Podcasting for Business Growth: How I Built a 7-Figure Business While Staying True to Myself Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. Sometimes people start podcasts out of curiosity, the need to flex a creative muscle, or the drive to tell their story. But what happens after that initial experiment can be powerful: podcasting can create transformative business growth and consistent profit. When people refer to podcasts as a ‘hobby’, they’re missing so much about what they can do for the entrepreneur, creative, side-hustler, storyteller, and ideator. In fact, podcasts generated over $2 billion in ad revenue in 2023 alone. The power of podcasting is certainly not lost on me. What started with a nudge and a microphone from my older brother became an outlet for me during a very lonely season of entrepreneurship. It has also turned into the #1 thing I’m known for, The Goal Digger Podcast. I pressed that ‘record’ button from the front seat of my car in my garage (so no one could hear the dogs barking in the house) and published my first few episodes. I felt like I was throwing a silly idea into the ether and hoping at least one person would listen to it. I didn’t even consider the ways it would help grow and support my business. 110+ million downloads over 800+ episodes later, I’ve witnessed just what consistent podcasting can really do. Let’s...

3 Challenges Brands Face with Podcast Marketing & How to Navigate Them According to our 2022 Marketing Trends Survey report, 34% of marketers plan to stop leveraging podcasts or other audio content in 2022. It’s likely because of the major roadblocks that marketers still face in the podcast marketing space. Two podcast experts weigh in on the biggest challenges and strategies to tackle them. Organic Discoverability Currently, there are two main ways to discover podcasts: Search through top-ranking podcasts in various genres or get recommendations based on what you’re already listening to. This makes it very hard for lesser-known shows to get discovered organically. “It's really hard for podcasters who are creating amazing content and are great creators to figure out ways to get in front of their audience,” says Alanah Joseph, head of creator partnerships on the HubSpot Podcast team. At HubSpot, Joseph says our podcast network addresses this by leaning into our cross-promotion strategy – this means placing ads across various shows across our network while ensuring audience alignment. “Instead of going out and trying to find new audiences, we are leveraging the audiences that we already have and sharing those audiences in a way that helps boost discoverability for the podcasts,” she says. “And then, also because we have a community, we can leverage that ad inventory.” However, not every brand can go this route. Businesses with access to a large ad budget opt for paid advertising, as that ensures you will gain more exposure...

Audio is Popular Among Gen Z: Are Audio Chats Worth It for Marketers? A 2022 study by Spotify found that 80% of Gen Z consumers enjoy audio content because it allows them to express their individuality and "explore different sides of their personalities." Though Spotify didn't clarify what it meant by audio content, such as podcasts or audio chats, it's no secret that audio chatrooms have become increasingly popular over the years. Audio chatrooms like Twitter Spaces and Clubhouse saw a surge in popularity at the start of the pandemic, when most people were stuck at home and looking for ways to connect with others. While outdoor events have resumed and many people are back in the office, I still can't log into Twitter without seeing a Twitter space of at least 200 people at the top of my feed. With that said, are content like audio chat rooms worth it for marketers? If you're trying to capture the attention of Gen Z, here's what you need to know: The Pros and Cons of Audio Chatrooms like Clubhouse and Twitter Spaces Audio chatrooms have become popular in recent years, however, there are still pros and cons to consider before deciding to leverage platforms like Twitter Spaces and Clubhouse in your marketing campaign. Pros of Audio Chatrooms In our 2022 survey, we spoke to Gen Z consumers about their social media habits. During the survey we found that 43% of Gen Zers discover new products most often via platforms...

