Improve Podcast School - Podcasting Growth, Marketing and Monetization Tips

The TOP 5 reasons why you should start a podcast are that (1) a podcast is a strategic marketing channel, (2) a strategic monetization channel, (3) a traffic source over which you have total control, (4) it is a great learning and growth opportunity, and finally (5) it develops your skills.

Full episode transcripts are available at: improvepodcast.com/school

There are already over 3 million podcasts out there, and that number grows daily. So the field is crowded, and competition is getting better and more experienced in capturing listeners' attention.

Q1 Podcast Advertising Benchmark Report by Podsight, which measured over 3.5 thousand campaigns for 900 brands, estimated that the average conversion rate from listeners to site visitors was 1.42% in Q1.

The lead conversion rate increased to 13.58% this quarter. The lead events are all the custom events, such as a sign-up or email capture. That is huge, and multiple industries are performing better, reaching 15% and even over 20% lead conversion.

On top, the average purchase conversion rate from attributed visitors across industries was 4.9%. 

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Research Key Findings:

1. Podcast is a Strategic Marketing Channel
2. Podcast is a Strategic Monetization Channel
3. It is a Traffic Source which you Control
4. It is a Learning and Growth Opportunity
5. Podcasting Develops Your Skills

If you are struggling with starting your own podcast, and need professional advice, go to improvepodcast.com/pro

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Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

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Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

To start a podcast with no existing audience, you need to build a listener profile, define problems you will solve, and ensure your podcast satisfies listeners’ expectations. Before you start, you should also collaborate with authority people in your niche to introduce you to a wider audience.

Full episode transcripts are available at: improvepodcast.com/school

From what industry publications say about podcasting, you may think this is a new gold rush for content that automatically generates thousands of satisfied listeners and attracts hundreds of hungry advertisers, all wanting to join this new experience and participate in the next big thing.

Research Key Findings:

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1. How do people start off podcasts?
2. TOP 3 major mistakes people make starting a show with no existing audience
3. How to Plan a Show Launch with no Existing Audience?
4. Industry Research Can Improve Odds of Your Success
5. Leverage All Your Existing Connections

If you are struggling with starting your own podcast, and need professional advice, go to improvepodcast.com/pro

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Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

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Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

TOP 10 Podcasting Success Factors

I’ve run an extensive survey of podcasters, trying to find out what works and what doesn’t to make a podcast successful. Trying to see if there are some things that successful podcasters do more often and do those things impact how much money you can make from podcasting.

One of the core findings from this survey was the podcasting success factors. The TOP 10 Things Successful Podcasters, who make over $50,000 per year from their show, do differently, unlike podcasters who still struggle with monetization.

If you want to see the chart of those TOP 10 Podcasting Success Factors, simply go to improvepodcast.com and download the full deck with study results.

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1. Detailed understanding of target audience
2. Researching the competition
3. Being very active in promoting their shows
4. Using narration and storytelling
5. Publishing case studies, research, and analysis
6. Sponsorship is the main monetization method
7. Using 4+ marketing channels
8. Monetizing with sponsors and host-read ads
9. Using a full script for recording
10. Use 3+ monetization channels

If you are struggling with starting your own podcast, and need professional advice, go to improvepodcast.com/pro

-

Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

Mentioned resources:

*  Eric Ries, The Lean Startup - amzn.to/37T6cGF

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Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

The sooner you start recording scripted podcasts or even recording podcasts with outlines, the faster your podcast will reach a new level of quality, unlock new opportunities and be on a path towards a successful monetization.

Full episode transcripts are available at: improvepodcast.com/school

Research Key Findings:

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Recording Fully Scripted Episodes vs. Working with Outlines

The study of over 1,000 podcasters has revealed that:

• 38% of higher-income podcasters record their episodes having a full script ready.
• On top, an additional 36% have a very detailed outline. 

This means that 76% of successful podcasters come highly prepared for their recordings.

Doesn't this limit creativity? Not at all. It Actually shifts when your creativity is being used. When recording scripted podcasts, you focus your creativity during the writing of the script. And when recording, you focus on a perfect delivery of what you have already prepared.

The study of podcasters has found that higher-income podcasters, those who earn at least $50,000 per year from their show, are 2.2 times more likely to use a full script for recording. 

This was determined to be one of the TOP 10 things that successful podcasters do differently.

Should You Record Scripted Episodes or Use Only Outlines?

