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The Keys to Podcasting Success in 2022 – Sensible Passive Earnings


On this submit, I am going to share a few of the key developments in podcasting proper now, and spotlight some concepts for rising your podcast in 2022 and past. And preserve studying for the chance to enter our Pitch Your Pod contest by January 16 and an opportunity to show your podcast dream right into a actuality!

Desk of Contents

[Note: This post contains affiliate links. Read our full affiliate disclosure here.]

Podcasting Business Progress Means Alternative

In accordance with knowledge from Buzzsprout, the podcast business has grown considerably—from roughly 60,000 reveals in 2014 to greater than two million immediately.

However this large progress doesn’t imply potential podcasters have missed the boat. Removed from it. The podcast business remains to be rising.

Plus, loads of the individuals who began podcasts in early COVID have dropped off. Meaning loads of listeners are on the market proper now, on the lookout for their subsequent present.

Which implies a chance for you, aspiring podcaster—or current podcaster who needs to up your recreation and develop your present. 

Bar chart titled "Podcast growth projections" 2024 from Buzzsprout. Shows steady growth in podcast listeners from 2017, at 46.1 million, to 2024, at 100.1 million.
Podcasting remains to be very a lot alive, with listenership projected to develop steadily for the following few years. Picture courtesy Buzzsprout.

For Podcasters, Consistency Is (Nonetheless) Key

The important thing to making the most of this podcasting alternative is consistency.

As one instance, Pat went dwell on YouTube daily for a 12 months with the Earnings Stream present. 

You don’t must do the identical factor together with your podcast (and we wouldn’t suggest it!).

However basically, the extra you present up to your viewers, the extra you’ll turn out to be part of their life and tuning in to your present will turn out to be a behavior for them. 

To not point out, all that apply goes to make you a lot higher at creating your podcast content material.

So how constant must you be, a minimum of firstly of your podcasting journey?

The podcasts that Buzzsprout sees sticking with it are those that make it previous the ten-week mark.

“As soon as they hit that ten-week level,” says Alban Brooke, “it’s a game-changer for whether or not or not they keep it up long run.”

That’s why he tells individuals to begin by committing to releasing an episode each week for ten weeks. Succeeding with that may put you in a gaggle of roughly 600,000 energetic podcasts which have produced a minimum of ten episodes.

Rising Your Podcast Viewers Takes Energetic Advertising

What when you’ve pushed by way of your first ten episodes, seen some early progress, and… that progress has slowed, and even stagnated? A number of podcasters discover that an early progress spurt results in a irritating plateau.

Sadly, loads of podcasters—and content material creators basically—additionally take an “In the event you construct it, they’ll come” strategy.

However that gained’t work immediately. You need to actively market your present.

Listed below are some methods that may aid you push your listenership again on the incline slope. 

Technique #1: Getting Publicity on Excessive-Progress Video Channels (Instagram, TikTok, YouTube)

Various profitable podcast creators have grown their reveals by sharing content material on high-growth channels like TikTok, Instagram Reels, and even YouTube. They’re leveraging the algorithms on these channels to get publicity they’ll redirect to their podcast.

The essential technique is to create a brief piece of video content material that borrows out of your podcast episode, then invite viewers to the podcast to listen to the complete story.

Every now and then, one in all these movies might even go viral. You will discover case research about podcasters who’ve gained 1000’s of latest listeners based mostly on only one viral TikTok video or Instagram Reel.

And a lot of well-known podcasters have used YouTube clips to draw listeners after which direct them to their podcast feeds.

Senior man wearing shirt,waist and flat cap starting old-fashioned film projector. He is placed on the left side of the frame. Smoke and light beams come out of the projector lens. The photo is black and white and has horizontal composition.
Need your podcast to take off? Is likely to be time to get in entrance of the digital camera.

The secret is that the video content material must be associated to the podcast episode you’re driving individuals to. It’s essential inform a narrative that’ll hook individuals in to need to hear the remainder of the episode.

It sounds easy, however you’d be shocked what number of creators get tripped up by not following this important level.

How do you choose a high-growth platform to tug off this technique? Alban all the time encourages creators to seek out the platform they perceive and really feel snug creating content material that may carry out effectively on it. 

Technique #2: Guesting on Different Podcasts

It helps to recollect the large precept behind efficiently rising your present, which is discovering audiences that do not know you already.

Repurposing your podcast episodes and placing them in your Twitter or Fb feed is ok, however by and enormous they are going to be seen by individuals who already know you exist.

So how do you get your podcast in entrance of latest ears?

Guesting on different podcasts is a tried-and-true and nonetheless very efficient choice. (In the event you’re on the lookout for a solution to scale your podcast-guesting outreach, we like what Podcast Hawk has to supply.)

