Today's podcast landscape is busy.
Evo Terra:So is it still possible to grow a really big podcast?
Evo Terra:Yes, but you can't rely on just good content and luck.
Evo Terra:You have to address these five realities.
Evo Terra:And get a little lucky.
Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:What does it take to have a really, really big podcast?
Evo Terra:More to the point, what would it take for you to have a really, really big podcast?
Evo Terra:Now, I've talked previously about the need to focus on making great content.
Evo Terra:And while I'm sure you can point to many mediocre podcasts out
Evo Terra:there that managed to get big, those are exceptions to the rule.
Evo Terra:And you've heard me talk about the importance of making content
Evo Terra:that your audience loves.
Evo Terra:And I know you've heard me say "know who you are for and why
Evo Terra:they are there" many, many times.
Evo Terra:But you've also heard me say that podcasts tend to get the audience they deserve.
Evo Terra:So sure, make great content that fits in perfectly with what your audience
Evo Terra:wants and your show has the basics in place that makes it quite possible for
Evo Terra:the show to, in fact, grow over time.
Evo Terra:But what if you want more?
Evo Terra:What if you're not content to just let it grow?
Evo Terra:What if you want to have a really, really big podcast?
Evo Terra:A podcast that's demonstrably big?
Evo Terra:How do you do that today?
Evo Terra:Well, this should come as no surprise, I'm not going to give you a recipe
Evo Terra:because a recipe does not exist for that.
Evo Terra:If one existed, everyone would follow it.
Evo Terra:So instead, I'm going to help you have a difficult and honest
Evo Terra:conversation with yourself.
Evo Terra:Specifically, I'm going to give you five realities, if you will, that will
Evo Terra:help you figure out whether or not you are really prepared to do what it
Evo Terra:takes to have a big podcast in 2022.
Evo Terra:Okay, here are those five realities if you really want to have a really big podcast.
Evo Terra:Reality number one, reality trumps a BHAG.
Evo Terra:Now, a BHAG, that stands for Big Hairy Audacious Goal.
Evo Terra:And no, having a big podcast is not a BHAG.
Evo Terra:It's only a BHAG when you can get really specific and you
Evo Terra:can define what that goal is.
Evo Terra:No, you need to be able to clearly convey what you mean by a "big podcast."
Evo Terra:What does that mean for you?
Evo Terra:And you also need to be very real about your chances.
Evo Terra:Do you want to have the number one show in your category, knocking the
Evo Terra:current leader out of the iTunes charts or the Apple Podcasts charts, whatever
Evo Terra:we're going to call them these days?
Evo Terra:Or maybe you just want to be in the top 10 of those charts in your category.
Evo Terra:That's a BHAG for sure.
Evo Terra:But do you know what the people who are already on that
Evo Terra:list have done to get there?
Evo Terra:Do you know what sort of a new subscriber rate and engagement
Evo Terra:rate they get with their shows?
Evo Terra:If not, how will you know that you're trending in the right direction?
Evo Terra:Maybe you want to have a hundred thousand downloads per episode.
Evo Terra:Okay.
Evo Terra:Very much a BHAG.
Evo Terra:However, is that an even realistic number for the top
Evo Terra:shows in your category right now?
Evo Terra:And if it is, well, how did those other shows gain that sort of traction?
Evo Terra:Where did they find their audience?
Evo Terra:And do you have the connections or the platform so that you
Evo Terra:can do something similar?
Evo Terra:Because you need to understand what, what it is you can realistically, with
Evo Terra:a high degree of confidence, achieve.
Evo Terra:And no, getting lucky isn't something you should bank on.
Evo Terra:Reality number two, become undeniably unique.
Evo Terra:Now look, I know that you and your show is special and it's different from the others
Evo Terra:who talk about similar things as you do.
Evo Terra:But I'm sorry, special and different aren't enough if you want to have a really
Evo Terra:big podcast that defines the category.
Evo Terra:It needs to be demonstrably different.
Evo Terra:Note I didn't say better.
Evo Terra:I mean, sure, it needs to be that too, obviously, but it's probably even
Evo Terra:more important that you have strong distinctions between what you do and
Evo Terra:what the others in your category do.
Evo Terra:Now, that means more than just developing your voice.
Evo Terra:It means making sure that your voice is strong and consistent
Evo Terra:throughout your episodes.
Evo Terra:Sorry, no sitting back, relying on your guests to do the heavy lifting.
Evo Terra:You have to put in the work.
Evo Terra:You have to figure out what you want to talk about and to make sure
Evo Terra:that you are as integral to the conversation as your guests are.
Evo Terra:And make sure that your undeniable uniqueness, if you will, carries
Evo Terra:through to all aspects of your show - your website, your social media
Evo Terra:shares, even the emails you send out.
Evo Terra:You have to share your voice in everything you do.
Evo Terra:Forget neutral.
Evo Terra:Bring out what it is that makes you and your show truly special.
Evo Terra:And don't shy away from that.
Evo Terra:And if that means changing from doing what you like to do in other
Evo Terra:channels, well, that's a price you have to pay to have a really big
Evo Terra:podcast, if in fact you still want it.
Evo Terra:Reality number three, your angle is more important than your topic.
Evo Terra:I've talked about this before, but think about this, with a few million
Evo Terra:podcasts out there, we're way, way past the blue ocean paradigm.
Evo Terra:Yes, podcasting is getting crowded.
Evo Terra:There, I said it.
Evo Terra:But no, you didn't miss your chance, and yes, someone is already out
Evo Terra:there talking about the same topic as you talk about on your podcast.
