Podcast Marketing Metrics with David Sifry

Dave Sifry and Doc Searls in Paris.
Dave Sifry and Doc Searls in Paris.

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. 


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

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