Podcast Marketing Trends Explained: Data-Driven Podcast Growth Strategies

We've reached the end of Season two, but are by no means slowing down. Here's what we're going to be up to over the next few months between seasons.

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One in ten music albums makes its money back. The same is true for startups and movies. But what about podcasts?

Is it possible for any of us to create a successful show? Or are the odds always going to be stacked against us, with only a tiny fraction of shows breaking through to the mainstream?

In this episode, we break down the odds behind creating both a successful show and a successful career as a creator, and explore exactly what you can do to stack the deck in your favour.

📊 What did you...

Over the past year, median podcast growth rates were nearly flat. In other words, the typical show experienced almost zero growth over the previous 12 months.

If you’ve been in podcasting for a while, this might correspond with your feeling that it is harder to grow today than it once was. And yet… while growth may have slowed for the typical show, there are others that are unlocking more and faster growth than ever before.

So what’s going on here? And what do we as creators need to do to tap into the potential for gr...

Video is changing podcasting, probably forever and probably in ways we can’t predict.

But while conversations and debates about the risks and upsides to creators as well as the industry as a whole are inescapable right now, they all seem to be missing the key point: That this isn’t a conversation about different consumption mediums and file delivery formats.

It’s a conversation about YouTube as a platform, and the power, influence, and magnetism it exerts on every person on the internet.

📊 What did you think of this episode? Click to cast your...

There’s no shortage of advice to be found on how to grow your audience. But how closely does that advice align with how podcast listeners say they actually find, choose (and abandon) the shows they listen to?

It turns out, there are a number of surveys that have asked listeners to share their discovery and consumption habits. And while the data can sometimes contradict itself, it offers us as creators a peek behind the curtain into podcast listeners’ hidden psychology, so that we can better meet them where they’re at with our marketing and our shows...

People make decisions based on the information they have available to them. When it comes to podcast discover, that information almost always consists of just two elements: Your show title and cover art.

These two elements, then, are the first and more impactful listener filter. Get them wrong, and you’ll miss out on a constant stream of your ideal listeners who are passing the show over because they don’t realize it’s relevant or aligned with their taste.

But what does the “wrong” title or cover art even look like? And more importantly, what does...

Why do people listen to podcasts? And why do they listen to YOUR podcast (or one like yours)? It turns out, the answers to these questions can be found in a nerdy, obscure marketing concept called Jobs to Be Done Theory.

Jobs to Be Done Theory origins date back to the 1930s, but was more fully developed by Harvard Business School researched Clayton Christiansen—primarily through an iconic case study about milkshakes… and how people don’t buy milkshakes for the obvious reasons you might think.

But JTBD applies to much more than milkshakes. In fact...

Its easy to imagine that if you just had a budget to put toward paid podcast advertising, all your marketing problems would be solved. But is that really true? Anyone who’s ever done any advertising will quickly tell you its one of the most gruelling, creatively challenging marketing practices on the planet—one where you have to be ok with burning a large amount of cash up front to figure out what (if anything works). That said if you approach it with a bit of savvy… paid advertising can be a sneaky smart way to grow.

📊 W...

Beneath the surface of every creative medium is a hidden code. Like DNA, this code dictates the constraints and possibilities of what’s possible within that platform. Like any platform, podcasting has its own code. The problem is most creators don’t understand the unique platform dynamics, constraints, and psychology baked into the medium… which makes it hard—if not impossible—to grow. Fortunately, once you’re able to decipher the code—of podcasting or any other platform—you unlock your potential for growth and ROI.

Topics Covered

00:00 Understanding podcast’s platform dynamics
01:58 Listener bandwidth
05:5...

For 74% of podcasters, downloads are the primary metric used to measure success. But should they be?

For years, downloads were one of the only ways creators could measure the reach and impact of their show. But over the past few years, we’ve been getting a slow but steady stream of new analytics tools and data points… many of which provide much more useful information about
whether what we’re doing is working than downloads alone.

