Case Kenny | Grow Your Podcast Audience Summit with Louis Shulman and Kyle Bishop

Check out the Louis and Kyle Show Podcast Page

Key Takeaways

  • To create a loyal audience you need people to know who you are
  • Case Kenny aims to create content that resonates on a deep emotional level
    • The self-development niche is already great for this
    • He enriches this by sharing his personal stories and struggles (instead of being preachy unlike some self-development gurus)
  • Many podcasts struggle to grow because they rely too much on their guests
    • By not relying on guests, Case was forced to focus on himself and double-down on content quality 

Key Products Mentioned

Intro

Most Effective Marketing Platforms to Grow Your Audience?

  • Case uses a combination of Instagram and email
  • Instagram to build his brand
    • To create a loyal audience you need people to know who you are
      • Instagram helps listeners to relate and get to know the podcast host
      • Case’s call to action is often “DM me on Instagram”
    • Sharing impactful quotes on Instagram has been effective at propelling growth
  • Email to drive traffic
    • Case encourages his large subscribers to listen to new episodes as they come out
      • The emails he sends are exclusively focused on the podcast
      • No promotion, advertising, etc…

Underrated Tactic to Attract Listeners

  • Case doesn’t have guests on his show (he only had 2 in over 240 episodes)
    • Many podcasts struggle to grow because they rely too much on their guests
    • By not relying on guests, Case was forced to focus on himself and double-down on content quality 
      • Listeners notice this and tend to connect with Case at a deeper level
  • Case collaborates with DJs and music producers to create unique mindfulness meditation tracks
    • This allowed him to attract new audiences from Spotify

Converting Listeners into Fans

  • Case aims to create content that resonates on a deep emotional level
    • The self-development niche is already great for this
    • He enriches this by sharing his personal stories and struggles (instead of being preachy unlike some self-development gurus)
      • Listeners can connect with him more deeply
  • Case always responds to DMs and other messages that he receives
    • He initially shared his phone number for listeners to reach out to him
  • He tries to make people actively engage with his podcast
    • Often podcasts are seen as a passive thing you listen to while doing other things
    • Case turns this around by engaging his audience to be active, take notes etc.
      • The guided meditations are a great example of this
    • Even the physical products that he sells are half books, half journals
      • The reader is encouraged to write his thoughts

If You Were to Start Your Podcast Again, What Would You Do Differently?

  • When he started, Case was creating and releasing content too quickly (3 episode/week)
    • Releasing a new podcast felt good because on the day you release it you get more downloads
  • If he could start again, he would first create a “content bank” by doing 2 episodes per week
  • Then, he would focus on quality and distribution a lot more
    • Even if that meant only producing one episode per week

If You Had $1,000 to Promote Your Show How Would You Spend It?

  • Case says that he hasn’t found a successful paid marketing strategy for podcasting
  • He would probably use the money to sponsor his show on a popular email newsletter with a similar audience
  • Alternatively, he would do a giveaway that’s very closely aligned with his podcast
Audience Summit : ,
Notes By Giorgio Parlato

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