School of Podcasting - Plan, Launch, Grow and Monetize Your Podcast

In today's episode, we're going to pull back that curtain on podcasting best practices. And some of these conventions are grounded in logic and proven results, and others might just be myths that we're just blindly following. I explain why I think these are legit, and explain why some of these are not accurate. As always your audience may be different than mine, but based on 20 years in podcasting, these are the just some of the best practices I teach at the School of Podcasting.

Why is Recording a Test Episode before launch a Podcast Best Practice?

1. Authors have rough drafts
2. Athletes have pre-season
3. Actors have dress rehearsal
4. When you publish the first thing you record, you are essentially publishing a "rough draft." Anytime you do something for the first time, it's not as good as the second.

Why is Defining a Clear Topic or Niche a Podcast Best Practice?

1. It makes it easy to create content. If I'm making dinner for a bunch of vegans, I know what I can make and what I couldn't.
2. This makes it easier to market. Now instead of marketing to Vegans, Carnivore, or those who are Glucose Intolerant, etc.
3. You can also lump this in with the advice of "Know your audience."
4. What appears is a downside may be an upside: a smaller but more loyal audience.

Why Is Getting to the Topic ASAP a Podcast Best Practice?

1. Do you have a ton of free time?
2. Look at Netflix, when an episode is over it give you an option to skip the credits and go to the next episode. When you go to the next episode, it prompts you to skip the intro. This leads me to believe it is best to get to the content asap.

Why is Knowing Why Your Are Podcasting a Podcast Best Practice?

1. When a podcaster doesn't get the result they had hoped to receive, they quit (often before their 10th episode).
2. If you were hired by a company to earn more money, and then they paid you the same (or less) would you stay?

Why is Engaging with Audience and Creating a Community a Podcast Best Practice?

1. The previous best practice was "Get to know your audience." This is how you get to know them.
2. This can be on social, email, anyway you can interact with your audience you should do it.

Why is Prioritizing Sound Quality a Podcast Best Practice?

1. You want it to be EASY to consume your content. You don't want the audience to strain to consume your content. Reverb or "room noise" can become a serious issue when the listener is in a car with the noise of the tires on the road. Think of it this way,  smear vaseline on your glasses and try to watch something. You can do it, but it takes extra effort. We need it to be EASY
2. Even in videos, the key ingredient is not lighting but audio. If I can see you but can't hear you what's the point.
3. You don't need to spend thousands of dollars on equipment. You can get started with a Samson Q2U microphone. If you want to do video, you can get a pair of Rode Wireless Micro microphones and use your phone as a camera.

Why is Knowing What You're Going to Say Before Your Press Record a Best Practice?

1. I always say, less planning equals more editing. This can lead to it taking longer to produce an episode
2. While you want it to feel conversational like a phone call with your best friend, it is a performance for a global audience.
3. Without focus, you again tend to ramble, repeat...

Podcasting is a wild ride, and who better to ride along with us than Cassian Bellino? She's got this killer attitude that turns failures into stepping stones. Seriously, if you think you need a perfect setup to start podcasting, think again! Cassian talks about how she built her Instagram following to over 113,000 by just being herself and sharing her journey. It's not about how many people listen or follow; it’s about the fact that you’re doing what you love. We dive into the nitty-gritty of social media strategies, like how she engages her audience and drives them from Instagram to her podcast. And let’s be real, if you’re not experimenting and embracing the cringe, are you even trying? So, whether you’re just starting out or looking to level up your podcast game, this episode is packed with gems that remind us it’s all about attitude, authenticity, and that sweet, sweet journey of learning.

Takeaways:

• Cass's secret weapon for success isn't her tools, but her killer attitude that keeps her going.
• In podcasting, it's essential to embrace failure as a learning experience, not a setback.
• Even if nobody listens, keep podcasting for yourself and the joy it brings you.
• Automations and social media strategies can effectively funnel your audience back to your podcast.

