School of Podcasting: Expert Tips for Launching and Growing Your Podcast
Dave Jackson
Recent Episodes
In this episode, I circle back to a classic question:
What do you wish you’d known when you started your podcast that you know now?
This is a question I’ve asked in the past (shout-out to episode 768 back in 2021!), and while I received close to 20 answers then, participation was a bit lighter this time around. But don’t worry—the quality makes up for the quantity!
Featured Guests & Their Insights
I’m joined by two long-time contributors—Kim Newlove and Steve Stewart—who share powerfully honest responses about their podcasting journeys.
Kim Newlove:
Kim shares 12 things she wishes she’d known when starting her podcasts, The Pharmacist’s Voice and the Perrysburg Podcast. She talks about everything from being able to change your podcast’s “why” as its mission evolves, to discovering the right gear (hello, Shure SM7B!), figuring out realistic production schedules, mastering research and writing demands, making effective use of Canva for episode artwork, choosing media hosts wisely, the importance of newsletters, the value of trailers, and more. She emphasizes learning as you go and assures new podcasters that it’s totally okay to fill in gaps as you build your parachute on the way down!
Steve Stewart:
Steve reflects on how much he wishes he’d known how to edit for content when he first began his show in 2010. His early episodes would benefit from a bit more polish, and he shares how improving his editing skills made a huge difference not just for his own podcast, but eventually for others through his work at the Podcast Editors Academy. Steve also offers an excellent resource for anyone looking for a podcast editor.
My Takeaways & Thoughts:
I share my own lessons learned—including the importance of setting aside regular time for learning new skills, asking for direct feedback from listeners, and being willing to adapt and evolve your show as needed. I also discuss the value of constructive criticism and how it helps me grow as a podcaster.
Resources & Mentions:
- Kim’s Podcasts: The Pharmacist’s Voice and Perrysburg Podcast
- Steve’s Podcast Editing Resource: Find an Editor
- School of Podcasting: schoolofpodcasting.com (use coupon code “listenr” for a discount!)
- Media Host Recommendations: Captivate, Buzzsprout, Libsyn (coupon sopfree), Transistor, Blubrry, and now RSS.com
- Podcast Editors Academy: Steve Stewart and Mark Deal’s community for podcast editors.
- Newsletter Tools: ConvertKit (for marketing now Kit) and Substack (for sharing thoughts/content)
As always, I encourage you to ask your audience for feedback, keep learning, and don’t be afraid to tweak your show or try something new. Whether you’re just starting out or you’ve been podcasting for years, there’s always something to learn.
If you want more podcasting content, check out my other shows at powerofpodcasting.com.
Thanks so much for listening! If you enjoyed the episode, I’d truly appreciate it if you shared it with a friend
Mentioned in this episode:
What is Your Favorite Podcast and Why?
If you could only listen to one show, what would it be, where can we find it, and WHY is it your favorite show? Don't forget to tell us a little bit about your show and where we can find it. I need your answer by December 26th, 2025
Ready to Get Your Podcast Moving?
Tiger Woods, Bill Gates, Oprah Winfrey all had coaches. We can help you avoid mistakes, give you constructive feedback and ensure you sound professional and make content that resonates with your audience. Join the School of Podcasting and in addition to the tutorials and community you get five hours of one-on-one coaching with me each month.
Happy Holidays!
Happy Holidays to you and your family!
Live Appearances
I would love to see you! You can see where I'm going to be using the link below. If you would like me to speak at your offline or online event, contact me at www.schoolofpodcasting.com/contact
In this episode, I look into the many ways you can measure the success of your podcast beyond just download numbers. Too often, new podcasters get fixated on stats that might not actually reflect their true goals, whether that’s growing their business, building a community, or simply having fun. I share 12 alternative metrics—including email list growth, audience engagement, speaking opportunities, and more—so you can assess your progress and celebrate wins that go way beyond downloads. I also mention some valuable tools, companies, and podcasts to help you along the way. This episode (as all of my recent episodes) uses chapters.
Apple and Spotify Completion Rate
When you go into the dashboards of Apple and Spotify, you can see how far people listened to your show. I'm an old teach so for me 70% is a C. 80% is a B, and anything above 90% is an A. The beauty of both these platforms is you can click and listen at any point that shows a drop of so you can see if it was something you said that cause the dropoff.
Listeners: The number of unique devices that have played more than 0 seconds of an episode.
