Look, I get it…
You hate the sound of your own voice. You’re unfamiliar with the tech. And you feel much more comfortable typing than you do talking into a mic.
So you may feel hesitant to start your own podcast. Maybe you even feel intimidated by the prospect.
But you should do it anyway.
Because podcasting can pay major dividends for you, your blog, and your business.
Podcasting has been on a steady increase over the years both in the quantity of shows produced and in the volume of listeners.
It reaches people across genres, languages, and economic status, and if you strategically bake podcasting into your content plan, you can reap its many dividends.
Here are seven ways podcasting can help you make money blogging and boost your business.
#1. You Build a Network Your Competitors Will Envy
When you run a podcast, you can invite influencers as guests and interview them one on one. It’s an excellent way to build connections.
Most people like the idea of gaining free publicity for their work, so they’ll often agree to spend 30+ minutes with you to get exposed to your audience.
And when you spend time cultivating the relationship before, during, and after the interview, you can build a powerful network of people who can help you grow your business and blog.
Over the last two and a half years, I’ve interviewed more than 100 guests for my own podcast. While I’m not best friends with every person who’s come on the show, I have kept in touch with people with whom I had a strong connection.
And some cool business opportunities have come out of those, which wouldn’t have been possible if I hadn’t established the initial relationship through my podcast.
#2. You Can Bask in the Spillover of Other People’s Star Power
Some time ago, I had Tucker Max on my podcast. (In case you don’t know, he’s a three-time New York Times best-selling author.)
His team reached out to me and pitched Tucker as a guest to promote his new business, Book in a Box.
Once the episode went live, I got this message from a friend in my network:
Leveraging the authority of those you associate with is a smart way to build influence and social proof.
When you interview people for your podcast, particularly folks with larger followings than you, it boosts your credibility. Your audience will think, “If she has so-and-so on her show, she must know what she’s talking about!”
And you don’t have to wait for your dream guests to come to you. You can reach out to them and explain why coming on your show would benefit them.
Don’t know how? Here’s a great resource on how to land big guests for your show, even if you’re a newbie.
#3. Your Ideas Reach a Brand-New, Highly Engaged Audience
Through blogging, you can spread your ideas to a wide audience. But through podcasting, you can put those ideas in front of a new audience that your blog might never reach.
While there are some people who read blogs and listen to podcasts on a regular basis, many people do just one or the other.
And listenership continues to grow for podcasts — at more than 20% year after year.
Even better, data reveals podcast audiences are super-engaged. A whopping 85% of listeners hear all or most of a show and the average listener consumes five hours and seven minutes worth of podcasts each week.
People aren’t quick to turn off a podcast once they start listening, and they can listen to a podcast while doing something else, like cooking, driving or walking the dog. It’s an ideal medium for busy people.
So repurposing ideas you’ve shared on your blog for a podcast is well worth your time — especially the ideas that have already proven popular.
For example, here’s an article I published on my Inc. column that showed the results of research I’d done with entrepreneurs:
When I saw the message resonated, I switched up the headline, added a few additional points, and published it as a podcast episode.
With this one article and podcast episode, I was able to double the amount of people who were exposed to my message.
#4. Your Unfiltered Voice Builds an Even Deeper Bond with Your Audience
You can build a connection with readers on your blog, no doubt. But with podcasting, your audience hears your voice and personality, your inflections and emotions, as well as your laughter.
They’ll feel like they know you much more intimately, which bonds them to you more strongly.
A few years ago, researchers conducted a study where they asked participants to rate their degree of connectedness and bonding after having participated in in-person, video, audio, or written communication with a friend.
As you might’ve guessed, the greatest level of bonding occurred through in-person interactions, followed by video chats, followed by audio.
Instant messaging came in last among the options.
When you consider how the brain processes information, this phenomenon isn’t surprising. Researchers, educators, and consultants Louisa Moats and Carol Tolman explained it in more detail on Reading Rockets:
Reading and writing are skills we may take for granted today, but these skills have only recently become prevalent among the human population. By contrast, we’ve been speaking and listening for ages.
