and distribute their podcasts – in its marketing, Libsyn insists it was ‘the world’s first podcasting host.’ Even in 2004, lesser-known competitors like Odeo or AudioFeast were offering audio content producers options for hosting and distributing their shows. But when Apple enabled iTunes to become a way to access and download podcasts, the options for hosting truly bloomed. WHAT TO LISTEN OUT FOR Almost 20 years later, Libsyn is still going strong as a podcast host with expanded features, but is only one of many powerful podcast-as-a-service solutions. Some are little more than places to store and play audio files, others are complex platforms with marketing tools and analytics – and often their own distribution platform. The great benefit of podcasting has always been the ability to distribute high-quality media to absolutely anywhere, very simply. When video enters the picture, workflows and distribution get much more complicated and digital pipes get clogged quickly. Audio is the perfect medium for anyone to take on serious broadcasting without needing a budget, or even experience. Podcasts reward simplicity. Jordan Blair, producer for podcast hosting platform Buzzsprout, agrees. “Starting a podcast shouldn’t be overly complicated. Podcasters should look for a host that feels both intuitive and simple,” explains Blair, who is also creator and host of the bedtime-friendly Dreamful podcast.
KNOW THAT IT’S OKAY TO START SMALL AND SCALE UPWARDS
For Blair, there are a handful of parameters to consider when looking for a host, and quality support is paramount. “If things go wrong, it’s important that you have quick access to someone who can help. Make sure the hosting platform has a good customer service track record,” she says. Varying tools and features are another angle podcast hosts will dangle in front of customers to lure them into paying for a platform. But some will charge extra for features that competitors may be offering for free. Putting hosts side by side to compare the variety of features – and costs – is tedious but essential. A quality host will also help improve, market or monetise. The all-important balance between pricing and features is not something podcasters need to go into blind. If they hope to be in it for the long haul, they’ll need to realistically assess their budget and make choices accordingly. However, most platforms worth considering will also have a free trial option, which should be taken advantage of before making a final commitment. Analytics are a key component of any online enterprise and podcast hosting platforms now offer big analytics – some of which can integrate endlessly with other marketing and customer management tools. But a couple of simple stats you can understand and regularly use to inform decision-making are far more powerful than a whole suite of tools that make your head hurt. Think about what metrics you really want to track and start there. Roni Gosch, customer success manager at hosting and monetisation platform Podbean, notes that your choice is going to be dictated by your business objectives. “It’s a decision that you shouldn’t make lightly – it involves sitting and asking
LISTEN WELL Platforms like Buzzsprout are a great tool for content creators
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