The Ultimate Guide to Starting A Podcast Want to launch your own podcast (or a podcast for your company) but don’t know where to start? I’ve got you – starting a podcast is simpler than it seems. I was an avid podcast listener for years before deciding to start my own show in 2018. I took my podcast from idea to launch in 10 days with no audio experience — and if I can do it, you can too. In fact, starting a podcast is easier than ever as the medium has increased in popularity and profitability. Podcasting is a fast-growing medium with 62% of people aged 12 and over listening. Having a podcast is a great way to get in front of your audience to build connections, and grow your business. Here’s the ultimate checklist to help you start a successful podcast. 1. Determine your niche. First, you’ll want to decide which genre your podcast falls under. This is important so platforms like Apple Podcasts and Spotify can properly categorize your podcast, and it helps those who are interested in the topics you’re covering find your show. According to Edison Research, the top 10 podcast genres with the most weekly listeners in 2022 are: Comedy News Society & Culture True Crime Sports TV & Film Business Arts Religion & Spirituality Education Determine which...

How to Grow Your Podcast Podcasts have become increasingly popular over the years for a variety of reasons. As more people work from home, listening to podcasts helps them feel like they're a part of a discussion among friends. Podcasts are also easily accessible and can be listened to anywhere, whether you're on a long commute or a quick jog. As podcasts become more relevant, more seem to be published every day — so if you're interested in starting one, you're probably wondering how to grow your podcast audience and stand out above the rest. Fortunately, there are many simple steps you can take to expand your podcast's reach. From leveraging email marketing to networking with other podcasters, growing your podcast doesn't have to be a challenge. Let's explore several different tasks you can do to find your audience. Submit your content to every podcast app and directory. Have a target audience. Add video to your podcast. Be active on social media. Network within the podcast community. Share older podcast episodes. Create a podcast trailer. Host a contest or giveaway. Set up and organize a website. Leverage email marketing. Invite guests. Become a guest yourself. Invest money in ads. Use podcast SEO. Build a marketing workflow. Include a Call-to-Action. How to Grow Your Podcast Audience in 16 Steps Whether you're a new podcaster...

10 Ways to Monetize a Podcast (+ Examples) 82% of marketers planned to continue investing the same amount or increase their investments in podcasts and other audio content for 2022. This means that all marketers, from those just getting started to those with established shows, are likely looking for ways to monetize their content. In this post, we’ll cover 10 strategies that will help you monetize your podcasts and achieve high ROI. How to Monetize a Podcast 1. Find sponsorship deals. Finding sponsorship deals involves finding brands or businesses that want to take advantage of your listenership and giving them space and time to run an ad on your show. Costs depend on the advertiser and your show statistics, but the average cost is $10 to $50 CPM (cost per thousand impressions), and higher prices go to shows with higher listenership. Dax Shepherd, the host of Armchair Expert, uses this strategy and features ads from sponsors in his show. Some ads are host-read, meaning Shepherd reads them himself, and others are advertiser made. The podcast snippet below is an ad from a recent episode.   You can also sell advertising space to other podcasts. 2. Become a sponsor for another podcast. Becoming a sponsor for another show is the same as finding sponsorship deals, except you’re promoting another show rather than a brand or business. You can record these promotions yourself, or the podcast can submit its own pre-recorded ad. 3....

Best 12 Finance Podcasts To Get Your Money Right in 2022 If you're looking for some great finance podcasts to listen to in 2022, you've come to the right place. In this article, we will share with you a list of the best finance podcasts available. Whether you're just getting started in your financial journey or you're looking for some new tips and tricks, these podcasts will help you out. Best for Learning About The Economy: Planet Money NPR’s Planet Money describes itself as a show where listeners can learn about the economy from a friend – at a bar. While the economy may seem like a boring topic to many, Planet Money makes it interesting by doing deep dives on who it impacts and how – everything from inflation to fast food delivery to crypto and city building. What’s more, the show takes a global approach, tackling all countries and the economic issues they face. Although this isn’t the show to teach you how to manage your 401K, you will learn how a lot about where the economy is and where it’s headed – which is valuable knowledge for long-term investments. Standout episodes: Buy Now, Pay Dearly No Such Thing as a Free Return Of Oligarchs, Oil, and Rubles Best for Beginners: Brown Ambition If you are new to the financial literacy game, you’ve probably heard of The Budgenista. She is a well-known finance educator and author with a large social media following...

