Let’s talk about podcast art. When it comes to podcasting, there are two primary types of graphics you should consider: Cover Art and Episode Art.
Cover Art: When you think of an album or CD you think of its cover. The artist is usually on the front with the title of their album. Cover Art for your podcast is similar in that it has your podcast name (logo) and some kind of eye-appealing design. Podcast Cover Art is the thumbnail image listeners will see when they scroll through podcast apps or like/subscribe/follow your show.
Episode Art: Episode art is an image that promotes individual podcast episodes—typically used for social media posts or email marketing campaigns. It takes aspects of your Cover Art branding, but the purpose is to promote individual episodes as opposed to the entirety of the podcast.
The design for these two types of art should differ slightly because the goals for each type of graphic are different!
This week we’ll be talking about Cover Art.
The goal of Cover Art is to catch a user’s eye quickly as they scroll podcast apps. The image is often small so should be easy to read and give someone somewhat of a sense of what they’ll get from the podcast.
Your cover art is an extension of what listeners can expect from your show. Spend some time creating an appealing graphic. While the saying goes “Don’t judge a book by its cover…” when it comes to podcast cover art and apps—if your art is ineligible, overwhelming, or erratic—potential listeners are going to scroll right on by.
The text on the graphic should be clear and minimal. Far too often, I see podcasters create cover art and try to put not only the title on the graphic but the subtitle and hostname too. It’s just too much—and likely, the text won’t be legible in apps. Keep the text to the podcast title and the host’s name, if the host is known or holds some kind of notoriety.
Contrasting Colors
Text and background should have contrasting colors so the cover POPS. Use a color wheel to find contrasting colors that complement each other. Here’s one I found after doing a quick search on the web: https://brightside.me/articles/the-ultimate-color-combinations-cheat-sheet-92405
Use graphics on the cover sparingly including photos of hosts and/or clipart/drawings. Oh, and if you can spare it, nix using a microphone or headphones on podcast cover art to symbolize your show is a podcast. If your cover art is in a podcast app platform, people realize it’s a podcast.
You can see some examples of cover art on my website here: https://www.darlenevictoria.com/podcast-services.
You’ll see that most follow the tips above and for the ones that are a little too wordy, you can see why I suggest minimalism is best! ;)
You can DIY or hire someone to design podcast cover art for you. If you go the DIY route, Canva or Adobe Photoshop are both valid design options.
You should also keep in mind the size specifications of the image—different apps have different specifications. But you can still create one image that should work for most. At minimum cover art should be 1400 x 1400 pixels and square.
Oh! And here’s some good news: you can update your podcast cover art at any time. If you re-brand or just decide the original design wasn’t showcasing what the podcast is about, you can change it up. Many podcast hosts make updating cover art fairly easy.
If you are currently designing cover art or amid a re-brand and looking for some feedback, you are always welcome to email it to me and I’ll be happy to offer some insight.
Podcast Faux Pas or Smart Business Sense?
Charging for podcast interviews, is it a podcast faux pas or smart business sense? I have much to say on this topic, so let’s jump in!
When first starting out, the time, energy, and economics of creating a podcast are more than one might anticipate. After some time, podcast hosts may start to feel overwhelmed and overburdened by the work without much payoff—either in growth or money. It is at this juncture that some decide to end the show (and that’s okay, but that’s a topic for another day) or figure out a way to monetize their podcast.
Let’s tackle the elephant in the room, real quick.
If you are an indie podcaster (e.g., not a celebrity or someone with 30K+ social media following) starting a podcast as an endeavor to make money, you are going to want to check your aspirations at the door. Yes, you can make money as an indie podcaster but it is often a slow-burn effort as opposed to immediately igniting the flames.
Alright, back to the original question at hand, when you get to the crossroads of podcasting that asks "How can I make money to at least cover my production costs?" the wheels start turning. And one thought that may pop into your head is "Should I start charging guests for their interviews? After all, they are using my platform as a way to promote their mission, product, book, or idea."
Not to sound all GenX here but, "Hold the phone."
