Evo Terra:
It's hard for podcasting to be the great equalizing force
Evo Terra:
when podcasting's tech vendors play favorites to determine which podcasts
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are worthy of timely distribution.
Evo Terra:
You're less in control than you think.
Evo Terra:
Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:
With millions of podcasts now available, which means tens of millions of episodes
Evo Terra:
available, the tubes that get your podcast's episodes to your listeners
Evo Terra:
are getting a little jammed up.
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Okay, that's not how the internet works, Senator, but it's an unfortunately
Evo Terra:
apt metaphor for where we are today.
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Because with millions of podcasts and tens, if not hundreds, of millions of
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episodes available, it takes a while to get the updates where they need to go.
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Now, we're used to having to wait some time before the directories
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updated their front page, if you will.
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But also until recently we have assumed that subscribers to our
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show, using the apps connected to those directories, someone who has
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subscribed/followed will get the episode within a few minutes of publishing.
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The difference is the directory may not update for the general public,
Evo Terra:
just like when a delivery comes into a store, the first thing they do is
Evo Terra:
fill all the existing orders and then they put stuff out in the showroom.
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Same kind of deal in podcasting if an additional metaphor
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is helpful for us today.
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But anyhow, people who were subscribed can now get it or always
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were getting it within minutes.
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Well, not anymore.
Evo Terra:
A particular podcast I listened to that dropped an episode on Thursday didn't make
Evo Terra:
it to me in my podcatcher until Saturday.
Evo Terra:
In fact, even the episode that I dropped on Thursday, no, it wasn't just a Thursday
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problem, but the episode I put out on Thursday at 9:55 in the morning, it
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took hours, like way into the evening, like four or five o'clock, I think,
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before it actually reached my phone.
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Now why is this happening?
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Well, it's happening for extremely boring infrastructure changes
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on Apple Podcasts specifically.
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I'm going to point you to an article James Cridland from Podnews
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wrote that goes into great detail of exactly what the change is.
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Apple does not update all podcasts at the same frequency.
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Instead, they, Apple, make a determination of how quickly or how worthy, if you will,
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your content is of being updated by then.
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Surprising absolutely no one, shows that have much larger audiences who
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put out content on a very frequent basis are deemed more worthy and are
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therefore updated much more quickly.
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Now, if you are troubled by this, as honestly, I was troubled
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by this when I discovered it, well, that's how pretty much all
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podcast directories and apps work.
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Or at least a lot of them work that way.
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It's just not a smart way to spend resources if you are treating,
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if you the directory, treat every single podcast exactly the same.
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Look, you're wasting resources checking all those shows that
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haven't updated in six months.
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So you want to refocus and make a determination of, I'll use the term again,
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worthiness based on a variety of factors.
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Now, if you're troubled by that, well, this is how search engines work.
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Google doesn't crawl all websites at the exact same time, every single
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day with the same frequency or depth.
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And any changes that Google, for example, discovers on a website, take time before
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they populate back in the directory.
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Some pages get updated quickly.
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Some take a long time.
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I think we all knew this was happening in podcasting, but I also think we
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all thought we could bypass this by getting people to subscribe/follow
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our shows because then it didn't have to wait for the directory to update.
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It would just go automatically.
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Well, no.
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I think we can no longer safely assume that.
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So what do we do?
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What do we do in this reality that not everything, we're not all seen
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as worthy in the eyes of the tech gurus that hold on to all of this?
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I think it's especially bad if you publish a ride home format like
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Techmeme Ride Home, or even Post Reports by The Washington Post.
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You're no longer able, those people are no longer able to be assured that
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their listeners are going to get the content before that commute begins.
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If you're publishing first thing in the morning format, like there's a
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podcast out of Australia called 7am.
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It's right there in the title 7am Podcast.
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You can't be confident that it's going to be in your listener's
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ears at 7:00 AM or on their devices that they can put it in their ears.
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And it's not just these two shows.
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Dayparting of content is a growing trend.
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I was reading an article over the weekend about somebody who is publishing
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eight different episodes per day.
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You can't trust, we can't trust podcast apps and services to deliver
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our content on a timely fashion.
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It's not a one-to-one relationship like many of us, me included, kind of assumed.
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But, you know what is?
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Email.
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I know I'm going to go off on email again, but really when you send
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an email to someone, it sends.
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It takes a little bit of time for it to go through the pipe to get there, but that's
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not an app updating a directory somewhere.
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And yes, if you've got a giant mailing list, when you hit send, it may take
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several minutes, and, I guess, possibly an hour or so for it to churn through
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what it takes to go through that, but at least you, the sender, received
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a notice when the sending is done.
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So you can then adjust the time you begin that job so that everything is
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delivered by a certain timeframe for you.
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So if you really want to be certain that your audience knows you released
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an episode and probably gets it, consider email as your backup plan, as
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your sort of fail-safe, if you will.
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Now, how you handle that email is totally up to you.
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You know, I think you know, I really go all-in on the email.
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You can see that if you sign up for Podcast Pontifications in your
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inbox at podcastpontifications.com.
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I set that to send out every day at 10:00 AM and it's in every
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inbox within minutes of that.
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Now, plenty of people still subscribe to/follow Podcast Pontifications in
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their choice, preferred listening app.
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That's fine.
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I'm a big fan of over delivery, not under delivery.
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That's my goal.
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Have you been frustrated by slow episode delivery on your show?
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If not, well, congratulations.
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But you probably will be at some point in time and certainly someone who you
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connect with likely has experienced this and is wondering what's going on.
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Well, email them this article, telling them that there's at least a potential
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weird solution of utilizing email.
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And if you love the idea, I would love for you to go to buymeacoffee.com/EvoTerra,
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and slide a virtual coffee my way.
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That's it.
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I shall be back tomorrow with yet another Podcast Pontifications.
