Audience

Today I’d like to talk about creating your own subscription podcast without the middle man taking a cut of your revenue.

Before we get too far down into the blueprint for monetizing your podcast, there are some hard requirements I’m mentioning in this episode:

What’s your knee-jerk reaction when you hear that the average podcast ad rates are $25 per 1,000 downloads? If you’re like most of us, your podcast is barely hitting 500 downloads per episode — you can’t even buy a cup of coffee let alone that new Porsche.

Most advertisers are looking for the largest audience possible, not the most valuable audience possible. That’s a topic for a different podcast.

When it comes to earning revenue, if you’re a brand new podcaster or a veteran with a niche audience, going by industry standard advertising isn’t going to make us rich.

Then there’s the quality and experience factor.

Don’t get me started on automated ad insertion from larger ad networks or other podcast hosting companies. Not only are we giving up control of the ad quality, it’s an abrasive experience for the listener. A 2020 report from Nielsen shows that host-read ads perform better anyway. Host-Read Podcast Ads Pack a Brand Recall Punch – Nielsen

If you’re going to do ads, you might as well sell them direct and read them on your own show. Again, different podcast episode for a different day.

I rarely thank Apple for much in podcasting these days, but I am thankful that this 2.6 Trillion-dollar company decided to compete with us.

Crazy right?

We’re going through another defining moment for content creators. Just like Facebook and others encroached on our blog traffic, big audio businesses are doing the same to our podcasts.

Apple offers subscription podcasts through their platform at a 30% cut + a $29 annual fee. The kicker? You have to manage your podcast on their website. The content is only available to listeners using Apple podcast app.

As a creator, you’re suffocating your total possible reach. Apple is making my case for me.

Let’s get back to that tug of war for your content: We’re building a subscription podcast system that podcasters will love. While Apple and others want you to exist exclusively in their platform, with their fees, and their algorithm — Castos is building a subscription platform that allows you to be anywhere & everywhere.

Here’s the thing: there are no rules; monetize as you see fit.

Want to run ads + have a premium subscription podcast? Go for it. I say however you can monetize your show is good enough for me. It’s a lot of work to get to where you are, I’m not going to hold you back.

Some subscription podcast ideas to get you started:

If you can upload it, you can sell it.

And this is the important part: a subscription podcast doesn’t have to be an extension of your podcast or high-production.

You’re taking a collection of audio and putting it into a podcast feed to sell as a one-time fee or through a recurring payment. You can be as creative as you want with subscription podcasts at Castos.

We recently launched native integration with Stripe.

You can find it in our Automations Engine inside your dashboard. Along with our Convertkit integration, the foundation to growing and monetizing your show is starting to come together.

Connecting Stripe to our Automations Engine means that as soon as a customer buys your product, we send them access to your subscription podcast to the email they used to purchase.

Remember, you can set up us many plans as you want in Stripe, and connect it to any private podcast in your Castos account. Handy if you want to have a few options of audio content to sell, or different tiers of access.

At the top of the show I mentioned the bonus for using Zapier. If you’ve never heard of Zapier it’s a freemium service that acts as the glue between apps on the internet. If you want to send customer information to a CRM or another email provider like MailChimp, you can do that too. Check out our YouTube channel for more ideas.

Stripe produces a checkout link, a typical URL, that you can place anywhere your visitors are headed:

You get the picture. Stripe makes it easy to sell a subscription podcast now that Castos integrates with it natively. Combine that with our free mobile app, and die-hard podcasters should love our solution more than Patreon or Apple.

For flexibility and fees alone.

I think building out your own subscription podcast is a fantastic idea if you are the following podcaster:

Of course, like everything else, it will take some rolling-up the sleeves. Some hard work.

You’ve heard me say it over and over: A successful podcast relies on all of the other things that surrounds it.

The unique premise, the content, and the promotion. Especially the promotion. The easy route is go back and throw your podcast in an advertising algorithm. You won’t have to think about it or work hard to sell your thing. But you’ll also get paid the least. $25 dollars for every 1,000 downloads if you’re lucky.

Your subscription podcast’s success will rely heavily on your ability to create something someone wants or sees the value in supporting you as an independent creator.

