Podcast Marketing Plan: 5 Tips to Grow Your Podcast

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Rise Above the Noise With These 5 Techniques

Let’s face it: Maybe nobody’s heard of your podcast.

It’s not entirely your fault.

With over 660,000 active shows and 28 million episodes, it can be difficult to cut through all of that noise, both literally and figuratively.

Besides, up until this point you were probably preoccupied with more important matters—that is, making a great podcast, finding your niche, and working out the kinks.

But now it’s time to introduce your baby to the world, and see if it will sink or swim.  

Fortunately, we’ve got some tips to make sure your podcast not only swims but climbs its way to the top of the podcast rankings.

Tip 1: Podcast SEO is Critical. Here’s How to Do It.

SEO stands for “Search Engine Optimization,” or as I like to call it: The art of making Google love you.

Basically, Google indexes every webpage on the internet—including your podcast website—and ranks them based on how well they answer user search queries (also known as “keywords”). And rankings matter – the top ranking post on Google gets 36.4% of SEO traffic.

Your goal: Tinker with every page on your website so that Google recognizes it as a worthwhile result for the keywords you want to rank for.

This is a multi-step process, with the first step being figuring out which keywords you wish to rank for. Based this on keywords with high monthly search volume and low competition.

This should already be fairly obvious, as your keywords are related to whatever your podcast is about. So if you have a podcast where you review Game of Thrones, you’ll want to rank for terms like “Game of Thrones review,” and “History of Westeros,” and “Winter is Coming” and “Jon Snow knows nothing” (okay, maybe not that last one):

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Another great strategy is to figure out keywords your competitors are ranking for, and go after those keywords. This way, users will go to your website before your competitors. You can do this using a service like SpyFu, which not only gives you your competitors’ most profitable keywords…

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…but also where they get backlinks from (i.e. other websites that link to their site).

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Armed with this information, you can campaign to those websites to get more backlinks to your site—another important part of SEO.

You can use a free website builder or a podcast host site to build posts around the keywords you wish to rank for. This can be done in a few different ways, including adding the keyword to your podcast episode titles and descriptions, using it in well-crafted blog posts promoting your podcast, and using it in the meta description for your webpages.

With the SEO Meta Tags PodBean app, this can be done in seconds without any coding knowledge:

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One of the best examples of this is from Copy Weekly, a marketing podcast that not only lists their audio on their site but accompanies said audio with a long-form blog post transcription:

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Boom, now that’s podcast SEO.

Another important approach to improve SEO is enhancing your website’s behavior metrics. This includes things like the amount of time a user spends on your website, and the number of pages they view each time they visit.

An easy way to improve behavior metrics is by adding a knowledge base to your site.

What’s that? It’s defined as:

“A knowledge base software helps you document tutorials, DIY guides, and answers to frequently asked questions in one place. A well-indexed Knowledge Base empowers customers to discover answers and fix easy problems by themselves allowing your business to focus on the tough problems.”

Knowledge base software providers like FreshDesk allow you to build an area on your site where you can house FAQs, guides, and tutorials that give users a better on-site experience.

Plus, knowledge bases are indexed by Google, meaning users Googling questions related to your field can discover you and your podcast.

Win-win.

Tip 2: Get Social

SEO is the foundation of any good podcast marketing campaign. All your other tactics should build upon it—including your social media strategy.

Creating social media posts consistently builds your brand and gets the word out about new episodes.

It helps your brand awareness, reach, and social footprint.

The first step in creating a social media strategy for your podcast is to know which networks to leverage. If you’re a business podcast, you’ll want to use LinkedIn, whereas comedy podcasts are probably better off sticking to Twitter and Facebook.

Depending on what podcast type you are, you’ll want to tailor your messaging strategy to that, too. For example, serious business podcasts will probably want polished grammar and a formal tone. Meanwhile, comedy podcasts can be more relaxed and informal.

Always be sure to schedule your social posts in advance and post whenever you publish new episodes—and don’t just do it on your main social media account. Everyone who participated in the podcast should share it on their account. If you had a special guest, be sure to include their handle in the post (and encourage them to share it too!):

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As for the content of your social media posts, interesting quotes from episodes are always a good way to draw a reader’s attention. Those who leverage PodBean’s video podcasting platform should post video clips, as video posts get 48% more views than regular posts.