Topics Covered

00:00 Why do so many people care about downloads?
06:06 The case in favour of downlo...

A podcast listener's decision to click play boils down to a small number of touchpoints.

Most prominent are your show title, artwork, and episode titles. But while these (and other) touchpoints have always had a significant impact on listener acquisition, we've never had a way to track it.

Until now.

In 2024, Spotify rolled out a new discovery dashboard, giving us as creators a new set of metrics to understand how listeners flow through our listener acquisition funnel.

The best part is that if you know how to interpret the data this...

Will discovery algorithms actually grow your show for you?

Since the dawn of podcasting, creators have been clamoring for better discoverability. And now, thanks to YouTube & Spotfiy’s algorithms, better discovery might be here.

But will it actually be the marketing cure-all many creators hope it will be? Or might it actually make it harder to grow? Or perhaps, algorithmic discovery will change the medium into something else entirely…

One way or another, we’re about to find out. Here’s how to prepare for it.

📊 What did you think of this episod...

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It’s a turbulent time to be a podcaster.

YouTube and Spotify are introducing discovery algorithms that have the potential to both help and hurt creators. The rise of video podcasting is challenging the very definition of what a podcast even is. And AI… well, you already know about AI.

In short, being a podcaster today means trying to keep your head above water in the firehose of noise that is constantly flooding your listeners’ screens, feeds, and even personal recommendations.

So the question is: In the face of all of this noise, compet...

Michael Jordan, Simone Biles, Wayne Gretzky. Every so often, someone comes along who is playing the game at a whole different level. And when it comes to podcasting, we've got two of them.

Jay Clouse and Chris Hutchins each host hugely successful shows. And this special episode, we're getting inside the minds of these two creators to understand the thought process, experiments, and personalities behind the downloads (not to mention some serious revenue).

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Plus, we need your help to decide what to make next.

We spend the majority of our time thinking about podcast marketing & growth. But that doesn’t mean we have it all figured out.

In this final episode of Season 1 of Podcast Marketing Trends Explained, we break down our stats from the season along with our mistakes and missed opportunities, lessons learned… and the surprising insights we’ve gained along the way.

Plus, we brainstorm three new show concept ideas to keep us busy between seasons… and ask your feedback on which one we shoul...

 A magnetic show concept gives you an unfair advantage over every other show on your topic, even in the most crowded spaces.

In the crowded world of book reviews and author interviews, This Queer Book Saved My Life stands out both through its combination of narrow niche and unique & compelling concept.

In this roast, we dissect what makes this show work from a packaging perspective, as well as some of the improvements the Host, J.P. Der Boghossian could make to increase the show’s discovery and listener acquisition.

📊 What did you think of thi...

Less than 5% of your potential audience is listening to your show. Here’s why, in their own words.

Even small shows with just a few hundred (or few dozen) downloads an episode have usually been listened to—at one point or another—by thousands of people.

A small number of those people are your regular listeners and superfans.

A larger number are casual listeners and samplers, people who don’t listen to every episode, but rather based on their interest in a specific episode topic or guest.

And then there are the peop...

Tim Ferriss has inspired countless podcasters to create shows interviewing “top performers”… but can any of them succeed? And if so, what’s the blueprint? 

In this episode of Podcast Marketing Trends Explained, we roast DSTLLD's podcast's packaging.

We break down what's working, what's not, and what you can learn to improve your podcast cover art, title, show description, SEO, and episode titles to improve your podcast discoverability and get more listeners.

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Topics Cove...

They’re not always obvious, but the elements of storytelling are at the heart of every great episode. This is as true for interview and solo shows as it is for narrative. For comedy & fiction as it is for business.

And in this episode, with the help of a special guest, we’re breaking down the core principles of storytelling and how to incorporate them into your show.

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Topics Covered

0:00...

Advantages (& pitfalls) of serialized shows, leveraging Apple Podcasts “Channels”, SEO opportunities, standing out by aiming narrow, and the power of a well-defined Jobs to be Done. 

