From Zero to 22M Podcast Downloads (Rise)

Here are the top 10 key takeaways from Scott D. Clary's journey to building a podcast with 22 million downloads and what aspiring content creators can learn from his remarkable success story.

1. Start without perfection

Scott D. Clary launched his podcast with minimal equipment, using just a laptop on a makeup vanity in a small corner of a room. He didn't wait for perfect conditions or expensive gear. This approach allowed him to get started immediately rather than being held back by perceived barriers to entry.

Many aspiring content creators delay launching because they believe they need professional equipment or a dedicated space. Scott emphasizes that focusing on content quality and simply taking action is far more important than having an ideal setup. His success story demonstrates that starting with basic tools doesn't limit potential growth.

2. Content distribution as the growth engine

Scott attributes his podcast's exponential growth (22 million downloads in six years) largely to aggressive content distribution. He transforms each podcast episode into multiple content pieces across different platforms, including short-form videos, newsletters, tweets, and graphics to maximize reach and engagement.

This distribution strategy ensures that the significant effort put into researching guests and creating quality interviews generates maximum value. Scott calls this "purposeful growth" - not leaving success to chance but systematically amplifying content reach. By repurposing content strategically, he creates an efficient content ecosystem where one interview feeds numerous distribution channels.

3. Leaning into personal strengths

Scott leveraged his background in sales and marketing when building his podcast. He applied familiar techniques from his corporate experience to secure guests, treating the process like a sales pipeline and understanding guests' motivations and "pain points" when pitching them to appear on his show.

This approach illustrates the importance of using existing skills rather than trying to develop entirely new capabilities. Scott's familiarity with identifying decision-makers and building relationships from his business background transferred perfectly to podcast guest acquisition. By recognizing and applying his strengths to this new venture, he created a significant competitive advantage.

4. Automation for outreach at scale

To secure high-profile guests early in his podcast journey, Scott used automation tools to compile lists of potential guests and send personalized-looking mass emails. This strategy allowed him to reach hundreds of business leaders simultaneously, significantly increasing his chances of landing notable interviews.

Once he secured his first major guests, he leveraged those names in subsequent outreach efforts, creating a snowball effect of credibility. This systematic approach to guest acquisition demonstrates the power of combining technology with traditional sales techniques. Rather than relying solely on existing connections, Scott created his own opportunities through strategic, scalable outreach.

5. Understand audience intent

Scott discusses the concept of "intent" as crucial for both guest acquisition and monetization. He identifies opportunities by recognizing when potential guests have a specific reason to seek publicity, such as promoting a new book or product launch, making them more likely to accept podcast invitations.

Similarly with advertisers, Scott looks for companies already spending on podcast advertising as they have budget allocated and intent to use the medium. Understanding these motivations allows for more effective targeting and higher conversion rates. This approach focuses limited resources on prospects with the highest likelihood of saying "yes" rather than trying to convince completely cold leads.

6. Prioritize content over monetization

Scott waited two years before monetizing his podcast, focusing first on building a quality show and growing his audience. He believes most creators should prioritize improving their craft rather than chasing early monetization, as better content naturally attracts more commercial opportunities over time.

This patient approach runs counter to many creators' instinct to monetize immediately. Scott emphasizes that premature focus on revenue generation can distract from the more important work of content improvement and audience building. Quality content eventually creates its own monetization opportunities through inbound interest from sponsors who recognize the audience value.

7. Accept imperfection as necessary growth

All successful creators go through an awkward phase of producing subpar content before developing their skills. Scott emphasizes that this uncomfortable period is unavoidable and necessary - 100% of creators produce work they later consider poor quality when first starting out.

Many potential creators never launch because they're afraid of putting out imperfect work. Scott argues that embracing this imperfection is essential for growth. The experience gained through consistent creation, regardless of initial quality, is the true measure of success in early stages rather than metrics like views or followers. This perspective shift removes a major psychological barrier to starting.

8. Entrepreneurship for financial security

Scott's career choices were significantly influenced by his desire for financial security. Unlike his father who had government pensions, Scott recognized that private sector employment offered less retirement security, pushing him toward entrepreneurship and building personal assets as a safety net.

This perspective challenges the common view that entrepreneurship is inherently riskier than traditional employment. Scott argues that having control over your income sources and building equity in your own ventures can actually provide greater long-term security than relying on employers. His journey demonstrates how perceived risk factors can become powerful motivators for career decisions.

9. Media capabilities as corporate necessity

Major companies are increasingly recognizing the need to develop media company capabilities. Scott cites HubSpot as an example - a $34 billion company that built its success through content marketing and is now investing in podcasts, YouTube channels, and newsletters to maintain growth.

This trend suggests significant opportunities for creators who understand media dynamics to work with traditional businesses. As companies struggle to develop authentic audience connections, individuals who master content creation and community building become increasingly valuable. Scott predicts this corporate need for creator skills will continue growing exponentially in coming years.

10. Efficiency of podcasting as a content model

Scott highlights podcasting's remarkable efficiency as a content creation model. A single podcast recording can generate multiple assets: audio for podcast platforms, video for YouTube, clips for social media, quotes for newsletters, and more - all from a single time investment.

This multiplier effect makes podcasting particularly attractive for content creators seeking to maximize their impact. The conversational format allows for authentic content creation without extensive scripting, while modern tools and AI can further streamline the repurposing process. This efficiency creates a sustainable content model that doesn't require constantly generating new ideas for different platforms.