The Keys to Podcasting Success in 2022 – Sensible Passive Revenue


On this put up, I will share among the key tendencies in podcasting proper now, and spotlight some concepts for rising your podcast in 2022 and past. And be a part of us reside on YouTube tomorrow, Tuesday January 11 for OPEN Podcast #1, to be taught the methods for creating highly effective podcast content material!

Desk of Contents

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Podcasting Trade Development Means Alternative

In response to knowledge from Buzzsprout, the podcast business has grown considerably—from roughly 60,000 exhibits in 2014 to greater than two million at this time.

However this large progress doesn’t imply potential podcasters have missed the boat. Removed from it. The podcast business remains to be rising.

Plus, numerous the individuals who began podcasts in early COVID have dropped off. Meaning numerous listeners are on the market proper now, searching for their subsequent present.

Which suggests a possibility for you, aspiring podcaster—or present podcaster who desires to up your recreation and develop your present. 

Bar chart titled "Podcast growth projections" 2024 from Buzzsprout. Shows steady growth in podcast listeners from 2017, at 46.1 million, to 2024, at 100.1 million.
Podcasting remains to be very a lot alive, with listenership projected to develop steadily for the following few years. Picture courtesy Buzzsprout.

For Podcasters, Consistency Is (Nonetheless) Key

The important thing to making the most of this podcasting alternative is consistency.

As one instance, Pat went reside on YouTube on daily basis for a 12 months with the Revenue Stream present. 

You don’t must do the identical factor along with your podcast (and we wouldn’t suggest it!).

However basically, the extra you present up on your viewers, the extra you’ll turn out to be part of their life and tuning in to your present will turn out to be a behavior for them. 

To not point out, all that follow goes to make you a lot higher at creating your podcast content material.

So how constant do you have to be, a minimum of in the beginning of your podcasting journey?

The podcasts that Buzzsprout sees sticking with it are those that make it previous the ten-week mark.

“As soon as they hit that ten-week level,” says Alban Brooke, “it’s a game-changer for whether or not or not they keep it up long run.”

That’s why he tells folks to begin by committing to releasing an episode each week for ten weeks. Succeeding with that may put you in a gaggle of roughly 600,000 lively podcasts which have produced a minimum of ten episodes.

Rising Your Podcast Viewers Takes Energetic Advertising

What when you’ve pushed by means of your first ten episodes, seen some early progress, and… that progress has slowed, and even stagnated? Lots of podcasters discover that an early progress spurt results in a irritating plateau.

Sadly, numerous podcasters—and content material creators basically—additionally take an “In the event you construct it, they are going to come” strategy.

However that gained’t work at this time. You need to actively market your present.

Listed here are some methods that may provide help to push your listenership again on the incline slope. 

Technique #1: Getting Publicity on Excessive-Development Video Channels (Instagram, TikTok, YouTube)

A variety of profitable podcast creators have grown their exhibits by sharing content material on high-growth channels like TikTok, Instagram Reels, and even YouTube. They’re leveraging the algorithms on these channels to get publicity they’ll redirect to their podcast.

The essential technique is to create a brief piece of video content material that borrows out of your podcast episode, then invite viewers to the podcast to listen to the complete story.

Every so often, certainly one of these movies might even go viral. You’ll find case research about podcasters who’ve gained hundreds of recent listeners primarily based on only one viral TikTok video or Instagram Reel.

And plenty of well-known podcasters have used YouTube clips to draw listeners after which direct them to their podcast feeds.

Senior man wearing shirt,waist and flat cap starting old-fashioned film projector. He is placed on the left side of the frame. Smoke and light beams come out of the projector lens. The photo is black and white and has horizontal composition.
Need your podcast to take off? May be time to get in entrance of the digicam.

The secret’s that the video content material must be associated to the podcast episode you’re driving folks to. It is advisable to inform a narrative that’ll hook folks in to need to hear the remainder of the episode.

It sounds easy, however you’d be stunned what number of creators get tripped up by not following this important level.

How do you decide a high-growth platform to drag off this technique? Alban all the time encourages creators to search out the platform they perceive and really feel snug creating content material that may carry out effectively on it. 

Technique #2: Guesting on Different Podcasts

It helps to recollect the massive precept behind efficiently rising your present, which is discovering audiences that do not know you already.

Repurposing your podcast episodes and placing them in your Twitter or Fb feed is okay, however by and huge they’ll be seen by individuals who already know you exist.

So how do you get your podcast in entrance of recent ears?

Guesting on different podcasts is a tried-and-true and nonetheless very efficient choice. (In the event you’re searching for a option to scale your podcast-guesting outreach, we like what Podcast Hawk has to supply.)

