The Podcast Report

The Podcast Report: Why Downloads Are a Dying Metric (And What to Track Instead) In this solo "walk-and-talk" episode from, Paul Colligan reflects on his recent induction into the Podcasting Hall of Fame and tackles the industry's obsession with the most misleading metric in the business: The Download. While downloads are the easiest number to track, they are also the easiest to cheat, manipulate, and misunderstand. Paul breaks down why you should stop chasing big numbers and start focusing on the four questions that actually determine podcast success. Key Takeaways from This Episode The Problem with Downloads: Downloads shift the value of a podcast from the content itself to the consumer's action. They don't tell you if a listener was entertained, if they took action, or if they even listened past the first five minutes. The "Cheating" Economy: From bot-generated downloads to "download arbitrage" by unscrupulous consultants, Paul explains how easy it is to buy a fake audience on platforms like Fiverr or Upwork. Metric Realities: Even "standardized" metrics like IAB downloads can be misleading due to technical issues like multiple IP addresses for a single listener. The 4-Question Framework for Success: Paul shares the Podcast Partnership's internal process for measuring what actually matters: What do you want the show to do? (e.g., sell a book, generate leads, change global awareness). How do you know it's doing it? (Tracking coupon codes, sales data, or consumption depth). Is the show actually doing it? How do you make it do it better? Resources & Links Mentioned The Podcast Partnership: podcastpartnership.com Podcast Hall of Fame: Paul's recent induction and reflections on the industry. Metrics Standards: The IAB (Internet Advertising Bureau) standard for podcast measurement. Call to Action Stop measuring your success by how many people clicked "download" and start measuring by how many people did what you wanted them to do. What is the primary goal of your show this week? Would you like me to draft a LinkedIn post or a short "Shorts" script based on these show notes to help you promote the episode?

Discover how understanding the purpose, byproducts, and long-term goals of publishing, pairing, and promoting your podcast can unlock new levels of success. Paul Colligan breaks down this strategic framework, revealing how these three essential activities contribute to building an audience, creating a substantial body of work, and establishing a strong presence in the podcasting world. Key Takeaways: • Purposeful Publishing – Learn why meeting the specific needs of your audience through consistent content is crucial for building social proof and a dedicated following. • Strategic Show Notes and Titles – Understand how pairing your episodes with SEO-friendly titles and detailed show notes enhances discoverability and provides valuable support to your listeners. • Effective Promotion – Discover strategies for rising above the noise by promoting your podcast, giving you a reason to be social and amplifying your reach across platforms. • Leveraging Byproducts – Explore how the byproducts of your efforts, such as creating a comprehensive body of work and fostering audience engagement, contribute to long-term podcast growth. • Achieving Long-Term Goals – Uncover the importance of defining purposes, recognizing byproducts, and setting goals to build your audience, establish pathways, and maximize your podcast's impact. Call to Action: Ready to see extraordinary results with your podcast? Focus on the purpose, byproducts, and long-term goals when you publish, pair, and promote your show. Don't forget to subscribe, leave a review, and follow The Podcast Report for more expert insights into podcasting success. Thanks for listening! For more info, check out podcastpartnership.com Thanks for listening! For more info, check out https://podcastpartnership.com/

How podcasters can harness the power of AI to enhance their shows rather than just replace the human element. He emphasizes shifting the focus from what AI can do for you to what you can achieve with AI tools, encouraging podcasters to consider new possibilities that were previously out of reach. Key Takeaways: • Rethink AI's Role in Podcasting – Use AI not to automate your podcast but to unlock new capabilities and improve your content. • Leverage AI for Innovation – AI can help bypass limitations, allowing you to do things that were too time-consuming or costly before. • Prepare for Rapid Advancements – With AI technology evolving quickly, thinking ahead about how it can serve your podcast will keep you ahead of the curve. Resources Mentioned: • Podcast Movement Conference – podcastmovement.com • The Podcast Partnership – podcastpartnership.com • Paul On X – twitter.com/colligan Call to Action: Join the conversation! Share your ideas on how AI can enhance your podcast. Don't forget to subscribe, leave a review, and follow The Podcast Report on social media for the latest insights. Thanks for listening! For more info, check out https://podcastpartnership.com/

