Arielle Nissenblatt gives a tip about podcast marketing

Arielle Nissenblatt: 00:00:01

Hi, my name is Arielle Nissenblatt.

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I am the community marketing manager

at Descript, and today I'm gonna give

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you a tip about podcast marketing.

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As the community marketing manager at

Descript, I work with the community

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to figure out what they love about the

product, what could be improved about

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the product, and how we can take all

of those insights and make the product

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better, and how we can highlight people

who use Descript for their productions.

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We also put on live events, both in

real life and virtually for folks so

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that they can learn about the product

and so that they can learn about the

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wider world of audio and podcasting.

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I started in the podcast world

really just as a listener.

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I loved listening to podcasts,

still love listening to podcasts.

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I listen to about five hours a day

of audio all over the place, and

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when I first started listening to

podcasts, my thought was, I need to

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find a way to work in this space.

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I will do whatever it takes

to work in this space.

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So I started a podcast recommendation

newsletter in: 2017

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to so many podcasts and my friends were

listening to so many podcasts and I

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was thinking, what if I'm missing out

on some really great podcasts that I

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would've just never heard of otherwise

if my friends hadn't told me about them?

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So what if we each shared

our five favourite podcast

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recommendations every week?

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So the newsletter that I started is

called Earbuds Podcast Collective, and

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each week it sends a theme and five

podcast episodes on that theme, and each

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week is curated by a different person.

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The idea is that you will always

have something new to listen to.

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It's a great way to discover new

shows and to discover new creators

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and to discover new curators.

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So I started that newsletter as a way

of giving myself a job in the audio

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slash podcast space, and it has led to.

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Lots of other jobs in the

audio slash podcast space.

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I've worked as a studio

booker, I've been a producer.

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I have been an in-app curator.

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I worked on the marketing side,

and now I'm of course the community

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marketing manager at Descript.

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One of my favorite things about

the wider world podcasting is if

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I had to boil it all down, the

one word would be collaboration.

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I just think that people who

work in the podcast space, index

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as higher collaborators more

likely to desire to collaborate

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than people in other industries.

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And I think the reason for that is

because people understand that in order

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for a show to grow, you need to be

borrowing audience from other creators.

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And in order for that to be

feasible, you need to have great

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relationships with other creators.

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So, one of the first pieces of

advice that I give to people when

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they say, how do I grow my podcast

is make a list of other shows that

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you wanna be in collaboration with.

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Reach out to them, but don't just throw

them an email that sounds generic.

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Send them an email, listen to their

show, and then jump on the phone

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with them for five to 10 minutes to

figure out where there are gaps in

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both of your content and where you

could fill in each other's content.

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So I think it really is

all about collaboration.

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People are very willing to hop on the

phone, not just for the purposes of

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setting up podcast swaps, but also

to hear about people's experiences

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getting into the podcast space.

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I, I have multiple conversations

every week with people who are

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recently graduating from university,

and they're asking me how did

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I get into the podcast space?

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And I get to talk to people who have

been doing it for a long time, and I

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just really find that collaboration

is my favorite thing about podcasting.

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My one big tip for podcast marketing

is to be very discerning when

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you are on the internet looking

for tips about podcast marketing.

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You're gonna see a lot of advice that

says, start a TikTok or start posting

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consistently on social media or start

a blog or create a course to go along

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with your podcast, and those are

all that are great, but I would not

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consider them marketing for your podcast

because those are things that in and

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of themselves need to be marketed.

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Instead, I would point you back

to my, one thing that I love about

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podcasting, which is collaboration.

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I would make a huge list of podcasters

that you wanna be in collaboration

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with, and I would think about ways

to borrow audience from each other.

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So instead of being caught up in the

advice to create, create, create more

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content, think about ways that you

can leverage your existing content.

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You can find me@arielnissenblatt.com.

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That's a R I E L L E N I S S E

N B L A T t.com, and you can see

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all of my links in the show notes.

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Thank you for listening

to Podcasting people.