Podcast Marketing Trends Explained: Data-Driven Podcast Growth Strategies

The Hard Truth About Growing A Podcast Today (& How You Can Beat the Odds)

Feb 13, 2024

The podcast discusses the power law curve in podcasting, highlighting the success of the top 10% and the struggle of others. It explores the importance of aligning expectations with reality when starting a podcast. The hosts also discuss the difference between discovery and relationship platforms in podcasting and provide tips for creating a compelling show and rising above the average downloads.

41:22

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Quick takeaways

The power law curve in podcasting showcases the unequal distribution of success, with the top 10% of shows receiving significantly more downloads than the bottom 90%.

Setting realistic expectations and aligning them with your podcast's niche and business model is crucial for growth and success.

Deep dives

Understanding the Power Law Curve

The podcast discusses the concept of the power law curve, which refers to the distribution of podcast downloads among shows. The top 10% of shows consistently receive around 10,000 downloads per episode or more, while the bottom 90% of shows receive less than 10,000 downloads. This phenomenon highlights the unequal distribution of success in podcasting, with the top shows reaping most of the benefits.

Introduction

2min

Understanding the Power Law Curve in Google Search Results and Podcasting

2min

The Power Law Curve and Podcasting

4min

Aligning Expectations with Reality

15min

Understanding the Difference Between Discovery and Relationship Platforms in Podcasting

3min

Rising Above the Average

18min

Look closely at the data behind almost anything—from podcast growth, to Google search results, to Amazon product sales, and more—and you'll notice a trend.

In almost every case, the bulk of the rewards (downloads, clicks, sales) go to just a tiny percentage of the available options.

This pattern shows up everywhere, and it's known as the Power Law.

In this episode, we're breaking down the math behind the power curve as it relates to podcasting, whether you should actually be aiming to be at the peak of the curve, and how to set realistic and achievable goals related to your show.

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Topics Covered

00:00 Introduction
05:10 Understanding the Power Law Curve and it's impact on podcasting
14:25 Why you shouldn't settle for creating an "average" podcast… and strategies for stand-out
26:40 Unpacking the download data in the Podcast Marketing Trends 2023 Report
37:15 Aligning expectations and setting realistic goals

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