Podcasters Pursue Expansion Possibilities at the NAB Show
Fueling Podcast Boom: Strategies for Success and Voice Search Optimization
The podcast industry is skyrocketing, with a 10% increase in listenership from 2023 to 2024, as per Triton's U.S. Podcast Report. Over 100 million listeners weekly tune into their preferred news, entertainment, and other podcasts. As the competition heats up, podcasters search for methods to edge ahead.
"Standing out isn't just about landing the first listener; it's maintaining and attracting new ones," says John Wordock, an industry pro with experience at Cumulus Podcast Network and The Wall Street Journal.
The Power of Content Creation and Voice Search Optimization
To achieve consistent listenership and generate revenue, diversifying content and optimizing for voice search are essential strategies. Wordock recommends transitioning from being simply a podcaster to a platform-spanning content creator, utilizing tactics like sponsorships, ads, merchandise, and premium bonus content.
Rhea Allen, Peppershock Media's CEO, suggests improving discoverability by catering to voice search users. "Many listeners interact with their devices using questions, so consider constructing your show notes with voice search optimization in mind," she explains.
Artificial Intelligence: An Ally or Threat?
AI tools like Google's NotebookLM, Wondercraft AI, and ElevenLabs, disrupting the industry with AI-generated podcasts. However, Gary Levitt, an audio engineer at Future Moments, questioned if this poses a genuine concern for human podcasters. Far from fearing AI, Levitt appreciates its potential for creative expansion, as long as it's utilized ethically.
Advent of AI in Podcasting
Beyond AI-generated voiceovers, AI can serve podcasters by assisting with content creation, production, research, and advertising. However, personalities dominate the most popular content, and Wordock believes listeners prefer interacting with authentic humans.
Voice Search Optimization Techniques
To optimize content for voice search, consider the following strategies:
- Use conversational and natural language,
- Optimize for featured snippets,
- Publish searchable podcast titles and transcripts,
- Implement structured data markup (schema),
- Enhance local search presence,
- Repurpose content on multiple platforms.
By employing these techniques, podcasters can improve their visibility in voice search results, expand listenership, and boost revenue opportunities.
- Podcasters are incorporating AI tools like Google's NotebookLM, Wondercraft AI, and ElevenLabs in their workflows to create and produce podcast content more efficiently.
- As the podcast industry continues to grow, broadcasters are striving to find innovative ways to stand out, such as diversifying content and optimizing for voice search.
- Peppershock Media's CEO, Rhea Allen, advises podcasters to consider optimizing their show notes with voice search optimization in mind to enhance discoverability.
- In the face of AI's disruptive potential, some analysts question if AI-generated podcasts pose a threat to human podcasters, but audio engineer Gary Levitt argues that AI can be an ally in expanding creative possibilities for human podcasters.
- Consistently achieving listenership and generating revenue in the podcast industry requires not only the production of high-quality content but also the strategic optimization of that content for voice search.
- In order to edge ahead in the competitive podcast landscape, broadcasters should be platform-spanning media and lifestyle personalities, leveraging sponsorships, ads, merchandise, and premium bonus content alongside voice search optimization techniques.
