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Everyone wants to start a podcast.
But podcasts aren’t for everyone & they are extremely tough to grow.
Here is the playbook for successfully growing a pod.
6 growth strategies
6 real-world examples
Lets get into it
But podcasts aren’t for everyone & they are extremely tough to grow.
Here is the playbook for successfully growing a pod.
6 growth strategies
6 real-world examples
Lets get into it
STRATEGY 1: BUILD TOP OF FUNNEL
Podcasts have horrible discoverability & shareability.
Social/video platforms have exceptional discoverability & shareability.
Spend a lot of your content creation efforts building top of funnel to then drive down to your pod.
Podcasts have horrible discoverability & shareability.
Social/video platforms have exceptional discoverability & shareability.
Spend a lot of your content creation efforts building top of funnel to then drive down to your pod.
EXAMPLE 1: @APompliano
Pomp is a content machine.
He's spent years cultivating loyal social followings through content related/unrelated to his pod.
Twitter: 474.4k followers
YouTube: 146k
Linkedin: 28.8k
This helps him overcome the distribution challenges of podcasts.
Pomp is a content machine.
He's spent years cultivating loyal social followings through content related/unrelated to his pod.
Twitter: 474.4k followers
YouTube: 146k
Linkedin: 28.8k
This helps him overcome the distribution challenges of podcasts.
STRATEGY 2: THE PODCAST ROADSHOW
Nothing sells a pod better than people hearing your voice.
Market your voice to your audience by appearing on dozens of other shows.
Quality > Quantity
Try to only guest when there’s clear audience overlap with your desired audience.
Nothing sells a pod better than people hearing your voice.
Market your voice to your audience by appearing on dozens of other shows.
Quality > Quantity
Try to only guest when there’s clear audience overlap with your desired audience.
EXAMPLE 2: @guyraz
The Podfather does things that don’t scale to build his brand & ultimately, grow @HowIBuiltThis downloads.
From appearing on @bizcasualpod to interviewing Tim Ferriss on Tim’s show, Guy gets his voice in the right places.
And what a memorable voice it is.
The Podfather does things that don’t scale to build his brand & ultimately, grow @HowIBuiltThis downloads.
From appearing on @bizcasualpod to interviewing Tim Ferriss on Tim’s show, Guy gets his voice in the right places.
And what a memorable voice it is.
STRATEGY 3: MAKE NEW BEST FRIENDS
And their names are Apple & Spotify.
While podcasting is a decentralized medium, the lion’s share of listens fall within the walls of these two.
Get on their good side & you can get preferential placement on their heavily trafficked pages.
And their names are Apple & Spotify.
While podcasting is a decentralized medium, the lion’s share of listens fall within the walls of these two.
Get on their good side & you can get preferential placement on their heavily trafficked pages.
EXAMPLE 3: @bizcasualpod
Morning Brew’s inaugural podcast was featured on Apple Podcasts “New & Noteworthy” at launch.
It’s hard to know exact numbers, but you can assume tens of thousands of new listeners came through this channel.
Morning Brew’s inaugural podcast was featured on Apple Podcasts “New & Noteworthy” at launch.
It’s hard to know exact numbers, but you can assume tens of thousands of new listeners came through this channel.
STRATEGY 4: O&O PROMOTION
Have an airtight process for marketing through your owned audience.
This could be feed drops with other shows (if you’re part of a podcast network).
Or mentions in website articles or newsletter issues if your brand is predominantly text-first.
Have an airtight process for marketing through your owned audience.
This could be feed drops with other shows (if you’re part of a podcast network).
Or mentions in website articles or newsletter issues if your brand is predominantly text-first.
EXAMPLE 4: @garyvee
No one is better at internal cross-promotion than Gary.
Once he creates a podcast episode you’ll see it cross-promoted in fifty different ways.
On YouTube.
On social.
Via text message.
Through Email.
The guy has built an ecosystem marketing machine.
No one is better at internal cross-promotion than Gary.
Once he creates a podcast episode you’ll see it cross-promoted in fifty different ways.
On YouTube.
On social.
Via text message.
Through Email.
The guy has built an ecosystem marketing machine.
STRATEGY 5: GREAT GUEST MARKETING
Leverage influencers as content.
Whether it’s interview-style or a talk show, source guests that create great content and great marketing.
What’s better than a subject matter expert?
A subject matter expert with 150k twitter followers.
Leverage influencers as content.
Whether it’s interview-style or a talk show, source guests that create great content and great marketing.
What’s better than a subject matter expert?
A subject matter expert with 150k twitter followers.
EXAMPLE 5: @KevinHartreal
Kevin's new show, "Inside Jokes," has guest marketing built into its DNA.
Every Wednesday, the prolific comic interviews other big comedians to understand how they think.
Episode 1: Jerry Seinfeld.
Expect more big names & big promotion.
Kevin's new show, "Inside Jokes," has guest marketing built into its DNA.
Every Wednesday, the prolific comic interviews other big comedians to understand how they think.
Episode 1: Jerry Seinfeld.
Expect more big names & big promotion.
STRATEGY 6: CREATE, CREATE, CREATE
Nothing will replace consistent, great content.
The best way to build an audience is creating something people need & never take a day/week off.
Nothing will replace consistent, great content.
The best way to build an audience is creating something people need & never take a day/week off.
EXAMPLE 6: @tferriss
People think Tim is a magician for hitting #1 business podcast in the world and passing 100,000,000 downloads.
But it’s not magic.
It’s persistence.
Tim just recorded episode #496 and has been in the podcast game for nearly 7(!) years.
People think Tim is a magician for hitting #1 business podcast in the world and passing 100,000,000 downloads.
But it’s not magic.
It’s persistence.
Tim just recorded episode #496 and has been in the podcast game for nearly 7(!) years.
Hope you've enjoyed the podcast growth playbook!
If you found it helpful & want more threads on media strategy, business, and entrepreneurship, shoot me a follow: https://bit.ly/3jaqg96
If you found it helpful & want more threads on media strategy, business, and entrepreneurship, shoot me a follow: https://bit.ly/3jaqg96
