In our Ask the Experts series, we feature interviews with people on the other side of the PR and digital marketing world — the writers, editors, podcasters, and creators who collaborate with PR professionals on a daily basis. For this installment, we interviewed three podcasters to learn more about what goes into making a podcast, who the ideal advertiser would be for their show, and more.
Meet the Podcasters
Meg Carney | Outdoor Minimalist
Meg Carney is an outdoor and environmental journalist, author, executive producer, and podcast host. Her podcast, Outdoor Minimalist, is a partner to her book, Outdoor Minimalist: Waste Less Hiking, Camping, and Backpacking. Passionate about environmentalism and enjoying the outdoors, Meg’s podcast raises awareness through conversation, information, and mindfulness regarding some of the most important environmental issues of our time. Her ultimate goal is to give outdoor enthusiasts and outdoor companies tools they can use to change their behavior when engaging in outdoor recreation to lower their overall environmental impact.
Zach Davis | Backpacker Radio
Zach Davis, aka Badger or Good Badger, has thru-hiked both the AT and the PCT, been awarded the Top Hiking and Outdoor Blogger by USA Today, is the owner and Editor-in-Chief of The Trek blog, and is co-host of the podcast Backpacker Radio. His podcast is all about the wonderful world of thru-hiking and long-distance backpacking. He and his co-host, Juliana “Chaunce” Chauncey, muse on backpacking life and the latest from the trail every other week. Topics include but are not limited to news, trail culture, interviews, gear, advice, and all-you-can-eat buffets.
Rick Saez | The Outdoor Biz Podcast
Rick Saez is an enthusiastic outdoor professional with over 15 years of experience building brands, creating products, and inspiring outdoorists around the world. While product development and marketing are done at home, his worldwide adventures and podcast drive his love of the great outdoors. Rick has also been fortunate enough to have explored six of the world’s seven continents. His podcast, The Outdoor Biz Podcast, hosts genuine conversations with iconic outdoor industry founders and leaders. In each episode they discuss their careers, tell inspiring stories, and offer advice and direction to those working in or looking to break into a career in the outdoor industry.
What first drew you to podcasting?
Carney: I have been an avid podcast listener for the last decade, and when I finished writing the manuscript of the Outdoor Minimalist book my attention shifted to marketing. I didn’t even consider hosting my own show at first, I was trying to get interviews on other shows and in various publications. Then, my brother and best friend both mentioned that the ideas in my book could make for a good podcast, and that would be an excellent way to market the book, as well. I ran it past my publicist and she agreed it would be a worthwhile approach. I am an introvert and don’t typically enjoy being in the public eye, so it was difficult to break out of my shell in that way, but now I love it.
Davis: I didn’t think there were any good show options for thru-hikers/long-distance backpacking enthusiasts. The conversations you’d have with people gathered around a campfire on the trail have always been so engaging and entertaining, and I wanted to bring that energy to the podcast format.
Saez: The opportunity to share the stories of all the great people in the outdoor recreation industry.
How do you decide on topics and guests for your podcast?
Carney: Many of the first topics and guests of the show revolved around the Outdoor Minimalist book. When I was just starting, I reached out to the people I had interviewed while researching for the book, so since we had a preexisting relationship and interest in the topic, it made sense. From there, I harnessed the world of digital networking and referrals to find new guests. I interview a wide range of guests on the show, but the main commonality between them all is that they have a vested interest in sustainability within the outdoor industry. I conduct a pre-interview call with all of my potential guests, and from that call, we are able to narrow down a topic together. In other circumstances, I may approach a company or known industry expert if I have a specific topic in mind or a common episode request.
Saez: It’s pretty simple, I will talk with anyone that works in the outdoor recreation biz.
What episode has been your favorite and why?
Carney: It is tough for me to choose my favorite episode. I’ve enjoyed all of my guests immensely, and I learn a lot from all of them. What I love about my show is that although it seems like a niche topic, there is a lot of variety. I have a chance to hear from other journalists, product producers, ecologists, biologists, and tons of small business owners. If I had to choose an interview that really resonated with me personally though, it would be the one with Robin Lee Carlson, The Environmental Impact of Wildfires. She discusses her book and research regarding the ecological impact of fires in California and we have a lot in common.
