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How to Leverage Newsjacking to Publicize Your Podcast
Episode 75
Thursday, September 26, 2024 • Duration 05:42
Every podcaster shares a common dream: to see their audience grow and their downloads soar. Imagine having a strategy that could be your secret weapon to boost exposure. What if you could use trending news to get noticed? Harness the YouTube algorithm to get a hundred thousand new views?!
Enter newsjacking—a technique that could transform your podcast’s visibility. Let’s explore this strategy further and understand how you can wield it effectively, drawing from my interview with marketing guru David Meerman Scott on episode 56 of Inspired Money.
Understanding Newsjacking
Newsjacking is the art of injecting your insights into a breaking news story, gaining the media spotlight in the process. Think of it as surfing the wave of public interest that news stories generate. By providing relevant angles or expertise, you capture attention when it matters the most.
Historical Roots
Newsjacking might sound like a modern buzzword, but its origin dates back to the 1970s in the United Kingdom. David Meerman Scott breathed new life into this concept, notably spotlighting how Donald Trump deftly navigated the 2016 Presidential election cycle, utilizing real-time marketing on Twitter. Scott’s predictions based on Trump’s tactics underscored newsjacking’s power.
Key Takeaways from David Meerman Scott
In my podcast interview, David generously shared key principles behind smart newsjacking:
Speed is Essential: The quicker you respond, the more likely you are to capitalize on the public’s interest. The hardest part about leveraging newsjacking is remembering that you need to be quick and agile. You need to have the bandwidth to act in real-time.
Create Relevant Content: Seamlessly tie your podcast’s themes or your expertise to the news narrative. With newsjacking, you need a legitimate ties to the story. Just responding to any old story doesn’t work so well.
Strategic Sensitivity: Handle negative news with care to avoid misjudged sentiments. It’s easy to get newsjack-happy, but the process is most effective when you’re selective. Leverage the stories that are most relevant to your target audience and industry.
Maximize Social Media: Leverage platforms for real-time engagement, ensuring your content surges in conversations.
My Practical Application: Jane’s Addiction Incident
My real-world test of newsjacking began a week prior to writing this, with an unexpected and shocking moment during Jane’s Addiction’s reunion tour — one that left fans stunned and wondering about the future of the band. Perry Farrell’s mid-performance physical altercation with Dave Navarro not only ended the band’s Boston show early, but it ultimately ended the tour.
I saw a perfect newsjacking opportunity.
What tied me to the recent event? I had interviewed Etty Lau Farrell, Perry’s wife, on the Inspired Money podcast two years ago. During the interview, Perry made a cameo appearance—greeting me by name! Although a video about Jane’s addiction did not fit my YouTube channel’s content, I decided that diving into the substantial weekend buzz just might win attention for npth my YouTube channel and the Etty Farrell episode.
Here’s how I did it:
Planning: The news broke on Friday teh 13th, and by Sunday night, I had scripted a strategic video plan. This included finding concert footage of the “fight,” performance videos in New York and Boston, and reading fan comments on Reddit.
Execution: On Monday, September 16, I recorded and published the video “Jane’s Addiction Fight Explained: Perry Farrell Attacks Dave Navarro in...
Why Podcasting Isn't Dying: A Resilient Medium Thriving Against All Odds
Episode 74
Wednesday, May 15, 2024 • Duration 05:48
Recent headlines have been quick to proclaim the demise of podcasting, citing layoffs at major platforms like Spotify and Public Radio. Yet, amidst the tumult, there lies a different narrative – one of resilience and growth. Contrary to naysayers, podcasting is not dying; it’s evolving, adapting, and flourishing in unexpected ways. In this post, we’ll explore why podcasting remains a vibrant medium, despite challenges, and discuss strategies for monetization and success.
THE RESILIENCE OF INDEPENDENT PODCASTS
While it’s true that some major players in the podcasting industry have faced setbacks, independent podcasts have continued to thrive. These grassroots creators epitomize the essence of podcasting – a platform where anyone with a microphone and a story can find an audience. Unlike traditional media, where gatekeepers control access, podcasting offers a level playing field for creators of all backgrounds and interests.
