Terms

Prior to establishing Big IP, a content studio that runs podcasts as well as YouTube channels like The John Campea Show, Pop Apologists and Kempire, Scott Porch was an attorney and journalist. "The primary thing that I wrote about when I was a full-time reporter was TV and film. I wrote in The New York Times and Fast Company as well as Wired and Decider and some other publications," He begins.

One of the subjects he explored was how podcasting and YouTube media were gaining traction with regard to television and film. He wrote a piece on Game of Thrones recappers for the New York Times and spent immersing himself in research on this topic and meeting professionals working in the field before choosing to develop programs for Starburns Audio in 2019. "I went out by myself and grown from a handful of podcasts and YouTube channels that grew to 14, or 15 channels" the actor says.

Scott believes that two elements are essential to a successful podcast: the creative component and the reach of your audience. "There's the interaction between the two," he says. "It's difficult to grow the reach of a podcast that is not well-known. Excellent, but it's a challenge to find a quality podcast and maintain it for an extended period in time."

Scott believes that you must find a balance between the two components. "You must create things that people would like to hear, and then you need the ability to go into the crowd to convince them to hear it first." Scott believes in this, and like Scott talked about the topic in conversation with Brian Morrissey when he made a guest appearance in The Rebooting Podcast, often it's the business aspect of the podcast or marketing of the business.

Milestones

The host's popularity is also dependent on how big the show is and is increasingly important for launches. The most famous podcasts like The Movie Podcast and How Did This Get Made have existed for some time and the hosts are well-known due to their program However, there's plenty of talk. "It's getting difficult to get through the clutter. The answer is dependent on the person," says Scott. "If Taylor Swift started a podcast tomorrow, she could profit from it on the first day. If I launched a podcast tomorrow then it would be a totally distinct dialogue."

It's contingent on various level of listening. "At 50k downloads per episode, there's more selection of monetization ads for host-read firms that require an initial commitment to the show which can earn a specific amount of money. However, even with several thousand, 5,000 or 10,000 downloads per episode, there is a possibility to earn money in small increments via membership and programmatic revenue" the author explains.

Pop Apologists, one show that Scott is a part of has more than two thousand members who've paid for Patreon and iTunes Podcast subscriptions. The show has been able to increase this membership through keeping it going over several months, and have been consistent in releasing one episode a week to members and one episode a week that's for members. Scott declares that, more importantly, those episodes have identical features. "If you love one of these episodes it's likely that you'll also enjoy the second one."

The first step to join a club

To join, specifically how should you start? "A majority of programs that originate from YouTube are aware of the YouTube membership program. There is an awareness of the program, however the majority of them aren't taking that action because it's a matter on their list they didn't get to yet, or aren't sure how they'd want to go through it." Scott says.

The creator may be producing too many episodes that they're not sure if they are able to make more episodes for a premium platform and or if they are able make enough profit as well as if the premium platform has the potential be able to outweigh the free platform.

"A large portion of that is an issue of doubt, or an area that they've been unable to reach and need direction," Scott says. "They have to be told you can make money if want to go and go after it. If you're in the process of starting a company there are a lot of hats, and you have lots of things to complete. It's likely that you'll need help from staff members and, at minimum, tools and services to help build your business," he continues.

If so what are you going to do when choosing the right tools and services that will assist you with running your own company, specifically for joining? "A number of factors seem to have been pretty consistent in the market over the last couple of decades," starts Scott. "Number one: those who listen to podcasts or look at YouTube videos develop an emotional connection with the creators. They're prepared to compensate creators through generating regular revenue - for example, $4 per month or $6,000 per month possibly $10 or more every month. It's not due to the desire for something more from the creator, but rather due to the desire to assist the creator as an actual profession, not an extra part-time hustle."

Another pattern Scott observed is that users are more likely to have a platform-specific preference. "When The Pop Apologists first began discussing Apple Podcasts subscriptions the firm was already doing very well on Patreon. One of the worries they had regarding Apple Podcasts was the possibility that it would take away Patreon"We may have to shut down the service in the event of a huge loss from Patreon to Apple but that's not exactly what transpired. The reality was that Patreon is continuing to increase in size and the number of subscribers to Apple Podcasts has been growing each month since it was launched."