Saez: I really don’t have a favorite. If I had to choose it would probably be my last one. They are all so fun and I learn something from everyone.
There seem to be a lot of podcast options out there, how do you differentiate your pod and what do you do to heighten your visibility?
Saez: I have studied quite a bit on how to be a good interviewer and create and ask engaging questions. The content is what keeps guests and listeners engaged and coming back for more.
Davis: When we first launched Backpacker Radio, it seemed like there wasn’t much competition within our niche of long-distance backpacking. Since then, the landscape has evolved, but to be honest, we don’t really pay much attention to what others are doing. Our primary focus has always been on creating a show that we genuinely enjoy listening to. A significant part of that enjoyment comes from conducting as many interviews in person as possible. Personally, I have a strong aversion to sitting through Zoom calls, and even when speaking with an interesting personality as our guest, my ability to maintain sincere interest in a conversation over video chat is only a fraction of what it is when we meet in person.
What methods have you used to grow your podcast following?
Carney: I do a lot of networking regarding my podcast, but I think the number one way we’ve found new listeners is by collaborating with our guests. After each episode, I follow up with the guest and ask them to share it with their network. The people who follow them or their company are already invested in them and what they have to say, so more than likely they’ll tune into that episode. Then, a percentage of those listeners will investigate other content I have to offer. I tend to stay in contact with the guests that have been on my show too, so when something comes up that may be relevant, they often let me know. Keeping those relationships alive has been essential for our show. I’ve also had a lot of luck being featured in various publications, on other podcasts, and for speaking engagements to discuss my book, which funnels new listeners to the podcast.
Saez: I have a stealth podcast promotion team.
Which podcasts would you recommend (other than your own)?
Carney: I really enjoy true crime, and my favorite podcast in that realm is Going West: True Crime. I also listen to a lot of business/entrepreneur-type podcasts and some of my current favorites include Backcountry Marketing, The Goal Digger Podcast, and Financial Feminist.
Davis: Huberman Lab, Smartless, All-In, The Tim Ferriss Show, The Drive.
Saez: I really like the Backcountry Marketing podcast by Cole Heilborn, Podcast Advertising Playbook by Heather Osgood, The Feed from Libsyn, Finding Mastery by Dr. Michael Gervais, The Tim Ferriss Show, and Work Life with Adam Grant.
How do you select your show advertisers and what tactics do you suggest they implement to see the biggest return on their investment?
Carney: I have three different offerings for potential advertisers on my show, and they all include an ad spot somewhere in an episode. I am very particular about the brands that I choose to partner with to ensure that their company ethos aligns with the message of my book and partner podcast. Since each podcast and audience is so different, I think working with the host to identify why they’re a good fit and investing time in them knowing the brand is essential. Podcasting is an interesting form of media because it is very personal. People listen to me talk every single Monday and I become a part of their week. That level of intimacy fosters trust, and it is worth looking at podcasts of all sizes that have an engaged audience. I am not going to advertise something on my show that I don’t truly believe in because my audience trusts me to give them realistic and honest information.
Davis: We strive to only work with advertisers for brands that we genuinely use and enjoy. Listeners can see right through when you’re reading a paid script vs. offering an authentic endorsement.
Saez: I choose to work with sponsors that are in or related to the outdoor and adventure industries. The best way to engage with my audience is to work with us to create a “custom” episode about them or their influencers as the first drop then follow that up with simple pre-mid and midroll reads in the three episodes following. Also, include something in our weekly newsletter for each episode.
Where else can people follow you?
Carney:
Find me on Instagram @outdoor.minimalist.book, YouTube @theoutdoorminimalist, or my website theoutdoorminimalist.com
Davis:
Instagram, Facebook, and TikTok at @backpackerradio, on X @backpackerpod
Saez:
Find us on Instagram @outdoorbizpod or Facebook and LinkedIn @theoutdoorbizpodcast