how to podcast.
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A little help finding your next step

What are you working on?

A few good places to start.

Start hereWhat is a podcast?A plain-English definition: episodes, the RSS feed, subscriptions and how a podcast differs from a video or a radio show.Start hereA short history of podcastingFrom RSS enclosures in 2000 to iTunes support in 2005, the long quiet years, Serial and the video-podcast era.Start hereSeven reasons to create your own podcastWhy people start shows: expertise, community, a voice, teaching, business, creative practice and long-lived archives.PlanHow to podcast: the four PsThe whole process in four stages: plan, produce, publish and promote. Start here if you want the map before the steps.

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Promote

GUIDE 17 OF 17

How to grow and monetize a podcast

Honest ways to find listeners and, later, earn from a show: consistency, guests, clips, newsletters, sponsors and support.

Updated

Promotion is the fourth P, and it never really ends. Most shows grow slowly, through steady publishing and word of mouth rather than one viral moment. Here’s what reliably works, then how shows earn money once they have an audience.

Growing your audience

Make it easy to recommend

  • A clear, specific premise: listeners recommend shows they can describe in one sentence.
  • Consistent quality and a consistent schedule. Publishing on the same day builds habits.
  • A strong first five minutes in every episode: new listeners decide quickly.

Go where listeners already are

  • Guest on other podcasts in your niche. Their listeners already listen to podcasts.
  • Invite guests who will share the episode with their own audiences, and make sharing easy for them with links and a short clip.
  • Swap promos with similar-sized shows: a 30-second recommendation in each other’s episodes.
  • Post short clips (audio with captions, or video) where your audience spends time online.
  • Join communities as a member first, and share episodes only where they genuinely answer a question.

Keep the listeners you get

  • Ask for one thing per episode: a follow, a rating, or a share with one friend.
  • Start an email newsletter. It’s the one channel you own regardless of app or algorithm.
  • Read out and answer listener questions; people return to shows they’re part of.
  • Publish an episode page on your website with show notes and a transcript, so search engines can send you new listeners for years.

Monetizing a podcast

Most income options need an engaged audience first, but a small, focused audience can be valuable. In rough order of when they become realistic:

OptionHow it worksWorks best when
Your own products or servicesThe show promotes your business, course, book or consultingFrom episode one
Listener supportMemberships, donations or bonus episodes for supportersYou have loyal regular listeners
Affiliate linksA commission on products you recommendYour show reviews or teaches with tools
Direct sponsorshipsA company pays for host-read adsA defined niche audience and steady downloads
Ad networks and programmatic adsYour host or a network inserts ads automaticallyLarge download numbers
Live events and merchandiseTickets, shirts, mugsA strong community and identity

Be transparent. Clearly say when something is an ad, a sponsored segment or an affiliate link, both in the episode and in the show notes. Advertising rules in many countries require it, and listeners trust you more for it.

Measure what matters

Track downloads per episode after 7 and 30 days, how many episodes new listeners go on to play, and where people say they heard about you. Compare against your own past episodes rather than other shows.

That completes the tutorial. Go back to the four Ps overview, or try our free podcasting tools.