Inside Podcast Coaching: Kristin Chadwick's Tips for Growing Your Audience and Success in the Christian Influencer Space

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Alright. Gonna do something a little bit different here on the show today. We are

 

 

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chatting with Kristen Chadwick. She's a podcast consultant and coach

 

 

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to seasoned podcast industry expert, and she's been doing this since 2016

 

 

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with a focus on Christian influencers worldwide.

 

 

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Kristen, thank you so much for joining us here today. Thank you. Matthew, this is

 

 

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awesome to be here. Oh, it's great to have you. And and I should stress,

 

 

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it's podcast coaching for Kingdom Entrepreneurs is the name of the company, and

 

 

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we'll get into the, you know, exact meaning of that title. But first,

 

 

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you know, going back, what got you started in the podcasting

 

 

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space? And then what took you from, you know, maybe curiosity

 

 

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to expertise and and, you know, professionalism?

 

 

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This is a a fun, origin story. So

 

 

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my dad was a cameraman at

 

 

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heart way back in the, I don't know, late sixties,

 

 

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early seventies. And, as I grew

 

 

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up in the eighties, I would tag along in the broadcast

 

 

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rooms with him at Turner Broadcasting Systems

 

 

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and which turned into CNN, and he pretty

 

 

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much went from cameraman to top level, in in

 

 

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that broadcasting zone. So

 

 

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I grew up in broadcast. I I always say

 

 

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that as, like, I I remember going into trailers at

 

 

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Atlanta Braves games and seeing all the people editing, and,

 

 

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it's just part of my background. Never in a 1000000 years

 

 

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did I think that I would have anything to do with a mic and

 

 

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headphones and being a voice behind a mic.

 

 

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I actually thought I was gonna go into counseling, which was more

 

 

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my mom's thing. And just the last minute of,

 

 

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I got accepted at a master's program and just felt a little check-in my

 

 

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spirit of nope. This is not your lane. And a

 

 

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couple days later, I had a very good friend of mine who

 

 

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happened to be, leaving radio to start his

 

 

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own podcast. That was in 2016, and he

 

 

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said, Kristen, I know you don't

 

 

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actively you're not actively in broadcasting or

 

 

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podcasting, but I think you're you're gonna make an amazing producer, and we would

 

 

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love to have you. And in 2016, I was like,

 

 

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what what are you talking about? What is a podcast producer?

 

 

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And he pretty much threw me in the deep end at that point,

 

 

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and we grew it almost overnight to a

 

 

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top 25 podcast in kids and family. And I

 

 

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worked with them for about 4 years. And so

 

 

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just doing the back background things behind the scenes,

 

 

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scheduling guests, creating the content, making sure that the show is

 

 

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going where they wanted it to go. And,

 

 

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in 2020 decided to,

 

 

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start my own business and open up to more

 

 

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more opportunities of producing other people's podcast. And

 

 

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at that time, it was like, do you wanna write show notes?

 

 

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And I was like, sure. I love to write. So little by little,

 

 

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my business began to grow and,

 

 

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had continuous conversations, especially on social

 

 

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media of, like, Kristen, how do you start a podcast? How do you get

 

 

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guests? How do you and so then the little light bulb went on

 

 

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of, you know what? This is like a whole podcasting

 

 

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consulting business because people keep asking me how to do it

 

 

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and had just seen success over and over again. So,

 

 

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yeah. So that's that's how I got started. So one

 

 

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thing I love about that story is that you worked on a

 

 

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show for 4 years before you decided to, you know, hang your

 

 

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own shingle and and go out there and and be a coach and consultant. So

 

 

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often these days, I think lots of people, you know, they record 1 podcast

 

 

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episode, and then they turn around and they say, I'm a podcast coach consultant. And

 

 

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and, you know, they're trying to, you know, sell expertise

 

 

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where they they haven't really earned it yet. And, you know, I love the

 

 

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fact that you really took your time and realized that it was there once people

 

 

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started to to approach you. I'm curious because you had spent so much time,

 

 

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you know, looking at the broadcasting world. I think

 

 

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so many people like to say, you know, podcasting isn't radio. Podcasting

 

 

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isn't, you know, major media. But I have to imagine that there are a lot

 

 

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of things that you learn from observing your dad and being

 

 

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around him and being around those institutions that you bring with you to the

 

 

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table that are useful for yourself and your clients. Is that true?

 

 

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Absolutely. I one of my so my dad actually passed away

 

 

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right when I got asked to be a producer. Oh, I'm sorry to hear that.

