The history of podcasting is interesting and not the normal tale of birth and success. Indeed, the first podcasts came to prominence late last century, before falling back after failing to find traction.
However, in the last decade, with increased smartphone and broadband usage, podcasts have witnessed a rapid rise in popularity. A rise far surpassing previous highs. Today, they have hit a critical mass in usage and as a result become a staple form of immersive content.
The compelling blend of thought-provoking content, accessibility, versatility, and intimacy that podcasts offer has made them a favourite among marketers.
If you’ve already jumped onto the podcast bandwagon or are considering it, this Knowledge Base best practices guide will provide vital insights into marketing your podcast effectively.
CONTENT IS (ALWAYS) KING
The first and foremost determinant of your podcast’s success is the quality and relevance of your content. Ensure that your content provides value, is engaging, and meets the needs and interests of your target audience.
Regularly analyse listener feedback and adjust your content accordingly. It’s not about attracting a vast audience but about captures loyal listeners who eagerly anticipate your episodes.
SEO
Just like a website or blog, you want your podcast to be discovered by potential listeners searching for relevant content. Use Search Engine Optimisation strategies to improve your podcast’s visibility in search results. Ensure that your podcast’s title, description, and meta tags include relevant keywords.
THE ARTWORK MATTERS
Your podcast’s artwork is often the first thing potential listeners will see. Make sure it’s well-designed, appealing, and reflects what the podcast is about. It should capture attention, spark curiosity, and encourage people to hit the play button.
LEVERAGE YOUR SOCIAL MEDIA
Social media is a powerful tool for promoting your podcast. Share snippets, behind-the-scenes footage, and graphics related to your podcast episodes on different social media platforms to engage your audience and attract new listeners.
PROGRAMMATIC CAMPAIGNS
Consider running ad campaigns on platforms like Facebook, Instagram, or LinkedIn to bring new listeners. Use retargeting strategies to reach people who have previously engaged with your content.
NETWORK AND COLLABORATE WITH OTHERS
Partner with other podcast hosts, influencers, or industry experts to broaden your reach. Being a guest on other podcasts, or inviting other podcasters or personalities to your show can expose your podcast to potential listeners from diverse audiences.
REQUEST REVIEWS, VOTES AND RATINGS
Reviews and ratings not only offer credible social proof but also boost your podcast’s visibility and ranking in the podcast directories. Encourage loyal listeners to leave a review and share their feedback about your podcast.
It is also worth remembering that (some) platform algorithms prefer contentious content. This includes content that divides opinion, that motivates downvotes as well as upvotes. Some of the strongest YouTube and Spotify channels have taken advantages of the algorithm.
MAKE IT EASY TO SHARE YOUR CONTENT
Browsing through various podcast distribution platforms, recommend podcasts to their friends. Incorporating shareable links to your podcast episodes makes it easy for your listeners to spread the word about your podcast. Word-of-mouth can be a powerful marketing tool.
PREPARE TRANSCRIPTS
Transcripts make your podcast more accessible and searchable. It allows listeners (or potential listeners) to quickly scroll through the content and highlights, and it helps with SEO since search engines can index the text.
SLICE AND DICE YOUR CONTENT
Create shorter highlights based around a topic, or question. These draw an audience in and will result in more views for the channel by more people. Diverse usage is a key to long-term success.
EMAIL MARKETING
Utilise your email list to keep your audience updated about new episodes, guest appearances, and any other special events related to your podcast.
DISTRIBUTION ACROSS PLATFORMS
To maximise reach, distribute your podcast across multiple platforms. This includes podcast directories such as Apple Podcasts, Spotify, and Google Podcasts, as well as on your website and blog posts. The more avenues you provide for potential listeners to discover your content, the better.
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METRICS
Tracking your podcast’s performance is crucial for identifying what’s working and what’s not, and to guide future marketing strategies. Keep an eye on listener demographics, listener growth rate, download numbers, episode retention rate, and other relevant metrics.
Marketing a podcast is a multi-layered process that goes beyond just producing good content. It involves strategic promotion, leveraging multiple channels, engaging with listeners, and continuously testing and refining your approach.