Engaged Listeners: The number of unique devices that played at least 20 minutes or 40% of an episode within a single session. Pausing or stopping an episode does not count as starting a new session.
Spotify shows People You reached (people who have seen your show), People who Showed Interest (they interacted with your show, which may be an indicator of episode titles o artwork), People who consumed (so they listened to your show).
Unprovoked Audience Feedback
This is my favorite. You put out an episode, and 24 ours later you've got emails in your inbox, DMs on social giving you feedback. For me, this is a great indication that your episode resonated with your audience.
Email List Growth
If the goal of your show is to monetize, this metric is KEY. I know for me, I focused on lead magnets and growing my list, and those efforts resulted in me growing my list by 39%
Growth in Community
You can look at your community growth, this could be Facebook, Discord, Heartbeat (my favorite), Circle, etc. School of Podcasting member Mark Lawley who does the Practical Prepping show with his wife Krista. They have 155 thousands people in their community. I do not recommend using Facebook (or any free service) for your community. Paul G shared in his interview how he lost a five figure community. I've been kicked out of my own Facebook group, and moved to Heartbeat (which now has a great AI tool that makes setting up a community a breeze).
Business Metrics
If the goal of your show is to grow your business, then looking at the number of customers, the revenue generated should be something to look at. I hear people all the time mentioned how they will measure the goals in downloads and later say they want to make some income. Then I believe you may want to measure your success in income.
Attribution Stats
If you ask people who interact with you and the answer to the question, "How did you find me?" If the answer is, "I heard your podcast" that is something you can measure and let's you know your SEO and word mouth is working.
Being Asked to Speak
We had unprovoked audience feedback, this is unprovoked opportunities to appear on other podcasts, speaking gigs, or other media appearances.
Are You Being Seen as The Authority
Have you heard yourself being quoted? You can see what websites are linking to yours (which may be someone you collaborate with). This article from SemRush explains how to see who is linking to your website?.
Consistency in Schedule
Consistency in schedule enables your audience to add you to their routine (which is huge). So are you better at coming up with remarkable content on a consistent basis.
Quality of Audience
So you're attracting people, but are you attracting the right people? Are they doing what you want them to do?
Your List of Friends is Growing
Every time you do an interview, you have an opportunity to make a new friend. As the saying goes, "It's not who you know, but who knows you." Do you have more friends than you did a year ago?
The Fun and Fulfillment Factor
Are you a better communicator/interviewer than when you started?
Do you feel more confident explaining your topic?
Do you enjoy the conversations you’re having?
For a lot of podcasters, that is the real win.
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Apple Chapters: What You Need to Do
Apple Podcasts has added automated chapters to your show. In most cases you don't have to do anything to adjust your settings.
Mentioned In This Episode
Podcast Best Practices Handout
Ray Arnott Interview on Partnerships
Podmatch find Guests, Be a Guest
who is linking to your website? article
Like the show? Buy Dave a Coffee
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OOPS!
I mentioned that the Captivate Black Friday Deal (Where you get four months free) is for everyone. That is incorrect. It is for new customers only. My apologies for the confusion.
Check Out Dave's Newsletter With Behind the Scenes Content
In each issue of Podcasting Observations, I share my thoughts on what is happening in the podcasting space, my latest content, and things that have caught my eye. I also may ask for your opinion. Join the free community
Live Appearances
I would love to see you! You can see where I'm going to be using the link below. If you would like me to speak at your offline or online event, contact me at www.schoolofpodcasting.com/contact
To Shy To Podcast? You're Perfect
Introverts often notice things that others don't see (giving you a unique point of view). They also are good listeners (great for interviews), and you probably have an attention for detail. All of these skills are great for podcasters. Plus, you can meet lots of people without meeting lots of people. Join now with a 30 day money-back guarantee at schoolofpodcasting.com/join
What is Your Favorite Podcast and Why?
If you could only listen to one show, what would it be, where can we find it, and WHY is it your favorite show? Don't forget to tell us a little bit about your show and where we can find it. I need your answer by December 26th, 2025
Hey, it's Dave Jackson from the School of Podcasting! In this episode, I dive into what truly delivers value to your podcast audience—drawing inspiration from an episode of the Novel Marketing podcast hosted by my buddy, Thomas Umstattd Jr..
As I was driving to PodIndy, I caught myself sharing Thomas Umstattd Jr.'s episode with friends, and it hit me: why was this episode good enough for me to recommend? Today, I'm breaking down the answer to that question and sharing snippets of what I like to call "value bombs," even if that phrase is a bit cringey.
