PodCraft by Alitu: Honing the Craft of Podcasting

In this final episode of the SCALE framework series, we dive into the last two powerful growth strategies: Live & In-Person events and Email & Engagement tactics. Drawing from our recent experience at the London Podcast Show, we share how speaking at events, running booths, and recording vox pops can build genuine connections with your audience.

We also explore nine proven email marketing and engagement strategies that turn casual listeners into loyal fans. From the networking magic of getting on stage to the owned-platform power of building an email list, this episode reveals why these "old school" approaches still outperform many digital tactics.

Plus, we announce an exciting opportunity for listeners to get free podcast coaching on upcoming episodes - could that be you?

Mentioned

• Get free podcast coaching on Podcraft
• The SCALE Framework: full guide
• SCALE Framework Notion checklist
• Podcraft Pointers newsletter
• How to run a booth at an event
• Making a montage episode
• Email marketing for podcasters
• Best social media platforms for podcasters
• Podcast CTA best practices
• QR codes for podcasters
• Animate your podcast
• Text-message marketing for podcasters
• WhatsApp promotion for podcasters
• How to track your podcast reviews
• AI tools for creating short video clips

Video takes up a lot of focus in the wider podcasting conversation. Do we need to work harder to shine a light on the benefits of pure audio?

We spoke to a bunch of kind and patient people at The Podcast Show London who were happy to share their thoughts. 

• Send us YOUR thoughts
• James Cridland - Podnews
• Ana Ratala & Alec Trunley - RedCircle
• Joel Pearlman - Riverside
• Carl Hartley - University of Leeds
• Abisoye Adelusi - A1 Content Studios
• Pete Donaldson - Stak
• Jay Nachlis - Coleman Insights
• Sarah Golding - Indie AF
• Young Zhao - OpusClip
• Lauren Passell - Podcast Marketing Magic
• Naomi Wing - Blueprint Studio
• Jack Drury - Shure
• Kaleem Willock - Tipalti
• Louise Lambert - Reviewed & Cleared
• Gary Aylott - Captivate
• Tavia Gilbert - The Podcast Academy
• Justin Jackson - Transistor
• Izabela Russell & Bethany Jane - Music Radio Creative
• Todd Cochrane - Blubrry
• Dan Kendall - Health Podcast Network
• Felix Trench - Wooden Overcoats 
• Ian Prowse - Vortex
• Sarah McDowell - Podcast Consultant
• Clayton M Coke - The Cashflow Show
• Kevin Field - Think Listener
• Jeremy Enns - Podcast Marketing Academy

As part of our SCALE framework, we discuss the importance of community and collaboration in growing your podcast. Learn how to effectively use listener surveys to understand and cater to your audience, turning feedback into powerful content. Discover how collaborating with fellow content creators can expand your reach and enhance podcast visibility. The episode also explores using low-cost merchandise as a marketing tool, rather than just a monetisation strategy, and shares practical insights on engaging with your podcast community.

Mentioned

• Work with us
• Podcast Growth: the book
• How to run a podcast listener survey
• Rephonic 3D audio graph
• How to make a podcast trailer
• SparkToro
• Podcast Marketing Magic newsletter (co-hosted episode tip)
• How to get booked on a podcast
• How to be a great podcast guest
• How to advertise your podcast

We're going to tackle the huge topic of podcast growth by walking you through our SCALE framework.

• S – Syndication
• C – Communities & Collaboration
• A – Advertising & Paid Promotion
• L – Live & In-Person
• E – Email & Engagement

On this episode, we start with S for Syndication.

Syndication is all about getting your podcast in front of as many ears as possible. Start by submitting your show to big platforms like Apple Podcasts, Spotify, and YouTube. Make your website a go-to hub with an About page, Subscribe links, Contact info, a media kit, and easy-to-use social sharing buttons. Keep it clean, mobile-friendly, and SEO-optimized so new listeners can find you. Use clear episode titles, detailed show notes, and link to any tools or resources you mention. Don’t forget a short trailer on your homepage and a separate page for transcripts—it all helps make your show more accessible and shareable.

Resources Mentioned

• How to make your podcast trailer
• SEO for podcasters
• Our podcaster resources page
• Podpage - build a podcast website
• How to follow a podcast on Apple Podcasts
• How to follow a podcast on Spotify
• Work with us

Vicki Weinberg, host of the award-winning podcast Bring Your Product Idea to Life, recently celebrated her five-year podcasting anniversary. On this episode, Vicki shares her journey from launching during the first week of lockdown to building a successful show with a dedicated audience.

Vicki launched her podcast right as the UK entered lockdown in 2020, which presented unique challenges as she recorded weekly episodes at home with two small children. Despite the timing, she was determined to create something different from the business podcasts she had been listening to.

"I couldn't find anything where the person that was talking to me wasn't that much further ahead than I was," Vicki explained. She wanted to feature product business owners who were still in the early stages of their journey, making their advice more accessible and relatable to her audience.