Paul Colligan delves into how to leverage AI to simplify and future-proof your podcast production. Introduction of the Future Proofed AI Bypass Machine, a framework designed to automate and streamline the podcasting workflow by bypassing unnecessary steps. The importance of allowing AI to handle tasks to reduce complexity, save time, and enhance efficiency, enabling podcasters to focus on creating great content rather than getting bogged down in technical processes. Key Takeaways: The Power of AI in Podcasting – Understanding how AI can eliminate steps in production rather than adding complexity. Introducing the Future Proofed AI Bypass Machine – A framework to automate and streamline your podcast workflow for future-proofing. Simplify Your Production Process – How recording and sharing can be the only steps you need, with AI handling the rest. The Role of the 'Smart Person in the Middle' (SPITM) – Leveraging expertise to bridge the gap between technology and podcasters for seamless integration. Future-Proofing Your Podcast – Strategies to adapt and evolve with technological advancements without overhauling your workflow. Resources Mentioned: Apple Notes with Audio Transcription – Apple Notes Support Otter.ai for Transcription – Otter.ai ECAMM Live – ECAMM Live Dan Sullivan's Strategic Coach – Strategic Coach If you're ready to future-proof your podcast production, reach out to Paul Colligan for a copy of the Future Proofed AI Bypass Machine framework. Don't forget to subscribe to The Podcast Report, leave a review, and follow us on social media for more insights into the evolving world of podcasting. Thanks for listening! For more info, check out https://podcastpartnership.com/

Paul Colligan welcomes Dave Jackson from the School of Podcasting to discuss what podcasters need to know to succeed in 2024. They dive into the evolving landscape of podcasting, exploring how YouTube's push into the space and the rise of AI tools are shaping the industry. Paul and Dave offer insights on leveraging new technologies like ChatGPT and Descript, balancing short-form content with long-form value, and strategies to keep your podcast engaging in this rapidly changing environment. Key Takeaways: • The State of Podcasting in 2024 – With fewer new podcasts being created, there are opportunities for creators willing to innovate and fill gaps in the market. • YouTube's Impact on Podcasting – Understanding YouTube's role and whether its venture into podcasting will significantly move the needle. • Leveraging AI Tools – How tools like ChatGPT and Descript can assist in content creation and editing while emphasizing the importance of the human touch. • Navigating Short-Form Content – Tips on using shorts, TikTok, and snippets effectively without cannibalizing your long-form content. • Timeless Advice – The importance of not being boring and consistently delivering value to your audience. Guest Highlights: Dave Jackson – Host of the School of Podcasting and experienced podcast consultant. Dave shares his expertise on current trends, offering practical advice on harnessing AI and social media platforms to enhance your podcast. Resources Mentioned: • School of Podcasting – schoolofpodcasting.com • Descript – descript.com • Eddie by Headliner – headliner.app/eddie • ChatGPT – openai.com/chatgpt Thanks for listening! For more info, check out https://podcastpartnership.com/

Paul Colligan shares seven essential strategies to help you dominate Podcast Movement 2023 in Denver. From prioritizing hallway conversations over attending sessions to the importance of asking the right questions, Paul provides actionable advice to ensure you maximize your experience at this premier podcasting event. Key Takeaways: • Hallway Conversations Beat Sessions – Discover why spontaneous interactions can offer more value than scheduled presentations. • Verify Everything You Hear – Learn to critically assess information and claims presented during the event. • Ask the Right Questions – Understand how asking specific, targeted questions can lead to more meaningful insights and connections. • Know Your Environment – Prepare for Denver's high altitude to stay healthy and energized throughout the conference. • Booze is Everywhere, Podcast Movement Isn't – Balance social drinking with your goals to make the most of the event. • Follow the Money – Analyze how others might benefit from their claims to better interpret the information they share. • Enjoy Your People – Embrace the opportunity to connect with fellow podcasters who share your passion. Resources Mentioned: • Podcast Movement 2023 – podcastmovement.com • Paul's Presentation on Podcasting and YouTube – Thursday at Podcast Movement 2023 • ChatGPT – openai.com/chatgpt Call to Action: Heading to Podcast Movement 2023? Come say hi to Paul and let him know where you consumed this episode! Don't forget to subscribe to The Podcast Report, leave a review, and follow us on social media for more insights into podcasting success. Thanks for listening! For more info, check out podcastpartnership.com Thanks for listening! For more info, check out https://podcastpartnership.com/