Oftentimes when I am sending email pitches on behalf of my clients (to be guests on other podcasts) I’ll receive an email back that goes something like this: "Hi Darlene! We are so excited to learn about CLIENT NAME and their work! We’d love to have them as a guest. We charge a fee for production of their episode which is $250 (I once saw someone say their fee was $1,500). This covers the cost of production and promotion. We’d love to have them as a guest." At this point, my client and I are left with a bad taste in our mouths, and we graciously decline.
Here is my first hot-take.
When you set out to create an interview-style podcast your goal should be to find top-quality guests that bring engaging, thoughtful, and informative content to your audience. In exchange for them sharing their expertise on your show, you are producing an episode that is essentially a "best of" reel for their work. In my eyes, that’s an even exchange—their expertise + your production = podcast synergy gold.
With that said, I’ve had numerous conversations and consultations over the years with clients and associates alike who have brought up the idea of offering podcast services in which you interview someone about their product or service (for a fee) where they then get to retain the rights of the episode for their use as they see fit. Essentially, it’s like an old-school infomercial for their brand, but in podcast form. I often come back to the internal question, "Is this an ethically responsible way of using the podcast platform?" What do you think? I’d love to hear your thoughts. What do you think?
So, is there a right time to charge for interviews?
Here’s my second hot-take.
If you have a podcast and platform that draws in a large audience and/or a very niche audience, you can come up with some creative ways to monetize with your guests in mind (outside of Patreon, Substack, or similar).
Here are some ideas:
Create opportunities for guests you love where you can include pre-roll or mid-roll promo ads. These ads are offered at a nominal fee for inclusion or barter trade. This wouldn’t be a cold-call email invite! If during the interview you find you are truly digging their work, briefly mention that you have some fun sponsorship opportunities for fee or trade that you’ll send after the interview to peruse. However, they are under absolutely no obligation to participate or opt-in!
If you truly want to try the "Pay to play" model there is one way in which I think feels like smart business sense. Let’s say you are slowing down your podcast, but it still is growing and seeing huge numbers. But the cost of the podcast exceeds the current ROI (whether it’s time/energy, cost, or value to your work), you can create a "sponsor an episode" package where a guest pays a fee for their appearance. HOWEVER, you would personally reach out to individuals within your circle to extend the invitation. This would not be to random individuals, as you still owe it to your audience to bring on guests who are genuine, relevant, and authentic. If you open your interviews/podcast to anyone willing to pay, you run the risk of becoming a podcast that is ingenuine. The reason many podcasts are valued by their listeners is the closeness they feel with the host and their guests. When you start to devalue your listeners, you are well on your way to being part of the "selling out" crowd.
So, is charging for podcast interviews a podcast faux pas or smart business? I’ve shared my thoughts about what I think. I’d love to hear what you think. Share your thoughts!
Podcasting Tech Corner: Changing Podcast Hosts and Redirecting Your RSS Feed
I’m not going to sugarcoat this…when a client asks about changing podcast hosts, I always get a little anxious about the idea. No, my eye doesn’t twitch but I do think back to the days when changing podcast hosts and redirecting RSS feeds wasn’t commonplace. These were the times when shows ran the risk of losing subscribers. Yes, those same subscribers show hosts worked long, hard hours to nurture and grow as an audience base.
Some podcast history for how it used to be…
Many years ago, there were only a few podcast hosts in the industry—Libsyn, Podbean, and Blubrry—and not every podcast host is created equal. (Today, there are so many more options for podcasters.)
Fast-forwarding to how things are done today….
Happily, losing subscribers during a planned move is not as typical. However, if you do decide it’s time for a change and you want to move podcast hosts (which also means changing your RSS feed), there are some important points to consider as well as understand! It’s vital to have a plan and follow this plan so no one is left behind when you make the move.
Over time you may come to realize that the provider you are using just isn’t doing everything you want. So, you decide it’s time to move. That’s cool, but be sure you consider these things first:
Your RSS feed is the lifeblood of your podcast! It’s how people subscribe and what you submit to all podcast platforms for people to consume your episodes. When you move hosts, you will get a new RSS feed. The RSS feed is what was initially submitted to places such as Apple and Spotify. Right now, the feed is sourced/created by your current podcast host. If you move, you will get a new feed by the new host. Therefore, you will need to setup a permanent redirect from the old feed to point to the new one. By you, I mean with the help of your old and new podcast host. This is so that you don’t need to have to ask your listeners to re-subscribe to the new feed!
