those kinds of things are important, naturally. The numbers help us understand what works, and more importantly, what doesn’t.
One of the most valuable pieces of data that can help you figure this out, other than downloads, is retention rates. This can give you a much better idea if people are tuning in for the whole episode, skipping around, or tuning out after a few minutes - which can be indicative of other things other than losing interest.
You can find this retention data on podcast listening platforms like Spotify and Apple Podcasts, as well as on hosting services such as Simplecast -- which is great if you use embedded players on your site.
If you want to get a better understanding of the analytics on the platform(s) you use, check out this recently updated article written by James Cridland over at Podnews.
To prevent podfade, check out this article from Matty.
News You Can Use
Wanna hear something funny? Well, you’re in luck. iHeartMedia and comedian Will Ferrell (Ron Burgundy Podcast) have teamed up to create the Big Money Players Network, a podcast network for comedians. It’s set to launch 10 podcasts over the next 24 months all produced by Ferrell and iHeartMedia.
Spreaker becomes the latest podcasting host to become IAB certified. Why is that important? Analytics on hosting platforms vary, and many use different methodologies to track the same thing, giving wildly different results. This has made it more difficult for advertisers to accurately gauge performance. In response to that, the IAB developed an industry-standard for measurement, which has helped level the playing field.
BPI - Podcast of the Week
The Distance by Basecamp
In early 2015, Basecamp launched, “The Distance” a podcast that’s geared towards the entrepreneurially minded. Over three years, they produced 58 episodes; each one featuring small-business owners who have been operating their business for more than 25 years. They are pretty short (no more than 15 minutes) but give an interesting backstory about the businesses and how they got started. It’s really easy to listen to one (or more) of these on a commute or even a trip to the grocery store.
So how does this tie into their own business?
Basecamp is a software company that offers productivity software for businesses. Their app features a message board, to-do lists, project management cards, email, and other features. In short, it’s like combining Slack, Trello, Todoist, Gmail, Calendar, and Google Drive all into one app. No more having to jump around all over the internet to keep track of things. Something that small businesses and startups with limited time and resources might find compelling.
Take a listen to The Distance.
In 2017, Basecamp switched gears rebranding and refocusing their podcast endeavors. Their newest podcast, ReWork, is about better ways to run a business and is definitely worth a listen to.
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