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.

Mentioned in This Episode:

Paul Colligan on X

How To Podcast Volume 4.0 by Paul Colligan

Podcast Strategies: How to Podcast - 21 Questions Answered by Paul Colligan

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