Two Content Strategies for Podcasters who want more clients.
Hey Pod Pals!
This newsletter was lovingly curated (without the use of any AI) in real time on Thursday morning at 9:23 am CST.
School has officially started here in Missouri and the family schedule has officially become CRAZY!
The new morning routine has delayed my newsletter writing start time today, but I'm sure I will be back in rhythm by next week!
Before we dive into this week's topic.... ⤵️
Next week I'm hosting a FREE 90 minute workshop about how to convert podcast listeners into paying clients.
Date: Wednesday, August 27th.
Time: 2:00pm EST
Who this is for?... Any online business owner that wants to learn how to use their podcast to get more clients.
Grab a seat for the live workshop
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This week we are going to talk about two content strategies that I WISH I knew of back in 2015.
When I launched my first podcast in 2015 I was in the same boat as many podcasters....I was basically just scrambling to put out ANY content at all.
As I drove the podcast struggle bus for my first three years I picked up a few things along the way that eventually became two very effective content strategies:
➡️ 1. My 2/3 Content Rule for Expert Positioning.
➡️ 2. My 1/3 Strategic Interview Rule.
The use of these two content strategies played a HUGE role in my transition from having a podcasting HOBBY into having a podcasting BUSINESS.
Today I'm going to unpack each of these content strategies and show you how you can use them to:
😎 Position yourself as an expert in your niche.
📈 Grow your audience.
💰 Get more clients from your content.
Let's start by diving into my 2/3 Content Rule for Expert Positioning:
This strategy will help you overcome two BIG podcasting problems:
❌ Problem One: You aren't converting listeners into paying clients.
CAUSE: By doing mostly interview based content your audience does not see YOU as the expert. They see you as the person that INTERVIEWS experts.
They will not buy from you if you have almost zero expert positioning within your content.
❌ Problem Two: You are burning out from spending way too much time on log form content (interviews).
CAUSE: You are spending at least an hour doing the actual interview, then you add in editing time/cost, then you add in the stress of finding quality guests for weekly episodes.
You will solve both of these problems by using my 2/3 Content Rule for Expert Positioning which states that 2/3 of your total content must feature YOU as the expert.
This means you need to start doing:
🎯 Short solo episodes...usually in the 10-20 minute range.
🎯 Coaching or Case Study episodes where you invite a podcast listener or a client onto your show and you coach them.
This strategy allows you to be MUCH more efficient with your time AND you are now positioning yourself as an expert on your own show.
In the 60 minute time block that you used to use for ONE interview episode you can now batch record two to three solo episodes.
When new listeners subscribe to your show they are now able to binge backwards and listen to episode after episode of YOU teaching and coaching......
which gets them thinking that YOU are the person they want to hire when they are ready to invest in solving their big problem.
Now let's dive into my 1/3 Strategic Interview Rule:
Repeat after me Pod Pals: "I do NOT have to accept ANY guest that sends me a pitch email!"
Confession time...
I LOVE being a podcaster, but I absolutely HATE getting 12-15 spammy podcast guest pitch emails in my inbox every day that start off with lines like these:
❌ Dear Amanda...
❌ Dear (insert podcaster name here)...
❌ I love your show (insert name of show here)....
❌ I'm a world famous DENTIST and I'd love to be on your show to talk about how similar dentistry and podcasting are......
To be honest....I don't even open pitch emails anymore.
I just pull them directly into my SPAM box and do my evil laugh as I imagine how much this hurts their email open rate...buahaha!
One of my friends was telling me how frustrated he was with all the pitch emails and I told him to start replying that he charges $10,000 per guest and they will stop emailing him....LOL.
👉 So what's the purpose of the above rant?
Don't be the podcaster sending the spammy pitch emails..
AND don't be the podcaster that gets guilt tripped into accepting these terrible fit guests!
Let's dive into my 1/3 Strategic Interview Rule and go through how to leverage this rule to get GREAT fit guests for your show and also get booked on other shows yourself!
The 1/3 Strategic Interview Rule states that our goal is to leverage 1/3 (or less) of our episodes to create Strategic Interview content.
Before I invite someone onto my show I have TWO important questions that I use as a filter:
1. Will this guest deliver highly valuable content for my audience?
If they can't deliver value to my audience they don't get to sit in the guest chair!