On today's episode of the podcast report, we discuss three themes: AI, YouTube, and noise in podcasting. AI will revolutionize cameras and sound quality, YouTube is a major player in the podcasting world, and we address the issue of noise in the industry. Stay tuned for future episodes. Thanks for listening!

Podcast Monetization is seldom about the ads. If you're an entrepreneur thinking about Podcasting, here are 5 things to consider.

Despite the excitement about the Facebook Podcast updates for late 2021, they will do nothing to help your Podcast. But, you can leverage what they've done for the sake of your Podcast. The Medium article about Facebook Consumption - https://medium.com/@PaulColligan/want-your-audience-to-actually-consume-your-content-give-podcasting-a-second-look-or-listen-da9678f9100a?source=friends_link&sk=dadfcda4ad9ba691f450c7b2f036b62d

When you OWN the network, Facebook going doing doesn't matter, YouTube demonetizing you doesn't matter, Spotify running in and out of favor doesn't matter. What matters is what you do with your content, with your network. Be smart with it P.s., this is MUCH bigger than owning the URL or someone else publishing your feed.. #BeTheNetwork http://ThePodcastReport.com/BeTheNetwork

Exploring why Apple's iCloud Private Relay isn't killing podcasting and why podcasters should shift focus from unethical tracking practices to building genuine audience connections. Paul Colligan discusses the minimal impact of Apple's privacy features on podcast analytics and emphasizes the importance of delivering value to a specific audience without relying on invasive tracking Key Takeaways: • Apple's Private Relay Impact – Understanding why Apple's iCloud Private Relay has little to no effect on podcast analytics and advertising. • Embracing Ethical Podcasting – The importance of avoiding unethical tracking practices and respecting listener privacy. • Building Audience Connections – How focusing on delivering value to a specific audience leads to more meaningful engagement. Resources Mentioned: • Sounds Profitable Newsletter – soundsprofitable.com • The Podcast Report on Private Relay – thepodcastreport.com/private-relay Join the conversation! Subscribe to The Podcast Report for the latest insights in podcasting. Don't forget to leave a review and follow us on social media to keep the discussion going. Thanks for listening! For more info, check out https://podcastpartnership.com/

There is a new thing in Podcasting ... so new, it's getting the name "Podcasting 2.0." There are some very exciting things about it. In this episode, I chat about the concept of "Value For Value." It's pretty exciting. Here are some of the links that matter. I'll update the notes and webpage as/when needed: Podcasting 2.0 - https://www.podchaser.com/podcasts/podcasting-20-1421056 Value For Value Podcasts - https://podcastindex.org/podcast/value4value The Podnews Article - https://podnews.net/article/boost Podfriend - Podcatcher That Supports Value For Value - Link To The Podcast Report - https://web.podfriend.com/podcast/60091395c20dd Podfriend - Link To Frank Kern - https://web.podfriend.com/podcast/ask-frank-kern Get 5 Bucks In Bitcoin For Free (First Step In This Process) - https://cash.app/app/MQHKDMR Bluewallet - the App I'm using - https://bluewallet.io/ Thank @AdamCurry on twitter for making this happen - https://ctt.ac/9qVR9

You want MORE than downloads from your Podcast - here's why. Part 8 in an 8-part series about The Podcast Partnership Mindset Scorecard. You can get your copy at http://HeadsUpTuesday.com CLAIM=4069214ba7668f856f4ad7484e76619967f115b6=CLAIM

Yes, it's true, the "show about nothing" has lots to teach us about the best possible kind of Podcast content. Part 7 in an 8-part series about The Podcast Partnership Mindset Scorecard. You can get your copy at http://HeadsUpTuesday.com

A story about an influencer named Martin Luther King Jr. and how his message of a dream needed better audio. And, part 6 of 8, of our series on the Podcast Partnership Mindset Scorecard. Grab your Scorecard at http://HeadsUpTuesday.com.

