December 25, 2020
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
- Case’s 60 Day New Mindset Journal
Intro
- Case Kenny (T: @thecasekenny IG: @case.kenny) is the host of the New Mindset, Who Dis? Podcast
- Check out Case’s website and podcast page
- Check out these notes from New Mindset, Who Dis?
- Host: Louis Shulman (T: @LouisShulman IG:@shulmanlouis) and Kyle Bishop (IG: @thekylebishop)
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
- To create a loyal audience you need people to know who you are
- 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…
- Case encourages his large subscribers to listen to new episodes as they come out
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
