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.

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).

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.

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%

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).

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.

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.

We had unprovoked audience feedback, this is unprovoked opportunities to appear on other podcasts, speaking gigs, or other media appearances.

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...

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...

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.

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.

• 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.

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).

Recently, I made a change at the School of Podcasting—I’ve retired the “unlimited...

We're diving into the oh-so-fun world of podcast listening habits today, folks. Some people think most listeners are "Full." So how many podcasts are we actually cramming into our ears each week? And let me tell you, the answers are as varied as the podcasts themselves. From folks who binge a couple of episodes while commuting to some who claim they listen to 30-plus shows, it’s a wild ride. So grab your headphones and settle in as we break down the absurdity of our listening obsessions and peek behind the curtain of our podcasting lives.

Takeaways:

• Podcasting might feel saturated, but there's always room for new shows and ideas.
• Listeners subscribe to many shows, but they often only tune into a select few episodes weekly.
• The average podcast listener seems to juggle multiple shows, depending on their daily activities.
• Even seasoned podcasters have varied listening habits that shift over time and circumstances.
• Finding a good podcast is like finding a needle in a haystack, but hey, it's worth the search!
• People are still engaging with podcasts, despite claims of saturation in the market.

Contributors:

• thepharmacistsvoice.com
• perrysburgpodcast.com
• backlookcinema.com
• askralph.com
• schoolofpodcasting.com
• stevestewart.me
• practicalprepping.info
• theruckersedge.com
• welcometoearthstories.com
• schoolofpodcasting.com/pocketcasts
• podcasteditorsacademy.com

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Mentioned in this episode:

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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

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Feeling overwhelmed by the world of podcasting? The School of Podcasting is your sanctuary of simplicity and support. We understand that navigating equipment choices, content planning, and audience growth can be daunting. That's why we've designed our courses to break down every aspect into manageable, clear steps, making it easy for you to focus on what truly...

I'm diving deep into the pros and cons of doing a live podcast, inspired by a question from Ralph over at askralph.com. If you’ve ever considered going live with your show—whether with video or audio—you’ll want to hear my honest take after years of experience.

I break down what it’s really like to start live streaming, especially if you’re new to podcasting or just thinking about expanding into video. From gear recommendations, background setups, and green screens to my latest waste-of-money purchase (ouch!), I share what works, what doesn’t, and what you should really consider before investing.

You’ll hear why consistency in scheduling is key and how I built a loyal live audience for Ask the Podcast Coach, which now feels like the new Saturday morning cartoons for my regulars. I talk candidly about realistic audience expectations—don’t be shocked when only a handful show up at first!—and why you shouldn’t start live if you're overwhelmed by tech.

I run through my favorite live streaming platforms, like Restream, eCamm Live, EVMux, and Streamyard, and why I personally steer clear of Riverside despite its flashy features. I talk camera options, from affordable 4K webcams to fancy DSLRs, and stress why you should practice, practice, practice before going live in front of folks.

You’ll also get my advice on handling live chat, co-host dynamics, the need for two monitors, and the occasional awkwardness of booting guests off gracefully. I share war stories about live mishaps, from surprise guests to technical gremlins, and why your audience is nearly always rooting for you.

If you’re weighing whether the extra expense, learning curve, and time spent prepping for live shows is worth it, I’ll walk you through how it’s brought me closer to my audience and generated great content for my main show. Spoiler: For me, the connection, fun, and instant feedback have made it worthwhile—even if those first few live shows felt like talking to a brick wall!

• Going live can totally change your podcast game, but it comes with a whole load of tech headaches.
• There are so many tools out there for live streaming, but honestly, they all have their quirks and bugs.
• You really need to be consistent with your live show schedule, or folks will forget about you faster than a sneeze in a windstorm.
• Interacting with your audience live can spark some killer ideas, so don't shy away from it!
• Don't overthink your video background; if they care more about your messy room than your words, that's a problem.
• Prepare like you're about to run a marathon, because going live isn't just 'turn it on and chat' - it's a whole production!

Neewer Keylight Kit

Obsbot Meet 4k Camera

Yolo 3 4K Camera

Logitech MX Brio Ultra HD 4K

Sony ZV-E10 II DSLR...

Welcome back! In this episode, I tackle this month’s big question: "How long did it take you to bring your podcast from an idea in your head to execution—and how long to find your audience?"