Is a "good heart" and effort enough to make your Podcast successful? Is the old cry of "Podcast your passions and profits will follow" a good idea? In part 5 of this 8 part series on The Podcast Partnership Mindset Scorecard (get yours at http://HeadsUpTuesday.com), Paul examines the conflict of "Effort Versus Strategy." Hint, Strategy Wins.

The idea of "Who Not How" comes from Dan Sullivan of Strategic Coach who has leveraged that very concept to be part of 11 different Podcasts. We started the first one but love how this smart (do I dare say "Strategic"?) element has made it possible. It's part 4 of an 8-part series on the Podcast Partnership Mindset Scorecard. If you want to get your copy, grab it at http://HeadsUpTuesday.com. Next episode we'll chat "Effort Versus Strategy."

Technology is here to SERVE me - not vice versa. If we figure out how to leverage the latest technology to serve our Podcast content (a tech 15+ years old), we'll do even better. It's part of The Podcast Partnership Mindset Scorecard. If you'd like a copy, you can grab yours at http://HeadsUpTuesday.com.

Podcast Seasons? I was introduced to the idea by the great Michael Hyatt and it's been a part of our Podcasting strategy pretty much from that day on. It's the second point in our Strategic Coach inspired Mindset Scorecard - and we're taking 8 episodes to talk about the 8 points. Want your copy of the Scorecard? You can grab it at http://HeadsUpTuesday.com

As was promised in the last episode - part 1 of The Mindset Scorecard - our concept of Business Podcast Gold. If you want to grab your copy of these two documents, grab the Heads Up Tuesday newsletter which will get you access to our grand list of tools - including these two. http://HeadsUpTuesday.com

The Podcast Report is BACK - and no better way to celebrate than a simple (but hour long) catchup with friend of the show - Dave Jackson (School of Podcasting, Libsyn, Building A Better Dave, Podcast Hall of Fame, Profit From Your Podcast ...).

The last piece of your team is the person who makes sure it all "happens." The Operation makes sure the big picture is at play and, yes, is there to make EVERYTHING is done correctly for the bigger picture of your Podcast. This is the final episode in our Team Clarity Matrix. You can grab your free Matrix - and video series at - http://TeamBeforeTech.com.

Once the show is done, it's time to promote your Podcast. The right person for the job will do amazing things. The wrong person will waste your time and money. Understand (and build) your Podcast Team with The Podcast Partnership's Free Team Clarity Matrix: http://teambeforetech.com/ #TeamBeforeTech

Publishing your Podcast is so much more than clicking a button and filling out forms. Do you know the right 7 questions to ask the team member publishing your Podcast?

Who is going to edit the Podcast is only the first question. What kind of tech will they use? What workflow will they follow? Who owns the projects? What happens if you have to move to another platform? TeamBeforeTech.com

Once you've figured out who is in charge of Strategy/Review, it's time to think about your Talent. It might not be as easy as you thought. Build your Podcast team the smartest way possible with the Team Clarity Matrix (TM) TeamBeforeTech.com

If you have no Podcast strategy, you can't be frustrated when you have no Podcast results. No Podcast is an island. In our 15+ years of Podcasting, we've realized that everyone needs a team. The Podcast Partnership Team Clarity Matrix (TM) provides the means to understand your Podcast Team. The first step is Strategy / Review. We cover that in this episode. http://TeamBeforeTech.com

Tim Ferriss quickly killed his "fan supported" model for monetizing his Podcast. The experiment was fascinating but his quick jump back to the ad model might not be what it seems. As always, lots to learn from Tim.

