Author Media Mastery: How to Build Your YouTube Channel and Podcast the Right Way
A complete guide for authors who want to turn their voice into real influence, without losing their soul.
1. The New Game for Authors
Every author I talk to these days says the same thing.
“I’m overwhelmed by content.”
“I don’t know what to post.”
“I don’t have time for YouTube or a podcast.”
And I get it.
You didn’t become an author to be a full-time content machine.
You wrote your book because you had something worth saying.
Something that mattered enough to put on paper.
But now, that same message — the one you poured your soul into — is trapped in static form.
The world has changed. Books still matter, but attention moves differently now.
If you want people to care, you can’t just write about your ideas.
You have to speak them. Show them. Live them out loud.
That’s where YouTube and podcasting come in.
They’re not about “more content.”
They’re about building context.
They turn your book from a finished product into a living, breathing conversation.
That’s the new author platform — not a website alone, not just social posts, but a media system that amplifies your message through story, trust, and repetition.
2. Why Authors Have the Unfair Advantage
Most people creating content online are guessing.
They chase trends. They copy what’s popular.
But authors? You already did the hard part.
You’ve wrestled with ideas.
You’ve structured them.
You’ve turned chaos into clarity — that’s what a book is.
Now the challenge is to take that same clarity and put it where modern attention lives — in video and audio.
That’s what Greg Giuliano did.
When I started helping Greg with his brand, he already had the foundation most experts dream of: years of leadership coaching, bestselling books, and a clear voice.
But like many authors, he wasn’t fully showing up in the places his future clients were searching — YouTube and podcast platforms.
So we built Leadership in Motion — his short-form video and podcast ecosystem.
Each video is under three minutes. Clear. Emotional. Useful.
They’re not “motivational.” They’re applicable.
Greg’s channel didn’t explode overnight, but it didn’t need to.
He’s building something better than viral views — he’s building compounding authority.
Every video now acts as a tiny, living version of his book.
Each one speaks to the leaders, teams, and executives he’s built his career serving.
That’s the author’s unfair advantage.
You already have depth. You just need distribution.
3. The Shift: From Book as Product to Book as Platform
A book gets someone to say, “I’m interested.”
A podcast or video gets them to say, “I trust you.”
And in today’s world, trust is the currency.
Here’s how I frame it for the authors I work with:
Your book builds credibility.
Your content builds connection.
Your voice builds conversion.
The more people hear you, the more they feel they know you.
The more they feel they know you, the faster they trust you.
And the faster they trust you, the easier it becomes to hire you, book you, or refer you.
That’s what we’re doing with Obesity Explained.
Dr. Evan Saitta didn’t just want to write about pediatric obesity — he wanted to create a platform that helped parents, healthcare professionals, and policy advocates understand it.
Through YouTube, he brings complex, emotionally loaded science down to earth.
Through the podcast, he brings other experts into the conversation.
He’s not chasing followers — he’s shaping dialogue.
And that’s the deeper goal for authors: to move the conversation forward, not just add noise.
4. The Author’s Media Mindset
Let’s get one thing clear: you don’t need a million subscribers.
You need the right thousand.
The ones who listen to your podcast and think,
“This person gets me.”
“I want to work with them.”
“I need what they’re teaching.”
That’s the power of YouTube and podcasting for authors.
You’re not trying to “go viral.” You’re building resonance.
When I started the Rising Authors Channel, I didn’t have a fancy studio or production team.
I had a camera, a mic, and a mission: to give nonfiction authors the visibility and clarity they deserved.
The first few episodes were rough — bad lighting, clunky edits, inconsistent uploads.
But what mattered wasn’t the polish — it was the message.
That’s what authors forget.
They think content creation is a performance.
It’s not.
It’s documentation.
Your channel isn’t a highlight reel — it’s a record of your evolution.
That’s what builds trust.
5. YouTube and Podcasting Are Long Games (That Pay Off Forever)
YouTube is the only social platform where content grows in value over time.
A post dies in 24 hours. A video can rank for years.
