PodCraft | How to Podcast & Craft a Fantastic Show

How do you keep a podcast going long enough to reach 500 episodes?Most shows fade away after a handful of recordings, but The Photowalk has just passed a huge milestone. This week, I’m joined by its host, Neale James, to explore what it really takes to stay consistent, build a community, and even turn a passion project into something sustainable.Read the full blog post on this too, here.Neale shares:Why showing up every day matters more than waiting for inspirationHow listener nicknames, mailbags and “the other listener” helped build a loyal communityThe role authenticity plays – including leaving in planes overhead and barking dogsLessons carried over from his BBC radio career into podcastingHow he’s pieced together monetisation with Patreon, sponsors, mentoring and photo toursIf you’ve ever wondered how to keep your podcast alive and enjoyable well beyond launch, Neale’s story is packed with lessons you can take straight into your own show.Also MentionedAlitu: The Podcast MakerScoreApp

Do you think launching a podcast means buying lights, cameras, and spending hours editing? In this episode, Becky Pierson Davidson (Build With Becky) shows why none of that is necessary. Her short, audio-only episodes feel like voice notes from a smart friend, each one sharing a single tip to help community-driven businesses thrive.Becky explains how she keeps her process simple and sustainable, from idea to published episode in under 15 minutes. She shares why this straightforward style resonates with her audience, how it has led to new clients, and the role of storytelling, newsletters, and small conversations in building community.Becky's websiteAlitu: The Podcast MakerScoreApp

Have you ever wondered how to turn loyal listeners into paying customers without feeling like you’re forcing the sale? In this episode, we explore practical ways to make that leap, from using dynamic ads wisely to weaving your own products and services naturally into your content. It’s all about adding value first and showing how what you offer can genuinely help.We also chat about some of the bigger questions shaping podcasting right now. Should algorithms play a bigger role in helping people discover new shows, or do they risk limiting variety? Should you add a picture of yourself to your podcast cover art? And on a lighter note, we share how swapping a standard planning meeting for a walk outdoors has boosted our energy, creativity and focus.MentionedAlitu: The Podcast MakerThe Podcraft AcademyAre Algorithms Good for Podcasting?Micro-Speak Plus Accessible Recorder ReviewShould You Include Your Photo in Your Cover Art?The Truth About Audio-Only Podcasts in 202515 Editing Tips From 15 YearsShort-Form Video Clips Could Cannibalise Podcasters' Real Audiences

What makes a podcast truly discoverable, and how do you uncover the “throughline” that keeps listeners coming back?In this episode, we're joined by Ben Hickman, host of the Reflective Rebels Podcast. Ben shares his vision for capturing extraordinary stories from ordinary people, and the challenges he’s facing around podcast identity, discoverability, and staying true to his mission.Together, they explore:Why a clear throughline is vital for long-term growthHow to refine your avatar so your show speaks directly to your ideal listenerThe power of episode titles, format tweaks, and reflective content between interviewsPractical branding and website tips to make your podcast more findableBalancing passion projects with sustainable momentum

Can a podcast rooted in one city or neighbourhood really matter to listeners halfway across the world? Or should hyperlocal shows focus purely on the people right on their doorstep?In this episode, we are joined by Cody from the Community Build Up podcast. Together, we dig into the tension between going deep on local stories and widening the lens to reach a bigger audience. You’ll hear how podcasters are using place-based content to grow loyal followings, why a global reach isn’t always the right goal, and how you can decide what works best for your own show. If you’ve ever wondered whether to keep things close to home or aim for international ears, this one’s for you.

What does it take to keep a podcast sustainable while still growing your audience? In this live coaching episode of Podcraft, Colin and Matthew sit down with Ellie and Will, hosts of Lively Minds: The UK Mental Health Podcast. Together, they explore the origins of the show, the challenge of carving out a unique voice in a crowded mental health space, and why clarity around their mission matters so much. Ellie and Will share how their project grew out of conversations during lockdown and why they wanted to go beyond surface-level wellbeing advice to have deeper, more nuanced discussions around mental health.The conversation also digs into practical strategy, from balancing consistency with sustainability to experimenting with shorter co-hosted or solo episodes. Colin and Matthew share ideas for authentic audience growth without social media overwhelm, creative approaches to collaboration, and sustainable ways to explore monetisation through community support or aligned partnerships. Packed with encouragement and practical insights, this session shines a light on what it really takes to sustain a meaningful podcast for the long term.