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Finally, stick to the tried and true social media tactics: Use hashtags to promote your content, and be sure to follow other accounts related to your brand. Plus, you can use Facebook Messenger and other live chat tools to talk with your listeners quickly.

If you host your podcast with PodBean, you can leverage the built-in sharing tools to post your podcasts automatically to Facebook, Twitter, Youtube, Tumblr and more.

Tip 3: Slide Into Your Listener’s Inbox

Social media is a key tool for promoting your podcast, but email is still the most direct route to a majority of people.

Email marketing has the highest ROI of any marketing channel, is cost-effective, and is not beholden to algorithms like most social media networks.

As far as what to put in your emails, it’s important to consider your audience and what might be valuable to them. Ask yourself what questions your customers might have, or what you can do to enhance your relationship with them. They’re allowing you into their inbox, which is more personal than their social media feed, so reward them with special promotions and early access to events:

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Emails are an especially good space to distribute your blog content, too.

As for frequency, there is no right or wrong answer to how many emails you should send out. What matters more is that you do it consistently. So if you send an email every time you publish a new podcast, stick to it.

One great podcast I listen to is the Side Hustle Podcast by Ryan Robinson. In Ryan’s personalized emails about his podcast episodes, he provides links to his website, a link to his podcast episode, and a preview of what the listener should expect.

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In terms of best practices, set expectations when a user signs up for your email. Tell them how often they’ll get your email and what to expect in it. Also, A/B test all of your emails: Send out two different versions of your email to a small portion of your audience with different subject lines. Track which subject line readers open more, as this can give you valuable insight into how to craft future subject lines.

Fortunately, email marketing services like MailChimp have A/B testing built into their platform:

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What’s more, MailChimp integrates with PodBean, allowing you to automate email marketing for your podcast episodes.

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Tip 4: Don’t Forget About Youtube

Google is the most popular search engine, but Youtube is the second most popular.

That means you need to be posting your podcasts on Youtube and optimizing them so they rank highly.

If you’re already using PodBean’s video platform, you have podcasts ready to upload to Youtube. You can also turn your audio files into video files by uploading them to iMovie or Final Cut Pro.

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Once your video is live on Youtube, add a description to it using keywords you want to rank for. It’s also a good idea to include timestamps, allowing users to jump to specific sections in the video. Another technique is to use what are known as “Cards”—clickable elements you can pepper throughout a Youtube video to increase engagement. This is a good way to add relevant links to your website and other calls-to-action during the video.

Tip 5: Add Your Podcast to Directories

SEO is extremely important, but arguably more important is adding your podcast to directories where people go to find podcasts.

We all know these places: iTunes, Spotify, Google Play, Stitcher, and TuneIn. In fact, over half of all podcast listeners get their podcasts through Apple Podcasts (iTunes’ podcast app).

Getting your podcast on these platforms is an absolute MUST if you want to have any level of distribution.

Fortunately this comes built in with PodBean: The platform provides your fully functional RSS feed for distribution on all the major podcast platforms, ensuring listeners will be able to find your podcast wherever they prefer:

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Conclusion

The podcast market is exploding and competition is fierce. If you want to rise above the crowd, you need a dynamite podcast marketing strategy that encompasses:

  • Choose the best podcast hosting and follow SEO best-practices, including keywords, backlinks, and a great user experience.
  • A consistent social media strategy that is engaging and matches the tone and style of your brand.
  • An email marketing campaign with content that will resonate with your target audience.
  • An active Youtube channel where listeners can come to “watch” all your podcasts.
  • Distribution of all your podcasts on major podcast directories

Guest Author Byline

Adam Enfroy is the Sr. Digital Marketing Manager at BigCommerce and a blogger. He lives in Austin, TX and writes about blogging like a startup at adamenfroy.com.

You can connect with him on Twitter and LinkedIn.

Upgraded Podcast Matching System for Podcast Advertising: PodAds

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Podbean’s PodAds podcast advertising marketplace has been given an upgrade to better meet the needs of advertisers and help podcasts bring in more revenue. Advertisers now have increased targeting options and a better review process for starting campaigns.

