As a non-podcaster but avid enthusiast for to the new digital medium of podcasting, I have developed ideas of what works and what does not; based on what I experience in my feed of audio files each week. The most fundamental point to understand is that podcasting is a complete break from previous media. It has elements of radio and television, but it is like neither in practice.
The Podcasting Success Attributes
The most successful podcasting practitioners do not discriminate between video and audio, and even include the text as a component. Shows that stream live and record for later downloading seem to have good results. Twit.tv has made its chatroom an institution of real-time engagement and also an authoritative source of useful answers.
There is an overlap with vlogging, but they’re not the same media; vlogging is a more highly produced format that usually gets polished up with hours of editing time before being released. It is also a shorter duration format, a few minutes rather than the one or two hours of successful podcasters.
Jenna Marbles is an example of a YouTuber who excels in both vlogging and podcasting, while I’m pretty sure that she’s not aiming for my demographic I recognize that she’s dedicated and disciplined in the extreme. Marbles (aka Jenna Maury) puts out a vlog and a podcast a week, no matter what, like a machine.
Success Does Not Always Translate
Celebrities and broadcasters of an older generation, my generation seems not to understand that Podcasting is a new medium. If you want to be a podcaster, anyone can do it, but it helps if you come to it with fresh eyes. The most successful podcasters, vloggers, and bloggers got to the top of the profession if you can call it that (and I would argue that you can).
The most successful podcasting personalities produce content regularly without missing a single episode. Once established this might not be critical, but you’re not going to get there without being consistent in delivering content at least once a week.
Celebrities that have jumped in with expectations built on television and printed media bring the standards with them, not realizing that physical constraints set the production values and delivery schedules, such as the need to hit a print deadline or the high cost of taping shows, which limits season lengths.
Two Things Successful Podcasters Never Do
In podcasting, you set the time limits (weekly), and you produce content continuously. Your audience is not going to bother with reruns, in this case, reposted files that your followers will go back into your feed if they want your older content. Limited runs of episodes and reruns are like dead air on the radio; you lose followers fast when it happens.
Other people have had crossover success based on their commitment and the ability to secure entertaining guests. The pro-wrestler and Fozzy frontman Chris Jericho and comedian Mark Maron are two great examples here. Both Jericho and Maron have a talent for bringing out the sparkle in show guests.
Your Podcast Will Never Earn Income
Finally, you will not earn any income by putting a pay wall up in front of your podcast, ever. The way to make a living at it is by building traffic and engagement. Only after you have a loyal audience can you earn from it. Then you can get sponsors, and YouTube Adshare revenue and the chance to sell premium content. However, your podcast must remain free and accessible throughout this growth, to give new followers an opportunity to discover your channel.
MY TOTALLY MADE UP AND OBSERVATIONAL RULES FOR SUCCESS IN PODCASTING
- Do a podcast every week
- Never miss a week
- If you think you are going to miss a week refer to rules one and two
- Don’t bother reposting existing content
- Missing a week here and there will kill your follower base quickly
- Do it as a live show in one take, minimal editing
- Open a chat session to encourage audience involvement
- Post it as a video file to Youtube
- Post it as an audio file to Libsyn, SoundCloud, and Apple iTunes
- Transcribe the content and use it as blog posts
- Do additional vlogs to promote your channel and add entertaining thoughts and links
- Use other shorter forms like Snapchat and Vine
- Announce everything on your Facebook page
- Build an email marketing list because your most loyal fans will want to hear more from you and get your updates first. But that is another topic altogether
