Episode 252 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Featured Guest: Seth Silvers
Seth Silvers has been a part of building brands since he was 16. Over the years he has had incredible opportunities to help purpose-driven brands build their businesses and market in authentic ways. Since launching in 2015, Seth has had the opportunity to build story-focused marketing and content campaigns for small businesses and Fortune 500 companies. His primary passions are understanding how to tell great stories in memorable ways and helping business owners see the stories and content they have that their audience wants to see.

Master Your Craft as a Host to Stand Out in a Saturated Marketplace

I used to think that hosting a podcast was as simple as hitting "record" and letting the conversation flow. Until I realized there’s so much more to it if you want to create a show that’s not just heard, but remembered.

In the early days of my podcasting journey, I figured showcasing valuable content and interesting guests would naturally set my podcast apart. Over time, though, I came to understand the intricate balance needed to truly make an impact in an increasingly crowded market.

And that's why my recent chat with Seth Silvers was incredibly eye-opening. Seth dropped some serious knowledge on how hosts can elevate their podcasts from "just another show" to standout content their listeners can't get enough of.

The Problem with Cookie-Cutter Content

One of the biggest issues Seth and I see today is the decline in podcast quality. With everyone starting interview-based shows, the market is flooded with subpar content. It's what Seth calls "crappy content," especially from businesses.

Why Interview Shows Aren’t Cutting It Anymore

Hosts often fall into the trap of thinking an interview format is enough to make their show interesting. But as listeners become more discerning, it's evident that just having guests isn't enough. An interview needs to be engaging, insightful, and unique to keep your audience hooked.

The Solution? Differentiation Through Unique Formats

Creating something memorable takes more than just plugging in a microphone. It requires thinking outside the box and adding a creative twist to your content.

So, What Can You Do?

1. Competitive Analysis
   This isn't just a buzzword. Truly understanding what other podcasts in your niche are doing can highlight gaps and opportunities for your own show. Seth suggests looking not only at what’s there but also what's not. Identify how top players structure their content, package their episodes, and engage their audience.
2. Master Your Craft
   Prepare for your episodes. It sounds simple, but thorough preparation can elevate a good podcast to a great one. Know your guests, craft meaningful questions, and delve deeply into subjects that matter to your audience.

Bringing It All Full Circle: A practical takeaway from our conversation is the importance of mastering your skill as a host. It's not about just showing up; it's about deeply understanding your guest, topic, and audience to facilitate conversations that offer real value.

Getting Deeper Into Competitive Analysis

Ever thought about competitive analysis before launching or even while running your podcast? If not, it's time to start.

Steps to Conduct a Competitive Analysis:

1. Identify Top Players in Your Niche
   Look at the top shows in your category on platforms like YouTube and podcast players. What are they doing differently? This can offer major insights into what's working.
2. Assess Content Structure
   Is there a common thread among the successful shows? Maybe their episodes have a specific flow or unique segments that keep listeners engaged.
3. Visual and Audio Quality
   Presentation matters. High-quality visuals and audio packaging often signal professionalism and can be a deciding factor for why listeners hit that "subscribe" button.

Listening to What’s Not There: It's vital to pick up on what your competitors aren't saying or doing. This can help you discover underexplored topics or fresh angles to present familiar stories.

Honing Your Host Skills: The Art of Mastering Your Craft

Great content is half the battle; the other half is you, the host. Insanely good hosts like Jordan Harbinger and Tim Ferriss aren’t just naturally talented—they work on their craft.

Practical Tips for Mastering Your Craft:

1. Listen to Your Episodes
   Self-review is non-negotiable. Listen to your episodes critically to identify areas for improvement.
2. Invest Time in Preparation
   Allocate at least 30-45 minutes per interview to get to know your guest's background, creating a customized set of questions that bring out their best stories and insights.
3. Create Friction to Filter Quality Guests
   Add more friction to your guest intake process. High-quality guests are willing to put in the effort, while subpar ones might drop off during this phase.
   
   

Raising the Industry Standard

Lastly, it all boils down to raising the bar. Would you listen to your own show? If your answer is no, your listeners probably won't either. Continually strive to improve and offer a show that you’d want to come back to.

Simple but Effective Strategy:

• Add friction to the booking process.
  Make it deliberate so that only dedicated guests make it to your final cut.
• Spend more time on fewer, higher-quality episodes.
  This ensures that every episode you put out will be one worth remembering.

Deploy these strategies and you’ll not only feel more confident as a host but also witness your podcast transformation into a top-tier show that stands the test of crowded marketplaces.

Remember, the journey to podcasting greatness is most definitely a marathon. But every bit of effort you invest today will undeniably pay off in the long run.