The Podcast Partnership will be at Podcast Movement this year in a booth surrounded by "Podcast Hosts" all trying to outdo each other. The future of Podcast hosting is three simple things. Paul Colligan explains them in this episode.

The promise of Podcoin is fascinating - it's "the Podcast player that pays." Listen to a Podcast, make some money. Get a new audience for your Podcast because those nice folk at Podcoin are paying them to listen to your Podcast. That's not how Podcast monetization works - at least not the kind that interests me - or should be interesting you.

Pandora has a shot at "winning" the Podcast wars if they do these things - correctly - and quickly ... 1 - Bring ALL the Podcasters in. 2 - Use unsold or remnant inventory to promote Podcasts. 3 - Start Thumbs Up / Thumbs Down ASAP. 4 - Invite and user curators. Rewards them. 5 - Get international FAST.

Yes, Luminary is charging for Podcasts - and it seems like an attractive model. With options like Spotify Premium and the like, why wouldn't we want to charge for our podcasts? The paywall premium model for Podcasting simply doesn't have a future. If we're going to sell our Podcast content, it's going to be in an app, not on a platform usually associated with free. We're seeing it in YouTube with things like Kobra Kai. We're seeing it in Television with things like The Good Life. We'll be seeing it in Podcasting really soon.

You have a choice of marketing your content on Facebook and paying/hoping that the algorithm will be favorable to you. You can also put that some content on a Podcast and know that 100% of those looking to get the content will, in fact, get the content. Where should you focus your efforts? Taken directly from a Facebook Live - https://www.facebook.com/paulcolliganfan/videos/335469113824905

Don't assume that your Podcast competition is doing what they're doing because they have a specific strategy. Also, never assume that if they do have a strategy, that the strategy is solid. Many things are done online in Podcasting because someone got some bad advice somewhere. Then someone copies it, as does another, and then it gets taught in some $7 ebook. If it seems to good to be true - it just might be. If you can't make the numbers add up, it might be because the numbers simply don't add up.

There has been a LOT of complaining lately about groups who take "your" Podcast and put it on "their" platform. This is what Podcasting is FOR / this is what Podcasting is about. This is why we love Podcasting. The power of Podcasting comes from being everywhere / being ubiquitous - not from making a "statement" because you don't like how someone else is presenting your Podcast. You need to be creating assets that publish EVERYWHERE. That is, and will always be, the best model for Podcast Monetization. Should you remove your Podcast from Luminary? NO! Should you remove your Podcast from the next "Netflix of Podcasting?" NO! Should you put your Podcast on Facebook? YES! Should you put your Podcast on YouTube? YES!

I don't have a full strategy yet for the new Apple Podcast pages, but I'm intrigued. Here's the link to Apple's Podcast Page for this episode - https://podcasts.apple.com/us/podcast/few-thoughts-on-new-apple-podcast-pages-what-they-might/id891941982?i=1000435105898 Now that Apple has produced both individual Podcast Pages with play buttons (see the one for the Podcast Report here - https://podcasts.apple.com/us/podcast/the-podcast-report/id891941982?mt=2 ) as well as individual episode pages (see an example here - https://podcasts.apple.com/us/podcast/can-you-be-a-guest-on-my-podcast/id891941982?i=1000434558789 ), the question of "where do I send my Podcast audience isn't as clear as it used to be. This isn't the all in one page as is offered by Podnews.net (here's there page for The Podcast Report - https://podnews.net/podcast/891941982), but it doesn't make for an interesting offering. I could send someone to my episode page knowing that if they're Apple Podcasts ready, they can click to subscribe, and if they aren't they can simply click play. The questions: What will more detailed notes look like Apple.com proper (this should test that out)? Will clicks on an Apple.com Podcast page "count" in your Apple stats numbers? Why doesn't Apple link to the Podcast Website? Why does Apple link to the individual Podcast Episode pages? Will Apple link to Video Podcasts - eventually? Will Apple offer us embeddable players for Apple Podcasts? Embeddable players for Apple Video Podcasts? Would love to hear from you on this topic: http://ThePodcastReport.com/Facebook http://ThePodcastReport.com/Twitter http://ThePodcastReport.com/Instagram http://ThePodcastReport.com/Apple http://ThePodcastReport.com/Spotify

