(By Scott Carson) I recently sat down with seasoned podcaster, Phoebe Mroczek, host of the Unbecoming podcast and we discussed the different trends in podcasting that we’ve seen over the past couple of years. We’ve both seen many shows come and go, rise and fall. Most of our favorite podcasters have been in the game for a long time and have loyal audiences. Upon reflection, we began to consider why some people gain traction and others fizzle out.
In the early stages of the podcast industry, any content was “good content” simply because you were on the platform. It’s no longer enough to just show up and speak every week. Listeners are more educated and have more choices than ever before.
There has been a surge of new podcasters who entered the arena with the understanding that podcasting was just another marketing channel.
Neither one is better than the other, but it’s important for aspiring and existing podcasters to find their lane. Do you want to be a content creator first or a marketer?
“That’s not to say you can’t be both,” Mroczek said, “but I challenge my coaching clients to lean heavily on their preference and remember why they started in the first place. Personally, I have marketing degrees and years of experience that constantly challenge my own preference for content creating. I find it easier to create the marketing funnel behind each episode than it is to prepare and deliver a great show, but I know the time spent is a wise investment in my business and brand.”
Mroczek went on to say “Personally, I want my listeners to show up every week because of the value I create and the substance I deliver. The highest form of flattery, other than reviews and coaching applications, is to hear from listeners that a friend of theirs recommended a specific episode. Word of mouth is still the most potent form of marketing.”
We could have spent hours discussing the topic, but we came up with the three major points for new podcasters to consider when starting a new podcast.
1. BE UNIQUE. Generate unique content. Spend the time to do it right: collect research, plan-ahead or schedule in advance. A little bit of planning goes a long way in creating a quality product. The last thing you want to have your audience think is that you just threw an episode together.
2. BE CLEAR. Marketing is MUCH easier when you have a clear message and focus on the seamless, valuable delivery. Find a niche inside your show and stick to it. There are enough broad subject podcasts out there and the podcasts that enjoy successful long runs are those shows that focus on a niche of some sort.
3. BE AWESOME. Let your free content do the selling for you. If you are using your podcast in line with your business, the thing that you want listeners to think is “If this is what they are giving away for free, I can’t imagine what they give in their paid programs.” That is all the selling that you need. It might take a bit longer to build that trust with your audience, but it is well worth it in the long run.
What are you doing to set your podcast apart from the crowd? What are you doing differently to be unique, clear and awesome? I’d love to hear from you on how you are using these three things to gain traction in your podcast journey.