Tag: Podcast Marketing

If you’ve ever wondered if you need a podcast website, you’re in the right place. Our latest article explores the benefits of having a website for your podcast.  

As you already know, podcasting goes far beyond speaking into a mic. With so many elements of the creative process to consider, you might question if building and maintaining a website is worthwhile. 

What are the benefits of having a website for my podcast?

While your podcast can function without a website, it doesn’t mean it should. A website makes sense for several reasons, so let’s get into them. 

Increased earning potential

We all know that earning a regular income from podcasting can be challenging. Thankfully, having a website can unlock new income streams. You can use your website to reach more people and boost your earning potential. There are several ways you can do so, such as: 

• Using affiliate links in your content
• Promoting your own merchandise 
• Adding a donation button
• Onsite advertising 

Furthermore, your website can be a landing page to drive sign-ups to your newsletter. An excellent newsletter with solid open rates and engagement is a valuable asset to creators! 

Content ownership

Both websites and newsletters are mediums that offer content ownership other platforms don’t. While growing and interacting with listeners on social media is great, you don’t own these channels; they could be hacked or taken away at any point. So, it’s always good to safe-proof yourself and grow your audience on several mediums. Yes, it’s time-consuming, but it’s worth it! 

Better discoverability

Discoverability is another challenge a lot of podcasters face. With more podcasts launching all the time, it’s becoming increasingly difficult. Optimising your website for SEO can help you cut through the noise and get your show out there and easily found. 

Opportunity to repurpose your podcast episodes 

Your website doesn’t need to have tons of content on it. But, if you choose to roll out consistently you can repurpose your podcast episodes into new content. For example, you may take a topic from a recent episode and spin it into a blog post using transcription. Offering your content in different mediums means it becomes more sharable and digestible. 

Added value for your community 

Finally, a website is a chance to offer added value to your community. Podcasting is such a great medium, but that doesn’t mean there isn’t value in other forms. For example, if you have a podcast on sustainability, you could direct listeners to your website to download free resources linked to the topic. 

Free resources can also be an excellent lead magnet to drive newsletter sign-ups and upsell, such as a membership offering or recommended products using affiliate links. 

Podcast websites 101

It’s important to remember that your website doesn’t need to be all singing, all dancing; it simply needs to function well and serve its purpose. But there are a few things you do want on your website: 

• An introduction of yourself and your podcast
• An email capture so you can grow your mailing list – it’s precious real estate! 
• Links to all your socials and podcast platform 

So, the short answer to the question ‘Does my podcast need a website?’ is yes. If the idea of creating a website is daunting, the internet is your best friend. Plenty of free resources and guides help you from start to finish. Need more support? Explore our membership options here and unlock the power of podcasting. 

Creating a podcast is no mean feat; promoting it is a whole other challenge. In this article, we’re sharing our ideas on what should be in your podcast marketing toolkit if you want to reach more people and grow your audience. So, let’s get into it! 

Your podcast marketing checklist

1. Original artwork 

The most important element of your visual branding is your podcast artwork. You want your podcast to be instantly recognisable. So, spend some time nailing your artwork and ensuring it’s consistent across all platforms. 

2. Killer description 

Once you’ve sorted the visuals, it’s time to master the words. In addition to great artwork, you’ll want an equally impressive podcast description for apps and platforms. Think of this as your elevator pitch. It’s a chance to sell your podcast in a short and sweet format. 

3. Branded episode assets

From guest quotes and audiograms to episode quotes, your branded episode assets are any content you or your guests share online to promote your podcast. While they can be distinct from your pod’s artwork, aim to keep them in line, using the same colour palette and fonts to ensure you have a distinct brand style. 

4. Video content 

Video content is invaluable when it comes to marketing. So, whether you’re a video-first creator or create video content specifically for YouTube shorts or social media, it’s an essential part of your tool kit. 

5. Website 

Websites don’t need to be expensive or have lots of content. Instead, opt for a simple website including all need-to-know information like links to your show and your socials, an introduction to your podcast and a data capture form. 

6. Email list

Once you’ve captured data from your audience, use it to build out a mailing list to reach them easily. Unlike social platforms, your mailing list belongs to you and can never be taken away at the click of a button. Furthermore, building your list opens opportunities to build engagement and boost revenue. It’s a win-win.  

