Podcasting Defined: What’s Real, What’s Not, and Where the Money Is with Paul Colligan

Update: 2024-10-17

Description

Matt Levine talks to Paul Colligan, author of the #1 Top Selling "How To Podcast" and CEO of The Podcast Partnership – where he helps people monetize their audience through podcasting.

They discuss the evolution of podcasting, ways to make a living from your podcast, and how to give your audience value in exchange for their attention.

Guest Paul Colligan shares his podcasting journey from the year 2000--and how his company, Podcast Partnership, partners with people to help get their podcast out the door.
Paul starts the conversation by describing where we’re at in the podcasting lifecycle and whether it’s too late to start a podcast.
He believes that although there's a bit of confusion about what podcasting really is, there's still a lot more money in it.
Paul and Matt cover how AI is changing the podcasting landscape.
According to Paul, AI is here to stay, and although podcasts will not be replaced with AI podcasts, they will be replaced with podcasts that use AI.
For Paul, a podcast is a transaction--you trade value for attention. You give somebody value in exchange for their attention.
Paul explains how different types of podcasts make money--and the numerous ways you can make money from your podcast.
Paul and Matt break down the attention war and how other podcasters, Netflix, political parties, media outlets, social media sites, companies, and individuals want a share of your audiences’ attention.
To be successful in podcasting, all you have to do is to be better than drive time radio.
When solving a problem, people want the most convenient solution in the market. It doesn’t matter if you’re better, cheaper, or just average. You will get customers if you’re convenient.
Paul explains why discoverability is crucial for podcasting success. Your podcast needs to be discoverable so that you can be found by the people who are actually looking for you.
Paul and Matt talk about the main objective of podcasting and why the primary goal of all podcasts should be getting customers, not getting crazy numbers like Joe Rogan.
Paul explains the difference between downloads and consumption.
According to Matt, it’s unfortunate that most marketing spend in the world today is on stuff that can't be tracked.
Paul shares his thoughts on podcast trackability and the only metrics that matter for podcasting success.
Paul talks about where the podcast landscape is right now, where it will be in the next seven years, and how to win in the future of podcasting.
Matt shares what the audience can expect from season two of the podcast--and the type of guests he’s looking for.