In the world of podcasting, few names have achieved the success of Steven Bartlett. With his show "The Diary of a CEO," Bartlett managed to transform a project born with a microphone and a laptop into a global phenomenon, reaching over a billion views and listens. During Podcast Movement 2024, Steven shared the strategies and lessons that shaped his success. But what can we learn from this experience, especially if we are independent producers with limited budgets?
1. The power of consistency: value grows over time
When Steven Bartlett started his podcast in 2017, the results were modest. With episodes published irregularly and without video, the audience was limited. “I remember the downloads were just 1,000 a month,” he recalls. However, a significant turning point came when he adopted regular publishing and added the video format in 2019. “From that moment, the graph became like the Burj Khalifa,” he jokes, referring to the surge in numbers.
This is a key lesson for independent podcasters: consistency creates trust and expectation in the audience. Even with limited resources, maintaining a regular cadence can make a difference. You don't need to start with two episodes a week like Bartlett; even a punctual monthly publication is a sign of professionalism.
2. The role of video: more entry points to your podcast
“If you're not video-recording your podcast, you're playing at a huge competitive disadvantage,” says Bartlett. The turning point of his show came when he started recording in video, leveraging platforms like YouTube. For him, every hour-long episode is a mine of opportunities: “Every clip I extract is an entry point to my podcast.”
Those working with limited budgets might consider video a luxury. But you don't need an expensive set: a smartphone and a good microphone can suffice to create visually appealing content. Moreover, platforms like TikTok and Instagram offer free ways to reach new audiences.
3. Experimentation and data: eliminating assumptions
Bartlett is known for his scientific approach to content creation. “The most used words in our team are ‘experimentation’ and ‘1%’,” he explains. Every episode undergoes rigorous testing: his team uses tools like “PreWatch,” which analyzes audience behavior during previews to optimize content. Even details like the color of thumbnails or the use of an exclamation point in titles are subject to analysis.
Independent podcasters can also benefit from this approach. Complex tools are not necessary: experimenting with titles, episode formats, or publication times can offer valuable insights. Bartlett himself remembers: “You shouldn't be romantic with your ideas. Testing everything is the key to improvement.”
And for those with limited budgets?
If Bartlett has a team of 50 people and advanced tools, what can independent podcasters do? The answer lies in adaptation. Bartlett himself started with minimal resources, focusing on what he could control: his curiosity and the quality of conversations. “The podcast must be your passion,” he emphasizes. “If you lose the connection with what interests you, the audience will feel it.”
So, even without large budgets, it is possible to:
Invest in quality audio: A good microphone is more important than an expensive camera.
Use free resources: Platforms like Canva for graphics or Audacity for editing can work wonders.
Leverage social media: Posting short clips on TikTok or Instagram can expand the audience without additional costs.
Conclusion
Steven Bartlett shows us that success in podcasting is not just a matter of resources, but of mindset and strategy. With consistency, smart use of video, and a data-driven approach, even independent producers can find their audience. As Bartlett says, “Value comes before commercialization. Focus on something people love, and the rest will follow.”
Sources: article from https://podcastbusinessjournal.com