Same with podcasting — your episode from 2023 might still get discovered by someone in 2026 who ends up hiring you or buying your book.
This is the long tail authors need to invest in.
Short-form platforms like TikTok and Instagram can build awareness.
But YouTube and podcasts build depth.
They let people spend time with you — hear your tone, your pauses, your confidence, your care.
They make your brand human.
And once someone spends 15–20 minutes listening to you — you’ve built a level of trust no social post can match.
That’s what I mean when I say authors are playing a different game.
You’re not chasing clicks. You’re building connection capital.
6. The Anatomy of a Great Author Episode
Every episode — whether YouTube or podcast — follows the same invisible structure:
Hook – Grab attention with curiosity or tension.
(“Most leaders think trust is built by being right. It’s not.” – Greg Giuliano)Story – Bring in a real moment or lesson.
(Describe a client story, personal insight, or challenge.)Insight – Give the practical takeaway.
(This is where the value lands.)Call to Action – Guide people where to go next.
(“Download the worksheet,” “Join the newsletter,” “Book a session.”)
It’s not about scripting everything word-for-word.
It’s about giving your audience a rhythm they can count on.
Obesity Explained uses this masterfully.
Dr. Evan starts with a reality check — something people think they know about obesity — then he reframes it with science, empathy, and truth.
That tension keeps people hooked.
Primal Biology does the same through storytelling.
He’ll open with a question like, “Why are frogs nature’s best early warning system?”
And 20 minutes later, you’ve not only learned about ecology — you’ve thought about resilience, systems, and how everything’s connected.
That’s the essence of great media: educate, entertain, elevate.
7. Designing Your Show Format
You don’t need a complex show. You need a repeatable one.
That’s how you sustain it.
Here are the four formats that work best for authors:
1. Solo Expert
Just you, teaching from experience.
Perfect for short 5–10 minute insights, frameworks, or reflections.
2. Interview-Driven
You host guests — other authors, thought leaders, or peers.
Perfect for expanding reach and learning publicly. (Like your Rising Authors Podcast interviews with Greg, Terri Dean, and Dr. Sarah Ruane.)
3. Hybrid
Mix solo episodes with guest conversations.
Best balance between consistency and variety.
4. Documentary Style
Think “behind-the-scenes” or “journey-based” — like your RAE Van concept.
These pull people into your process and story.
Each has its own rhythm, but all require one thing: intentional structure.
When you know what type of episode you’re creating, your audience knows what to expect — and that builds loyalty.
8. The Weekly System That Keeps You Consistent
Here’s the workflow I use and teach:
Monday: Record one long-form episode (YouTube or podcast).
Tuesday: Slice 3–5 short clips.
Wednesday: Post one clip on LinkedIn and YouTube Shorts.
Thursday: Repurpose one insight into a newsletter paragraph.
Friday: Analyze what performed best — not by views, but by resonance.
That’s how you build an engine — not a hamster wheel.
You don’t need to create new ideas every week.
You need to keep showing up around the same big idea — told through different lenses.
That’s how people start saying,
“I think of you every time I hear that topic.”
That’s what authority sounds like.
9. The Tech Setup That Works (Without Breaking the Bank)
Forget the gear rabbit hole.
Here’s the real author-friendly setup:
Video:
Sony ZV-E10 or iPhone 15 Pro
24mm lens for that cinematic depth
Small LED light panel or window lighting
Audio:
Shure MV7 or Rode PodMic
USB interface (Focusrite Scarlett Solo)
Boom arm for positioning
Descript or GarageBand for editing
Software Stack:
Descript for editing and transcription
Riverside.fm for remote interviews
CapCut for short clips
Canva for thumbnails
Metricool or Later for scheduling
If you’re just starting out — use what you have.
Don’t get stuck in tech perfectionism.
Focus on learning to communicate clearly on camera — the rest can be upgraded later.
10. Your First 10 Episodes: The Author Launch Plan
If you’re serious about starting, here’s what your first 10 videos or podcast episodes should cover:
Your Core Idea – The why behind your book.
The Problem You Solve – What your audience struggles with most.
