PodCraft | How to Podcast & Craft a Fantastic Show

Have you ever wondered how to turn loyal listeners into paying customers without feeling like you’re forcing the sale? In this episode, we explore practical ways to make that leap, from using dynamic ads wisely to weaving your own products and services naturally into your content. It’s all about adding value first and showing how what you offer can genuinely help.We also chat about some of the bigger questions shaping podcasting right now. Should algorithms play a bigger role in helping people discover new shows, or do they risk limiting variety? Should you add a picture of yourself to your podcast cover art? And on a lighter note, we share how swapping a standard planning meeting for a walk outdoors has boosted our energy, creativity and focus.MentionedAlitu: The Podcast MakerThe Podcraft AcademyAre Algorithms Good for Podcasting?Micro-Speak Plus Accessible Recorder ReviewShould You Include Your Photo in Your Cover Art?The Truth About Audio-Only Podcasts in 202515 Editing Tips From 15 YearsShort-Form Video Clips Could Cannibalise Podcasters' Real Audiences

What makes a podcast truly discoverable, and how do you uncover the “throughline” that keeps listeners coming back?In this episode, we're joined by Ben Hickman, host of the Reflective Rebels Podcast. Ben shares his vision for capturing extraordinary stories from ordinary people, and the challenges he’s facing around podcast identity, discoverability, and staying true to his mission.Together, they explore:Why a clear throughline is vital for long-term growthHow to refine your avatar so your show speaks directly to your ideal listenerThe power of episode titles, format tweaks, and reflective content between interviewsPractical branding and website tips to make your podcast more findableBalancing passion projects with sustainable momentum

Can a podcast rooted in one city or neighbourhood really matter to listeners halfway across the world? Or should hyperlocal shows focus purely on the people right on their doorstep?In this episode, we are joined by Cody from the Community Build Up podcast. Together, we dig into the tension between going deep on local stories and widening the lens to reach a bigger audience. You’ll hear how podcasters are using place-based content to grow loyal followings, why a global reach isn’t always the right goal, and how you can decide what works best for your own show. If you’ve ever wondered whether to keep things close to home or aim for international ears, this one’s for you.

Discover the journey of two hosts from a mental health podcast as they discuss carving their unique voice amidst a crowded space. Learn about their transition from casual conversations during lockdown to deeper discussions that matter. The conversation covers the challenges of a monthly release schedule, strategies for audience engagement, and the importance of collaboration for growth. Explore monetization without compromising authenticity, plus practical insights on sustaining a meaningful podcast over the long term.

How do you turn your podcast audience into paying members? In this episode, Colin talks with Mike Morrison from Membership Geeks about the strategies podcasters can use to build successful memberships.You’ll learn how to choose the right model for your show, whether that’s creating outcomes, fostering mastery, building connection, or offering resources. Mike shares real examples of podcasters who have grown six-figure memberships, explains why content alone is no longer enough, and reveals how to keep members engaged for the long term.If you're in or near the UK, be sure to check out Retain Live 2025, which is taking place in Newcastle on the 23rd and 24th of September!And if you want one resource to help you start up a membership, try The Membership Roadmap. This is Mike's full guide to planning and launching a successful membership.

In this discussion, Jeremy Enns, founder of Podcast Marketing Academy, reveals insights from his three-year Podcast Marketing Trends report. He explains why independent podcasts are thriving while big shows falter. The role of video content is highlighted, along with the diminishing returns of social media for growth. Jeremy also explores the importance of compelling show concepts, innovative tools like Alitu for podcast creation, and how email newsletters can enhance audience engagement and podcast visibility.

