Prologue
You + Them = Bigger Podcasts
I've worked with hundreds of podcasters and something I've noticed is how easy it is to get on the "content treadmill." In other words, we start to think of our podcast as "episodes" rather than who is listening to those episodes.
But your listeners aren't "downloads"—they're real people. And you need to bring them into what you're doing for your podcast to be truly successful.
I recently went to an event for a small podcast. I'd call it a "meetup" as it was pretty unorganized, other than letting people know a place to go and a time to be there.
I was there as an observer. I just wanted to see how they did it.
There was no special presentation, just a few like-minded people getting together. And they didn't talk about the podcast—they talked about themselves and they listened to each other.
Yeah, the podcast had brought them there, but the event was for them. In fact, the podcast was rarely mentioned.
This is what happens when people listen to your podcast (or any podcast), which is why I'm not mentioning the name or topic of the podcast. Regardless of the topic, nobody is ever listening "for the podcast."
But you had several people having a great time and, when they leave, they're all going to talk about the podcast that brought them together.
This is how you build an audience.
More thoughts on this meetup and how you can do one for your podcast in the audio edition of this newsletter.
Until then, some thoughts on branded content, making money with your podcast, and some downsides of being on social media ...
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Podcasting News
The "Pacific Content" Opportunity
Pacific Content is shutting down. With the "branded podcast niche" becoming increasingly competitive, its parent company is re-focusing its efforts on its Canadian audio business.
I've seen a lot of people talking about this over the last few days and many have asked me what my thoughts are.
I think it's an opportunity for smaller players in the space, including you.
Branded podcasts still work. And with fewer larger companies, such as Pacific Content, fighting for business, you're going to see a lot of these jobs trickle down to smaller companies.
You can do a lot with a small team. If you're in the "branded content" space (or want to be), I think you've got a real opportunity.
Do you work on branded podcasts? If so, let me know. I have a lot of people asking me for this service and need a place to send them! Reach out to me via Mastodon, Bluesky, or Threads.
Podcast Humor
Your Podcast, Your Rules
When guests book a remote session with me, they agree to three things:
- They'll be using a quality (not built-in) mic.
- They'll be doing the interview from a quiet place.
- They understand that not all interviews are published.
I ask for the specific mic that they'll be using. This lets me know their level of comfort with the equipment and clues me in to the pre-interview work I'll have to do with them.
Recently, a publicist filled out the form for her client and listed the mic model as "computer."
That doesn't work for me and I told her. I suggested a $50 USB mic that would.
She replied, "He's not going to do that. Sorry."
I canceled the interview.
Want the full story? Get the audio version of this newsletter.
Bottom line is that ... You get to choose what's right for your podcast.
When you're interview a guest, you're basically letting somebody into the house where you and your listeners live. You have no obligation to let somebody in who doesn't live up to your standards.
Podcaster Spotlight
The $200,000 Podcast
This is a great story about the power of focus and shows what's possible with a relatively small audience.
Sarah Peck of the Startup Parent podcast has generated significant revenue despite getting only around 2000 downloads per episode. She's done this by selling high-priced products, like an intense leadership incubator, and targeting niche audiences.
A significant portion of Sarah's business involves repeat customers.
The formula ... "High Prices + Repeat Customers"
Lots of podcasters focus on "bigger" when "more focused" would get them the same (or better) results. Is this you?
Think it's not you? Is your market somehow different? I'd love to hear about it ... Reach out to me via Mastodon, Bluesky, or Threads.
The Business of Podcasting
Advocates Want Legal Protections for Child Influencers
This one hits home for me because, working in the entertainment business for so many years, I've seen firsthand how many kids have been negatively affected by what I consider to be exploitation by their parents.
Unfortunately, with "social media" being so prevalent, we're seeing more and more of this. And it also happens in podcasting.
If you have kids, I'd love to hear more about how you work (or don't work) with them on your podcast and related media. Reach out to me via Mastodon, Bluesky, or Threads. If I get enough feedback on this topic, I may put together an complete episode about it.
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The Wrap Up
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