The Podcasters Podcast

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Paul, in his own words, has been interested in making the world a better place for a long time. Paul is a business owner and coach and has been running one of the longest social entrepreneur podcasts on the planet. He joins Ash in this episode to give his top tips and advice for podcasting as well as why he believes it is one of the best platforms out there. KEY TAKEAWAYS One of Paul’s first careers was working with vulnerable people including those suffering from mental illness. He managed to do this for over 15 years but after burning out, reinvented himself as a social entrepreneur. When creating his podcast, Paul already had a small audience but he concentrated on having great guests from the beginning and this is what he attributes his early success to. Podcasting is a unique way to start conversations and build communities, allowing people to learn from one another and support each other too. Paul sees it as his role to facilitate this. People can get caught up on audience size and download numbers in order to monetise. But what is more important is who your audience are. Paul became really clear about whom he wanted to serve in his business and on his podcast, allowing him to have focus on what he was producing, maximising his impact and profitability. You can’t appeal to everyone, it’s much more advantageous to niche down and focus on one type of audience and even one platform, such as podcasting, than spreading yourself too thin across people and platforms. Podcasting is uniquely intimate as a platform. Consistency is difficult but essential in podcasting. BEST MOMENTS “I reinvented myself as a social entrepreneur” “I had some really strong guests right off the bat” “It’s a way to start a conversation and build a community” “You can be making thousands of pounds with a 100 downloads” “You’re so much better off getting one thing right, or finding one audience”   VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE GUEST Paul is one of the first business coaches to focus on the needs of social entrepreneurs and impact business leaders. He is the former Director of Social Media for Wisdom 2.0, one of the premier conscious business brands in the world. In 2017, he founded Awarepreneurs - two of the things the company is known for is our popular social entrepreneur podcast and the Awarepreneurs Community, a global network of hundreds of social entrepreneurs who support each other in growing our businesses, increasing our positive impact and enhancing our wellbeing. The 4 Questions Every Social Entrepreneurs Needs to Ask PDF is free at www.paulzelizer.com Podcast site is www.awarepreneurs.com ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk  

In this episode, Ash and Kane talk about why, when you have a small audience, baked-in advertising is your best strategy for sponsorship! Related Episode: How Dynamic Advertising Makes You the Most Money KEY TAKEAWAYS Remember that you are often a risk to the advertiser if you have a small audience and no social proof. When you use a baked-in ad, the advertisers effectively ‘own’ that episode. This way you are maximising the potential returns for the sponsor and it’s easier to sell this to them. ROI might be low for advertisers when a podcast first starts out, but they will continue to earn on that baked-in ad for years to come as the show grows. Do a host read, mid-roll baked-in ad, this is where the sponsor will get the best ROI and will want to continue to invest in your show. You can always switch to dynamic ads as your audience grows. BEST MOMENTS “You’re (the advertiser) still going to be getting leads from that ad which you are no longer paying for” “Once you get a bigger audience, you can value your ad slots more” “It’s a great first step and it’s all about relationships with podcasting” VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk

Everyone seems to be talking about Chat GPT and AI and so in this episode Thom, Kane and Ash wanted to talk about the potential impacts this could have on the podcasting space. KEY TAKEAWAYS Thom predicts there will be little to no negative impact on Podcasters from Chat GPT. It will only strengthen the authenticity of real podcasters doing real things. Chat GPT and AI might become good tools to help with podcasting, such as helping research, show notes, and allowing podcasters to focus on higher-value tasks. Podcast hosts allow a connection, many people come to a podcast for the content and stay for how it’s delivered. AI won’t change this. Even where AI can be used, there’s still a human element involved, usually including a manual process or processes. There is no original thought in Chat GPT, the more original your podcast can be the less Chat GPT and AI can get close to recreating it. BEST MOMENTS “I don’t see it in any meaningful way that it will negatively affect podcasters” “The podcasters that have a real spark to them, it’s always a connection with the host” “I find most of the Chat GPT stuff is what I’d call ‘second draft’ quality, I wouldn’t be copying and pasting stuff out of GPT” “If you look at your content as ‘what is my unique take’ on these things and that is the value, then Chat GPT can’t compete” "It's not gonna replace anyone, it's just gonna support" VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk

