Podcast Marketing Metrics with David Sifry

Dave Sifry and Doc Searls in Paris.

Eric Schwartzman

Eric Schwartzman is the principal consult at Schwartzman & Associates, a boutique public relations, SEO, and content marketing agency. He is also the author of 2 best selling books, an international keynote speaker, and a contributor at Adweek, Fast Company, TechCrunch, Yale Climate Connections, The Healdsburg Tribune, and many others.

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David Sifry is VP of the Center for Technology and Society at the Anti-Defamation League. Before that, he was the CEO of Technorati, the first RSS search engine.

In this interview, we talk about building a business case for podcasting, podcasting marketing, and RSS advertising.

David Sifry is a serial entrepreneur with over 30 years of software development and industry experience.

Before Technorati, he was co-founder and CTO of Sputnik, a Wi-Fi gateway company. Before that, he cofounded Linuxcare, where he served as CTO and vice president of engineering.

He also served as a founding member of the board of Linux International and was on the technical advisory board of the National Cybercrime Training Partnership for Law Enforcement.

SHOW NOTES:

6:32 – David Sifry talks about how much traffic Technorati gets a day and the growth of Technorati.

7:29 – Sifry on the demographics of Technorati users.

9:10 – Sifry reveals how advertisers can reach their target audience groups on Technorati.

10:19 – Sifry talks about podcast marketing, getting subscribers, and how to distribute your podcast on Apple Podcasts and Spotify.

12:59 – Sifry discusses different types of RSS feeds and adds advertising to your feed, “You can choose how you want people to consume your site.”

17:53 – Sifry talks about selecting podcasts for advertising, product placement, and podcasting and the particular podcast metrics that advertisers should use.

21:04 – Sifry on determining the behavior of a particular person subscribing to a feed.

22:43 – Sifry discusses whether there is a standardized metric for podcast popularity.

24:41 – Sifry talks about the qualitative metrics marketers and advertisers should be looking at.

30:20 – Sifry on inserting advertising feed as a partial text item.

34:18 – Sifry on the future of measurement and Technorati.

39:49 – End.

Photo by Doc Searls