And as always, we’re going to be using case studies of shows we think are hitting podcast ads out of the park. This time, we’re using Smartless and Was I In A Cult? to really showcase what it takes to make effective podcast ads…so you can, too!

But Why Are We Focusing On Podcast Ads?

Well, it’s mainly because this is one of the first ways podcasters get into monetizing their podcast. The push for podcast ads has been pretty explosive over the past couple of years. If you’re an avid podcast listener, you’ve no doubt experienced the uptake in ads on your favorite shows. And this is mainly because more and more, brands and advertisers are recognizing podcasts as prime real estate for effective ad campaigns. 

Podcast ads are a great investment for advertisers because they tap into a highly engaged and loyal audience.

Additionally, podcasts offer targeted advertising opportunities, allowing brands to reach specific demographics and interest groups. This targeted approach, combined with the intimate and trusted nature of the medium, results in higher conversion rates and a stronger return on investment for advertisers.

The Rise of Podcast Ads

It’s no wonder then that we’ve seen an overall 9.5% increase in global ad spend when it comes to podcast advertising. What’s more, podcast advertising is expected to snag 2.5B of the budget in the U.S. alone, representing an uptick of 19% year over year.

And that’s great news for podcasting! Of course it is! But! Before all you can see are dollar signs flashing before your eyes, it’s important to know how to use ads on your show. You’re not guaranteed this amazing payout. You have to engage your audience.

And to do that, you need to know how to create effective podcast ads.

So, what makes a podcast ad truly effective? Today, we’re using two top podcasts that we think are acing the podcast ad game and examining just how they do it.

But first! If you’ve never listened to an episode of SmartLess or Was I In A Cult? (You’re missing out! But that’s beside the point…) Here’s a little synopsis of each podcast…

SmartLess

“SmartLess” with Jason Bateman, Sean Hayes, & Will Arnett is a podcast that connects and unites people from all walks of life to learn about shared experiences through thoughtful dialogue and organic hilarity. In each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. What ensues is a genuinely improvised and authentic conversation filled with laughter and newfound knowledge to feed the SmartLess mind.

Fun fact! A recent episode of the show featured three former US Presidents!

Was I In A Cult?

Hosted by Tyler Measom and Liz Iacuzzi, Was I In A Cult? is a documentary-style podcast showcasing individuals who have been in, and most importantly, successfully left a cult. Told first-hand by the experiencer themself, these are raw, riveting and inspirational tales of what it means to be a survivor. Using levity and info-tainment, the show humanizes the cultic experience and may leave some of our listeners asking themselves…“Wait…Was I In A Cult?”

Best place to start? I recommend the MLM LULAROE: “WHAT’S YOUR WHY?” episode!

Now, without any further ado, let’s break down why these two shows have such effective podcast ads, so that you can use these strategies to create effective podcast ads on your show, too!

How to Create Effective Podcast Ads

1. Authenticity is Key

When it comes to effective podcast ads, nothing beats authenticity. Both SmartLess and Was I In a Cult? are masterclasses in authenticity when it comes to their ads. 

NOTE: It should be stated here that both of these shows use host-read ads. Host-read ads have proven to be the most effective when it comes to podcast ads. And this is mainly due to that really special relationship that develops between host and listener. And when it comes to advertising, you can leverage this relationship to convert to good responses to your ad campaigns. So that’s always something to bear in mind when you’re looking to create amazing, engaging, and effective podcast ads!

Back to these podcasts…

Both of these shows thrive fundamentally because of the genuine chemistry and spontaneous humor of their hosts. 

And when it comes to their podcast ads, the same authenticity shines through. The hosts don’t just read scripts; they share personal anecdotes and experiences with the products. This creates a seamless blend between content and advertisement, making the ads feel like an organic part of the show rather than an interruption. Although, of course, they do make it clear that what they’re sharing is ad or sponsor-related. This also helps spark the required action when the CTA’s are given, as the listeners already trust what the host is sharing.

Takeaway:

If you’re creating an ad campaign for a sponsor for your podcast, aim to weave in your own stories and experiences with the product. Your listeners already trust you. So they will also trust you about products you love. Remember: Authenticity fosters trust and makes the ad more relatable and engaging.

2. Great Audience Knowledge

This next element of effective podcast ads is vital…great audience knowledge! Remember how we spoke about the trust podcast listeners have for their favorite podcast hosts? Well, podcast hosts need to honor and respect that trust by only partnering with brands or businesses that align with their show’s values. This is so vital for getting favorable outcomes for your podcast ads!

You have to pick brands that align with what you stand for on your show, your values, and even your audience’s interests. If you’re just picking brands based on what you’re getting out of the deal in a monetary sense, your audience will know. And you’ll soon lose them! The worst possible outcome!

SmartLess and Was I In a Cult? clearly only partner with brands that they already love, and crucially, who they know their audience will love too. And this, at the end of the day, helps make the conversions they’re after in terms of sales that much easier to make.

Takeaway:

Understand the interests and needs of your audience. Pick brands or ad partners that resonate with your listener’s values and interests, and ensure that the products advertised are relevant and beneficial to them. This is a vital part of effect podcast ad campaigns!

3. Seamless Integration

One of the standout features of both “SmartLess” and “Was I In A Cult?” is the seamless integration of ads into the episodes. Instead of jarring transitions, the ads flow naturally from the content, maintaining the listener’s engagement and minimizing disruption. Again, it’s always clear that it’s an ad, but the ads on these shows work so well because they’re given the same effort as the rest of the content. 

In other words, they don’t just “tack on” the ads. Ads are given the same kind of consideration as the rest of the content. And that’s why they deliver what the hosts are hoping for. That effort and care is another key element of effective podcast ads.

Takeaway:

Work on integrating ads smoothly into your episodes. Whether through clever transitions, relevant content, or even humorous asides, keep the flow consistent to maintain listener engagement. 

Remember: Podcast ads matter in terms of what you want to get out of them. So you should put the care and effort into making them great so that they give you the outcome you’re looking for!

4. Entertainment Value

Now, this next element will need to be tweaked and tailored specifically for each podcast, and be relevant to whatever “entertainment” means within the context of your show. But for both SmartLess and Was I In A Cult? humor is an integral part of their podcasts. 

And so one of the key reasons their ads work so well is because they both leverage the comedic talents of their hosts to make ads entertaining. The humor and wit that permeate the show are carried into the ads, making them not only bearable but enjoyable. This keeps listeners from skipping through the ads and increases the likelihood of them remembering the advertised products, and taking the required action. (More on that in a bit!)

Takeaway:

Incorporate elements of your show’s unique style into your ads. Whether it’s humor, suspense, or emotion, align the ad’s tone with your podcast’s overall vibe to keep listeners engaged.

5. Clear and Compelling Calls-to-Action

Now, it doesn’t matter how clever or funny your podcast ads are, if they don’t do what you want them to do, they really mean nothing. So, another key element of effective podcast ads is that they include a clear and compelling call-to-action (CTA).

Both SmartLess and Was I In A Cult? excel at this by providing listeners with simple, actionable steps, like visiting a website or using a specific promo code that they share in the ad, making it easy for listeners to follow through.

Bonus points if you add your links to your promos in your show notes!

Takeaway:

Ensure that your ads include a straightforward and appealing CTA. Make it easy for listeners to take the next step, whether it’s visiting a website, signing up for a service, or using a promo code. Use your links!

6. Consistency And Considered Repetition

And finally, Key Number 6 for effective podcast ads: Consistency and considered repetition. Both “SmartLess” and “Was I In A Cult?” have found the right balance between consistency and repetition, or frequency, when it comes to how they place their ads.

Neither show repeats an ad too many times in one episode. (This is a pet peeve of mine, btw!) But they do repeat the ads over different episodes as a way to build familiarity with the brands in question. This is what I’m calling “considered repetition.” Because while frequent exposure to the same ads helps reinforce the message and keeps the product top-of-mind for listeners, you have to find the balance between beneficial and annoying. And repeating the same ad in the same episode multiple times may sound like a good plan on paper, but I promise, in reality, it most certainly is not!

Takeaway:

Run your ads consistently over a series of episodes to build familiarity and trust. Considered repetition helps reinforce the message and increases the likelihood of listeners taking action, but without causing annoyance or driving away your audience.

Go Make Those Effective Podcast Ads!

Podcast ads are a great way to monetize your podcast. But, they have to be done right to be effective! And creating effective podcast ads is both an art and a science. But they are far easier to replicate when you know the formula.

By applying these strategies to your ad campaigns, you can create podcast ads that not only capture attention but also drive action. Shows like “SmartLess” and “Was I In A Cult?” set the standard for how to do podcast advertising right, turning what could be a disruptive experience into an engaging and even enjoyable part of the show. Take a page from their playbook and elevate your podcast advertising game!

What podcasts do you think get podcast ads right? Let us know and we’ll dive into them next!

Podcasting People is a bite-sized podcast featuring tips from all kinds people working in the podcast industry. And through the platform of the show, Gareth has actually built an incredible community of podcasting people.

Also, FUN FACT! Gareth Davies gave me my first “podcast guest” spot opportunity on an episode of Podcasting People. (I give a quick tip of content editing! You can listen to that here.) 

So I have first hand experience of the incredible space Gareth is creating for podcasting people to share their knowledge and experience, and just learn and grow together!

Gareth also creates and produces The Music Room. This podcast explores personal stories of inspiration from music industry professionals. On these episodes, guests are invited to leave an item and a piece of advice for others to find.