 

 

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And, yeah, it was it was rough. And I

 

 

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think one of the most beautiful things that he taught me in all of

 

 

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those years of either walking into a studio or him

 

 

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in the more leadership type roles, and

 

 

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in life is there was this through line of everybody has

 

 

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a story. And no matter if he was

 

 

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traveling, and picking up his suitcases off the

 

 

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carousel, he would make friends with the with the airline people

 

 

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or, he's like, oh, did you know that so and so at the ticket counter

 

 

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has 4 kids and blah blah blah blah. So that

 

 

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was one of the things that he instilled in me, whether it was

 

 

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watching him interact with people at work

 

 

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or in everyday life or, you know, listening

 

 

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to he was avid NPR listener. And

 

 

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so just learning that over and over and over

 

 

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again of the power of story and really that

 

 

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everybody has a voice and everybody has a story that's going to impact

 

 

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somebody else. Yeah. I mean, it's true. Good

 

 

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podcast. The best podcasters are great

 

 

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storytellers. Even if they're not doing a narrative podcast, even if they're interviewing somebody

 

 

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else, even if they're just trying to be funny, they they tend to

 

 

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connect best with their audience when they are helping to tell a story

 

 

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or when the content they are presenting itself is presented in the

 

 

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story or the beginning, middle, and an end and, you know, takes the listener

 

 

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on on the sort of journey, through that. So going back, you

 

 

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know, we said, at the very beginning that the name of your company is

 

 

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and, of course, I say that, and now I can't find my notes.

 

 

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Right? Like, that's what always happens as you're in the middle of chatting. It's the

 

 

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podcast coaching for kingdom entrepreneurs. And in this case, when you talk about kingdom,

 

 

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you're referring to, Christian podcasters. What led you

 

 

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into this sort of, you know, specific niche, and what have you

 

 

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found, you know, interesting about podcasters in this space compared

 

 

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to maybe, you know, some of the other common

 

 

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podcast groupings that are out there? Yeah.

 

 

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So I think what really led me into this specific

 

 

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niche is, a, this is the type of people that were asking

 

 

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me questions, and, b, really, I

 

 

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couldn't separate my own faith journey

 

 

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and my own really understanding how to use my voice

 

 

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by understanding who I was as a Christian or as

 

 

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a, follower of Jesus. And so,

 

 

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I I couldn't undo those things. And

 

 

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not that I don't work with people who do not believe in

 

 

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what I believe, but that is, like, my my main

 

 

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framework is it's very much rooted in,

 

 

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in a kingdom identity is what I say. So,

 

 

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kingdom in the sense of a Christian,

 

 

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like a heavenly perspective and a purpose filled

 

 

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perspective. And so I think that's

 

 

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really where I love is to dive into, like,

 

 

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what are those strengths? What is the story? What

 

 

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is, the impact that you can make that is not

 

 

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only in today, but also as a legacy

 

 

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you're leaving behind just like my dad left

 

 

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behind as well. And, yeah, that's that's

 

 

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pretty much why I'm in that genre is mainly because

 

 

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that's that's the language I speak and that's what I believe.

 

 

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But, again, like I said, I think everyone has a story.

 

 

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It's so interesting that that's the reason why you found yourself

 

 

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working in that space. I I essentially found myself

 

 

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working with podcast clients for the exact same reason, having worked

 

 

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at, you know, major financial

 

 

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media company. Many of my early clients who found it were like, well, I used

 

 

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to work at an institution for business reporting, so you'll

 

 

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understand business podcasters better. And then, right, it was just, you know, once

 

 

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you get a few, then the referrals and connections and, right, you you tend to

 

 

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just kinda, you know, create a community of

 

 

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people often in the same niche who are trying to work with you, and so

 

 

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that makes total sense. So I'm wondering today, what are some

 

 

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of the, you know, the newer pieces of advice or or what are some of

 

 

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the newer strategies that you are finding that are

 

 

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working best for podcasters to help them

 

 

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grow and and more just grow their numbers, but really just help them to be

 

 

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successful? Mhmm. Yeah. Okay. So

 

 

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I love this question because I feel like it's such a popular question

 

 

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with podcasters is how do I grow my show? And

 

 

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I have one of my members in my community came to me one

 

 

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day and she was like, but why? Like, why do I want

 

 

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to grow my show? And it was a great question because

 

 

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it actually uncovered a whole depth

 

 

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of conversation that we weren't having, which was

 

 

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what's the purpose. So, yes, you can grow your show, but

 

 

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where are they going after that? So is it just to

 

 

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create a story that they're connecting with and they can put in their

 

 

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AirPods and you can say, yep. Me too. Or, yep. This is

 

 

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one way that you could break through whatever scenario.

 

 

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And is it a place of where are you sending them next?

