Guest Post: 5 Strategies to Boost Podcast Growth

James Carbary
August 4, 2022
Guest Post: 5 Strategies to Boost Podcast Growth

We believe every brand will have a podcast in 10 years time…and we want to be a part of that journey. We know a lot of other podcast agencies want to be a part of it, too - so we want to be a part of it with them through collaboration opportunities where every party is passionate about celebrating podcasting. Every party part of a podcast party, if you will. We know we can achieve great things when we cooperate instead of compete. And yeah, we compete, too; but we love to say yes to cooperating when it furthers the goal of helping brands create their market's FAVORITE show. The pie is big enough for us all, and we want to give you, dear reader, more delicious, in-depth, practical podcasting pie, regardless of which agency is serving it. With that, we give you this guest post from Quill Podcasting, another rad podcast production agency. So grab a glass of milk and enjoy!

5 Strategies to Boost Podcast Growth

As the podcasting industry continues to grow in size, podcasters are facing new opportunities and challenges every day. According to CoHost’s2022 Podcaster Insights Survey, one of the most common challenges podcasters face today is audience growth. In fact, 91% of survey respondents agreed that audience growth is the hardest thing about podcasting. That means that almost all podcasters out there today are struggling to reach new listeners, grow their community, and develop a devoted audience base.But have no fear! There are several tried-and-true tactics you can use to combat the audience growth challenge.Without further ado, here are five strategies you can rely on to help you boost audience growth and win over new listeners quickly:

1. Focus on adding value

A key element of podcast growth comes down to the obvious: creating excellent, high-quality content. Before you test out any new marketing or growth tactics, it’s important to address the elephant in the room: is your podcast content going to add value to new listeners? After all, you can connect with all the potential audience members in the world, but if your content doesn’t resonate with them, there’s a good chance they won’t stick around for more.Focus on essential elements like sound quality and production, editing, research and writing, and guest sourcing to ensure your podcast is the best it can be before you offer it to the world. In addition, before publishing each new episode, ask yourself how it’s going to add value to your audience: is it through entertainment, education, inspiration, or something else? Take the time to reflect on your goals as a podcaster and how you want to show up in the world to set yourself up for successful audience growth.Some examples of podcasts that are consistently adding value with each episode include:

  • Hackable? McAfee’s original podcast adds value to listeners not only through entertainment, but also by offering tangible tips on cyber security such as how to avoid falling into phishing scams.
  • Finance in 15 by PwC Canada. By offering bite-sized, 15-minute episodes that are packed full of expert insights, PwC Canada is offering a high-value, low-commitment podcast option that’s great for targeting busy executives.
  • Inside Trader Joe’s. Those who love Trader Joe’s, really love Trader Joe’s—which is why the massively popular chain of grocery stores caters directly to its fan base through a podcast discussing all their most popular items, products, events and more.

2. Choose the right hosting platform

When it comes to audience growth, choosing the right podcast hosting platform is a key step in the process. After all, your hosting platform should act as your trusted partner throughout your podcasting journey, so it should be properly equipped to help you with any obstacles you may face.The key is to choose a hosting platform that you trust so you can allow them to take on some of the heavy lifting when it comes to audience growth and discovery. This, in turn, will open up more time for you to focus on what matters most to your brand.Depending on whether or not you’re working with an agency, they may have a recommended podcast hosting platform you should use. Here are some examples of solid hosting platforms you might want to look into:

  • CoHost. Built for brands and agencies, CoHost is your one-stop-shop platform for managing, distributing and growing your podcast through advanced analytics capabilities and other tools designed to empower publishers.
  • Omny Studio. As a complete audio management solution for enterprises and radio stations, Omny Studio offers all the tools and features creators need to go from on-air to online in just seconds.
  • Simplecast. Providing podcasters with industry-leading publishing, distribution and analytics tools, Simplecast has made a name for itself as one of the most trusted hosting platforms in the industry.
  • Megaphone. Owned by Spotify, Megaphone provides modern podcast technology for both publishers and advertisers, including big names like Disney, ESPN and Gimlet.

