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You need both if you want to have a successful podcast with a lot of listeners, according Hernan Lopez. The Wondery CEO took questions on LinkedIn where he said marketing is just as important as content.
“On the content side, you need to have a show that has a clear point of view, a very clear hook, especially in the first 3 minutes of the show, that has strong characters, or a strong story, or both. And then on the marketing side, you need to put that show in front of the right listeners, whether it is through editorial promotion on the main platforms like Apple and Spotify, or cross-promotion with other podcasts, ideally with both working in-tandem. It is undeniable that the best marketing campaign cannot help a show that is not great. But having a great show is not enough. Every good show needs a promotional campaign. For rockstars it depends on the category in which they are. If it’s personality, they need a rockstar personality behind them – and that doesn’t mean famous, it means someone who knows how to connect with listeners. But also someone who knows how to hook an audience and keep an audience’s interest throughout an episode. For story-based podcasts, we look at characters, at stakes, at relatability, and a clear beginning, middle and end.”
Check out the entire Q&A session with Lopez HERE.