 

 

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So if they wanna work with you on a deeper level, because a lot of

 

 

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my my people are coaches or they're leaders in the

 

 

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ministry. So how do you once

 

 

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you grow your show, where is the next stop? Is it do you

 

 

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want to do group coaching? Do you want to lead something with them? Do you

 

 

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want to walk side by side with them? So I

 

 

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try to go, like, one layer deeper because of that conversation of,

 

 

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like, yeah, it's great to grow your show. And what are

 

 

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you doing with this honor that you have,

 

 

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I don't know, a 100 people per episode listening or

 

 

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a 1000 or a 100000 people listening. So what are you

 

 

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doing with these people that can create an impact

 

 

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on a deeper level? So that's kind of where I go as far

 

 

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as, like, alright. What's the why behind that? And then

 

 

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the other thing that I have seen that is working

 

 

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is, really understanding your

 

 

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keywords of who would be searching for your

 

 

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podcast. So, like, opening up your app and searching for a

 

 

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financial coach or a fitness coach or

 

 

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menopause coach. That's a very popular one right now.

 

 

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And making sure that that's actually in your title instead of, like,

 

 

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you know, mom for life with a number 4 or

 

 

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whatever. So making sure that we are very specific,

 

 

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clear, and strategic on our titles, whether that's

 

 

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our podcast title, our cover art, our

 

 

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show description, making sure all of those keywords are

 

 

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really going to be for the person that's searching for your podcast.

 

 

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You know, that reminds me, I I remember taking a class in college about public

 

 

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speaking, and one of the first lessons and, you know, something that a lot of

 

 

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people say is, like, the perfect introduction for any

 

 

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presentation is you tell the audience what you're about to

 

 

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tell them. You tell them the thing, and then you go back and you

 

 

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tell them what you just told them about. And and that's almost what you

 

 

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were talking about here with keywords, with artwork, with SEO.

 

 

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It's right. It's like, if you want people if you want a

 

 

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specific type of person to find you, well, you better explain

 

 

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to those people who you're looking for, talk about the

 

 

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things that they will be looking for, and then, of course, follow-up by

 

 

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presenting those things on your show that they are looking for. So, you know,

 

 

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podcast SEO really being a a key strategy,

 

 

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is there are there specific tools that you

 

 

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use to come up with a good SEO strategy

 

 

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or come up with those right keywords for the shows that you're working

 

 

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on? Yeah. So what I like to do, I like to use

 

 

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multiple avenues. So number 1, find out what's working. So

 

 

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asking your people, how did you find me? If they were if they are one

 

 

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of those that are, you know, like the ring

 

 

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the bell, we got them to come and listen to our show. They went into

 

 

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Apple search bar and they searched for our podcast and that's how they found us.

 

 

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We want to know how did they type in whatever

 

 

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word they found or typed in there and then how did they find us in

 

 

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that way. Number 2, I love things like answer

 

 

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the public or, the other keyword

 

 

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finders. I'm totally drawing a blank on the other one right now.

 

 

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But, and then also if you

 

 

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simply just go look in your charts of Apple or,

 

 

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like, Podchaser has charts now or Chartable, rest in

 

 

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peace, and finding

 

 

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those top podcasts that are in your genre

 

 

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and seeing what keywords are they using. Because, obviously,

 

 

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they're nailing nailing it on the head. So you wanna go

 

 

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and find those people, look at what their titles of their episodes are.

 

 

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You're not stealing their titles. You're just grabbing those keywords

 

 

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and saying, oh, interesting. I can see that, this

 

 

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menopause coach is talking about

 

 

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cycle, motherhood, empty nest,

 

 

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like looking at all of those keywords and making sure you're having a

 

 

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running list. Every quarter, go in and check to see what is new,

 

 

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what is different, what's popping up in Google search,

 

 

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and just continuing to have that feedback over and over again.

 

 

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Once again, just to let everybody know, we are chatting with Kristen

 

 

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Chadwick. She is from Podcast Coaching for Kingdom Entrepreneurs. You can find

 

 

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her at Kristenfield chadwick.com. Obviously, we will put a

 

 

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link here in the show notes so that you can easily find her as well

 

 

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as a link to all of her social media. Before we let you go,

 

 

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Kristen, a few questions that we'd like to ask everybody who comes on the show.

 

 

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So one is, is there a place in the podcasting

 

 

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ecosphere, whether it's listening, creation,

 

 

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distribution, or, like, anything that you would love to see improved in

 

 

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podcasting overall? I think my number

 

 

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one wish, which I know 2.0 is trying to

 

 

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hit on, is that we could interact with our

 

 

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listeners kind like YouTube, but with our

 

 

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audio. So I know there's some apps out there that you

 

 

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can leave comments, under episodes,

 

 

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but that would be more mainstream. So, like, Apple adopting that

 

 

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or Spotify, in their their platforms

 

 

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and making sure that you could easily comment in

 

 

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real time as they're listening, and it would be underneath

 

 

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their episodes. That's a good one.