Links referenced in this episode:

• schoolofpodcasting.com
• bibspeak.com
• Instaclub - learn Instagram
• Stampede Social
• Manychat

Mentioned in this episode:

Check Out Dave's Newsletter With Behind the Scenes Content

In each issue of Podcasting Observations, I share my thoughts on what is happening in the podcasting space, my latest content, and things that have caught my eye. I also may ask for your opinion. Join the free community

Podcasting Observations

Help Dave Shape the Show

I want to make this show your favorite podcast about podcasting. I can't do this without you. This will be a live virtual meeting where you can help me shape the content of this show. You can let me know what I'm doing right, and what needs some polish. I look forward to meeting with you and others and hearing your feedback. Go to www.schoolofpodcasting.com/kitchen (or click the link below)

Podcast Kitchen

Live Appearances

I would love to see you! You can see where I'm going to be using the link below. If you would like me to speak at your offline or online event, contact me at www.schoolofpodcasting.com/contact

Where Will I Be?

Question of the Month

How many episodes do you listen to in a week? And of those episodes how many different podcasts are there? I need your answer by October 24th. Don't forget to tell us a little about your show and your website address.

Question of the Month

The past year we've lost some great people in the podcasting family. Neil Guilarte and Todd Cochrane both died suddenly with no warning. If you're not prepared, you leave your family in a lurch adding to the stress of your passing. I bring on The Podcast Lawyer Gordon Firemark to explain some of the ins and outs (Gordon doesn't do wills and such, but can explain the process). As law change based on location you may want to hire someone locally, or use an online tool that adjusts to your location.

Takeaways:

• If you don't have a will, your podcast may not end up where you want it to.
• Dying without instructions for your podcast can lead to chaos for your family.
• Setting up a will or a plan for your podcast is just plain smart business.
• Don't wait until it's too late; get your podcast plans in order now.
• Having a podcast prenup can save your loved ones from a lot of headaches later.
• Make sure your family knows how to access your podcast info if you suddenly vanish.

Mentioned in this Episode

• School of Podcasting
• Gordon Firemark
• Gordon's YouTube Channel
• 1password
• Bitwarden
• Article by James Cridland from Podnews
• Law Depot

Mentioned in this episode:

Question of the Month

This month's question comes from Todd the Gator of the Gaurdian Downcast (guardiandowncast.com). He wants to know: How long did it take to go from idea to podcast? Also how long did it take to find your community? I need your answers by September 26th

Question of the Month

Live Appearances

I would love to see you! You can see where I'm going to be using the link below. If you would like me to speak at your offline or online event, contact me at www.schoolofpodcasting.com/contact

Where Will I Be?

Help Dave Shape the Show

I want to make this show your favorite podcast about podcasting. I can't do this without you. This will be a live virtual meeting where you can help me shape the content of this show. You can let me know what I'm doing right, and what needs some polish. I look forward to meeting with you and others and hearing your feedback. Go to www.schoolofpodcasting.com/kitchen (or click the link below)

Podcast Kitchen

Growing a podcast isn’t just about hitting record and hoping for the best. If you’ve been tuning in, you know we’re all about making remarkable content that actually resonates with listeners. Last week, we dug deep into what successful shows are doing differently, and trust me, it’s not rocket science. It’s about conversation, not just broadcasting.

Today, I’m sharing free tools and insights to help connect with your audience better and some juicy news from Spotify that might just change the way you think about your podcast. Spoiler alert: it’s not all sunshine and rainbows.

I looked at some of the big names in the biz and guess what? Most of them have one thing in common — they interact with their listeners. They don’t just talk at you; they want to talk with you. We’re talking newsletters, voicemails, and even knowing the eye color of your audience. Because if you can relate to your listeners on that level, you’re doing something right. I even had a hilarious blunder with my email list that turned into a goldmine of feedback — the kind of feedback that makes or breaks your show. So, if you’re still wondering why your podcast isn’t growing, it might be time to roll up those sleeves and get face-to-face with your audience, even if it’s over Zoom.