One of Vicki's biggest initial challenges was finding guests for her brand-new podcast:

• She started by asking people she knew through business networks
• She found "warm" connections worked better than cold outreach
• Over time, as the podcast established itself, she began receiving inbound requests
• Now her schedule is booked months in advance with guests

After recording as audio-only for years, Vicki expanded to video in early 2024:

• She was already recording video for the calls but not publishing it
• Made sure to inform guests that video would now be shared
• Created a YouTube channel featuring full episodes
• Added YouTube shorts featuring guests' top advice and key moments
• Developed a team workflow to create social content from episodes

"The YouTube shorts and Instagram reels have been great for promoting the episodes and highlighting my guests' expertise," Vicki shared.

Vicki's journey includes gradually building a team to support her:

1. First hired an editor after 12-18 months
2. Added a VA after about 2 years to manage publishing and admin
3. Now has support for video editing, content creation, and guest management

"The only things I'm doing now are booking the guests and having the conversation, which is the bit I think I'm best at," she said.

Vicki's content approach has evolved over five years:

• Initially mixed solo and guest episodes randomly
• Then did every fourth episode as solo content
• Now produces two episodes weekly: Friday guest interviews and Tuesday solo content
• Solo episodes are shorter (15-20 minutes) and more focused

"I realized that I have my own business, my own consultancy, I have a lot of knowledge to share," Vicki explained about adding dedicated solo episodes.

After five years, Vicki plans to continue her podcast with the current format while remaining open to organic evolution. Her main goal is to grow engagement with her audience through her Facebook group to ensure her content remains useful and relevant.

Want to learn more about Vicki and her podcast? Visit her website at vickiweinberg.com where you can find links to her podcast and all her other work.

We dive into the three sneaky signs you’re stuck in an amateur creator mindset: struggling with writer’s block, relying too much on motivation, and being scared to share your ideas.

On this episode, we'll break down why clarity beats inspiration, how small rituals and voice memos can kickstart your creative flow, and why documenting your journey publicly builds confidence and an audience. From AI tools like VoicePal to the power of a good title and a solid idea dump in Trello, this episode is packed with practical mindset shifts to help you create more consistently—and more confidently.

With its impressive 50k per episode download numbers and strong YouTube presence, Cal Newport's Deep Questions is a podcast in the "top 1%" category. On this episode, producer Jesse Miller joins me for a chat about going from regular caller to planning and running the show. We'll find out more about the role of a podcast producer, as well as the similarities and differences between creating a show with a five-figure audience and the more typical podcasts of the average indie creator.

The landscape of online search is changing rapidly. While roughly 60% of Google searches now end without a click (known as "zero-click searches"), we discuss how this trend has actually been evolving for years - it's not just about AI.

• Search behaviours have been changing gradually - Google has long provided direct answers for weather, sports scores, currency exchange, etc.
• Content in the "middle ground" struggles most - generic, shallow content that doesn't fully answer questions.
• The "barbell approach" to content creation: Focus on either high-utility, data-rich content OR uniquely human content (stories, experiences, opinions)
• Distribution is becoming decentralized - YouTube, TikTok, and Reddit are becoming search engines in their own right.
• Recommendation algorithms are replacing traditional search in many contexts.
• Content sites aren't dying, but their role is evolving more toward conversion rather than discovery.

We also touched on how podcasting fits into this changing landscape, discussing the trend toward video podcasting while acknowledging the unique advantages of audio-only formats.

1. Adapt your SEO - Keep the fundamentals but optimize for snippets and AI summaries
2. Diversify discovery channels - Don't put all content eggs in one basket
3. Build your owned audience - Email newsletters are rising again for good reason
4. Pick your side of the barbell - Expert structured content OR human stories and experiences
5. Be loud and unmistakably human - Personality matters more than ever

A great podcast episode title isn’t just catchy—it grabs attention, boosts discoverability, and sets clear expectations for your audience. On this episode, we break down best practices, including ideal character length and front-loading key information, and introduce the WHISPER TITLES framework—13 proven structures to make your episodes more clickable. Whether you’re aiming for curiosity, emotion, or problem-solving, these strategies will help you craft titles that drive engagement and grow your podcast.

Also Mentioned

• Want to work with us? Get in touch
• Podcraft Pointers newsletter (full WHISPER TITLES guide will be emailed out next week!)

It’s understandable why so much misleading advice exists around “the podcast launch”. After all, we’re used to the launch life cycles of products, films, albums, and books.

After a few days or weeks, it becomes pretty clear that a new game console or blockbuster movie has sunk or swam. But a podcast isn’t like that at all.

In this episode, we talk about why, before going on to dispel three common podcast launch myths.

Then, we'll go through our podcast's L.A.U.N.C.H framework—these tactics and techniques genuinely move the needle and are well worth your time and attention.

Mentioned in This Episode

• Work with us
• 14 ways to collaborate with other creators
• 6 tried and tested content frameworks