Woman radio host recording podcast using microphone wearing headphones interviewing guest sitting across from her.
Being a visitor on different podcasts is a tried-and-true technique for rising your listenership.

One other is together with your podcast episodes in weblog posts in your website, which helps individuals discover your present by way of Google’s search algorithm.

In the event you write a weblog submit a few matter you’ve already lined on the podcast, hyperlink to that episode within the submit itself.

Like this!

Technique #3: Paid Promoting and Sponsorships

What about paid acquisition? Is it one thing podcasters must be interested by? 

The brief reply is sure, and there are two essential methods right here: paid advertisements and sponsorships.

Paid advertisements are positively a viable technique for rising your present. Simply know that there is a proper approach, and a improper solution to do it.

The improper approach is to place advertisements straight on Fb or Google and hope {that a} chilly viewers will begin clicking and listening.

The consultants at Buzzsprout have by no means seen anyone efficiently develop a podcast that approach. There’s simply an excessive amount of friction in the best way of getting somebody from the advert to your present.

As Alban says, they’ve “solely seen individuals lose some huge cash” this manner.

So how do you cut back the friction and do podcast advertisements the precise approach? The secret is to promote on apps that have already got a captive viewers of listeners—apps like Overcast, Pocket Casts, and Podcast Addict.

You would additionally look into sponsoring one other podcast—paying a fellow podcaster to provide you a shoutout.

Making an attempt this on a few of the greater reveals may get costly, however there are loads of small, fast-growing podcasts trying to monetize that is likely to be a greater match.

For a deeper dive on monetizing your podcast, take a look at this submit by Heather Osgood of True Native Media on getting began with podcast advertisements.

Tips on how to Scale back Podcasting Overwhelm and Keep away from Burnout

As content material creators, consistency is essential. However burnout can also be actual.

That’s why you could set a recreation plan for creating and advertising your present that’s sustainable.

Lots of people hear tales of essentially the most profitable content material creators—like John Lee Dumas, who began Entrepreneurs on Hearth by doing a each day present—and so they assume I am going to do the identical factor. However that simply doesn’t work for most individuals, particularly when you’ve received a full-time gig or have children at house.

Portrait of young male radio host in headphones looking tired, exhausted, drinking coffee while getting ready for broadcasting in studio. Horizontal shot
Do not let burnout get the higher of your podcasting dream.

So discover a content material creation cadence that matches your life, and that you’ll be excited to do. For lots of people, allocating in the future per week to creating your episode is an efficient alternative.

Since “In the event you construct it, they’ll come” would not work, you additionally must carve out time for advertising. There’s virtually all the time extra you are able to do to market your present, however begin with placing simply an hour apart every week for advertising.

In the event you’re on TikTok, perhaps which means spending an hour making a video to advertise your newest episode and interesting with individuals on TikTok. In the event you’re on LinkedIn, it’s writing a submit that ties into the content material in your episode.

Begin small, and keep constant.

Interact with Your Listeners and Construct Podcast Superfans

Podcasting is a protracted recreation. The podcasters who keep it up for years are almost certainly to seek out the success (and obtain numbers) they’re on the lookout for.

The typical new podcaster, although, is getting roughly thirty-seven performs per episode. Which will sound small, and it’s.

However small might be mighty.

That’s as a result of every of these thirty-seven individuals is an actual human being. And one of many superpowers you’ve gotten once you’re small is that you just truly can have interaction with each one in all them.

Ask individuals to achieve out, after which honor it after they do. If somebody sends you an e mail, point out it on the podcast. In the event you get a constructive overview, learn it on the air and thank the listener. If a fan posts one thing about your podcast on social, prefer it and thank them for sharing it.

Elevate your superfans. Join with them and be taught extra about them, so you may higher serve them and entice extra identical to them.

Flip Your Podcast Dream right into a Actuality!

We have all requested the query, “You recognize what would make an awesome podcast?” — and almost certainly nothing ever comes of it.

What if SPI may assist flip that query into actuality? Your very personal podcast!

Introducing Pitch Your Pod: a model new, first-of-its-kind competitors the place you “pitch” SPI on the superb podcast you have all the time wished to make, however for no matter motive by no means have!

The Pitch Your Pod contest is open to anybody who submits an entry by midnight Pacific on January 16. Enter now!

By the best way, loads of the insights on this submit have been taken from Pat Flynn’s dialog with Alban Brooke, head of selling at Buzzsprout, throughout SPI’s first Viewers Pushed Summit in October 2021, our two-day deep-dive into the simplest, related methods to construct an viewers immediately.

Click on right here to observe the recording of Pat’s full dialog with Alban.

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