One Chapter Breakdown – Teach from your book.
A Client Story – Results or transformation.
A Personal Turning Point – Human connection.
Common Misconceptions – What people get wrong in your field.
Mini Training – Show your expertise in action.
Conversation with a Peer – Build credibility through collaboration.
Behind the Scenes – Show your process or setup.
Vision Episode – Where your mission is going next.
These first 10 aren’t about performance — they’re about practice.
They’ll give you the reps you need to find your voice, your lighting, your rhythm.
And more importantly — they’ll start building your media library.
Because every great author brand has one thing in common:
They don’t wait for opportunity — they build proof of it.
11. Final Thought (Part 1)
Podcasting and YouTube aren’t about self-promotion.
They’re about self-extension.
They take what you’ve already mastered — your story, your frameworks, your lessons — and put them into motion.
Every time you hit record, you’re not just creating content.
You’re deepening your message, clarifying your brand, and leaving a trail of proof for your future readers, clients, and collaborators.
The camera is just a mirror.
The mic is just an amplifier.
What matters is the truth you’re willing to speak into them — week after week.
Author Media Mastery (Part 2)
How to grow, monetize, and sustain your author-driven media ecosystem.
12. Growth That Doesn’t Depend on Luck
Let’s get something straight — growth isn’t random.
It’s a side effect of alignment.
When your message, format, and audience finally click, the numbers take care of themselves.
Authors who focus on getting discovered rarely do.
Authors who focus on getting clear always win.
That’s how Greg Giuliano’s channel grew.
He wasn’t chasing trends or hacks — he was building rhythm.
One short-form video at a time, he made his values visible.
That’s growth that compounds.
If you want to do the same, forget about going viral.
Focus on these five levers — they’re the backbone of sustainable audience growth for any author brand:
1. Clarity
Say what you do. Show who you help.
Your titles, descriptions, and episodes should make that obvious.
If your channel or podcast feels vague, people leave.
If it feels specific, they stay.
2. Consistency
Publish on a rhythm that matches your bandwidth.
Weekly is great. Biweekly works.
Monthly only works if the content’s exceptional.
You don’t need to post daily — you need to show up reliably.
3. Connection
Reply to comments. Mention your listeners by name.
Read their feedback out loud in episodes.
This small human act doubles retention and word-of-mouth.
Remember: you’re not chasing followers — you’re building relationships.
4. Collaboration
Invite other experts, clients, or even readers onto your show.
Collaboration is the fastest path to new audiences.
Each guest shares your content — which brings their network to you.
It’s how your Rising Authors Podcast keeps expanding.
Each guest is a doorway to another circle of influence.
You’re not just interviewing them — you’re borrowing trust.
5. Context
Repurpose everything.
Turn long-form into clips.
Turn clips into quotes.
Turn quotes into newsletters.
Greg’s 3-minute videos become 15-second shorts for LinkedIn.
Dr. Evan’s YouTube episode becomes a blog post, then a Reel, then a talk.
Your RA-Van interviews become a travel vlog, a newsletter essay, and a behind-the-scenes post.
That’s the power of a content ecosystem — nothing dies, everything multiplies.
13. YouTube Growth Blueprint for Authors
YouTube isn’t mysterious. It’s math + meaning.
Here’s how to make it work for you:
Optimize for Humans First, Algorithm Second
Forget keyword stuffing. The algorithm follows attention, not text.
If people watch your video longer, YouTube rewards you.
That means your first 30 seconds are gold.
Start with something real:
“Most people think burnout comes from working too hard. It doesn’t. It comes from not working with purpose.”
That’s how Greg hooks viewers — through insight, not clickbait.
Title Formula for Authors
Keep it clear, emotional, and keyworded.
Use this simple template:
[Pain/Curiosity Hook] + [Result or Payoff]
Examples:
“Why Most Leadership Teams Fail (and How to Fix It)”
“The Truth About Childhood Obesity No One Talks About”
“How Authors Can Build a Personal Brand Without Selling Out”
You want curiosity without confusion.
