PodCraft | How to Podcast & Craft a Fantastic Show

Have you ever thought about publishing a report in your niche? A “state of the industry” piece that delivers fresh data, insights, and analysis to your audience.Original research can position you as an authority while sparking conversation, attracting media coverage, and opening new opportunities.But gathering and reporting data is both art and science, and common mistakes can quickly undermine your work.Fortunately, we’re joined by Tom Webster of Sounds Profitable, one of the most trusted voices in podcast research. With more than 30 years of experience, Tom shares practical advice on audience research and presenting original data. Whether you are planning a full industry report or simply running an audience survey, this conversation will help you avoid common pitfalls and prepare for success before writing your first question.Here are some of Tom’s key insights from our chat:Research Fuels Creativity“It’s always bothered me that people viewed the research and data side of things as not creative, when actually what it gives you is constraints. And constraints are really the key ultimately to creativity.”Far from being dry or restrictive, data gives you the boundaries that spark innovative thinking. By knowing how your audience reacts, you can sharpen your message, test new angles, and create with greater confidence.Ask Better Questions“Writing a question is one of those things that everybody thinks they can do and almost nobody does it well, because it requires a really bizarre way of thinking.”Good research starts with good questions, but survey design is a skill in itself. A poorly phrased question can confuse your audience or skew your results beyond usefulness.“Don’t start writing any questions until you’ve had conversations with listeners. Those chats don’t give you the final answers, but they show you what you should ask about.”Begin with real conversations - virtual coffees, quick calls, or informal chats. Use your audience’s own words to shape your survey options, ensuring the language resonates with them rather than sounding like a form filled out by a stranger.“If you ask a question and you don’t know what you would do with the result of any of the answers, don’t ask the question. Don’t waste people’s time.”This is the ultimate filter. Every question in your survey should serve a purpose. If you don’t know how you’ll act on the response, cut it.Research to Know vs. Research to Show"Broadly, there’s two kinds of research in anything. There’s research to show and there’s research to know. And I like to specialize in research to know."So what's the difference?“I would often be asked by people, I want to do a survey that shows this. I want to do a survey that shows that this product approach that our company uses is actually the best. That’s research to show. And I always tell people, be prepared not to get the answers you like.”True authority comes from being curious, not from trying to validate a pre-set agenda. If your findings surprise you, lean into that."If the research comes back credible, without obvious flaws, and it contradicts your original hypothesis, the best thing you can do is document it honestly. Share the story: explain what you expected, why you thought the outcome would be different, and then walk people through the actual findings. Reflect on what surprised you and what might have made the difference. That's the essence of thought leadership."Audiences and peers will respect you far more if you publish results that challenge assumptions, even your own.“…if you can’t tell a story with a particular data slide, then don’t include it. And that’s not necessarily cherry picking, that’s just this did not come back as an interesting finding.”Not every data point belongs in your final report. Great reporting is about focus: highlight what tells a meaningful story, and don’t overload your audience with filler.Be Transparent“The magic word is respondents. You can’t say ‘audiences say this,’ but you can say ‘53% of respondents said this.’ You’re never going to go wrong there.”Every survey has its limitations. Maybe your responses came from a mailing list, or from people who clicked a link in your podcast notes. That’s fine - just be clear about it. Transparency builds trust, while over-claiming erodes credibility."You don't have to denigrate your approach. You don’t have to talk yourself down. I’m just a big fan of just being very clear about what you did. Just tell them what you did."A simple "Methodology" paragraph in your report will do the trick. No need to get granular with the details, but what were the places, platforms or methods you focused on to collect responses?“…if you have a study that has 500 respondents, I think it’s just fine to say men say this and women say that. I think it’s probably just fine to say that 55 plus says this and 18 to 34 says that. But actually look at the number of men 18 to 34 in your study… you’re in the low double digits, right? And that’s where you want to be very, very careful.”In other words, don’t slice your sample so thin that the numbers stop being meaningful. Sometimes it’s better to give raw counts than percentages when subgroups are small.And... Iterate!“…one of the things that it’s really difficult to do in a single survey is report a correlation… I think what you can say is this sample did this and this. And here’s the key, if you’re a curious person and you want to get better, is you iterate. The next time you do a survey, you ask about that correlation specifically, you make it specific and then you see, okay, that hypothesis was right. It’s a scientific method.”Don’t try to force causation out of one dataset. Treat each survey as a stepping stone in a longer journey of discovery. If you can build on your data, you'll begin to spot interesting patterns and trends.A huge thanks to Tom for sharing his insights and experience. SoundsProfitable.com is the main hub for keeping up with his work in the podcasting space!Also MentionedAlitu: The Podcast MakerThe Audience is Listening - Tom's BookScoreApp

How do you keep a podcast going long enough to reach 500 episodes?Most shows fade away after a handful of recordings, but The Photowalk has just passed a huge milestone. This week, I’m joined by its host, Neale James, to explore what it really takes to stay consistent, build a community, and even turn a passion project into something sustainable.Read the full blog post on this too, here.Neale shares:Why showing up every day matters more than waiting for inspirationHow listener nicknames, mailbags and “the other listener” helped build a loyal communityThe role authenticity plays – including leaving in planes overhead and barking dogsLessons carried over from his BBC radio career into podcastingHow he’s pieced together monetisation with Patreon, sponsors, mentoring and photo toursIf you’ve ever wondered how to keep your podcast alive and enjoyable well beyond launch, Neale’s story is packed with lessons you can take straight into your own show.Also MentionedAlitu: The Podcast MakerScoreApp

Do you think launching a podcast means buying lights, cameras, and spending hours editing? In this episode, Becky Pierson Davidson (Build With Becky) shows why none of that is necessary. Her short, audio-only episodes feel like voice notes from a smart friend, each one sharing a single tip to help community-driven businesses thrive.Becky explains how she keeps her process simple and sustainable, from idea to published episode in under 15 minutes. She shares why this straightforward style resonates with her audience, how it has led to new clients, and the role of storytelling, newsletters, and small conversations in building community.Becky's websiteAlitu: The Podcast MakerScoreApp

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!