Independent podcasts often have loyal and engaged audiences, built through authenticity, niche content, and community engagement. Unlike corporate giants, these creators are nimble, able to pivot quickly in response to audience feedback, and can produce content with little to no budget. Moreover, they’re not beholden to shareholders or advertisers, allowing them to maintain creative control and pursue their passions without compromise.
PODCAST LISTENING IS UP
According to the Infinite Dial 2024 report by Edison Research, the podcast landscape is witnessing significant shifts, with nearly 100 million Americans engaging with podcasts weekly. Despite concerns over a decline in downloads due to alterations in Apple iOS 17, indicating a drop in figures for major podcasts like This American Life, Edison’s survey-based findings present a more nuanced perspective. Contrary to download metrics, Edison’s data reveals a positive trend, with 47 percent of Americans aged 12 and above tuning into podcasts monthly, marking a five-point increase from the previous year, the largest jump since 2019. Moreover, weekly listeners have increased from 31 to 34 percent, estimating around 98 million individuals. By relying on survey data rather than raw downloads, Edison’s report offers insight into the evolving podcast landscape, underscoring its integration into mainstream media consumption habits. Additionally, the report touches on various other trends such as social media usage, smart speaker ownership, and audiobook consumption, providing a comprehensive view of the evolving media landscape.
M
5 Things More Important Than Consistency
Episode 65
Wednesday, June 28, 2023 • Duration 04:18
Consistency is often touted as the most important factor for successful podcasting. While having a regular schedule is important, there are other factors that are equally or even more important. Let’s be real. Things happen. If your podcast is not your full-time job, sometimes your next podcast episode might have to be delayed. That’s okay.
In this blog post, we’ll discuss five things that are more important than consistency when it comes to podcasting.
Quality Content
The most critical aspect of any podcast is the content. Your podcast must offer something of value to your audience. This means having informative, engaging, and entertaining content that your listeners will want to come back to again and again. I’m going to go out on a limb and say that most of us do not take enough risks with our podcasts. Once we’re in a groove, it’s easy to get comfortable. Try to push the envelope with every new episode but remember… the quality of your content will have a significant impact on the success of your podcast. Ensure that every episode is well-produced, well-researched, and well-executed. Never compromise on quality.
Authenticity
Authenticity is crucial when it comes to podcasting. You cannot afford to take the connection and trust that you build with your listeners for granted. Your audience can tell when you’re not being genuine, so it’s important to be yourself and share your unique perspective. This means being honest about your opinions, experiences, and knowledge. Don’t try to be someone you’re not. Your audience can tell.
Great Host
If you are the face of your podcast, it’s essential to be engaging, interesting, and relatable. As a host, you should be passionate about your topic and able to connect with listeners. You should also be knowledgeable and able to guide the conversation. An engaging host can make a huge difference in the success of a podcast.
Listen
Listening to and engaging with your audience is another crucial factor that can make or break a podcast. By listening to your audience, you will better understand their needs and preferences. This can help you tailor your content to meet their expectations and create a more engaging listening experience. Encourage feedback and respond to comments and questions from your listeners. This shows that you value their input and are committed to building a relationship with them.
NOW IS YOUR TIME!
Get Your Podcast Noticed, Zag When Others Zig
Episode 41
Thursday, March 9, 2023 • Duration 03:42
Podcasting has become an incredibly popular medium for people to share their ideas, stories, and insights with the world. I absolutely love it. Hitting publish on a great episode you created feels really good.
The trouble is that the competition to stand out in the podcasting world has become increasingly fierce. You're up against hundreds of thousands of actively published podcasts. Some are supported by podcast networks with marketing budgets. If you're looking to increase downloads and create a successful podcast, it's important to find ways to differentiate yourself from the pack. One way to do that is to zag when others zig. In other words, try doing things differently than what everyone else is doing.
