5 Must-Know Lessons on Creating a Successful Podcast. Especially for those Focusing on the Fast Emerging Black Audience.

Tiffany Ashitey, the Executive Producer of the Essence Podcast Network, had a gift for podcasting long before building the “Yes, Girl!” platform. Having her as the guest for Episode 10 of Better With Paul was like sitting down with an old friend, one who just so happens to dominate an industry I once tried to run from. Now that the Better With Paul podcast is gaining more traction than ever, I’ve spent a lot of time concentrating on what's next. Not just for us, but the future of podcasting. 

Tiffany and I share many mutual friends, some of whom shall remain nameless because they just can’t see it. There’s always one bad apple in the bunch, and this one has zero confidence in the longevity, or even necessity, of podcasting. In Episode 10, Tiffany stepped in with the game-winning assist. I threw her an alley-oop, and the knowledge she dropped - and effortlessly, at that - seriously blew me away.  

If you’re a podcaster, a hopeful, a listener, or a business owner looking for new ways to scale, you need to listen to the episode yourself. Until you do, take a look at this highlight reel.

1. A Master of Her Industry

Tiffany’s leading superpower is she knows her ish. She put her foot in this interview, as the old folks used to say. Statistic after statistic, fact after fact, she was able to regurgitate a full understanding of podcasting. She knows the business like the back of her hand. 

When I say she’s a master, it’s of the business itself. Many people submerge themselves in the mechanics around their own business, and Tiffany studies the competition, her audience, and everything in between. No aspect of the podcasting model is linear. Using experience as the best teacher, the business model she's used to scaling the “Yes, Girl” podcast and Essence Podcast Network is one we can take notes from. Tiffany has managed to scale one show into five separate streams of top-shelf podcasting content. 

Before you air your next episode, I want you to think about how well you know your industry. The podcasting universe is so vast now that you have to roll up your sleeves to make your show a success. Don’t think all you have to do is talk into a mic for an hour, and that’s it. Oh no, that’s just the beginning. 

2. A Podcasting Pioneer

In our interview, Tiffany and I discussed heavy hitters in the podcasting arena like Michelle Obama and Brene Brown. These names held weight long before they ever considered podcasting but, to be honest, the financial success they see today never would’ve existed a decade ago. Tiffany’s the expert, and, after some digging, I learned that Essence Podcasts has turned into a multi-stream six-figure business just recently. And she was among the first to ride the wave. 

I always mention people’s gift of vision and forecasting. Still, Tiffany didn’t just anticipate success; she positioned herself to be on the frontline during the start of the next digital communication era that we’re in now. In just the last seven months, podcasting has seen a 100,000 unit increase in the number of shows in the U.S. alone. That totals to well over a million U.S.-based podcast options, and the numbers just keep going up. 

Most people will probably invest a few years before earning a profit, and even more, aren’t willing to make the sacrifice at all. Podcasting isn’t a ‘get rich quick’ take on entrepreneurship, but if you’re smart, well-studied, and willing to give it all you got, it’s not too late to join us; a matter of fact, starting your podcast today will still make you a pioneer!

3. Size Doesn’t Matter

How often have you heard people say, “it’s too late to grow a large-sized podcast like Joe Rogan’s” who has over 200 million downloads and listens per month. When entering into podcasting, a lot of people can shoot themselves in the foot because of intimidation. Tiffany stepped on the scene like, “Show me, my opponent!”

Size doesn’t matter; visibility does. Tiffany is an example of how strategy outweighs size on any day. Her business model can stand up against the big names because she studied them. On the surface, podcasting seems as simple as plugging in a mic, but you need a plan to be successful, and another to stand out. In the same ways that she isn’t afraid to play David’s role against the podcasting Goliath, she’s equally invested in studying the other side of the spectrum. Tiffany spoke about podcasting’s growth potential in many parts of the world like South Africa like she could already hear the cha-ching and feel the change it could bring to the global podcasting industry. For example, only 22% of the population in South Africa is even aware that podcasting exists! Of that group, nearly all tune in. That’s about 80% growth potential in just one of the 100s of countries with similar characteristics. We have to learn to seek out potential, not wait for it to come. And the best way to do that is to have a clear understanding of why you want to take this industry on.

4. Africa First x Global Awareness

She is a class act now, but we know that Tiffany did not get into podcasting three years ago (wait, did I mention that Yes, Girl was only three years old?) - well, we know she didn’t do it for the money.

Change is coming. And, thanks to people like Tiffany, we may end up on the right side of the coin if we listen to what she has to say. We discussed the future of internet connectivity in Africa, and my Ghanian friend went off!

She sees an entire economy in Africa’s untapped 1.2 billion population. She sees the opportunity to heal and grow as a people; to have some much-needed conversations. Tiffany spits off facts about Africa like she was ordering her morning coffee. She knows what’s there, what’s missing, and what it takes to make the next phase of Africa’s global connectivity happen. She is a proud Ghanian, but her passion floods for us all. Tiffany knows that podcasting needs our voices, the people need our message and the time to act is now. She lives to see people like you, and I win because WE will soon become the pillars in the next phase of the communication revolution. Think about that when you create your podcast’s growth plan.

5. Scale, Never Settle

Every podcast’s success depends on the strength of the relationships you build with your audience. What we do is considered storytelling, at the core of it all. But there’s still a science to creating a (good) podcast. Tiffany doesn’t make excuses about any of the many anchors laid in her path. She never allowed her demographic to deter her from aiming as high and wide as she pleased. I seriously believe that’s why “Yes, Girl” has been as successful as its been.

She spits out names like Coca Cola like they are her equal. She sees their strategies as a call to action, not an unfair advantage. As I mentioned before, it’s all about the storytelling. People will always commit to a good message. Earning a following isn’t as hard as keeping their attention. That’s where a podcast’s ability to scale comes into play. Advertisements, sponsorships, and merchandise sales are just a few ways to continue to engage your audience and monetize your podcast even further. 

I’m just going to let the guru do the talking. I don’t think anyone can explain podcasting better than her.

Getting it wrong is part of the process and, since that’s not one of Tiffany’s professional fears, it hasn’t stopped her from attempting the things that have allowed her to succeed. She is an expert—a professional. And a resource for the rest of us. Her tenacity and skill help her discover solutions that won't just benefit, “Yes, Girl.” Her discoveries, connections, and network have all played a hand in setting the tone and opening the doors for global podcasting.

For the full episode of Better With Paul with Tiffany Ashitey, listen here.