Thumbnail Principles
3–5 words max.
One expressive face or action.
Bold, readable text (use contrast).
Don’t overcrowd — clarity beats complexity.
Example: Obesity Explained thumbnails use white backgrounds and bold navy text — clean, credible, medical authority.
Your Rising Authors thumbnails use dark, cinematic tones with minimal words — focus on the guest’s face and emotion.
Each has a visual language that matches the message.
That’s brand alignment.
Analytics That Actually Matter
Ignore subscriber counts for the first year.
Track these instead:
CTR (Click Through Rate): Are your titles and thumbnails working?
Average View Duration: Are you keeping attention?
Retention Curve: Where do viewers drop off?
Comments / Saves: Are people engaged or scrolling past?
Adjust one variable at a time.
You’ll learn faster by iteration than perfection.
YouTube SEO for Authors
YouTube is the world’s second-largest search engine.
Use it wisely.
Add your primary keyword in title, first sentence of description, and tags.
Write detailed descriptions — 3–5 paragraphs summarizing the content.
Add chapters/timestamps for accessibility and ranking.
Link back to your website, book, and newsletter.
The more Google sees your ecosystem connected, the more authority your brand builds.
14. Podcast Growth Blueprint for Authors
Podcasting is intimacy at scale.
Your listener literally carries your voice with them.
It’s a form of companionship — and authors are uniquely suited for it.
Here’s how to build a podcast that lasts:
Choose a Theme, Not a Topic
“Leadership,” “wellness,” or “writing” are too broad.
Narrow it down:
“Leadership under pressure.”
“The psychology of writing.”
“The biology of everyday resilience.”
The tighter your focus, the stronger your brand recall.
That’s what Primal Biology nails.
Each episode feels like a quiet hike through curiosity — deep, clear, reflective.
He doesn’t “cover topics.” He guides ideas.
Create a Structure People Can Trust
Don’t overcomplicate intros and outros.
Keep it simple:
10-second intro
20-second hook
20-minute core content
1-minute reflection / CTA
Repetition builds comfort.
Listeners like to know what’s coming.
Guest Strategy for Growth
Don’t chase big names — chase aligned ones.
Guests who believe in your mission will share it naturally.
Use each guest episode as a collaboration loop:
Tag them on social
Create short clips for them to share
Send a follow-up thank-you email with assets
That’s how The Rising Authors Podcast turned from a show into a network.
Every guest becomes a marketing partner.
Distribution Done Right
Use one platform (like Spotify for Podcasters) to push to:
Spotify
Apple Podcasts
Google
Amazon Music
YouTube Podcasts
Then embed each episode on your website under a “Listen” or “Watch” page.
That creates an SEO-rich library that keeps compounding.
15. Monetization Without Selling Out
Let’s talk money — because too many authors avoid it.
You don’t have to “monetize” in the influencer sense.
You have to make your media work for your mission.
There are three forms of ROI that actually matter:
1. Visibility ROI
Every video and podcast episode increases your discoverability.
It’s your digital footprint of authority.
Greg’s short videos landed him new consulting clients.
Dr. Evan’s YouTube presence led to media interviews and policy collaborations.
You’ve landed authors who found you through your content alone.
That’s visibility ROI — it’s indirect, but powerful.
2. Community ROI
When someone listens to you every week, they start trusting you.
That trust becomes your email list, speaking inquiries, and referrals.
Your audience becomes a community — and that community becomes your ecosystem’s engine.
That’s what Rising Authors is — a compounding circle of creators who believe in the same mission: turn your message into a movement.
3. Evergreen ROI
Your content doesn’t expire.
One good video can bring you clients for years.
One well-titled podcast episode can rank forever.
This is why authors need to stop thinking short-term.
Your content is digital real estate.
Every upload builds equity.
Bonus: Brand Partnerships (When You’re Ready)
Once you’ve built a body of work, sponsorships will come.
But don’t take every deal.
Only align with brands that share your values.
The credibility you’ve built with your audience is priceless — guard it.
16. The Emotional Work Behind Visibility
Let’s talk about what really stops authors from starting: fear.