You must ensure that both hosts are on board (and have easy-to-contact support) when moving to another podcast host. Because nothing is worse than being in the middle of a redirect and hearing crickets from one (or both) of your podcast host providers. Some tech issues can happen (just because…tech), which is why I mention the importance of having responsive support to help and ensure you don't drop any podcast subscribers.
My recommendation is to keep your previous podcast host after you move for a limited time period. Most hosts have a basic plan you can utilize. For example, Libsyn has a $5 plan. So, if they were your old host, you could essentially drop to that plan after moving to ensure there is no loss of subscribers. Because even though the RSS feed was redirected when you move, some apps won’t update with the redirect right away (or at all—like with some of the smaller app services).
Other items to consider:
Does the new host have audio embed codes for you to use on your website? Again, not ALL hosts are created equal.
Does the new host provide basic and advanced podcast stats?
Some platforms might not be IAB Certified/Verified. Many of today’s podcast sponsors rely on IAB Verified stats. Some, such as Libsyn, do break out stats by unique downloads versus IAB. This might not be applicable if you don’t plan on opening your show to sponsorship opportunities. However, it is worth noting.
Understanding what kind of stats data the new host has available might be important so that you are aware as to whether or not you will be limited in what you can provide publishers, PR, or others for book or business deals going forward. If you cannot discern from a host’s website, before making the jump, I’d suggest emailing their support to ask!
So, if your show has outgrown your current podcasting host, go ahead and make the move. Just create a plan first and then follow your plan so no subscribers are left behind. And if you’d like a hand, I’m here for you to help however you may need.
Summer Shortcuts You'll Love
August has arrived and we’ve reached the middle of the summer season. I know, how did this happen so fast? With so many things vying for your time, I’ll keep this newsletter short plus give you three of my best shortcuts to maximize what you’ve been doing.
Let’s get to it…
Tips for improving sound quality that don’t have to "break the bank."
If you utilize the audio stripped from the Facebook Live or Instagram recordings, it will be of lower quality than using a standard podcast setup. If you can (while recording your live) set up your podcast mic plus open Audacity (or your preferred audio recording software) and record your audio portion. You will get a better-quality audio recording.
What to do if your podcast guest doesn't have a mic for the interview?
No worries. Ask the guest to reach for their Smartphone, open their voice memo, and record. Remind them to place the phone on their desk and not touch the phone until the interview is over. The phone's mic can pick up even small sounds.
Looking for ideas on ways to convert listeners to email subscribers? Here is one I think you’ll like:
Using Checklists: If your episode explains specific steps for doing something or explains a sequence for how to progress through something, these types of things are perfect for a checklist. Let your episode topic become the catalyst for creating a lead magnet.
I enjoy utilizing my best skills in order to help create good in the world. If you’re stuck and looking for some help, don’t hesitate to click Reply and start the conversation.
Podcaster’s Forward Movement Quick Tip: Styling Your Podcast Show Notes
This month, I am keeping things a bit short and sweet and sharing a Podcaster’s Forward Movement Quick Tip:
As I always emphasize, there are no rigid “rules” in creativity and podcasting. The most crucial aspect is to discover a style that resonates with you and your audience and then adhere to it.
However, it’s perfectly fine to venture into new territories. Once you find a method that clicks, stick to it to avoid confusion. And if you do decide to make significant changes, remember that clear, concise messaging is always vital. This helps your audience understand your intentions and shows respect for their time and attention, especially when changes are on the horizon!
How should you style your show notes?
Well, they don't have to follow a particular style! At a minimum, common elements to include are links to the resources mentioned in the episode. You decide whether or not to use bullet points or topic timestamps, long paragraphs, guest bios, photos, and more.
The one exception to the “How should I style show notes question?” is this: Always include citations/references for any research or sourced material mentioned in your episodes. This makes it easy for listeners to fact-check (if desired) and continue to read or do their research on the same topic(s) and shows appreciation and respect for the original content creator's work.
Next month, I’ll send out a free downloadable resource for all your podcast guest pitching needs! Stay tuned. :)
The Timing is Perfect: More Podcast Promotion Tips
It’s almost Spring in the United States! As a new season approaches, the timing is perfect to review what has been working and what has not. One area of podcasting many tend to focus on is promotion. What if your podcast marketing could be better? Are you reaching enough listeners or do you want more?
