Want to start a podcast? Read This First

With roughly five million podcasts out there, it might feel like its too crowded to make your mark. But the podcast market isn’t saturated – it’s specialised. And if you want to share deep insights and ideas, reach the a targeted and specific audience, and be known as a thought leader in your field, a podcast can be a powerful tool. 

Global podcast expert James Cridland, editor of Podnews, joined The Business Of podcast to explain how to cut through in this increasingly competitive space. His advice?

“Make sure you understand why you’re doing a podcast. To earn some money is not a good enough reason. You’ll earn money because you’ve got lots of people listening... You’ll have lots of people listening if it's helpful to them, if it changes their mind about something, if it educates them about certain things.” 

Over time, consistently valuable episodes build trust. And trust builds influence. But strong content alone isn’t enough. A clear podcast title, eye-catching artwork, and smart promotion all play a part in getting your podcast in front of the right people. As James puts it, “You can have the world’s best show, but if no one knows about it, you’ve got a problem.” 

For more tips on making your podcast stand out, check out James Cridland’s episode of The Business Of. Listen to it now in your favourite podcast app or using the player below. 

The Business Of is a Deadset Studios production for the UNSW Business School, hosted by Dr Juliet Bourke.