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Insight on digital media from the team at LexBlog, Inc.

Getting better at podcasting in 2022

January 11, 2022

Podcasts…they were booming during the height of the pandemic last year when restrictions and lockdowns were more drastic, forcing people inside their homes, but how is the audio medium doing now?

Well, according to Digiday, the sheer number of podcasts—or episodes at least—has gone a bit stale:

Of the 2.4 million podcasts on Apple Podcasts tracked by Podcast Industry Insights, 22% have produced a podcast episode in the last 90 days, according to Goldstein’s analysis of the data published in December. Over 1 million of the 2.4 million podcasts have not produced content in over a year. While some of that could be attributed to limited series, Goldstein said it could suggest the difficulty of ‘creating a hit.’

According to Edison Research and Triton Digital’s Infinite Dial 2021 report, weekly U.S. podcast listeners listen to 5.1 podcast shows, on average. The number of English-language podcast series in the market increased by 39% from January 2020 through October 2021, according to podcast analytics and ad platform Backtracks.

This isn’t to say that podcasts themselves as a medium are on the decline. Rather, it demonstrates how everyone jumps on the next big thing, yet just as quickly jumps off when there isn’t some immediate success.

Podcasts, much like blogs and any other platform where you’re hoping to gain a following, take time. Not everyone is willing to put in the effort day in and day out when they’re not reaping the reward right away. And that’s fine—if you find yourselves identifying as one of the 78% having not hit “publish” in the last month and a half, that’s nothing to be ashamed of.

It’s hard to keep the ball rolling, but one thing to look at is are you doing everything you can to attract your desired audience and grow your show?

Are you doing it all on your own, or taking advantage of collaboration?

One really solid point from the article covers where you’re looking to attract your audience:

Marketing a new podcast on an existing show can help bring over some of those listeners—a lot easier than trying to reach someone who isn’t a podcast listener yet.

It’s a lot harder to convince someone who doesn’t even listen to podcasts that yours is worth a shot. On the other hand, individuals who constantly listen are going to be more likely to branch out.

We always mention the power of citing other bloggers and thought-leaders in your industry—the same can be done on a podcast.

Reach out to a legal professional in your niche who you already have a relationship with—or who you would like to form one with. Appearing as guests on each others’ platforms is a win-win. And since your areas of expertise are so similar, there’s a greater chance of pulling in more listeners to your show.

Worried about promoting a “competitor?” You’re thinking about it the wrong way:

Promoting a competitors’ content ‘might not be dissimilar [to the way] awards ceremonies are generally reflecting on the work of their peers,’ said Backtracks CEO Jonathan Gill. ‘We see that in podcasting now. In the one sense they are competitors, but when they do something great there’s nothing bad about promoting that in the world.’

Don’t worry about losing your listeners to a similar show either. If anything, it should push you to make your content a must-listen:

Osborn at Vice Media Group believes this kind of collaboration means podcast teams are ‘pushing each other to do cooler, more interesting, more satisfying, more impactful work,’ which ‘can be really additive for audiences.’

News organizations are moving toward the medium—why shouldn’t you?

Legal blogging is extremely similar to news organizations in a way. Both are seeking to inform the general public and enhance their own reputation. For lawyers, the end goal just happens to be getting a client.

If these massive media companies are taking the podcasting space seriously, it’s probably a sign that you should as well. This isn’t just starting a podcast for the sake of starting a podcast—like the stark number of dead shows on Apple Podcasts—but deciding to actually go for it and invest ample resources.

Podcasts take more work than blogs—you have to record them, edit any necessary audio and usually stick to a pretty strict schedule.

  • Consistency is key—create a schedule that works for you and stick to it. No need to overwhelm yourself or rush out the gates. In the end, consistency is more important than frequency.
  • Editorial calendars work for podcasts too—in whichever way you choose to use them, editorial calendars are a great tool for staying organized and planning ahead.
  • Think strategically about what you produce—as mentioned earlier, cite other reputable podcasters. Collaborate. It makes your job easier having a guest on and conducting an interview.

We wish you success in the new year on all your blogging—and podcasting—ventures.

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