We recently interviewed Joe Rubin, Chief Marking Officer of  Mowpod, a podcast marketing company. Listen to the interview here. For those that can’t squeeze in the time to listen to “Sound Strategy with Lucas Dickey” this week, this blog post is just for you! It’s got the takeaways you need – with a bit of contextual narrative – as you’re building and marketing your podcast.

Joe Rubin’s Unique Entry into Podcasting

When it comes to navigating the complex world of podcast marketing, few understand the landscape as intimately as Joe Rubin, CMO and co-founder of Mowpod. During our recent conversation, Rubin unveiled a treasure trove of insights about podcast growth, marketing strategies, and the often overlooked nuances of building a successful podcast ecosystem.

Rubin’s journey into podcasting is far from traditional. With a background in venture capital and startup investment, he brings a unique perspective to the audio content world. His investment experience in New York’s early tech scene—working with funds like ARC Angel and investing in cutting-edge technologies ranging from 3D printers on the International Space Station to satellite software platforms—provided him with a strategic framework for approaching podcast marketing.

The Challenge of Sustaining a Podcast

One of Rubin’s most compelling observations is the massive disparity between podcast creation and podcast sustainability. While approximately 4 million podcasts have been launched, only around 385,000 remain actively producing content. This staggering statistic highlights a critical challenge in the podcasting world: the ease of starting a podcast is inversely proportional to the difficulty of maintaining momentum.

Community and Consistency Over Equipment

The key to podcast survival, according to Rubin, isn’t just about having a great concept or investing in high-end equipment. Instead, he emphasizes the following:

• Community building: Attend industry conferences and engage with professional groups like the Podcasters Professional Association.
  
  
• Strategic networking: Actively interact with peers across various platforms to foster collaboration and growth.
  
  
• Audience development: Understand your listeners deeply and adapt content to serve their interests consistently.
  
  

How Mowpod is Redefining Podcast Marketing

Marketing strategies in podcasting are far from one-size-fits-all. Rubin’s agency, Mowpod, has developed innovative approaches like their self-serve marketing platform that leverages AI to help creators generate compelling ad copy and target specific demographics. By utilizing real-time bidding and programmatic advertising techniques, they’ve created a flexible solution that works for podcasts at different scales.

Beyond Ads: Creative Monetization Strategies

The monetization landscape for podcasts is equally complex. Rubin suggests that true financial sustainability involves more than just dynamic ad insertion:

• Strategic sponsorships: Partnerships that align with the audience’s interests.
  
  
• Host-read advertisements: Personalized messages that enhance authenticity.
  
  
• Resonant content: Episodes that deliver clear, differentiated value to a defined community.
  
  

Innovation Through Data and Discovery

Technological innovation plays a significant role in Rubin’s approach. With the launch of Mowpod Charts, a free podcast ranking platform, he demonstrates how understanding market gaps can lead to valuable tools for creators. The platform allows podcasters to track their performance across different categories and geographical regions, providing insights that were previously difficult to obtain.

Podcasting as a Continuous Experiment

Perhaps most importantly, Rubin advocates for an experimental and iterative approach to podcasting. His own journey with Friday Night Karaoke—a podcast born from a Facebook community—exemplifies the power of organic growth and community engagement. By treating podcasting as a continuous learning process, creators can adapt, evolve, and ultimately build sustainable media properties.

The Future: Specialization and Storytelling

The future of podcasting, according to Rubin, lies in specialization and authentic storytelling. With millions of podcasts competing for attention, the creators who will succeed are those who can offer unique perspectives, build genuine connections with their audiences, and remain adaptable in an ever-changing media landscape.

Final Advice for Aspiring Podcasters

For aspiring podcasters, Rubin’s message is clear: start with passion, invest in community, be strategic about growth, and never stop learning. The podcast revolution isn’t just about creating content—it’s about creating meaningful connections in an increasingly fragmented media environment.

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