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, drop us a line!
What’s a moment in your career that shaped how you approach podcasting?
Joining Linkfire as they transitioned from serving only the music industry to working with diverse clients throughout entertainment and media, including our fantastic podcast clients.
What’s a podcast, ad campaign, or initiative that changed the way you think about the industry?
More data-driven strategies! This is not only increasingly important in a bigger, more fragmented industry, but brings the opportunity for more collaborative strategies across PR, marketing, ads, and production.
Additionally, the podcast Twenty Thousand Hertz, which filled a void I didn’t know I had in this space: a podcast focused on sound design and production PLUS great storytelling. It’s so delightfully suited for the format, and not something I’d want to consume any other way!
What’s your favorite piece of podcast research, and why?
Infinite Dial’s recent findings on US podcast consumption hitting its all-time high. The metric itself is a great testament to the power of this medium, and the specific insights are a fascinating mix of podcast-specific developments (particularly younger consumption habits) and general social media shifts.
What’s a tool, tactic, or strategy you swear by that more people should know about?
Tools like the ones we have at Linkfire, in combination with Magellan, Podsights, OP3, and more. By utilizing multiple platforms, podcast teams get a full picture of everything from actual streams and conversions to downloads, ad performance, and more.
What’s an industry-wide inefficiency that you think needs solving?
The emphasis on downloads versus real conversions and streams. For so long, downloads have not been good proof of consumption and real conversion, and I think the industry’s focus on that data point has blindsided them a bit to developing strategies around truly engaged listeners.
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You can get in touch with Molly Murphy here on LinkedIn, and visit Linkfire here.
