In 2024, a great podcast blends creativity with strategy and has the potential to reach millions.
Today we dive into this with marketing expert Robert Rose, co-host of "This Old Marketing." With over three million downloads in 150+ countries, Robert is a pro at crafting standout shows.
Table of Contents
Who Is Robert Rose?
Robert Rose is a marketing expert and the co-host of "This Old Marketing" podcast. With over three million downloads and listeners in 150+ countries, Robert has established himself as a thought leader in the podcasting space.
Expert Strategies for Growing Your Podcast Audience
1. Establish Your Podcast Identity
The first step towards creating a great podcast is to establish your identity. You want to define your niche and understand who your target audience is.
Are you a “How To” channel for startups and entrepreneurship? Or are you inviting expert guests on your show to talk about marketing and branding?
Defining your identity will set the foundation of your podcast’s tone, format, and style, which helps you build a loyal audience base over time.
As Robert Rose puts it, "The goal has to be, how do you turn yourself into a differentiated show?"
Your unique voice, show format, and style will set you apart from the millions of other podcasts out there. This identity should resonate through your branding, content, and interaction with listeners.
Steps To Establishing Your Podcast Identity:
1. Define your niche and audience
Identify exactly who you are speaking to. Understanding the detailed behaviors and lifestyles of your listeners is super important here. So, create a clear picture of your ideal listener and tailor your content to meet what they’re interested in — or better yet, struggling with.
2. Craft a unique audio and visual brand
Choose a name that reflects your theme and one that people will remember. Invest in attention-grabbing cover art and a consistent audio brand, including intro and outro music, to create a recognizable and engaging experience.
3. Maintain consistency across platforms
Ensure your branding is consistent across all platforms, including social media, podcast artwork, website, and promotional materials. You may consider hiring professional logo and branding services to do so.
4. Engage with your audience
Create a community around your podcast. Use dedicated social media profiles, interactive elements like polls or Q&As, and branded segments within your episodes. This engagement helps retain listeners and turns them into active participants in your podcast’s growth.
5. Develop a clear mission and vision
Define what your podcast is set out to do and where you see it in the next five years. This guides your content and decisions, ensuring every episode aligns with your core values and objectives, creating a cohesive and purposeful brand identity that resonates with your audience.
2. Scale Your Podcast To Maintain Relevance
The biggest hurdle you’ll face when creating content is staying relevant.
Robert advises adapting your content to current trends and listener preferences:
"I always advise my clients when they're launching a new podcast to not think of it as a podcast but to rather think of it as a show. And it's just a show that's going to find different distribution methods these days."
By regularly introducing new segments and engaging with your audience for feedback, you can keep your content fresh and exciting.
Strategies to Stay Relevant
1. Adapting to Trends
Incorporating video into your podcast strategy has become a must if you want to grab audience attention. Video content not only engages your audience more effectively but also enhances your brand visibility.
Did you know 90% of marketers noted a boost in brand awareness by using video, and 26% are gearing up to dive into short-form video content in 2024? If these numbers don’t highlight the importance of staying current, I don’t know what will.
2. Engaging with Your Audience
Mix things up with new segments and ask your listeners for feedback. It keeps your content lively and shows you care about their opinions. Dive into what your audience loves and weave that into your episodes to stay relevant.
Podcasts are super popular with people aged 12-34, with half of this group tuning in monthly, as found by Yaguara. So, engaging with them is necessary.
For instance, WFAE is a great example of how you can revamp your podcast in 5 years. They listened to community feedback, partnered with local groups, and focused on specific demographics. This boosted their engagement and made their content more relevant.
Did you know that 59% of podcast listeners tune in while doing chores and 51% while driving? This shows just how convenient podcasts are. You could be missing out if you’re not using these insights to your advantage by creating engaging, listener-focused content that fits into people's daily lives.
3. Cross-Promotion
The role of cross-promotion in podcasts cannot be understated. These are known as “podcast swaps,” where hosts interview each other and share episodes across platforms, and they’re a fantastic way to reach new listeners.
For instance, the "Rude Tales of Magic" podcast saw a major boost in listeners and Patreon support through cross-promotional audio ad campaigns targeted at listeners of similar genres.
We know the podcast industry is booming, with global listeners expected to hit just over 500 million by the end of 2024, making cross-promotion even more valuable, as reported by Priori Data.
By incorporating this strategy, you can not only keep your content fresh but also grab some of your cross-promotion partner’s audience — and vice/versa.
4. Use Social Media
People are spending a lot more time scrolling short-form video content. On average, people dedicate 1 hour and 16 minutes daily to watching short-form videos, highlighting a major shift in entertainment and information consumption habits
To give you an example, the “My First Million” podcast saw a massive 30% uptick in engagement by sharing snippets of their full-length podcasts on these various social platforms.
This shows that putting out short “teasers” of your podcast’s episodes increases your podcast visibility and helps you reach a new, wider audience.
