MIDROLL UNCOVERS THE SURPRISING SECRETS OF SUCCESSFUL PODCASTERS THE SURPRISING SECRETS OF SUCCESSFUL PODCASTERS Table of Contents We love podcasting! And, since you’re reading Keys to a Successful Start . 3 Format . 3 this whitepaper, we suspect Critique/Revise . 5 Fill The Pipeline . 5 you do, too. Time is Relative . 6 Production . 7 Adding Guests . 7 At Midroll, we’re lucky because we get to spend our Promotion & time focused on podcasting, working with some of the Growing Audience . 9 most talented and successful podcasters around . Also, Guests and Promotion . 10 many of the top hosts, producers and entrepreneurs in Being Social . 10 Your Website . 11 the business — like Aisha Tyler, WTF producer Brendan SEO and Discoverability . 11 McDonald and Neil deGrasse Tyson — have appeared Making the Rounds . 12 on our show, The Wolf Den, (about the business of iTunes . 13 Stitcher . 13 podcasting), sharing their experiences and insights . TuneIn . 13 That’s allowed us to learn and assemble some effective Monetizing Your Show . 15 Downloads, Demographics best practices and advice from some of the most & Advertisers . 16 successful podcasters in the industry to help launch Agencies or DIY . 17 your show and take it to the next level . Going Exclusive . 17 Setting Your Rates . 18 Choosing Advertisers . 19 Effective Ad Reads . 20 The Most Unusual, Secret Tips . 22 THE SURPRISING SECRETS OF SUCCESSFUL PODCASTERS Paul Scheer, host of How Did This Get Made? If there is one thing we’ve learned that when planning the network Keys to a over the course of starting two the most important factor was Successful podcast networks, it’s that the “passionate hosts ”. most crucial ingredient in a Start successful podcast is passion. With few exceptions, “You’re The best hosts have a real love not going to have a hit right for and dedication to what out of the gate ”. On the same they’re doing and sharing— episode, Midroll Media’s Podcast and that comes across on the Developer Matt Gourley added, microphone and draws listeners “you should do it for the love of in . That same passion also helps the game ”. with keeping focus while building your audience . So, what topics FORMAT are YOU passionate about? What is a format? It’s a repeatable template that you Paul Scheer is the host of use to organize each episode . Earwolf’s How Did This Get Made Your format should include basic and the curator of Earwolf’s elements, like the introduction sister network, Wolfpop, all about and closer . The most significant popular culture . On episode #66 aspect of your format is based 3 Launch of The Wolf Den Scheer said on the kind of show you’re doing . Is there primarily discussion turned it into a book with the Poehler’s epic freestyle skills have between regular hosts? Do you same title, in which she shares made her guest turns at the mic have guest interviews? Perhaps her own self-inflicted wounds . the stuff of viral internet legend . you might include recurring segments where you deal with Similarly, Josh Horowitz’s Happy “We were really just trying certain topics or questions . Sad Confused is never over until everything,” said producer he asks celebrity guests like Brendan McDonald about WTF THE As you can see, putting together SURPRISING your format is one of the first SECRETS OF decisions you’ll make, next to SUCCESSFUL picking your topic and hosts . PODCASTERS You can develop a Before joining Midroll Media as Senior Producer, Gretta Cohn worked on shows like format, you can’t Freakonomics Radio . “Structure is incredibly important,” she advises . “Even with the most develop a personality improvised or loose format, a listener wants to be taken care of, and someone who so let your listener know what is coming . Show them that you’re there as a guide . Let them know engages you. what to expect, and they’ll stick with you ”. Another thought to consider is that including recurring segments gives listeners something to look forward to each episode . Segments break up the overall Woody Allen or Lisa Kudrow to with Marc Maron when it began show to keep listeners tuning in pick a random question out of his in 2009 . As he described on and make sure they don’t tune out . famous Indiana Jones hat . This episode 55 of The Wolf Den, brings a fun, game-like element he and Maron aimed to, “set a On her Girl on Guy podcast, to the interview . certain amount of time for Marc Aisha Tyler has a segment called to tell some stories, and let’s “Self-Inflicted Wounds,” where On Comedy Bang Bang, guests set a certain amount of time for she asks guests to share a story are always confronted with guests to come in… and let’s