Not the technical stuff. Not the camera. Not the time.
It’s fear of being seen differently.
You’ve been a writer your whole life — now suddenly you’re on video, your voice is public, your thoughts are unscripted.
That’s vulnerable.
But that’s where the transformation happens.
You don’t find your voice before you start.
You find it because you start.
Every awkward pause, every imperfect edit — that’s part of your evolution.
When you embrace imperfection publicly, people don’t lose respect for you — they trust you more.
Because you’re real.
You’ve seen it with the RA-Van series.
The unscripted moments — laughter, nerves, genuine curiosity — those connect far deeper than polished reels.
The authors who lean into that authenticity are the ones who last.
17. The Brand Ecosystem Connection
Your media channels shouldn’t exist in isolation.
They should feed your entire brand ecosystem.
Here’s how it looks:
ElementPurposeExampleYouTube / PodcastBuilds awarenessRising Authors interviews, Dr. Evan’s education seriesNewsletterDeepens connectionWeekly authorpreneur insightsWebsiteConverts trust into actionRising-Authors.com — Book a Call, Join the ListSocial MediaExpands reachLinkedIn short clips and storiesBook(s)Anchor of authorityGreg’s Ultra Leadership, your Art of Resilience
Each part amplifies the other.
Together, they form a self-sustaining system — where content builds credibility, credibility builds clients, and clients fuel more stories.
That’s how an author brand becomes a movement.
18. Case Studies: Real Authors Doing It Right
Greg Giuliano: The Leadership Storyteller
Greg took what most leaders overcomplicate — trust, team culture, emotional intelligence — and made it simple and shareable.
His short-form leadership videos (under 3 minutes) prove one thing: clarity beats charisma.
He doesn’t need viral metrics because his audience are decision-makers.
Each video is a seed that grows into real-world coaching opportunities.
Dr. Evan Saitta (Obesity Explained): The Purposeful Scientist
Dr. Evan’s work proves you can talk about hard topics with heart.
Through YouTube, he’s built a trusted space for conversation around obesity, healthcare, and childhood health.
His tone? Grounded. Compassionate. Unapologetically human.
That’s what earns him credibility far beyond academia.
Primal Biology: The Science Sage
What makes Primal Biology remarkable is storytelling.
He doesn’t just “explain nature” — he teaches philosophy through biology.
His work reminds us that curiosity is contagious when it’s honest.
Each episode feels like a cinematic meditation — that’s brand storytelling at its peak.
Rising Authors: The Brand Builder in Motion
You’re documenting the process in real time — on the road, in the van, in the conversations.
No script, no pretense. Just raw, real, process-based storytelling.
That authenticity has become your trademark.
It’s not polished — it’s powerful.
Because it’s alive.
19. The Long Game: Building a Legacy Library
Here’s the truth most creators never hear:
You don’t need more followers — you need more footprints.
Every episode, every clip, every podcast is a piece of your legacy.
You’re not just creating content. You’re building an archive of your thinking.
A decade from now, someone will find one of your episodes and think,
“This person changed how I see things.”
That’s the real return on creative investment.
Legacy content outlives trends.
That’s why authors are perfectly built for this world.
Your message has depth — you just need to keep it visible.
20. Final Thought: Your Voice Is Your Business
At the end of the day, this isn’t about YouTube or podcasting.
It’s about presence.
Your voice — literally and metaphorically — is the most powerful business asset you own.
It’s how people experience your belief, your conviction, your care.
You’ve already done the hard work of finding that voice through writing.
Now it’s time to let the world hear it.
Start messy. Stay consistent. Build with purpose.
Because your content isn’t just marketing — it’s mentorship at scale.
And when your book, your website, your videos, and your podcast all speak the same truth?
That’s when people stop scrolling and start listening.
That’s when you stop being just an author —
and start becoming a voice people remember.
More Guides for Authors
How to Market Your Book After Launch
How to Build Your Author YouTube Channel and Podcast Strategy
Want help building a site that attracts opportunities? Explore our author website services →
