Here are key lessons from my podcasting experience at Paramount:

– The biggest surprise? You can’t just repurpose TV content. I learned this firsthand when early attempts to simply record show audio fell flat. Podcasts demand their own creative approach – something I didn’t fully grasp until I started working with the amazing Paramount podcast team.

– My most valuable lesson was acknowledging what I didn’t know. While I brought the brand vision and business strategy, our audio producers and engineers taught me the craft of audio storytelling. Their expertise transformed how I thought about sound as a medium.

For those considering podcasting, here’s what I wish I’d known:

– Niche is powerful: Some of the most successful series aren’t broad-appeal shows, but focused deep-dives into specific topics. I’ve seen small, dedicated audiences drive more engagement than larger, passive ones.

– Production integration is key: We found success by planning audio capture alongside video production. This approach created assets for multiple platforms without ballooning costs – a strategy that proved especially valuable for our limited series.

– Build for your audience, not your ego: Working with our podcast team taught me that successful shows start with a clear understanding of who’s listening and why. The metrics will follow if you serve your audience well.

What I’m most proud of is how we’ve used podcasting to extend our storytelling capabilities. Whether it’s leaning into celebrity interviews or exploring behind-the-scenes stories, audio has allowed us to connect with our audience in ways traditional media never could.

Looking ahead, I’m excited about the potential of niche, limited-run series. The intimate nature of podcasting makes it perfect for exploring focused topics with passionate audiences. I’m also interested in elevating podcasts to streaming platforms by adding video to existing productions and tapping into new audiences.

🎧 From my experience: Focus less on chasing download numbers and more on creating content that serves your specific audience. The metrics (like that crucial 5-10K downloads per episode to attract advertisers and sponsors) come naturally when you nail the fundamentals.

What podcasts are you currently enjoying? What niche podcast would you launch if you had a podcast support team behind you?