2. By making this connection what is potentially in it for ME and my BRAND?
This is the question that most of you are not asking.
Some of you might feel weird/selfish asking this, but I'm going to ask you to start thinking more strategically!
Before I invite someone to be a guest on my show, I try to see the potential benefits for me by making this connection, creating the content together, and starting to build a relationship.
I'm hoping for things like:
🏆 Getting invited to be a guest on THEIR show.
🏆 Email list/Newsletter promo swaps.
🏆 Social media collabs.
Now the next really smart question that I know you are all thinking is..."Where in the HELL do you find these people?!!!"
Right now here is where I'm finding most of my guests:
1. Each month I look through the Top 200 charts in the Entrepreneurship category for Apple and Spotify.
I try to find a few shows that I think I would be a great fit for and I start downloading a few episodes to see what topics the host teaches about.
By networking with Top 200 ranked podcasters this creates an opportunity to potentially be guests on shows with at least a decent sized audience.
2. I follow interesting potential guests on social media and start consuming their content (and I usually sign up for their newsletters).
I've found a couple of GREAT FIT guests just by discovering someone from content they posted on Threads.
Here's a great example of this Strategic Interview Rule in action:
Earlier this year I started following Abigail Peugh on Threads.
Her content on social media, online business, and digital marketing is GREAT!
I knew she would deliver great content on my show and I knew I would be a great fit guest for her show as well.
I reached out to invite her to do an interview on my show and she crushed it.
She also invited me to be a guest on her show (see how that worked out???)
I went on her show and did my thing and gained a nice chunk of new audience members and TWO brand new clients (so far) that found me from being on her show.
Let's address ONE more roadblock: I know that some of you have now bought into these two content strategies BUT...you have a crap ton of interview based content already recorded......what do you do???
Here's what I suggest:
✔️ 1. Send an email to any guests that have unreleased episodes to let them know that you are shifting your content strategy a bit which will end up delaying their interview release........this isn't a big deal Pod Pals!
✔️ 2. Start establishing the 2/3 Content Rule first with solo and coaching episodes.
✔️ 3. STOP accepting any guests that do not fit the 1/3 Strategic Interview protocol.
✔️ 4. Start networking with ideal fit potential guests and invite a few onto the show....prioritize releasing these episodes over the ones that are back logged.
I realize that this will stress some of you out....we will get through this together....I promise.
Your content release schedule might look something like this:
Week 1: Solo episode.
Week 2: Coaching episode.
Week 3: Shiny New Strategic Interview
Week 4: Solo episode
Week 5: Coaching episode
Week 6: Old dusty crusty interview
Eventually you will have released all of the old dusty crusty interview episodes and your content moving forward will be fully optimized!
If you need a little help with being more strategic with your content this is a great place to start!
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🤩 Client Testimonial of the week: My client Tim Delaney has a NEW show called Business Buying for Financial Independence.
Check out what he has to say about working with me to get his show launched:
"Launching a podcast was an idea I've had for years, but hiring Adam was the push that I needed to get it over the finish line. What would've normally taken me months, took just a few weeks to get going. Adam provided all of the resources and support I needed to get launched. I've already seen great success in the number of downloads with the first few episodes!"
➡️ Ready to get some help with your podcast launch, growth, or monetization strategy?
Hop on my Podcast Profit Potential Discovery Call Calendar.
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New Content for this week:
🎙️ Podcasting Business School EP 583: Podcast growth & listener to client conversion tips.
In this live coaching episode you are going to get strategies for both GROWTH and MONETIZATION!
✍🏻 SuperThread Of The Week: Most Podcasters think their show isn't growing because they aren't doing enough to promote it. It's actually the OPPOSITE. Podcasters are trying to do way too many things. Here are a few suggestions from a full time podcaster.....
🔬YouTube Podcast Growth Audit VIDEO: In this video I do a Podcast Growth Audit (about 6 mins) and I show you how to use my Quick & Dirty Podcast Rebrand technique.
📝 Substack article of the week: Why I ditched video based podcast content in 2025.
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Talk to you next week!
Your Pod Pal,
Adam
⭐️ P.S. Ready for some help with your podcast launch, growth, or with getting more clients from your podcast?⭐️
Sign up for a FREE Podcast Profit Potential Discovery Call.