Here's what I cover:
- Why knowing your audience inside and out is key to delivering value.
- How answering your audience's burning questions (like Thomas does) keeps them tuning in.
- The importance of overdelivering—smothering your audience in value so they want to share your show.
- Why direct recommendations from listeners are more powerful than any algorithm.
- Examples of how Thomas Umstattd Jr. teases upcoming content to keep listeners coming back.
- How sharing personal stories alongside expertise can connect with your audience.
- The role of hands-on “boots on the ground” experience versus just listing facts, and how this builds authority.
- Why saving your audience time or money equals big value.
- Teasing future episodes and weaving in stories to keep people engaged.
- The impact of authenticity and showing both sides of a topic.
- My own experiment comparing human podcasting value to AI research, and why the human touch still wins.
- A quick review/demonstration of the new Zoom PodTrack P4 Next and my honest thoughts on whether it’s worth upgrading from the original P4.
- Lessons from a membership site migration disaster—and the importance of always having a backup plan for your content.
Websites Mentioned:
- AuthorMedia.com — Home of the Novel Marketing podcast.
- SchoolofPodcasting.com — My home base for podcasting education.
- Perplexity AI — An AI research tool I tested for podcasting advice.
- Sweetwater — For buying podcast and audio gear.
- Backblaze — Backup service I use for safeguarding files.
- Voomly — New video host for my membership site.
- Loom and Tella — Video tools for creating support and course content.
- Gumroad - Tool to sell digital goods.
My big takeaway? To truly deliver value: know your audience, answer their questions, overdeliver, and don't be afraid to share your own stories and expertise. When you save them time, money, or frustration, you make your podcast not only worth listening to—but worth sharing.
Takeaways:
- Delivering value means understanding what your audience actually wants and needs.
- When you smother your audience in value, they'll be much more likely to share your content.
- The absurdity of using Shopify for authors often outweighs its perceived benefits and can lead to losses.
- Kickstarter is surprisingly the best alternative for authors wanting to sell books without the hassle of Shopify.
Mentioned in this episode:
Back Friday Deal on Podcast Reviews
Host: Hey, podcast creators! Are you ready to take your podcast to the next level? We have an unbeatable deal just for you! Podcast Review Service: NEW BLACK FRIDAY DEAL For a limited time, get your podcast episode and website professionally audited. Using my 30-point checklist and uncover opportunities to improve your podcast's reach and engagement! 🔍 What's Included? Podcast Episode Audit: Pinpoint key areas for improvement. Website Audit: A thorough 30-point checklist to optimize your online presence. But wait, there’s more! When you sign up, you'll receive a free month at the School of Podcasting! That's one month of top-notch podcasting training normally at $99, absolutely free! 📚 Exclusive Offer: Your School of Podcasting membership includes 5 hours of personal consulting, a service valued at $1000 alone! 🎉 All This for Just $99! Normally, you'd pay $1278 for this incredible package. But through December 31st, it's yours for just $99! 🚀 Don’t miss this chance to elevate your podcast without breaking the bank. Secure this offer today and watch your podcast thrive! Act Now! Spots are limited! Host: Visit podcasthotseat.com to claim this unbeatable offer and get started on transforming your podcast today! podcasthotseat.com
What is Your Favorite Podcast and Why?
If you could only listen to one show, what would it be, where can we find it, and WHY is it your favorite show? Don't forget to tell us a little bit about your show and where we can find it. I need your answer by December 26th, 2025
Live Appearances
I would love to see you! You can see where I'm going to be using the link below. If you would like me to speak at your offline or online event, contact me at www.schoolofpodcasting.com/contact
Hey everyone, it’s Dave Jackson from the School of Podcasting! In today’s episode, I sit down with Heidi Kay Begay from Red House Productions (website: redhouseproductions.net) to discuss how you don’t need a massive audience to start monetizing your podcast. She reveals practical and inspiring strategies to pitch your value and land meaningful brand relationships, even when your show is still growing.
Key Points & Takeaways
- You Don’t Need Huge Download Numbers:
- Heidi Kay Begay
- shares how she started pitching to sponsors around episode 30 of her niche show, Flute360, and landed deals despite having a small audience.
- Mindset Shift: Treating your podcast like a business is crucial. I loved Heidi’s “corn and wheat” metaphor—don’t expect business results if you’re just planting hobby seeds!