7. Show notes and transcripts

Not only are show notes and transcripts good for SEO, but they’re good for accessibility, too. So, make sure that you set aside some time to ensure every episode you publish has excellent show notes and a transcript – you can use tools to make it easier! 

8. Press/media kit

A press or media kit is another thing you should have in your arsenal for several reasons. Whether for a PR opportunity, to share with potential guests or to get sponsorship, a media kit can be a one-pager or document with all the key information about your show. Sell yourself! 

9. Trailer 

A great trailer is a bite-sized way to get your show shared far and wide across podcast platforms, social media, and various podcast platforms. To learn more about creating the perfect trailer, check out this article. 

10. Universal link

Last but certainly not least, every podcast should use a universal link. This ensures no one gets left out, no matter what device they listen to podcasts on. Simple housekeeping like this can make a lot of difference. 

So, there you have it, our ten must-haves for your podcast marketing toolkit. We understand that looking at this list may feel overwhelming if you’re just starting out, but it’s worth ensuring you have as many of these in play as possible to ensure you market your show effectively and reach your intended audience. 

If you enjoyed this article, stay tuned for more coming soon! In the meantime, check out more of our podcasting blogs and resources here. 

When it comes to podcasting KPIs, downloads are often a go-to metric. However, there are plenty more success metrics that are worth looking at. This article looks at five success metrics you should consider using to benchmark your performance and set future goals. 

While we don’t recommend becoming obsessive over numbers, it is important to check metrics regularly. This way, you can determine what is and isn’t working for your audience and lean into it. 

Let’s get into it!

Podcasting KPIs

Subscribers

Subscribers can be one of the most valuable indicators of your podcast’s success. From looking at subscribers for each episode, you can determine which prompted listeners to take action. Getting new subscribers not only means more people will be notified when you drop a new episode, but these listeners also become more likely to take another action, such as leaving you a review or sharing your podcast with a friend. 

Completion rate & listen time

When looking at download figures, you can’t tell if listeners dropped off during an episode. So, this is why delving deeper into listening times is important. By looking at the listening time, you’ll get a good overview of whether people are listening to the entire show or just some of it. 

As a result, you can highlight unpopular segments and topics. Furthermore, you can use the stats to determine the optimal episode length for your audience. 

Audience demographics

While demographics on podcasting platforms are somewhat limited, they’re still an important metric. For example, taking the time to understand which countries your listeners are from will allow you to engage with your audience and identify new opportunities to tap into your market. 

If you want to learn more about your audience, consider using social media or an online tool to create a short survey. And if you have an email list you can send it to, even better! Not only does this give you valuable insights to help you better cater to your listeners, but engaging with them this way makes them feel included and valued. 

Marketing effectiveness 

If you’re working hard to push your podcast on several channels or using various tactics, it’s essential to measure what’s working. Once you do, you can double down on that and continue to grow. 

For example, if you’re sharing snippets of your podcast on TikTok and they’re performing well on the app, are they driving listeners to your show or helping to build an engaged community? Rather than getting caught up on vanity metrics, you need to understand what is driving action. 

While tracking can be tricky to set up, we highly recommend using marketing attribution tools to determine where your marketing efforts are paying off. 

Audience feedback 

Although it can be daunting, researching what people are saying about your show is also important. From reviews and ratings to social sharing, gathering and searching for feedback from listeners will help you find out what is and isn’t working. Even negative feedback can be seen as positive, as knowing where to improve your show is always helpful.  

By doing so, you’ll also get the opportunity to engage in conversations with listeners and better understand your audience. 

If you’re not already setting aside time to review your podcast metrics, you really should do. Creating and marketing a podcast is time-consuming, so it’s essential to assess KPIs to ensure you’re prioritising the right things continuously. Remember, adapt where you can double down on what’s working and don’t be afraid to try new things. 

If you could use the support of our inclusive podcasting community, discover our membership options here.

With podcast award season in full flow, it got us thinking. Is it worthwhile to enter podcast awards? In this article, we’re detailing some of the upcoming awards and helping you weigh up if you should put yourself in the running. So, stick with us if you like the idea of an accolade to mark your efforts.