And your marketing chops. How good are you at identifying the right audience to promote to?

For me, it’s putting the control and the creative back into my hands, with no middle man. That’s why I love podcasting and that’s why I love subscription podcasts at Castos.

But hey, I know I’m bias, I work here. Start a free trial and check it out yourself at Castos.com or email us [email protected]

On this episode of the Audience podcast, Matt interviews Paulina Salmas from An Eyesore and a Plague podcast. Paulina talks about how Twitter Spaces has changed podcasting and what it’s like to write and perform a scripted non-fiction podcast. Their discussion goes from podcasting to the definition of a village, to Wurlitzer keyboards. Paulina’s passion for history and how things work fuels her podcast and hobbies and it shows in her enthusiasm for the topics. She is a wealth of information when it comes to podcasting, marketing, Wurlitzer keyboards, and urban geography.

If you have any questions about this episode or want to get some of the resources we mentioned, head over to Castos.com/podcast. And as always, if you’re enjoying the show please share it with someone who you think would enjoy it as well. It is your continued support that will help us continue to help others. Thank you so much! Never miss another show by subscribing at castos.com/subscribe.

Today you’ll learn about:

Resources/Links:

An Eyesore And A Plague: https://www.aneyesoreandaplague.com/ 

Eyesore Plague Instagram: https://www.instagram.com/eyesoreplague/ 

Eyesore Plague Twitter: https://twitter.com/EyesorePlague 

Paulina Salmas Twitter: https://twitter.com/paulinasalmas 

Tropical Fish Vintage: https://www.tropicalfishvintage.com/ 

Castos Academy: https://academy.castos.com/ 

Castos, private podcast: https://academy.castos.com/private/ 

Castos, website: Castos.com/

Castos, YouTube: https://www.youtube.com/castos  

Clubhouse video: https://www.youtube.com/watch?v=8729ZpWpmIw 

Chances are, if you're listening to this episode, you produce a podcast. There's a 90% chance that podcast is an interview show. There's a 50% chance you've had a guest on said show that made you exhale a gigantic w-t-f was that when the conversation stopped.

We've all had that guest. They sounded good on paper, but when you hit record, the whole vibe fell flat.

So, the mission for today: share this episode with your potential guest. Because, dear guest, my friend the podcaster here wants the best show possible.

Here are 6 ways to be a better podcast guest.

Number 1: Do some research

Spend some time researching the podcast you're going to be on. Listen to an episode that catches your eye. Read the show notes from the guest interview before you. Heck, download the transcripts and breeze through how our podcaster frames questions.

Anything is better than nothing at all. Especially if you were one of those guests that used a booking agency to get you on the show.

Number 2: Bring the energy but not too much

Be excited to share your story or lesson or moment.

You don't have to over emphasize everything, or even feel like you're putting on a performance. Working off of the energy of the host is key, match them to where they are in _their_ performance.

We don't want answers to silently fade out. It's like eating the empty calories of a bagel. I'll probably get some hate mail for that, but the idea is to deliver on your promise. We're all sharing this precious time together.

Number 3: Say no to AirPods

Never. Use. Airpods. On. A. Podcast. Interview. Ever.

If you plan on appearing across more podcasts, which by the way is great for your brand, invest in a decent USB microphone. The Samson Q2u is a great 60-80 microphone that plugs in via USB.

Number 4: Good lighting for video

Look, I won't tell you to invest in a Mirrorless camera that plugs into usb through a HDMI converter or has native USB-C streaming support, just check your lighting.

You might be anchored to your laptop webcam or one fixed to the center of an iMac, and that's okay, just make sure we can see you. Not too dark, not blown out, play with the lighting in your room if our podcaster is indeed using video.

Bonus points: Buy a USB webcam and a cheap desktop monopod mount to find the best permanent angle. And why not? We're all on web calls these days.

Number 5: Value

Stick to delivering value for the audience.

Give them your best stuff, not your best backstory. Even if our friendly podcaster isn't doing their job to will it out of you, just know, that's what the audience wants. Your expert opinion, action, or take on the subject matter they are there for.