So with all this experience in both the audio and podcasting worlds, I knew Gareth would have tons of incredible value to share.

(I was right, btw.)

During the interview, Gareth shares his experiences in these two worlds, the things he’s found surprising on his podcasting journey, and some of his biggest lessons.

And of course, some top podcast recommendations!

So, let’s dive right in and step In The Spotlight with Gareth Davies.

In the Spotlight: An Interview with Gareth Davies

Jennay: Gareth! So great to chat to you again. Thank you so much for stepping In The Spotlight! I’m really excited for all you have to share with us today.

But first. We love an origin story here at The Podcast Digest, can you tell us a little about your journey in audio and how you have now come to the podcasting space?

Gareth: I’ve always been deeply involved with music, and became a professional media composer in 2011. I’ve been fortunate enough to write music for both commissioned TV shows and multiple production music libraries, so by now my music has been featured in loads of broadcast programming around the world. 

I see my journey into podcast production as a natural progression from music, there are a lot of skills that would feature in the centre of that Venn diagram. My friends and I were making up radio shows for fun way back in 2002…I think the first shows we did were edited on minidisc(!) So when I was drawn to podcasting as a medium I immediately felt comfortable. My first podcast was made with a fellow composer, and we had no idea how much work would be involved. I was already obsessed though, and I’ve been producing and hosting podcasts ever since.

Jennay: That’s such a cool journey into podcasting! I know the latest TV series you worked on was Toad & Friends. I can’t wait to introduce my niece and nephews to this! They’re going to love it!

And now one of my favorite questions…What are your top three podcast recommendations?

Gareth: I have so many favorite podcasts; similar to music, there’s a podcast for every mood. Ask me again next week and it might be different, but this week I’m playing:

The Rest Is Entertainment: as well as the content being relevant to my work, Marina & Richard hit the balance between entertaining and informative perfectly. The pacing is spot on.

I Never Thought It Would Happen: Chris Difford (of the band Squeeze) hosts this brilliant interview show in collaboration with the charity Help Musicians. 

In & Around Podcasting: I have to give a shout out to Danny & Mark at the hosting platform Captivate, who have gone the extra mile with this industry show. I like it because it doesn’t just cater to industry professionals, but to indie podcasters too. That’s basically my mission for Podcasting People.

Jennay: These are great picks! I’ve now added The Rest is Entertainment and I Never Thought It Would Happen to my list! And In & Around Podcasting has such a great theme song! (Besides being an all-round stand-out show!)

Now, let’s get into your podcasts. What initially sparked the idea for Podcasting People?

Gareth: I was becoming increasingly bored of podcasting podcasts from people who have made a business out of telling people how to podcast. Podcasting is a fast-evolving medium, so to hear from people who actually work in the industry and experience those nuanced changes in the landscape is way more beneficial in my view.

On top of this, I started taking on podcast clients last year but realized I didn’t really know anyone in the podcast industry. What better way to get to know people than by starting a podcast?

Jennay: Now that we know what sparked the initial idea for Podcast People, can you share a little about the mission and vision behind the show?

Gareth: I touched on it before…promises of fame and fortune if you buy someone’s course seem ridiculous. I want the indie community to get to know awesome industry people like I have. The mission is to bridge that gap through the power of podcasting. In addition, I’d love to see an Apple-style ‘genius’ bar at podcast events where indie podcasters can go and talk to industry professionals. If anyone wants to pay me to set that up I’m all ears! 

Jennay: Someone PLEASE pay Gareth to set that up! That would be amazing!

Now, from an audio perspective, you’re in this really interesting position where you’ve been in both the music production world and the podcasting space. Are there similarities or crossovers? Or how do they differ?

Gareth: As a freelance composer there are lots of parallels with indie podcasting. You have to wear all the hats and wear them well. You have to consider your environment and audio equipment when recording, mic technique…there’s a lot of crossover. I bet if indie podcasters were to have a go at producing music they might surprise themselves.

Also – in my experience – composers and podcasters aren’t that different as people. We’re all trying to tell a story through sound. Most of us are trying to cut through the noise, and are wearing multiple hats as I mentioned earlier. Most of us appreciate a sense of community to keep us going, which is why I started communities for both my Music Room and Podcasting People podcasts.

Jennay: I know I’ve told you this before (and I’ve said it above, too) but I think you’ve done something really special with the community you’ve created around Podcasting People. And I’m sure with The Music Room as well. What might have started off as a way for you to meet podcasting people has morphed into a way for podcasting people to meet podcasting people. And that is pretty cool in my book!

Now, who are some people you admire from a professional standpoint?

Gareth: I have so much admiration for all of the guests on Podcasting People. If I had to pick people out it’s because I’ve seen close up the work they’ve been doing.

James Cridland, for instance, really needs a day off. I appreciate all the work he does to deliver industry news consistently, and he remains really approachable. 

Danny Brown at Captivate has given me lots of time recently; we’ve featured on each other’s shows, and Danny seems to teach me something new about podcasting every time he opens his mouth. 

I also have to mention the mighty Arielle Nissenblatt for immediately saying ‘YES’ to being my first guest on Podcasting People. It gave me the confidence to make the show in the first place. 

Finally, Jennay Horn is a wonderfully positive presence on social media, which is always so welcome. Have you heard of her?

Jennay: [Insert blush face…and a tear!] Thank you, Gareth. I am incredibly humbled by the mention. And completely agree with you on all the above. James, Danny, and Arielle are truly some legendary Podcasting People!

Changing pace a bit, what has been the most surprising thing you’ve experienced in the podcasting space?

Gareth: I guess the ratio of how difficult it is to stand out to how nice people are. You’d think everyone would be more guarded and in it for themselves, but honestly I’ve not experienced any of that. It feels like we’re all in it together, and everyone I’ve met in the industry has been welcoming and supportive. 

Jennay: That really has been my experience in the space, too. And what would you say has been the biggest lesson you’ve learned on your podcasting journey?

Gareth: Don’t take on more than you can handle. My answer to most questions is ‘that would make a great podcast’, so I have to really consider how to designate my time. Our most valuable commodity is time, so I say do less better.

Jennay: That’s a great saying! Have you considered podcast merch! I would DEFINITELY buy a t-shirt with “Do Less Better” sprawled across it! It’s a great motto!

What are your goals for the next couple of months with regards to your podcast/other projects?

Gareth: The response to Podcasting People has been lovely, and potential guests keep saying yes to my invites, so I’m considering doubling the output and going weekly. 

In other news, I’ve just rewritten the music to the Music Room podcast, so that’ll go live with the next episode. Talking of the Music Room, I have a special episode in May that’s all about managing mental health in the music industry. It feels like the most important episode I’ve produced to date so I’m looking forward to seeing what the reaction will be.

I’ve also just launched some services via The Sound Boutique, so if anyone needs anything – from music/sound design through to editing services or even full production – come and say hello.

Jennay: I’m really looking forward to listening to that episode! (And your new music!)

I’m also incredibly excited to see your next steps on Podcasting People and all the cool projects you’ll take on via The Sound Boutique. 

Thank you so much, Gareth, for joining us In The Spotlight today! Anything else you’d like to share? And how can readers connect with you?

Gareth: I really appreciate being asked to answer these questions. I enjoyed answering them!

And if you’re involved in podcasting at any level, come and join the community at http://podcastingpeople.community

Who Will Be in the Spotlight Next?

Are you a podcaster? Or do you work in the podcasting space? Do you want the chance to be In The Spotlight? I’d love to connect with you! Reach out to me at jennay@weeditpodcasts.com.

Who knows! You could be In The Spotlight next!

Want to check out some more In The Spotlight interviews? Here’s the interview with South African podcaster, Sean Loots: In the Spotlight: Interview with Podcast Creator Sean Loots.

But first, a little more Case Study background and why we felt it an important project to tackle…

The podcasting space is a fascinating place. On the one hand, it’s exploding and expanding as a medium, with new shows joining the space, on what feels like a minute-by-minute basis. (Fun fact! At the time of this ‘going to print’ according to the Podcast Index, 353,592 episodes had been published in the last 30 days!)

(Information correct on day of publishing.)

But on the other hand, podcasting is still a medium in its infancy. There’s so much to learn. But, if we’re being honest. There’s also a lot of misinformation out there.

So, we figured we can put our years of podcasting experience and knowledge to effective use by diving into all kinds of podcasting topics and sharing the results of what we find. So that you can build your podcast on workable strategies and a factual foundation.

(We channel a little MythBusters on this post, if you’re looking to bust some of those pesky podcasting myths: The Truth About Some Common Podcasting Myths)

And so the Case Studies Series was born!

And first up, we’re tackling one of the most-Googled podcasting questions: How do I get my podcast to rank on Apple Podcasts?

Yes, there are a number of really great articles and resources on the topic. And for sure, you can and should read those! (The more you know, right?!) But for this case study, we’re going to dive into how one particular powerhouse podcaster was able to accomplish this impressive feat!

And that powerhouse podcaster is none-other than Steph Taylor!

But before we get into it, a disclaimer..

PLEASE NOTE:

This is a case study of what worked for one podcaster. This does not necessarily mean this exact method will yield the same results for every podcaster. There will always be a number of outside factors and circumstances that can affect the success of any of the strategies we share here. (And there’s always that tricksy algorithm to consider!) 

