Experts share their top tips on how to create a podcast that makes a splash and earns cash

Australians are podcast crazy and everyday people are being urged to get in on the act – but this is how you can make yours stand out from the crowd and potentially turn a dollar.

Hannah Hellyer and Emma Mytka, co-hosts and creators of Baby Brain Podcast

It’s official – Australia is podcast crazy.

A study this year revealed that this country has now overtaken the US to become the world’s biggest podcast listening nation. The Infinite Dial Australia report from Edison Research showed that more than 40 per cent of the population over the age of 12 listened to podcast every week, and a quarter of those people listened to between six and 10 podcasts each.

So with the demand for content growing year on year, advances in technology making it easier, and more podcasting outlets, more Australians are turning their hand to making their own shows inspired by giants of the medium such as Hamish and Andy and Mamamia’s Mia Freedman.

The proliferation of programming also means it’s harder for new podcasts to stand out. But experts say there are simple steps beginners can take to ensure their creations have the best chance of success.

Matt Hill, co-founder of the Australian Podcast Awards, says a common rookie error is not setting creative boundaries and ending up with an idea that is too broad or vague.

“The tendency is to throw too many format points into a pilot, so think about what you really need,” Hill says. “There’s a great tool called Methodkit which can shape your thoughts from an early stage.”

Hannah Hellyer and Emma Mytka, co-hosts and creators of Baby Brain Podcast.

Hill’s advice is to consider what you would like to hear in a podcast, particularly if drawing on personal experiences, and then making it uniquely your own.

That was the approach taken by Hannah Hellyer and Emma Mytka, whose Baby Brain podcast won the Bullseye Award at this year’s Australian Podcast Awards.

“We developed our show to create content that we, as everyday mums, and as listeners wanted to hear,” says Hellyer. “We started our podcast after having babies in the peak of Covid lockdowns with little support and absolutely no idea what we were doing. We found there was a lack of relatable and informative content for parents delivered from the perspective of everyday mums who were in the thick of it themselves.”

Journalist Patrick Abboud took three years to make his Walkley-Award winning The Greatest Menace: Inside the Gay Prison Experiment and says that monetising podcasts can be difficult, particularly labour-intensive ones, and suggests trying to get them commissioned before putting too much work in.

“Try looking at brand partners or sponsorship that aligns with your content,” Abboud says. “Commissioners and podcast producers are always looking for the next big idea – if you pitch yours well enough, the business of making podcasts can be financially rewarding.”

Hellyer and Mytka say sustained quality content and authenticity are the keys to holding on to an audience.

Podcaster Patrick Abboud is host of The Greatest Menace.

“We’ve always focused on being genuine and maybe a bit too honest,” says Mytka. “When people come across our show they find things they can relate to, and that’s been our goal – to make other parents feel more supported and part of our community.”

Abboud agrees that audience trust is critical and says he will never compromise on “integrity, authenticity and production value”. He says a good mic in a quiet room, basic editing software and a sound effects library go a long way to creating a quality product.

“Audio is an evocative, intimate medium, and a strong podcast will make people not just think but feel things,” he says.

Matt Hill, co-founder of the Australian Podcast Awards.

Matt Hill’s podcast tips

How do you come up with the idea for a podcast?

“Limit yourself – come up with some creative boundaries.”

How do you know who your audience is and where to find them?

“It’s about finding communities that also share your philosophy, sensibilities or sense of humour. Those communities could be on Reels, Reddit or in real life … you just need to get them to sample an episode.”

How do you make your podcast stand out from the crowd?

“Make it uniquely you. Be aware of what’s come before but put the community you’re trying to reach at the heart of it.”

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What technical skills and equipment make a professional sounding podcast?

“The best tip is: find a podcast whose sound you like, and ask the producer how they did it. Most will be happy to share the info.”

How much time should I dedicate to my podcast and how do I make money from it?

“To be a successful podcast, it’ll need to be sustainable – most shows are not hits overnight. It may take 50-100 episodes to really get going, so build a format that’s built to last – even when life gets in the way. And build in the time each episode to promote it. So many shows go out into the ether, without ever being shouted about.”

Originally published as Experts share their top tips on how to create a podcast that makes a splash and earns cash