Can you be a guest on my Podcast? Probably not. This Podcast explains why. Originally recorded as a Facebook Live - https://www.facebook.com/paulcolliganfan/videos/280195539537953

A quick look at whether or not Podcasters really want to play in the YouTube sandbox.

Are you producing episodes - or assets? Here's are few thoughts on the difference between the two with a little math thrown in to make it interesting.

A few thoughts on the March 25, 2019, Apple Special Event and what the lessons of Apple moving to a services company should be.

What would happen if Apple launched its own free Podcasting hosting service atop already existing free iCloud accounts? There is real precedence for this in this history of free hosting accounts (could happen on Google Drive or Microsoft OneDrive too). With Spotify's acquisition of Anchor (also a free host), it makes sense competitively soon. It's a question worth examining - but in the end, it really changes nothing for anyone who takes their Podcast seriously.

We hit Podcasting Myths on the Podcasters' Roundtable last night. Why are there so many Podcast myths? Here's the episode at YouTube - https://www.youtube.com/watch?v=TnAaD4EkcDk

We're putting together our monthly stats reporting for our clients around here and I thought I'd share a few ideas about Podcast stats and what we can learn from them. Spoiler Alert: It's a lot more than download numbers. Links mentioned: The Medium Article - https://medium.com/@PaulColligan/want-your-audience-to-actually-consume-your-content-give-podcasting-a-second-look-or-listen-da9678f9100a Frank's Episode About Podcasting - https://open.spotify.com/episode/5Igg8ClyYB5RvdHOXVNC7I

I'm still pondering the implications of the #InfiniteDial 2019 report and I've got a few thoughts on Pandora versus Spotify and our Podcast audiences. Will be curious to hear what you think.

The yearly Infinite Dial Report is my Superbowl. We'll examine more specifics later - but the numbers continue to fascinate - and continue to go up. You can download the entire #InfiniteDial report at https://www.edisonresearch.com/infinite-dial-2019/

Video podcasting is going to become a thing again - and it's going to get bigger - and it's part of why Spotify bought Gimlet. Frank's Audio Podcast - https://itunes.apple.com/us/podcast/your-next-million/id1364729629?mt=2 Frank's Video Podcast - https://itunes.apple.com/us/podcast/your-next-million-video/id1436510398?mt=2 Organixx's Audio Podcast - https://itunes.apple.com/us/podcast/empowering-you-organically-audio-edition/id1441008547?mt=2 Orgranixx's Video Podcast - https://itunes.apple.com/us/podcast/empowering-you-organically-video-edition/id1441007018?mt=2

There are some new rules at Apple about Podcasts Connect. You better heed them, and here's why ... "For clarity, you must not aggregate (or permit any third-party to aggregate) analytics information provided to you by Apple as part of the Content Analytics Service with other content providers' analytics information, or contribute such information to a repository for cross-content provider analytics." Original Facebook Live Post - https://www.facebook.com/paulcolliganfan/videos/495364974200882

I handed over control of my Podcast last season to someone else. It didn't go well, and it WAS MY FAULT. I didn't know what I wanted. Now I do ...

Spotify to buy Gimlet Media is the buzz all over Podcast land these days. In this InbetweenISode (yeah, I need another name), Paul examines the what, the so what, and the now what of this situation. Original Facebook live that this was taken from - https://www.facebook.com/paulcolliganfan/videos/2028240230802132

Podcasting is so fun and so "easy" that it's often our path to look at "how" we do something in Podcasting. May I suggest that we should, sometimes, look at the "who?" Dan Sullivan's many Podcasts - https://strategicpodcasts.com/ My Podcast Book - http://HowToPodcastBook.com