After a year of podcasting, what have we learned? You’ll know soon because in this episode, we’re sharing our top podcast lessons with you.
Whether or not podcasting is in your future, listen up because these insights also apply to productivity and to marketing in general.
TIME-STAMPED SHOW NOTES:
[00:40] Introduction
[01:45] Have Realistic Expectations and Keep It Up
[03:10] Plan Ahead and Work Ahead with a System
[04:43] Promote, Promote, Promote
[06:06] Outsource As Soon As Possible
[08:04] Don’t Bite Off More Than You Can Chew
[09:21] Know Your Audience
[10:55] What Do These Top Podcast Lessons Have in Common?
[12:48] Bloopers
[Theresa] It’s our one-year anniversary as well as a big milestone for us.
You may not be aware, but there are almost two million podcasts as of March this year. TWO MILLION! And out of those podcasts, a high percentage are inactive or have faded away into the sunset.
A podcast isn’t a quick win. It’s a lot of work, and there’s little reward at first. You don’t see the fruits of your labor right away unless you’re already a big brand. So, a lot of small businesses give up really early. The fact that we’ve kept it up is an achievement we’re celebrating today.
Top Podcast Lesson #1: Have Realistic Expectations and Keep It Up (Even if It Feels Like You’re Talking to Yourself)
[Meghan] Businesses do give up way too early. And that brings us to podcast lesson number one right away: it’s important to have realistic expectations and keep going—even if it feels like you’re talking to yourself.
Unless you already have a large community, it takes a lot of time and effort to acquire subscribers. So, get comfortable with no audience and the sounds of silence!
Initially, it will feel like a lot of effort for not much benefit. Accept that fact straight away before you even think about podcasting.
[Theresa] Before we started the podcast, we discussed the fact that it’s a long term effort. We committed beforehand to going all in in spite of that initial period of low subscribership. So, our mindsets and expectations were in the right place.
Having a co-host can help you stay committed. It’s that accountability factor that has been one of the biggest reasons we’ve stayed motivated and kept the podcast going. Plus, it’s made the whole effort much more fun!
[Meghan] This really has been fun! A lot of work, but a lot of fun too.
Although we had prepared ourselves for the crickets, we still hoped to get more feedback. It’s been an online ghost town in many ways, so I’m happy that I’m not in this alone since I probably would have given up.
Top Podcast Lesson #2: Plan Ahead and Work Ahead with a System
[Theresa] I agree! You know, another way we’ve been able to keep going is by planning ahead and working ahead with a system. And that’s lesson number two.
To achieve your goals, you’ve got to plan your work and then work your plan. Having a plan and a process:
- Helps you stay on track
- Let’s you see where you are in your production cycle
- Prevents details from falling through the cracks
- Makes work easier
Meghan and I have always been on the same page here. We set up an effective and efficient process for producing the podcast from the outset. It’s important for everyone on the team, as it helps us meet our deadlines.
[Meghan] We use Asana to house our podcast workflow. This system was one of the first things we set up when we were in the pre-launch phase. It’s simple and practical.
It consists of four phases. Then, each phase has its own checklist, so no one on the team misses a step. Everyone can see where everything is at a glance. Easy peasy. This goes to show that you don’t need a complicated, cumbersome system for it to work well.
[Theresa] It was also important for us to set up our systems right from the start as we wanted to batch record episodes. The only way to manage multiple episodes in different phases of production is with a system. A system keeps us organized, minimizes errors and eliminates overwhelm.
So, create a system or process for your plan in order to seamlessly turn out consistent content.
Top Podcast Lesson #3: Promote, Promote, Promote
[Meghan] Like most content marketing, podcasting relies heavily on getting the word out. Lesson number three is to promote your content because if it doesn’t reach people, then it’s not effective marketing.
And, we already knew that, so it’s not so much a lesson that we learned as much as it’s another example of how important content promotion really is.
[Theresa] The truth is that in the first six months of the podcast, we were so consumed by planning and production that promotion fell off the radar.
You know, in the beginning of any new thing—whether it be starting a blog, vlog, or podcast—you’re preoccupied with the administrative stuff.
You’ve got to figure out the process, create a system, get into a good flow, fit the tasks into your schedule, get used to your team, and identify any areas of opportunity. These are key aspects of setting yourself up for success from the get go.
[Meghan] And, initially we were so focused on getting those things nailed down that we didn’t prioritize promoting the podcast past the initial launch.
While it’s true that you get some visibility in the podcast platforms, it’s not enough. Like with all content marketing, you’ve got to always be reminding people about your content. So, build promotion into your process since it’s an ongoing, necessary task of all content marketing.
