Podcast Marketing Micro-Lessons For Scrappy Solopreneurs & Creators

1,163 WORDS | READ TIME: 4.4 MIN Hi friends, Good songs are built around a clear, memorable hook. Great songs are built around several. And then there are songs by Taylor Swift. The master of hook writing who brings the craft to another level. Take We Are Never Getting Back Together. In the first 62 seconds, Taylor drops distinct 6 hooks. By my count, the song as a whole has 12, many of them repeating throughout. For Taylor, this was just a warm-up, however. In Shake It Off, she crams 10...

Hi friends, Yesterday, I announced the PMA Lifetime Membership, which is available until tomorrow (Wednesday) night. Over the past few weeks, I’ve shared a whole bunch about what already exists inside the membership—the playbooks, trainings, etc. But today, I want to share a bit about what’s coming next. Because when you sign up for any kind of lifetime access deal, what you’re really doing is taking a bet on the future. A bet that you’ll continue to get as much value from the offer a year or...

Hi friends, I don’t typically send emails on Sundays, but I wanted to share a resource I think you’ll find useful. At the link below, you can find the Podcast Growth Engine Assessment. It’s the same assessment I go through with every new 1:1 client. Nearly everyone who’s completed it has told me that the simple act of filling it out gave them several “aha” moments about why their current strategy wasn’t working and what they needed to do to fix it. Here’s how it works: The doc contains a...

Happy Friday, friends, Just a quick one today. On Wednesday, the team at Lower Street and I released a new report exploring the differences between audio and video podcasts: The Cost of Attention In Podcasting: Audio vs Video Specifically, my goal was to answer two questions: What is the difference in cost to acquire audience attention for each format? (accounting for production costs, etc) Do video podcasts lead to growth of the creators and brands that embrace them… or is it simply...

Hi friends, Over the past two years, I’ve created three new podcasts in three different formats: Podcast Marketing Trends Explained — An audio/video show published to YouTube & RSS. Roast My Podcast — A video-first show that is (currently) only available on YouTube. Killer Concept — An audio-first show that may or may not end up incorporating video. Despite their differences in concept, format, and delivery mechanism, I think of all three as “podcasts”. And I think it's safe to say my own...

Hi friends, Earlier this year, I, along with the team at Lower Street published the 3rd annual Podcast Marketing Trends Report. In addition to the typical growth and marketing benchmarks, this year’s report featured a substantial new section exploring how podcast creators are using video—and how it's impacting their growth. But while putting the report together, it became clear there was too much to explore on the topic of video to cram into the already hefty report. Specifically, Harry...

Hi Friends, This week, we’ve been exploring the idea of Craft as one of the defining audience and customer attractors going forward. If you missed the first two essays in this mini series, you can find them here and here. To summarize where we’re at so far: AI has flooded the internet with AI-generated and Human/AI-augmented content. Much of this content is useful, factual, coherent, and better written than many creators could produce on their own. But none of it is content that is the type...

Hi friends, On Monday, I shared my thoughts about where everything is heading with AI, content, and marketing. In short: A dedication to Craft and authentic human creativity will be increasingly rewarded by consumers sick of AI slop, and the humans trying to win the AI-Enabled Content Arms Race. As I’ve been contemplating this new reality over the summer and thinking about how to respond to it myself, as a creator, marketer, and company of one, I’ve noticed some interesting trends in my own...

Happy Labour Day, Friends, It was nearly 30C (86F) this weekend here in Barcelona, but as I sat at one of my weekend cafes to read and journal on Saturday morning, there was no mistaking the slight edge in the air. The first, sweet tinge of Fall. Fall is my favourite time of year. Maybe it's that September is my birth month. Maybe it's that I'm most comfortable wearing wool sweaters and jeans. Maybe it's the smell of roasting chestnuts and woodsmoke on the breeze. Whatever the reason, I find...