It’s no surprise that hearing someone’s voice makes us feel more connected to them than just reading their words — regardless of how descriptive those words might be.
#5. Your Bank Account Will Get More Direct Deposits
Adding a podcast to your content marketing can directly increase the revenues for your blog and business.
The most common way people monetize their podcasts is through selling sponsorships, or commercial spots that are read before and during an episode.
John Lee Dumas is host of the hit podcast Entrepreneur on Fire. Every month he publishes an income report for the business he’s built around the show. For December alone, his sponsorship revenue for his daily podcast was more than $64,000.
The larger the audience is for your show, the better you position yourself to earn a decent income from third-party sponsors.
But getting sponsors for your show isn’t the only way to monetize your podcast. Many hosts promote their own products and services to their listeners through designated ad spots.
You could highlight your online course, your coaching packages, or even relevant affiliate offers.
My friend Vernon Foster is a podcast coach at PodParrot. He says many of his clients make a ton of money with their podcast by highlighting their own products. He recommends podcasters with audiences of all sizes do the same:
Side note: I met Vernon through my podcast, which goes to show how it can help you build your network!
#6. You Give Google More Reason to Notice You
Bloggers have long been on the hunt for ways to drive traffic to their blogs through SEO. The good news is that podcasting can help you with that as well.
Whenever you publish a new episode, you can add relevant written content to the “show notes” page on your website, which is indexable by search engines. Transcripts and detailed notes with time stamps are smart ways to add content to your site that might rank for long-tail keywords and draw more traffic.
Not only that, podcasting can also help you get links, which can boost your site’s authority in the eyes of Google. Whenever you have a guest on for an interview, you have a good chance they’ll link back to it from their site.
Lastly, publishing podcasts on your blog can also increase the average amount of time people stay on your site. Google likes to see this as well.
Here’s what SEO expert Phil Singleton of Kansas City Web Design said on the subject:
#7. You’ll Be Prepared When Oprah Calls
Podcasting will you get you ready for future speaking opportunities that can expand your reach.
Imagine you start a blog and it gets so popular that you get called for a talk show interview, a TEDx talk, or to be a featured speaker at a conference. You want to be ready, right?
Having experience speaking in both scripted and off-the-cuff formats will prepare you for when those calls come.
When you step up to the mic on a consistent basis, you will discover your most relevant messages, refine your voice, and overcome any fears of public speaking that might otherwise hold you back.
Through podcasting, you’ll build your speaking confidence until it feels natural.
A few months ago, I was a featured expert on a program with an NPR radio affiliate. The show’s producer read an article I published, and he invited me to speak more in-depth on the topic and to answer questions from listeners who called in.
My experiences in podcasting, both as a guest and a host, prepared me to be comfortable speaking without a script. As a result, I am ready to seize bigger opportunities that come my way.
It’s Time for You to Step Up to the Mic
Give your expertise an even bigger stage. A stage that enables you to transform the lives of even more people who crave your solutions.
Sure, it’ll take some practice.
But don’t most things that are worth it?
You don’t have to produce the next Serial, This American Life, or Smart Passive Income to reap the benefits of podcasting.
You’ve simply got to create a show that speaks to your ideal audience in a meaningful way.
You’ve already got the knowledge. And you’ve already got the ideas.
Now all you need is the mic.
This is a really thought-provoking article for me!! I have thought the exact thing you spoke about – I feel like I’d sound awkward and I don’t know how to do a podcast! I can definitely see the benefit of having my audience get to know me more “personally” through hearing my voice and personality though. Thanks for the great tips 🙂
Hey Kelley – I don’t think anyone likes the sound of their voice. But after you do a few episodes, the awkwardness goes away as you get more comfortable.
Your audience will benefit for sure – and the good news is, learning how to podcast isn’t hard at all. Trust me, I know! 🙂
Hi Sonia Thompson, thanks for sharing intresting article about making podcast.
My pleasure Sreelakshmi! 🙂
Hey Sonia!
