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E47: Winning Podcast Strategies for 2024 (Experts Weigh In)
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In this episode, we've got podcasting powerhouses James Bishop and Ryan Sullivan in the ring, debating strategies for podcast success from their unique perspectives.
James, founder of top UK podcast production company OneFinePlay, takes a polished, commercial approach. Meanwhile, Ryan of Podcast Principles argues for personal branding and lead generation. They'll also spar over attention spans in the age of TikTok and more!
Tune in for this battle of podcasting pros as they school us on everything from production value to platform strategies – and walk away with game-changing insights no matter your podcasting goals.
Here are some power takeaways from today’s conversation:
00:00
01:24 - Introduction
12:30 - A commercial approach to podcasting
15:30 - Podcasting for lead generation and personal branding
38:00 - Differing views on attention spans and short form content
Episode Highlights:
[12:30] A Commercial Approach to Podcasting
James' background in live events and television led him to found OneFinePlay, a podcast production company taking a polished, commercial approach. With over 15 years of experience staging large-scale productions, James emphasized the importance of audience growth metrics and high production value when clients come to him expecting tangible results. While open to experimenting with new formats, James revealed his average podcast costs between $3,000-$4,000 to produce, requiring a business model focused on profitability rather than passion projects. This commercial viability means implementing strategies to attract sponsors through growing, engaged audiences - a model necessitated by OneFinePlay's overheads and team of full-time creatives.
[15:30] Podcasting for Lead Generation and Personal Branding
While Ryan agrees audience growth is important, he argues the primary goal of business podcasts should be lead generation and personal branding. As the founder of Podcast Principles, he helps companies launch podcasts as a marketing expense rather than a business in itself. Ryan primarily focuses on LinkedIn and YouTube to attract potential clients.
The hosts debate attention spans in an age of short form content like TikTok. James is skeptical about the idea that attention spans are truly getting shorter, citing his ability to watch hours of TikTok videos in a sitting. Ryan partially agrees but also acknowledges the reality of micro content succeeding on platforms like LinkedIn, for better or worse.
[38:00] Differing Views on Attention Spans and Short Form Content
James and Ryan engage in a lively debate about the impact of platforms like TikTok on modern attention spans. While they disagree on whether attention spans have truly changed, both recognize the need to understand how different audiences are consuming media in a fragmented online world dominated by short videos and reels across social platforms.
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