Stop Chasing CPMs: How Community, Feedback, and Newsletters Future‑Proof Your Podcast

In short

This episode delves into the evolving landscape of podcasting, advocating for a shift from ad-centric models to community building. It highlights the decline in ad revenue (CPMs) and emphasizes the importance of fostering genuine human connection with listeners. Key insights from industry experts and successful creators underscore the value of audience feedback, creating content authentically for one's community, and leveraging tools like newsletters for effective engagement. The overarching message encourages podcasters to stay true to their unique voice and prioritize their audience's trust and loyalty.

Key takeaways

• Focus on building a loyal community rather than solely chasing ad dollars, as podcast ad revenue (CPMs) is decreasing.
• Actively seek and utilize audience feedback to improve your content and ensure it resonates with your listeners.
• Create content authentically for your specific audience, not for critics or algorithms, as genuine connection fosters loyalty.
• Newsletters are a highly effective tool for driving episode listens and engaging your audience, often outperforming social media.
• Human-to-human connection is paramount in podcasting; technology can organize, but true community and trust are built through authentic interaction.

Chapters

1. 00:00

   The Ad Dollar Dilemma

   The episode opens by addressing the common goal of starting a podcast for ad revenue, noting that current CPMs are down. The host promises to guide listeners away from chasing ad dollars towards building a loyal community.

2. 01:00

   The Decline of Podcast Ad Revenue

   Dave Jackson discusses the decreasing CPMs in podcasting, comparing it to the past decline of digital ad revenue. Rebecca Dalby from Triton Digital confirms that CPMs are indeed decreasing, making programmatic ads less profitable.

3. 02:30

   Build a Community, Not Just Downloads

   Adam Curry emphasizes that the key to podcasting success is not to chase more downloads but to build a strong community. He highlights that human-to-human connection is essential, as a robot cannot build a community.

4. 04:30

   The Power of Audience Subscriptions & Growth

   The discussion continues on audience engagement, noting that typically only 3% of an audience takes action. Leo Laporte suggests that if 1 in 20 listeners subscribed, it would be sufficient to fund a show, preferring this model over advertising.

5. 06:45

   The Importance of Feedback

   The host stresses that community and trust are the future, and feedback is crucial for building a show worthy of that trust. Geddy Lee from Rush shares that even after 50 years, they actively seek feedback to improve their performance and understand their audience.

6. 08:30

   Using Net Promoter Score for Audience Insight

   Jack from Darknet Diaries explains how he uses the Net Promoter Score (NPS) question to gauge audience satisfaction. Asking how likely listeners are to recommend the podcast helps determine the show's quality and potential for organic growth.

7. 09:30

   The Podcaster's Attitude: Create for Your People

   Dave introduces Taylor Sheridan's approach to storytelling, emphasizing creating content for your specific audience rather than critics or algorithms. Sheridan's success with shows like Yellowstone demonstrates the power of staying true to one's vision.

8. 17:00

   Understanding Audience Engagement: Audio, Video, Clips & Newsletters

   Insights from The Podcast Atlas report reveal that audio podcasting builds the deepest trust. Video intensifies this trust, while clips act as a top-of-funnel discovery tool. Newsletters are highlighted as a highly effective way to drive episode listens.

9. 22:00

   Final Thoughts: Follow Your Soul & Be Kind

   The episode concludes by reiterating Taylor Sheridan's attitude of creating content authentically. Dave encourages listeners to pick one thing to get closer to their audience and to be kind, loving, and compassionate, reminding them that true connection fills the heart more than clicks.

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