How to Start a Podcast on Spotify for Free If you're reading this, you've likely found a topic you could talk about for hours — and now you're ready to launch a podcast. The good news: Spotify is becoming a go-to destination for podcasts. In 2021, Spotify listeners spent 78% more time listening to podcasts than the year before. Even better news: it's relatively easy to start a podcast on Spotify — no fancy equipment or advanced skills required. Here, we'll cover everything you need to know about podcasting on Spotify, and how to upload your next episode to the platform. How to Meet Spotify's Podcast Requirements The first step to starting a podcast on Spotify is making sure you meet its podcast requirements. Here's a quick rundown. Your podcast should have: A title along with relevant details (i.e., category and primary language). Cover art in a 1:1 ratio and PNG, JPEG, or TIFF format. The higher the resolution, the better. A high bitrate MP3 format (128 kbps+) or MP4 with AAC-LC. Episodes that do not exceed 12 hours. Once you meet the conditions in this checklist, you're officially ready to upload your podcast to Spotify. Check out the steps below. 1. Create a Spotify account. Unsurprisingly, you'll need a Spotify account to upload your podcast to the platform. If you're new to Spotify, use this form to sign up. 2. Choose a podcast hosting platform. Despite being a hot spot for...

Podcast Equipment You Need to Take Your Show from Good to Great in 2022 Want to start podcasting, but feel intimidated by the podcast equipment you’ll need? Don’t be! Professional-sounding podcast equipment is more accessible than ever.  With 26% of adults listening to podcasts weekly, the production quality of your show is important. In order to build a successful podcast, you need the right tools and services at your disposal. Let's review the top podcast tools and services to make your production more efficient and professional. Below, we'll break down the tools and services into four categories: podcast recording equipment, podcast recording software, podcast editing software, and podcast hosting sites. Podcast Equipment To take your podcast show from good to great this year, you need to have the right equipment. 1. USB or XLR Microphone The first thing you need to record your podcast is a microphone. The two most popular options are USB microphones and XLR microphones.  USB microphones can connect directly to your computer via a USB cable. They are easy to use and require minimal setup.  If you’re looking to have a bit more control over your audio, you can opt for an XLR microphone and cable for higher sound quality. A popular podcasting microphone that allows for both USB and XLR connection is the Audiotechnica ATR2100 microphone. The RODE PodMic is a cost-effective XLR microphone that gives studio-quality sound. 2. Audio Interface For those...

Podcast Advertising: 5 Experts Reveal Their Secrets Are you one of the 7.8 million Americans who commute to work every day? If so, I'm guessing you've listened to a podcast or two. You're not alone. According to Infinite Dial, U.S. podcast audiences listen to an average of four to five podcasts per week. The podcasting industry continues to grow YoY. In fact, Infinite Dial reports that, in 2021, 7 million more people were listening to podcasts than in 2020 alone. That's why it's important to consider podcast advertising for your brand. Here, you'll learn everything you need to know about podcast advertising — from top podcast advertising strategies to advertising rates and networks. Podcast Expert Advertising Strategies Before you get started with podcast advertising, consider this advice from the experts. Use podcasting for brand awareness, not lead generation. Rebekah Bek: As a UX writer for Ahrefs, Bek was put in charge of podcast sponsorships. She writes her advice for podcast advertising strategies in this Medium post. Here are the key takeaways: Rather than being a tool for lead generation, podcast advertising is a tool for gaining exposure and brand awareness. It's not always about measurable ROI. Organic, not scripted, mentions perform best. Understand your audience may have eclectic tastes. Midroll: Midroll, a company that matches advertisers with shows , gives their advice to advertisers. Here is the key takeaway: It's wise not to adhere too strictly to a category. Don't assume...