One of the most common ways that podcasts are produced is by recording pre-recorded episodes. While this has been the tried and true method for podcasters from the start, it's also an opportunity to do things differently. For example, you could experiment with live streaming your podcast, either through social media or a dedicated platform like Twitch. This would allow your listeners to interact with you in real-time and give you an opportunity to create a more engaging experience.
Another way to stand out is to record your podcast in person. While it's common for podcasts to be recorded remotely, there's something special about the energy and chemistry that comes from recording in person. This can be especially effective if you have co-hosts or guests on your show. You could even consider recording your podcast in front of a live audience, which would give you the opportunity to interact with your fans in a more personal way. I actually did this at Hubspot's Inbound conference in 2019 when I interviewed Facebook marketing expert Mari Smith. It's the only time that I recorded with a live audience. It was scary and fantastic. I highly recommend it.
In addition to these production techniques, there are other ways to zag when others zig. For example, you could focus on a niche topic that isn't being covered by other podcasts. Alternatively, you could take a contrarian approach to a popular topic, offering a unique perspective that challenges conventional wisdom.
Avoid These Podcast Pet Peeves
Episode 40
Wednesday, February 8, 2023 • Duration 05:35
After ruminating on my podcasting pet peeves (I’ll share them at the end), I searched Reddit, Twitter, and Facebook to find out what bothers podcast listeners the most. There were commonalities and upvotes that we can use to improve our podcasts. It turns out that listeners do not just want to be entertained, educated, or inspired, but they want podcast creators to respect them and their time.
Here’s what I found.
TOP 10 PODCAST LISTENERS’ PET PEEVES:
Uneven audio levels (especially louder ads)
Too much rambling banter at the start
Poor audio quality
An interviewer who interrupts their guest
Mouth noises (lip smacks and clicks)
Host’s lack of preparation
Going off topic for too long
Inside jokes
Too many ads
Mentioning books, articles, etc., but not including in the show notes
While I’ve heard creators say that content quality trumps audio quality, listeners’ most frequent complaints focus on uneven volume and poor audio quality. Uneven audio within a podcast episode that requires the listener to constantly adjust the volume is a big turnoff. Also, having your podcast episode too soft or too loud compared to other podcast episodes is also a problem. While commercials on television often boost the volume to make up for you heading to the kitchen for a snack, podcast listeners do not appreciate loud ads played in their earbuds. Quality is most important but do not pass on a relatively easy fix to keep your listeners happy.
Solution: Manually fix audio levels in your DAW. There are also very useful plug-ins and tools that can help.
What We Can Learn From Marc Maron's Three-Year Deal with Acast
Episode 29
Wednesday, June 1, 2022 • Duration 04:54
Marc Maron has struck a three-year deal with Acast to host, monetize, and distribute the comedian’s hit podcast, WTF With Marc Maron.
Comedian Marc Maron launched “WTF” in 2009.
1,335 episodes have been published, with new ones coming out twice a week.
The show gets about 55 million listens per year.
Wow, that is a platform. And platforms are worth money.
For example, former late-night host Conan O’Brien recently sold his podcast company to SiriusXM for a reported $150 million.
In May 2020, Spotify announced a licensing deal with Joe Rogan to host The Joe Rogan Experience, exclusively on the streaming platform, for what insiders say was a three-and-half-year deal worth at least $200 million.
Spotify’s exclusive deal meant that Joe Rogan fans could only listen to or watch JRE from the Spotify app. Shows were removed from YouTube and all other platforms.
Generally, being on fewer platforms means sacrificing listeners who do not want to migrate to an exclusive app. For $200 million, Joe deemed it worthwhile!
I’m curious, what would your number be?
Going a different route, WTF With Marc Maron will be hosted, monetized, and distributed via Acast. Notably, WTF will continue to be available on all major podcast platforms.
“Entering into a partnership with the podcast giant Marc Maron is a big win for Acast and for the open podcasting landscape, as this deal guarantees that the podcast can continue to be listened to by everyone, everywhere, and on their preferred listening platform,” Ross Adams, the CEO of Acast, said.
