How (And Why) I'm Building A Top 1% Podcast
For the past six months, I've been researching, strategizing, and game planning a campaign to grow The Copyblogger Podcast.
This week, I will break down everything I plan to do, why I will do it, and what I hope to achieve.
Let's get started.
Turning Copyblogger Into A Media Network
First, you need to understand that this is bigger than a podcast. This is a process and part of a bigger objective.
When I bought Copyblogger, my first priority was to clean up the business and start generating leads to Digital Commerce. Using Copyblogger as a lead gen source to close clients was a straightforward path to revenue and something I knew I could execute on.
We built the business to over $1,000,000 in ARR within a year. Once I was able to generate that initial revenue, I was able to expand.
I started building out other revenue streams. For example ...
the newsletter
the seven figure mastermind program
and I started working on the podcast
Copyblogger is now more than a blog, it is a media network. All of my social media profiles create newsletter subscribers and podcasts listeners, and those channels promote the products and services.
It seems obvious, but until you actually build a network of distribution channels, it's difficult to truly see how they all interact with each other and build each other up.
It's "a rising tide carries all ships" sort of concept.
The System
I think of my media network in three tiers. Those tiers are ...
promotion
distribution
monetization
The top level tier is called promotion. It is rented land. It was the equivalent of me walking around the neighborhood, knocking on doors and leaving flyers in the windshield wipers of cars in the parking lot. Simply put, the promotional tier is my social media. For me, that means ...
Twitter (X)
LinkedIn
Instagram
YouTube / Shorts
The promotional tiers feed the distribution tiers. Distribution is the part of the network I control and have ownership of. I've used the flyers to get people into the storefront. This includes ...
the newsletter
the podcast
the blog
Now that I have potential customers in my store, I can control the relationship and works towards selling my products. Now, we are in the third tier, which is the monetization tier. This includes ...
Sponsorships
Copyblogger Academy
Digital Commerce
This is where I make the cash money.
Focusing On The Distribution Channels
My newsletter for Copyblogger has been extremally lucrative. It's truly made the realize the power of newsletters, so much so that I am starting another one which I wrote about last week.
It's also made me realize how powerful a podcast can be. Although my podcast is still relatively small, it's already generating huge returns.
I have the system for the newsletter humming along nicely. Now, it's time that I apply the same growth mindset to the podcast. Imagine how much distribution I can generate (and money I can make) once I 10X my podcast.
So, finally, after this long explanation and introduction, let's get to how I plan to do this.
Step # 1 - Up My Production Value
I give the production of my podcast a 6 out of 10.
The truth is, I'm intimidated by all the gear. I bought an expensive mic and a mixer and all these chords that are supposed to make my audio sound good, but I still don't think the quality is as good as it can be.
I have no idea what any of this equipment does. I need to get in the weeds and figure it out.
So, the first step I must take is simply to focus on the quality of the show. This means ...
Fix my sound issues
Buy a better HD camera
Record a better introduction
Edit better transitions
Record better ad reads
This is reality. If I want to generate 100,000 downloads a month, then the least I can do is take it seriously enough to produce the highest quality podcast possible.
Step # 2 - YouTube Growth
Jay Clouse has inspired me. He's been documenting his YouTube growth and he has convinced me that more and more people are seeing video podcasts as television shows.
https://twitter.com/jayclouse/status/1716614837730439429
It made me think and start to observe my own behavior, and I realized something. On Sunday's my wife takes the kiddos to a spiritual center she attends. During those two hours, I almost always sit down and watch a podcast on YouTube. Usually, I rotate between the All In Podcast, The Rich Roll Podcast, Or Prof G.
Podcasts have elevated themselves into a form of entertainment in which people expect and appreciate a more interactive experience. People love to watch long form podcasts on YouTube.
I need to start thinking of my podcast as video first and audio second.
Step # 3 - Get Serious About My Guests And Outreach
When I need to book a guest, I basically scroll through Twitter and find people that I find semi interesting. Then I send them a DM and ask if they want to come on the show.
That's it.
This is logistical more than it is growth oriented, but in reality, the most important thing I can do for my listeners is find guests that can serve them. That's why you tune into the show in the first place.
I realized how little I was appreciating the importance of this when my friend Darren and I were talking.
Darren's show is a little bigger than mine, yet he's able to book guests that have massive relevance in the public discourse. This helps him grow his show because all his guests are timely.
Now, I want to have a forward facing podcast. As much as I respect and admire Jay Shetty, I have no desire to become a modern day Oprah. I still want to book guests that I find interesting and that I would enjoy a conversation with. I'm not out to help people promote their books. Rather, I'm out to serve my audience.
I can do both with better organization. I can book higher profile guests that still serve my audience.
Step # 4 - Publish More
When in doubt, increase the volume.
I have published an episode every week for more than 2 years. I am confident in my cadence. But I want to do more.
I've been inspired by Scott Galloway, and his show Prof G Markets.
The concept is simple. Every Monday, he and a co-host do a weekly recap of the private and public markets and give commentary. I love how the podcast swaps between having guests and not, and it's my favorite segment of the show.
Each week, my producer and I will go over the week's most relevant news stories in marketing, SEO, social media, and more. Then we will give our insights and help the listeners use the information to improve their own lives and businesses.
Step # 5 - Continue For Years
If there is one certainty in business and media, it's that everything takes twice as long as you think it will.
I'm used to this and I have built the emotional fortitude as such that I don't mind sticking it out for years. However, this is especially true in the podcasting space, because the nature of podcasts make it so that you are building a relationship with your listeners. Meaningful relationships take time.
The sound of your voice is more evocative than writing your words on a page. Also, its harder to build a loyal audience to a podcast because it takes about 30 minutes to consume a typical podcast, whereas someone can consume your writing or your newsletter within a few minutes.
I'm gearing up for the long haul. I'm ready.