Communication

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

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]

Resources

🖥 CarolineCrampton.com

✉️ The Listener

🐦 @c_crampton

🎧 Shedunnit

🎧 SRSLY

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