The truth is listener growth can often be slow. The caveat to this is if your show has a large following at the outset and/or a large marketing budget. For the majority of indie podcasters, the adage “slow and steady” wins the race is fitting and holds a lot of truth to it.
A steady output of quality content is a proven path to podcast listener growth over time.
Like Veruca Salt from the original Willy Wonka and the Chocolate Factory, who wanted a golden goose...you are probably reading this and thinking, “But, Darlene…I WANT IT NOW!”
I understand. Since I don’t want to see you fall to the same fate as Veruca, I’ve pulled together a few of my podcasting promotion tips in this month’s newsletter. As with all the information I share…none are hard and fast rules. Use my examples to inspire you (and your audience) and don’t shy from adding your own twist to make these your own. Go ahead, pick one (or more) give these a try.
1. Use the power of technology to your advantage! Texting and podcasting can be impactful marketing partners to boost your show’s reach. Imagine the increased number of listeners using smartphones you could reach if only you created a SMS channel for your podcast or brand. Yeah. Creating a way for these listeners to opt into news and information about your podcast via text makes sense! This article by Zapier outlines some of the SMS apps available today.
2. Don't skip including a call to action within each episode. Invite listeners to share the podcast or episode with a friend. Remind them to subscribe or follow. The call-to-action doesn’t need to be long-winded. Keep it simple. You can drop CTAs at any point throughout the episode. You don’t need to hold it until the very end.
3. Be a guest on other podcasts! This is one of the best ways to grow the reach of your show. Why? The most accessible audience to convert to listeners of your show are those already listening to podcasts. When you appear as a guest on another podcast and the host asks where others can reach you, invite the audience to listen to your podcast and connect with you there.
4. And lastly, remember this, it's not your job to be everything to everyone. Deliver your messages as genuinely as possible, and your people will find you. Guaranteed.
Some tried-and-true things will work when promoting your podcast, like guesting on podcasts or making complementary video content that gets many views (TikTok is great for this).
For other promotion ideas, it’s genuinely a Wonka moment in the making, “Take a look, and you'll see into your imagination...” Think up an idea, plan it out, and try it! And if that one idea doesn’t work as expected, mix things up. Or, in the famous words of Wonka himself, “Strike That. Reverse It."
You never know what will happen.
How I Launched a Podcast in Seven Days
Meaningful Podcast Guest Thank You Notes
How do you express gratitude to your podcast guests? In my new podcast, I explore how today’s insights shape our approach to life compared to past generations, focusing on parenting in the first season.
As I venture into this project, I've been contemplating how to enhance my appreciation for guests. In the past, I'd send a post-interview email, but this time, I want to elevate the experience. If you're in a similar position, here are some ideas to thank your podcast guests in 2024.
The Bronze Level Thank You: Immediately after the interview, send your guest a personalized thank-you email. Share key takeaways and make it genuine, avoiding generic templates. Remember, their time is valuable, so keep it short but meaningful.
The Silver Level Thank You: Beyond the email, consider sending a handwritten thank-you card. I've stocked up on bulk thank-you cards and, during the guest intake process, gather addresses. If feasible, design custom cards with your podcast's logo for an added personal touch.
The Gold Level Thank You: For those with a more flexible budget, why not include a small thank-you gift with the handwritten note? Create custom podcast swag like candles, mousepads, or pens featuring your podcast’s logo. If that's not your style, bulk purchase unique, show-themed gifts. I'm thinking of quirky water bottle stickers as a current idea.
Bottom line: Showing gratitude to your guests is crucial, and the approach should reflect your style. Streamline the process by having all necessary information and items readily available, eliminating the chance of forgetfulness or procrastination.
Podcast Launch Wisdom
I recently wrapped up a podcast launch. As I reflect on the project, I thought sharing some common things you might face when launching your next podcast might be helpful. So, I give to you:
Podcasting Launch Insights and Wisdom
Your podcast episodes are ready, you have your RSS feed set up, you are about to submit your show to podcast apps (like Apple and Spotify) and shout to the world, “My Podcast is live!!”
