School of Podcasting: Expert Tips for Launching and Growing Your Podcast

Audience Engagement

In a previous episode about Glow.fm I talked about how hard it is to obtain an engaged audience and you might be lucky if you get 5% engagement. This week on the finale of The Good Place they mentioned the Podcast Radio Lab, and on a previous episode of Radio Lab they mentioned how 29,000 people are helping to pay for the production of the podcast. The interesting thing is due to their massive audience 29,000 is not even 1% of their audience. I bring this up not to depress you, but so we can all move forward making informed decisions.

Eric Nuzum

Eric Nuzum is the cofounder of Magnificent Noise and creator of iconic podcasts. Over the past 14 years, he has made podcasts that routinely top the charts, appear in yearly “best of” lists, win awards, and generate hundreds of millions of downloads. He started NPR’s podcasting efforts in 2005 and remained that effort’s chief creative and strategic force for the following decade, leading NPR to become the largest distributor of podcasts in the world. Eric developed some of NPR’s most successful podcasts, and continued that record of success during his tenure as Audible’s leader for short-form content and podcasting. In 2019, he co-founded Magnificent Noise, a podcast production and creative consulting company based in New York City. Eric’s book on audio and podcast creation, titled Make Noise: A Creator's Guide to Podcasting and Great Audio Storytelling.

Today we talk to Eric and talk about

03:56 Eric Nuzum Interview 15:39 How do you estimate the size of an audience 18:08 The 10 Word Challenge 25:57 How do Indies Compete with NPR? 29:32 Fixing a Flat Stats Issue 31:23 Lessons from Taylor Swift 33:22 The History of Podcasting

Mentioned in this Episode

Start your podcast at the School of Podcasting

The RIGHT Podcast Gear Free Webinar

Make Noise: A Creator's Guide to Podcasting and Great Audio Storytelling

Magnficant Noise

More About Eric Nuzum

Every month we have a "question of the month" and this month it's what are you going to do differently in 2020 with your podcast?

Because of My Podcast

Lee from the Covert Nerd podcast was trying to speak at a panel. He was sensing a little pushback until he mentioned he had a podcast ( and got the speaking gig). He also got some "street cred" from his kids who were impressed the "old guy" was doing something so hip as a podcast. 

What Are You Going to Different?

As 2020 is upon us what are you going to try? 

Thanks for 

The Author inside you

Talk about Talk Podcast

Radiant Fire Podcast

Gather Geeks Podcast

Repurpose Your Career

Uncommon Life

Kids Health 101

Brew Roots Podcast

Games From Folk Tales

What is Stopping You From Starting Your Podcast?

Nobody wants my opinion

Technology

Anxiety

Time

Perfectionism

Overwhelm

Equipment

Co-hosts

Question of the Month

How did you overcome thinking "Nobody would listen to me" thinking or worrying about negative feedback?

Go to www.schoolofpodcasting.com/question

Glow Follow Up

Some of my audience had issues (but to their credit they fixed any issues. In the end, I had 1.06% of my audience went to www.schoolofpodcasting.com/glow

So this is why I say some people get UP TO 3% of their audience engaging with their content. 

Options. Buy me a coffee (here is my page)

You can also use a paypal donation link. Check out www.supportthisshow.com

Subscribe to the show at 

www.schoolofpodcasting.com/subscribe

Full show notes at http://www.schoolofpodcasting.com/707

Mentioned in This Episode

Start Your Podcast at the School of Podcasting

Buy Me A Coffee Tipping Tool

Glow.fm

Getting Over Imposter Syndrome

Focus Is More Important Than Microphones

Buy Dave a Coffee

Podcast Brand.co

Table of Contents

00:01:19 Because of My Podcast 00:03:22 What are you going to do differently in 2020 00:04:33 Author Inside You 00:05:25 Talk about Talk 00:06:56 Radio Fire Radio 00:10:04 Gather Geeks Podcast 00:11:28 Repurpose Your Career Podcast 00:14:53 Uncommon Life 00:15:53 Kids Health !01 00:17:02 Brew Roots Podcasts 00:18:47 Games From Folk Tales 00:22:41 What is Stopping You From Starting a Podcast 00:31:06 Feb. Question of the Month 00:32:42 Where I Will Be 00:33:46 Glow .FM Follow Up 00:40:30 Bloopers