Check out these productivity and marketing insights from a year of podcasting.Click To TweetTop Podcast Lesson #4: Outsource As Soon As Possible
[Theresa] From day one, we knew that we’d be outsourcing some of the podcast tasks. If you want to achieve your goals and grow, you’re more likely to succeed with others than in isolation. That’s why lesson four is to outsource as soon as possible.
Right off the bat we identified the one task that would keep us from making consistent progress. That task was editing! Just hearing the word editing sucks all the joy out of my world. Fortunately, Meghan felt similarly.
We also made a list of other work that we could potentially outsource. But we didn’t make those hires right away.
[Meghan] Right. In the beginning, it was me, Theresa and our audio editor. We did also hire a musician to create the custom music for the intro and outro. Keeping the team small was important because we were still developing our systems, learning how to work together, and evolving our workflow.
It was a for-now decision to start with a tiny, but mighty team. Our intention was to add a virtual assistant later. And that’s exactly what we did.
We now have a part-time VA who does most of our graphics and we’re training her on WordPress, which will free us up to focus on the content and the strategy for the podcast.
[Theresa] We have been super intentional about our hiring. Our systems and processes have allowed us to clearly identify what skills to hire for and in what order.
We are ridiculously grateful for our team. They make our lives a little bit easier. And their contributions are what help us get our podcast out to you every week.
If I can leave you with this final piece of advice about outsourcing? Hire before you think you’re ready, but first develop the systems to support a team member. You’ll be glad you did.
Top Podcast Lesson #5: Don’t Bite Off More Than You Can Chew
[Meghan] Of course, even with outsourcing, there’s only one you. If you get overwhelmed and overburdened, you’ll abandon the task at hand. So, lesson number five is to avoid biting off more than you can chew. Stick to simple. Start small.
Here’s where we went awry. We planned to launch the podcast as a blog AND as a YouTube show—all at the same time. Essentially, we intended on creating audio, text, and video content all at once so that we could repurpose the podcast across multiple platforms. What were we thinking?! That was way too much.
[Theresa] I know, we were definitely too ambitious!
It took us a few months to discover that podcasting and blogging simultaneously were manageable. But video? Not so much.
And, what’s more, we didn’t enjoy the video aspect. It wasn’t fun. In fact, it was more stressful and created barriers to getting the podcast done.
[Meghan] So, make your content marketing manageable and somewhat enjoyable. Otherwise, things will be too difficult and you’ll end up quitting.
Top Podcast Lesson #6: Know Your Audience
[Theresa] Okay, last but not least, lesson number six is to know your target audience or avatar.
There were many unknowns when we first started, including our ideal target audience. That made it a challenge to figure out branding, episode topics, the introduction, and all of that important stuff!
[Meghan] Identifying an avatar is a common rule in marketing, but it’s not always obvious who your ideal customer is.
[Theresa] That’s true. Let’s face facts, though. Knowing who you’re talking to guides your content and branding. Without a better grasp of who you’re talking to, it’s like shooting arrows in the dark. You may hit the mark, you may not.
Since we weren’t sure, we started with a broad understanding of the audience we wanted to reach and the themes we wanted to cover. Each week, we published content and kept revisiting and analyzing what we were doing.
Eventually, we had enough data to learn more about our audience and which direction to go. And that has made all the difference!
[Meghan] It sure has! Pivoting the theme to marketing productivity has finally sent our subscribership on a consistently upward trend. And, again, more proof that knowing your audience matters to your content and your success!
What Do These Top Podcast Lessons Have in Common?
[Theresa] Alright, before we finish up, we want to emphasize two points.
Messy Moments Guide the Way
First, we started this podcast messy. It was right at the start of the pandemic, so…not necessarily the “ideal” time. And, we had no podcasting experience, and we had no clue about our audience. But instead of trying to get it perfect, we started.
Often, the best way to get your questions answered is to just go and do the thing. Then, collect your data and make adjustments along the way.
In other words, make your best guesses and then take imperfect action. Don’t be afraid of the messy nature of starting something new and learning as you go.
Marketing and Productivity Go Hand in Hand
[Meghan] Well said! And I’ll add that sustainable, manageable content marketing requires productivity, especially for solopreneurs.
Time after time, it’s the systems and processes that we’ve set up throughout our podcast journey that have supported us in making it possible to meet our deadlines and to keep things going. Well, that and having each other!
[Theresa] Absolutely! I can’t believe how fast it has gone. I’m really proud of what we’ve accomplished, and I’m looking forward to what’s in store for this next year.
[Meghan] I second that emotion!
Okay, that’s a wrap. If you’d like to wish us a happy podcast anniversary and show your support, we’d love a five-star review on Apple or a comment below.
Thanks for sharing this adventure with us and we’ll see you next week!
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