3. Create content from previous podcast episodes

When it comes to SEO, Google will serve your content to more potential listeners if it’s able to pull from text. That’s why it’s a good idea to turn your podcast episode into a blog post and social media content to accompany your audio. If you haven’t been doing this so far along your podcast journey, carve out some extra time each week to publish show notes, blog posts, and social media updates based on previous episodes (or hire someone to do it! *wink wink*). Even if the content is older, there’s a great chance you’ll still be able to reach new, interested listeners who haven’t yet discovered your podcast.Here are some examples of podcasts doing this well:

  • The Well Said Podcast by Indigo. By adding full episode transcripts to their website in addition to a short description, a photo of the guest, and links to their books, Indigo is killing two birds with one stone: improving their SEO and encouraging listeners to make a purchase.
  • Transform It Forward by Axway. When each new episode of Transform It Forward launches, Axway publishes a curated blog post featuring guest quotes and key highlights from the interview to not only improve their SEO, but also to encourage listeners to check out the full episode.

4. Grow your network

The more you connect with other like-minded individuals, the greater your chances of growing a community around your podcast will be. Even if you don’t consider yourself an extrovert, you might find that you enjoy connecting with new people to discuss the things you’re passionate about.Use LinkedIn, Twitter, or a simple Google search to find new people who may share the same interests as you, and ask them if they’d like to meet up for a virtual coffee chat. Chances are, you’ll find some common ground with them while you help to spread the word about your podcast organically. You also might want to try sponsoring other shows within your niche, or doing a feed swap with podcasts discussing similar topics to you. Here are some easy ways you can find new people to connect with:

  • Engage with other users on LinkedIn
  • Make use of Rephonic’s neighbourhood of podcasts and audiences
  • Participate in Facebook communities
  • Attend local events (both online and in-person)

5. Use social media wisely

Of course, we all know social media is a critical tool when it comes to promoting just about anything today. However, just posting for the sake of posting isn’t going to get you anywhere. It’s important to design a smart social media strategy that will help you achieve your podcasting goals and connect with the ideal listeners you’re hoping to reach. Here are some tips to keep in mind when designing your stellar social media strategy for podcast audience growth:

  • Create quote graphics using episode content to tease new listeners. Make these as splashy and aesthetically pleasing as possible to draw in potential audience members and continue building your brand narrative.
  • Be intentional about the platforms you’re using. For example, if you’re hoping to reach an audience of 30-50-year-old marketing professionals, perhaps you’d like to place more of your energy into platforms like LinkedIn to ensure you’re reaching the right target.
  • Leverage the social media followings of your podcast guests. Once you’re ready to launch an episode, share a social media package including sample copy, imagery, and a link to the episode with your guest to increase the likelihood that they’ll post about the interview and expose new people to your show.
  • Convert the episode into a YouTube video to maximize your audience growth potential. When it comes to podcast growth, repurposing content to fit as many formats as possible is the name of the game.
  • Stay consistent. When it comes to social media, you’ll want to stick to a regular posting cadence, voice, and overall tone so your followers will know what to expect and build trust with your brand over time.

Some examples of podcasts that are doing this well include:

  • Mr. Open Banking. Sticking to a regular posting cadence of three posts per week, the Mr. Open Banking podcast is effectively building its brand and helping listeners know what to expect.
  • The Marketer’s Journey by Uberflip. Another example of a brand that consistently stays on top of its podcast social media marketing is Uberflip with its podcast, The Marketer’s Journey.

In conclusion

While growing your audience as a podcaster can be a challenge, the good news is that there’s truly an endless number of ways you can reach new listeners and carve out a devoted fan base. Get crafty and don’t be afraid to experiment with new tactics—your creativity will ultimately be rewarded.


Mackenzie Patterson is the Digital Content Strategist at Quill Inc and CoHost. You can find her writing about all things audio, content marketing, and growth.

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