TABLE OF CONTENTS

00:00:58 Slow Down When You Talk About Yourself 00:03:08 Podcast Magazine 00:08:50 Glow.fm Interview 00:31:38 Fun with Math 00:42:28 Question of the Month 00:43:26 Podcasting Events 00:45:33 schoolofpodcasting.com/start

Different Ways of Accepting Money From Your Podcast

Today I talk with Amira Valliani the CEO of Glow.fm

If you can make it EASY for your audience to give you money in either a one time, monthly, or yearly format. You can provide suggested amounts but they can change it (if you let them). The key is you want to make it easy for people to sign up. The easier it is to give you money, the less value that needs to be present.

Patreon.com This is a website and app that allows you to create tiers of support. Think of it as a crowdfunding site like Kickstarter that keeps on going. You can also upload audio directly to Patreon and provide a private RSS feed for the use. If they cancel their subscription they lose access. Patreon 8% for their pro plan (does not include processing fees which are typically around 3%). This means the podcaster keeps 89%.

MyLibsyn.com This is a website and custom app where you can have public and private information. You can set your podcast to have the latest (X amount) of episodes for free and then the older episodes you need to pay to hear. This is a "Set it and forget it" system. The podcaster keeps 70-80% based on the number of members you have.

Glow.fm For those who just want to accept donations/payments (one time, monthly, or yearly) you only pay the processing fees (as they use stripe that would be 2.9% + 30¢). If you want to have bonus content or private content, they charge .55 per user. If someone pays you $2 that means you keep 73%. Keep in mind the more people pay, the higher the percentage. For example, if someone pays $5 a month that means you keep 89%

Never Forget the Rule of 3%

While it would be great to get 50% or 30% or even 10% of your audience, most people find that 3% is based in reality with 5% being a really good example.

How is Glow Different?

There are tools like Paypal that allow you to make branded landing pages see http://paypal.me/podcastcoach or https://cash.app/$schoolofpodcasting With the cash.app you need to download an app and create an account. With Paypal you need to provide an email address to pay with a credit card (you can pay without having a paypal account). They all seem to take the same 3%.

With Glow after you pay a podcast it will ask you if you want to complete your setup (optional), but if you continue you choose a password and now you have a Glow.fm account. I could be missing something, but I'm not seeing a ton of difference except glow.fm gives you a little more control over your brand (although I wish companies would tell you what size of the image to use instead of letting up guess).

Premium Plans

If you have a listener pay you $5/month you would

Keep $4.30 with Glow.fm (5 - (.55+.15))

Keep $4.45 with Patreon (5 - (.4+.15)

In doing the math, you don't make more money selling bonus/private content until you charge $13/month. In that instance, you would keep $11.36 with Glow, and $11.28 with Patreon.

Also, keep in mind with Patreon you can upload audio (and get ZERO stats on downloads). With Glow.fm you can use most media hosts to provide private feed for your bonus content.

Buy Dave a Coffee

If you've like to support the show as well as see Glow in action CLICK HERE

or go to www.schoolofpodcasting.com/glow

Podcast Magazine Launching in January

I will be appearing in the inaugural edition of Podcast Magazine. In having some email back and forth with Editor in Chief Seve Olsher he said there are three reasons for starting this magazine.

1) We are passionate about podcasting and want to do our part to support its growth.

Podcasting has, we believe, reached an important tipping point for either attaining critical mass or returning to its roots as a compelling tool for hobbyists. We are unabashedly committed to doing whatever we can to ensure that podcasting’s current status reflects its embryonic stages rather than the maturation of the medium.

2) We strive to serve podcast FANS, taking them ‘Beyond The Microphone’ and into the lives of today’s leading podcasters and the shows they love.

While there are several publications that do a wonderful job of covering podcasters and the industry at large, their focus is not on serving listeners. Our goal is to create the preeminent lifestyle publication that veraciously serves podcast fans while exploring the ever-evolving world of its culture.

3) And perhaps most importantly, we are committed to leveling the playing field for ALL podcasters.

