Eric Siu's Marketing School Podcast started with daily 5-10 minute episodes on basics, but after two or three years listeners left and reviews tanked. They switched to five 15-20 minute episodes per week focused on trending topics, which brought the audience back.
You must evolve your content format. And what I mean by that is with the Marketing School Podcast, we were doing 5 to 10 minutes an episode for 7 days a week, and we're teaching everything that we knew about marketing. But after 2, 3 years of doing that, you've basically shared all your base knowledge, your foundational knowledge. And so you have to evolve. We didn't evolve for another 1, 2 years after that. And that's when we started to get bad reviews. It's like, oh, you know, they're saying the same things over and over. And that's where you start to get listener churn and you're not growing as fast as you used to. We knew that that format became stale and we took a little too long to adjust, but we did adjust eventually. And I would say the format that we have now where we publish 5 times per week, so Monday through Friday, each episode is 15 to 20 minutes. And the main difference now is that we're reacting to the news cycle. So it's trending topics and you have 2 options.