To enter or not to enter

While there are several benefits of entering podcast awards, there are three key things to consider before you start: time, money and relevance. 

Entry fees

Many podcast awards command an entry fee. So, this should be your first consideration when it comes to shortlisting options and deciding if it’s a worthwhile investment. Costs range depending on the award and are sometimes tiered based on entry dates & the size of your organisation. 

When looking at entry fees, be wary of any awards that guarantee results based on fees. There’s a difference between paying an entry fee to support running costs and paying to win. In a recent Reddit post, Matt D said: “I’ve previously run the British, Australian and Irish Podcast Awards, and there’s always been an entry fee for the main categories (pro-rated to size of show) – but that’s because there’s lots of costs to putting on the event/running the scheme.” 

He added: “Generally, all professional media awards have entries fee associated with them. The key thing to look for is who are the other participants and if there’s a broad selection of really high-quality sponsors.”

Time 

The second consideration is time. The entry process varies for each award, but some are quite lengthy. So, ensure you have time and resources to complete the application. It’s better to enter fewer awards and do it well! 

Relevance 

Finally, you need to consider whether the award you’re considering entering is relevant or even matters to your audience and community. For example, if you have a beauty podcast, an award within the relevant sector would be infinitely more valuable than a general podcasting award. If you can, opt for awards highlighting you as an expert in your respective industry.

The benefits of entering podcast awards

If you can invest time and money into entering awards, several potential benefits will be enjoyed, particularly if you do well! 

• Exposure – if you’re entering popular awards with big sponsors, you can expect a PR boost for your show. As a result, you may see increased listeners and subscribers. 
• New opportunities – in Matt’s Reddit comment, he also said: “shows themselves often used their win to get book deals, tours and new ad deals.” 
• Networking – we’re big fans of the podcasting community, and entering awards give you the chance to discover & meet fellow audio creators. An added bonus! 

This is by no means an exhaustive list. Rather a handful of popular podcast awards that you might want to consider. We’ve included deadlines and entry fees to give an overview of this year’s various awards.  

2023 Podcast Awards

British Podcast Awards

 The British Podcast Awards is the industry-leading podcast awards. And they’re looking for shows that “celebrate the best of the podcast medium, rewarding programmes that create high-quality, episodic content, consumed by their subscribers and podcast app listeners.”

 The early bird entry deadline is 27 April, and the standard entry is 18 May. The entry fees are based on an individual or company’s annual turnover, ranging from £35-£165 + VAT. Entries that miss the early bird deadline will receive an additional £95 entry fee.

 The British Podcast Awards is also partnered with Irish Podcast Awards and Australian Podcasts Awards.

Ambies

The Ambies® recognises “excellence in podcasting and elevate awareness and status of podcasts as a unique and personal medium for entertainment, information, storytelling and expression.” 

The fee for members of The Podcast Academy is $100 and $175 for non-members. 2023 is now closed, and winners have just been announced! The deadline for 2024 is likely to be November.

Webby Awards

The Webby Awards, which are in their 27th year, celebrate the best of the internet on an international scale. The 28th Annual Webby Awards Call for Entries will open in mid-September. 

However, the European award program, Lovie Awards, is open now until 28th July. The Lovie awards honour “the best of the Europen internet” and are gearing up for the 13th annual awards; details for the 2023 Awards will be released any day now, so stay tuned. 

Audio Production Awards

One for the producers among us! The Audio Production Awards celebrate the best in audio production in the UK. Although submission dates and entry fees are yet to be released, ​​the fees were Entry fees have frozen at 2018’s prices of £35+VAT for AudioUK Members and £45+VAT for non-members in 2022. 

International Women’s Podcast Awards

And finally, a special mention and one to look out for later in the year – the International Women’s Podcast Awards which champion the work of women and people of marginalised genders in podcasting globally, both behind the mic and behind the scenes, from podcast hosts and producers to editors and writers.

As we mentioned, a whole host of podcasting and audio awards are out there. So, take your time to research costs, entry processes and the opportunities that are relevant to you. If you could use the support of the Content is Queen community, check out our membership options.

