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Hi! Similar to YT, podcasts keep being easily found and can be a great way for someone to search for specific answers.
Even though content through a newsletter can be really valuable, the main reason for emails (imo) is to grab warm audiences attention, not to establish yourself as an expert in the niche.
So yeah, in my opinion they both have a place in your business, and both have ANOTHER goal.
podcasts are like the rock stars of the content world, while newsletters are the more introverted cousin. audio content is easier to consume on the go, which means more listeners and more potential for exposure. podcasts are shareable and can be found on major platforms like Spotify and Apple Podcasts.
It's more convenient. I can't read a newsletter on my way to work. I can listen to a podcast though.
I would actually disagree that podcasts are more successful than newsletters.
Sure, there are some big winners in the podcast world, but I think it's a lot easier to get a newsletter off the ground than a podcast because:
- Most people aren't going to be interesting enough to make people want to listen to it.
- It's easier to sell ads in newsletters.
- It's easier to promote (Meta/Twitter ads -> Sparkloop Upscribe -> repeat).
The result is a lot more successful mid-sized newsletters than podcasts.
Can I read your newsletter while doing the dishes?
We get so much e-mails every day, it's hard to stand out and catch attention.
Also it's completely different form of consuming the content. A lot of people listen to podcasts while doing something. (household, driving, commuting, sleeping etc.)
Everything is hard to promote, but if you deliver VALUE and get a few FANS things get more easy.
People like to listen to interesting people and podcasts are tailored to specific topics. And an email is just, boring.
30percent of people in the world are auditory learner’s and one of the main reason even why YouTube premium is successful is because of them(you can tab the app in your phone but still listen to long videos like podcast). The supply is there but the thing with auditory listeners is they get comfortable with a particular orator so they keep waiting for their content and they also tend to be a very loyal audience and I also agree with the desensitisation to emails point.
Well there's something to be said for quality of reach vs. quantity of reach. Maybe collective attention span can't even tolerate a short newsletter. I bet you reach different types of audiences, neither approach is right or wrong.
Seems more people listen to audio books than read. Reading for me is active engagement, vs. audio is default passive. I seem to have better memory recall of what's read because it forms images in my mind, vs. listening which is somebody else's voice in your head. I remember a lot of what I've heard as well (assuming I'm actually paying attention, if not it's like 0% retention unlike reading there's always some even if I'm skimming.)
Have you considered doing a podcast of your newsletter? You wouldn't even have to voice it if you used some of the nicer text to speech platforms like elevenlabs.
Because people want quick fixes these days snd attention span has decreased because of social media, phones and the internet.
People go for options that take minimal effort.
You can do podcast and newsletter at the same time, if you want to.
In this way, you'll know the gap between them.
I think, the answer for this is because, podcast is getting more recognitions on the Marketing because of the change of approach by the market. It's convenient to some people, as they will listen to it while doing some tasks that needs to be done.
Meanwhile, newsletter, it needs focus and silence so you can grasp what you're reading.
Newsletter is still working, maybe it's just that, your market doesn't have enough time to read so they would rather listen to a podcast episode.