Tech in Asia's Nathaniel Fetalvero discusses content marketing strategy, Asia's tech entrepreneur listenership, and covering business failures

Podlovers Asia: All about Asian Podcasting

In this episode, we'll be talking with Nathaniel Fetalvaro of Tech in Asia!

Nat is the host of Startup Snapshot, a podcast by Tech in Asia, the leading publication covering the Asian tech scene. He is the interviewer, host and orchestrator behind the show, brought it together up to 3 seasons. Now launching a new segment called Deep Dive, Nat shares his experience growing a podcast for the tech audience in Asia. I've known him since the Asia Podcast Summit last year so this is more a catch up between the both of us :)

We talked about:

• How Startup Snapshot started as an idea in Tech in Asia
• The different barriers in trying to capture a listenership for tech entrepreneurs (Written vs. Audio)
• The sensitivity of scoops that can undermine both a company and publication's reputation
• Managing the balance between listenership needs, desires, and creating content aligning with Tech in Asia's mission
• A whole variety of things we talked about here, from marketing to guesting, to starting a podcast network...? Enjoy!

Timestamps

• 03:18 The stress behind running Startup Snapshot
• 04:54 Starting with cardboard boxes, and underestimating the format
• 07:29 Tech in Asia's Unfair Advantage
• 10:59 Why listenership from the website dropped significantly
• 14:02 Tech in Asia's shownotes strategy, and how profiling helps that
• 20:06 Best time to share content, and why we schedule written vs audio differently
• 24:13 Tech in Asia's full-stack content marketing strategy for Startup Snapshot and audience adaptation
• 29:35 "People would want to listen to work things over the weekend" readership vs. follower counts in the weekend
• 32:28 Talking about business failure, the publication-business relationship, and the smaller players
• 38:32 "The honesty came through in all the episodes" on PR agencies and sensitive issues
• 49:45 Covering Asia-specific stories: breaking the language barrier
• 52:49 "We want to create a Tech in Asia network for podcasts" Nat shares future plans for podcasting
• 1:01:53 What is on Nat's podcast playlist?
• 1:10:21 What Nat would like to see more of in the Asian podcasting scene?

Listen to Startup Snapshot on:

• Tech in Asia
• Spotify
• Apple Podcasts
• Podchaser

Mentions:

• Willis Wee
• Maria Li
• Gimlet
• Eric Oandasan

Shows:

• The Weekly Planet
• Hello from the Magic Tavern
• The Daily
• Gimlet's Startup