Deal Highlights:
WTF will offer bonus content, merchandise, and live event offerings via Acast+, the podcast company’s subscription service.
EXPERIMENT LIKE A SCIENTISTBUILD A PLATFORM
The Podcast Advertising Market Surpassed $1B in 2021
Episode 28
Wednesday, May 18, 2022 • Duration 04:46
“And all this science I don’t understandIt’s just my job five days a weekA rocket man” ― Elton John // Bernie Taupin
During your podcasting journey, you’re bound to feel a bit lost.
Things have been a little crazy for me recently.
After many close calls, COVID got my family last month.
I’ve caught 6 mice in my house in the last 10 days.
My dad just returned home after a stint in the hospital. (Being a self-appointed patient advocate is exhausting.)
The stock market is correcting.
I foolishly tried running across my retaining wall yesterday in the pouring rain, slipped, and fell 4 feet onto the wet grass below. I tried to gracefully execute a ninja roll, but I looked more like the victim of a ninja who had kicked me off the wall.
My pipeline of podcast interviews went down to zero.
None of this appeared in my social media highlight reel, by the way.
May is Mental Health Awareness Month so be sure to take time for yourself, if you need it.
If you fall, literally or figuratively, pick yourself up and hope the neighbors didn’t see you. Lucky for me, karate men bruise on the inside. And mud washes out of jeans easily.
“Your assumptions are your windows on the world. Scrub them off every once in a while, or the light won’t come in.”― Isaac Asimov
The word for this post is “open.”
Be open to unexpected guests.
Be open to new ideas.
Be open to being uncomfortable.
Publishing a podcast regularly can be a slog sometimes. Being open to new things can keep things fresh — in a good way.
I’ve talked previously about striving to get 100 nos in a year. This can push you to invite more guests and to reach higher.
Since May is Asian American and Pacific Islander Heritage Month, I decided to try something I’ve never done — attempt to book 4-5 AAPI guests.
I proudly report the following:
No: Margaret Cho, Ali Wong, Ronny Chieng, Nims Purja
Maybe: Michael Paul Chan
Yes: Etta Lau Farrell, Steven He
If you don’t know Etta (I didn’t), she is the wife of Jane’s Addiction frontman Perry Farrell, a long-time dancer for the band, and backup singer. She just released her debut single.
It’s unexpected so I’m going with it!
I’m excited to interview Steven He. Emotional damage!
About 20 of my invites remain unanswered so I still have work to do. Wish me luck.
Monetization is always a hot topic for independent podcasters. It’s doable but can be hard.
If you’re monetizing your show, how are you doing it? Hit reply, I’d love to hear from you.
Rebrand a Podcast Because Consistency Is Not Enough
Episode 26
Wednesday, April 20, 2022 • Duration 03:41
“Creativity is thinking up new things. Innovation is doing new things.“― Theodore Levitt
Pivot is a popular word in the start-up world. A pivot means fundamentally changing the direction of a business when you realize the current products or services aren’t meeting the needs of the market.
It’s a fact that most entrepreneurial firms fail. For an entrepreneur, the idea that you can pivot and survive is critically important.
Since most podcasts podfade, we’d better pivot too.
This week, I read Carrie Caulfield Arick’s piece entitled, “F*ck Consistency. I’ll take quality over it any day of the week. Fight me.” It was good to get a different perspective on the 3C’s of podcasting: content, consistency, and community. Carrie says the podcast industry is too rigid in putting consistency first.
It got me thinking. Publishing for the sake of consistency may make us less likely to listen to our audience and less willing to pivot.
How often have you made significant changes to your show? Probably not often enough.
I’ve been publishing weekly for 4.5 years without taking a break. Seasonal breaks would provide time to listen, reflect, and refresh. I admit that my weekly production schedule does not give me much time to think or act strategically.
Consistency is meeting expectations in the present. We are told that listeners come to expect a new episode on a regular schedule. They thrive on consistency and predictability so it’s essential that you deliver it if you want to grow your audience.
But has your growth stalled? Have your downloads plateaued?
Here is the problem.
