Podcasting
The Podcaster's Big Problem...
It’s 2026. Social media channels are flooded. Everyone’s talking about how you have to be making video to be relevant, but that’s challenging, expensive, and time consuming for audio first creators or writers. Most people probably won’t discover you from your long form content, even if it’s well produced, focused to your audience, and valuable. Your audience is likely spread across multiple online platforms that have different rules and algorithms and nuances. Some of the people that might love your show might not even be spending much time online. How do you reach these people, keep, and grow an audience?
I’ve been studying this challenge since 2012. From my perspective, there’s three different types of content you need to get good at making to be successful at podcasting:
1. Content for people who have no idea who you are.
There’s a whole world of people who don’t know you or what you’re doing (look at that photo of NYC if you don’t believe me, and that’s just one of the big cities in the U.S.).
You get in front of new potential friends and fans through: Short video clips. Photos & Memes. In-Person meetups and events. Comment sections online. Word of mouth. Real life physical marketing (flyers, cards, billboards, stickers, etc).
This content needs to make people aware of who you are and what you’re trying to do, and invite them to join you on the journey.
2. Content for people who are familiar with some of your work or have heard your name before, but who aren’t following closely.
If you show up consistently for awhile and make stuff that’s interesting or valuable, people start to become more aware of you and familiar with your work. They might watch your video clips. They might listen to a full episode if they think it’s worth their time. They might follow you on social media platforms or sign up for your email address.
At this stage, your goal for content is to get them to become hardcore fans and deliver something interesting to them regularly through their preferred delivery method. It’s probably going to be similar to what you create for the people who don’t know anything about you.
3. Content for your hardcore engaged fans.
These people love what you’re doing and support you. They’ll purchase products or subscriptions. They’ll buy tickets to live events and invite their friends. They’ll listen to almost everything you publish and might even recommend you to their friends and networks. They want to know more. They want behind the scenes. They want exclusive stuff, things to make them feel like they’re part of the tribe.
The challenge for podcast or content producers is how to create all three types of content with the budget you have, and how to do it sustainably. It’s a lot of work. It’s a lot to keep up with. It’s time consuming. This is where having a good team with a broad skill-set really makes a difference.
Anyways, that’s what I’ve been thinking about lately! If you’re looking for help with your show, I’ve got availability for one or two more clients. I’d love to chat and see how I can help. You can book a call with me here.
Thanks for reading,
Aaron Dowd
Fort Worth, TX