Not having a content plan or the right skill sets in place.

First, using podcasts as a medium and content/revenue strategy only works when you have a content plan in place and a team that can see it through. Just putting up one or two podcasts and then stopping is equivalent to not having ever started in the first place. Success relies on a slow audience build through fresh content rolled out in a regular way, just like other mediums.

Unlike blogging, which takes a similar dedication and creative abilities, podcasting also requires technical abilities to script, record, edit and upload. None of this is rocket science but when publishers are looking to streamline teams and cut costs, podcasting can be a prime target. If you want podcasting to work, commit to developing the skills necessary to do it successfully.

Not being patient with your audience.

Some of our publishers were ahead of their audience when they launched their podcasts. Podcasting for many was talked about but not a regular part of most readers' content stream. They simply didn’t or couldn’t stick it out long enough to convert enough of their text-based audience to audio.