As a podcaster since 2009 when we launched our first episode of Reinvention Radio, and continuing with Beyond 8 Figures (and, soon, the Podcast Magazine Podcast, of course!), I have witnessed firsthand the challenges of being a “mere mortal” without a huge platform who is unable to break onto the charts simply by “bouncing” existing fans and followers toward one’s new podcast.

Breaking into the ascending spiral of Apple’s, Spotify’s, or Stitcher’s (to name a few) charts is incredibly difficult. Podcasts that are popular rank in the charts; new listeners find these shows because they’re visible and subsequently download, rate, review, and subscribe to them. As a result, these podcasts continue their popularity ascent, making it nearly impossible for other shows to be discovered.

To aid in addressing this issue, each month, the 19 Podcast Magazine Category Directors highlight an “Under The Radar” show that podcast fans likely haven’t heard of, but should be listening to; select a personal favorite for “Off The Charts”, which showcases Podcast Magazine’s Top Podcast Picks of the Month, and…

Each month we release the industry’s only fan-driven chart:

Podcast Magazine’s Hot 50!

To make this happen, we need to hear from YOU.

What are YOUR favorite podcasts? What shows can’t you get enough of? What podcasts do you feel should receive more recognition?

You will be able to leave your input coming soon.

Each month, we’ll tally the results, and a new Podcast Magazine Hot 50 chart will be released. Will some of the more popular shows appear on our charts? Odds are, they will.

However, we also have strong confidence that a significant number of podcasts that aren’t among the current “usual suspects” will make it onto the Hot 50. And we very much look forward to introducing you to them.

In today’s divisive times, it is easier than ever to be a critic… and hard to be a creator.

Those who have the audacity to podcast are creators, and we will do everything we can to support them.

Thank you for sharing our enthusiasm and accompanying us on this journey.

Steve Olsher Founder/Editor-in-Chief

For more information see www.podcastmagazine.com

Slow Down When Talking About Your Podcast

On the latest version of the Podcast Review Show, we reviewed a podcast that spoke at a very fast rate when discussing those items that were repeated every episode. The problem is new listeners can't understand what you are saying it. You can get your show reviewed at www.podcastreviewshow.com/reviewme

Podcasting Events This Week

1/20 Northeast Ohio Podcast Meetup

1/21 California Podcast Association – Oakland, California

1/22-25 Brooklyn Podcast Festival

1/23 Atlanta, "LIVE On-Stage Podcast Event with Audience and Networking"

1/24 The Voices of Dentistry -Scottsdale Arizona

1/24 Mass Media Podcast Online Event

1/24  Outlier Podcast Festival - Salt Lake City

For more events see http://podcastingevents.net/

I Will be Appearing at the Following Events

January 24-26 Mass Media Podcast Summit (use coupon SCHOOL )

February 8th Bay Area Independent Publishers Assoc. Novato, CA

February 12-15th Podcast Movement Evolutions Los Angelas, Ca

February 21-22 Spark Christian Podcast Conference Houston, TX

March 6-8 Podfest Multimedia Expo Orlando, Fl

June 12-13 Utah Podcast Summit Sandy, Utah

Start Your Podcast

Join the School of Podcasting and get access to the courses, the private group coaching, and the private Facebook group. Go to www.schoolofpodcasting.com/start

Today we talk about creating great content that people will share, and take a slightly deeper dive into the topic by looking at WTF by Marc Maron.

When I reverse engineered the content I consumed, I noticed that no matter if its a book, magazine, TV show, or movie, whatever I'm consuming:

Made me laugh

Made me cry

Made me think

Made groan

Educated me

Entertained me.

Ingredients in a Good Podcast

When I look at other elements that make a good podcast they:

Allow you to see the vulnerable side of the host or guest.

Have a  host with great listening skills.

Include "Behind the Scenes" information that you can get anyplace else.

Include great follow up questions that reflect what the listener would ask.

Know your audience.

Create a focus group of listeners who will provide honest feedback.

The courage to say things that will draw them closer to their target while separating them from some.

Make me wonder what is going to happen next?

