Becoming a top 1% Podcaster is Hard

But this makes it easier

Hey team,

Callum here.

Hope you’re rocking it!

This week I was sent this shocking stat:

“90% of podcasters quit after episode three!

Of the 200,000 left, 90% quit after 20 episodes.”

It made me think:

To be in the top 1% of podcasts in the world?

You only need to publish 21 episodes.

Pretty wild.

Sound achievable?

It is.

But what makes the difference between success and failure?

And why is it fundamental to ALL marketing?

The best podcasts have a super clear 'mission'.

This sets the foundations for every episode you create and helps you deliver on a promise to your audience.

They will know you for one thing.

The mission helps you make the right type of content.

You will know if the episodes you are creating meet the mission or if you are deviating.

Content is hard and along the way you will be tested.

When speaking with Grace Andrews, Marketing Director at the fastest growing podcast in the world, The Diary of the CEO, I discovered their ‘Why’:

"Inspire, motivate and engage with as many people as we possibly can"

This mission is super broad.

Yours may be more specific.

But it provides a vital framework for every piece of content they create.

1. Is it going to inspire, motivate or engage someone?

2. Is it going to reach as many people as possible?

This informs the types of guests and topics they target on the show.

• Guests with mass, global appeal.

• Topics with mass, global appeal.

• Content that inspires, motivates and provokes engagement.

So how can you set your own mission?

I use this simple framework with our clients:

1) Be super specific.

So you are really clear on the content and audience you are creating for.

2. But have sufficient ambition that you are scared or excited

You should be fired up and nervous!

For example:

"I'm building the world's no 1 podcast for entrepreneurs & creators to build insanely successful businesses leveraging content marketing"

This mission is fundamental to my podcast's success.

• I can assess every piece of content I make through the mission.

• I can assess every guest through the mission.

Is it serving my mission and my audience/customers?

If not?

It needs to go in the trash.

This will keep me on track:

• If something underperforms, did it at least deliver on the mission?

• If something over-performs, should we do more?

• Or are the numbers misleading?

• Does that content actually serve the mission?

Algorithms can be equal parts tempting and disheartening:

You can see how useful this question becomes.

Ok.

Hope you guys found some value here.

Have a great week!

Callum

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P.S

My agency is opening up 1x Podcast Coaching Slot and 1x Podcast Production slot in April.

Apply to work with us here.