In today’s crowded podcasting world, making great podcasts isn’t enough. You might have amazing content, but if people don’t know it exists, it won’t matter. It’s important to not just create podcasts but to also focus on distributing them well.
In this article we want to share some practical tips on how to get your podcast noticed. Let’s dive into these simple yet effective strategies for distributing your podcast.
From Ross Simmond’s LinkedIn Post
5 Ways to Distribute Your Podcast
1. Optimize Your YouTube Presence
YouTube is a huge platform with millions of viewers, so posting your podcast videos there can help you reach a large audience. However, just uploading your videos isn’t enough. You need to optimize them. First, always end your videos with a clear call to action, like asking viewers to subscribe to your channel. This reminder can help grow your subscriber base.
Also, pay attention to your thumbnails. These are the small pictures people see before they click on a video. Make sure your thumbnails feature your face along with a short text about what the video is about. This makes your videos more attractive and clickable. A good thumbnail can make a big difference in whether someone chooses to watch your video or not.
Pro Tip: Use analytics tools to understand which thumbnails and calls to action are most effective. This data-driven approach will help you refine your strategy over time.
2. Share on Social Media Platforms
Social media platforms like Twitter, LinkedIn, and Facebook are excellent places to share your podcasts. Each platform has different users, so posting on all of them helps you reach a wider audience. However, don’t just drop a link to your podcast and disappear. Instead, create interesting posts around your podcast episodes.
For example, you can write a catchy headline or pull out a memorable quote from the episode. Adding a visual element, like a good image or a short video clip, can also attract more attention. When people find your social media posts engaging, they’re more likely to click through to listen to your podcast.
Pro Tip: Tailor your posts to fit the norms and expectations of each platform. What works on Twitter might not work on LinkedIn, so customize your approach accordingly.
April Dunford, promoting her podcast on her personal Instagram account
3. Engage with Niche Communities
Communities are groups of people who share a common interest. These can be found on platforms like Facebook, Slack, or Discord. Being part of these niche communities can significantly boost your podcast's visibility. However, there’s a right way to do this.
Don’t just post your podcast link and leave. That can seem spammy and might get you banned. Instead, start by adding value to the group. You can participate in discussions, share useful information, and engage with other members. Once you’ve built some trust, you can start sharing your podcast episodes. By showing that you’re a valuable member of the community, people will be more inclined to check out your podcast.
Pro Tip: These are some subreddits to start with, for posting your new episodes:
4. Create Valuable Shareable Content
Creating short, shareable pieces of content from your podcast episodes can help spread the word. These can be memorable quotes, key takeaways, or short video clips. The goal is to create content that is easy to share and provides value quickly. When people find these snippets useful or interesting, they’re likely to share them with their friends, spreading your podcast’s reach.
There are various tools available to help you create these snippets. Apps like Flowjin can help you create audiograms or short video clips automatically. The more shareable and engaging your content is, the more people will hear about your podcast.
Pro Tip: Use a variety of formats to see what resonates most with your audience. Sometimes a quote card might perform better than a video clip, or vice versa.
“Find out what each of these centralized platforms is looking for and actually start creating content for that platform… Don't imagine the exact same audio from your podcast episode or the exact same video from a YouTube video is going to translate one to one into TikToks.” - Buzzsprout Head of Marketing, Alban Brooke (Hit Publish)
An example of sharing quotes from your podcast - from Mark Yegge’s Linkedin
5. Consistency is Key
Consistency is crucial when it comes to distribution. It’s not just about producing one great episode and moving on. You need to keep sharing and promoting your episodes regularly. This consistency helps keep your podcast in front of potential listeners.
One way to stay consistent is by creating a content calendar. This can help you plan out your posts and ensure you’re consistently sharing your podcast across different channels. By doing this regularly, you help build a steady stream of new listeners and keep your current audience engaged.
Pro Tip: Create a content calendar to manage your distribution schedule. This helps ensure you remain consistent and helps plan your promotional activities in advance.
We drew inspiration from episode 207 of the One Percent Better Podcast by Joe Ferraro, featuring a discussion with Ross Simmonds. You can listen to the episode here.
Their conversation highlighted an important lesson for podcasters: distribution is key. Creating a great podcast is important, but if you want people to listen, you need to focus on how you distribute it.
By optimizing your YouTube presence, leveraging social media, engaging with niche communities, creating shareable content, and being consistent, you can greatly increase your podcast’s reach. Distribution isn’t just a one-time task; it’s an ongoing process that requires regular effort.
The takeaway is clear: shift some of your focus from just creating more episodes to distributing the ones you already have effectively. This approach can help your podcast get noticed, build a loyal audience, and achieve greater success.
Using these simple strategies will help your podcast stand out in today’s crowded digital space. Remember, it’s not enough to just create good content; how you distribute it makes all the difference. Stay consistent, engage with your audience, and keep spreading the word about your podcast. Over time, these efforts will pay off, and you’ll see your podcast grow and thrive.