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Authors

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Sarah Smith

Principal Strategist, Managing Partner, Speakerbox Media

Picture of Sarah Smith

Sarah Smith

Principal Strategist, Managing Partner, Speakerbox Media

Chapters

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Chapter 1: Creating an Irresistible Show Concept

Before Al Ries and Jack Trout introduced the world to positioning in 1969, brands competed on features. This led to a wave of “me-too” brands attempting to outshout their competitors. Positioning helped companies cut through the noise and differentiate themselves by speaking a language that resonates with a specific segment of customers. While other brands continued to compete on features, pouring loads of money into advertising, brands like Apple invested heavily in consumer research and positioning. Steve Jobs echoed this sentiment when he said, “Marketing is about values.”

What does this have to do with podcasting? The pandemic brought a surge of B2B companies launch podcasts practically overnight. Marketers pivoted their in-person strategies, and many companies neglected critical steps that resulted in the widespread publication of look-alike podcasts. 97% of these shows have yet to make it past episode three, leaving millions of podcasts dormant on directories.

No amount of advertising can fix 

The pandemic saw a surge of B2B companies launch podcasts practically overnight. Marketers pivoted their in-person strategies, and many companies neglected critical steps that resulted in the widespread publication of look-alike podcasts. 97% of these shows have yet to make it past episode three, leaving millions of podcasts dormant on directories.

No amount of advertising can fix a poorly positioned podcast. It’s a temporary fix instead of addressing the root problem. Once the advertising dollars stop, engagement crawls to a screeching halt. To better understand the concept of positioning within the context of podcasting, let’s look at a few shows in the same categories with well-positioned concepts.

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Rest assured that your download analytics and unique listener counts are in line with industry standards. This means you can trust the data to provide a true reflection of your show’s growth. Our advanced analytics ensure that every download and listener is accurately tracked, offering you clear insights into your audience’s engagement and growth patterns. With precise data, you can make informed decisions to enhance your content strategy and expand your reach. We are committed to providing reliable analytics that empower you to understand and grow your show effectively.

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AVAILABLE sep 1, 2024