The aim of these case studies is to explore the methods other podcasters have found to be successful, to share what’s worked for them, so that you can tailor these to your own show and the factors within your control linked to your show.

NOW! Let’s get into it!

A We Edit Podcasts Case Study: A Strategy to Rank In Apple Podcasts featuring Steph Taylor

First up, let’s talk a little about our featured podcaster, Steph Taylor. Steph is an incredible online business strategist who helps service-based business owners build profitable and sustainable online businesses that continue to grow even when they’re offline. And here’s a fun IMPRESSIVE fact: In just 12 months, Steph took her online business from a hundred K to over a million dollars without the tradeoff of more hustle and more time.

But that’s not all Steph does! Steph is also the host of the podcast, Imperfect Action, which has clocked over two million downloads and counting. Through her episodes, Steph teaches online businesses how they too can reach financial choice, time, and location freedom through her framework that blends strategy, content sales systems, and mindset. 

All of that is incredibly impressive!

But the reason we picked Steph as the featured podcaster for this first study is what Steph was able to do the week she launched her podcast…

She reached that coveted Number 1 spot in Apple Podcasts during launch week!

So, how did Steph do it? How did she rank in Apple Podcasts in the week she launched her show?

Let’s find out!

Case Study: Steph Taylor’s Strategy to Rank In Apple Podcasts

Step 1: Produce High-Quality, Listener-Focused Content

First and foremost, it all starts with creating high-quality episodes. Now this will literally be our “Step 1” for every strategy for achieving podcast success. This is will never not be a vital step. If you want your show to grow and achieve success, you will always have to create high-quality episodes. High-quality in terms of content and audio production.

But Steph Taylor took this to the next level when it comes to her strategy to rank in Apple Podcasts. Not only did she focus on creating high-quality first episodes, Steph also ensured that those first episodes were listener-focused. (We’ll dive deeper into this in Step 3!)

Step 2: Launch with A Number of Episodes

Step 2 in Steph’s strategy to rank in Apple Podcasts is something we always tell our clients: When you’re planning your podcast launch, plan to launch with more than one episode!

Why?

Well, because this helps fast-track the relationship between you and your listeners. Just as you get to know someone the more you engage in conversation with them, so your listeners get to know you better the more content you share with them. And this is vital for building a loyal listener base.

But there is another key reason why this is a great podcast launch strategy, especially if you’re looking to launch with a bang! (Again, we can’t promise a Number 1 rank in Apple Podcasts, but there will be great launch stats!) And the reason is simple. The more amazing, value-filled episodes you have available on Podcast Launch Day, the longer your listeners will stay engaged with your show. And this, as with any listener-based medium, does great things for the metrics.

This is what Steph Taylor did when she launched her podcast, and this is what we highly recommend all podcasters do whenever they’re planning their podcast launch!

(Want more insider tips to help you ace your podcast launch? Then check out this episode of Business Beyond the Mic where Carli and Reuben break down all you need to know about successful podcast launches!)

Step 3: Acing the Algorithm

And now we get to the key step that helped Steph rank in Apple Podcasts at Number 1 the week that she launched her show. 

(Remember: Algorithms are tricksy things, and we cannot guarantee this will definitely work for everyone! BUT this is a great strategy for building your loyal listener base and getting your target audience finding and engaging with your show as you launch.)

Was Steph able to achieve this because she had a strong brand and a massive email list already? Guess what? No! Steph actually had quite a small email list – around 1,000 subscribers – as she prepared to launch her podcast.

HOT TIP! This email list had been built by consistently creating highly-valuable free content…this is a really effective way to grow a mailing list.

But here is the magic of Steph’s podcast launch strategy…

Steph made sure her first episodes were specifically listener-focused. Steph co-created her first 10 to 20 episodes essentially with her target audience. 

She went into certain business Facebook groups and shared that she was starting a podcast. She also shared that the episodes were going to be five to ten minutes long, and that she would be talking about relevant marketing issues.

Then she asked the key question…”What questions do you have or what struggles do you have when it comes to marketing your business?” 

And BINGO! She got a long list of things that people – her target audience! – were struggling with. From there, what Steph did was pick some of the top questions or struggles people seemed to have, and she created her first couple of episodes around these. A genius way to ensure that your podcast is serving its target audience right from its launch!

And then when Steph had launched her podcast and published those episodes, she went back to that Facebook group, found that relevant question, and then commented to share that she had just created an episode based on this question. And she added the link to that episode in the comment! 

The result? Excited engagement from her target audience right from Launch Day!

But there is one more element to Steph’s launch strategy that helped seal the deal to rank in Apple Podcasts…

So, we mentioned Steph had a small email list. And so she used that mailing list to announce that her podcast was launching soon. BUT! She didn’t tell them the name of the podcast just yet. This meant her audience couldn’t go and subscribe until the launch date. 

Why did this matter?

Because one of the understood ways of how the “top charts ranking” works in Apple Podcast is that it is based on the number of new subscribers over seven days. But, it is a weighted average. 

So Steph used this information to her advantage.

She wanted as many people as possible to subscribe in those first 24 hours, ideally in those first 48 hours. So in that time period, she went to work. She sent out those emails to her mailing list, she showed up on social media, she commented in those Facebook groups with a very specific CTA – “Subscribe to my podcast”.

And her hard work and strategy paid off!

And because Steph had laid a clear path to get her target audience to her podcast, within her desired timeframe. And because, when her listeners found her show, they found a number of amazing episodes perfectly tailored to the type of content they were looking for, Steph was able to score big in the metrics department. And the result was that coveted Number 1 rank in Apple Podcasts.

From that incredible start, Steph’s podcasting journey has only gained more traction and has soared from strength to strength. Imperfect Action has turned into a massive driver of new email subscribers which, in turn, have converted to impressive online course sales. This, in turn, is what runs her business. 

(Fun fact! Imperfect Action actually wasn’t the name of the podcast when Steph launched! She rebranded! Perhaps that will be a future case study? How to do a successful podcast rebrand….)

So, Steph really laid such a great foundation for her show that her podcast has almost become the engine of her entire business.

And if that’s not something to aspire to, we don’t know what is!

If you want to hear more from Steph Taylor, then check out her conversation with Carli on this episode of Business Beyond the Mic. There is so much value in that conversation, you don’t want to miss out! 

And as we stated in the beginning of this case study, Steph Taylor is an incredible business strategist! She has created some amazing resources to help you achieve your dreams and far-surpass your goals. So head on over to her website to find out all she has to offer!

The Case Study Conclusion

In conclusion, Steph Taylor was able to rank in Apple Podcasts at the Number 1 spot during her launch week for three reasons. First and foremost, Steph consistently created value-packed, listener-focused episodes. This is true from those all-important first few launch episodes (recall how she tailored those first episodes to be exactly what her target audience was looking for!) right through to her 700th episode and counting! Valuable content first, that will always be the key. 

Secondly, Steph launched with a number of episodes. Again, this is something we always tell our clients. You want to launch with at least 3 episodes. This helps fast-track the relationship between you and your listeners. But it also helps keep your listeners engaged with your show, especially as you launch. The more content that you launch with, the more there is to consume, and the longer listeners ‘stay’ on your show.

And finally

Steph did the groundwork to ensure her target audience found her show right away, so that she could use the way Apple Podcasts evaluates listens in her favor during her launch week. The double punch of getting her listeners to ‘tune in’ during those specific 48 hours and creating the exact type of content her target audience were after is what helped Steph Taylor rank in Apple Podcasts at Number 1 in her podcast launch week.

Again, we can’t guarantee that following these steps will ensure that you rank in Apple Podcasts as soon as you launch your podcast. As much as we wish we could! But we can guarantee that applying these steps will, without a doubt, set you off on a great trajectory as you launch your show. 

And through studying cases of what has helped other podcasters achieve success, and applying these strategies to your own show, or tweaking them and combining them with your own podcasting strategies, you will find opportunities and strategies tailored to your show’s success journey!

Want help with launching your own podcast? Check out our LAUNCH PACKAGES here or schedule a FREE CALL with one of our team here.

Want to find out more about a specific avenue of the podcasting journey? Or want to know how another podcaster aced an angle of the podcasting process? Tell us! And we’ll get “On the Case!”

Let’s start with that hot take, shall we…

Why (I Believe) Every Podcast Should Be Edited

I’m just going to come right out and say it. I firmly believe that all podcast episodes require at least some basic editing. And, to be clear, I’m taking about content editing. Audio leveling, taking out those awkward pauses, coughs, “hmm-hmms” (Top tip! Mute your mic when your guest is responding!) and any excessive use of filler words like “ahs” and “ums” are a given.

That kind of editing is just necessary to give your listeners a great listening experience. Remember, a podcast is primarily an audio medium. So, another given, you have to focus on great sounding audio if you want your show to do well. Bad audio quality will make listeners tune out quicker than you can say…well, “Bad audio” I guess? 

So, that kind of editing should always be done. As I said, the editing I’m talking about is content editing. I.e removing actual chunks of audio.

This is where the controversy enters the chat. I know some podcasters are “against” this idea of ‘editing’ their podcast because they don’t want to lose the “natural conversation” that’s the hallmark of great podcasts.

I get that. I don’t want you to lose that either. Because it is part of the charm that makes podcasts so special. But content editing your episodes won’t make you lose that magic! When done well, your listeners won’t even know you have edited anything out.