A great podcast trailer can do wonders for your show. It’s a bite-sized way to get your show shared far and wide across social media, marketing channels and podcast platforms, helping more listeners discover your pod. If you don’t already have a trailer, it’s about time you record one! So, in this article, we’re exploring the importance of podcast trailers. But, of course, we always like to come with the goods, too. So, we’ll send you on your way with our top tips so you can nail it.

Podcast trailer numbers

Have you ever wondered how many podcasts have trailers in their feed? Well, Podnews has the answer. Over three months, Podnews analysed 362,324 podcast feeds and found just 50,096 (14%) have a trailer marked in their feed. 

The remaining 86%? A land of missed opportunity. 

Following further analysis from Dan Minsener of Bumper, 54% of the Apple Podcasts 200 had trailers, while 50.5% of the Spotify top 200 did too. 

While a trailer alone isn’t the secret to securing a top spot with the streaming giants, it can help. According to Arielle Nissenblatt’s recent Twitter thread, here are just three reasons you should have a trailer for your podcast:

• Many podcasts apps prioritise trailers by giving them a special promotional space
• It gives a potential listener a taste of your content
• It challenges you to distil your message down into a short audio teaser 

If you’re looking for inspiration for your podcast trailer, check out Arielle’s brand new show, Trailer Park: The Podcast Trailer Podcast. Once you’ve perfected yours, you can submit it to be featured. 

How to create a killer podcast trailer

Ready to take the plunge and create your trailer? Here are our top tips. 

Keep it short

Approach your trailer like an elevator pitch. A trailer is your chance to capture your audience’s attention and quickly convince them to keep listening. The secret? Find the sweet spot between being succinct while reflecting your personality and what the show’s about. 

Introduce yourself 

Let listeners know who you are and your role in the show. Whether you’re an expert in your field, have a particular geek, or tackle taboo subjects head-on, share it. 

Introduce your show 

A trailer is your chance to let listeners know what they can expect from your show. Cover episode frequency and format (Q&A, interview, documentary style) and share your core objectives concisely. Don’t forget to include the name of your podcast here. 

Sell it 

What makes your podcast stand out from the tens of thousands of shows, and why should people listen to it? Take the opportunity to sell your strengths and what makes you different; lean into it unapologetically if you have a niche. 

End with a clear call to action 

Be sure to let people know what you want them to do once they’ve finished listening. Whether it’s subscribing, following or rating, give listeners crystal clear instructions. Brownie points if you can include a super juicy hook, too. 

If you enjoyed these tips, there’s plenty more to come. Stay tuned for more insights and actionable advice coming soon. In the meantime, check out our affordable membership options to join our inclusive community of audio creators.

We’re exploring email marketing in part two of our marketing your podcast articles. If you’re keen to discover why email marketing is great for podcasters and how you can grow your mailing list, stick with us. As always, we’re on hand with plenty of actionable advice and handy tips to help you reach more listeners and grow your pod. 

Why podcasters should use email marketing

With social media, podcasting platforms, blogs, and so much more, you might think adding email marketing to your list is just too much. We don’t blame you. However, growing your email list offers plenty of benefits, such as: 

You own the channel 

We’ve all seen the despair of content creators who have lost access to their social media accounts overnight. Thankfully, with email marketing, you own the channel, and no one can take your subscribers away. 

Personalised communication 

Using an email marketing platform such as Flodesk or Klavyio, you can use tools to segment your mailing list. Then, depending on the recipient, you can personalise emails and include specific content for that segment. 

Complete control

A key drawback of social media is the lack of organic reach, with many posts reaching 10% or less of your followers. With email marketing, you can easily control which subscribers receive your message. All you have to do is convince them to open it! 

Easy to create content 

If you spend some time developing templates, emails become quick and easy to create. So, you can incorporate a new marketing channel into your strategy with little additional work. 

Boost revenue 

Email marketing is affordable, allowing you to communicate with thousands of people at a low cost. Although it’s an investment, it’s also an opportunity to boost your revenue, whether selling merch, tickets to lives or events, affiliate links or promoting your sponsors.

How to grow your podcast mailing list

Now we’ve covered some of the benefits, let’s get into how you can grow your podcast mailing list and reap the rewards.  

Use your website to capture emails 

If you have a website, add a pop-up to encourage visitors to subscribe to your mailing list. If you don’t have a website for your pod, you can create a single landing page to acquire new subscribers. 

