I recently launched my own podcast, The Publishing Performance Show, about how you can make more money self-publishing books. In just the first 14 days, I racked up 417 downloads across podcast platforms and another 150 views on YouTube. Since then the show has become a top 5% podcast in the world, I have had tens of thousands of downloads, loads of new followers on socials and I have created a way to drive traffic to my site.
Below is a detailed roadmap of everything I did—from gear and hosting to planning, marketing, and beyond.Â
Here’s how I did it, I hope you find it helpful!Â
BTW, if you want me to do all this for you, skip this part.
Why start a podcast
If you’ve been on the fence about podcasting, here are a few reasons why it’s such an awesome medium:
- Build an Audience: Reach people who prefer audio or video content over reading blog posts.
- Network & Collaborate: Interview guests, make industry connections, and learn from others in your niche.
- Showcase Expertise: Whether you’re an author, entrepreneur, or hobbyist, a podcast can establish you as a go-to resource. This was my main aim
- Monetization Opportunities: From sponsorships to affiliate marketing, a podcast can generate income once you have a loyal listener base.
- Evergreen content: People still listen to my podcasts from months ago.Â
- Fun! Its been really fun chatting to people and getting to knwo what makes them tick.Â
In my case, I’m immersed in the self-publishing industry, so a podcast was a natural way to share conversations with fellow authors and experts.
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Introduction
My podcast, The Publishing Performance Show, focuses on self-publishing. I’ve interviewed authors, industry professionals, and other experts to shine a light on everything from writing strategies to book marketing tactics.
- Currently Live: 5 episodes
- Recorded & Ready: Another 15 episodes
- Guests Booked: 20 more lined up
I’m sharing all my steps, costs, and tools here so that anyone thinking about launching a podcast can learn from my approach—without feeling like you have to figure it all out alone.
Step by step guide
Planning your podcast
Before you buy gear or start recording, spend some time clarifying your plan:
- Define Your Topic/Niche
- Who is your audience? What unique angle or value can you offer? In my case, it’s self-publishing.
- Choose a Format
- Will you go solo, do interviews, or have a co-host? My show is mainly interview-based.
- Episode Structure
- How long will episodes be? Will you have segments or follow a loose Q&A format?
- Consistency
- Decide on an upload schedule (weekly, bi-weekly, etc.) so listeners know when to expect new content.
This planning stage can save a ton of headaches down the line—so don’t skip it!
Equipment
I wanted decent audio quality without dropping a fortune. Here’s what I use:
- Microphone: Samson Q2U ($100)
- This mic can connect via USB or XLR, giving you flexibility if you decide to upgrade your setup later.
- Headphones: Sony MDR 7506 ($100)
- Industry-standard for a reason—comfortable and accurate sound.
- Webcam: Razer Kiyo ($45)
- Built-in ring light (though autofocus is so-so). Great value for the price.
- Lighting: A softbox ($40) plus some Ikea lights ($50 for two).
- Good lighting is crucial if you’re recording video for YouTube or other platforms.
Recording software
Tool: Riverside.fm
Cost: $24/month
I use Riverside.fm for recording both audio and video. It saves each participant’s audio and video locally in high quality, which is a step above standard video call software. Perfect if you plan to upload to YouTube or want crisp audio tracks for editing.
Tagging and exporting your MP3
Once your recording is done, you’ll need to export the file in a podcast-friendly format (usually MP3). Here are a few steps I follow:
- Use Software (e.g., Descript or Audacity) to Export
- Choose the “Export as MP3” option.
- Tag Your MP3 (ID3 Tags)
- Title, artist name, episode number, and episode title.
- Cover Art
- Some apps display the episode’s artwork if you embed it. I usually embed my main podcast cover art so everything looks consistent.
These details can help your show look more polished on various podcast players.
Submitting to directories
Buzzsprout automates some of this, but you’ll still want to make sure you’re listed in all major directories:
- Apple Podcasts
- Go to Podcasts Connect, log in with your Apple ID, and submit your RSS feed. Approvals can take a few days.
- Spotify
- Use Spotify for Podcasters. Paste in your RSS feed, verify ownership, and you’re set.
- Google Podcasts
- Submit via the Google Podcasts Manager.
- Other Platforms
- Stitcher, iHeartRadio, Amazon Music, etc. The more, the merrier—some hosts integrate these directly.
Website setup
I already had a personal website, so I hired a web developer/designer (found originally on Fiverr) to create a dedicated podcast page.
- Cost: $150
- Why: A central spot to send visitors. They can learn about your show, see episode lists, and choose their preferred listening platform.