Table of Contents for Episode 705

00:00:45.775 Boston Reflections 00:02:23.525 Because of My Podcast 00:07:29.325 If You Content Is Shunned By the Media 00:14:07.300 schoolofpodcasting.com/start 00:15:35.900 Question of the Month 00:16:09.500 What Made This Episode Good? 00:25:49.150 Being Vulnerable 00:29:20.175 Adding A Tease 00:29:59.475 Sharing Stories 00:31:16.225 What Was That Like? 00:32:50.800 Raw Emotion is Moving 00:34:43.875 A Great First Question 00:37:20.550 Technology Issues 00:38:28.850 Why Did They Leave it In? 00:39:17.700 Podcasting Boost Your Confidence 00:39:57.783 Great Follow Up Questions 00:40:49.291 Know Your Guest - Know The Show 00:44:33.712 Bloopers

Because Of My Podcast: Fred Castenada

Fred from the Podcast Reporter podcast heard about with a military background and podcast and reached out. Because Fred has a podcast they've connected and found out they both served in the 82nd airborne.

Question Of the Month

NOT PODCASTING YET? What do you feel is stopping you from starting your podcast?

ALREADY PODCASTING? What are you going to do differently this year and why? I need the answers in by January 24th, 2020.

Go to www.schoolofpodcasting.com/question to leave your answer.

Mentioned In this Episode

Join the School of Podcasting

Erik K. Johnson's episode on creating a good tease.

Robbie Samuels On the Schmooze Podcast ( great first question)

Marc Maron's WTF Podcast. The episode with BRAD PITT & LEONARDO DICAPRIO

Ed Sullivan's Sonic Cupcake Audio Editing

The Cigar Authority Podcast. Which Dave uses to promote 2 Guys Cigars

Check out the Studio 21 Cafe where they record the podcast. AMAZING

Every January I get people who want to start a podcast and I am glad to help them, but there are some people who have absolutely unrealistic expectations. Today I want to talk about what to expect. 

Every podcaster starts with the same two things: 

A) No audience

B) Integrity

I Can't Make the Podcast Filled with Lies

00:00:19.728 Podcast Piggy Bank

Can You Answer the Question?

00:02:52.782 The Scariest Podcast Question 00:04:51.045 Who Are You Talking To? 00:06:47.223 Targeting Your Audience

How Many Download Should I Expect When I launch?

I asked many different groups of podcasters and asked them how many downloads did they get for their first episode after one week. It wasn't 1000, or 500. It wasn't 100 or even 50. From what I've seen and heard very few people I talked to got more than twenty downloads to their first podcast after the first week. While you typically measure a podcast episode after a month of downloads, I wanted to let people know what to expect after a week.

00:09:58.450 How many downloads to episode 1?

How Can I Make the Most While Working the least?

00:12:53.681 First of the year problems 00:15:22.916 How long does it take to be profitable? 00:17:18.811 Why Businesses Fail 00:18:27.966 Do any businesses succeed?

If All You Can Aford is Free - You Have Other Issues That Need Your Attention

00:21:48.925 If Free is the Only Option - Then Pause is the Solution

Because of My Podcast

00:28:47.815 Paul explains how he got to meet one of his podcasting heroes. 

January Question of the Month

00:32:12.381 This month we have two versions of the question. If you don't have a podcast, what is holding you back? If you DO have a podcast, what do you plan on doing differently in 2020? Go to www.schoolofpodcasting.com/question 

I need your answers by 1/24/20.

Where I Will Be

00:33:09.268

January 11th National Speakers Association  Waltham, MA

Ready to Get Your Message Out There?

I'm ready to help you and look forward to working with you. Go to www.schoolofpodcasting.com/start

Mentioned in This Episode

Make Noise: A Creator's Guide To Podcasting and Great Audio Storytelling

How long does it take to make money

Another example of how long it takes

Beyond Powerful Radio: Valerie Geller

Every year I ask my audience:

1. What is their favorite podcast

2. Why is it their favorite? 

I also want to know about their podcast if they have one, and where we can find these shows. 

Time Table:

This episode has been created with chapters. Your app may skip to the next chapter by clicking the right arrow button.