 

 

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I think that has come up a few times from previous guests looking for better

 

 

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engagement tools to to interact directly with

 

 

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listeners. Right? The best we can do is, right, we ask for ratings and reviews

 

 

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or we ask for feedback, but most of that doesn't actually happen on the

 

 

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platform where they're listening. So it's hard to tell who's a real listener and

 

 

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who's just maybe some troll trying to, you know, get under your skin or or,

 

 

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you know, make a name for themselves. What about technology? Is

 

 

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there anything on your wish list, whether it's something that already

 

 

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exists that you've wanted to get your hands on, or something

 

 

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maybe that you're hoping would be created? And by the way, it looks like you're

 

 

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using a Shure SM 58 microphone?

 

 

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Yep. You nailed it. Oh, okay. Yep. So it's a pretty good microphone anyway. But,

 

 

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00:16:29

yeah, is there something on your, equipment or technology wish list, even piece of

 

 

Speaker:
00:16:32

software? Oh, you know, I do have a wish list of

 

 

Speaker:
00:16:36

the Shure m b 7,

 

 

Speaker:
00:16:41

or I I don't know. I've been eyeing the new Rodecaster mic

 

 

Speaker:
00:16:44

too. So I don't know. I

 

 

Speaker:
00:16:48

I I'm content with what I have, and I feel like what I have right

 

 

Speaker:
00:16:52

now is working. So I don't know.

 

 

Speaker:
00:16:55

You're you're not as compulsive and drawn to the new shiny things like some of

 

 

Speaker:
00:16:59

us are who No. Would, you know, try and buy everything and then realize, I

 

 

Speaker:
00:17:01

didn't really do that. That's very responsible podcasting, so good on

 

 

Speaker:
00:17:05

you. And then is there a podcast that you listen to

 

 

Speaker:
00:17:09

today or maybe a few shows that you're subscribed to that when

 

 

Speaker:
00:17:13

they come out, you are going to listen whether you stop what you're doing

 

 

Speaker:
00:17:16

or it's just you're not just gonna let that download sit in your your playlist

 

 

Speaker:
00:17:20

forever? Oh, you mean, like, other than yours, of course. Of course. I

 

 

Speaker:
00:17:24

am. You know, I love

 

 

Speaker:
00:17:27

anything from Dave Jackson. He's just

 

 

Speaker:
00:17:32

I love him. Dave's good people. I know. I know. And

 

 

Speaker:
00:17:37

I love the feed with Elsie and Rob, from

 

 

Speaker:
00:17:41

Libsyn. Those are my top 2,

 

 

Speaker:
00:17:44

specifically for podcasting.

 

 

Speaker:
00:17:48

Outside of that mind pump, media, which is like a workout,

 

 

Speaker:
00:17:53

very well balanced, podcast where it's 3 guys

 

 

Speaker:
00:17:57

plus their producer on the mic. And I just love

 

 

Speaker:
00:18:00

listening to them banter back and forth about fatherhood, about

 

 

Speaker:
00:18:04

recent fitness studies. It's just great,

 

 

Speaker:
00:18:08

like, background listening while I'm working out. So

 

 

Speaker:
00:18:12

You know, I I appreciate that because I've always heard people say I listen

 

 

Speaker:
00:18:15

to podcasts when I'm working out, and I'm always like, I I can. Right?

 

 

Speaker:
00:18:19

It's either too focused on the workout to hear what they're saying on the podcast

 

 

Speaker:
00:18:23

or so focused on on, you know,

 

 

Speaker:
00:18:26

what they're saying that it's losing steam or, right, it's not the

 

 

Speaker:
00:18:30

same as, like, really good motivating music. So that might be one that,

 

 

Speaker:
00:18:34

myself and maybe some others will check out. And, you mentioned the feed for just

 

 

Speaker:
00:18:38

a quick disclosure. I do now work at Libsyn and have recently appeared on the

 

 

Speaker:
00:18:41

feed, and we'll probably do some in the future. Kristen was not paid to say

 

 

Speaker:
00:18:44

that. So just just so we are clear on that. That was not

 

 

Speaker:
00:18:48

a ploy or, you know, something that was planted ahead of time. Well,

 

 

Speaker:
00:18:52

Kristin Chadwick of podcast coaching for Kingdom Entrepreneurs, thank you so much for

 

 

Speaker:
00:18:55

joining us today. Thank you so much for having me, Matthew.