Artwork for podcast Podcast Pontifications
Updating Your Podcast Listener Experience Assumptions [S3E116]
Episode 11626th April 2021 • Podcast Pontifications • Evo Terra
00:00:00 00:12:58

Share Episode

Transcripts

Evo Terra:

Listener experiences are dynamic.

Evo Terra:

Coupled with the sweeping changes podcasting has seen over the last

Evo Terra:

few years, podcasters can't afford an outdated view of what we think

Evo Terra:

it takes to build loyal listeners.

Evo Terra:

Hello, and welcome to another Podcast Pontifications with me, Evo Terra.

Evo Terra:

In an odd twist of irony, I'm about to have a chat with Mark

Evo Terra:

Asquith from Rebel Base Media.

Evo Terra:

Chat title is Creating Experiences That Inspire Loyal Communities.

Evo Terra:

He and I are doing that as a part of Phoenix Startup

Evo Terra:

Week, PHX Startup Week, today.

Evo Terra:

And it's going to be very hard for me, during that fireside chat that I'm having

Evo Terra:

with Mark, not to use Apple Podcasts' botched Apple Podcasts Subscription

Evo Terra:

rollout as a negative example.

Evo Terra:

It's a negative example that I think very few companies can

Evo Terra:

survive today, to be honest.

Evo Terra:

And that means podcast companies too.

Evo Terra:

And, more importantly, podcasters.

Evo Terra:

Let me unpack the description that I wrote for the talk Mark and I are about to have.

Evo Terra:

Here's what it says:

Evo Terra:

"Now more than ever, customers are judging the experiences they have with

Evo Terra:

companies, not just within a particular industry, but across all industries!

Evo Terra:

Customers have discovered that switching costs are actually quite low

Evo Terra:

and loyalty can get stretched thin.

Evo Terra:

In this session, Mark and Evo will demonstrate how a relentless focus

Evo Terra:

on the customer experience will build the most loyal of communities."

Evo Terra:

So let's break some of that down individually and talk about it

Evo Terra:

from a podcaster's perspective.

Evo Terra:

Why are two podcasts talking about building communities?

Evo Terra:

But more to that, let's really use that paragraph as a way

Evo Terra:

to have a conversation today.

Evo Terra:

So it starts with the words, I chose to start with the words "now more than ever."

Evo Terra:

"Now more than ever."

Evo Terra:

And that's hard for a lot of long-time podcasters to understand.

Evo Terra:

And I am a long-time podcaster.

Evo Terra:

What's hard to understand is that 2021 isn't like 2006, for example.

Evo Terra:

We know that.

Evo Terra:

I think collectively we get that, but do we also understand that it's

Evo Terra:

also not like the beginning of 2018?

Evo Terra:

Just three years ago when there were a few hundred thousand shows.

Evo Terra:

Now there are millions of shows.

Evo Terra:

The beginning of 2018 was also when low-effort podcasts started

Evo Terra:

pouring out into the world, into apps, into directories.

Evo Terra:

You've gotta remember that was only three years ago when all of these things

Evo Terra:

happened and a time when podcasting was quite different prior to that.

Evo Terra:

So, if you're thinking about things from the mid-twenties, the 2010s,

Evo Terra:

2012, 2014, remember things are vastly different now for our listeners just

Evo Terra:

coming into this space than they were.

Evo Terra:

Let's switch to the idea of the cross judgmentalism that I mentioned

Evo Terra:

there - "across all industries."

Evo Terra:

And switch that to a podcast focus, right?

Evo Terra:

Because people make assumptions and judgements about their

Evo Terra:

experiences and they apply those experiences and those judgements

Evo Terra:

they make, again, cross-industry or, in our case, across podcasting.

Evo Terra:

Right now, when I talk about the experience, please understand I'm

Evo Terra:

not just talking about the audio.

Evo Terra:

Yes, it is important content.

Evo Terra:

You should have a and provide a good listener experience.

Evo Terra:

But also the full experience of consuming, finding, listening to,

Evo Terra:

getting more information about, all of the pieces of podcasting that are beyond

Evo Terra:

just what goes inside of your ears.

Evo Terra:

Like your website.

Evo Terra:

Like every podcaster's website.

Evo Terra:

People make judgements of a podcaster's website, if that's how

Evo Terra:

they discovered it, based on other podcast websites they've discovered.

Evo Terra:

And not just other podcasts they've discovered, but other

Evo Terra:

websites they've discovered.

Evo Terra:

Same for social sharing, everything.

Evo Terra:

You are judged, not by what you can do with your podcast episodes, but what

Evo Terra:

people want you to do because they experienced things all over the place.

Evo Terra:

They judge you by the experience of the app that you push them to.

Evo Terra:

And they're going to blame you, by the way, podcaster.

Evo Terra:

If you push them to an app with a rotten experience, or you somehow tie your show

Evo Terra:

in their mind to an app or a service that gives them a rotten experience,

Evo Terra:

they're going to blame you for that.

