Imagine pouring your heart and soul into a podcast for two years, releasing nearly 80 episodes, and expecting your audience to skyrocket, only to find that you had been chasing the wrong metrics.
That was me.
But my story isn’t about failure; it’s about how I turned those missteps into valuable lessons and ultimately found success in the exciting, challenging, and at times, perplexing world of podcasting.
In early 2019, I started with a dream, much like any indie podcaster.
I’ve planned and released a show for my recommendation platform Shelfd. For 79 episodes, I put all my love for pop culture and streaming into the podcast. At first behind the mic and later in the role of the product owner.
Hoping for the format to resonate deeply with our existing audience and boost memberships.
After releasing three seasons and pivoting just as many times, I found myself at a crossroads, stuck at a maximum of 500 listeners per episode. I couldn’t help but feel like I was falling short of my expectations.
It was a moment of reckoning, a realization that something needed to change.
By the end of 2021, I made a difficult decision and paused my podcast.
My Evolution to Distribution Strategist
This pause was my gateway to introspection and strategy, setting the stage for a transformation that speaks both to my soul as an indie creator and to my brain as an entrepreneur.
I started to collect hands-on growth tactics in my notes app which eventually became a full-size knowledge hub with +150 marketing methods for podcasts of all kinds.
By 2022 and way into my curation era, I had a revelation.
I had been looking at the wrong metrics all along.
While my downloads didn’t match my initial expectations, I had succeeded in ways I hadn’t even recognized. My podcast had garnered trust among its listeners, and its brand reputation was solid.
In my quest for sheer numbers, I had missed the essence of what makes a podcast truly successful – the deep connection with the audience.
This was a turning point in my journey. It filled me with newfound purpose.
I realized that my experience was not a failure but a crucial chapter in my evolution as a distribution strategist and growth hacker.
And I learned the hard way that success in podcasting goes beyond vanity metrics; it’s about building trust, nurturing a loyal audience, and establishing a strong brand reputation.
Armed with this insight, I set out to launch 🎚️ St. Audio in 2023.
My mission was to empower podcasters to do better. And still is. Like merging the heartfelt authenticity of indie creators with the strategic prowess needed for brand podcasts.
I am here to ensure that no podcaster chases the wrong metrics and that every podpreneur-to-be discovers the true essence of what success means to them.
About St. Audio
St. Audio isn’t just a platform; it’s a bridge between two worlds. Here, indie podcasters find the tools to transform their passion into a sustainable business, while big brands learn to infuse their content with the authenticity and engagement often found in indie podcasts.
In the past year, the fruits of this mission have been remarkable.
With the St. Audio 🎛️ Studio, an AI-supported knowledge hub, I’ve had the privilege of helping 100+ podcasts with unique industry insights.
We’re continuously learning about the most effective tactics for each growth phase through real-life experimentation and tracking of milestones. The collected data fires our AI assistant. Like a flywheel of success stories.
So instead of doing the growth thing once, I managed to do it 100+ times (and counting). Not bad at all.
If you understand German, you’re more than welcome to set up your show for success too.
💡 We plan to add an English version in late 2024.
During our beta test, I met with both enthusiastic indie creators and forward-thinking brand podcasters, each sharing their unique stories and aspirations.
The fun part is that many of them would like to step in the other groups’ shoes:
- Big but boring brands want to do cool stuff, get shared, and influence like an indie podcast.
- Impassioned but isolated indies want to build a business around their beloved show and go full podpreneur.
One of my proudest accomplishments is to create a powerful framework that blends both indie passion with brand power into one.
It starts with understanding the soul of each podcast and continues with aligning them with strategic growth paths.
No matter if you’re brimming with raw passion and creativity, or seeking to redefine your influence in the industry.
Unlock your high-impact distribution strategy here.
(Get the month off to a flying start with the 🎒 Action Plan Workshop.)
Between the Mics
As I reflect on the past four years, my heart swells with pride and joy. It’s a testament to the power of learning, adapting, and bridging gaps.
Whether you’re an indie podcaster with a story to tell or a brand looking to make a genuine impact, your journey is important. Together, we’re not just creating podcasts; we’re crafting legacies of connection, trust, and transformation.
So, if you’ve ever felt discouraged by the numbers, remember my story.
Success isn’t measured in listeners alone; it’s measured in trust, reputation, and the lasting impact you make on your audience.
Let’s light up one pair of ears at a time.
Oh, and I’m more than excited to continue my podcast in 2024 as well with a new twist to it. Because now I know I should focus on the things others don’t, won’t, or can’t. 🎧 Stay tuned.