Scott has witnessed this on various other shows and discovered this issue from various individuals. "If users are using iTunes, then they could be listening to 4 or 6, 10 podcasts, however it's the place to listen to the podcasts. They're not using Patreon nor YouTube. If you put your content before viewers through Apple the users will be able to subscribe to the content."

Direct connection with your viewers

Scott believes that it is important for creators to be able to maintain an ongoing relationship with their customers via podcasts, and has pointed to a company named Luminary as an instance of cautiousness. "It was similar to Netflix which was licensing several creators to produce podcasts. The user would sign up on the platform and then pay."

Scott recalls that Luminary didn't succeed because people do not want an intermediary. "Consumers should be aware that they're supporting the show directly and that their $7 a month or $50 per year is going to that individual creator, not Luminary or Netflix or any other. The direct link is to creators, too. It makes good economic and business sense to launch Pop Apologists on Apple Podcasts in order to reach this audience, however Scott and his team don't know who those subscribers are. "We do not know the email addresses of those subscribers. There aren't forums available on Zoom each month, for those individuals. There's no way to notify the listeners that we'll appear in a different podcast, or to inform them of the day we'll host an live broadcast. We have no information about the people mentioned," he explains.

Scott thinks that if you want to earn money it is best to select a platform that you can be in direct contact with. "If your growth is only incremental, it might be time to get started with using the Apple Podcasts service, or Spotify subscriptions. However, I'd rather know the details of that individual instead of having them sort of out there" Scott says.

Focus on the coming future

Podcasters who just started to get their feet wet, Scott offers advice about how to prepare for the future: "Don't get insular with your listeners. The show you create should be planned to be a success with the first 1,000 subscribers and not just the first 1000. Everyday, a new person listens to your show, but isn't aware of the structure of your show."

Scott advises you to concentrate on the beginning 30-seconds of your show. Scott says: "Are you introducing yourself to someone who is a new listener? Are you saying "This is the most popular table but you're not a fan of our jokes, but you may prefer to explore other things since we've got the group we've got'.

It's not hard to slip into this trap due to the personal relationship between the consumer and seller "You absolutely want the place to be an organization. But you don't want it to become a club that has no doors, with a large number of patrons is the only thing you can ever get," he explains. "You've to strike the right balance of giving your customers what they're there for, yet not being too exclusive that someone who is not familiar with the club listens it and says, 'They've already got their own thing. I'm not going to get involved.' If each episode does not work like the initial episode, then you're telling your potential listener that the show is not for them."

Scott gets podcast recommendations daily and can tell in the first 10 seconds. "Give me ten seconds telling me who you are, the topic you're talking about, and then tell me what you're going to be discussing this week. If you don't, then I'll believe I'm not part of this group. I've already missed it There's a lot of background as well as "in" vocabulary. It can be very difficult to understand podcasts."

This is the case for ads played in the pre-roll. "Some shows that I am working with have pre-roll advertisements, which we earn a profit through it," says Scott. "If they didn't do that and did not earn a profit, they'd be less successful. Do you want to become the first thing viewers listen to the first time they listen to your show to be an ad for Volkswagen? I would like the first thing they see is the voice of the host."

Then, Scott offers a tip on how podcasters can be more resilient to newcomers. "You'll see that a lot of podcasters create five episodes. They do not see any progress so they leave. If you truly would like to utilize this opportunity to grow your business or just as a way to express your creativity The process will take more than you imagine until you're sure it's succeeding.

The best part: "You're gonna get a lot better at it during the first 25,35 episode. You'll get feedback. You should take your time as you like it, and are aware that it's probably going to be a long-term success. Many shows grow from their 300th and 400th episodes. Are you determined? You're not going to get the 25,000 downloads you want right out the beginning unless you're well-known.

What is your favorite show to listen to? What episode do you expect to see longer playthroughs of? If that's what you want to do, you'll be patient and work it out creatively."

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