And the above is actually part of the problem. When you think about some top-notch interview podcasts, it never sounds like the conversations have been edited. It just sounds like they pressed ‘record’ and went for it. Then they added their intro and outro, a bit of music, and hit “publish”. And so the thought process that has been born because of this is that if the “podcasting greats” are doing that, shouldn’t I been doing that, too.

Related read: A Case Study of the Best Podcast Intro: Steven Bartlett’s The Diary of a CEO

The problem is, I don’t think that’s exactly what the greats are doing. 

Let me unpack this. Let’s think about those podcasts that we think of as being something special again. (One of my top picks would be The Diary of a CEO with Steven Bartlett.) Yes, they sound natural. But there is something else that has set these apart. They are jam-packed with value. For beginning to end, you are engaged with the conversation, and you stay engaged, because everything they’re offering has value.

Now, there are two possible reasons for this

1. Absolutely everything they say and absolutely everything their guests say from the second ‘record’ has been hit is amazing…

…or…

2. There has been some content editing after the fact so that all we, as the listeners, get is highly valuable content.

And I’m willing to bet that 95.5%* of the time it’s the latter.

Because you always want to give your listeners episodes that are jam-packed with valuable content. You also want to be respectful of their time and their commitment to you and your show. Rather give them 30 minutes of fantastic content, rather than the whole hour of conversation that actually happened but not everything offers your audience value.

(*PLEASE NOTE: This statistic is just a guess. I have conducted no hard research other than my conversations with some top-notch podcasters who I know are content editing their episodes. But again, they’re doing this so well that we, as listeners, would never know!)

You can give your audience highly valuable episodes every single time and keep that natural, easy conversation if you carefully content edit your episodes.

But, as I’m sure you can gather, this kind of editing takes time. And a fairly comprehensive set of editing skills so that you’re keeping that natural sound, while taking out anything that dilutes your content.

And that brings me to my next point, why it can be really beneficially to outsource your podcast editing to a professional podcast editor, or, better yet, a full-service podcast production agency…

But I’m not just here to tout my thoughts without also giving you some solid evidence. So, without any further adieu, take a look at the 7 benefits of hiring a professional podcast editor (or podcast editing company!) to handle your podcast editing.

7 Benefits of Hiring a Professional Podcast Editor to Edit Your Podcast

So let’s just dive right in, shall we? I’m shooting from the hip here. I know there are logistics to consider, I totally get that, and we will get into that. But for now, I’m simply stating the fact that hiring a professional podcast editor or podcast production company to edit your podcast will offer you several key benefits.

1. Professional Quality

Production companies specialize in audio production and editing – this is literally what they do. Meaning they have the expertise, professional resources, and the experience to deliver high-quality audio. (Obviously, this is dependent on the quality of the raw audio that they have to work with. Even the best in the business can’t do all that much if the raw audio sounds like it was recorded with whatever mic they use do to the announcements at grocery stores!)

But you give them good raw audio, and reputable, a professional podcast editor can work some real magic!

2. Access to Expertise

Working with professional podcast editors or a podcast production agency gives you incredible access to expertise. Well-established podcast companies have a team of experienced professionals who specialize in various aspects of audio production. (As well as other aspects of the podcast process! If you’re also looking to outsource your show notes, transcripts, and even your podcast marketing assets. You can check out all We Edit Podcasts offers here.) 

By working with a podcast production company to edit your podcast episodes, you gain access to a wealth of expertise and knowledge that can elevate the quality of your podcast and help you achieve your creative vision.

3. Time Savings

Here’s possibly the biggest benefit of hiring a professional podcast editor or podcast editing company to edit your podcast…the time factor.

Editing a podcast (yes, even if you’re not editing your episode content) can be time-consuming. This is especially true if you’re new to the process or have limited editing skills. Outsourcing editing to a production company frees up your time to focus on other aspects of podcasting, such as content creation, marketing, and audience engagement, allowing you to grow your show more efficiently.

Which brings us nicely to…

4. Scalability

I’m willing to bet that every podcaster enters the space with the goal to grow their podcast and achieve podcast success – whatever that looks like to you as a podcaster. But the potential for a podcast to grow is directly related to your ability to grow it. I’m talking about scalability. 

Podcast growth requires you consistently do all the things that podcast growth entails. Besides putting out your (high-quality!) usual podcast episodes, you may need to up your guest appearances, increase your marketing efforts, or even increase the frequency of your episodes – whatever your show and your audience need to grow.

But whatever it is, it all means much more time and effort needs to be funneled to your podcast. Time which you may not have. Professional podcast production companies or agencies have the capacity to scale their services to accommodate your evolving needs, whether you’re producing more frequent episodes, upping your marketing strategies, or exploring other opportunities for collaboration and expansion.

5. Consistency

The next benefit of hiring a professional to edit your podcast is consistency.

Consistency is key in podcasting, both in terms of release schedule and audio quality. Production companies can help maintain a consistent standard across episodes, ensuring that each one meets your desired level of quality and aligns with your podcast’s overall tone and style. Again, this is what they do. This is what We Edit Podcasts does. And we do this for all our clients.

Take a look at the packages We Edit Podcasts offers here.

6. Prioritization

Which brings me to a really important benefit of hiring a professional to edit your podcast, prioritization. When you’re the one editing your podcast, especially if your show is a side hustle, editing and anything related to your show is usually a “as I have time” situation.

But when you outsource your podcast editing, your podcast becomes someone’s priority. And when it comes to We Edit Podcasts, provided we have all the necessary assets, we can edit your podcast episode and get it back to you in *48 hours! 

You just send off your assets to us, and you let our audio engineers work their magic. And “Hey, Presto!” You’ll have your episode ready to go, all while you kept doing everything that you’ve got to do!

*NOTE: There are circumstances that can change this, but this will always be communicated with the client. 

7. Customization and Creative Input 

And finally, when you choose to have a podcast editing professional edit your podcast, you can get access to new creative input and customization to help you make your podcast all you’ve dreamed it to be and more. Particularly if the podcast production agency you pick offers premium and custom launch packages…

With these types of launch packages, you’ll get a team that will work closely with you to understand your vision, goals, and preferences for your podcast.* They can offer creative input and suggestions to enhance your content and make it more engaging and compelling for your audience. Basically, choosing a full-service podcast production agency can give you options and assets you probably wouldn’t have access to if you were doing every part of the podcasting process on your own.

*Editing company and package-offering dependent, obviously. 

To Hire a Professional Podcast Editor or Not? That Is The Question…

So, in closing, I’ll say it again (and probably again, and again…and again) I firmly believe that all podcast episodes require at least some basic content editing. Yes, you want your conversations to sound natural – that is part of the charm of podcasts after all. I get that. But you always, ALWAYS, want to give your listeners episodes that are jam-packed with valuable content and are respectful of their time and their commitment to you and your show.

And unless you can ensure that your entire conversation, and every answer from your guests is abundantly valuable, you should edit out anything that dilutes your episode. I promise, you can do this AND ensure that your conversations sound natural.

You just have to know how to edit.

Which is why outsourcing all that editing could be the best move for your show in the long run. There are obviously always factors to consider, budget being a top one. But in many cases, that financial output pays back its dividends through all the benefits you gain access to. Not to mention the “price” of all the time you’ll get back!

Overall, hiring a podcast production company to edit your podcast can provide you with the expertise, professionalism, and support you need to create a successful and impactful podcast. By outsourcing editing to professionals, you can focus on what you do best – creating great content – while leaving the technical aspects of audio production in capable hands. This will ensure that you’re always putting out the best possible episodes for your audience. And this will always be vital for longterm podcasting success!

Ready to try a podcast editor to edit your podcast?

So if you’re ready to experience all the benefits of choosing a professional podcast editor to take care of your podcast editing, why not reach out to us? You can schedule a free call with one of our team here. Or, you can even give our editing a go with our free trial episode offer! We would love to help you make your podcasting dream come to life!

NOTE: Again, the thoughts expressed in this post are my own. If you take umbrage (one of my favorite words, btw) to anything I’ve said, please don’t hesitate to reach out! I’d love to hear your thoughts on the topic!

As a podcaster, your voice is the way your content comes to life. It is the star of the show, the headliner, the main course. But sometimes there is a disconnect between the expert and entertaining content you are bringing to your listeners and the conviction with which you articulate it. What happens when confidence is lacking or fear gets the better of you? In previous blog posts, I have discussed vocal hygiene tips and how to keep your podcasting voice healthy. But ultimately, how you use your voice, the way it sounds, and the way it feels is largely psychological. 

In this article, I am delving into the psychological component of the voice and how lacking in vocal confidence can affect your podcast negatively. I want you to have a better understanding of how powerful your mind is over your voice so that you can learn how to gain control of your voice and improve your vocal confidence when podcasting! 

The power of the voice

Some people say that the eyes are the window to the soul but I disagree, I think the voice is! Hear me out: the power of the voice is significant. Even when trying to disguise emotional states, the voice often reveals true feelings. Your voice gives away clues about your personality and mood. The way you sound even contributes to the impression you make on people. And as a podcaster, the impression you make affects how your podcast will be received and its overall success! Your voice can be the difference between someone subscribing or tuning out in the first few minutes. 

Basically, the quality of your voice and your overall confidence have an astronomical effect on your show’s success! As a vocal coach, one of the biggest hurdles I see my students tackle is self-consciousness. Often, they have the tools, skills, and talents to do what they want to do with their voices. But are held back by the little monster in their head telling them that they’re not good enough. And because the voice often betrays our inner feelings and shares our intimate emotional states, this lack of confidence is obvious vocally! 

