What does a former magazine writer, career coach, and content marketing strategist have to say about podcasting? Turns out.. a lot. Annette Richmond started her first podcast in 2020 on a whim during the pandemic, learned by doing, and never looked back. Now on her second show, Content Marketing School, with 129+ episodes under her belt, Annette joins me to share the unglamorous truth about what it takes to build a podcast that actually lasts, and why curiosity might be the most underrated skill a host can have.
Why Start a Podcast?
For Annette, it's simple: she gets to meet fascinating people and learn from them for free. Her conversational style makes guests feel so at ease that they always want to come back, and that energy is exactly what keeps a show alive.
The "Just Start" Philosophy
Annette discovered podcasting through a friend, had zero expectations, and hit record anyway. Her take: too many people spend months getting ready and never actually begin. The only way to find your style is to do it, messiness and all.
Building Sustainable Systems
Don't over-engineer it from day one. Annette uses Riverside for recording, Buzzsprout for hosting and distribution, and Opus for video clips. Her workflow evolved, and yours will too. Start where you are, upgrade as you grow.
The Video Pivot (and Why She Did It)
After years of audio-only, a session at PodFest changed everything. Recording on video, even for an audio podcast, gives you clips for social media, a newsletter, and LinkedIn. It multiplied her content output without multiplying her recording time.
Guest Vetting: One Non-Negotiable
No sales pitches. Ever. Annette is upfront with every guest before recording: this is an educational conversation, not a promotional slot. She also tries to meet guests briefly beforehand or watch them on another show first, because chemistry matters.
To Send Questions or Not?
She tried both. Her verdict: don't send questions. Guests who read from a list kill the natural flow. Annette comes prepared with five loose anchor questions and lets the conversation go where it goes, that's what listeners actually want to hear.
Gear: Start Cheap, Upgrade Intentionally
Annette's mic journey: Blue Snowball ($50, discontinued) → Blue Yeti → current upgrade. Her advice? Start with your phone and a $20–30 wireless lavalier. Natural light beats expensive lighting. Don't buy gear you haven't earned yet.
Number Your Episodes
One of her biggest lessons from another podcasting podcast: number your episodes from day one. It makes cross-referencing, discovery, and self-promotion infinitely easier. Episode 98 is a reference. "That one I did a while ago" is not.
Naming Matters More Than Clever
Her first podcast had a fun name. Nobody could find it. Her second, Content Marketing School, is exactly what it says. When people search for something, give them a name that answers their search. Clever is a trap.
Evergreen Over Timely
Annette's personal advice: build your catalog around topics that age well. News and current events have a shelf life. Evergreen content keeps working for you months and years after you hit publish.
Celebrate Small Wins
25 downloads doesn't sound impressive until you picture 25 people sitting in a room, listening to you. Annette's reminder: compare yourself to yourself, not to someone bragging about 25,000 downloads. Every milestone counts.
To learn more about Annette's podcast Content Marketing School, follow her on Apple Podcasts.
Check out her website https://blackdogmarketingstrategies.com/ that emphasizes the importance of authenticity, system-building, and continuous learning.
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