A single-person podcast should be scripted. When doing interviews, you need to have a target your interview is trying to accomplish, the information you want to obtain. Reach this target using an outline of questions. When you mix interviews and narration, the narration part should be scripted.

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1. What are the Benefits of Recording Scripted Podcasts?
2. What are the Benefits of Recording Podcasts with Outlines?
3. How Do You Make a Podcast Script Sound Natural?
4. How Much Practice Do You Need to Sound Natural?
5. How To Improve Your Podcast Script?

If you are struggling with starting your own podcast, and need professional advice, go to improvepodcast.com/pro

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Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

Mentioned resources:

* Malcolm Gladwell, Blink: The Power of Thinking Without Thinking - amzn.to/3tnR9xf

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Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

An effective episode completes the goal of your show. Your show should have business goals, marketing or growth goals, and client satisfaction goals. All of those goals can be measured to grow your show and your business.

Full episode transcripts are available at: improvepodcast.com/school

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Research Key Findings:

How to Plan Podcast Episode Structure

Podcasting as a medium should learn from their more profitable cousins.

Also, if there are already great and working best practices developed by others, you shouldn’t try to reinvent the wheel. Instead, learn from masters in their craft so that you can grow faster.

Many many successful podcasters are already deploying the same techniques.

38% of higher-income podcasters, who earn more than $50,000 per year, record their episodes having a full script ready. On top, an additional 36% have a very detailed outline. 

It means that at least 76% of podcasters who are financially successful with their show take complete control of the structure of their shows through detailed planning.

If you start planning your podcasts episodes, you can maximize engagement, boost the subscription rate, and deliver a high-quality audio experience. Good podcast structure also ensures that your target listener leaves satisfied and waits eagerly for another episode.

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How to Effectively Plan Podcast Episodes?

1. What does the structure of a podcast mean?
2. How do I add structure to my podcast?
3. How to create value when you plan podcast episodes?
4. Predictable length and format are crucial for satisfaction
5. Generate more listeners with podcast episode structure

If you are struggling with starting your own podcast, and need professional advice, go to improvepodcast.com/pro

-

Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

-

Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

How Fast Should You Talk on a Podcast? You should speak at about 150 to 160 words per minute. It is the upper range that people comfortably hear, vocalize words, and it ensures full comprehension of your material.

Full episode transcripts are available at: improvepodcast.com/school

Research Key Findings:

According to the National Center for Voice and Speech, the average rate for English speakers in the US is about 150 words per minute. The average speaking rate can change for your project. And there are many professionals who are known to speak faster or slower deliberately.

In 1976 psychologists looked at speech rate and persuasion and concluded that faster speakers, talking on average 195 words per minute, were more persuasive than slower speakers averaging 102 words per minute. This study suggests that speech rate functions as a general cue that augments credibility. 

However, in 1991 a study on rapid speech suggested a more complicated relationship. Researchers conclude that fast-talking increased persuasion when messages were in general disagreement with the audience's views. 

We answer 5 key questions regarding the average speaking rate:

1. How do we measure Average Speaking Rate?
2. How Fast do Professionals Talk?
3. Do you speak too fast, too slow, or just right? 
4. How to Use Rate of Speech Effectively?
5. What is the ideal rate of speech?

If you need help getting your podcast off the ground quickly, even within 6 weeks, go to improvepodcast.com/pro

-

Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

-

Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

How Should You Prepare for Recording an Episode for Highest Impact? Dedicate time for preparation, have a podcasting persona, understand your listeners, use a script, have a production schedule.

Full episode transcripts are available at: improvepodcast.com/school

Research Key Findings:

57% of lower-revenue podcasters don’t use any episode drafts or use only a general outline of the episode when recording. That is a lot.

They are betting on improvisation skills and their general ability to talk competently and in an entertaining way about the subject of their podcast.

On the other hand, 74% of higher-income podcasters have either a detailed outline or a full script ready before the recording session.

Being that prepared allows for a great level of control and story flow and allows you to take your listener on the journey you can fully design and predict.

Here are 5 Ways to Look at this Data to Help You Make the Best Choice for Your Show

1. No preparation is accepted only when you are highly competent, or improvisation is your thing
2. You need to come prepared for a podcast recording
3. Top performing podcasts dedicate time for preparation
4. Importance of preparation is greater if you are just starting out
5. Put a good content production schedule in place

If you need help getting your podcast off the ground quickly, even within 6 weeks, go to improvepodcast.com/pro

-

Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

-

Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

What are the 3 Breakthrough Points of Podcasting Success? If you publish over 100 episodes, gather 1.000 listeners per episode, and have a show older than 24 months, you will significantly improve your chances of successful podcast monetization.