The best way to find out what your audience wants is to ask them. I’m inviting you into my podcast kitchen to help shape future episodes. Because at the end of the day, your podcast should feel like a recipe that everyone can enjoy together. Join me for a live chat on October 16th where we’ll dive into what you want to hear, and let’s make this show the best it can be. Remember, if you want to grow, you have to listen first. Now, go out there and start those conversations!

Tools To Get In Touch With Your Audience

You could do this via

I am still in shock about the loss of Todd Cochrane.

I just saw him a few weeks ago 30 lbs lighter and looking great. I've known Todd for 20+ years. The man who wrote the very first book on podcasting. In looking for pictures, I only have this one in a group. Why? Because you always think a person will be there to do it next time.

Todd was a character. Unique. There will never be another one. At every event I would end up at a table with Todd, "The Robs" (Greenlee and Walch) and other OGs. Always great to catch up and share insights with the goal of making sure the podcast space was doing OK.

I will remember Todd as the courageous advocate of the independent podcaster. At one point he would get deals by grouping shows together. This was a HUGE nightmare of paperwork, but he wanted to see the "indies" make some money. I was one of those indies, and it was one of the first times I made money with a podcast. That wouldn't have happened without Todd.

On a recent show he talked about he wouldn't do a deal where the podcaster made less than 70%. Other companies are taking deals of 50%. Not Todd. The podcaster must be paid.

I loved that he had a wider view of the podcast space as the CEO of Blubrry and was always sharing what he saw. My favorite phrase to hear Todd say was, "I probably shouldn't say this but..." because you knew what was coming was a doozy. When you hear the stat, "Most podcasters don't make it past episode seven" that was first delivered by Todd Cochran. He was always open to share so if there was a problem so we could all solve it together.

Todd was the man behind the People's Choice Podcast Awards. When some shows didn't win, he received death threats. Did it stop him from holding the awards next year? No. Todd earned next to nothing for doing those awards, but did it for the indies (noticing a pattern yet?). Lots of work for next to no pay as long as the indie would benefit.

One of my favorite memories of Todd was way back at the New Media Expo. There was an off site party at a bar. I was running the podcast track, and got there late. The bar was at the top of a slope, so I was walking up this slight hill as Todd exited the bar. I believe the ol' sailor had consumed some spirits.

Todd had not made it down the two or three steps to the parking lot, so there I was gazing up at Todd who looked 10 feet tall. They had been talking about bigger companies getting into podcasting. Before I could even say hello, Todd raised his fist in the air and shouted, "There is a fox in hen house boys! VIVA LA REVOLUTION!"

So there he was, larger than life, fist in the air, up against the dark Vegas sky fighting for the indies.

There will never be another Todd Cochrane.

RIP My Friend.

Todd's Presentation from the New Media Expo 2015 - Reflections on 10 Years of Podcasting

• Todd Cochrane shared insights from 10 years of podcasting, covering 1024 episodes
• Spent 7,291 hours (303 days) creating content
• Emphasized the importance of audience relationship and engagement

Key Topics:

Audience Relationship

• Concept of "Ohana" (family) - treating listeners like close family
• Building trust and personal connection with audience
• Sharing personal stories and being authentic

Podcasting Journey

• Started in 2004 after a military injury
• Grew from zero to 45,000 listeners within 60 days
• Developed relationships with sponsors (e.g., GoDaddy for 10 years)

Monetization

• Showed actual earnings from podcasting
• Discussed sponsorship models (CPM, flat rate, CPA)
• Emphasized creating value for sponsors

Podcasting Challenges

• Need for accurate download statistics
• Importance of content...

Over the 20 years there are certain questions that get asked over and over, and today I share my thoughts on How Do I Grow My Podcast Audience? The part that will get me in hot water, is I'm pointing my finger at your content (and delivery).

