Right now, I'm averaging 1.8m downloads/mo on my podcasts.
Here's the plan to get to 5m/mo (swipe this!):
Here's the plan to get to 5m/mo (swipe this!):
1. Impression trades
2. Short-form video
3. Long-form video
4. Content remixing
5. High-profile guests
6. Stitching videos together
7. Ads
2. Short-form video
3. Long-form video
4. Content remixing
5. High-profile guests
6. Stitching videos together
7. Ads
1. Impression trades
Find a podcast that is around the same size as yours & offer an impression trade. We traded 500k impressions with a pod that was also getting a few million monthly downloads.
You could use a tool like Podsights to measure effectiveness.
Find a podcast that is around the same size as yours & offer an impression trade. We traded 500k impressions with a pod that was also getting a few million monthly downloads.
You could use a tool like Podsights to measure effectiveness.
We saw a 5% lift from this and plan to do more. If you're down to do an impression trade and you're getting 200k+ downloads/mo, we're open for business. 😉
2. Short-form video
Many influencers are going on podcast tours right now because it is compounding their growth. Short-form video is a big piece of it.
Imagine how many 1 min clips you can create from a 2-3 hr podcast interview? TONS.
Many influencers are going on podcast tours right now because it is compounding their growth. Short-form video is a big piece of it.
Imagine how many 1 min clips you can create from a 2-3 hr podcast interview? TONS.
When organic reach is strong on a social format, you go all-in on it. And if you're producing for YouTube Shorts, you're naturally producing for TikTok and IG Reels.
That brings us to the next part of the combo...
That brings us to the next part of the combo...
3. Long-form video
YouTube is going all-in on Shorts. If people see your Shorts, they'll see your longer form content.
And YouTube is even making a section dedicated to podcasts.
This ultimately means that podcasts now have discoverability.
YouTube is going all-in on Shorts. If people see your Shorts, they'll see your longer form content.
And YouTube is even making a section dedicated to podcasts.
This ultimately means that podcasts now have discoverability.
4. Content remixing
We have mostly talked about video repurposing so far, but what about hitting other social channels where organic reach is strong?
How about Twitter or LinkedIn?
This is where we have writers repurpose our content to fit each respective platform.
We have mostly talked about video repurposing so far, but what about hitting other social channels where organic reach is strong?
How about Twitter or LinkedIn?
This is where we have writers repurpose our content to fit each respective platform.
Because I release roughly 10-13 new podcasts weekly, there is an abundance of content that we can repurpose into tweetstorms or LinkedIn carousels.
I've seen months where LinkedIn or Twitter can get 6-7 figures in impressions. And that's with a half-hearted effort.
I've seen months where LinkedIn or Twitter can get 6-7 figures in impressions. And that's with a half-hearted effort.
5. High-profile guests
Because we already have decent reach with our pod, it should be a little easier to get high-profile guests. We're partnering up with @spotify to use their LA studios so we'll have nice A/V gear plus multiple scenes to choose from.
Because we already have decent reach with our pod, it should be a little easier to get high-profile guests. We're partnering up with @spotify to use their LA studios so we'll have nice A/V gear plus multiple scenes to choose from.
6. Stitching videos together
On the Marketing School podcast, our episodes are 4-5 minutes long. We might stitch themes together to make longer 15-20 min+ videos for YouTube.
Why? Because YouTube puts heavy weight on average view duration (AVD).
On the Marketing School podcast, our episodes are 4-5 minutes long. We might stitch themes together to make longer 15-20 min+ videos for YouTube.
Why? Because YouTube puts heavy weight on average view duration (AVD).
It's important to understand the game that you're playing on each platform. The rules of engagement and conditions of victory vary so it's important to spend time studying them upfront.
They're simple, not easy.
Most people wing it and that's why they get avg results.
They're simple, not easy.
Most people wing it and that's why they get avg results.
7. Ads
Down the road, we'll explore doing ads again. This means potentially buying ads on other podcasts, Overcast, Spotify, etc.
Down the road, we'll explore doing ads again. This means potentially buying ads on other podcasts, Overcast, Spotify, etc.
Bonus. Future state
We will have a Substack to keep our audience engaged and eventually have an online community platform for people to stay in touch.
I've been podcasting for almost 10 years and can't wait to take it to the next level.
We will have a Substack to keep our audience engaged and eventually have an online community platform for people to stay in touch.
I've been podcasting for almost 10 years and can't wait to take it to the next level.
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I hope you've found this thread helpful.
Follow me @ericosiu for more on marketing & business.
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Follow me @ericosiu for more on marketing & business.
Like/Retweet the first tweet below if you can:
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