Full episode transcripts are available at: improvepodcast.com/school

Research Key Findings:

We have recently completed a study of 1,076 podcasters.

We asked people what they do with their podcasts in terms of research, preparation for recording, analyzing their audience, marketing their show, motivations, and finally, their monetization.

One of the most interesting things we discovered was that there are 3 breakthrough points in the data, which we call Podcasting Breakthrough Milestones.

Podcasters who manage to reach any of those milestones have a huge advantage over those who don’t and a much higher probability of earning $50,000 per year or more from their shows!

I found those 3 breakthrough points that are highly correlated with podcasting success.

Here is the story behind the 3 Breakthrough Points in Podcasting 

1. 3 Podcasting Breakthrough Points will tell you how close you are to monetizing your podcast
2. There is no winning formula in podcasting only a chance at increasing the probability of your success
3. 200 episodes published and 5,000 listeners per episode guarantees success
4. There are things you can do to reduce the time required for success
5. Execution of your strategy is the most important to focus on

If you need help getting your podcast off the ground quickly, even within 6 weeks, go to improvepodcast.com/pro

-

Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

-

Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

What’s the Main Difference in Monetizing Large Show and a Niche Show? Large shows, that have a broad audience, monetize mainly with ads and sponsorships. Small shows, with 1,000 listeners per episode can monetize successfully selling their own services and products. 

Full episode transcripts are available at: improvepodcast.com/school

Research Key Findings:

The data clearly shows us that small podcasts can be monetized successfully. Earning $50,000 per year from a show is possible if you have 10,000 listeners, 5,000 listeners, or fewer.

Naturally, with hit shows above 20,000 listeners per episode the story, marketing and monetization, is much different than with smaller shows. Shows like this have a lot of flexibility and way more options when it comes to making money, although in most cases producing a show for a mass audience is much harder then producing a niche show.

But you don’t have to grow a huge audience. You can nurture a smaller community of highly engaged and devoted listeners and still be very successful.

It all comes down to the business model you want to have.

Let's explore those core differences. It starts with the core distinction that big shows follow the creator/publisher model, while small shows in most cases operate indie or marketing-focused type shows.

1. Big podcasts are successful as they appeal to popular beliefs or emotions
2. Awareness marketing campaigns work great on big shows
3. Small shows focus on presenting a small portfolio of high-ticket products and services
4. Small shows can be best monetized with their own services 
5. Big shows have more broad topics for their episodes while small podcasts can get more precise

If you need help getting your podcast off the ground quickly, even within 6 weeks, go to improvepodcast.com/pro

-

Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

-

Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro

How Many Listeners Per Episode do You Need to Have a Successful Podcast? You can monetize a show having below 1,000 listeners per episode selling your own services. With 5,000 listeners per episode you are almost certain to earn at least $50,000 per year.

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Full episode transcripts are available at: improvepodcast.com/school

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Research Key Findings:

Higher-income podcasters are 8.1 times more likely to have more than 1,000 listeners per episode.

But if you have a smaller show, under 1,000 listeners, you also have a chance of making a good income from it.

You just need to adjust your expectations and your revenue model each step of the way.

The number of listeners per episode is highly correlated with podcasting success.

1. Small podcasts make money selling their own services
2. Small podcasts make money if they understand their audience
3. 5,000 listeners per episode almost guarantees a successful monetization
4. 5,000 listeners mark means you start acquiring a broader audience
5. 10,000 listeners per episode allow you to make money with podcasting ads

If you need help getting your podcast off the ground quickly, even within 6 weeks, go to improvepodcast.com/pro

------------

Setup used for recording:

(if you use the below affiliate links you will support the show with no additional cost to you)

* Microphone - Shure SM7B - amzn.to/3bikQXj

* Audio interface - Focusrite Scarlett 2i2 - amzn.to/3sR6gMg

* Preamp - Cloudlifter - amzn.to/3bfFreF

* Music - Soundstripe - improvepodcast.com/soundstripe

* Full Podcasting Gear Recommendations improvepodcast.com/gear

------------

Need help with podcasting?

* Check what I can do for you at improvepodcast.com/pro