I agree with your points here. Podcasts are powerful and they are on the rise as time goes by. This year I plan on doing new episodes for my internet marketing blog. I have done a few podcast shows in the past but stopped for dumb reasons. This is my time to get back behind the mic and get going!
I think people like to hear from you not just through writing but also through other ways of communication. Audio and video are huge now and it is important to benefit from such mediums of communication and exposure.
Thank you for sharing these helpful tips!
Best regards! 😀
Hey Freddy, definitely give it another shot! Your audience will appreciate it for sure – and the sooner you get back into it, the sooner you can start reaping the benefits. 🙂
Hello Sonia,
Your article resonated to my core. I loved how you mentioned, “Even if You Hate the Sound of Your Voice.” And, if you are “unfamiliar with tech.”
Need a checklist, thorough, actionable information.
You are quotable, “Leveraging the authority of those you associate with is a smart way to build influence and social proof.” Beautifully stated.
Repurposing – love it!
Have to google terminology I am not familiar with:
Show Notes
Long-tail keywords
Dwell time
You are authentic, positive, and informative.
I will check out your podcasts! Want to hear your voice, your tone, and your messaging.
I am a new blogger, podcasting was not on my radar…until I read this post.
Great article…thanks!
Wow Christine – thank you so much for your kind words!
And do let me know what you think after you’ve had a listed to my show. I’d love to hear your feedback.
Looking forward to seeing what you do both with your blog AND your podcast 🙂
Great article. I have been considering starting a podcast for some time so it is really useful to see how you are benefitting from yours. Thanks
Thanks Kyle! Hopefully you’ll get started producing yours soon. 🙂
Thank you for this article, Sonia.
I am just starting my blog, and it is pretty tough to get an audience and reach top ranking, so I’ll be considering to do some podcasts in the future.
Hey Crisan – definitely consider it. Both podcasting and blogging can be large undertakings, so I’d say once you are ready to devote the time to it, go for it. It’ll be there for you. 🙂
Jon,
It’s obvious that you do well with your business. But, you have a staff of people behind you. Is it possible to make good money without a staff?
Hi Sonia, any specific blogging platforms you recommend for starting out?
Hi Gene! I use Wordpress – that’s what I started with years ago. But I know Jon and the Smart Blogger team are recommending new bloggers get started on Medium to start building an audience there (there’s no investment needed). The key is to get started and start building an audience as soon as possible. Hope that helps! 🙂
Hi Sonia, thanks, but I meant what PODCASTING platform you suggest? I already use WordPress extensively I’m a developer). Thanks
Hi Gene – in terms of podcasting hosts, there are a number of options. Right now, I use the Rainmaker Platform, but I know a lot of people who use Libsyn, Podbean, BuzzSprout, etc. I don’t have any experiences with them, but I’ve heard good things. Hope that helps!
I agree 10,000% Sonia. I started my podcast a while back. Small listening yet many listeners buy my eBooks and audio books. Awesome ratio for me.
A number of months ago I began a video chat series with my friend Alonzo Pichardo, on YouTube. Last month we uploaded one as a test podcast and nabbed 52,000 plays. But just 2 days ago we uploaded podcast #2 and it already has 37,000 plays and the number keeps rising. People dig ’em and without pitching anybody we’ve had folks talking sponsorship opportunities already.
So much potential with podcasting guys.
Ryan
Wow Ryan – those are some fabulous numbers, congratulations to you!
You are rocking it for sure. Keep it up! 🙂
Podcasting allows people to get used to your voice and personality. It’s a great vehicle for free advertising and on the spot answer to product and service questions.
It is! There are a ton of varied benefits all from one show. 🙂
thanks for sharing this great information.
sonia,
can you suggest me best blogging platform to start podcasting
Hi there – glad you enjoyed the post!
Blogging platforms and podcasting platforms are different – because they are distributed in different ways. So to start a podcast, you could post the information on a “show notes” page as a post on your own website, which could be Wordpress. However, you would still need a podcast host 1st – to get your file out to your audience. Hope that helps!