If you are only consistent and not innovating, you will get the same results.
How to Get Booked as a Guest on Podcasts
Episode 25
Wednesday, April 6, 2022 • Duration 05:42
Today, I deleted 3,300 emails from my inbox. 5,748 unread messages stand between me and inbox zero. Oh dear.
I’ll come back to my disastrous inbox later, but first…
You want to grow your podcast, right?
Many podcast gurus say the best way to grow your podcast’s downloads is to guest on other podcasts. Why? Because you’re getting in front of listeners who already listen to podcasts.
Here’s where 2.4 million active podcasts in Apple Podcasts are a really good thing. Even if only 21% have published within the last 90 days, that leaves hundreds of thousands of podcast hosts eagerly looking for guests.
The challenge is they’re not looking for just any guest.
You’re going to have to pitch yourself to tell them why you’re a great guest.
One of the quickest places to start is a guest-host matching platform like Podmatch. Register for free and create a guest one-sheet.
The Podmatch algorithm will immediately start recommending podcasts for you based on your guest profile. You can send your pitch and when a host accepts, it can be scheduled within the platform. It’s that easy.
For a more targeted effort, I recommend using Listennotes or Podchaser to search for podcasts based on your podcast’s topic.
While you might be able to land a guest spot on The Tim Ferriss Show, your time would be better spent starting smaller.
Listennotes has a cool Listen Score (LS) that estimates the popularity of a podcast and a Global Rank that ranks the LS relative to the total podcast universe.
While you’re at it, it might be fun to look up your own podcast.
T
ONETIZATION STRATEGIES FOR PODCASTERS
For those looking to monetize their podcasts, there are numerous avenues to explore:
Advertising and Sponsorships: While recent layoffs at major platforms might suggest a slowdown in advertising revenue, independent podcasters are still attracting sponsors. By cultivating a dedicated audience and producing high-quality content, podcasters can command competitive advertising rates or secure sponsorship deals with brands aligned with their niche.
Crowdfunding and Patronage: Platforms like Patreon have empowered podcasters to monetize directly from their audience. By offering exclusive content, merchandise, or behind-the-scenes access, creators can incentivize listeners to support them financially. This model not only provides a steady stream of income but also fosters a deeper connection with fans.
Merchandise Sales: From t-shirts to mugs to stickers, merchandise sales offer another revenue stream for podcasters. By leveraging their brand and creating unique, appealing products, creators can turn their listeners into loyal customers while generating supplementary income.
Live Events and Ticket Sales:...
Marketing and Promotion
Even the best podcast cannot succeed without effective marketing and promotion. This means utilizing social media, email lists, and other forms of marketing to reach new listeners. It also means collaborating with other podcasters or influencers to expand your reach. Don’t be afraid to promote your podcast aggressively, as this is the only way to grow your audience.
In conclusion, while consistency is essential, it’s not the only factor that determines the success of your podcast. Quality content, authenticity, an engaging host, consistent quality, and effective marketing and promotion are equally important. By focusing on these factors, you can create a podcast that stands out and attracts a loyal following of listeners.
I really enjoyed this LinkedIn post from Rob Greenlee, Founder and CEO of Spoken Life Media. It seems the pendulum is swinging back in favor of the independent podcaster who can be a lean and mean showrunner.
It reads...
Podcasting is heading back to its roots now with the down economic environment - independent content creators and lower cost niche targeted content production is now the opportunity to grow a new show as big media content creation that has overspent on content is being reset.
Power shift to the independent creator again as big media companies...
Ultimately, the key to standing out with your podcast is to be authentic and true to yourself. Don't try to mimic other successful podcasts just because they're popular. Avoid common listener pet peeves and overused podcast phrases. Instead, focus on creating a show that reflects your own interests, passions, and expertise. Lean into you, the creator, because you make your podcast unique. You are your podcast's secret sauce. If you're passionate about what you're doing, your listeners will be able to tell, and they'll be more likely to stick around.