set about a time when they were unexpected characters and a certainly amount of time for their own worst enemy . The situations . But they also know funny things we want to do ”. segment helps expose a different they will have to compete in side of guests and means Girl games like “Would You Rather?” So they recorded a “wealth of on Guy listeners hear something and the “Freestyle Rap Battle” stuff,” and then McDonald sat exclusive to the show . In fact, the that help anchor the show . down to put it all together into 4 Launch segment is so popular that Tyler Actress and comedian Amy three or four episodes, all based around a similar structure of, Instead, take a cue from the Next, take that feedback and “monologue, interview, third act television development process, use it to create another episode . surprise ”. But they also wanted to and create a pilot episode to Perhaps you only need to re-edit feel like they could “play around see how things go . For instance, the first pilot, or add some fresh with the freedom of the format pilot episodes were created for content . Maybe it makes sense to and of the medium . That’s kind of the nine new shows that debuted do it over . Then get some more the birth of it ”. with the Wolfpop network, which feedback . THE ensured that listeners were SURPRISING Don’t fret if you don’t have any introduced to the network with FILL THE PIPELINE SECRETS OF segment ideas right away . Most polished podcasts with many One of the biggest first-time SUCCESSFUL great shows evolve over time, rough edges sanded off . podcaster mistakes is to launch PODCASTERS and many segments grow out with one great episode, and then of spontaneous moments that Recording a pilot is as simple as go AWOL . This often happens just “click ”. creating your first episode . Then, because so much effort and instead of releasing it, listen to planning goes into that first show, That said, Matt Gourley offers it critically and take notes about but without a plan for how to do some sage advice: “You can what works and what needs it every time . develop a format, you can’t work . Share it with friends, family, develop a personality and and especially with people you This is so important because someone who engages you ”. trust to give honest and critical there is simply no easier way to feedback . Ask questions like: lose an audience than failing to CRITIQUE/REVISE How well does the show keep deliver them new podcasts . Just like it’s a good idea not to your attention? Does this give put all your eggs in one basket, you a reason to listen to another Breaking the sophomore slump is it can be a good idea not to just episode? Would you listen to this also simple: get a few episodes in record a first episode and then if you didn’t know me? the can before you even release just release it into the world . the first one . Then there’s no John Lee Dumas, host of Entrepreneur on Fire 5 Launch doubt about when episodes the now . A listener will monthly . Then release at the number two and three are going experience your podcast right same time, each time . to drop . now . You may be recording your episode a week in advance or a John Lee Dumas produces the When writer and entrepreneur month in advance . But consider daily Entrepreneur on Fire, which Tim Ferriss launched his podcast everything you do in the moment was awarded best business it was a success out of the gate . as an experience that someone is podcast by iTunes in its first year . THE On Episode 64 of The Wolf Den having with you, right now.” He agrees that consistency is key . SURPRISING he explained that, “I recorded a “This is where 99% of podcasters SECRETS OF bunch in advance, and I launched In the same vein, having a fail,” he says . SUCCESSFUL with two ”. consistent release day and time PODCASTERS helps listeners feel like you’re You want to have listeners who are TIME IS RELATIVE reliable and that they are a excitedly anticipating your next As you produce these first priority . Pick a release schedule show . Don’t disappoint them . episodes, keep in mind this based upon what you can advice from Gretta Cohn: realistically plan to do, whether “Always be active, and in it’s daily, weekly, biweekly or 6 Launch THE SURPRISING SECRETS OF SUCCESSFUL PODCASTERS Although you will put a lot ADDING GUESTS Production of work and effort into your One simple way to keep a podcast podcast, that aspect shouldn’t fresh and lively is to have guests . be obvious to your listeners . Go It’s also a great way to grow your easy on using lots of flashy audio audience, as well as learn a thing tricks like bumpers, liners and or two along the way .