Get the Remarkable Episode Checklist

Who and Why

When it comes to growing your podcast, there are two things that drive the content and the first one is who is your audience. It can’t be “everybody” and it can’t be “men 25 to 50” as there is a big difference between those two men. There is one situation that I’ll talk about in a minute that is an exception.

The Three R’s

Relative Content: Shows the audience, ““I understand where you are, and here’s something useful for you today.”

Remarkable Content: Create episodes worth talking about or sharing.  A good podcast reliably informs or entertains with quality, while a remarkable podcast emotionally connects, inspires, and leaves a lasting impression through exceptional storytelling, unique content, or innovative presentation

When you have relative, remarkable content it resonates with your audience (and they tell a friend).

Examine Your Show

podcastsconnect.apple.com and creators.spotify.com allow you to check your completion rate.

Community, Community, Community

You can use tools like Heartbeat, Systeme, and Circle (Systeme has a free version) to build a community.

How many checks does your episode check on the Remarkable Content Checklist?

Create a survey for your audience (to find out what they want, and how you're doing delivering value). Podpage has a built in survey based on the book The Audience is Listening by Tom Webster ( a must read).

More Ways to Grow Than Downloads

Your podcast leads to relationship which lead to opportunity.

Your network grows.

You can become THE person in your niche - if you don't quit.

Feel Like Giving Value Back?

Say thanks by giving back (it makes you feel wonderful)

Mentioned In This Episode

• Growthinreverse.com
• schoolofpodcasting.com
• Podcast Hot Seat
• castahead.net

Outsourcing for your podcast is a bit like dating—you have to kiss a lot of frogs before you find your prince (or princess). This episode gets into the nitty-gritty of hiring help for your podcast, featuring stories from our listeners who’ve been there, done that, and got the t-shirt (or the horror story).

Kim Newlove shares her success with hiring a coach and how that investment paid off in spades. On the flip side, York's experience is a cautionary tale about the perils of hiring without doing proper research. It’s a mixed bag of outcomes, and we’re here for all of it. We also explore the broader theme of investing in your podcast and the balance between saving money and getting quality help. After all, sometimes you gotta spend a little to save a lot—like time, sanity, and the integrity of your podcast. Tune in for laughs, lessons learned, and a whole lot of real talk on the do’s and don’ts of podcast hiring.

Need Help Finding an Editor?

If you need help finding an editor use THIS LINK which will go to Steve Stewart who co-runs the Podcast Editor Academy and he will send your information to people in that group. 

Takeaways:

• Hiring help for your podcast can feel like tossing cash into a bonfire, trust me on that.
• Not every graphic designer is a wizard; sometimes they just wave a magic wand and call it a day.
• If you think a cheap website designer will give you a Gucci site, you’re dreaming, my friend.
• Outsourcing editing can be a lifesaver, especially if your vacation plans involve avoiding the editing cave.
• Remember, folks, you either pay in time or in money, so choose wisely, even if it hurts.
• Always check the credentials of the person you hire for your podcast; a fancy title doesn’t mean they won’t mess everything up.

Links referenced in this episode:

• schoolofpodcasting.com
• podcastbranding.co
• thepharmacistsvoice.com
• perrysburgpodcast.com
• welcometoearthstories.com
• askralph.com
• mediavoiceovers.com
• sounddogs.com
• tunereel.com
• podpage.com
• schoolofpodcasting.com
• podcasthotseat.com
• empoweredpodcasting.com
• marriedandloveit.com

Mentioned in this episode:

Question of the Month

How many episodes do you listen to in a week? And of those episodes how many different podcasts are there? I need your answer by October

Coming back from Podcast Movement, I've got a story that really drives home the point that nothing beats face-to-face networking. I mean, sure, we can all hop on Zoom and pretend we're connecting, but when you're actually sharing a meal with someone or just hanging out, that's where the magic happens. It's like the difference between texting your buddy and grabbing a beer – one is okay, but the other is where real connections are made. And let's be honest, who doesn't want to make meaningful connections while stuffing their face with overpriced convention center food?