About Podbean’s PodAds

PodAds is a programmatic ads marketplace, where advertisers of all sizes can reach their ideal audience with the power of podcast advertising. By matching advertisers to listeners over a range of podcasts, PodAds makes podcast advertising more efficient and opens revenue opportunities to smaller podcasts. PodAds also allows advertisers to target appropriate listeners by geography, thus making podcast advertising more effective for regional and even local businesses.

The Simple Steps to Set Up a Podcast Advertising Campaign

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PodAds takes all the hassle and wasted time out of the podcast advertising process. Advertisers can have a campaign ready in minutes, and running within a day or two. Here are the simple steps with the recent upgrades:

1. Fill in the basic information for the campaign. Here, the advertiser can target their ideal listeners by setting preferred podcast categories, targeted geographies (down to the city level), and keywords (newly added, input 3-10 keywords). Advertisers can set a daily budget cap, CPM (cost per mille, i.e. advertising rate), and campaign start and end date (end date is optional, newly added in this upgrade; campaigns can also be paused or stopped at any time).

2. Next, the advertiser will select the podcasts for their campaign. Podcasts that best match to the keywords, category, and geo will be listed on the top and marked as “Recommended”. The list may contain additional podcasts for them to review and invite as well.

3. The advertiser then clicks on “Save and Continue” and the campaign will be created. They will need to authorize their payment method. After authorizing, the campaign will be “under review” by the Podbean team. Typically, your campaign will be up and running within 24 hours.

Advertisers can “manage campaigns” to add more podcasts, pause/stop the campaign, and view the detailed results of ad impressions served.

Learn more about PodAds and start running a campaign.

Top Podcasts to Listen to Before Bed

Top podcasts before bed

About one in seven adults has chronic insomnia. And, up to one in four women have symptoms of insomnia. Podcasts have stepped in to fill the need for helping people unwind and get to sleep. They can be great for turning off the myriad thoughts that won’t stop after a busy day. Podcasters offer everything from meditations to calming bedtime stories, and the ever-growing popular genre of ASMR-trigger podcasts. We’ve compiled a wide-ranging list so you’re sure to find something you enjoy that will help you relax before bed.

Check out our complete list in the Podbean app…just look for the “Podcasts Before Bed” topic.

Guided Sleep Meditations

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https://podcast.momentsofmagic.com/

Creative Whispers ASMR Podcast

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https://creativewhispers.podbean.com/

The Calm Kids Podcast

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https://calmkidspodcast.podbean.com/

Happiness Spells

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https://happinessspells.podbean.com/

The Meditation Podcast

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https://www.podbean.com/podcast-detail/y5pwf-2f0ed/The-Meditation-Podcast

Sleep With Me

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https://www.podbean.com/podcast-detail/quew8-36027/Sleep-With-Me-Podcast

Sleep Whispers

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https://www.podbean.com/podcast-detail/gwn43-3f672/Sleep-Whispers-Podcast

Sleep Meditation Podcast – ASMR Sleep Triggers

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https://www.podbean.com/podcast-detail/t2nnf-69b57/Sleep-Meditation-Podcast—ASMR-Sleep-Triggers—Calm-Nature-Sounds-and-Relaxing-Music

Deep Energy 2.0

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https://www.podbean.com/podcast-detail/3r29w-349c1/Deep-Energy-2.0—Music-for-Sleep-Meditation-Relaxation-Massage-and-Yoga-Podcast

Sleep with Silk: ASMR Triggers

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https://www.podbean.com/podcast-detail/cwy2m-3bd01/Sleep-with-Silk-ASMR-Triggers-Podcast

Nothing much happens; bedtime stories for grown-ups

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https://www.podbean.com/podcast-detail/kijdc-6b6d8/Nothing-much-happens-bedtime-stories-for-grown-ups-Podcast

Daily Meditation Podcast

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https://www.podbean.com/podcast-detail/xrtdg-5e122/Daily-Meditation-Podcast

Sleep and Relax ASMR

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https://www.podbean.com/podcast-detail/tvjti-4fcb7/Sleep-and-Relax-ASMR-Podcast

Stories from the Borders of Sleep

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https://www.podbean.com/podcast-detail/khsm6-358ce/Stories-from-the-Borders-of-Sleep-Podcast

Meditation Station by Stin Hansen

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https://www.podbean.com/podcast-detail/mpd6w-2f104/Meditation-Station-by-Stin-Hansen-Podcast

Meditation Minis Podcast

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https://www.podbean.com/podcast-detail/tcsw7-3abfb/Meditation-Minis-Podcast

Sleepy

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https://www.podbean.com/podcast-detail/p2p5c-6d2a2/Sleepy-Podcast

The Podbean Podcast App is Now Available on Apple CarPlay

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Wilmington, DE – March 20, 2019– Podbean has made it easier than ever to enjoy your favorite podcasts on-the-go. The Podbean app is now available on Apple CarPlay.