- Pitching Sponsors: Heidi describes reaching out directly to music-branded companies—flute makers, apparel, gadgets—and focusing on how to create a win/win relationship from day one. She didn’t let her lack of experience or nerves stop her!
- Focus on Value Over Numbers: Rather than falling for CPM (cost per mille) models, Heidi looked at what brands spend for visibility in her industry—conference booths, event program ads, etc.—and built sponsorship packages (bronze, silver, gold) that reflected that value.
- Partnership, Not Just Ad Reads: Heidi emphasizes listening to a sponsor’s specific goals and showing genuine interest in their needs, often including interview opportunities and co-promotions to make the partnership more meaningful.
- Negotiation is Key: Most deals aren’t signed after one email. Expect lots of back and forth, and be ready to listen and adjust your offer. Don’t feel you need everything perfect before you start the conversation.
- Pricing Sponsorships: Heidi recommends considering not only downloads but also your total digital presence—social media, mailing list, engagement rates, speaking appearances, etc. Sponsors look at much more than just podcast stats.
- Campaign Tracking & Follow-Up: Not all sponsors require detailed post-campaign stats. Some are satisfied knowing their brand was featured; others want custom URLs to track results. Being organized and professional goes a long way.
- Dealing with Rejection: Both Heidi and I agree—a “no” today could be a “yes” later. Don’t burn bridges, rejection is often just “not now.”
- AI Music Tools: I shared my experience using Suno (suno.ai), an AI music creation platform, to generate podcast outro music. If you use paid tiers, you own the commercial rights (worth checking out, especially if you need affordable, legal music for your show).
- Check out Heidi's Course on Monetization.
Websites Mentioned
- redhouseproductions.net – Heidi’s podcast production/consulting hub.
- schoolofpodcasting.com – My site for podcast coaching, resources, and community.
- suno.ai – AI music creation platform.
- horseradionetwork.com – Referenced for creative sponsorship strategies.
- aroundthelayout.com – Model train podcast, discussed influencer marketing measurement.
- Heidi Kay Begay - Heidi's site including her Flute 360 show.
- Dave Jackson’s Guide to Confident Podcast Launching & Marketing - Dave on Heidi's show
Episodes About Getting Sponsors
- From Model Trains to Money: Monetizing Your Passion Podcast
- Making a Living Talking about Horses - Glen the Geek is Never Boring
- Why Your Media Kit is Probably Trash: Lessons from Justin Moore
A No Might Be a Not Now
If you think your audience is too small to monetize, don’t let that stop you from reaching out to potential sponsors. You never know until you ask! A “no” is just a “no for now”—sometimes those decline emails turn into bigger opportunities down the road.
Want help launching, growing, or monetizing your podcast? Head to schoolofpodcasting.com and use promo code listener for a special deal. Thanks for tuning in, and if you liked the show, please share it with a friend!
Mentioned in this episode:
Check Out Dave's Newsletter With Behind the Scenes Content
In each issue of Podcasting Observations, I share my thoughts on what is happening in the podcasting space, my latest content, and things that have caught my eye. I also may ask for your opinion. Join the free community
Live Appearances
I would love to see you! You can see where I'm going to be using the link below. If you would like me to speak at your offline or online event, contact me at www.schoolofpodcasting.com/contact
What is Your Favorite Podcast and Why?
If you could only listen to one show, what would it be, where can we find it, and WHY is it your favorite show? Don't forget to tell us a little bit about your show and where we can find it. I need your answer by December 26th, 2025
Back Friday Deal on Podcast Reviews
Host: Hey, podcast creators! Are you ready to take your podcast to the next level? We have an unbeatable deal just for you! Podcast Review Service: NEW BLACK FRIDAY DEAL For a limited time, get your podcast episode and website professionally audited. Using my 30-point checklist and uncover opportunities to improve your podcast's reach and engagement! 🔍 What's Included? Podcast Episode Audit: Pinpoint key areas for improvement. Website Audit: A thorough 30-point checklist to optimize your online presence. But wait, there’s more! When you sign up, you'll receive a free month at the School of Podcasting! That's one month of top-notch podcasting training normally at $99, absolutely free! 📚 Exclusive Offer: Your School of Podcasting membership includes 5 hours of personal consulting, a service valued at $1000 alone! 🎉 All This for Just $99! Normally, you'd pay $1278 for this incredible package. But through December 31st, it's yours for just $99! 🚀 Don’t miss this chance to elevate your podcast without breaking the bank. Secure this offer today and watch your podcast thrive! Act Now! Spots are limited! Host: Visit podcasthotseat.com to claim this unbeatable offer and get started on transforming your podcast today! podcasthotseat.com
Hey, it’s Dave Jackson from School of Podcasting, and in this episode, I look into what podcasters can learn from Ace Frehley of Kiss—even though Ace wasn't the most technically brilliant guitarist, his unique approach made him a massive inspiration for millions. I share how Ace’s story relates to how we think about our own podcasting journey.