If you want to grow your podcast audience, it's important to find ways to stand out from the crowd. I'm suggesting one way to do that is to zag when others zig. By experimenting with different production techniques, focusing on niche topics, and staying true to yourself, you can create a podcast that is truly unique and engaging. With persistence, dedication, and a little bit of creativity, you will build a loyal audience and establish yourself as a podcasting powerhouse.
How is your podcast unique so it stands out?
Auphonic is a fantastic tool for leveling and normalization that uses AI-based audio algorithms.
Listeners want a podcast episode to deliver on its promise. That means getting to the meat of the content quickly, without too much rambling or going off-topic for a long time. If you host an interview show, this requires preparation so that you ask questions that listeners want to hear answers to, not interrupting or talking over your guest, and not spending too much time on inside jokes.
Solution: Follow the British Army adage: Proper Planning and Preparation Prevents Piss Poor Performance. Follow the 7 Ps and the payoff will be a stronger podcast.
Big microphone – Not sure if I’m in the minority here but the proliferation of big microphones onscreen bothers me. I’m all for great audio and understand that being close to the microphone / proper technique helps a lot; but for some reason, I do not like it when the microphone dominates the visual. Perhaps I’m just realizing that I’m a podcasting pacifist and protesting against the microphone arms race. P.S. I like the Shure SM7b but do not have one. Maybe it’s mic envy
Opening with, “Tell us about yourself.” – This one is controversial if you do it. My rationale for not opening with this is that I have yet to find a journalist or TV talk show host that opens with this question. In my opinion, it is a weak way to start an...
The WTF back catalog, currently available without ads on SiriusXM’s Stitcher Premium, will be moved over to the open feed.
A “small portion” will be paywalled on Acast+.
Advertisers will be able to place dynamic ads or use Acast’s in-house team for premium spots that will appear on Maron’s show.
WTF also hopes the Acast partnership will help grow the show’s international listenership.
Big podcasts with lots of downloads can sell lucrative ad spots, but they too are experimenting.
Open podcasting vs exclusivity.
Paywalled bonus content.
Dynamic ad spots and Premium spots.
These ideas can inspire the niche, independent podcaster too.
Figure out which advertisers (sponsors and affiliates) would most benefit by reaching your audience. Make a pitch deck and earmark times to consistently sell your podcast to advertisers.
Be willing to experiment by offering different packages and campaigns to see what works.
Don’t shortchange your podcast by just thinking of it as a podcast. Build a platform.
Celebrity podcasters are taking advantage of the opportunities arising from the decentralization of content. But you do not have to be a celebrity.
Today is the Golden Age of the creator and one reason is that you have countless distribution channels at your fingertips.
You can ideate and execute episodes more nimbly than ever as a solo creator or small team.
Seize the opportunity to build a loyal audience.
How can you do that?
Follow the data
Know your target listener and look at your analytics to see what episodes performed well. Are there topics that you should revisit or go deeper into?
Be authentic
Your audience knows and trusts you. Lean into your brand and...
Do what you can.
If you cannot. that’s okay too.
Your podcast is valuable. If you want to monetize, it is critical that you create engaging content and drive audience growth. Many experts will tell you that it should be in that order.
Podcast advertising is growing like a rocket defying gravity.
For the first time ever, the podcast advertising market surpassed $1B in 2021.
Revenues increased 72% YoY to $1.4B and are forecasted to exceed $2B in 2022 and almost triple by 2024 to over $4B.
Podcast advertising grew 2X faster in 2021 (+72%) than the total internet ad market (+35%).
Podcast advertisers are not only seeing the benefits of brand-building and driving business outcomes, but they are getting more sophisticated.
In 2019, dynamically placed ads made up less than half of the podcast ad market. That has changed. Last year, 84% of ads were dynamically inserted into podcasts.
Advertisers are using technology to manage campaigns that target listeners based on location, age, and gender. Further, there are better methods for advertisers to track the effectiveness of their ads.
The rapid growth makes sense. If advertisers can better...