About CarPlay: Available on select cars, Apple CarPlay is a smarter, safer way to use your phone in the car. You can get directions, make calls, send and receive messages, listen to music and podcasts, all in a way that allows you to stay focused on the road. Just connect your phone and go.

CarPlay supports Siri voice controls or works with the touchscreen or car’s controls. So, you can safely and easily navigate the Podbean app to discover and play podcasts. You may not even mind being stuck in traffic anymore!

If you are a podcaster, make sure to share the good news with your listeners so they know how convenient it is to use the Podbean app while on the road.

Quick and Easy Guide to Podcasting for Lawyers

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Why podcast?

Podcasting is an ideal medium for showcasing your expertise and communicating to clients and potential clients. Here are a few things that make podcasting stand out:

A growing audience: Almost ½ the U.S. population had listened to a podcast. Podcast listening is booming and will continue to with connected cars, Google and Spotify getting into the podcasting game, and the rise of smart speakers. Because most podcast listening is done during daily activities and there are far fewer podcasts than blogs, it’s a medium with a lot of opportunity.

The right audience: Podcast listeners are loyal, educated and affluent. They have strong brand loyalty (in this case, the brand being you and your expertise).

Building trust and connection: There is a different kind of connection that comes with being in someone’s ears. Understanding increases 500% when using audio versus written communications.

Podcasting Smarter: Repurposing Your Expertise, Content and Resources

Even if you see the potential benefits, you might be thinking this is just another thing that will take up a lot of time. Of course, it can take up a huge amount of time, but there are smarter approaches and tools to make it easier.

First, consider your format and how you might repurpose content you already have or use your podcast to meet multiple practice goals. For example, you might take a look at your website statistics. Examine your most popular blog posts (or the ones readers spend the most time on or that create the most leads). Start by repurposing those topics into podcast material. You could simply read the blog posts. Ideally, though, you can use them as a guide while adding a bit of personality or discussion that may not be there in the post. As you practice, you’ll become more adept at what works for audio. As a lawyer, you likely already have a high level of verbal communication so you have what it takes!

Another ideal format some lawyers may want to consider is doing short, daily updates or “bites” of knowledge. This might be answering a quick FAQ in your area of expertise, giving a legal update or talking about legal cases or topics in the news. This way, that one blog post could make a week or more of podcasts and keep people coming back. The good part of this strategy is your podcast can easily be repurposed again as an Alexa Flash Briefing, reaching perhaps another audience.

Many popular podcasts take the format of an interview show or have multiple hosts. You may consider doing a podcast with other lawyers in your firm or network. Even attorneys from two specialties can create a nice dynamic. This can work especially well for different, but related areas. Similarly, interviewing other experts (legal or related professions) can make the podcast interesting and bring in more listeners. The interviewee will share the podcast with their network, so it’s an easy growth strategy. This can also be a good way to build relationships with other professionals who refer to you (or who could).

There are as many possibilities as you can think of with podcasting formats and styles. But, as you can see, you can strategize to simplify the process or use the podcast to meet other business needs and professional goals.

The Simplest Way to Make a Podcast

The other concern you may have about starting a podcast is getting special equipment and figuring out the technology. But, just like video has gotten as easy as sitting in front of your computer or phone, so too has podcasting.

You may want to invest in a good microphone, but you can actually start out just using your phone and earbuds (they’re surprisingly good with sound quality, especially if you’re in a quiet environment). Since the environment often has a bigger impact on sound, find a quiet, non-echoey room (closets are great; carpeting and some blankets or padding can help).