So what does this mean for podcasters? 

Well, it simply means that the stakes are higher. Multiply that obviousness we just spoke about by 100 for podcasters! With nothing else for listeners to focus on, they are subconsciously picking apart every aspect of your voice. Your voice is under more deliberate scrutiny than the average person’s because you quite literally put it out there for the world to hear. This can bring up feelings of fear, self-consciousness, and anxiety, and we all know that anxiety can lead to poor vocal performance! But don’t worry! That’s why I am here to help you with some actionable tips to improve your vocal confidence. 

Tips for Finding Vocal Confidence as a Podcaster

Tip 1: Focus on vocal health

If you make sure your vocal technique is sound and secure and you are working with a healthy muscle, the chances of something going wrong vocally are reduced substantially. A large part of the reason people lose confidence in their voice is because they worry it will be unreliable or betray them when they need it most. They worry their nerves will make their voice sound weak during a job interview, they worry that their voice will crack when making a public speech, and podcasters may be concerned that their voice will get tired after recording for a long time, and start to sound weak or ‘thin’.

All of these concerns are valid. However, you can hedge the odds in your favor by prioritizing your vocal health. As a podcaster, your voice is one of your biggest assets. But it is also a muscle that you can train and strengthen. And if you are secure in your vocal health and hygiene, you can rely on your technical knowledge will carry you through. If you haven’t already, check out my previous blog post to help you improve your vocal health.

TAKEAWAY!

A well-trained voice is far less likely to succumb to negative circumstances! So the first step to building your vocal confidence is to focus on your vocal health. 

Tip 2: Practice mindfulness and gratitude 

Now, let’s talk about anxiety and vocal confidence. It’s totally normal to have anxious feelings before a big interview, or even when recording solo. But being overly anxious can have negative effects on your voice. Which, in turn, can give your vocal confidence a knock.

So, how do we deal with this? Self-consciousness and anxiety often creep up in moments when we are not present in our bodies and are imagining scenarios that haven’t even happened. Practicing mindfulness and gratitude can significantly lower anxiety, and this, in turn, can then improve your confidence. 

Practicing mindfulness and gratitude allows you to remain present in the moment, focus on the positives, and enhance self-awareness. If you are more present in the moment, your nervous system regulates and you are able to cultivate a sense of self-contentment and self-assurance, therefore improving confidence.

A great habit to cultivate is to take some time to practice mindfulness before you next record an episode or sit down with that amazing guest. This will help you remain in the present moment, and prevent the anxiety monster from creeping up on you and your voice!

Bonus Tip!

Incorporate mindfulness and gratitude exercises into your daily routine!

It doesn’t need to take you long, just five minutes a day. I like to write down 5 things I’m grateful for each day and spend 10 minutes doing a check-in with my body to see how I’m feeling and to become mindful of my physical and emotional state. And over time, you should also find that this kind of mindfulness will greatly improve your overall vocal health as it teaches you to become more aware of how your voice feels. 

Tip 3: Practice makes perfect!

I have heard so many people share their struggles with vocal confidence and one of the biggest pieces of advice I give is to ‘change the script’ and reframe the narrative about your vocal confidence Sometimes, you just need to trick your brain into believing that you are confident about your voice. And the best way to do that is to use affirming language and practice speaking confidently even when you don’t feel confident. 

Don’t underestimate the power of practicing! The more you practice speaking slowly and clearly, the more confident you will appear to be. And therefore, the more confidence you will gain. When people lack confidence, they tend to speak faster and mumble a little, so practice doing the opposite. Before recording your next podcast episode, be sure to do an adequate vocal warm-up so that your voice is prepped and ready to go. You can even incorporate your daily mindfulness practice into this warm-up which will help you stay present and feel more in control of your voice. 

Be sure to stand/sit up straight to ensure proper breath support while recording and focus on using a good amount of airflow as you speak. All of these rather technical steps will help you feel confident when recording your podcast. And the more you practice, the better you will get!

Let’s Get Your Vocal Confidence Back!

Building your vocal confidence as a podcaster is an imperative element to your show’s overall success! I can spend hours giving you tips and tricks to unlock your vocal potential. But at the end of the day, the most important factor is your belief in yourself. I know it’s not easy to build confidence but it is possible! And by implementing these three actionable steps, you will see improvement! Remember, this is not a sprint, it’s a marathon and consistent practice will bring you long-term results. I believe in you, now it’s time for you to believe in yourself! 

Sean is a podcasting powerhouse! Not only is he the host of the Something Shifted podcast, and the brains behind The Podcast Catalyst, but Sean is also the force behind This Is How We Podcast, a series of in-person events in South Africa.

During the interview, Sean shares all about the upcoming event, and he also gives great insight into the South African podcasting landscape, and so much more! Let’s dive right in and step In The Spotlight with Sean Loots.

In the Spotlight: An Interview with Sean Loots

Jennay: Firstly, Sean, thank you so much for stepping In The Spotlight! I’m really excited for all you have to share with us today.

But first. We love an origin story here at The Podcast Digest, can you tell us a little about how you came to the podcasting space?

Sean: Absolutely! My journey to podcasting started on the radio. I worked on radio from 2006 – 2022 and won a South African Radio Award during my time as the afternoon drive show host on Good Hope FM. I also created a lot of audio for on-demand listening. During my time as afternoon drive show host, my daughter was born and diagnosed with chronic health issues. 

In 2020, I published a short podcast series relating to Zoe’s special needs called Unstoppable and found the process to be very cathartic. 
Since then I have told many of my own stories (Unstoppable, Some Assembly Required) and helped others craft theirs (Life in the Psych Lane, The Expansive, Veritas Wealth, The Good Life Popup Podcast, to name a few). 

My podcast is called Something Shifted with Sean Loots and deals with change. 

Jennay: Wow, Sean, that’s quite the origin story. I found it really beautiful how sharing your story was cathartic for you – while being something that is helpful and encouraging to others. That’s truly the power of audio story-telling at play. It changes all involved. I admire you for stepping out and sharing your stories!

And now one of my favorite questions…What are your top three podcast recommendations? 

Sean: Heavyweight, The Girlfriends, and Hidden Brain.

Jennay: Great picks! The Girlfriends was one of my top picks for the best of 2023! 

Now, let’s dive a little deeper and talk about your upcoming event on April 4th, This Is How We Podcast. Can you tell us a little about what the vision behind This Is How We Podcast is?

Sean: The heart behind all of the This Is How We Podcast events is to elevate the status of podcast creators in South Africa. 

And then taking it that step further, to share the wealth of knowledge accumulated by those that have been making podcasts successfully for some time already.

Related read: Podcasts In Review: The Best Podcasts of 2023

Jennay: That’s really exciting! And I’m incredibly excited that I get to attend April’s “This Is How We Podcast” event! What are you hoping attendees will experience at and take away from the event?

Sean: At this upcoming event, I will be in conversation with the hosts of Bioscope Brasse, Jody Felton & Ross Solomon about how they make their show, what they find most challenging, and how they made the Apple Podcasts Shows We Love list for 2023. 

Francois Retief from IONO.fm will also deliver a presentation about podcast analytics and answer questions about how to use data to monetize a podcast.

I also hope that attendees learn something from another creator’s process and maybe tweak it to fit their own workflow. 

I firmly believe that by gaining a better understanding of how to read podcast data, attendees will be able to apply this knowledge and explore ways of monetizing their projects.

The opportunity to network and collaborate with other creators is another strong reason to attend the This Is How We Podcast event series. 

Jennay: If I was incredibly excited before, now I’m quadruple that! That all sounds pretty amazing.

Now, Sean, you’re really involved in all things podcasting taking place in South Africa.

What three words would you use to describe the podcasting landscape in South Africa? And can you expand upon these?

Sean:

1. Exploding 

As a podcaster, I often receive emails and WhatsApp messages from people wanting to know more about the medium. I have therefore developed podcast coach and consultation services. 

Find out more about all the services Sean offers here.

2. Diverse

From science to comedy, sport to finance, wellness to art and everything in between, South Africans are telling stories, sharing their culture, perspective, and their knowledge, capturing the essence of communities.  

3. Young

While podcasting is already into its second decade, many South Africans are only now discovering the medium. As they find their new favorites, it is important for them to hear themselves and not only international perspectives. 

Jennay: I love your choice of words! They’re really reflective of the vibrancy and life of the South African podcasting scene! 

What are some of the most unique trends or characteristics you’ve seen in the South African podcasting scene compared to other countries?

Sean: While there is no data to back this up, I have noticed that many SA podcast creators are well into their 30s. It’s no surprise then that most podcast listeners are also over the age of 30.  

With more ways than ever to capture and share audio, the space is cost-effective for parents and business owners to make and share content with peers. Having said that, we are also noticing that many creators are opting for video podcasts and like to use YouTube as a hosting platform. I think this is because it is widely known as a space for consuming content. 

Jennay: And then taking a more global perspective on the South African podcasting space, why should advertisers and investors look to South African podcasts when it comes to ad spots, sponsorship, and the like?

Sean: Like I said before, the space is exploding! And with diverse voices comes a wide array of choices and niche communities to tap into. 

With an upswing in content creation and listenership, the time to invest in South African podcasters is now. 

