Welcome to Coworking, a recurring feature in The Download where we highlight some of the folks working in the business of podcasting. If you’d like to toss your hat in the ring and answer some questions, fill out this form!
What’s a moment in your career that shaped how you approach podcasting?
Back in my NPR/public media days, I oversaw a few initiatives to encourage audiences to get into podcasting. This included a podcast accelerator/pitch contest called the Queen City PodQuest, as well as a week-long Charlotte Podcast Festival programmed with virtual trainings and workshops. Thousands of people participated across these programs, and no matter if they were from a major media network or were looking to get into podcasting for the very first time, everyone needed some level of knowledge and assistance to bring their podcasts to life. If anything, it underlined how there is no “golden ticket” to podcasting. Everyone is trying to understand how to effectively produce, market, and monetize podcasts. And there is a need for professional podcast services and resources as the industry continues to grow.
What’s the biggest misconception about your role in the podcast industry?
In the case of marketing and audience growth, it’s common to encounter misconceptions of “if you build it, they will come” and “I want a million downloads on the series’ launch day.” It takes a good deal of strategy — across multiple platforms, with various techniques, working in tandem with different teams — to grow a show with a retentive audience. Podcast success rarely happens overnight.
What’s a tool, tactic, or strategy you swear by that more people should know about?
Slack channels and email list servs are excellent ways to find the contacts you’re looking for (whether for editorial collaborations, cross-promos, podcast interview pitches, hiring managers, etc.). My friends at AIR have a great list: https://airmedia.org/audio-communities-and-groups
What’s a piece of advice you’d give someone looking to break into the business side of podcasting?
Focus on building genuine relationships within the industry. The podcast world thrives on collaboration and connection, and strong relationships can open doors to opportunities. Spend a few minutes each week finding authentic ways to connect with others in production, marketing, and/or sales. Follow and meaningfully engage with industry leaders on LinkedIn, whether they share a common background (perhaps they live in the same city as you) or spark inspiration through their work. Attend industry events and conferences whether virtual or in-person – The Podglomerate has a comprehensive list to bookmark! Remember that relationship-building is a long-term investment, and the connections you make today could lead to partnerships, job opportunities, or valuable insights tomorrow. Stay genuine, be consistent, and always look for ways to contribute and collaborate.
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You can get in touch with Joni Deutsch on LinkedIn, and visit The Podglomerate here.