Woman radio host recording podcast using microphone wearing headphones interviewing guest sitting across from her.
Being a visitor on different podcasts is a tried-and-true technique for rising your listenership.

One other is together with your podcast episodes in weblog posts in your web site, which helps folks discover your present by way of Google’s search algorithm.

In the event you write a weblog put up a couple of matter you’ve already lined on the podcast, hyperlink to that episode within the put up itself.

Like this!

Technique #3: Paid Promoting and Sponsorships

What about paid acquisition? Is it one thing podcasters ought to be occupied with? 

The brief reply is sure, and there are two predominant methods right here: paid adverts and sponsorships.

Paid adverts are undoubtedly a viable technique for rising your present. Simply know that there is a proper manner, and a flawed option to do it.

The flawed manner is to place adverts straight on Fb or Google and hope {that a} chilly viewers will begin clicking and listening.

The consultants at Buzzsprout have by no means seen anyone efficiently develop a podcast that manner. There’s simply an excessive amount of friction in the best way of getting somebody from the advert to your present.

As Alban says, they’ve “solely seen folks lose some huge cash” this manner.

So how do you scale back the friction and do podcast adverts the fitting manner? The secret’s to promote on apps that have already got a captive viewers of listeners—apps like Overcast, Pocket Casts, and Podcast Addict.

You might additionally look into sponsoring one other podcast—paying a fellow podcaster to offer you a shoutout.

Attempting this on among the larger exhibits might get costly, however there are numerous small, fast-growing podcasts trying to monetize that may be a greater match.

For a deeper dive on monetizing your podcast, take a look at this put up by Heather Osgood of True Native Media on getting began with podcast adverts.

Methods to Scale back Podcasting Overwhelm and Keep away from Burnout

As content material creators, consistency is essential. However burnout can be actual.

That’s why it’s worthwhile to set a recreation plan for creating and advertising your present that’s sustainable.

Lots of people hear tales of essentially the most profitable content material creators—like John Lee Dumas, who began Entrepreneurs on Fireplace by doing a every day present—they usually suppose I will do the identical factor. However that simply doesn’t work for most individuals, particularly when you’ve bought a full-time gig or have children at house.

Portrait of young male radio host in headphones looking tired, exhausted, drinking coffee while getting ready for broadcasting in studio. Horizontal shot
Do not let burnout get the higher of your podcasting dream.

So discover a content material creation cadence that matches your life, and that you’ll be excited to do. For lots of people, allocating someday every week to creating your episode is an effective alternative.

Since “In the event you construct it, they are going to come” would not work, you additionally must carve out time for advertising. There’s nearly all the time extra you are able to do to market your present, however begin with placing simply an hour apart every week for advertising.

In the event you’re on TikTok, perhaps meaning spending an hour making a video to advertise your newest episode and fascinating with folks on TikTok. In the event you’re on LinkedIn, it’s writing a put up that ties into the content material in your episode.

Begin small, and keep constant.

Interact with Your Listeners and Construct Podcast Superfans

Podcasting is an extended recreation. The podcasters who keep it up for years are probably to search out the success (and obtain numbers) they’re searching for.

The common new podcaster, although, is getting roughly thirty-seven performs per episode. Which will sound small, and it’s.

However small could be mighty.

That’s as a result of every of these thirty-seven folks is an actual human being. And one of many superpowers you could have while you’re small is that you simply truly can interact with each certainly one of them.

Ask folks to achieve out, after which honor it once they do. If somebody sends you an e-mail, point out it on the podcast. In the event you get a optimistic overview, learn it on the air and thank the listener. If a fan posts one thing about your podcast on social, prefer it and thank them for sharing it.

Elevate your superfans. Join with them and be taught extra about them, so you possibly can higher serve them and appeal to extra similar to them.

Study Extra about What Makes a Podcast Profitable in 2022

Be part of us reside on YouTube on Tuesday, Jan 11 at 12 PM PT/3 PM ET for OPEN Podcast #1, the place you will be taught methods for creating highly effective podcast content material in 2022. Pat Flynn and friends will share what’s working now to maintain your podcast listeners coming again for extra.

neon sign reading OPEN Podcast Presented by SPI

By the best way, numerous the insights on this put up have been taken from Pat Flynn’s dialog with Alban Brooke, head of promoting at Buzzsprout, throughout SPI’s first Viewers Pushed Summit in October 2021, our two-day deep-dive into the best, related methods to construct an viewers at this time.

Click on right here to look at the recording of Pat’s full dialog with Alban.

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