Larger audiences are currently finding particular genres (true crime, comedy, entrepreneurship) where quality meets storytelling, whereas smaller shows are developing a strong fan base. 

Jennay: That’s some sound advice! (Pun obviously intended!) And we’re so excited to hear how podcasting is expanding in South Africa. Can you speak to the production quality of South African-based podcasts? 

Sean: I served as a judge for the APVA Awards 2023* and was really encouraged by the quality of storytelling and level of production. When individual producers are emulating the quality of production teams, I think it indicates very exciting things for the future of local podcasting. 

*The APVA is Africa’s premier audio awards and event, recognizing outstanding talent across Africa

Jennay: We wholeheartedly agree! Now, who are some of your role models or influential figures within the South African podcasting community?

Sean: I find Nicole Engelbrecht’s story and the way in which she has carved out a creative career to be very inspiring. 

(Nicole Engelbrecht is the creator and host of the popular True Crime South Africa and I Lived Through This podcasts. True Crime South Africa consistently charts as South Africa’s most popular true-crime podcast even among international offerings, and in 2021, Business Insider ranked the podcast as the 5th most listened to podcast overall in the country.)

I also consider Paulo Dias, Lindsay Johnson, and Spike Balletine to be audio wizards! 

Jennay: And finally, looking ahead, what do you envision for the future of podcasting in South Africa, and what opportunities do you anticipate for those looking to join this space?

Sean: I see the term ‘podcasting’ becoming a catch-all for digital storytelling. I myself am working on developing strong creator communities and developing storytelling skills as I think there is a gap in this space. 

I also think audio created specifically for children will increase exponentially over the next few months. 

Jennay: We couldn’t agree more! Particularly in reference to the need for strong creator communities. That’s something we’re really passionate about at We Edit Podcasts. And we’re also seeing that uptake in audio for children, which we love to see…and hear!

Thank you so much, Sean, for joining us In The Spotlight today! How can readers connect with you?

Sean: Thank you for the opportunity to share my thoughts. If any podcasters would like to attend or support the next This Is How We Podcast event, they can contact me via my website www.seanloots.com.

Who Will Be in the Spotlight Next?

Are you a podcaster? Or do you work in the podcasting space? Do you want the chance to be In The Spotlight? I’d love to connect with you! Reach out to me at jennay@weeditpodcasts.com.

Who knows! You could be In The Spotlight next!

Everything starts with an introduction. And when it comes to creating a successful podcast, a well-crafted podcast introduction sets the tone, engages the audience, and prepares them for the journey ahead. And The Diary of a CEO just does this so well.

And we’re going to dive into all of this in this first post of the series.

Understanding the Power of Podcast Intros

But before we dissect why the intros of The Diary of a CEO are some of the best (if not the best) in the biz, let’s unpack the significance of podcast introductions, and why they’re such a key part of the podcast episode.

Although, often not given the attention and thought they need or deserve.

First up, the podcast intro serves as the gateway to the episode. It’s how you can capture your listeners’ attention right from the very beginning of your episode. And it’s also how you will entice those tuning in for the first time to stay. In other words, a well-crafted podcast intro not only introduces the host and show overall to the listeners and helps build the anticipation for what’s to follow, but it also helps establish that all-important connection with your audience.

So, podcast intros are pretty important. But the key is getting them right. And as we’ve said, there’s no podcast that does it quite as well as The Diary of a CEO.

These intros are masterfully crafted to captivate listeners from the get-go. Obviously, Steven Bartlett is an expert interviewer. And this is the reason why we keep returning to his podcast episode after episode.

But it’s his intros that really helped propel the popularity of his podcast.

So let’s break down why his intros are so effective, so you can create amazing podcast intros for your show, too.

A Case Study on the Podcast Intro Featuring The Diary of a CEO by Steven Bartlett.

1. Intrigue and Anticipation

The number one tactic used in the intros of each episode of DOAC is intrigue and anticipation. 

Just take a listen to the beginning of this episode featuring best-selling author Robert Greene. (You’re going to want to listen to the whole episode right here, right now. And that’s totally cool – just come back and finish the post afterward, okay? So that the next time someone hears YOUR podcast intro, it has the exact same effect!)

I picked this episode because it was the latest at the time of writing this post, but really, I could have picked any episode – all the principles we’re going to be talking about today feature in every one of these podcast intros.

But first and foremost, Steven Bartlett’s podcast intros grab our attention through the use of intrigue and the building of anticipation. The clips that are picked for the intro feature some of the best takeaways, insights, or shocking moments from the interview. But we only get a partial view of these. And this is so key for getting us hooked!

What will I be able to detect?

Just what is the common sign of a frenemy?

I don’t know about you, but now I’m invested and I want to know!

And that, my friends, is the hallmark of a great podcast intro.

But that’s not the only reason why DOAC absolutely nails the podcast intro.

Now let’s move on to the next element of great podcast intros.

2. Audience Knowledge

Pure and simple, Steven Bartlett knows what his audience wants. Of course, he picks incredible guests who are experts in their vast array of fields. Some are controversial. Some are risky. 

And as his audience, we want to hear it all.

But more than booking great guests, DOAC showcases their audience knowledge by the way they set up their intros. They know the best insights, the key takeaways, or perhaps the most shocking or jaw-dropping moments from the interviews, they know these are the moments we’re going to want to know more about. And so they expertly weave snippets of these into the podcast intro.

If we’ve said it once we’ve said it (probably) 1,000 times – taking the time to really know your audience will always, always, be worth it on your journey to long-term podcast success.

And when it comes to crafting stand-out podcast intros, this proves true once again.

3. Compelling Storytelling

The intros of The Diary of a CEO understand the power of compelling storytelling. At first listen, it may seem that Steven Bartlett’s intros are just a collection of random outtakes. But really, they’re carefully chosen and carefully cut to create a compelling narrative.

The intros are always engaging – whether they leave cliffhangers or only give you half of the full picture. But they’re never jumbled. There’s always a clear narrative that arcs the intro. 

And by framing the episode within a narrative arc, he hooks us as the audience and keeps us invested in the journey ahead.

This brings us to the next element every podcast intro of DOAC uses…

4. Clear Narrative

Something else that DOAC does exceptionally well in their intros is creating a clear narrative. Even though he’s just sharing snippets or hot takes in the intro, there’s a clear arc of where the episode is going. 

Why is this so effective in a podcast intro?

Because it paints a great overview of the episode and it sets our expectations sky-high. 

Through the use of some of the most intriguing snippets, takeaways, or some out-of-context insights from throughout the episode, we get a pretty good idea of where the episode is going…and we also we want to go along for the ride!

5. Emotional Impact

Emotions play a pivotal role in Steven Bartlett’s podcast intros. Whether it’s eliciting connection to the topic, creating intrigue, or even going in with the shock factor, his intros are consistently eliciting some kind of emotional response from us as the listeners. 

And utilizing emotional responses in an intro is incredibly effective because it heightens your level of investment. Whether the emotions the intro invoked were good, bad, or a weird mix of the two, you’re now invested in the process of unpacking these emotions, ie, listening to the episode. 

6. Concise and Punchy

Despite hinting at some seriously big topics or thoughts during its intros, another reason why the podcast intros of DOAC are so effective is because they’re also concise and super punchy. If you take a listen to any of the intros on Steven Bartlett’s podcast, you’ll notice there’s one massive statement after the other in pretty quick succession!

And that’s an amazingly effective tactic for grabbing our attention! Just while you’re processing that first major bomb, you’re hit with another.

And another.

And possibly, another!

And all this does is get you primed and ready to listen to the whole episode. Because now you need the context, the advice, and the amazing insight that’s going to accompany those punchy statements.

Pulling some of your key stand-out moments from an episode, or using parts of those hot takes your guest dished up, and stacking them up back-to-back is another way to amp up your podcast intro and keep your listeners hooked on your show! 

7. Visual Attention Grab

Last but not least, there’s a visual element to the success of The Diary of a CEO’s intro. Besides creating an effective audio hook, take a look at how DOAC effectively uses visual elements to grab the attention of us as viewers.

I don’t know about you, but I’m tempted to stop writing RIGHT NOW and check out any and all of those episodes shown above! They’re super attention-grabbing, right? Wouldn’t it be amazing if this was your podcast we were talking about? Well, follow Steven Bartlett’s example and incorporate some attention-grabbing visuals, and it could be!

Now, you may not have a video podcast, but you can still use this element to your podcast’s advantage. As we always say, your podcast is a brand, and you have to treat it as such when it comes to marketing and promoting your podcast.

So take a page out of the DOAC’s playbook and create visuals that grab the attention of viewers on whatever platforms you’re using to promote your podcast. Create images, audiograms, or videograms, use a variety of the tactics we’ve mentioned above, and your visual elements will stop the scroll, get more eyes on your content, and more ears on your podcast!

Related read: The Most Effective Ways to Promote a Podcast

Conclusion on the Podcast Intro

Steven Bartlett’s “Diary of a CEO” really nails the podcast intro. IMHO, there are very few podcasts that do it better. 

But by using DOAC as a case study, any podcaster can learn the effective techniques for crafting intros that captivate audiences and set the stage for a compelling listening experience.

Bottom line? Podcast intros are a vital part of your podcast episode. And they could be the key to expanding your reach and achieving podcast success. 

So put the time into studying those doing the podcast intro well, and use this to craft stand-out intros for your own show!