The Podbean app is one example of an audio recorder built right into an app on your phone…this one made specifically for podcasting. With the free Podbean app, you can record, add sound effects and music (a number of tracks provided, plus you can import your own), do basic editing and upload the podcast to Podbean to distribute (or export for other services).

For those who want to learn more about producing good quality audio or are ready to make some upgrades, here is a well-detailed list of Five Steps to Recording a Quality Podcast.

You will need a place to host your podcast files so they can be easily distributed via Apple Podcasts, Google Podcasts, Spotify, various podcast apps and online. Generally, website hosts are not equipped for this so you should investigate dedicated podcast hosting companies. Podbean podcast hosting, for example, starts for as little as $9/month (with a free starter plan also). All the podcast hosting companies offer the basic file hosting and distribution, but many also offer a suite of built-in tools to help you publish, promote and perhaps even make money from your podcast.

As you examine whether to start a podcast, think about why you want to do it. You don’t need to get too caught up in making it perfect to start or investing in a lot of expensive equipment. There are also numerous professional resources if you want to get expert help with any aspects of podcasting. The important part is to consider your goals and the most efficient way to accomplish them. Podcasting can be the perfect tool for many goals within your practice…and now’s the time to get started!

Join our Facebook community, Podcasting Smarter, to share tips, get resources and more–whether you have a podcast or are thinking about starting one.

Podcasts to Celebrate International Women’s Day

International Women's Day

International Women’s Day is celebrated every year on March 8th. The theme this year is #BalanceforBetter. International Women’s Day (IWD) is a global day celebrating the social, economic, cultural and political achievements of women. The day also marks a call to action for accelerating gender parity. IWD has occurred for well over a century, with the first​ ​IWD gathering in 1911 supported by over a million people in Austria, Denmark, Germany, and Switzerland.

In celebration of this day and #BalanceforBetter, we’re highlighting some podcasts that celebrate women, highlight important women’s and gender parity issues and empower us all!

The Broad Experience Podcast

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Women’s experiences at work can be challenging, rewarding, and downright ugly – sometimes in the same week. The Broad Experience sparks candid conversations about women, men, careers, and success.

Fierce Girls

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From athletes to aviators, scientists to spies, this podcast tells the inspiring tales of some of Australia’s most extraordinary women.

Unladylike

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Cristen Conger and Caroline Ervin (formerly of Stuff Mom Never Told You) share stories from rule-breakin’ ladies, tackle important questions and offer a solid dose of delightful feminist rage.

The Waves: Gender, Relationships, Feminism

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A weekly conversation about news and culture examined through the lens of gender and feminism. Join the hosts—including Invisibilia co-host Hanna Rosin, New York magazine’s Noreen Malone, Slate Podcasts’ June Thomas, Slate staff writer Christina Cauterucci, Topic’s Anna Holmes, and audio producer Veralyn Williams—for frank discussions about the ways gender shapes everything.

The History Chicks

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Women have been pushed to the fringes of significant cultural, scientific, and political achievements for a long time. The History Chicks aims to correct that imbalance and ensure that the legacies of amazing women are remembered today and in the future.

This is just the start…check out the Podbean app’s topic “Women’s Day” for a wide array of podcasts to help celebrate!

Top Podcasts for The Oscars

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It’s that time of year…glamour, movie stars and cheering on your favorite films of the past year…the Oscars! Are you an armchair movie critic or just love checking out the stars’ style on the red carpet? Well, we have some podcasts you’ll love. They cover everything from the history of Hollywood and red carpet ceremonies to movie criticism and Oscar news.

Visit the Podbean app to find the topic “Oscars” where you can explore a wide array of podcasts to get all psyched up for the Oscars and keep the excitement going year round!