How do you turn your podcast audience into paying members? In this episode, Colin talks with Mike Morrison from Membership Geeks about the strategies podcasters can use to build successful memberships.You’ll learn how to choose the right model for your show, whether that’s creating outcomes, fostering mastery, building connection, or offering resources. Mike shares real examples of podcasters who have grown six-figure memberships, explains why content alone is no longer enough, and reveals how to keep members engaged for the long term.If you're in or near the UK, be sure to check out Retain Live 2025, which is taking place in Newcastle on the 23rd and 24th of September!And if you want one resource to help you start up a membership, try The Membership Roadmap. This is Mike's full guide to planning and launching a successful membership.

What can three years of data really tell us about how podcasts grow? In this episode, Jeremy Enns from the Podcast Marketing Academy unpacks the latest Podcast Marketing Trends report, exploring why growth is slowing for big shows but accelerating for independents, the growing role of video in podcasting, and whether social media really moves the needle. The discussion also covers the pull of algorithms, the power of strong show concepts, and how newsletters fit into a sustainable growth strategy. If you want clear insights on what actually works in podcast marketing today, this is the conversation to hear.Also MentionedThe RACE Framework: How to grow a podcast WITHOUT social mediaAlitu: The ultimate podcast maker softwarePodcraft Pointers: Weekly podcasting tips, tools, and resources

Indy is creating a podcast for his online gardening club, Tender Shoots, aimed at listeners aged 65 to 100. His mission is to make the experience simple, welcoming, and accessible. No technical headaches, just great gardening advice.The challenge is balancing ease of use with modern podcasting features like chapter images and detailed show notes. Indy is tackling this by streamlining the subscription process and guiding members on how to use podcast apps. The goal is to offer an enjoyable and educational experience tailored to older gardening enthusiasts, without letting the tech get in the way.Looking for support or coaching in your own podcasting ventures? Head on over to thepodcasthost.com/help and tell us what you need!

There is no shortage of potential income streams for your podcast. But rather than telling you all the things you could try, how about some real-world case studies from ten successful independent podcasters?Our recent survey suggested that only 1 in 4 indies monetize their content, despite the majority of them wanting to build some income streams.So, on this episode of Podcraft, we’re going to dig into the monetization methods and strategies that have actually worked for our IndiePod Legends, as well as the many that haven’t!The aim here is to show that while some revenue streams are a good fit for some, they don’t work so well for others. We’ll also answer questions like:WHEN should you try to monetize?What are some great on-ramps for smaller podcasts?Can monetizing your content hamper your creativity?The PodcastsThe Joy of CruisingWild for ScotlandTravel N Sh!tBoard Game Design LabShe Well ReadFighting ThroughLush LifeThe Mindful Marketing PodcastI Should Be Writing