And FYI, I'm strictly thinking about the typical b2b interview show here. Other genre's of shows might require a different softskill or emotion. Your mileage may vary.

Bonus number 6: A call to action

Hey, you're in this for you too right?

Have a solid call to action. Where can you send people after you appear on a podcast? Can you give them more information? A way to connect? A place to learn more about you or your brand.

Come equipped with a URL or a download to extend the relationship. Its best for everyone.

I could go on with more tips and tricks to be a better guest, but these six ideas lay a solid foundation that put you on the path to being a better guest on a podcast -- especially if this is your first time.

Back to you podcaster: want to make sure this gets across to your guest? Aside from sharing this episode with them, start scheduling pre-interviews. It's like stretching before a 3 mile run. You'll be better off you did!

Okay, it's outro time.

What can a soft-spoken painter teach us about podcasting?

In this episode of the Audience podcast, Stuart talks about what we can learn from painting legend Bob Ross. While this beloved artist may have passed away nearly thirty years ago, he is still in the heads and hearts of many people today. 

Stuart talks with Doug Blandy, professor emeritus at the University of Oregon, who has done a lot of work around Bob Ross and his legacy. From books to documentaries, Doug is a Bob Ross expert. Stuart and Doug offer up five lessons that Bob Ross has taught us, which transcend from painting to podcasting.

If you have any questions about this episode or want to get some of the resources we mentioned, head over to Castos.com/podcast. And as always, if you’re enjoying the show please share it with someone who you think would enjoy it as well. It is your continued support that will help us continue to help others. Thank you so much! Never miss another show by subscribing at castos.com/subscribe.

Today you’ll learn about:

Resources/Links:

Happy Clouds, Happy Trees: The Bob Ross Phenomenon: https://www.amazon.com/Happy-Clouds-Trees-Ross-Phenomenon/dp/1617039950 

WTF with Marc Maron: https://www.wtfpod.com/ 

Serial: https://serialpodcast.org/ 

Make Noise: A Creator's Guide to Podcasting and Great Audio Storytelling by Eric Nuzum: https://www.amazon.com/Make-Noise-Creators-Podcasting-Storytelling/dp/1523504552 

Castos Academy: https://academy.castos.com/ 

Castos, private podcast: https://academy.castos.com/private/ 

Castos, website: Castos.com/

Castos, YouTube: https://www.youtube.com/castos  

Clubhouse video: https://www.youtube.com/watch?v=8729ZpWpmIw 

Is Bitcoin an option for podcasters? What should you be doing right now when it comes to monetizing your podcast?

On this episode of the Audience podcast, Matt is talking with Oscar Merry from Fountain. Fountain is an app that allows podcasters to share podcast clips with potential listeners and it allows listeners to support their favorite creators with Bitcoin. Cryptocurrency isn’t just in the future of podcasting, it’s in the present as well. 

Today Oscar talks about Fountain (what they do and how they work with podcasters and listeners), and he educates us on Bitcoin and how cryptocurrency operates. Should you be looking into Bitcoin? How can Fountain help you with your podcast? When should you start thinking about cryptocurrency?

If you have any questions about this episode or want to get some of the resources we mentioned, head over to Castos.com/podcast. And as always, if you’re enjoying the show please share it with someone who you think would enjoy it as well. It is your continued support that will help us continue to help others. Thank you so much! Never miss another show by subscribing at castos.com/subscribe.

Today you’ll learn about:

Resources/Links:

Fountain Podcasts: https://www.fountain.fm/ 

Oscar’s email: [email protected] 

Oscar on Twitter: https://twitter.com/merryoscar 

Boostagram Video: https://www.youtube.com/watch?v=6mKGBtEiq1E 

New Podcast Apps: https://podcastindex.org/apps 

Castos Academy: https://academy.castos.com/ 

Castos, private podcast: https://academy.castos.com/private/ 

Castos, website: Castos.com/

Castos, YouTube: https://www.youtube.com/castos  

Clubhouse video: https://www.youtube.com/watch?v=8729ZpWpmIw 

Do you know how WWII started? How do you incorporate narrative elements into a nonfiction podcast? In what ways can you weave in various sound elements to heighten the podcasting experience for your listeners?

