The Harsh Reality of Podcasting: A Personal Account

Lessons from this story

• Content is a Cruel Monarch: Creating worthy content is not just tough, it's a brutal, relentless competition that demands your absolute creative best and well-oiled systems.
• Guests Aren't Your Golden Ticket: Stop fooling yourself — a guest with a massive following doesn't guarantee a spike in your popularity. More often than not, they won't lift a finger to promote the episode.
• Quantity is a Killer, Not a Savior: Think pumping out loads of content will save you? Think again. If it's subpar, it's only going to bury you faster. Quality reigns supreme.
• Podcasting is a Punishing Marathon: Expect a grueling, thankless grind. Most would-be podcasters crash and burn after just ten episodes due to the lack of listeners and the sheer toil involved.
• Social Media: The Savage Jungle: You better learn to navigate the brutal social media landscape based on your niche, or you'll be swallowed whole.
• Editing: The Time Devourer: Brace yourself for the soul-crushing hours spent editing, a necessary evil if you're to maintain any semblance of quality.
• Monetization: A Mirage in the Distance: Don't count on seeing a dime anytime soon; podcasting is a long, dry stretch of zero returns.
• Networking: A Brutal Fight Club with Perks: Yes, podcasting can lead to rubbing shoulders with industry bigwigs, but it's a bloody battle before you reap these rewards.

Before my foray into the podcasting world, I had dabbled with a few YouTube videos. My company and I were constantly grappling with the issue of content generation — a daunting task that demands extraordinary creativity and efficient systems. With our strong connections in the radio scene, we reasoned that podcasting might be an easier path than the grinding work of writing articles.

Our early days were plagued with concerns about the caliber of guests we could attract given our lack of credibility. However, we were pleasantly surprised. It appears that in any niche podcast, there are plenty of people who have never been interviewed before and leap at the opportunity. That being said, the real challenge arose when we needed these guests to share their interviews. Despite interviewing numerous well-known figures, we found that not everyone cares about social media exposure. The real win is to get guests who are consistently looking to put content out — unless, of course, you can leverage existing friendships for this purpose.

Here's a reality check: interviewing someone with a massive following or a loyal fan base doesn't necessarily guarantee a surge in viewership. Podcasts are still relatively new to the scene and their success is largely dependent on your niche. To illustrate, I can write an article and get 3,000 full reads in a day, while a new podcast episode struggles to pull in 500 downloads in a week — even when the podcast content far surpasses anything I could write.

There's a lot of chatter about podcasting, and many view it as an easy path. But the truth is starkly different. If you're producing subpar content, it doesn't matter how prolific you are or where you post; the quality is non-negotiable. The vast majority of podcasters drop out after a mere 10 episodes due to scarce listenership and the immense effort involved.

Your niche also significantly influences where you can freely post your content. For example, a life coach group on LinkedIn might be inundated with posts, while a group about Tall Ships, who haven't dealt with the onslaught of constant YouTube videos or podcasts, might be more receptive. I primarily post on Facebook, LinkedIn, Instagram, YouTube, and Reddit, each platform with its unique challenges and opportunities.

Undoubtedly, one of the most significant challenges comes if you choose to edit your podcasts. It's a time-consuming process that forces you to decide between learning to do it efficiently, employing tools like Descript, or hiring an editor. Sponsorships may be elusive, so be prepared to invest from your own pocket. According to the stats, podcasts don't draw too many views, and even when you reach the monetization level, the income is minuscule — podcasting, in essence, is a hobby for personal growth more than anything else.

Nevertheless, there are upsides. We attract a ton of views, and the podcast has been the best thing I've done in my business life. Interviewing industry leaders provides me with a masterclass every time, and I've made friends with some truly influential people. I wouldn't be where I am today without starting the podcast.

In conclusion, podcasting is not a walk in the park. It's a challenging endeavor that requires relentless commitment and the ability to create efficiencies throughout the process. Good luck with your journey in the world of podcasting — you're going to need it.

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