Here are some of the takeaways we can learn from Ace:
- Be Yourself: Just like Ace was always Ace, when you’re podcasting, lean into what makes you unique. Your “superpower” may be simply being authentic and relatable.
- You Don’t Have to Be the Best: Ace wasn’t the most technically gifted, but millions saw themselves in him because his style was accessible and inspiring. You don’t have to be the smartest or most polished podcaster to make an impact.
- Find What Sets You Apart: Ace created the iconic smoking guitar—a visual nobody else had. What can you do to stand out in the podcasting space? (it's a hard question)
- Continuous Improvement: Ace’s smoking guitar started as a basic smoke bomb and was improved again and again. Tweak, pivot, and keep making your show better.
- Know Your Role and Play for the Team: Ace knew his part in Kiss and played what was right for the song, not just what made him look good. As a podcaster, sometimes the best thing is to let your guest or co-host shine.
- Connect with Your Audience: Ace was famous for taking time with fans, speaking their language, and connecting through his style. Make sure you’re speaking your listeners’ language and not talking “above” or “below” them.
- Protect Your Rights: When it comes to business decisions, maintain ownership of your content whenever possible—like Ace leasing his makeup design to Kiss rather than selling it outright.
- Have Fun and Know When to Walk Away: Ace left Kiss and walked away from millions because it wasn’t fun anymore. If your podcast isn’t bringing you joy, consider your options.
- Overcome Setbacks: Ace faced business, creative, and personal struggles but kept moving forward. Don’t let challenges stop your podcast journey.
- Be Innovative and Audience-Focused: Innovation drew attention to Ace, and keeping your audience in mind helps you deliver a show people remember.
Mashed Potatoes and AI
Today I use the analogy comparing AI-generated content to instant mashed potatoes out of a box. While it’s impressive how quickly and easily you can whip something up with AI—just like it’s convenient to make mashed potatoes from a box—the outcome usually isn’t that memorable. Most of the time, I find myself more amazed by the technology itself than by what it produces.
Growing up, my mom tried to make instant mashed potatoes edible by mixing in milk and lots of butter, but honestly, they still couldn’t compare to homemade mashed potatoes made from real potatoes, mashed by hand. When you taste those homemade mashed potatoes, it’s something you remember—they’re just better.
The point I wanted to make is that shortcuts like AI (or boxed potatoes) may save time, but when I put in the time to create something myself—from scratch—it always turns out more remarkable and worth sharing with my audience. That’s what I strive for in my podcasting: to create something people remember, not just something that’s quick and easy.
Josh Liston from Sake This had me thinking how I've never shared something created by AI because of the content (maybe because it was cool).
The "End" of Unlimited Consulting at the School of Podcasting
Recently, I made a change at the School of Podcasting—I’ve retired the “unlimited consulting” offer and now give members up to five hours of consulting each month. Honestly, most folks never came close to hitting that limit, but this shift helps clarify expectations, so it’s easier for you to understand what you’re getting.
Don’t worry, nothing is really lost; you’ll still get individualized help, awesome resources, and the same dedicated support I’ve always offered. If you ever need more help, just ask—I’m here to help podcasters succeed!
Mentioned in this episode:
I'd Love T See you!
I will be at the following events: November 8, Podindy.com Whiteland Indiana January 15-18 Podfest Multimedia Expo in Orlando, Fl February 17–20, 2026 NRB 2026 International Christian Media Convention, Nashville, Tennessee
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Help When You Don't Know Where To Start
I get it. I talk to people looking to launch or grow their podcast. "“There’s too much gear/software — I don’t know what I need.” Microphones, mixers, hosting platforms, editing software — it’s easy to get lost. Analysis paralysis kicks in fast. I help podcasters. I've been doing it 20 years. Let me help. Dave Jackson schoolofpodcasting.com/join
What is Your Favorite Podcast and Why?
If you could only listen to one show, what would it be, where can we find it, and WHY is it your favorite show? Don't forget to tell us a little bit about your show and where we can find it. I need your answer by December 26th, 2025