Indy is creating a podcast for his online gardening club, Tender Shoots, aimed at listeners aged 65 to 100. His mission is to make the experience simple, welcoming, and accessible. No technical headaches, just great gardening advice.The challenge is balancing ease of use with modern podcasting features like chapter images and detailed show notes. Indy is tackling this by streamlining the subscription process and guiding members on how to use podcast apps. The goal is to offer an enjoyable and educational experience tailored to older gardening enthusiasts, without letting the tech get in the way.Looking for support or coaching in your own podcasting ventures? Head on over to thepodcasthost.com/help and tell us what you need!

Murr Lafferty, a seasoned podcaster with two decades of experience and host of 'I Should Be Writing,' shares her insights on effective monetization strategies, especially through Patreon. D Carry, the voice behind 'Travel N Sh!t,' discusses navigating sponsorships and utilizing affiliate codes. They explore the real-world successes and failures of various income streams, stressing the importance of aligning monetization with audience interests and the need for patience in building revenue without stifling creativity.

Podcasting isn’t easy, but it doesn’t have to be complicated.Figuring out who you want to reach and how you’ll serve them is hard work, but it’s the kind that truly moves the needle.In 2025, we risk losing sight of that north star. Too often, clarity is traded for trends, and purpose is swapped for perceived expectations. Stay focused. The best podcasts still begin by serving real people, not chasing the algorithm.On this episode, I'm joined by Rachel Corbett, who brings a wealth of podcasting experience to the table. We discuss some recent data collected through regular polls in our Podcraft Pointers newsletter. Then, we catch up on the latest tools, tactics, and techniques that are working well for us right now.Key Talking PointsThe "Podcasting" Name Debate83% of surveyed indie podcasters believe the term "podcast" hasn't outlived its usefulnessIndustry voices with big profiles are pushing for rebranding, but thousands of creators prefer keeping the termComparison made to radio shows that also stream video - they don't stop being called "radio shows"Major platforms (YouTube, Spotify, Apple, CNN) still use the term "podcast"Video vs. Audio-Only ContentMany new podcasters feel overwhelmed by video expectations and delay starting their showsVideo doubles workflow time and adds technical complexity (lighting, makeup, outfit changes for batch recording)Consistency matters more than video for podcast successRisk of creative monoculture - video favours simple chat show formats over inventive audio formats like dramas and documentariesMonetisation Challenges with VideoDynamic ad serving (industry standard) doesn't work on YouTube or Spotify's cached video feedsForces return to baked-in ads, creating same problems the industry solved years agoCuts off major monetisation channels for creators heavily dependent on SpotifyPlatform Control IssuesGoogle pushed video podcasts on YouTube for monetisation reasons, not creator benefitSpotify requires opt-in for RSS distribution, creating discovery barriersPlatforms can change algorithms overnight, affecting reachThe Value of Audio-First Content91% of surveyed podcasters believe spoken word audio should be championed alongside videoAudio provides escape from screen time and fits seamlessly into daily activitiesPodcasting originally succeeded as an antidote to screen addictionLong-form, relationship-building content vs. addictive 6-second hook cultureAI and Workflow ToolsChatGPT valuable for idea generation and content planning, not wholesale content creationAdobe Enhance effective for audio cleanupAI clipping tools not yet reliable for video editingCanva increasingly useful for quick design and video creationEquipment and SetupMany experienced podcasters stick with reliable, familiar gear for yearsWireless lavalier mics making location recording less intimidating for guestsAI audio cleanup tools reducing need for perfect recording environmentsIndustry ComplexityPodcasting has become significantly more complex compared to simpler early daysMultiple platform considerations creating workflow complicationsNeed to balance innovation with accessibility for new creators

Tomas Loucky, better known as Tommen, is an expert in growing an audience on LinkedIN, and has been growing his Podcast 'Produced By' there for the past year. With over 20,000 followers, he joins Colin to talk about building a personal brand, repurposing podcast content, and finding great guests through LinkedIn. They dig into how to strike the right balance between personal and business-focused posts, and why authenticity and experimentation are key to growing an audience.Check out Tomas's podcast Produced By with Tommen, along with his other channels and projects, right here.