Podcasting People

Hi everyone, Gareth here with an important update.

After an amazing run, Podcasting People is coming to an end. It’s been a fantastic journey, and I’ve loved sharing insights from some of the best minds in podcasting with you. But as I shift my focus to other creative projects - including my hyper-local show The Sheppertonian and my work in the podcast and music industries - it feels like the right time to close this chapter.

A huge thank you to every guest who shared their wisdom and every listener who kept me going. Your support has meant the world to me, and I hope the episodes we’ve created will continue to be a valuable resource for podcasters for years to come.

Thanks for being part of Podcasting People. It’s been an absolute pleasure.

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Liam Heffernan, an award-winning independent podcaster and founder of the new podcast network Mercury, joins Gareth to discuss his mission to empower indie creators. Recognising the gap in support for smaller shows that are too big to be overlooked but too small to catch the attention of major networks, Liam aims to revolutionise the space by prioritising the needs of these creators. He emphasises the importance of content as the foundation for growth and monetisation, urging podcasters to focus on what they love without getting bogged down by the pressure to monetise too quickly. As Mercury launches with a diverse lineup of shows and plans for original content, Liam shares his vision for fostering a supportive community of independent podcasters. The conversation highlights the unique challenges independent creators face and the innovative approach Mercury is taking to address them.

Takeaways:

• Liam Heffernan is revolutionising podcasting by emphasising the needs of independent creators.
• The Mercury network aims to support smaller shows in monetising without losing control.
• Independent podcasters often struggle with promotion and monetisation, which Mercury seeks to address.
• The focus for indie podcasters should be on creating engaging content that they love.
• Liam's experience as an independent podcaster shapes Mercury's mission to empower creators.
• The podcasting landscape is evolving, and new networks like Mercury fill essential gaps.

Guest: Taylor James

Job title: Lead Podcast Producer

Company: Twentytwo Productions

Imposter syndrome can be a significant hurdle for many in the podcasting industry, but it doesn't have to hold you back. Taylor James, founder of Twentytwo Productions, shares valuable insights on embracing your unique voice and passion while navigating the competitive landscape of podcasting. He reflects on his journey from launching the Waffle Shop podcast to amassing a million downloads, highlighting the freedom that comes with sharing your story. Despite the challenges and comparisons that can creep in, Taylor emphasises the importance of staying true to your passion and maintaining consistency. Tune in for encouragement to silence the noise of competition and focus on what truly matters: your love for podcasting.

Takeaways:

• Embrace the freedom of podcasting to share your authentic story without restrictions.
• Imposter syndrome is common; focus on your passion and ignore the comparison trap.
• Consistency is crucial in podcasting; remind yourself of your purpose during tough days.
• Stay positive and stay in your lane, avoiding the noise of competition.
• Don't let the metrics define your worth; focus on your niche and audience engagement.
• Recognise that everyone faces challenges; remember why you started your podcasting journey.

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Guest: Mike Newman

Job title: VP, Content & Partnerships

Company: Audioboom

Mike Newman, VP of Content & Partnerships for Audioboom, shares valuable insights on promoting your podcast effectively. He emphasises the importance of having a comprehensive marketing plan that extends beyond the launch of your show. While budget constraints can be a challenge, Mike encourages creators to leverage their existing networks and contacts as the foundation of their marketing efforts. He highlights that audience growth takes time and consistency, asserting that every episode, including the later ones, plays a crucial role in attracting listeners. With over 25 years of experience in audio, Mike's passion for podcasting shines through as he discusses strategies that creators can use to elevate their shows and reach wider audiences.

Takeaways:

• Create a comprehensive marketing plan for your podcast that extends beyond just the launch.
• Utilise your personal network to amplify your podcast's visibility and reach.
• Guest appearances on other podcasts can significantly help promote your own show effectively.
• Consistency in messaging is key; promote not only your first episode but all subsequent ones.
• Audience growth takes time and effort; it's important to view it as a marathon.
• Engage with various platforms to diversify the ways you share your podcast message.

Companies mentioned in this episode:

• AudioBoom
• Apple
• Spotify
• Amazon
• XFM
• Free Radio
• Smooth Radio
• GEM106
• Guardian

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Consistency and persistency are the keys to successful podcasting, according to Sam Sethi, CEO of TrueFans and co-host of Podnews Weekly. With years of experience in the podcasting industry, Sam shares his journey from early podcasting to launching a new platform that embraces the latest podcasting technologies. He emphasises the importance of maintaining a regular release schedule to build and retain an audience, as deviating from this can lead listeners to seek alternatives. Sam also highlights the unique human connection that podcasting fosters, setting it apart from other media forms in an increasingly AI-driven world. Tune in to hear more about his insights and tips for aspiring podcasters.

Takeaways:

• Consistency and persistency are crucial for building an audience in podcasting.
• Podcasting fosters a unique human-to-human connection that AI cannot replicate.
• Establish a reliable schedule for your podcast to retain your audience's attention.
• Engaging content is essential; provide your audience with something interesting to listen to.
• Launching a podcast festival can open doors to new opportunities and collaborations.
• Utilising modern podcasting tags can enhance the discoverability of your podcast.

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