Today's podcast landscape is busy. So is it still possible to grow a really big podcast? Yes, but you can't rely on just good content and luck. You have to address these five realities. (And get a little lucky.)
What does it take to have a really, really big podcast in 2022? It'll take more than just making great content. It'll take more than satisfying your audience. If you're not content to let your show grow over time, you have to do more.
Sorry, there isn't an easy-to-follow recipe to creating a really, really big podcast. If there was, everyone would follow it. But I can, perhaps, help you out with the mindset it takes to have a really, really big podcast today.
Realize That Reality Trumps A BHAG
If your goal is to have the number one podcast in your category, knocking the current leader out of their position, or to just the top 10 list, do you know what it takes to get on that list? Do you know what the shows that are already on the list have done to get there?
Maybe you've set a goal of 100,000 downloads per episode so you can monetize seriously. Cool. Do you have the first idea of what you need to do to make that happen? How did other shows do it? Are you banking on luck to get you there?
Become Undeniably Unique
If you want to have a really big podcast that defines the category, it needs to be demonstrably different. You can't sit back and rely on guests or other contributors to do the heavy lifting. You have to put in the work.
And it doesn't stop with episodes. You have to ensure your undeniable uniqueness carries through to all aspects of your show: your website, your social media shares, heck even the emails you send. If that means changing how you communicate on other channels... well, that's a price to pay for having a really big podcast.
Your Angle Is More Important Than Your Topic
Why should anyone listen to what you have to say on a topic? Especially if it's a topic that already is well covered, as most topics already are. To break out, you have to develop and pursue an angle that clearly demonstrates why you and your podcast are worthy of being called the authoritative voice.
This Is Going To Cost Money So Make Sure It's Worth It
Having a really big podcast today almost certainly means putting a sizeable marketing budget behind it. And by sizeable, I may mean jaw-dropping amounts of money on each of those. What's the payoff? Before you drop $10–15K per episode to engage a top-notch production firm or spend $50,000 per month on a promotional plan, you must have clear measurement systems in place that aren't based on hope.
5. Keep Your Eye On The Prize
If you're investing seriously to get a really big podcast for yourself you need to ensure that your time and money are both well spent. If you're not seeing results quickly enough, or you're not seeing any at all, then prepare to make adjustments. Just because you put it in your plan doesn't mean it's going to work. In fact, many of the tactics and strategies you put in place won't work. So you'll have to adapt constantly.
That's what think it takes to have a big podcast in 2022. A very different list of things than what it took five years ago, I'm sure you'll agree. And it's completely disassociated from any advice that you might've received 15 years ago back when just keep plugging along was all you had to do to have a really good shot at making a big podcast.
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