I share stories from guest contributors and reflect on my own process after launching nearly 40 different shows over the years. Todd the Gator kicks things off describing how his gaming show “Guardian Downcast” was born, with community members pulling him into hosting after another podcast called it quits. He recalls the whirlwind of learning what a podcast actually is, how to publish it, and how long it took their show to fully find its identity—hint: half their existence!

Steve Stewart joins in, sharing that his first podcast took a full year to go from idea to launch. Facing the usual fears and uncertainty, Steve found accountability and guidance with a coach, which made all the difference. He also talks about the slow climb to finding an audience and how connecting with similar podcasts really helped boost those early numbers.

Chris shares a personal journey that traces 20 years of tinkering before launching his current show “Cool Cars with Chris.” After plenty of experimenting and previous podcasts, he finally returned to his passion for cars and found a format that felt true to himself.

I reflect on my own timelines, explaining that those first launches tend to take much longer thanks to the steep learning curve. Once I got the hang of things, I could launch new shows in a day or even a weekend. That said, good planning is key. I break down a suggested six-week timeline for new podcasters—everything from concept and audience research to equipment, recording, editing, feedback, and hosting. Trust me, the more time you spend planning in the beginning, the less time you’ll be spending fixing things later.

We also dig into the importance of feedback. Whether you’re getting listeners’ reactions or setting up listening parties to watch how your core audience responds, feedback is what helps you refine and grow your show.

I wrap up with tips for making your podcast stand out, advice for building a website and collecting email addresses, and a reminder that your launch strategy matters as much as your content. Plus, a quick book recommendation for anyone working on their visuals—and a little movie review, just for fun!

If your podcast is "just for fun" then maybe you don't need to spend so much time thinking about how your show will be different. You do need to check and make sure someone else is not using your name.

Check out the Podcast Launch Checklist

At it's basic form, podcast marketing strategies start with knowing who your audience is (specifically) and going to where they are. Then make friends with them, and finally tell them about your show.

Steve Stewart - Podcast Editors Academy

Chris Smith - Cool Cars With Chris

Todd the Gator - Guardian Downcast / Fifty Years Experience Required

Links referenced in this episode:

• schoolofpodcasting.com
• guardiandowncast.com

In today's episode, we're going to pull back that curtain on podcasting best practices. And some of these conventions are grounded in logic and proven results, and others might just be myths that we're just blindly following. I explain why I think these are legit, and explain why some of these are not accurate. As always your audience may be different than mine, but based on 20 years in podcasting, these are the just some of the best practices I teach at the School of Podcasting.

1. Authors have rough drafts
2. Athletes have pre-season
3. Actors have dress rehearsal
4. When you publish the first thing you record, you are essentially publishing a "rough draft." Anytime you do something for the first time, it's not as good as the second.

1. It makes it easy to create content. If I'm making dinner for a bunch of vegans, I know what I can make and what I couldn't.
2. This makes it easier to market. Now instead of marketing to Vegans, Carnivore, or those who are Glucose Intolerant, etc.
3. You can also lump this in with the advice of "Know your audience."
4. What appears is a downside may be an upside: a smaller but more loyal audience.

1. Do you have a ton of free time?
2. Look at Netflix, when an episode is over it give you an option to skip the credits and go to the next episode. When you go to the next episode, it prompts you to skip the intro. This leads me to believe it is best to get to the content asap.

1. When a podcaster doesn't get the result they had hoped to receive, they quit (often before their 10th episode).
2. If you were hired by a company to earn more money, and then they paid you the same (or less) would you stay?

1. The previous best practice was "Get to know your audience." This is how you get to know them.
2. This can be on social, email, anyway you can interact with your audience you should do it.

1. You want it to be EASY to consume your content. You don't want the audience to strain to consume your content. Reverb or "room noise" can become a serious issue when the listener is in a car with the noise of the tires on the road. Think of it this way, smear vaseline on your glasses and try to watch something. You can do it, but it takes extra effort. We need it to be EASY
2. Even in videos, the key ingredient is not lighting but audio. If I can see you but can't hear you what's the point.
3. You don't need to spend thousands of dollars on equipment. You can get started with a Samson Q2U microphone. If you want to do video, you can get a pair of Rode Wireless Micro microphones and use your phone as a camera.

1. I always say, less planning equals more editing. This can lead to it taking longer to produce an episode
2. While you want it to feel conversational like a phone call with your best friend, it is a performance for a global audience.
3. Without focus, you again tend to ramble, repeat...