Evo Terra:

Even if you recommend a series of apps to listen to and they have a bad

Evo Terra:

experience with one, that's on you.

Evo Terra:

Now, I suppose you could blunt at least some of that if you

Evo Terra:

push it to a well-known service like Spotify, for example.

Evo Terra:

No one's going to blame you for a bad Spotify experience.

Evo Terra:

No rational person will do you, but all the other ones that

Evo Terra:

they've never heard of, including Apple Podcasts, probably on you.

Evo Terra:

They're also going to judge the overall experience of podcasting.

Evo Terra:

Based on what they listened to you, they're going to make a judgment.

Evo Terra:

This is what podcasting is.

Evo Terra:

And this is something that has been plaguing podcasting for the longest time.

Evo Terra:

I heard it all the way back in 2005, people saying to me, you

Evo Terra:

know, I've listened to podcasts, how come more of them aren't better?

Evo Terra:

So those people now have a judgment about podcasting and

Evo Terra:

it's really hard to get over.

Evo Terra:

If it's a negative opinion, it might take some serious convincing to

Evo Terra:

get them to return to podcasting.

Evo Terra:

We've had several inflection points over the years.

Evo Terra:

Do you want to wait for another inflection point before it happens again?

Evo Terra:

I hope not.

Evo Terra:

You know what?

Evo Terra:

That's a really, it's an awesome responsibility that we all have not

Evo Terra:

to turn someone off of podcasting.

Evo Terra:

We've got Facebook and Spotify and Apple Podcasts and everybody

Evo Terra:

else right now, again, throwing lots of attention on podcasting.

Evo Terra:

That's an awesome responsibility that we have collectively not to

Evo Terra:

make them go, "Oh, they still suck."

Evo Terra:

Last thing.

Evo Terra:

Switching costs are really quite low, I mentioned.

Evo Terra:

I mean, honestly, switching costs are super low, even in podcasting,

Evo Terra:

even switching from listening to your podcast to another podcast

Evo Terra:

that talks about the same things.

Evo Terra:

I'm serious.

Evo Terra:

At the risk of offending your life coach, it is unlikely that you have

Evo Terra:

a unique take that is irreplaceable.

Evo Terra:

Seriously.

Evo Terra:

Search around on your topic in a directory that you can get to and see

Evo Terra:

how other things are similar to you.

Evo Terra:

So what do we do about this?

Evo Terra:

Well, relentless focus on customer experience, obviously.

Evo Terra:

And I mean the full customer experience.

Evo Terra:

Yes, the listener experience, podcaster.

Evo Terra:

That means the listener experience that goes into their ears, but also

Evo Terra:

the listener experience that goes into the app that they are using to

Evo Terra:

consume your content, the experience of visitors that come to your website,

Evo Terra:

the experience of people who are encountering the shared content you and

Evo Terra:

your listeners are sharing socially.

Evo Terra:

The entire online community experience, if in fact you have one.

Evo Terra:

And you do have one, by the way.

Evo Terra:

Whether it's formalized or informalized, maybe just an email experience,

Evo Terra:

is that as good as it can be?

Evo Terra:

When you can finally, once again, go to conferences,

Evo Terra:

people meet you at a conference.

Evo Terra:

That's an experience they're having with you.

Evo Terra:

You better show up with stickers.

Evo Terra:

You know, Apple is already living through this idea of stretched-thin loyalty.

Evo Terra:

It's going to cost them.

Evo Terra:

But come on, they're Apple.

Evo Terra:

They're going to survive.

Evo Terra:

But if you take the same laissez-faire attitude, will you and your show survive?

Evo Terra:

I think it's much better to use this current debacle as

Evo Terra:

an example of what not to do.

Evo Terra:

So I've had people ask me all the time, what are we gonna do about this problem?

Evo Terra:

We can't get an Apple Podcasts Connect, Evo.

Evo Terra:

And I was like, well, there's probably not much we can do.

Evo Terra:

I'm not even sure my public shaming of them every day is going to

Evo Terra:

lead to a quicker resolution, but, you know, whatever.

Evo Terra:

But the good news is these problems aren't hitting the end user.

Evo Terra:

So other than making a virtual gripe fest, which I know I've been involved

Evo Terra:

with, I apologize for that, what you can do is collaborate with your

Evo Terra:

podcasting peers, thinking about customer experience, listening to experience.

Evo Terra:

And perhaps offer to audit each other's listener experiences.

Evo Terra:

This is hard to do from within.

Evo Terra:

So make a list of the people in podcasting you would like to participate

Evo Terra:

with, send this episode to them, and see if they want to reciprocate.

Evo Terra:

You audit them, they audit you.

Evo Terra:

It could be kind of fun.

Evo Terra:

And if you love that idea and all the ideas I bring to you here on Podcast

Evo Terra:

Pontifications four days a week, please go to buymeacoffee.com/EvoTerra

Evo Terra:

and buy me a virtual coffee.

Evo Terra:

That's always nice.

Evo Terra:

I shall be back tomorrow with yet another Podcast Pontifications.