In this episode of That Podcast Exchange host Miko Santos interviews Harry Morton, the founder and CEO of Lower Street, an award-winning global podcast agency for brands. Harry shares valuable insights on creating successful branded podcasts, understanding target audiences, and measuring podcast ROI.
Tune in to learn about Harry's journey in the podcast industry, his approach to developing compelling content strategies, and the importance of differentiation in the crowded podcast market. Discover how the Brand Podcast Virtual Summit was created to educate marketers on the power of podcasting and how you can connect with Harry for more insights.
Don't miss out on this informative episode filled with expert advice for aspiring podcast managers and independent producers. Subscribe to the podcast for more industry insights and tips on achieving podcast success.
Having a clear point of view and standing for something in podcasting is essential to attract like-minded listeners. As Lower Street Media CEO Harry Morton discussed in a podcast episode, a strong point of view helps in effectively communicating your beliefs to the world.
By taking a stand, you set yourself apart from the multitude of podcasts available and draw in an audience that resonates with your values and perspectives. This approach not only aids in building a loyal listener base but also fosters a sense of community around your podcast.
Harry emphasized the importance of believing in your thoughts and conveying them authentically. By being genuine in your content, you can connect with listeners on a deeper level. This authenticity is what attracts like-minded individuals to your podcast, as they can relate to your message and feel a sense of alignment with your values.
Moreover, having a distinct point of view helps in establishing a unique identity for your podcast. In a saturated market where numerous podcasts cover similar topics, having a specific perspective sets you apart and makes your content more engaging. By presenting a particular viewpoint, you not only attract listeners who share your beliefs but also pique the interest of those with differing opinions.
In essence, having a clear point of view and standing for something in podcasting is a powerful strategy to attract a dedicated audience. By staying true to your beliefs, effectively communicating them, and offering a unique perspective, you can create a podcast that resonates with like-minded individuals and fosters a strong connection with your listeners.
To differentiate yourself in the podcast industry, it is crucial to focus on serving a specific market and communicate your point of view clearly. Harry Morton, the founder and CEO of Lower Street Media, emphasized the importance of standing for something and having a clear point of view. By serving a specific market, you can tailor your content to meet the needs and interests of that audience, making your podcast more relevant and engaging.
Morton highlighted the significance of understanding your target audience and creating content that resonates with them. By obsessing over the listener and being specific about who you are trying to serve, you can develop a podcast that is unique and compelling. This approach allows you to differentiate yourself from other podcasts in the industry and attract a loyal following of listeners who share your beliefs and values.
Furthermore, Morton advised podcast managers and producers to stick with their vision and serve their chosen market consistently over time. By staying true to your point of view and continuously delivering content that aligns with the needs and interests of your audience, you can build a reputation and establish yourself as a trusted voice in the industry. This consistency and clarity in communication will help you stand out and attract listeners who resonate with your message.
In conclusion, focusing on serving a specific market and communicating your point of view clearly are essential strategies for differentiation in the podcast industry. By understanding your audience, delivering content that meets their needs, and staying true to your beliefs, you can create a podcast that stands out and leaves a lasting impact on your listeners.
To measure success in podcasting, it is crucial to look beyond download numbers and focus on engagement rates and completion rates of episodes. Harry Morton, the founder and CEO of Lower Street Media, emphasized the importance of these metrics in the podcasting industry.
Morton highlighted that download numbers can be misleading as they do not necessarily equate to actual listens. A download does not guarantee that the listener has engaged with the content. Instead, he suggested focusing on metrics like completion rates, which indicate how much of an episode listeners are consuming.
By tracking engagement and completion rates, podcasters can gain valuable insights into the quality and relevance of their content. A high completion rate, typically above 80%, signifies that listeners are finding value in the podcast and are willing to invest their time in listening to the entire episode. This metric reflects listener interest, trust, and engagement with the content.
Morton explained that a high completion rate indicates that the audience cares about the podcast and is likely to share it with others. It demonstrates that the content is resonating with the target audience and building a relationship of trust and loyalty. Therefore, focusing on engagement and completion rates can provide a more accurate measure of success in podcasting than solely relying on download numbers.
In conclusion, Morton's advice to prioritize engagement and completion rates over download numbers aligns with the idea that quality engagement with the audience is key to a successful podcast. By understanding how listeners interact with the content and ensuring high completion rates, podcasters can create meaningful connections with their audience and drive long-term success in the podcasting industry.
If you want to chat more about this topic, I would love to continue this conversation with you, over Twitter @realmikosantos!
In this episode, we cover:
Success in podcasting industry.
Standing out in crowded market.
Understanding brand identity and audience.
Focusing on specific target audience.
Having a clear point of view.
Understanding uniqueness in podcast ideas.
Engagement rate and completion rate.
Building a successful podcast.
About the Guest
Harry Morton is a seasoned professional in the world of podcasting, with over 15 years of experience in the audio industry. His journey began with a background in music and audio post-production, where he honed his skills and developed a passion for storytelling through sound. After a setback early in his career, losing a critical audio file for a client's advert, Harry transitioned into sales and marketing roles, gaining valuable experience and a global perspective during his time in Australia.
In 2016, Harry made the pivotal decision to start his own podcast agency, Lower Street. What started as a one-man operation in his bedroom has now grown into an award-winning global podcast agency serving Fortune 500 companies and ambitious startups alike. Harry's commitment to branded podcasts sets Lower Street apart in the industry, focusing on creating premium, enterprise-level shows that stand out in the crowded podcasting landscape.
Harry's approach to podcasting is rooted in the belief of standing for something and having a clear point of view. He emphasizes the importance of communicating that viewpoint to the world, attracting like-minded individuals who resonate with the agency's ethos. By staying true to their mission and serving the enterprise market with pride, Lower Street has carved a niche for itself in the podcasting industry.
One of Harry's notable initiatives is the Brand Podcast Virtual Summit, a unique event aimed at educating marketers and brands on the power of podcasting. Recognizing the need for specialized knowledge in the branded podcasting space, Harry saw an opportunity to fill that gap and provide valuable insights to a growing audience. The success of the virtual summit underscores Harry's commitment to sharing knowledge and fostering growth in the podcasting community.
As a thought leader in the podcasting industry, Harry encourages aspiring podcast managers and independent producers to define their market, establish a clear point of view, and stick with their vision over time. His emphasis on understanding the target audience, creating engaging content, and measuring success beyond mere download numbers reflects his deep understanding of the podcasting landscape and commitment to excellence.
Through his dedication to quality, innovation, and serving the needs of brands, Harry Morton has established himself as a respected figure in the podcasting world. His journey from a passion for audio to building a successful podcast agency is a testament to his perseverance, creativity, and unwavering belief in the power of storytelling through podcasts.
Connect with Harry Morton
Visit Harry Morton Website
brandpodcastsummit.com (Brand Podcast Virtual Summit- April)
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The Power of Brand Podcasting : Lesson with Lower Street Media