5. Live Podcasting
Livestream podcasts are seeing a massive 2000% surge in podcast livestream sales between 2013 and 2019.
These livestream podcasts are a goldmine, with the same study showing that 15% of listeners are happy to shell out 10 to 25 bucks for the thrill of a live recording. And get this: the podcast ad market is also set to hit a cool $4 billion by 2024; in part, thanks to the overall buzz these types of events create.
To further illustrate this point, I dug up recent Podfest 2024 findings. Firstly, the event was an absolute banger that drew in some 5,000 eager beavers ready to tune in to live, face-to-face interactions with podcasters.
Want to know what the overall impact of this event was? It wasn’t just the 40% boost in ticket sales, it was also a 25% increase in long-term viewership and a 30% rise in brand loyalty — which, if you know anything about branding and marketing, is an insane feat to achieve.
3. Balance Consistency and Flexibility
To create a great podcast, you’ve got to be consistent.
But here’s the thing, you need to allow for some flexibility in the way you conduct your podcasts to keep your content engaging and current. Which sounds more complicated than it is.
Robert nailed it when he said, "If you start skipping a week... you can expect bad things to happen because you are a swipe away from getting replaced with another podcast."
Maintain a consistent schedule but be ready to shake things up based on what your audience is saying and what’s trending.
Set up a publishing schedule and stick to it. According to Edison Research, over 80 million people (about twice the population of California) in the US tune into podcasts weekly. Not to mention that the average podcast enthusiast juggles six podcast shows at once — and you can keep your spot on their lineup by, once again, being consistent.
And get this, 41% of Americans listen to podcasts at least once a month. So, you’ve got to hit that sweet spot with regular content to keep and expand your audience. Miss a beat, and you’ll be singing a very sad tune.
Let’s be clear, although you need to be strict in how you conduct your podcast, the length it needs to be, and publishing on the same days and times, you need to know when to play with the context of your show.
Picture this: you’re a business podcast, and one week you’re talking about a massive change happening in marketing, and the next you’re talking about how generative AI is helping people become better writers — these are different topics, sure, but they still fall under the umbrella of what your podcast is at its core.
A study from Pew Research Center shows that 88% of people listen to podcasts for educational purposes, so, evolve your podcast alongside what your audience is into currently, and you should be ace.
Let’s say your audience is restaurant owners and some hot news dropped about getting their sites to rank higher on Google — boom! Tweak that content and cover it in a digestible manner to provide value to your audience.
And don’t forget, listener's feedback is your secret weapon. So, engage with your audience through social media, in the comments section, and even your DMs. Ask them what they like and don’t like, and then listen and apply changes accordingly.
4. Stick With It!
Podcasting takes time and persistence.
Robert highlights the importance of persistence
"We see that clients struggle with launching podcasts... [people think] it's just turning on the camera and the microphone for 30 minutes every week and talking to somebody. It's like, no, it's you. You gotta put the care and feeding into this thing or [...] your audience will know.”
Start by committing to a specific number of episodes. Be patient as your audience slowly grows.
Here’s why sticking with it matters:
- 44% of podcasters stop after their third episode. Yep, almost half of podcasts don't make it past this point, highlighting the need for persistence to achieve success.
- It takes about 2 years and releases 100 episodes before a podcast starts showing results. Unfortunately, not many people stick with it long enough to see the payoff. This shows that sticking with your podcast through its early stages can increase your chances of building a dedicated audience.
- The top 1% of podcasts get more than 3,994 downloads in the first 7 days of release. This statistic underscores the potential rewards for those who persist and continue to improve their content and reach.
- The average podcast listener spends more than 7 hours per week using their favorite podcast app. This indicates a high level of engagement among dedicated listeners, emphasizing the importance of regularly providing new content.
As these stats indicate, by committing to your podcast and continuously improving, you can overcome the initial hurdles and build a loyal listener base over time.
5. Measure Results & Implement Feedback
A great podcast needs longevity and an audience. The best way to ensure your podcast is on the right track is to track its performance and implement changes based on feedback.
Use analytics to understand listener engagement and demographics. Collect feedback regularly to adjust your content strategy and keep your audience growing.
Here are some things to consider for this:
- Listener Engagement and Drop-off Rates:According to NPR, podcasts can lose up to 35% of their listeners within the first five minutes. Insane, right? So, monitoring where listeners drop off can help you refine your content to maintain engagement throughout the episode.
- Audience Demographics: Tools like Apple Podcasts and Spotify provide insights into your audience's age, gender, location, and preferred listening devices. This information is a goldmine of comprehensive insights into your podcast and can help you tailor your content to better match your audience's preferences.
- Top Performing Episodes: You can identify trends and topics that resonate most with your audience by analyzing which episodes perform best. This data helps you plan future content more effectively.
