In this episode of the School of Podcasting (episode 949), we get some great insights from media research expert Tom Webster. With a focus on optimizing podcast content and strategy, Tom and Dave explore common pitfalls that podcasters face, particularly the importance of engaging content from the outset. They discuss practical tips on improving podcast narrative and editing, handling advertiser concerns, and leveraging audience feedback to refine your podcast. Whether you're a seasoned podcaster or just starting, this episode provides valuable lessons on creating captivating content that resonates with listeners and satisfies advertisers. Don't miss the unique strategies and actionable advice that could transform your podcast into a must-listen show.
About Tom Webster
Tom Webster is a partner at Sounds Profitable, dedicated to setting the course for the future of audio. He has thirty years of experience in streaming, podcasting, audiobooks, terrestrial radio, and everything else that we stick in our earballs. In his previous work, with Edison Research, Webster was the co-author of the annual Infinite Dial® study, the longest-running study of consumer media habits since 1998, as well as the Share of Ear® and Edison Podcast Metrics studies. With Sounds Profitable, his body of work includes dozens of the most influential reports in podcasting, and he is one of the most widely cited audio researchers in the world.
The Three Levels of Editing
Authentic – Which mean no editing. To this, I ask, “There are newspaper, magazine, television, and movie editors, but your show requires no editing?”
To me, being truly authentic doesn’t mean presenting everything raw—it means showing the best version of myself and my ideas so that my audience can understand me in the way I intend. In that sense, not editing would be inauthentic.
Basic Editing – Removing ums, and other filler words, and obvious mistakes.
Advanced Editing. Advanced editing creates something that, from start to finish, answers the next question that the listener has, and you have the opportunity to do that with editing. That's a lot of work for people. A lot of people are going to say, I don't have the time to do that. I don't want to do that, and that's fine. Don't do it. But it is the path to a larger audience. Make no question about it, is doing the is doing that work.
What is a Podoscopy?
This is where you have your episode transcribed by a HUMAN so you get every single filler word or sound. As you can now see the content, look for things that could be removed, rearranged, and put back together in a way that would resonate with the audience in a more consistent and larger manner.
Got any thoughts on this Episode?
I'd love to hear what you thought about this episode. If you have a minute or two, it's less than five questions and works great on your phone or computer.
I'd love to hear your feedback.
Mentioned In This Episode
The Audience Is Listening: A Little Guide to Building a Big Podcast Book
Tom's Webster's Website for the Book
Podpage (website builder for Podcasters)
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