Collect email addresses on social media 

A simple way to gather emails is by using social media. For example, you can add a sign-up link in your bio or create an IG story with a question box to collect emails and manually add them to your list. In short, the simpler it is to sign up, the better.  

Offer an incentive to drive sign-ups

It’s helpful to use an incentive to drive sign-ups. This is called a lead magnet and can be something valuable subscribers can access, download or enjoy, such as: 

• Exclusive content, such as bonus episodes 
• Downloadable checklists, templates, and worksheets
• Access to an exclusive online community
• Discounted merchandise 
• Entry to a competition 

Of course, the lead magnet you choose depends on your industry and your audience’s interests. So, take common examples and tailor them appropriately. 

Encourage readers to share your content 

If you want your emails to reach more people, actively encourage your subscribers to share them. Simple copy along the lines of “share this with a friend who you think would enjoy it” can go a long way to increasing reach and growing subscribers. 

Focus on quality content & consistency 

While it’s great to focus on growing your mailing list, remember to nurture existing subscribers too. As always, you’ll want to focus on producing quality content on a consistent schedule to keep your mailing list engaged and subscribed. 

Automate as much as possible 

Last but certainly not least, automation is your best friend. From welcome emails to scheduling content, automate your email marketing as much as possible to reduce your workload. 

If you found this content useful and would like to access more of the same, sign up to our newsletter email list here to ensure you never miss a Content is Queen update. 

There are plenty of ways for people to discover your podcast, from word of mouth and the podcast platforms themselves to YouTube. But, of course, one of the most powerful ways to reach the masses and boost visibility is through social media. Although you’re a creator, social media can quickly become overwhelming, with so many platforms, tools, and tips in every direction. That’s where we come in. This article shares some of our tried and tested tips to promote your podcast on social media. 

Social media marketing hacks for podcasters

This is by no means an extensive list of hacks, but it will get you off to a good start. So, let’s get into it.

1. Choose your platforms wisely 

There’s no need to be on every single social platform. Instead, choose the platforms that your audience actually uses. If you’re not sure where that is, ask them. Now, it’s likely that your audience is on several platforms, so it comes down to selecting platforms you can commit to. It’s better to do one or two platforms well than do four poorly.  

2. Add value with every post 

There’s a whole lot of noise on social media. Ensuring you’re adding value with every post will help you to cut through the noise and build an engaged community. Remember, adding value can be as simple as making your audience laugh. So, if it’s relevant and you think it will resonate with your audience, give it a go. No one gets it right every time, but you need to be prepared to continually test different content to discover what works. 

3. Leverage your guest’s audience 

If you’re trying to build up a following on social media, be sure to leverage your guest’s audience. But don’t expect your guest to do the hard work for you. Instead, provide plenty of assets, including imagery, suggested copy and social handles, so they can help you to promote their episode. 

4. Format content specifically for the platform 

Yes, social media is time-consuming. But, no, that isn’t an excuse to post the exact same content across your channels. While you should always repurpose content, take a little extra time to format your content specifically to the channel, you’ll be posting it on. Always remember, if you’re using social media as a discovery tool, you want to make a great first impression. 

Types of content you can use to promote your podcast

Once you’ve chosen your platforms, the next thing to think about is your content strategy. Using many different formats is a great way to keep your audience engaged. Variety is the spice of life, After all. So, here are just some ideas for content: 

• Guest announcements 
• Teasers
• Quotes and questions 
• Short-form video – if your podcast is audio only, use an audiogram! 
• BTS (behind the scenes) content
• Archive footage 

Top tip: don’t forget to appeal to your audiences’ broader interests and avoid purely promoting your podcast in every post. 

Three golden rules for social media marketing

Social media is ever-changing; sometimes, keeping up with those changes feels impossible. However, regardless of the platform, here are three golden rules you should always follow. 

• Consistency is key: when you’re creating a content strategy, opt for a posting schedule that is manageable for you. It’s better to post consistently once a week than sporadically without a plan. 
• Quality over quantity: with consistency comes quality. Spend time creating quality content that will engage your audience rather than scrambling to post for the sake of posting.  
• Don’t post and ghost: building an engaged community goes far beyond posting. Instead, you must show up on your chosen platforms and regularly engage with your audience and other creators. 