Podcasting isn’t easy, but it doesn’t have to be complicated.Figuring out who you want to reach and how you’ll serve them is hard work, but it’s the kind that truly moves the needle.In 2025, we risk losing sight of that north star. Too often, clarity is traded for trends, and purpose is swapped for perceived expectations. Stay focused. The best podcasts still begin by serving real people, not chasing the algorithm.On this episode, I'm joined by Rachel Corbett, who brings a wealth of podcasting experience to the table. We discuss some recent data collected through regular polls in our Podcraft Pointers newsletter. Then, we catch up on the latest tools, tactics, and techniques that are working well for us right now.Key Talking PointsThe "Podcasting" Name Debate83% of surveyed indie podcasters believe the term "podcast" hasn't outlived its usefulnessIndustry voices with big profiles are pushing for rebranding, but thousands of creators prefer keeping the termComparison made to radio shows that also stream video - they don't stop being called "radio shows"Major platforms (YouTube, Spotify, Apple, CNN) still use the term "podcast"Video vs. Audio-Only ContentMany new podcasters feel overwhelmed by video expectations and delay starting their showsVideo doubles workflow time and adds technical complexity (lighting, makeup, outfit changes for batch recording)Consistency matters more than video for podcast successRisk of creative monoculture - video favours simple chat show formats over inventive audio formats like dramas and documentariesMonetisation Challenges with VideoDynamic ad serving (industry standard) doesn't work on YouTube or Spotify's cached video feedsForces return to baked-in ads, creating same problems the industry solved years agoCuts off major monetisation channels for creators heavily dependent on SpotifyPlatform Control IssuesGoogle pushed video podcasts on YouTube for monetisation reasons, not creator benefitSpotify requires opt-in for RSS distribution, creating discovery barriersPlatforms can change algorithms overnight, affecting reachThe Value of Audio-First Content91% of surveyed podcasters believe spoken word audio should be championed alongside videoAudio provides escape from screen time and fits seamlessly into daily activitiesPodcasting originally succeeded as an antidote to screen addictionLong-form, relationship-building content vs. addictive 6-second hook cultureAI and Workflow ToolsChatGPT valuable for idea generation and content planning, not wholesale content creationAdobe Enhance effective for audio cleanupAI clipping tools not yet reliable for video editingCanva increasingly useful for quick design and video creationEquipment and SetupMany experienced podcasters stick with reliable, familiar gear for yearsWireless lavalier mics making location recording less intimidating for guestsAI audio cleanup tools reducing need for perfect recording environmentsIndustry ComplexityPodcasting has become significantly more complex compared to simpler early daysMultiple platform considerations creating workflow complicationsNeed to balance innovation with accessibility for new creators

Tomas Loucky, better known as Tommen, is an expert in growing an audience on LinkedIN, and has been growing his Podcast 'Produced By' there for the past year. With over 20,000 followers, he joins Colin to talk about building a personal brand, repurposing podcast content, and finding great guests through LinkedIn. They dig into how to strike the right balance between personal and business-focused posts, and why authenticity and experimentation are key to growing an audience.Check out Tomas's podcast Produced By with Tommen, along with his other channels and projects, right here.

If you're looking to gather genuine feedback from your podcast listeners, surveys can be a powerful tool. But only if people are willing to complete them.In this episode of Podcraft, you'll learn how to create listener surveys that generate more responses and more meaningful insights. Whether you're collecting feedback for your own decisions or planning to share the results publicly, these tips will help you get it right.Also mentioned in this episode: Our 2025 Indie Podcaster Survey is now open. Complete it and you'll receive a free PDF copy of our Podcast Growth book, plus the chance to win $500 worth of podcast gear from Lewitt.Take the survey at thepodcasthost.com/survey25

What if the key to podcasting success isn't working harder, but working with more structure? More systems, more process. Many independent podcasters burn out trying to juggle content creation, editing, promotion, and everything in between. But there's a better way.On this episode, Colin is joined by Layla Pomper, CEO of ProcessDriven. The pair explore how structured workflows can actually enhance, rather than hinder, your creative freedom. Layla reveals how independent podcasters can use documented processes and templates to reduce decision fatigue, prevent burnout, and scale their shows effectively.You will also:Discover practical strategies for systematising content planning, editing, and promotion while maintaining creative freedom.Learn how creating recurring task lists and frameworks not only ensures consistency and quality but also provides the flexibility to take breaks without disrupting production.This episode offers actionable insights for podcasters looking to delegate tasks, minimise repetitive work, and focus on what matters most - creating original content and growing their audience.Whether you're struggling with overwhelm or ready to scale, Layla's expertise in making business processes enjoyable will help you build a more organised, efficient podcasting workflow.Also MentionedThe 2025 Indie Podcasters SurveyA quick, easy, and cathartic click through your podcasting experience. Not only will you have the opportunity to win $500 of podcasting gear from Lewitt, you'll also be guaranteed to get a free PDF copy of our Podcast Growth book in your inbox once the survey closes!

