Matt Levine talks to Paul Colligan, author of the #1 Top Selling "How To Podcast" and CEO of The Podcast Partnership – where he helps people monetize their audience through podcasting.
They discuss the evolution of podcasting, ways to make a living from your podcast, and how to give your audience value in exchange for their attention.
- Guest Paul Colligan shares his podcasting journey from the year 2000--and how his company, Podcast Partnership, partners with people to help get their podcast out the door.
- Paul starts the conversation by describing where we’re at in the podcasting lifecycle and whether it’s too late to start a podcast.
- He believes that although there's a bit of confusion about what podcasting really is, there's still a lot more money in it.
- Paul and Matt cover how AI is changing the podcasting landscape.
- According to Paul, AI is here to stay, and although podcasts will not be replaced with AI podcasts, they will be replaced with podcasts that use AI.
- For Paul, a podcast is a transaction--you trade value for attention. You give somebody value in exchange for their attention.
- Paul explains how different types of podcasts make money--and the numerous ways you can make money from your podcast.
- Paul and Matt break down the attention war and how other podcasters, Netflix, political parties, media outlets, social media sites, companies, and individuals want a share of your audiences’ attention.
- To be successful in podcasting, all you have to do is to be better than drive time radio.
- When solving a problem, people want the most convenient solution in the market. It doesn’t matter if you’re better, cheaper, or just average. You will get customers if you’re convenient.
- Paul explains why discoverability is crucial for podcasting success. Your podcast needs to be discoverable so that you can be found by the people who are actually looking for you.
- Paul and Matt talk about the main objective of podcasting and why the primary goal of all podcasts should be getting customers, not getting crazy numbers like Joe Rogan.
- Paul explains the difference between downloads and consumption.
- According to Matt, it’s unfortunate that most marketing spend in the world today is on stuff that can't be tracked.
- Paul shares his thoughts on podcast trackability and the only metrics that matter for podcasting success.
- Paul talks about where the podcast landscape is right now, where it will be in the next seven years, and how to win in the future of podcasting.
- Matt shares what the audience can expect from season two of the podcast--and the type of guests he’s looking for.
Mentioned in This Episode:
Paul Colligan on X
How To Podcast Volume 4.0 by Paul Colligan
Podcast Strategies: How to Podcast - 21 Questions Answered by Paul Colligan
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