These questions (and more) are answered by Evo Terra (from the 3 Clips podcast) and Michael Trapani (from the How to Start a War podcast). Today’s Audience episode is actually the first episode from the second season of the 3 Clips podcast. In it, host Evo Terra talks with his guest, Michael Trapani about what it takes to put together an effective, powerful, and impactful narrative non-fiction podcast. 

If you have any questions about this episode or want to get some of the resources we mentioned, head over to Castos.com/podcast. And as always, if you’re enjoying the show please share it with someone who you think would enjoy it as well. It is your continued support that will help us continue to help others. Thank you so much! Never miss another show by subscribing at castos.com/subscribe.

Today you’ll learn about:

Resources/Links:

3 Clips Podcast: https://3clipspodcast.com/ 

How to Start a War Podcast: https://www.howtostartawar.com/ 

How to Start a War, Instagram: https://www.instagram.com/howtostartawarpod/ 

Podcast Pontifications: https://podcastpontifications.com/ 

Evo Terra, Twitter: https://twitter.com/evoterra 

War of the Worlds radio broadcast: https://www.youtube.com/watch?v=Xs0K4ApWl4g

The New Adventures of Sherlock Holmes Radio Show: https://www.arthur-conan-doyle.com/index.php?title=The_New_Adventures_of_Sherlock_Holmes_(radio_1946-1947) 

Suspense Radio Drama: https://podcasts.apple.com/us/podcast/suspense-radio-drama/id1114362951 

Castos Academy: https://academy.castos.com/ 

Castos, private podcast: https://academy.castos.com/private/ 

Castos, website: Castos.com/

Castos, YouTube: https://www.youtube.com/castos  

Clubhouse video: https://www.youtube.com/watch?v=8729ZpWpmIw 

Do you have more than one podcast? Have you been reconsidering your podcast goals? How do you continue to innovate (and want to innovate) when you’ve been podcasting for so long?

On this episode of the Audience podcast, Matt and Craig talk about what you can do to hit the reset button on your podcast. Whether you’ve been hosting the same podcast for years or if you’ve been running two or more podcasts, burnout can feel inevitable. 

Today, Matt and Craig talk about what you can do to avoid burnout, continue to stay fresh in the minds of your listeners, and how to keep up with the ever-evolving podcasting industry. They have a plethora of information to keep your show engaging and to keep yourself energetic about your content, from using your competition, to changing up your format, and building a community.

If you have any questions about this episode or want to get some of the resources we mentioned, head over to Castos.com/podcast. And as always, if you’re enjoying the show please share it with someone who you think would enjoy it as well. It is your continued support that will help us continue to help others. Thank you so much! Never miss another show by subscribing at castos.com/subscribe.

Today you’ll learn about:

Resources/Links:

“Social Audio: Clubhouse vs Twitter Spaces” episode: https://castos.com/podcast/social-audio/ 

“The Key To Starting A Podcast Network With Jeff Umbro From Podglomerate” episode: https://castos.com/podcast/podcast-network/ 

3 Clips Podcast: https://3clipspodcast.com/ 

Castos Academy: https://academy.castos.com/ 

Castos, private podcast: https://academy.castos.com/private/ 

Castos, website: Castos.com/

Castos, YouTube: https://www.youtube.com/castos  

Clubhouse video: https://www.youtube.com/watch?v=8729ZpWpmIw 

On this episode of the Audience podcast, Matt talks with Jonathan Jones from the Your Podcast Mentor Show. Today they’re talking about how Jonathan went from public speaker to podcaster and how he utilizes YouTube and his skills as a speaker to grow his audience. 

Jonathan also talks about where you can find your first speaking gig, how he is leaning into YouTube shorts, and how he connects and engages with his audience. Jonathan Jones is a fountain of knowledge when it comes to podcasting, speaking, and engagement. 

Do you feel burnt-out? Are you going through a podcasting slump? Unsure about what direction to go in your new podcast? Whenever you are feeling discouraged, just remember: there is still a lot of season left.

If you have any questions about this episode or want to get some of the resources we mentioned, head over to Castos.com/podcast. And as always, if you’re enjoying the show please share it with someone who you think would enjoy it as well. It is your continued support that will help us continue to help others. Thank you so much! Never miss another show by subscribing at castos.com/subscribe.

