PODCAST | ML137: Caroline Crampton on Podcasting Principles, The Business of Media and Building a Loyal Audience

April 8, 2020

ML137: Caroline Crampton on Podcasting Principles, The Business of Media and Building a Loyal Audience

Discover what to look for in a good podcast and the listening habits of a podcasting expert, the business of media and why podcasts are growing so fast and how to make creative work that builds a loyal audience.

By Nasos Papadopoulos

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Caroline Crampton is a podcaster, writer and media commentator.

She makes a popular podcast about detective fiction called Shedunnit and writes for two email newsletters about podcasts - Hot Pod and The Listener.

She also writes narrative non-fiction, like her book The Way to the Sea and produces book reviews, interviews and columns for publications like the Mail on Sunday, the Guardian and the New Humanist.

As a podcast creator and reviewer, Caroline spends several hours a day listening to podcasts and she understands the ins and outs of the space better than almost anyone. In this episode we discuss:

- What Caroline looks for in a good podcast and her current listening habits
- The business of media and why podcasts are growing so fast
- How to make creative work that builds a loyal audience – Caroline still has a cult following from her pop culture Podcast SRSLY

So if you’re keen to learn more about podcasting, writing and the creative process, this episode has you covered.

Show Notes‍

Introducing Caroline [00:40]
What has school been like for Caroline? [02:30]
How did Caroline’s secondary school English teacher inspire her while she was still studying? [03:04]
What major did Caroline end up pursuing in university and what was her first job after graduation? [04:54]
How did Caroline wind up in podcast curation, which seemed like a completely niche profession at the time she started? [07:35]
What comprises a good podcast? [09:04]
What listening habits have Caroline developed over time and what does a normal week look like for her? [10:06]
Caroline on what makes an objectively good podcast or if it all boils down to preference [13:01]
How was Caroline’s experience producing and co-hosting her previous hit podcast SRSLY? [15:44]
What factors does Caroline think contributed to SRSLY’s success and popularity? [17:37]
Why has podcasting blown up in recent years? [20:00]
Caroline on why she thinks podcasting will be able to maintain and continue its surge in popularity [22:54]
How does Caroline view the current models of how podcasts are funded? How do they affect the experience of a listener? [24:43]
What is the value of marketing when it comes to podcasting? What tactics should creators consider employing when promoting their podcasts? [28:31]
How does Caroline filter the creative projects she works on? [31:22]
Where did Caroline draw inspiration from for her podcast Shedunnit? What is her creative process like for the show? [32:27]
What things did Caroline discover while she was writing her book The Way To The Sea? [35:38]
How long did the entire process of writing The Way To The Sea take? What was her daily routine like during that period? [38:23]
Who is Caroline’s favourite podcast interviewer? What are the qualities of a good interviewer? [41:52]
Caroline’s top three podcasts as of the moment [43:22]
Who, dead or alive, does Caroline want to interview the most? [45:32]
Closing remarks [46:18]