What you need to know: In some cases, newly submitted podcasts can take 3-4 days to appear in various podcast listening apps once submitted. As we head into December, it's also common for the approval process to take even longer due to the holidays.
Additionally, sometimes, there can be an issue with your submission that you’ll need to address before your show is accepted or approved. For example, if your podcast cover art does not meet Apple and other app specifications, you may need to fix it before getting the greenlight.
My advice: Submit your podcast to all of the apps at least one week before you wish to promote and officially launch your show. This way, you give yourself some breathing room to ensure all the apps have accepted your show and that all systems are go before you start sharing it with others.
During that one-week timeframe, you may start to see your show appearing on Apple, Spotify, and others - use this time to share it with close friends and associates, asking them to subscribe (or follow) and leave a review, if they desire. It's also a perfect time to ask for some early feedback from those you trust (Important note: Try to not allow feedback derail your launch. The great thing about podcasting is that you will most definitely improve as a podcaster if you keep at it - so keep at it).
What you need to know: While you may hear people say reviews matter and help increase the likelihood of getting into Apple's New and Noteworthy - it's not always the case. Apple doesn't specifically share its algorithm for adding to new/noteworthy, by the way.
My advice: Subscribers/followers and the number of listens certainly will rate higher than some random person leaving a review for the show. So, in your call to action prompts for your show - encourage subscribers first, shares second, and invite people to leave reviews last. Yes, reviews are still an excellent buy-in for those who want to see what others think before checking it out.
What you need to know: When submitting your podcast to an app for the first time, you'll need to have at least one episode published and live.
My advice: Create an introductory episode or a trailer for your podcast. This audio track is a great option to roll out during the podcast submission process. his allows you to share a little bit about what your podcast will be about and have your first episode done while still working on the rest of your launch tasks.
What other launch or podcasting questions do you have? I'd love to answer them in a future newsletter. Simply hit reply and ask away!
Oh, and one final piece of wisdom: I know it 's easy to get wrapped up in how many listens your new show gets. Don’t overwhelm yourself with that right out of the gate. My philosophy has always been this: If you’ve reached one person, you’re making an impact. You can only go up from there.
**If you want to launch a new podcast and work with me, please reach out. I only take on two launch clients each quarter to ensure they get my full attention.
Mid-Roll Ad Break Ideas
I’ve got an important question for you,
Are you giving your podcast listeners a break?
No. No. I’m not talking about pausing your show or taking a hiatus from podcasting. I’m inviting those with a long-form podcast, whether narrative, interview, or something in-between that is longer than 30-minutes to consider inserting a mid-roll break within the episode. When you intentionally plan to utilize ad breaks, you build in strategic moments to rest listeners' ears and take a little break.
These rest points allow poignant segments of the conversation to sink deeper and stick in the minds of listeners as well as allow one’s mind to catch up or pause to collect their thoughts.
If you are a show that doesn’t typically include sponsorship ads, you can still utilize a mid-roll break to your advantage. Use these breaks to highlight what you are doing or what’s important to listeners. (Keep reading because I’ll share ideas for what to include in a mid-roll ad break.)
Mid-roll breaks don’t need to be long-winded, nor do they need to encourage listeners to buy something. They can be anything you want them to be.
Mid-Roll Ad Break Ideas
Aside from actual sponsor ads, you can use a middle-of-the-episode break to:
Remind people to follow you on social media platforms.
Point them to a key resource or book. (Yes, you can include one of your affiliate items or promote something from your company/brand/podcast.)
Share about an upcoming event.
Recap important talking points.
Mention a free lead magnet.
Spotlight a key influencer others may benefit from following or subscribing to their newsletter.
Tease an upcoming show or future guest.
Promo Swap! This is when you record an ad or trailer for your show and then collaborate with other podcasters who also have a trailer/ad. They then promote your show on their podcast and vice versa. Pre-roll, mid-roll, or post-roll placement of a promo swap is an option to help promote your show and be an ear break for listeners.
Mid-roll breaks can be inserted sometime in the middle of the episode. An excellent position is typically AFTER a question is answered and BEFORE moving to the next question or segment.
Try using mid-roll ad breaks to see how your listeners respond. Be creative and try a variety of ads. Measure your responses via click-throughs or affiliate links, and see which interest points your audience is most interested in.