Today you’ll learn about: 

Resources/Links:

Jonathan Jones, website: https://jonathanjonesspeaks.com/ 

“How to Handle a Podcast Funk: Ep #17”: https://youtu.be/ye9MX2w707w 

Your Podcast Mentor Show, website: https://www.yourpodcastmentorshow.com/ 

Get Paid with Podcasting: https://www.getpaidwithpodcasting.com/webinar-registration1631562347516 

Your Podcast Mentor Show, Instagram: https://www.instagram.com/yourpodcastmentorshow/ 

Goodpods: https://www.goodpods.com/ 

Castos Academy: https://academy.castos.com/ 

Castos, private podcast: https://academy.castos.com/private/ 

Castos, website: Castos.com/

Castos, YouTube: https://www.youtube.com/castos  

Clubhouse video: https://www.youtube.com/watch?v=8729ZpWpmIw 

How long should a podcast episode be? Do longer episodes have more useful content than shorter ones? Do short episodes cut out all the unnecessary chatter? Making a podcast is more of an art than a science. There’s no magical format that will get you downloads; there is only the format that works for you. For most people, that means they’ll have an awkward trial and error period. To make that period a little less awkward, Stuart brings on a podcaster to share one format that has worked well.

On this episode of the Audience podcast, Stuart talks with Mandy Lehto (from Enough, the Podcast) about episode length, the importance of making every second count, pulling Jenga blocks, and how to effectively use narration. She talks about why she creates Enough, the Podcast and what her goals are. 

With longer episodes, information can get lost in all of the minutes that tick by. But shorter episodes can feel distant. As podcasters, we want to connect with our audience and sometimes that can’t be done with short episodes. So what is a podcaster to do? After all, sometimes you don’t know what the episode is until you record it.

If you have any questions about this episode or want to get some of the resources we mentioned, head over to Castos.com/podcast. And as always, if you’re enjoying the show please share it with someone who you think would enjoy it as well. It is your continued support that will help us continue to help others. Thank you so much! Never miss another show by subscribing at castos.com/subscribe.

Today you’ll learn about:

Resources/Links:

Mandy Lehto: https://mandylehto.com/ 

Enough, the podcast: https://mandylehto.com/listen/ 

Castos Academy: https://academy.castos.com/ 

Castos, private podcast: https://academy.castos.com/private/ 

Castos, website: Castos.com/

Castos, YouTube: https://www.youtube.com/castos  

Clubhouse video: https://www.youtube.com/watch?v=8729ZpWpmIw

What is podcasting going to be like in 2022? What are your predictions for next year? What are your hopes for the industry? In this episode of the Audience podcast, Matt talks about his predictions, Castos’ predictions, and other podcasters’ opinions about what they think will happen in the next year. 

Are you hopeful for more integrations for promotion? What trends do you see moving forward and evolving in 2022? Matt hears from four strong and seasoned podcasters (Danny Brown, Tanner Campbell, Arielle Nissenblat, and Gary Arndt) about what they think as well.

If you have any questions about this episode or want to get some of the resources we mentioned, head over to Castos.com/podcast. And as always, if you’re enjoying the show please share it with someone who you think would enjoy it as well. It is your continued support that will help us continue to help others. Thank you so much! Never miss another show by subscribing at castos.com/subscribe.

Today you’ll learn about:

Resources/Links:

ConvertKit video: https://www.youtube.com/watch?v=bR-IaS0ZMt0 

User Suggestions - Castos: https://feedback.castos.com/ 

Danny Brown:DannyBrownCA

Tanner Campbell: tannerhelps

Arielle Nissenblat: arithisandthat

Gary Arndt: EverywhereTrip

Newpodcastapps.com: https://podcastindex.org/apps 

Castos Academy: https://academy.castos.com/ 

Castos, private podcast: https://academy.castos.com/private/ 

Castos, website: Castos.com/

Castos, YouTube: https://www.youtube.com/castos  

Clubhouse video: https://www.youtube.com/watch?v=8729ZpWpmIw

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