How to Develop and Grow a Successful Podcast

By Joe Pulizzi

History

Robert Rose and I just completed four years and over 200 episodes of our podcast, This Old Marketing. While far from the most successful marketing podcast on the planet, our one hour of weekly shenanigans has done fairly well.

Since we launched in November 2013, the podcast has been downloaded nearly 2 million times from listeners in 200 countries, while generating approximately a half-million dollars in direct revenue in sponsorship support.

But the best part is what we know about our listeners. Those marketers who regularly listen to This Old Marketing are CMI’s true fans … they are more likely to come to Content Marketing World, attend one of our master classes, purchase training, attend our webinars, engage in our content, and talk about us on social media.

At our recent master class in Washington, D.C., one of the attendees asked me to write an article about creating a successful podcast. And so, Mike, here you go.

The podcast should not be first

This Old Marketing was successful from Episode 1 because we already had an audience of over 75,000 email subscribers who opted to receive CMI content. Once we notified this audience that a podcast was available, a good percentage listened to it.

Now, I’m not saying you can’t be successful by launching a podcast first. John Lee Dumas was incredibly successful with his Entrepreneur On Fire podcast. Pat Flynn also accomplished this feat. But it’s rare.

Most successful podcasts started with an audience already in place. Just look at the ones you listen to and do your research. They probably started with a blog or a video series, or maybe a network or print magazine, or the podcaster was a published author with a following. If I were starting a podcast today, I would …read more

Source:: content marketing

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