Dave Jackson’s 4 Tips for Harnessing Creativity and Audience Engagement (From the School of Podcasting)

Podcasts are the rave right now and have become an influential medium for storytellers, educators, and entertainers worldwide. Understanding how to navigate this landscape, engage audiences, and innovate consistently is critical to achieving podcasting success.

In episode 37 of the Podcasting Tech show, host Mathew Passy sat down with Dave Jackson, a trailblazer in the world of podcasting and the founder of the School of Podcasting, to shed light on these fundamental aspects of podcasting.

Dave is currently the head of podcasting at PodPage. Since 2005, he has guided hundreds of individuals in planning, launching, and growing their podcasts, earning him a reputation as a trusted mentor and educator.

"It’s kind of weird in a way. I remember the very first event—it was in, I believe, February 2006, in Ontario, California. The metropolis of Ontario, California, which I’d never heard of before. We were at a Holiday Inn, and it was weird because, all of a sudden, you realize, 'Oh, I’m not the only nerdy guy playing with this stuff.' That’s when you start making connections. That’s where I met Todd Cochran and a bunch of other people. It wasn’t until I got more involved in the industry—through the School of Podcasting—that it really became fun," said Dave on the Podcasting Tech show.

Jackson’s journey affirms the importance of a supportive community within podcasting, which enhances creativity and helps overcome challenges. Here are his tips for harnessing creativity and audience engagement for your podcast’s growth.

1. A Podcaster’s Best Friend: Audience Engagement

Directly engaging with your audience to understand their preferences is critical to podcasting success. Engaging with your audience not only helps retain listeners but also provides vital feedback that shapes the content of your show.

By asking questions like, "If I were to remove something from the podcast, what would it be?" podcasters can receive qualitative feedback that helps refine their content and ensure it resonates with listeners.

One such tool for audience engagement is PodPage’s survey tools, inspired by Tom Webster’s insights. It represents a pivotal shift in engaging audiences effectively.

Also Read: How to Land Big-Name Guests on Your Podcast Even Without a Huge Audience

Podcasts that adapt based on feedback can become beloved, essential listening for their audience. By aligning content creation with audience interest, podcasters can foster a sense of belonging among listeners, leading to word-of-mouth promotion and deeper connections.

When you engage listeners, you can eventually create a community where audiences contribute to growth and content development, according to Dave.

2. Knowing Your Audience

"The more you know your audience, the better off you are," according to Dave’s School of Podcasting. One sure way to achieve this is by podcasters asking for feedback from their listeners. While feedback from surveys can sometimes be scarce, Jackson suggests that this doesn’t mean seeking engagement is futile.

"The more you know about your audience, the better you can make your stuff," Dave advises.

If listeners are unresponsive, it signals an opportunity to strengthen your bond with them. Encouraging participation by illustrating the value it adds to their experience can be transformative.

This sentiment echoes the advice that knowing your audience well is paramount, allowing podcasters to tailor content that captivates their specific listeners. Passion should guide the content, ensuring authenticity and relevance while attracting and maintaining a dedicated listener base.

3. Overcoming the Desire for Instant Fame

A common challenge for new podcasters is the desire to appeal to everyone, leading them off track from their niche. As tempting as it might be to emulate successful mainstream figures, Jackson strongly cautions against this too-common vice in podcasting.

"The only thing that really makes me go, 'Oh, it’s one of those,' is when someone—more or less—doesn’t say it blatantly but comes up to me and basically asks, 'What’s the topic I can talk about where I can do the least amount of work and make the most amount of money?' I get it—who wants to do a lot of work? But when someone is really just looking for a shortcut and doesn’t even care what the topic is, I’m like, 'Wait, so you have no passion for a topic? You’re just going to pick the one that makes the most money?' That always makes me feel like there’s a sad trombone going off in my head when I hear that question," Dave told host Mathew.

Instead, podcasters should focus on a specific target audience. By committing to authentic engagement and meaningful content, podcasters can foster a tight-knit community that serves their niche. Large audiences can be the product of having a focused approach, not the starting point.

4. The Future of Podcast Innovation

Jackson advocates for the podcast industry to embrace its creative roots again. Dave, who has authored a book, Profit from Your Podcast, to help podcasters earn money from their passion and frequently conducts speaking engagements, highlights his dedication to sharing knowledge and empowering others.

He highlights Podcasting 2.0 initiatives, such as the use of streaming Bitcoin, as ways to fund and support podcasting endeavors creatively. Technological advancements could further fuel innovative formats and distribution methods, leading to an era where podcasters can thrive both financially and creatively.

"I don’t know—it’s just the old curmudgeon in me. In the early days, there were some really weird shows... but sometimes I miss the super creative stuff," Dave reflects.

As the industry evolves, embracing innovation and returning to its creative roots will ensure podcasters continue to thrive. Whether you’re a seasoned podcaster or just starting out, these tips offer a roadmap to success in the ever-growing world of podcasting. By practicing these tried-and-tested methods, podcasters can follow in the footsteps of one of the biggest and most respected names in the podcasting scene today—Dave Jackson.