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Launching & Running A Successful Podcast With Simon Thompson [Episode 31]


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With 18.5 million podcast episodes across 500,000 active shows, I think it's fair to say that podcasts are a pretty big deal.

Podcasters around the world are combining education and entertainment to promote and grow their business.

We caught up with Simon Thompson from Content Kite to get his top tips for starting a podcast…





  • I tend to think of it more as an orbit.
  • So rather than a funnel where you have a traditional step where you might have top of funnel content, then retargeting content, then upsell content.
  • I think a podcast is more like an orbit, so at any time in your funnel, someone could be listening to that content.
  • Having somewhere that people can listen to you, hear your voice and hear your opinions on things at all times is really important.
  • So, a podcast fits around all the stages of a marketing funnel and it’s also really great for keeping existing customers engaged.





  • One thing I would say is that the main differentiator of any podcast is going to be your personality and perspective on things.
  • So, it’s really about the quality of the content but you’re also able to amplify your personality because people can actually hear your voice.





  • The best way it actually to just look at other podcasts and go through to see which of those are relevant to your own podcast.
  • Doing this pre-qualifies them as people who are able to speak well on a podcast and it means that they are probably likely to accept invitations.
  • The important thing to remember is that if you have a podcast, you have something to offer someone in the form of a platform. People can position themselves as an authority to your audience and that’s what people want.
  • If you’re going to reach out through email a great subject line to use is ‘Can We Feature You [NAME]’ and this one gets a crazy high rate of people accepting the invitation.





  • So, podcasting is a notoriously difficult channel to track rigorously. There aren’t really any solid analytics out there but there are certain things you can do.
  • Use a redirect URL that is unique to the podcast so that you can track how many people go to that URL. That way you know that only people listening to your podcast would know that URL and it gives you a good idea of how many people are listening.
  • You can also use the podcast to get people to go to a landing page and sign up for your email list or buy into an offer. Those are things you can definitely measure.





  • This is a bit of a cheeky one but just ask your family and friends. Those iTunes reviews do actually make a difference so the more you can get the better.
  • Another easy one is simply asking each guest that comes on your podcast to leave a review.
  • Then you can ask your listeners to leave you a review if you ask each episode then people will start posting reviews for you.
  • I’m making this sounds way easier than it actually is, but it’s worth it!





  • Starting your show with a few episodes off the bat and getting ratings and reviews is always a great start.
  • But the single best way that I’ve found is to just ask every single guest that comes onto the show if they will promote it to their audience.
  • They look good by being on your podcast so typically they’re more than happy to share it with their audience, whether that’s a social following or a big email list.
  • You can also run paid traffic or pay for subscribers, but that way isn’t really as effective for getting traffic.






A book that you would recommend…
Work The System by Sam Carpenter

What is your top success habit?
It’s actually exercising on a regular basis, it makes me much more focused and motivated.

Who do you look up to?
Elon Musk, that guy is just a machine!

What are your favourite apps right now?
I use an app called Wordable a lot. It transfers Google docs to WordPress seamlessly and really quickly.

Here’s the big one…who do you like more, Rob or Kennedy?
It’s gotta be Rob.

Finally, where can folks go to find out more about you?
We’ve put together a full course on how to start a podcast which you can grab at contentkite.com/3M and find out more about what we do.

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