Table of Contents
Chapter 1 What Is a Podcast? 1
Podcasting Offers a Way to Reach an Audience Using Audio 2
What Exactly Is a Podcast? 4
Why Podcasts Have Become So Popular 7
Content Variety 7
Easy Accessibility 10
Cost of Podcast Listening 11
24/7 On-Demand Access 12
Moneymaking Opportunities for Podcasters 13
Advertising and Sponsorship Options for Earning Podcast Revenue 14
Use a Podcast as a Sales or Marketing Tool for Yourself or Your Business 16
Establish Your Podcast as a Business 17
Chapter 2 Reasons to Become a Podcaster 21
Who Can (and Should) Become a Podcaster 23
Some of the Perks and Benefits of Becoming a Podcaster 23
Ten Perks and Benefits Experienced by Podcasters 24
Share Your Message, Knowledge, Talents, Thoughts, and Expertise 25
Brainstorm Your Initial Podcast Episode Topics 26
Choose the Target Audience for Your Content 28
How Will You Promote Your Podcast to Your Target Audience? 29
Describe Your "Perfect" Podcast 30
Define Your Podcast's Goals 32
Podcasting Isn't Always a One-Person Job 35
Gather Your Production Team 37
Set Realistic Expectations for Success and Growth 38
Chapter 3 Choosing Topic, Title, Format, Length, and Frequency 41
Fine-Tune Your Subject Matter 42
Compose a Nicely Crafted Podcast Description 42
Choose an Appropriate Podcast Category 43
Research Your Competition 44
Select Your Podcast's Title 45
Every Podcast Episode Also Needs a Catchy Title 48
Decide How You'll Present Your Content 49
Select Your Host(s) and Co-Host(s) 52
Leave the Audience Wanting More 55
Set a Production Schedule That Won't Cause You to Overextend Yourself or Resources 56
Chapter 4 Define Your Audience 59
How to Define Your Target Audience 60
Describe Your Podcast's Audience 62
Determine the Size of Your Potential Audience 64
Pinpoint a Secondary Audience for Your Podcast 65
How Will You Reach Your Audience? 65
Figure Out What Your Podcast Will Offer Its Audience 66
Ways to Build a Loyal Audience 66
Chapter 5 Brand Your Podcast 69
Keep Branding Consistent 70
Focus on the Audio and Visual Aspects of Your Podcast's Brand 71
Creating a Logo and Cover Artwork 73
Choosing the Perfect Music 76
Leverage Your Brand 79
Chapter 6 The Cost of Podcasting 81
The Production Equipment You'll Likely Require 82
One-Time Expenses 82
Ongoing Production-Related Expenses 85
Additional Podcasting Expenses 86
Production Budget Forecasting Worksheet 87
Chapter 7 Set Up Your Recording Studio 91
Analyze Your Podcast to Determine Your Needs 92
Gathering the Required Equipment 93
Choosing Your Microphone(s) 95
Microphone Selection and Recording Advice from a Pro 96
Chapter 8 Record Your Podcast Episodes 103
Planning Each Episode's Minute-By-Minute Rundown 106
Scripting Tips and Techniques 107
Tips for Booking Guests 109
Recording Your Podcast Episodes 112
Overview of Recording Applications 112
Tips for Recording in a (Home) Studio 114
Tips for Recording "On Location" 117
Tips for Recording Phone Interviews 117
Putting It All Together During Postproduction 119
Chapter 9 Edit Your Podcast Like a Pro 121
Choosing Your Audio Editing and Postproduction Software 122
Defining Your Podcast's Unique Sound and Format 123
Create an Episode Template 123
Podcast Editing Tips and Tricks 124
Podcast Editing Advice from Travis Brown, President of Podcast Buddy 126
Chapter 10 Monetizing Your Podcast 137
Podcast Advertisings Industry Standards Are Still Evolving 138
Set Your Podcast's CPM Rate 140
Types of Ads 140
How and Where to Find Potential Advertisers 141
There's a Lot About Podcast Advertising You Need to Learn 142
Learn More About Podcast Advertising from One of the Industry's Leading Experts 143
Chapter 11 More Ways to Generate Income from Your Podcast 151
Create and Sell Branded (Podcast-Related) Merchandise 152
Additional Ways to Generate Revenue from Your Podcast 155
Solicit Donations from Your Audience 155
Charge Your Guests an Appearance Fee 156
Promote Yourself as an "Expert" Consultant Available for Hire 157
Participate in Live Events and Paid Appearances 158
Produce and Sell an Online-Based Course 159
Offer Premium Content and Paid Subscriptions 160
Use Your Podcast as a Sales and Marketing Tool for Your Existing Business 160
Build an Opt-In Email List 161
Pursue a Television Series, Book, or Movie Deal Based on Your Podcast 161
Don't Limit Yourself or Your Podcast 164
Chapter 12 Publish Your Podcast Online 165
Create Your Podcast Artwork 166
Quick Tips for Creating Eye-Catching Podcast Cover Art 167
Create Show Notes for Each Episode 168
Information to Include Within Show Notes 169
Choose Your Podcast's Hosting Platform 171
Podcast Hosting Service Options 171
Where to Distribute Your Podcast 175
Chapter 13 12 Ways to Promote Your Podcast 179
1 Your Podcast Needs Its Own Website 180
2 Fully Utilize Social Media 181
3 Publish Your Podcast on Multiple Directories 183
4 Take Advantage of Paid Advertising 183
5 Have Your Podcast Broadcast on the Radio 185
6 Use Public Relations to Position Your Hosts as Experts 186
7 Produce and Distribute Audiograms 188
8 Be a Guest on Other Podcasts and Cross-Promote 188
9 Focus on Word-of-Mouth Promotion 189
10 Leverage the Popularity of Your Guests 190
11 Build a Targeted, Opt-In Email List or Publish an Online Newsletter/Blog 191
12 Make Public Appearances 192
Chapter 14 Avoid the 12 Biggest Podcasting Mistakes 195
Mistake 1 The Scope of Your Content Is Too Broad (or Not Broad Enough) 196
Mistake 2 You're Targeting the Wrong Audience 199
Mistake 3 You're Utilizing the Wrong Show Format for Each Episode 200
Mistake 4 Poor Audio or Production Quality 200
Mistake 5 You're Allowing Your Episodes to Run Too Long 201
Mistake 6 Under Utilizing the Postproduction Tools at Your Disposal 202
Mistake 7 You're Promoting Poorly Worded Episode Titles and Descriptions 204
Mistake 8 You're Not Taking Advantage of Social Media to Promote Your Podcast 205
15 Ways to Promote Your Podcast Using Social Media 206
Mistake 9 You're Promoting Your Podcast to the Wrong People 208
Mistake 10 Your Podcast's Branding Isn't Appealing to Its Target Audience 208
Mistake 11 You're Not Taking Advantage of the Potential Revenue Streams Your Podcast Offers 208
Mistake 12 Inconsistency and Lack of Synergy 209
Learn from Your Mistakes! 210
Chapter 15 Interviews with Podcasting Pros 213
Tom Scarda, Creator/Host of The Franchise Academy and Franchise FrontRunner 214
Lucas Rockwood, Creator, The Lucas Rockwood Show 216
David Hooper, Host/Producer, Build a Big Podcast-The Marketing Podcast for Podcasters 218
Anielle Reid, Editor/Producer, Magick and Mediums 221
Sharvette L. Mitchell, Host, The Sharvette Mitchell Radio Show 224
Maria Goldberrg, Founder and Host, Guided Spirit Conversations 226
Final Thoughts 229
Glossary 231
About the Author 239
Index 241
