Why Most Podcasters Lie with Rob Walch of Libsyn

Rob_Walch

Summary:
In Episode #249 Nathan interviews Rob Walch, the VP for Podcaster relationships for Libsyn, and recently named as the 5th most influential person in podcasting. Rob was in podcasting before iTunes was: listen as he and Nathan talk through the ins and outs of business podcasting, how to make a successful show, and what to look for when sponsoring a podcast.

Famous 5

  • Favorite Book? – The Art of SEO
  • What CEO do you follow? — Jack Welch
  • What is your favorite online tool?— Evernote
  • Do you get 8 hours of sleep?— I have never had 8 hours of sleep
  • If you could let your 20 year old self know one thing, what would it be?— The powerball numbers for December 1, 1989

Time Stamped Show Notes:

  • 01:23 – Nathan’s introduction
  • 02:15 – Welcoming Rob to the show
  • 02:45 – What are the trends in business podcasting?
  • 02:50 – Concentrating on ‘new and noteworthy’ is a waste of time
  • 04:02 – The podcast Top 200 list is calculated only by new subscribers
  • 05:10 – New subscribers doesn’t translate to downloads
  • 05:33 – Best resource for investors is the episode list in iTunes
  • 07:20 – Top 5 business podcasts sit at 100s of 1000s of downloads per episode
  • 09:20 – The Top has 250 to 300k downloads per month – how does that compare?
  • 09:58 – Don’t look at figures per month – look at per episode
  • 10:21 – The Top averages around 3000 downloads 30 days after an episode
  • 10:50 – The median number is about 150
  • 11:50 – Most business podcasts don’t reach the median mark
  • 12:20 – An adjusted average is about 2000
  • 12:40 – A show with 5000 downloads per episode is in the top 8%
  • 13:40 – “Everything comes down to word-of-mouth marketing”
  • 14:30 – The best advice on podcasting is free
  • 14:53 – Advice on sponsoring a podcast
  • 16:40 – Starting a new show: put together your own email list and blast your links out
  • 17:46 – Is anyone putting together something like Wistia for podcasts?
  • 18:40 – Apple is committed to keeping podcast traffic on iTunes
  • 19:30 – Overcast is the most promising new podcast player
  • 20:50 – The ‘discoverability issue’ in podcasting is a myth
  • 22:05 – Libsyn’s business model
  • 23:01 – Libsyn has around 30,000 paying customers
  • 21:45 – Famous Five

3 Key Points:

  1. The absolute best way to succeed in podcasting is to create fantastic content. Don’t waste your time looking for shortcuts.
  2. The quality of advice is usually inversely proportional to how much you pay for it.
  3. Podcasting is down to word-of-mouth marketing: if you’re making a great product, then help people to talk about it

Resources Mentioned:

  • Freshbooks – The site Nathan uses to manage his invoices and accounts.
  • Host Gator – The site Nathan uses to buy his domain names and hosting for cheapest price possible.
  • Leadpages – The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+
  • Audible – Nathan uses Audible when he’s driving from Austin to San Antonio (1.5 hour drive) to listen to audio books.