Evo Terra:Being one more voice in an already crowded space isn't going to rocket you
Evo Terra:into big podcast success now, is it?
Evo Terra:So what's your take?
Evo Terra:Why should anyone listen to what you have to say on a topic?
Evo Terra:A topic that maybe already is well covered.
Evo Terra:Now, if you're citing your expertise, I'm just going to stop you right there.
Evo Terra:That is not enough to get someone to switch to you unless you are already
Evo Terra:the recognized expert in your category.
Evo Terra:You have to have an angle that clearly demonstrates why you and your podcast
Evo Terra:should be the authoritative voice.
Evo Terra:An angle that shows your perspective, a perspective that sits apart from
Evo Terra:all others who have a podcast on this topic, and an angle that makes
Evo Terra:it clear to listeners that what you give, they quite literally can't
Evo Terra:get from anywhere or anyone else.
Evo Terra:Reality number four, this is going to cost money so make sure it's worth it.
Evo Terra:Yeah, yeah, time is money for sure, but having a really big podcast
Evo Terra:today almost certainly means putting a marketing budget behind it.
Evo Terra:And it may also mean, depending on your skillset, hiring a team to help make your
Evo Terra:worthy-of-being-huge podcast episodes.
Evo Terra:Perhaps, jaw-dropping amounts of money on each of those.
Evo Terra:And that only makes sense if you know your ROPS.
Evo Terra:That's what I'm calling your return on podcast spend.
Evo Terra:Yeah, I just made that up and no, I don't expect it to catch it on.
Evo Terra:Whatever.
Evo Terra:Regardless, knowing what the payoff will be on spending serious
Evo Terra:money to make and promote a seriously big podcast is required.
Evo Terra:Unless, of course, you're independently wealthy, I guess.
Evo Terra:But the trick there is knowing the payoff, knowing how to measure the payoff.
Evo Terra:I mean, sure, you could drop 10-15 grand per episode and hire a top-notch
Evo Terra:production firm to make your episode sound amazing, but how will you
Evo Terra:know that money was well spent?
Evo Terra:And how will you know you made any of that money back?
Evo Terra:What's your specific plan to recoup those costs?
Evo Terra:Sure, you could spend $50,000 per month on a promotional plan to grow
Evo Terra:your already amazing show, but don't do that without having clear campaign
Evo Terra:measurement systems in place with plenty of time reserved to check in
Evo Terra:on the progress of those campaigns.
Evo Terra:And even before that, make sure you're able to recoup that
Evo Terra:investment with meaningful revenue returns that aren't based on hope.
Evo Terra:And the final, reality number five, to keep your eye on the prize.
Evo Terra:This isn't a set it and forget it proposition.
Evo Terra:Making the conscious effort and massive investments that are required
Evo Terra:to have a really big podcast is going to be a full-time job on top
Evo Terra:of your already full-time job, which probably is making the podcast.
Evo Terra:You've got to execute now.
Evo Terra:Every day.
Evo Terra:Track them back to that realistic goal you've set forth.
Evo Terra:And yeah, this means obsessively checking your stats, something I rarely tell anyone
Evo Terra:to do, but this is one of those times.
Evo Terra:Look, you're investing seriously in this idea of getting a really big podcast for
Evo Terra:yourself so you need to ensure that your money is well spent and that you are
Evo Terra:seeing actual, measurable results on a timescale of when you should see them.
Evo Terra:And if you're not seeing them, either they're coming in too
Evo Terra:slowly or not working at all, then prepare to make adjustments.
Evo Terra:Look, just because you put it in your plan it doesn't mean it's going to work.
Evo Terra:In fact, many of the tactics and strategies you put in place won't work.
Evo Terra:So you'll have to adapt constantly, keeping your eye on the goal.
Evo Terra:But, you know, just because you heard about something new and cool that someone
Evo Terra:else used to blow up their show quickly, it doesn't mean it's going to work for you
Evo Terra:so don't drop everything to try it out.
Evo Terra:Keep your eye on the prize and only do what aligns to
Evo Terra:what you're trying to achieve.
Evo Terra:Don't go chasing crazy ideas without fully vetting them.
Evo Terra:Now, that's what it takes to have a big podcast in 2022.
Evo Terra:And yeah, that's quite different than what it took five years ago.
Evo Terra:And it's completely disassociated from any advice that you might've received 15
Evo Terra:years ago, back when "just keep plugging along" was all you had to do to have a
Evo Terra:really good shot at making a big podcast.
Evo Terra:It's a new world out there.
Evo Terra:But keep this in mind, you don't have to do this.
Evo Terra:The five realities I just laid out are my views on a mindset it takes to have
Evo Terra:a really, really big podcast today.
Evo Terra:But most podcasts aren't really big.
Evo Terra:In fact, it's quite possible to have a very successful podcast without
Evo Terra:growing it to be really, really big.
Evo Terra:But if really, really big is what you want, well, then you've
Evo Terra:got your work cut out for you.
Evo Terra:Best of luck.
Evo Terra:With that, I shall be back next week with yet another Podcast Pontifications.
Evo Terra:Cheers!
Evo Terra:Podcast Pontifications is written and narrated by Evo Terra.
Evo Terra:He's on a mission to make podcasting better.
Evo Terra:Links to everything mentioned in today's episode are in the notes
Evo Terra:section of your podcast listening app.
Evo Terra:A written-to-be-read article based on today's episode is available at
Evo Terra:podcastpontifications.com where you'll also find a video version and a corrected
Evo Terra:transcript, both created by Allie Press.
Evo Terra:Podcast Pontifications is a production of Simpler Media.