How to Distribute & Promote Your Podcast

Handling Comms During COVID-19? We've compiled our best resources.

Podcasting has slowly but steadily become more popular. Five years ago, podcasts had approximately 25 million unique monthly listeners. Now, that number soars above 75 million.

What others once considered a hobby has developed into the perfect method for brands hoping to reach an increasingly busy, on-the-go audience. Listeners are loyal, engaged and interested in what is being said.

When outlining your podcasting strategy, think about how you’ll distribute and promote what you’ve worked so hard to record. Here are the most important factors to getting the most out of your brand’s podcast:

1. Find a Reliable Host Provider

Look for a host that can consistently handle the data you upload. By determining your podcast’s average length and how often you’ll produce episodes, you’ll have a better sense of what plan to choose when researching third-party host providers.

Whether or not you go with one of the more popular options, like LibSyn, Soundcloud or TypePad, check to see if RSS feeds and SEO options are included in the mix. Without them, you’ll run into a slew of problems when sharing content on other sites.

2. Solidify SEO

SEO is vital to attracting listeners to your podcast. Include appropriate keywords as outlined in your strategy, but don’t stuff keywords to the point of creating nonsensical descriptions.

Coordinate tags, image descriptions and show notes to reflect what topic each episode covers. Also make sure your RSS feed header includes one of your designated keywords – it’s a lot harder to change once you’ve created and added it to your feed.

3. Publish on Podcast Directories

With 63 percent of listeners using mobile devices to download and access podcasts, submitting your podcast to a mobile-friendly directory like iTunes, Stitcher or Spotify is a must.

Make note of submission time frames, cover art file formats and additional requirements before submitting your RSS feed to avoid errors or rejection.

Additionally, look into acquiring a Creative Commons license so others properly attribute your content when referenced elsewhere.

4. Leverage Social Media for Promotion

Look to your established social channels to promote your podcast further.

Record a mini clip and publish it on YouTube to give viewers a behind-the-scenes glimpse. Include a trackable link to your RSS feed in social media profiles. Announce new episodes with visuals to grab attention. Encourage listener interaction with question and answer sessions, contests or special guests.

Promotion often involves two audiences – make sure to draw in new listeners by relying on those already praising your brand’s efforts.

Images: Stephan RidgwayRob McDonald (Creative Commons)


About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.

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