Building Community Through Passion and Perseverance

A Deep Dive into Podcasting with Ray Hunt from In That Number

Podcasting is often a labour of love. It requires dedication, planning, and more than a touch of creativity to stay relevant and engaging in a crowded space. This sentiment was echoed in my 2024 interview with Ray Hunt, the charismatic host and producer of In That Number, a Southampton Football Club podcast. Since its inception in 2018, In That Number has grown into one of the most recognised podcasts for Southampton fans, with a loyal following and over 240 episodes under its belt.

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This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

From Humble Beginnings: A Podcast Born from Passion

Ray’s journey into podcasting began much like many others, he was simply a fan looking for a way to channel his love for sports. Inspired by his passion for all things football and motivated by the need to stay in touch with his childhood friend Kevin, who had moved to Moscow, Ray set out to create something special. Together, they launched In That Number on a shoestring budget, even using a Guitar Hero microphone wrapped in a sock as a pop filter for their first few episodes. If ever there were an example of the DIY spirit in podcasting, this was it.

Despite the challenges, Ray and Kevin hit the ground running.

What began as a passion project quickly grew into a consistent weekly show, offering post-match analysis, interviews with players and pundits, and a space for Saints fans worldwide to connect.

Navigating the Highs and Lows of Football Podcasting

One of the unique aspects of football podcasting is the emotional rollercoaster that comes with covering a team’s performance. Ray shared how the mood of an episode is often dictated by the outcome of a match. After a win, the energy is high, but after a loss, particularly a tough one, motivation can take a hit. Ray recalled one of their biggest spikes in listeners occurred after Southampton’s infamous 9-0 defeat to Leicester City. Despite the harsh result, fans tuned in to hear the post-mortem, eager to understand what went wrong and, perhaps, commiserate with fellow supporters.

This highlights one of the essential elements of podcasting: community. In That Number doesn’t just offer commentary on the game; it provides a space for fans to connect, share their thoughts, and feel part of something bigger. It’s this sense of belonging that keeps listeners coming back, especially during the tough times.

The Art of Balancing Passion with Monetisation

A topic that often surfaces for many podcasters is monetisation. For Ray, the move towards monetising In That Number came through their partnership with the Sports Social podcast network. This collaboration allowed them to introduce advertising seamlessly into the podcast without detracting from the listener experience. The ads, often sports-related, feel relevant to the audience, and as Ray mentioned, he has no issue promoting brands or products that align with the podcast’s ethos.

That said, there’s a careful balance to be struck. Too much advertising can turn listeners off, but done right, it can provide the funding needed to keep the podcast running, improve equipment, and even potentially reach a wider audience.

Marketing a Podcast: Segmenting, Targeting, and Positioning

Ray was candid about his approach to marketing the podcast. While In That Number has a solid presence on social media, Ray admits it’s an area that can feel overwhelming at times. He joked about the frustration of seeing younger fans rack up more likes on social media posts while In That Number has grown organically, without purchasing followers or likes.

This organic growth is a testament to the authenticity of the podcast, but as I mentioned to Ray during the interview, there’s always an opportunity to refine the marketing approach through segmenting, targeting, and positioning (STP). In a competitive space like football podcasting, understanding who your audience is and how to reach them is critical. For In That Number, this could mean doubling down on the international fan base that tunes in from across the globe, particularly given the unique aspect of having international co-hosts based in Moscow and Chicago.

The Value of Research and Audience Understanding

One of the key takeaways from our conversation was the importance of knowing your audience. Ray, like many podcasters, relies on listener feedback to help shape the content of the show. Over time, In That Number has evolved, focusing on what resonates most with their community. From introducing new segments to refining the tone of the show, it’s clear that listener input is invaluable.

In marketing, this concept is just as crucial.

Whether you’re running a business or producing a podcast, understanding who your customers (or listeners) are, what they want, and how they interact with your content is the foundation of success. For Ray, continuing to build that sense of community around the podcast is central to its growth.

Humour and Authenticity: The Heart of In That Number

Throughout our conversation, one thing became clear: Ray’s approach to podcasting is rooted in authenticity and a love for what he does. The humour that comes through in every episode title – like “Dismayed in Chelsea” or “VAR Wars” – is a big part of what makes In That Number stand out. Ray, Kevin, Tim and Tom keep the tone light-hearted, making sure it feels like a group of mates chatting in the pub after the match, rather than a straight forward formal analysis.

Even the decision to leave in the swearing and label the podcast as explicit was a conscious one. It’s all about creating an environment where the hosts and listeners feel like they’re in a relaxed, unfiltered conversation.

Looking Ahead: Aspirations and Goals

When asked about his dream interviewees, Ray shared his hopes to one day have Nigel Adkins, Marianne Spacey-Cale, and the legendary Franny Benali on the podcast. Each of these individuals has left an indelible mark on Southampton Football Club, and hearing their insights would undoubtedly be a treat for fans.

I personally would love to speak to Nigel Adkins, he’s somewhat of a hero of mine so I would really hope Ray would invite me to that conversation if that happened – hint, hint Ray!!

In the meantime, Ray and the team remain committed to keeping In That Number fresh and engaging. Whether it’s through continuing to invite big-name guests or refining the content based on listener feedback, the podcast shows no signs of slowing down.

Final Thoughts: Lessons from the In That Number Journey

As someone who is also venturing into podcasting, my conversation with Ray was not only insightful but inspiring. Ray’s passion for what he does is infectious, and his dedication to building a community around In That Number is a lesson for anyone looking to create a successful podcast.

The biggest takeaway?

Be patient, stay authentic, and always remember that at the heart of every podcast is the community it serves. Whether you’re reaching a handful of listeners or thousands, it’s the connection you foster with your audience that will determine your podcast’s long-term success.

As Ray so aptly put it, “We would record it even if no one listened” That kind of passion is what sets In That Number apart, and it’s what will continue to drive its growth in the years to come.