Does your audience expect expertise or authenticity? On this episode, we're joined by Allan Tweddle of Small Investor Toolbox. He's published 13 episodes to date and has struggled with feelings of impostor syndrome, as well as early audience growth. Can we help him? Hit play to find out! Resources MentionedThe RACE MethodGrowing your podcast through collaborationsWHISPER TITLES Framework

We recently did a bit of a masterclass on titling your podcast episodes, based on our WHISPER TITLES framework. This framework applies to any type of content, too, not just podcast episodes. We wanted to build on that in this episode and explore the delicate balance of crafting podcast titles that are engaging yet avoid the contemptuous label of clickbait. We'll delve into the importance of titles in capturing attention amidst a competitive media landscape and share examples of misleading headlines from other media. We'll also talk about some examples where our own titles have sparked negative or critical reactions from others. MentionedDo We Need to Champion Spoken-Word Audio in a World of Video Hype?The Podcraft AcademyPodcraft Listeners' Community

You don’t need to look far to find a heated debate or surprising statistic about video in podcasting right now.Video is killing podcasts! Video is saving podcasting! If you’re not doing video, what’s the point? It’s a lot.Regardless of which side of the fence you sit on, there’s one thing I’m sure we can all agree on: Every show is different, and adding video unnecessarily could kill your podcast.So rather than continuously examining contradictory data or choosing which hill to die on, I spoke to some podcasters about their real-life experiences adding video to their workflow and the results (and challenges) it can bring. Darren Lake/ DLakeHost of the 1% Better Runner podcast“Video is three times harder, but worth the effort”Darren Lake, otherwise known as DLake, never actually set out to be a podcaster. He just wanted to create a platform where he could explore “weird content” about running. In the first three years, he produced about 40 audio-only episodes. But despite trying “every trick in the book” to grow his audio podcast, it struggled to gain traction: “I couldn’t crack the [running] niche, for whatever reason. Maybe I was too late.”Adding a video component became a no-brainer. For one thing, running is a subject that has a lot more impact when visuals are included. His listeners repeatedly told him, “You should be on YouTube,” and “You have the perfect style for YouTube.” It also helped that Darren already had a lot of experience in front of the camera from his days as a music artist. It felt like “a very natural transition” for him.He began experimenting with video in 2021 but didn’t immediately publish any content. Instead, he accumulated a backlog of 25 videos, which he then released all at once in 2023. The impact of this strategy was fast and transformative. The “YouTube algorithm is beautiful.”Within 18 months of adding video, he gained 3.5 times the audience he had built in 6 years with audio-only content. He told me his content regularly performs 10-100 times better on video platforms than audio-only, with one particular video alone earning him 1,000 YouTube subscribers.Since posting regular short videos twice weekly, he gains approximately 100 new streams per month on Spotify too. “When people know you have a YouTube, they’ll go to your podcast, they’ll go to Spotify, they’ll go to your Instagram“—but rarely, he says, the other way around.Lake discovered that YouTube offers tremendous leverage: “I put in a little bit extra work for video, and I get 10, 20X, a hundred [views in return].” It’s worth noting that Darren’s video content is quite different from his audio-only; he adapts it heavily for YouTube so he can optimize for visual audiences. So instead of simply filming his long-form podcast sessions, he totally repurposes his content for a YouTube audience. Here’s how he does it:He shortens episodes to 10-15 minutesAdopts an “explainer style” format, talking directly to cameraImplements scripting to make content more focusedOptimizes topics based on YouTube search trends – “pillar content that people are searching for”While he acknowledges that “video is three times harder” than audio, for him, the return on investment justifies the effort.Lake’s financial investment in YouTube has been relatively modest—approximately $500 in total.2. John KundtzHost of The Disruptor podcast“To produce a successful video podcast, you need to either outsource post-production or take the time to learn how to edit videos effectively.”When John Kudtz launched The Disruptor podcast, he recorded both video and audio from day one. “I recorded the shows in video and audio. Then, during post-production, I would publish either the audio-only or video podcast,” he told me. He did this because he’d been hearing a lot about the benefits of YouTube for growth and monetization: “I heard that YouTube was an easier platform to monetize and that the reach could potentially be greater because of the search nature and the algorithms of YouTube.”Video investment challengesBut publishing a video component to his podcast wasn’t as straightforward as he’d hoped. John quickly discovered the hidden complexities of video podcasting, including:Time investment: “I examined how much time I was spending on pre-production compared to post-production. [Video editing] led to a significant cost in terms of my time.”Technical hurdles: “I’m not a video engineer and found