Inspiration 

If you’re looking for some inspiration from fellow creators, check out these Instagram accounts: 

• @scenesofbeauty_ is great for BTS reels and has lots of tips and advice. 
• @yourauntiescouldnever does video & YouTube really well.
• @soulsutras shares excellent BTS and educational content. 
• @survivingsocietypod nails guest spotlighting.
• @tindallpodcasts is a fab example of captioned video episode teasers.

To access our inclusive community of podcasters and the resources you need to grow your podcast, check out our membership options here. 

If you’ve ever lost hours scrolling through TikTok, chances are you’ve seen snippets from podcasts on your feed. Plus, with the news that TikTok is preparing to launch a podcast app, you may wonder if you should use the platform to promote your pod. With over 1 billion monthly users, TikTok offers plenty of opportunities. So, we’re on hand to explore TikTok for podcasters and how you can use the ever-growing app to build your audience. 

TikTok audience

TikTok allows creators to reach a demographic that is traditionally harder to reach. TikTok data has shown that 80% of users are 16 – 34, with the majority under 25. Do you know who else falls into that demographic? Over half of podcast listeners. So, there’s plenty of overlap between TikTok users and podcast fans. 

A world of opportunities

There’s already a strong podcasting community on TikTok, and it’s growing as video podcasting becomes more popular. Here are three reasons why you should consider jumping on TikTok:

• There’s an opportunity for tremendous organic growth even with a limited budget
• If you get started now, you’ll still be a relatively early adopter, putting you ahead of the game 
• Gen Z are tastemakers, and TikTok offers a prime opportunity to reach them 

How to promote your podcast on TikTok

If you’re ready to try your hand at TikTok, here are some tips to get you off to a strong start. 

Nail your branding

When you set up your TikTok account, ensure that your brand identity remains at the core. Opt for a bold profile picture, a relevant username and a punchy bio – you only get 80 characters.

Use teasers

While you can post videos up to 10 minutes long on TikTok now, that doesn’t mean you should. Using short-form video content to appeal to short attention spans is the way to go. Remember, if someone’s never heard of your podcast, you have seconds to pique their interest. So, opt for ‘best bit’ snippets that showcase your podcast well. 

Teasers can establish your voice within the niche, challenge perceptions, spark interest, highlight special guests, and SO much more. If you’re sharing a longer clip, start with a short, snappy introduction, so viewers know what the video is about; this is a great example. 

Create BTS content

As with podcasting, authenticity always goes down well on TikTok. Using BTS (behind-the-scenes) clips is a great way to diversify your content and showcase your personality. Experiment and find what works, from setting up for a recording to editing and bloopers; variety is key.

Master your hashtag strategy

TikTok has become a search engine, with nearly half of Gen Z using the platform over Google search. To show up in these searches, using relevant hashtags is essential. This is an excellent resource for all things TikTok SEO.

Leverage your guests

Got a guest with a decent TikTok following? Be sure to create plenty of assets they can use to promote the episode on their page.

Be prepared to jump on trends

Of course, the goal is to promote your podcast, but you can still jump on trends, especially when they’re super relevant. Follow other TikTokers in the same niche, popular TikTokers and strategists to keep up with trends.

Don’t post and ghost

Finally, remember you’re not just on TikTok to post. Instead, it would help if you spent time engaging on the platform to build your digital footprint. Community-building is big on TikTok, so ensure you’re setting aside time to engage. 

It’s worth remembering that, as with all social platforms, getting results on TikTok can sometimes feel hit and miss. So, don’t get disheartened if you’re struggling to gain traction. Instead, stay consistent, and the results will come.

Best in class

Need some inspo? Here are some of our favourite podcasters on TikTok: 

Black Gals Livin

ShxtsnGigs

The Receipts

Steven Bartlett

The Nearlyweds 

Grace Beverley

The Girls Bathroom

Spend time checking out these best-in-class examples and jot down what you think they’re doing well. Then, you can build a strategy that suits your niche and appeals to your target audience. 

Want to access more podcasting tips, tricks and tools? We got you. Check out our membership options here.