Shownotes
What if the 50, 100, or 650 episodes sitting in your back catalog could be working for you right now, bringing in new listeners, growing your email list, and generating revenue without you creating a single new piece of content?
That is exactly what my guest Kelly Smith has built. Kelly is the host of Mindful In Minutes (26 million downloads across nearly nine years) and Meditation Mama. She runs two podcasts, raises two kids, and works roughly 40 hours per month. And her back catalog is one of the most strategic assets in her entire business.
In this episode of Podcast Growth Tools, Kelly and I go deep on how she uses a quiz funnel to turn 650+ episodes into personalized playlists for every listener, how she plans her entire podcast calendar six to nine months in advance using a color-coded spreadsheet and real performance data, and the honest numbers behind podcast advertising and monetization.
This is one of the nerdiest and most transparent conversations I have had on this show. Kelly gives it to you straight, and if you have been sitting on a back catalog wondering what to do with it, this episode is your answer.
🔑Here's a glance to the episode:
- How Kelly grew Mindful In Minutes to 26 million downloads over nine years
- Why your back catalog is your most valuable asset and how to activate it
- How a quiz funnel turned 650+ episodes into personalized playlists (1,200+ quiz takers from organic traffic alone)
- The eight meditation archetypes and what the quiz data revealed about her audience
- Why cross-referencing quiz data with episode performance data changed her entire content strategy
- How she plans her podcast calendar six to nine months ahead using a color-coded spreadsheet
- Why she tracks her stats every single week and lets the data speak instead of her ego
- The real numbers behind podcast advertising: CPM rates between $12 and $20, agency minimums of 10,000 downloads per episode, and the math that shows why ads alone are not the answer
- Why selling a $44 mini course can make more money than running ads on a 10,000 download episode
- How 80% of her retreat attendees are podcast listeners (including one who waited six years for the timing to work)
- The two-year rule: why Kelly tells aspiring podcasters to be prepared to show up for free for at least two years
- How she balances two podcasts with two kids and a husband who works seven days on, seven days off
- Why the trust recession makes longform podcast content more valuable than ever
Timestamps:
- 03:00: How Kelly started her podcast in 2017 to stay connected with her yoga students
- 07:00: The COVID moment: losing $15,000 in a day and then seeing a quarter million downloads in a week
- 10:00: How she started her second podcast, Meditation Mama
- 11:30: Why consistency and a searchable back catalog are her biggest growth drivers
- 14:00: How she infuses her podcast and her business together to create a flywheel
- 16:10: How she stays consistent as a mom of two with a husband who works seven days on, seven days off
- 17:00: The color-coded spreadsheet: planning six to nine months of content ahead of time
- 19:00: Her data-driven approach to content: top categories, what performs, and taking ego out of it
- 23:00: Why podcasting is the most intimate form of content in the age of AI
- 24:30: The quiz strategy: why she built it and what it does for her listeners
- 27:00: Eight quiz results, eight meditation archetypes, and the data behind who is taking the quiz
- 31:00: Cross-referencing quiz data with episode performance data (the nerdiest and best part)
- 35:00: Client success story: 10,000 quiz takers, 8,500 email subscribers, and 77% revenue growth
- 38:00: The real numbers behind podcast monetization and advertising
- 40:00: CPM rates, agency minimums, and why ads alone are not the best path for most podcasters
- 42:00: Why selling your own micro offers is more profitable than ad revenue
- 45:00: Kelly's mini course and virtual retreat strategy for monetization
- 47:00: Where to find Kelly, take the quiz, and get a personalized meditation playlist
Resources & Links
Mentioned in This Episode
Connect with Kelly
Connect with Kylee
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