Wonderful tips! We just launched a new podcast and the feedback has been astronomical. I’ve taken what I’ve learned through Jon’s courses and it’s really going well for us. We hope to monetize soon through coaching, products, and virtual summits. If you can podcast, it’s such a great way for your audience to connect with you, it’s a great way to bond. Thanks for the tips!
Congratulations Frantzces – so wonderful to hear you are gaining traction with your new podcast! Keep going! 🙂
A good blog on podcast, completely agree with the factors which have explained here. Had a wonderful reading session.
Glad you enjoyed it Shivashakti! 🙂
And what does a person do when a narcissist tries to do something in secret to them? Podcast it to the masses and expose them! 🙂
I agree with all you have just explained here
Thanks
I’m glad Juliana – have a fabulous week ahead!
Blogging platforms and podcasting platforms are different that’s my view
Thank you for this article, Sonia my name sake
You have a lovely name! Glad you enjoyed it. 🙂
Hello Sonia
I am one of those with the hesitation when it comes to doing podcasts. I have always had the feeling that it was not profitable. Maybe i should give it a try though. As marketers we should and try and test everything out there.
Glad to have read your post. thanks for your time and effort.
Give it a try – especially if it you think it could fit well into your content marketing strategy. If you know how you want to monetize, and what specific benefits you want to get from it, it makes it easier to focus your efforts so you can get the type of results you are looking for.
All the best to you! 🙂
Podcast is one way of reaching to the audience especially the people you want to target, it is another way of gaining more client…thanks for this Sonia!
My pleasure Amit!
Amit,
A voice plus streaming video online immediately engages people. And a lengthy YouTube video description as well with links pointing to specific blog posts or published web pages. Just some food for thought. Free advertising that is. 🙂
Thanks for the above its helped me a lot
Glad it helped!
Hi Sonia,
Your article is remarkably amazing. The reason here are all great, however, I took special note of “your ideas reach a brand new highly engaged audience” on S action 2.
It is interesting to note that not everyone loves to read text content, and not everyone also loves to watch video content. These set of people are those who loves to listen to podcasts.
The good thing about podcast is that you can comfortably listen to it while you walk down the streets, in the bus, etc. This type of content reaches far more wider audience that you can imagine. And the more it goes, the more traffic it attracts to your website or product page.
Thanks for sharing.
Thank you Moss! You are right – people have their own preferences with regard to how they like to learn, so I like giving my audience options.
And yeah, I listen to podcasts all the time while walking, working out, and cooking!
I really like the article. However, I would have been wonderful if after writing such an eye opening article that you took us through the steps of getting a podcast up an running through maybe itunes.
That would have been just the extra kick!
But great job all together.
Hey Joan – glad you found it valuable!
Hey – maybe that’s an idea for another article 🙂
Hey Sonia, yes I agree. Maybe a follow up article is a good idea. You have a lovely way that you present information so I am sure I would love that article too. Hit me up when you do write it. I would love to get started with podcasting with Itunes for my website. Do you have a website? I was trying to look you up but could not find you.
Brilliant article Sonia! You explained the concept of podcast so well.
Thanks!
Many thanks James! 🙂
Hello, Thanks for sharing ….Best blog. It’s really good information. Everybody and this blog is very helpful.
Glad you liked it Shashi! 🙂
I loved this article! I have fallen into your clutches and you have captivated me, I have seen more articles of yours and I think of ten, I hope you continue like this and keep looking, I am starting a project of a music website, I hope it goes well, thanks for everything.
Thank you – glad you enjoyed it 🙂
I recently started podcasting, it’s a good way to reach a new audience. Hoping to see more positive results in time. Thanks for the article Sonia!
Thank you for the great information. I’m starting a blog and have written several books. My followers say they can hear my voice. It would be great for them to really hear my voice and the sense of humor and laughter.
Thanks so much!
I want to to thank you for this good read!! I definitely enjoyed every little bit of it. I’ve got you book-marked to look at new stuff you post…
Hi – Great post – I wonder what do you think if I have a strong Easter Europen accent – Should I still consider podcasting?
Thanks for writing such a great post. I really appreciate you for this post. It was very helpful. Keep it up and thanks again!
regards,
Faheem