The Countdown: Movie and TV Reviews

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http://thecountdownpc.podbean.com

Epic Film Guys Podcast

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http://www.epicfilmguys.com

All This and the Oscars Too Podcast

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https://www.podbean.com/podcast-detail/9b6u4-54de8/All-This-and-the-Oscars-Too-Podcast

The Awardist

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https://www.podbean.com/podcast-detail/shqcj-6ce0c/The-Awardist-Podcast

Pop Culture Happy Hour

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https://www.podbean.com/podcast-detail/ay6if-11ddb/Pop-Culture-Happy-Hour-Podcast

The Reel

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https://www.podbean.com/podcast-detail/d5acf-72454/The-Reel-Podcast

Little Gold Men

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https://www.podbean.com/podcast-detail/c25nt-38a5a/Little-Gold-Men-Podcast

Fighting In The War Room: A Movies And Pop Culture Podcast

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https://www.podbean.com/podcast-detail/s3ia4-33845/Fighting-In-The-War-Room-A-Movies-And-Pop-Culture-Podcast

FilmWeek

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https://www.podbean.com/podcast-detail/5hk8s-1580a/FilmWeek-Podcast

Collider Factory

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https://www.podbean.com/podcast-detail/pn8yz-2f305/Collider-Factory-Podcast

The Frame

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https://www.podbean.com/podcast-detail/79yfd-2ef73/The-Frame-Podcast

The Hollywood Outsider

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https://www.podbean.com/podcast-detail/ndt4i-3487a/The-Hollywood-Outsider-Podcast

 

 

 

Podbean wants to buy you a ticket to Podfest 2019!

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We love podcasting conferences….they’re a great way to get out from behind the mic and interact with fellow PodPals, learn a lot, share your woes (and find solutions) and have some fun.

We’re headed back to Orlando for Podfest 2019. We’ve been supporting this event since the start and we want to cover your ticket so you can attend too ($297 value).

Podfest 2019 Details:

  • Dates: March 7-9, 2019
  • Location: Wyndham Orlando Resort in Orlando, Florida
    Tickets are $297, but we’re going to buy tickets for 20 Podbean podcasters.
  • Want to learn more? Check out the Podfest website and the conference schedule.

Here’s how you can win a free ticket to Podfest 2019:

Fill out our Google form with your information before Tuesday, February 19th.
We’ll give tickets to the 1st 20 podcasters who apply (you must have an active podcast hosted on Podbean and this cannot be applied to already purchased tickets). We will email you with the information to get your free ticket.

For everyone attending, make sure to stop by the Podbean booth to say hi to the Podbean team and meet some fellow members of the Podbean family (and get some free stuff)!

Podbean Supports Last Episode Only (Last1) Feed for Alexa Flash Briefings

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You can now easily get a properly-configured feed for an Alexa Flash Briefing using your Podbean account. There’s no need to do anything special or go to any extra efforts, we’ve set it all up for you!

Simply go to “Settings”–>”Feed/iTunes”–>”Advanced” in your Podbean account. Scroll down and you will see “Last1 Feed”. This feed has been configured to only contain your last (most recent) episode, as required for Alexa Flash Briefings (or any other need you may find).

This allows you to use your standard podcast feed with all episodes as usual for Apple Podcasts and all other podcasting distribution, but to also be properly set up for Alexa Flash Briefings. To understand more about Alexa Flash Briefings, read our guest expert’s article on what they are and why you might want to do one.

Podbean Unveils Enhanced Audio Recorder and Editing Features in its App

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The Podbean Podcasting App’s Audio Recorder Function Offers a Range of New Effects and Post-Production Tools

Wilmington, DE – January 24, 2019– The Podbean app features an audio recorder function, allowing podcasters to record and publish audio podcasts right from their iPhone or Android devices. The newly-released version of the app provides a robust suite of recording and editing features for the podcaster to create even better audio.

The latest version of the Podbean audio recorder provides a rich library of free background music in various styles and moods that podcasters can use in their recordings. It also offers special effect sounds, tone adjustment, and echo effects to mimic different surroundings. After recording, podcasters can use the editing features to cut the audio, merge two recordings or split recordings. Podcasters can also import background music and other audio files, as well as export their recorded audio to easily use other professional editing tools or repurpose content.

“As we all do more on our mobile phones, we’re encountering more podcasters who want to be able to record and publish on the go,” said David Xu, Podbean’s CEO. “We released the audio recorder in the app in 2016 and have continued working to make it more functional for podcasters producing mobile audio. This is the first in a series of upgrades to the recording and post-production features in the Podbean app.”

For an overview of features, visit Podbean’s audio recorder page. You can download the Podbean app free from the App Store or Google Play. Podbean is seeking feedback to continue improving and enhancing the audio recorder for podcasters. Contact Podbean Support to provide feedback or get help.