If you don’t have a website, you can build a simple one using platforms like WordPress or Squarespace—or rely on your podcast host’s free site to start.
Intro music and artwork
- Intro Music: Purchased on Fiverr for $100.
- Custom music helps you stand out and sets the vibe from the first seconds.
- Podcast Artwork: Also $100 via Fiverr.
- Eye-catching cover art is critical for grabbing attention in crowded podcast directories.
Make sure your artwork meets Apple Podcasts requirements (usually 3000 x 3000 pixels) and looks good in smaller, thumbnail sizes.
Finding guests
My podcast is interview-based, so here’s how I line up guests:
- My Own Network
- Since I’m in self-publishing, I reached out to colleagues.
- Matchmaker.fm
- Decent, but a mixed bag in guest quality.
- Podmatch.com
- Generally higher-quality guests.
- Conferences/Trade Shows
- Speakers are often open to guesting on relevant podcasts.
- Social Media
- People posting about a topic often want to expand their reach and are happy to appear.
Launch strategy & marketing
Pre-Launch Prep
- Build Excitement: Tell friends, colleagues, and social media about your upcoming show.
- Batch Record: Having multiple episodes ready ensures you can launch with more than one episode and maintain consistency.
Launch Day Tips
- Encourage Ratings & Reviews: Ask your network to rate and review on Apple Podcasts—it helps with ranking.
- Email List (If You Have One): Send a blast announcing your first few episodes.
Social Media Teasers: Short clips or audiograms can entice people to listen to full episodes.
Editing & production
Editor: I hire a podcast/video editor from Upwork for $600/month. She uses Descript ($24/month) for:
- Audio Cleanup: Removing long pauses, “ums,” and other filler.
- Video Editing: Adding transitions, text overlays, or logos for the YouTube version.
- Consistency: Making sure intros/outros are balanced with the main audio.
Why Outsource?
It frees me up to focus on content creation and interviews—while ensuring a polished final product.
Social media and promotion
- Reels & Clips: My editor makes Instagram reels and quote cards in Canva.
- Guest Promotion: I send these promotional assets to guests so they can share with their own audiences.
- YouTube Uploads: So far, about 150 extra views—nothing huge, but it’s an additional avenue for discovery.
Pro Tip: Even small efforts on social can help you find new listeners, especially if guests share your episodes with their followers.
Project management
- Asana (Paid): $27/month for me, my editor, and my (nosey) spouse.
- Why: I created automations and email templates for scheduling, file handoffs, and sending social media assets to guests.
- Google Drive & Gmail: Storing files and sending out standard guest invite emails.
This helps keep me organized, especially with multiple guests and episodes at various stages of production.
Stats and early results
After 14 days live:
- 417 downloads across podcast platforms
- ~150 views on YouTube
- 5 episodes published
- 15 more recorded, 20 guests lined up
For a new show, I consider these numbers promising. You might see bigger or smaller results, but the key is steady growth and offering value to a specific audience.
Monetization
I’m still in the early stages, but here are typical monetization avenues:
- Sponsorships & Ads: Usually viable once you have a decent listenership.
- Affiliate Marketing: Promote relevant products/services.
- Premium Content: Some podcasters offer bonus episodes for a fee (via Patreon or similar platforms).
- Services & Coaching: Use the podcast to build credibility, then sell consulting or digital products.
I haven’t monetized yet; my priority is creating consistent, high-quality content and growing the show.
Additional resources
Below are some tools and platforms mentioned (or recommended) throughout this guide:
- Buzzsprout (Hosting)
- Riverside.fm (Recording Software)
- Descript (Editing)
- Asana (Project Management)
- Fiverr (Artwork, Intros, Web Dev)
Matchmaker.fm & Podmatch.com (Guest Sourcing)
Future plans
- Improve Interview Skills
- Considering a course by Danny Miranda (still weighing my options).
- Attend More Conferences
- I have one in Las Vegas soon, plus I’m scouting local events in the UK/Europe.
- Expand Social Media Presence
- I’m not a big social user personally, so this is an area I need to level up.
- Appear on Other Podcasts
- One of the best ways to grow your own audience is by guesting on similar or complementary shows.
Final thoughts
Launching a podcast might feel overwhelming at first, but it’s absolutely doable—and you don’t need a huge budget. The key is to plan wisely, pick the right tools for your needs, and stay consistent.
I hope this breakdown helps anyone who’s thinking about starting their own show. If you have any questions or want to share your own experience, please reach out. Thanks for reading, and happy podcasting!