00:01:13 Focusrite Scarlet Interfaces 00:05:00 Emily Prokop 00:07:23 Scott Johnson 00:10:59 Randy Cantrell 00:12:23 Joan Wheeler 00:14:00 Arnie Chapman 00:15:52 Clayton Allen 00:18:06 Charles McFall 00:20:57 Ed Sullivan 00:22:00 Chris Curran 00:23:43 Clay Groves 00:25:31 Donald Winn 00:27:21 Fred Castenda 00:28:58 Terry Nords 00:32:13 Daniel J Lewis 00:35:57 Kim Krajci 00:38:47 Wayne Henderson 00:42:13 Jennifer Longworth 00:43:28 Jason Bryant 00:46:39 The Rafferties 00:47:55 Seth 00:50:25 York 00:51:38 Shane Whaley 00:53:33 Veronica Hugger 00:54:52 Steve Stewart 00:57:01 Timothy Brien 00:58:20 Troy Price 01:00:04 Dave Jackson's Favorite 01:01:50 Where am I going? 01:02:43 January Question of the Month 01:04:14 Bloopers 01:05:20 Easter Egg

Full links at www.schoolofpodcasting.com/703

Ready To Start Your Podcast?

Visit www.schoolofpodcasting.com/start

01:39 Because of My Podcast 06:33 Focusrite Scarlet USB Interfaces 08:35 Is it Too Late To Start a Podcast? 24:16 Great Podcasts Lead to Binge Listening 26:08 Question of the Month 28:09 Hindenburg Chapters Trick 30:45 The Importance of File Management 35:51 Podcastingevents.net 38:59 Bloopers

Full show notes at 

www.schoolofpodcasting.com/702

Sponsor: Focusrite

Ready to Podcast?

www.schoolofpodcasting.com/start

Today I take a lesson from my nine-year-old niece who goes crazy about a Christmas toy that makes absolutely no sense at all.

I also have a great conversation with Cole Raven of Podchaser to explain what it is, where it's going and how you can use it in your podcasting effort. See the School of Podcasting at https://www.podchaser.com/podcasts/school-of-podcasting-64937

Here is my profile on Podchaser

Table of Contents:

00:01:11.850 Question of the Month 00:02:19.600 Focusrite USB Interfaces 00:04:13.957 Different is Better Than Better 00:13:13.993 Cole Raven From Podchaser.com 00:35:01.521 How I Might Use Podchaser 00:36:56.585 Apple Podcasts Now on Alexa 00:41:09.000 Blooper

Mentioned in this Show

Sally Hogshead author of the book Fascinate

Your Podcast Consultant Podcast

Squdcast for Recording Interviews

Ready to Start and Grow Your Podcast?

www.schoolofpodcasting.com/start

Today I spend a small amount of time remember the past 700 episodes. Then I launch into a "Lightning Round" if you're a new podcaster or seasoned veterans you should get something out of this show. 

Full show notes at 

www.schoolofpodcasting.com/700

Clay Groves is one of the nicest guys on the planet. I always smile when I see him at an event. I know I'm going to be smiling and laughing soon. He is the host of Fish Nerds, and over the years when I saw him in person he would tell me a "Because of My podcast" Story and when I heard his last one, I said, "I need to have you come on the show and share these stories.

In today's interview you will hear:

6:44 Clay sold some of these stories

12:11 Clay has been paid to speak

14:59 His relationships have lead to more and more opportunities

16:09 Clay launches a business doing fishing tours

20:28 What equipment does Clay use to record on a boat?

22:51 Clay builds a path to radio

28:54 Clay gets the call

39:20 Clay quits his day job.

43:24 Clay's 12-Year-old daughter is podcasting

Podcasting is Like Fishing

46:58

Question of the Month for December

I do this every year. Please record your response and include the following:

Your name and the name of your podcast Your website where we can find your podcast A brief synopsis of what your podcast is about (who it's for, and what to expect) What is your favorite podcast from 2019? Why is it your favorite? What is the website of this podcast? I need the answers in by December 27th, 2019 so it can be heard on December 30th.

Go to www.schoolofpodcasting.com/question (I really need these in audio format)

Mentioned In This Episode

Fish Nerds Podcast

Clays Equipment:

Zoom H4n

ATR 2100 Microphone

93.5 WMVW

National Podcast Publishing Month

Join the School of Podcasting

Go to www.schoolofpodcasting.com/start and get access to the courses, group coaching, and private network. Put your worries about getting the wrong equipment, sounding stupid, and shaping your show behind you. Join worry-free with a 30 day money-back guarantee 

www.schoolofpodcasting.com/start