- Reviews and Ratings: Positive reviews enhance your podcast's credibility and attract new listeners. So always encourage your audience to leave feedback and use this input to improve your show.
- Monetization Metrics: Track revenue from ads, sponsorships, and other monetization strategies. Understanding which ads perform best can help you optimize your monetization efforts and boost your ROI.
6. Ensure Equipment Quality
High-quality production is critical for a successful podcast. Your podcast is your first impression, so make it a great one.
Invest in good equipment to ensure a clear, professional sound. Quality audio is the gateway to keeping your listeners engaged and coming back for more.
Here are some essential pieces of podcasting equipment to consider in 2024:
1. Microphones
- Shure SM7dB Dynamic: An industry favorite, the Shure SM7dB is known for its warm tone and built-in .re-amp, making it perfect for professional podcasting. It’ll set you back around $499 and is often seen in top-tier setups. A steep price tag? Kinda. But as any expert podcaster will tell you, you can’t put a price on quality audio.
- ATR2100-USB: This versatile microphone offers both USB and XLR outputs, making it suitable for beginners and professionals alike. And, it's budget and user-friendly for those just starting, priced at just $47.99 on Amazon.
2. Audio Interfaces
- Zoom H6 Handy Recorder: Ideal for recording multiple microphones simultaneously, the Zoom H6 is both portable and powerful. It's a great choice for field interviews and studio recordings alike, priced between $199.99.
3. Headphones
- Audio-Technica ATH-M50x: These headphones are highly recommended for their superior sound quality and comfort during long recording sessions. Sure, they’re a bit pricier at $141.29, but they offer excellent value for serious podcasters.
- Sony MDRZX110/BLK ZX Series: For those on a tighter budget, these Sony headphones provide clear audio at just $19.99, making them a solid choice for beginners.
4. Pop Filters and Microphone Stands
- Røde PSA1 Swivel Mount Studio Microphone Boom Arm: This professional-grade boom arm offers durability and adjustability, ensuring your microphone stays in place during recordings. And, it's priced at $97.50.
7. Capture the Audience's Attention
With over 4 million podcasts in 2024, standing out requires strategic promotion and engaging content.
Here are some awesome tactics to make your podcast shine:
- Use Eye-catching Thumbnails and Titles: Your podcast’s visual appeal plays a massive role in attracting listeners. Compelling thumbnails and intriguing titles can make potential listeners stop and click.
- Leverage Social Media Platforms: Promote your podcast through platforms like TikTok, YouTube Shorts, and Instagram Reels. These platforms are not only popular but also great for sharing bite-sized content that can hook viewers quickly.
- Fragment Your Content: As Robert Rose advises, "The promotion through social media today has to be how do you fragment your content across those social media channels so that the content can be consumed there." By breaking down your podcast into smaller clips and snippets, you can cater to different audience segments across various platforms.
- Engage with Your Audience: Interacting with your audience is vital. So, respond to comments, join relevant groups, and create a community around your podcast. This engagement helps build a loyal listener base and encourages word-of-mouth promotion, which is essential since 18.3% of listeners discover new podcasts through recommendations.
- Optimize Posting Times: Publish your episodes when your target audience is most active. Again, this is where tracking your analytics comes in! This ensures maximum visibility and engagement. Also, research shows that timing your posts just right can make a major difference in how your content is received and by who.
8. Leverage Outsourcing Agencies
Outsourcing technical and creative agencies could be a game-changer for your podcast because you already know they help you save time and maintain professional quality.
Here are insights and statistics on just how much outsourcing an agency can propel your podcast to a new level:
- Focus on Core Activities: By outsourcing tasks like editing, promotion, and content creation, you can concentrate on what you do best. This can significantly improve your productivity and the overall quality of your podcast.
- Access to Expertise: Outsourcing provides access to the best talent. Countries like India, the Philippines, and China are popular outsourcing destinations due to their skilled workforce and cost-effective services. This means you can hire experienced professionals for tasks that require specialized skills without your wallet audibly gasping.
- Technology and Tools: Outsourcing agencies often have access to the latest technologies and tools, ensuring that your podcast benefits from high-quality production standards. This includes advanced editing software and professional-grade equipment.
- Scalability: As your podcast grows, outsourcing allows you to scale your operations without the need to hire a large in-house team. This flexibility is great for maintaining consistency and quality as your audience gets bigger.
9. What Makes a Great Podcast? Takeaways
To recap what goes into creating a great podcast in 2024: focus on strong planning, ensure top production quality, and keep engaging with your audience consistently.
Establish a strong podcast identity, stay relevant, balance consistency with flexibility, and consider outsourcing where needed. By following these steps, you can create a podcast that stands out.
Take Robert Rose's advice to heart and dive into the world of podcasting with confidence and creativity. We're rooting for you!
For an in-depth look at this topic, tune in to the full episode on Spotify which delves even deeper into growing your audience, content promotion strategies, maintaining consistency, and quality podcast production.