IMHO, here are three ways:
Sponsorships – I’m not talking about MailChimp, Squarespace, or Blue Apron. Leave those to the big download shows. If you’re small and your niche, you can proactively approach businesses that sell a product or service that fits your audience’s needs. Price a quarterly or 6-month campaign according to the value of your niche listenership, not by your number of downloads. Ask enough prospects, and you can land sponsors.
Affiliate marketing – This one is working for me. Again, the key is to find products or services that your listeners could use. Mention a link or code for listeners to support your podcast, and the affiliate partner will pay you a percentage of sales. Pro tip: higher ticket items can be better. My top seller is an $80 side hustle how-to manual that pays out 40%. That’s much better than Amazon book links that pay a few cents.
Sell your own product – Because you are building trust with your listeners, you have a great opportunity to sell them things like your course or one-on-one coaching. This is a popular one because it works. It tends to be a higher-ticket item so the potential revenue can be meaningful.
Should you ask guests to pay to be on your show? This one can be controversial.
John Lee Dumas of Entrepreneurs on Fire charges some guests a $3,500 appearance fee. You can place a PayPal link on your booking page requiring a guest to pay. I do not know about you; but if I were a potential guest, a surprise “marketing fee” would turn me off.
I’ve heard of podcasters charging PR companies $100-200 to book their clients. On the higher end, I know of a podcaster who successfully offers a VIP red rope package to PR firms. For $500, PR firms get their client’s episode moved up in the production schedule, social media...
Another thing we tend to do as podcasters is emulate bigger podcasts. What if like some big corporations, big podcasters are too content with where they are and at risk of losing touch with their rapidly changing environment. Think Blockbuster, Radio Shack, Toys R Us – retail leaders that collapsed in the last decade.
Indie podcasters have a tendency to follow established behaviors that may have at one time brought success. What if they now result in failure? Our time is too short to be another me-too, water-downed podcast.
We must be nimble podcasters who are willing to push boundaries and disrupt ourselves.
Innovation is meeting expectations in the future.
For an example of a podcast pivot, I present my friends Steve and Veronica. After publishing 108 episodes of Pod Sound School, they’ve done the unthinkable and said goodbye to their beloved podcast.
As full-time content creators and business owners, they explain that they’ve grown out of their podcast. They realized that their thing is not only podcasting – it’s just one skill set among many. Case in point, their YouTube channel currently has 55.6K subscribers. They’re fabulous video creators.
They will soon rebrand their podcast as “Content Jefe Podcast by the Pod Sound School.”
This innovation is worth emulating! Analyze your audience and your strengths. Decide where you want to go together.
Pivot!
Mentioned in this episode:
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Remember that the score and rank are just an estimation, but they can serve as a handy guide. I suggest pitching top 10% shows, then 5%, then 1%, until you’re ready for Tim Ferriss.
Your pitch will be unique to you so I’m not going to tell you precisely how to pitch yourself.
Back to my inbox. I receive a ton of guest pitches — including lots of samples of which ones worked and those that didn’t.
In my experience, know the podcast you are going to pitch. After listening to several episodes, you’re ready. Make your pitch concise and to the point.
While every pitch will vary, here are the non-negotiables.
Explain who you are
Tell a great story about what makes you an interesting guest who is qualified to speak on the topic that you’ll bring
Extra points for why you think it will be interesting to the podcast’s audience
If you’ve been a guest on other podcasts, name drop
WHAT NOT TO DO
[Visit podcastgym.com to see the email]
Yes, a few weeks have passed, but my name is still not James!
Further, the pitch is so vague that I have no idea what her “unique insights” might be.
Too much effort to find out more. Next!
[Visit podcastgym.com to see the email]
Uh oh. Tough start.
I get these form letters a lot. This one got my name correct but forgot to fill in for Guest X.
I was always quick to eliminate resumes with glaring errors. I do the same with incoming pitches. Next!
HIS ONE WORKED
[Visit podcastgym.com to see the email]
Jim’s email is short and sweet.
He opened with who he is.
He piqued my interest because he got COVID and his business lost $400,000 in annual recurring revenue. Double ouch!
His story was not only topical, catching COVID during the...
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