video editing quite time-consuming and not enjoyable.”Cost: Eventually, John hired someone to handle the post-production video editing and creating thumbnails, costing him around $300 to $400 per show for a one-hour episode.After publishing eight video podcasts, John reevaluated his workflow and pulled back to publishing audio-only, re-platforming his show to Buzzsprout. “My video podcasts weren’t gaining much traction,” he says, “so I couldn’t justify continuing the investment of time and money into post-production and editing.”Since going audio-only, his production output has increased substantially. He’s currently sitting at 33 episodes. He says he owes a lot of his audio podcast production to modern tools – especially AI. “With tools like Descript, I can edit an audio podcast extremely quickly, upload it to Buzzsprout, use the AI tools in both the Descript and Buzzsprout to create show notes, and then stage and release the show – usually within a couple of hours after recording.” This sort of workflow simply isn’t possible when video is involved. Doing what makes sense for your podcastJohn says he’s happy he tested the water with video, but made the pragmatic business decision to pivot back to audio as video just didn’t make sense. It’s also worth noting that, as a business podcast, John’s primary goal isn’t growth: “My strategy isn’t to drive views, downloads, or engagement. It’s a marketing and branding exercise. I primarily use it to promote my business one-on-one.”John Kudtz’s journey is a masterclass in adaptability. His most significant insight? “The biggest lesson I learned is that to produce a high-quality video podcast, you either need to outsource the post-production work or take the time to learn how to edit videos effectively.”dCarrie Host of the Travel n Sh!t podcast“It’s absolutely been worth it.”dCarrie is the host of the Travel n Sh!t podcast. Her journey into video podcasting was born from a ‘why not?’ approach.After 53 episodes of audio-only content, D saw video as a natural extension of her podcasting workflow. “It felt easy to add!” she says, “All I’d have to do was add a camera and upload the footage.“But she had one major advantage: She already had a free video editor on board. “I generally ‘employ’ an editor [conveniently, her fiancé!], and I don’t do much editing to my audio as is, so there weren’t too many extra steps to getting the extra content,” she says. Therefore, all the common technical barriers podcasters experience shifting to video were minimal.But adding video wasn’t just about pressing ‘record’ and letting her fiancé do the rest. D invested time and resources into creating a quality recording space. “Setup does take effort,” she admits. “Getting lighting in order, and occasionally updating my recording set are things that I have spent time and money on. I love my recording space though, so it’s absolutely been worth it.“Unexpected benefits of videoFor D, the best part about adding video to her podcast wasn’t seeing growth in her analytics, but something more fundamental: engagement with her listeners. “Unfortunately, no“, she laughs when I ask about tracking data, “I don’t really monitor any of that. I will say, though, that my video episodes are the only places where I see any comments.”“I actually receive likes and comments on the YouTube content, but not the audio.” Like many of the podcasters I spoke to, D also finds that bringing video into her interview episodes makes the whole experience more engaging and enjoyable: “I enjoy being able to see the faces of the people I’m talking to. It gives me a sense of how the convo is going and how or when to shift the discussion.”4. Matty Lansdown Host of the How to Not Get Sick and Die podcast“Audio, I could do any time of the day… whereas with video, I feel like you’ve got to put a lot more thought into it.”When Matty Lansdown’s podcast hit a download plateau, he knew something had to change. Over the years, he’d established a loyal following, but growth had stagnated. “I hit a ceiling,” he said. “I bounce somewhere between 19,000 and 24,000 every single month with audio only.” At episode 230, Matty made the bold decision to introduce a video component to his podcast. The primary driver was the post-pandemic podcast listening dip: “I moved to video in an attempt to reach more people, realizing that COVID stopped a lot of people driving to work, listening to podcasts in cars and on trains as regularly as they were before.“Two years and 200 video episodes later, Matty admits he’s a bit underwhelmed by the results: “To be honest, from the data, it’s pretty uninspiring.” His YouTube channel has 800 subscribers, with 5,000 to 7,000 YouTube views per month. Decent, but not yet as transformative as he’d hoped.Biggest learning? Video and audio are very differentVideo podcasting proved to be far more resource-intensive than Matty initially anticipated. “The most time and most money that I spend is on video editors,” he explains. Where an audio podcast might take around 4 hours for him to produce, video editing( especially creating shorts) became a much more complex process.Matty’s biggest learning has been that video and audio are very different, and if you’re doing video you need to spend a lot of time and effort making it engaging. “You have to create engaging content just like you do with the audio podcast because otherwise, nobody will watch it,” he says. “Audio, I could do any time of the day… whereas with video, I feel like you’ve got to put a lot more thought into the visual aspect.” From l

