Podcast Uncovers the Ugly Truth about Podcasting

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Internet marketing expert James Schramko recently got together with another seasoned online marketing strategist Luke Moulton to deliver a podcast detailing what really goes on behind the scenes of a podcast.

James Schramko - Internet Marketing Expert

Podcast is a traffic source rather than a product. For me, having a traffic source has been really beneficial for the rest of my business.

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In a recently posted podcast on his blog, online marketing master James Schramko interviews veteran podcaster Luke Moulton on the ins and outs of making a podcast, in the process, revealing some less well known details about the experience. The podcast is replete with insider knowledge with Schramko and Moulton providing tips and warnings about the entire endeavor. The podcast effectively primes anybody considering taking up podcasting.

Schramko and Moulton have fellow marketing expert Tim Reid as one of their common denominators. Reid is Schramko’s podcasting partner on Freedom and was Moulton’s co-host in online talk show Small Business Big Marketing. Reid’s name comes up several times in the interview as the two swap anecdotes on their respective podcasting experiences.

The discussion, which runs for about 45 minutes, thoroughly covers the topic of podcasting. It answers many beginner questions, such as “How professional do you need to go for your first podcast?”, “Does a recording studio help?”, “How do you invite interviewees to record with you?” and “How do you start a podcast?”. It also furnishes key information on technical matters such as the Apple iTunes algorithm, podcast plugin installation and retro-adding to iTunes, podcasting formats, etc.

Alluding to the time Schramko guested on the Small Business Big Marketing Show, Moulton lists some of the benefits of his podcasting experience, “Getting to talk to experts, learning from it, and certainly, building authority as well. It’s been a fabulous vehicle for that.”

Schramko describes that particular guesting stint as his first involvement with a more professional podcast, complete with an official bump-in and a disclaimer bump-out and executed in a professional studio. Upon receiving a wave of sales after the interview, he realized the power of having that audience.

Building an audience is essential in making an effective podcast and Moulton has some tips on how to successfully do that. He points out that consistency is a key factor, advising podcasters to have 4 to 5 shows a month. He also highlights the importance of getting good interviewees with good stories to tell, and then leveraging their audience as well.

Schramko explains, “Podcast is a traffic source rather than a product. For me, having a traffic source has been really beneficial for the rest of my business.” Both he and Moulton agree that podcasting is a fantastic platform to build authority and trust. It can be a very powerful business tool when done correctly. “It’s good to have a strategy when you set up a podcast, have an understanding of where it leads to and what comes next,” states Schramko.

Moulton expresses his thoughts on the growth of podcasting. “I think it’s a growing trend,” he observes. “Podcasting is a very popular medium to consume content.” He also mentions that with Apple and the way it is going with its technological innovations, podcasting will only keep on increasing in popularity.

The two also discuss the iTunes ranking algorithm, which is not published, unlike the Google algorithm. Moulton shares his conclusions on how an iTunes show can rank well, mentioning the number of people looking at a podcast iTunes profile and subscribing to the feed, as well as frequency of podcast episodes, to be some of the elements that can influence ranking.

The discussion touches on topics such as professional podcasting production values, the double-headed recording technique, podcasting equipment, Facebook campaigns and Authority Leverage, plus many more. When it comes to the option to polarise an audience, Moulton advises, “I think being yourself, the people who enjoy your format and the way you talk will gravitate to you, and they’re the audience that you want.”

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