Busting Some Common Podcast Myths

Podcasting Myth #1: You Need Expensive Equipment to Start a Podcast 

Here’s the first podcast myth we’re busting, that you need top of the line equipment to start a podcast. Well, I’m here to tell you that simply isn’t true. While having top-of-the-line equipment can certainly enhance your audio quality, not to mention, the expensive stuff looks really, really good, it’s simply not a necessity. And this is especially when you’re just starting out. 

Many successful podcasts have been recorded using budget-friendly microphones and recording setups. If you learn how to master your equipment, you can get great raw audio from entry level equipment. 

Our advice? Find the podcast equipment that’s right for your budget. Learn the in’s and out’s of said equipment. And then focus on delivering great quality content.

Related read: How Much Does Podcasting Really Cost? (Breaking down the expenses)

Podcasting Myth #2: Podcasting is Easy Money 

Ok, we’re busting a big podcasting myths right here, right now. Number 2 in the most common podcasting myths is that you can make easy money – and lots of it – from starting a podcast. And I’m really sorry to be the bearer of bad news, but this simply isn’t the case.

While it’s true that some podcasters have found financial success through sponsorships, ads, from Patreon support, or live podcast events, the majority of podcasters don’t make a substantial income from their shows. Especially when they’re just starting out! 

Now, don’t get me wrong. There is definitely money to be made in podcasting. (And we dive into how podcasts make money here.) But it doesn’t “just happen”. Creating a successful podcast requires dedication, hard work, and consistent, high-quality content creation. 

And it’s once you’ve done this, that the doors for making money from your podcast begin to open. 

Podcasting Myth #3: You Need a Large Audience to Monetize Your Podcast 

On the topic of podcast monetization, here’s another podcasting myth…you need a massive audience to successfully monetize your podcast. Again, it’s time to bust this myth wide open.

Sure, it’s definitely much easier to successfully monetize your podcast if you have a large audience, but it’s definitely not a prerequisite.

What you really need is a loyal audience. 

Focus on building a loyal audience and providing value to your listeners, and the monetization opportunities will follow.

Related read: How To Build Your Podcast Brand Authority

Podcasting Myth #4: Podcasting is Saturated 

Next, we move on to common podcasting myth number 4, the podcasting space is saturated. Too saturated for you to start your podcast. Now, it is true that there are a lot of podcasts out there. According to the Podcast Index, the number is 4,122,531. (This number is obviously from the day this post was published – that number has more than likely grown significantly.) But the key thing to remember is that this number, while impressive for podcasting as a whole, is not indicative of the number of active podcast. That number is a lot smaller.

But more than the number of podcasts in the space, there’s another reason why this podcast myth simply ain’t true. The truth is that there’s always room for unique voices and fresh perspectives. Find your niche, create compelling content, and engage with your audience to stand out in the crowded podcasting landscape.

Related read: How to Make Your Podcast Stand Out – A Beginner’s Guide

Podcasting Myth #5: You Have To Pay To Listen To Podcasts

The next common podcasting myth is that you have to pay for the podcasts you listen to. And (thankfully) this is just isn’t the case. Podcasting, at its core, is a medium built on accessibility. The vast majority of podcasts are entirely free to listen to. 

Platforms like Spotify, Apple Podcasts, Google Podcasts, and many others offer a plethora of content without requiring any form of payment from listeners. While some podcasts may offer premium content or ad-free experiences through subscription models, these are optional and not a prerequisite for enjoying the wide array of podcasts available. 

The reason this myth came into existence has to do with a little misunderstanding of the word “subscribe”. In today’s digital world, we most often associate the word “subscribe” as coming something we have to purchase. Hence the confusion. 

Fun fact! The podcasting world is now trying to adopt the word “following” to try bust this podcasting myth.

Podcasting Myth #6: You Need to be an Expert to Start a Podcast 

Another common podcasting myth is that you have to be an expert to start a podcast. Either a podcasting expert or some sort of expert in your field. Again, let’s bust a podcast myth!

Podcasting is a platform for sharing stories, experiences, and opinions. You don’t need to be an expert in your chosen topic to start a podcast. Authenticity and passion are far more important than expertise. Share your unique perspective, be open to learning, and don’t be afraid to admit when you don’t have all the answers.

You also don’t need to be a podcasting expert before you start a podcast!

But if you’re looking for a great way to boost your podcasting skill set, then you need to check out our How To Launch a Podcast course series! It’s on Udemy. And it’s completely free!

Podcasting Myth #7: Podcasting is a Solo Endeavor 

And finally, we come to our last podcasting myth. And this myth is that a “good podcast” has episodes that are at least an hour long. And, as it is with all podcasting myths, this is a common misconception. Sure, Joe Rogan’s episodes are a mile long. But that certainly doesn’t mean yours should be!

The value of a podcast lies more in its content than its duration. Keep your episode full of highly-valuable content, and you’ll find podcast success. 

Ultimately, the success of a podcast should be measured by its ability to captivate and connect with listeners, not by the length of its episodes.

Podcast Myths Officially Busted!

And there you have it, folks! By busting these common podcasting myths, we can empower you to take your podcasting journey to new heights. Through learning the truth about these podcast myths, you’ll avoid common missteps, and know exactly what you need to do at each step of your podcasting journey.

Remember, there’s no one-size-fits-all approach to podcasting, but there are definitely common myths and missteps that every podcaster can avoid! So take heed of these common podcasting myths, and then find what works best for you and your audience. Keep creating, keep innovating, and most importantly, keep podcasting!

It’s no secret that businesses and brands of all sizes are constantly seeking innovative avenues to engage with their current audience, and then reach more of their target audience. 

That’s a given. 

And there are obviously a number of tried-and-tested ways to do this.

But over the past couple of years, podcasts have emerged as a powerful tool for businesses to not only connect with their existing customers but also to reach new ones. 

Podcasts offer a unique platform for businesses to share their expertise, build brand credibility, and foster meaningful relationships with their audience. In this blog, we’ll delve into the strategies and tactics that businesses can employ to effectively utilize podcasts as a promotional tool, unlocking the full potential of this dynamic medium to propel their brand forward in 2024 and beyond.

But before we get into the “how” of using a branded podcast to promote your business, let’s talk about why you would want to in the first place.

Why Businesses and Brands Should Consider Podcasts

1. Because podcasts are awesome! 

That’s it.

I’m just kidding, obviously. But it’s still a valid reason in our books! Podcast are awesome. We wouldn’t be doing what we’re doing if we didn’t think so.

But that’s certainly not the only reason why you should consider starting a podcast as part of your marketing strategies for 2024.

2. A branded podcast can help brand authority and credibility

Key to any successful business or brand is credibility in the eyes of the target audience and strong brand authority. A podcast for your brand or business will help you establish both. Through your podcast, you can share your expertise, industry insights, and knowledge. This positions you and your business as authoritative figures within your niche, boosting credibility among your audience.

3. Podcasts help establish personal connections

Another one of our favorite things about podcasts is that personal connection that develops between listeners and their favorite hosts. And this, in large part, is due to the intimate nature of the podcast medium. You feel as if you’re the only on ‘in’ on the conversation. And this leads to a strong connection between you and the host. Now, image what this could do for podcasts from brands or businesses!

4. You can expand your reach and visibility

Another key reason why brands and business should start a podcast is simply because of the extended reach and great visibility podcasts can bring. Podcasts are a totally different medium to other forms of advertising, meaning you’ll reach new members of your target audience. And because podcast directories and platforms are global, you could seriously expand your business’s or brand’s visibility.

5. Cost-Effective Marketing

And the final “why” of starting a podcast for a business or brand, it’s pretty cost-effective marketing. Yes, there is the initial cost of equipment to get started, and additional costs if you’re choosing to save time by using a podcast production agency (like We Edit Podcasts, for instance, wink, wink!). But compared to some traditional marketing channels, podcasting can be a cost-effective way to promote your business. 

Now that you’re convinced that starting a podcast is an incredible idea for your business or brand, let’s move on to the how.

Related read: Is Starting a Podcast a Good Business Strategy? [Hint: YES!]

How to Use a Branded Podcast to Promote Your Business

The basics of starting a podcast all apply to launching a podcast for your business or brand. But there are some things to consider when you’re specifically launching a podcast for a business or brand.

(Want to learn ALL the basics of launching a podcast? Then check out our FREE Udemy Courses! Yes. I said FREE!)

1. Define Your Purpose

Defining your niche is an important step in any “launch a podcast” journey. But it’s really important when you think about launching a podcast to promote your business. Because this will help you establish the type of podcast you should launch.

Start by asking yourself: “What specific goals am I aiming to achieve through my podcast?” Whether it’s boosting sales figures, establishing industry authority, or fostering deeper connections with your customer base, clarity on your objectives will serve as the basis when it comes to crafting your content as well as how you will promote your show. 

TAKEAWAY:

By aligning your podcasting endeavors with your overarching business goals, you can effectively tailor your content and messaging to resonate with your target audience and drive tangible results.

2. Consider Your Name Carefully

Again, this is important for all podcasts. But it is even more important for a podcast that’s associated with a business or brand. There has to be a direct correlation between your podcast’s name and your brand or business.

It doesn’t have to be “on-the-nose” so to speak. It obviously can be The [insert your brand or business name here] Show if that’s what works best for you and the goals you hope to achieve through your podcast. But it can also be something related to your business or brand. Just don’t try and be so clever with your name that there is no direct correlation between the podcast and your brand or business. This would not help you achieve any of your goals!