Since 2017, Podnews has been an essential daily briefing for podcasters and industry folks who want to keep their finger on the medium’s pulse.But this newsletter and its companion podcast aren’t just brilliant sources of news, data, and analysis – they also make for a fantastic case study of creating content consistently over a long period of time.In this episode of Podcraft, I caught up with James Cridland, the one-man operation behind Podnews, to pull back the curtain on how he's built what might be the most consistent content machine in podcasting.We covered a lot of ground, from why James started Podnews in the first place, to why he chose to publish a daily briefing in both newsletter AND podcast form.We also talked about tools and workflows. You'll find everything James uses in this Podnews piece, but some notable picks for me are:The Lewitt RAY mic and Scarlett 2i2 interface - I'm a big fan of bothHindenburg PRO v2 as his software of choiceFreshRSS - an RSS reader to keep up with new articles and blog postsWe got into some of the more "human" aspects of putting Podnews together, too. How does James manage to take holidays while still publishing every day without fail? How does he handle negative feedback when writing about something not everyone will respond well to? And how does he maintain journalistic freedom when sponsors help pay the bills?Then there was the growth and reach stuff. How did he market Podnews in the early days? How did it grow, and was that growth slow and steady or 'spikey'?James also chooses to run Podnews largely by himself, where others in his position might look to build a team of employees. I asked him about his thought process there, and that led to a conversation about how he's thinking about eventual semi-retirement.All in all, this was a deeply enjoyable case study and a look under the hood of one of the industry's most prominent and prolific voices. So much so that I even manually wrote the shownotes(!!), and who even does that in 2025?Also mentioned: If you want free podcast coaching on a future episode of Podcraft, fill out this application form as soon as you can!

In this final episode of the SCALE framework series, we dive into the last two powerful growth strategies: Live & In-Person events and Email & Engagement tactics. Drawing from our recent experience at the London Podcast Show, we share how speaking at events, running booths, and recording vox pops can build genuine connections with your audience.We also explore nine proven email marketing and engagement strategies that turn casual listeners into loyal fans. From the networking magic of getting on stage to the owned-platform power of building an email list, this episode reveals why these "old school" approaches still outperform many digital tactics.Plus, we announce an exciting opportunity for listeners to get free podcast coaching on upcoming episodes - could that be you?MentionedGet free podcast coaching on PodcraftThe SCALE Framework: full guideSCALE Framework Notion checklistPodcraft Pointers newsletterHow to run a booth at an eventMaking a montage episodeEmail marketing for podcastersBest social media platforms for podcastersPodcast CTA best practicesQR codes for podcastersAnimate your podcastText-message marketing for podcastersWhatsApp promotion for podcastersHow to track your podcast reviewsAI tools for creating short video clips

Video takes up a lot of focus in the wider podcasting conversation. Do we need to work harder to shine a light on the benefits of pure audio?We spoke to a bunch of kind and patient people at The Podcast Show London who were happy to share their thoughts. Send us YOUR thoughtsJames Cridland - PodnewsAna Ratala & Alec Trunley - RedCircleJoel Pearlman - RiversideCarl Hartley - University of LeedsAbisoye Adelusi - A1 Content StudiosPete Donaldson - StakJay Nachlis - Coleman InsightsSarah Golding - Indie AFYoung Zhao - OpusClipLauren Passell - Podcast Marketing MagicNaomi Wing - Blueprint StudioJack Drury - ShureKaleem Willock - TipaltiLouise Lambert - Reviewed & ClearedGary Aylott - CaptivateTavia Gilbert - The Podcast AcademyJustin Jackson - TransistorIzabela Russell & Bethany Jane - Music Radio CreativeTodd Cochrane - BlubrryDan Kendall - Health Podcast NetworkFelix Trench - Wooden Overcoats Ian Prowse - VortexSarah McDowell - Podcast ConsultantClayton M Coke - The Cashflow ShowKevin Field - Think ListenerJeremy Enns - Podcast Marketing Academy