Takeaways:

• Networking in person is way better than any online stuff, seriously, just trust me.
• Most podcasters are totally wasting their listeners' time with a simple fix in editing.
• Chapters are a cool tool to help listeners skip to what they actually want to hear.
• If you want your podcast to grow, you might need to jump into the Podcast Hot Seat.
• Cutting out unnecessary parts of interviews can save time and keep listeners happy, who knew?
• Feeling overwhelmed when starting a podcast is totally normal, like, welcome to the club.

Links referenced in this episode:

• schoolofpodcasting.com
• podcasthotseat.com
• tuulie.com
• Social Media News Live with Jeff Sieh
• Walt Disney World Radio with Lou Mongello

Mentioned in this episode:

Live Appearances

I would love to see you! You can see where I'm going to be using the link below. If you would like me to speak at your offline or online event, contact me at www.schoolofpodcasting.com/contact

Where Will I Be?

Join the #1 Podcast Education Site - The School of Podcasting

Adam Curry is the co-founder of Podcasting (and the co-host of the No Agenda Show). When asked about learning how to podcast Adam said, "The place to go with the guy who has taught more people how to podcast than anybody I know - Dave Jackson, School of Podcasting.com"

School of Podcasting

Question of the Month

How many episodes do you listen to in a week? And of those episodes how many different podcasts are there? I need your answer by October 24th. Don't forget to tell us a little about your show and your website address.

Question of the Month

I've known Dave Hooper (host of Build a Big Podcast and Author of Big Podcast) since he put on the radio for the first time on Music Business Radio. When I heard that Dave had scored a job at Sirius I wanted the inside scoop on what it's like to work there, and what the heck is a "Producer."

Dave explains that he got the job while being in "a funk" and he used that situation to introduce more "real" topics to channel 146 at 7 AM and Road Dog Trucking.

I also share one sentence that jumped out at me from the Taylor Swift appearance on the new heights show.

Takeaways:

• Ever wondered what it’s like at Sirius Satellite Radio? Well, buckle up, buddy, because David Hooper is here to spill the tea on some wild stories, including a hilarious instance of dead air that’ll make you cringe. Seriously, it’s gold.
• So, David’s job is basically a mix of five different roles. I mean, booking guests, prepping shows, running the board, cutting promos—what's next, making coffee? It’s a circus behind the scenes, folks!
• We all know live radio can be a hot mess, right? David shares how he’s had to dust off some old skills and navigate the chaos of live broadcasting. Spoiler: mistakes happen, and dead air is just part of the fun!
• Turns out, podcasting and satellite radio aren’t that different after all. Both have their own unique challenges, but the real magic lies in connecting with the audience and building that sweet community vibe.
• David’s new gig at Sirius has taught him some serious life skills, like staying calm and collected under pressure. Who knew being a radio producer would be like a masterclass in Zen?
• At the end of the day, it's all about community and connection. David’s show is like a virtual truck stop, bringing people together to chat about everything from addiction to marriage on the road. Seriously, where else can you get that kind of therapy?

Links Mentioned

Build a Big Podcast

Big Podcast Book

Channel 146

School of Podcasting

Power of Podcasting

Mentioned in this episode:

Help When You Don't Know Where To Start

I get it. I talk to people looking to launch or grow their podcast. "“There’s too much gear/software — I don’t know what I need.” Microphones, mixers, hosting platforms, editing software — it’s easy to get lost. Analysis paralysis kicks in fast. I help podcasters. I've been doing it 20 years. Let me help. Dave Jackson schoolofpodcasting.com/join

School of Podcasting

Live Appearances

I would love to see you! You can see where I'm going to be using the link below. If you would like me to speak at your offline or online event, contact me at www.schoolofpodcasting.com/contact

Where Will I Be?

Question of the Month

How many episodes do you listen to in a week? And of those episodes how many different podcasts are there? I need your answer by October 24th. Don't forget to tell us a little about your show and your website address.