3. Think About Your Format

The purpose of your branded podcast will play a large role in determining the type of format you should use on your show. So that’s another reason to carefully consider the purpose of your show.

Crafting a successful business podcast hinges on creating a show that resonates with your target audience. 

By figuring out what your audience most wants to hear from you, and evaluating that through what you’re aiming to achieve through your branded podcast, you can tailor your podcast format to offer maximum value and engagement. Pick the format that best channels the essence of your brand and resonates with the needs and preferences of your listeners. And your podcast journey will be a successful one!

4. Calls-To-Action

And finally, if you’re starting a podcast as a way to grow your business or brand, you’re going to want to pay particular attention to your calls-to-action (CTAs). Besides using your podcast to grow your audience, expand your reach, and enhance your brand identity, you also want your podcast to be a driving force back to your business. So that means you want your CTAs to really land and deliver.

This means making sure your CTAs happen at key points in your episodes, and that they are attractive to your target audience. We also recommend using dynamic ads, as these you can change out periodically, or when you have new products launching or special offers running.

2024 is the Year of the Branded Podcast!

So, to conclude. Podcasts offer businesses and brands an incredible platform to promote themselves in an engaging and personal way. By launching and nurturing a podcast, businesses and brands can share their expertise, industry insights, and unique perspective with a global audience. And we really believe that 2024 is the year of the Branded Podcast (we put our podcast predictions in black and white here). 

The intimate nature of podcasts allows for a deeper connection with listeners, fostering trust and credibility. This is KEY for growth and authority building!

What’s more, through your episodes, you can showcase your products or services, share success stories, and even explore partnerships, creating a multifaceted approach to marketing.

Bottom line? Branded podcasts are an incredibly powerful tool for businesses to build awareness, connect with their target audience, and strengthen their brand identity.

Need help launching your podcast in 2024! We can help! Check out our packages here! Or take us for a test drive with our FREE TRIAL here! 

Whether you’re introducing yourself and your show at a podcast event, or pitching your podcast to a potential sponsor — you need to be able to capture their attention and get them on the same page as quickly as possible, so that you can go in with your proposition — whatever that may be.

And the best way to do that is with an elevator pitch.

What is a Podcast Elevator Pitch?

An elevator pitch, in general, is a concise and compelling description of ‘something’ – this could be yourself as a personal brand, your business, the company you work for, or your podcast. It’s basically a “sales pitch” that can be delivered in a short amount of time, typically around 30 to 60 seconds. The length of an elevator ride. Hence the term.

And the purpose is to capture the attention of whoever you’re talking to. And then create the opportunity for a more in-depth follow-up conversation. 

An elevator pitch for your podcast serves as a snapshot that communicates the unique value, content, and appeal of your show in a way that sparks interest and encourages some sort of follow-up. And it’s in the follow-up that you can then lay out your proposition, your request for sponsorship or partnership, or whatever it is that you’re looking for. 

Why Do You Need a Podcast Elevator Pitch?

In today’s fast-paced world, the ability to effectively communicate your ideas in a concise and compelling manner is an important skill. Time is precious. You need to be able to capitalize on the time you’re given whenever you meet with potential guests, sponsors, or networks.

Whether you’re at a podcast conference, meeting potential sponsors at a podcast event, or in an actual elevator with your dream guest (stranger things have happened!) you need to be able to “pitch” your show in a way that grabs whoever’s attention and opens the doors for further talks.

But besides being an amazing asset for those “elevator” moments, having a great podcast elevator pitch ready to go is useful in plenty of other situations, too!

Whenever you need to submit a quick overview of your show, pull on your podcast elevator pitch!

Use it when you submit your show to different podcast awards programs.

Or add it to your media kit, or add parts of it to your email sign-off or your social media bios. 

Related read: Podcast Awards 2024: How to Get Your Podcast Nominated

The bottom line is that having an excellent and effective podcast elevator pitch ready to go is incredibly beneficial, elevator or not!

Want to create an elevator pitch for your show? Then keep reading! As we walk you through how to create the perfect podcast elevator pitch!

The Key Components of an Effective Podcast Elevator Pitch

1. Clarity and Focus

You start creating your amazing podcast elevator pitch by beginning with your focus. You need to first clearly define the purpose of your pitch. Whether it’s looking to land sponsors, pitching ad space on your podcast, seeking collaboration opportunities, or even pitching yourself as a speaker at an upcoming podcast event, clarity is key. You want to focus and zero in on the most essential aspects of your show. Those defining factors that make your show unique. List all of these. Then pick the ones that best align with the purpose of your podcast elevator pitch.

Bonus Tip!

While you’re in the process of creating your podcast elevator pitch, it might be a good idea to craft a couple of different versions. The bulk of the pitch would be the same. But depending on what you hope to achieve with the pitch, the focus might change. So taking the time to create a few versions could pay off big in the long run!

2. A Compelling Hook

Next up, you want to craft a compelling hook to help you start your podcast elevator pitch off with a bang! A captivating hook helps to grab attention and pique curiosity. And it keeps your audience “on the line” so that they’re engaged and focused on what comes next.

Your hook could be anything that helps ‘set the scene’ for your pitch. It could be a thought-provoking question, a surprising statistic, or even a funny or heart-warming anecdote relevant to the purpose of your pitch.

3. Value Proposition

Next up, every elevator pitch has a value proposition. If your focus is the “why” of your pitch, the value proposition can be viewed as the “what” of your pitch.

It’s here that you clearly and succinctly articulate the value you offer or the problem you solve. Again, this should be aligned with the purpose of your pitch. 

But when it comes to thinking of your value proposition, think about the answers to the following questions:

• What sets you apart? 
• What makes your podcast unique? 
• How do you stand out from other shows in your niche?
• What could your show offer potential sponsors?
• What makes you as the host different and unique?

Finding the answers to these types of questions will help you zero in on your value. And from there, you can build the value proposition into your podcast elevator pitch.

4. Authenticity and Passion

Number 4 is another essential element of an effective elevator pitch…authenticity and passion. If you want your elevator pitch to do its job and create that opportunity for a longer conversation, you need to be authentic.

We get a read for people pretty quickly. And someone who is being fake or insincere in their elevator pitch is not getting any further than the floor they’re getting off on!

So allow your pitch to highlight your passion for your podcast. Remember, passion is contagious and will leave a good lasting impression! Helping you land that follow-up!

5. Tailored to the Audience

Next, you want to tailor your elevator pitch to whoever it is you’re addressing. We’ve already shared that creating a number of different versions is a great idea, and this is why. You can then pull from your different versions so that you’re tailoring each pitch to whoever it is that’s on the receiving end.

Is it a marketer who likes stats? Lean in on your show’s metrics. 

Is it a brand that your audience loves? Highlight the loyal community you’ve built around your show.

Remember the majority of the pitch will likely stay the same. But you do need to be able to think on your feet a little and tailor it to whoever you’re pitching to, and matching your points to their values.

6. Call to Action

Finally, wrap up your podcast elevator pitch with a clear call to action. (CTA). Think about what you want to achieve with your elevator pitch, and then frame your CTA around that. It’s best to be fairly direct here. Not pushy or manipulative. But straightforwardly state what you’re looking for as the next step, and invite the person you’re talking to to then take the next step.

And to round off the post, here are some bonus tips to help you take your podcast elevator pitch to the next level. (Pun intended. Obviously.)

4 Bonus Tips for the Perfect Podcast Elevator Pitch

• Practice, Practice, Practice: This goes without saying, but I’m going to say it anyway. For your podcast elevator pitch to actually be effective, you’re going to have to practice it! Practice delivering your pitch until it flows naturally and effortlessly. You want to feel really comfortable delivering it “on demand”, and this will only happen through practice.
• Keep it Concise: Keep your podcast elevator pitch short and sweet. This helps you get to the heart of your show quickly, without diluting your pitch with unnecessary information. Remember, your aim is to convey maximum impact in minimal time.
• Find the Balance Between Features and Stats: Another insider tip for mastering the art of the podcast elevator pitch is to understand the balance between features and stats. And then, taking that a step further, understanding how to play those to your benefit. Your elevator pitch should include both the stats that sponsors are usually looking for, in terms of download numbers, audience size, etc. But it should also show the ‘intangible’ metrics such as your loyal audience, the trust you’ve built up, and the way your podcast meets the needs of your audience. Get a quick read on the person you’re delivering your pitch to, and then find the balance between sharing stats vs sharing features.
• Ask for Feedback and Adapt: Finally, but importantly, don’t be afraid to ask for feedback and input. When it comes from people you trust like your mentors, friends, or family, constructive criticism is invaluable! Use their feedback to refine your pitch or adapt it where necessary and you’ll have the perfect podcast elevator pitch for your show.

And That’s It on the Podcast Elevator Pitch!

A great podcast elevator pitch is a must-have tool in the podcaster’s toolbox! The time it takes to craft an amazing elevator pitch will pale in comparison to how often you will use it. Whether that be when you’re reaching out to potential sponsors, looking for new guests, or using it to open doors at podcasting events or networking opportunities.

By following these guidelines and putting in the effort to craft a compelling and memorable pitch, you’ll be well-equipped to make every second count and leave a lasting impression on your audience. So, polish your pitch, step into that metaphorical elevator with confidence, and seize the opportunity to let your podcast shine!

Want to learn more about elevator pitches? Check out this video!