Should you buy podcast downloads? The simple answer is no and in this episode, Thom explains exactly why! KEY TAKEAWAYS You may get offered downloads/listeners from people but all they are doing are using cheap phones to ‘farm’ downloads and subscribe. They aren’t using organic promotion and all downloads are coming from one area and generally, all the downloads are just on one episode. The only purpose this would ever serve is to inflate your own ego. You aren’t actually getting listeners, no one extra is listening to your show. There is no vanity number in podcasting, no one sees your numbers and downloads. BEST MOMENTS “Fundamentally there is no reason you would ever do this because there is no person listening to your show” “Should you ever do this, absolutely no” VALUABLE RESOURCES   Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk

Darien Southerland is a podcaster with experience in both radio and advertising. He joins The Podcaster’s Podcast to talk about his journey into podcasting including his key takeaways from running a ‘hyper-local’ podcast and the importance of discoverability. Connect with Darien on LinkedIn here KEY TAKEAWAYS Darien worked in radio which he then left to go into advertising. It was in advertising that he was introduced to Podcasting in 2017. Podcasting isn’t about appealing to the masses, it’s about niching down. Darien and Ash agree, there’s no such thing as too niche, if you are creating the right content for the right listeners you will find growth. The right advertisers will sponsor your show for the right audience; it’s highly valuable for them. Education, events and community are three subject matters in a hyper-local podcast. One of the hardest things in podcasting is discoverability; you have to be able to market your podcast and to the right people. Darien says to be prepared that you won’t make money in the first 6 months, podcasting takes time to grow. You only get one chance to make a first impression in podcasting, it’s essential that each episode sounds good and the content is great. BEST MOMENTS “Podcasting is not broadcasting, it’s narrowcasting” “Find a very specific listener and create content for them” “They would rather advertise to people who really care about what I am saying than putting it on broadcast” “Banks like local relationships” “People want to hear things about stuff they know, about folks they know” “Your advertisers are your best promotors” “You get one chance to make a first impression” VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE GUEST Darien Southerland excelled in the radio industry for 10 years. Billing over 14 million dollars alone, hosting his own show and creating great non-traditional revenue and sponsorships for his clients. In 2011 he left radio to form his own advertising, and he has worked and continues to work with brands like KIA, Georgia Aquarium, college Football hall of fame, Libert University and many others. In 2018 he saw how podcasts were intersecting with daily lives. He also saw a hole that local news was not being supported. At that point, he founded the BG podcast network and started working with Publishers, newspapers and brands creating hyperlocal and branded podcasts to tell their stories.  ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk

What are the secrets of big money sponsorship? Kane and Ash talk about the key things you need to know when speaking to a sponsor! KEY TAKEAWAYS The sponsors you speak to need to value your audience. Think about what sponsor would have a product or service that would serve your audience the best? If you find a sponsor whose audience matches yours, the sponsor will value them and your audience will also value the ads you put out. You are providing value for both. If you find success with one sponsor, look for related searches to find more sponsors. To reach out to sponsors, you can approach them directly on their websites, LinkedIn or even find their head of marketing or sponsorships if they are a large company. It’s a mistake for you to negotiate a CPM deal for your first or early sponsorship, you’ll make much more money if you negotiate a fixed-term cost and use a baked-in ad so the sponsor gets a bigger ROI. You can repurpose your podcast content on other platforms (e.g TikTok, YouTube) and negotiate more money as your impressions are higher. It’s worth having less from a sponsor and instead building a long-term relationship with them. BEST MOMENTS “If they get the best return on investment, they will pay you more and they will pay you again” “The trap most podcasters fall in is they are negotiating sponsorship deals on a CPM” “Try and build long-term relationships with a sponsor even if it means taking less” VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk

Thom and Kane give the lowdown on what they expect and predict from podcasting in 2023, including the type of growth, what opportunities there will be and what you need to focus on to find success with podcasting this year. KEY TAKEAWAYS Listeners are going to grow in every country but particularly in ‘non-western’ countries such as India and Pakistan. Better quality equipment and less reliance on zoom means people will be expecting higher-quality audio. People are sensitive to how stuff sounds and won’t sit through awful audio. Podcasting is more of a ‘format’ of a show rather than a medium which means we will begin to see more video content creeping into the space. Repurposing your podcast into video clips for socials is a great way to find discoverability and will continue to be so in 2023. Start using a subscription model for your podcast, this will get even bigger in 2023. Your subscription site will become a cheap form of entertainment in a difficult financial year. Collaborate more with other podcasters in 2023, to help with promotion and discoverability. Each piece of content you create needs to be standalone, the content you see now is about the algorithm, serving you content that is valuable, not who you ‘follow’.   BEST MOMENTS “The baseline for what is considered good audio will continue to creep up” “Spotify has become a great place for casual listening” “Do video for your podcast and take as many clips as you can and repurpose that” “When thinking about how can I grow my show, having a video element in a weird way is the most powerful thing that you can do” “Create content that is bespoke for that channel” VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk

Why should you have a podcast going into 2023? Kane and Ash discuss the multiple reasons why creating a podcast this year could not only grow your business but also build your following, create multiple streams of income and much more! They also discuss why 2023 has more in store for podcasting and podcasters than ever before. KEY TAKEAWAYS Podcasting is the only media that has a long tail; it’s an asset that will pay you for weeks, months a years after you create the content. Low competition. There’s the same amount of active podcasts as there were YouTube channels back in 2007. High-value content. You are creating valuable content for your audience in long-form content such as podcasting. Multiple streams of income. The content you create for your podcast you can repurpose to use on other channels. BEST MOMENTS “You’re going to be getting paid, on the content you forgot you recorded” “It’s hard to provide a huge amount of value in sub-60seconds” “If you have a better relationship, they’re more likely to buy more from you” “Start with your long-form high-value content and then chop it up for those viral platforms such as TikTok” VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk

When you first begin podcasting, how should your first ten episodes look? Kane and Ash answer this question as well as outline the importance of how you launch them in this episode. KEY TAKEAWAYS Create 10 episodes initially. Upload 6 on day one, and then you have 4 in the bank for content emergencies. The 6 episodes you upload on day 1 should be your foundational episodes, they outline the overarching content that your show might cover. The 4 episodes left are your ‘bank’, it’s really important when you launch your podcast to have a bank of episodes. People don’t like brand-new things, people are more likely to listen to a podcast with 6 episodes than just one. BEST MOMENTS “You really want to make this as evergreen as possible” “Launching with 6 gives you the opportunity to chart when you launch” VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk

Why are listeners better than viewers? Kane and Ash explore the differences between podcast listeners and viewers on platforms such as TikTok and YouTube and what makes your podcast listeners the more engaged audience. KEY TAKEAWAYS Because podcasts are longer, you get more time to build trust and relationships with your listeners. Content online has got shorter and smaller and it gives creators a lot less time to capture their audience's attention. You can provide better value via a podcast which your audience knows. Podcasting is passive, allowing your audience to do other things at the same time. Trust leads to consumption and buying. One podcast listener is worth around 5k views on Instagram or TikTok. BEST MOMENTS “Length Matters” “On a podcast, people go on it knowing the length” “If you bumped into your podcast host in the street you could probably have an entire conversation” “One podcast listener is worth around 5k views on Instagram” VALUABLE RESOURCES Podcast Production - The Cost of the Wrong Choice How to Launch a Number 1 Podcast - Part 1 Free Podcast Workshop https://tinyurl.com/Pod-Help ABOUT THE HOSTS Kane Baron, Ashley Morris & Thom Luter manage over 150 live podcasts Including Rob Moore, Kevin Clifton, Shaa Wasmand MBE & more. Helping Entrepreneurs Launch, Scale & Monetise their podcast for over 6 years. CONTACT METHOD WebsiteLinkedIn Email: podcast@progressiveproperty.co.uk