In this episode of Podcast Marketing Trends Explained, we roast History of the Germans podcast's packaging.

We break down what's working, what's not, and what you can learn to improve your podcast cover art, title, show description, SEO, and episode titles to improve your podcast discoverability and get more listeners.

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We all know success doesn’t happen overnight. But what does the data say about how long it takes to reach 1k… or 10k downloads per episode? 

Podcasting is inherently a slow-growth medium. 

Without a central discovery system offering the potential for virality, growing a podcast is a long game of slow, steady, incremental growth that compounds over time. 

But while you might expect growth to be somewhat slow when you start out, how long should it take before it speeds up? 

In this episode, we’re breaking down what the data says...

Creating intrigue in your description, matching your artwork to your audience, ChatGPT messaging hacks, finding audiences that are already “in motion”. 

In this episode of Podcast Marketing Trends Explained, we roast Open to Criticism's podcast's packaging.

We break down what's working, what's not, and what you can learn to improve your podcast cover art, title, show description, SEO, and episode titles to improve your podcast discoverability and get more listeners.

From leveraging resources like Chat GPT to non-designer design tips, there are easy ways to make small tweaks to make a big impact.

...

How long should your episodes be? What’s the best format for growth? Plus... the single most important decision you can make if you want to grow. 

Before you launch a new show, you have to make a number of creative decisions that set the course of your show. 

Will you do an interview, solo, or co-hosted show? How long should your episodes be? How often will you release new episodes? And who is this actually for? 

These structural decisions tend to get made once, sometimes without much thoughts… but they cast a long sh...

Compelling show concepts, making boring topics fascinating, highlighting host credibility, designing for your desired audience, and more.

In this episode of Podcast Marketing Trends Explained, we roast Meredith Brasher's podcast, Insurance vs History.

We break down what's working, what's not, and what you can learn to improve your podcast cover art, title, show description, SEO, and episode titles to improve your podcast discoverability and get more listeners.

From the importance of first impressions to captivating your listeners with thoughtfully curated descriptions, find out how a few small tweaks can help your audience feel...

Most podcasters waste their time on these tasks that will never lead to growth. Are you?

Producing a regular podcast is one of the most grueling, time-intensive forms of content creation in existence.

But what if 80% of the time you’re currently spending on your show isn’t actually contributing to growth?

In other words, what if you could get the same results while spending drastically less time on your show?

Or, what if you were to redirect that time towards higher leverage activities that actually did move the needle for grow...

"It takes a lifetime to build a good reputation, but you can lose it in a minute."

Today, we're putting the idea to the test.

Because in our latest podcast roast, we're featuring a brand new show featuring two veteran, highly successful, much beloved creators who are teaming up for the first time.

In theory, Stephen Robles and Jason Aten, hosts of Primary Technology should have it all figured out.

Stephen, after all, is the much beloved former host of the Apple Insider podcast, while Jason is an...

How to get the best ROI on your podcast production and marketing budget to maximize growth… whether it’s $100 or $10,000 per month.

You’re probably pretty confident that if you had more money to spend on your podcast, you’d be able to grow it faster.

But have you ever stopped to think about how you would spend it to get the greatest ROI?

Should you buy ads? Invest in better gear? Hire an editor or assistant?

In this episode, we break down our takes on where your podcast budget is best spe...

How to get the best ROI on your podcast production and marketing budget to maximize growth… whether it’s $100 or $10,000 per month.

You’re probably pretty confident that if you had more money to spend on your podcast, you’d be able to grow it faster.

But have you ever stopped to think about how you would spend it to get the greatest ROI?

Should you buy ads? Invest in better gear? Hire an editor or assistant?

In this episode, we break down our takes on where your podcast budget is best spe...

Intentional vibe setting, why people unsubscribe from podcasts, implicit and explicit context, podcast SEO strategy, sharpening your episode titles, and more.   

In this episode of Podcast Marketing Trends Explained, we roast Cracking Copy's podcast's packaging.

We break down what's working, what's not, and what you can learn to improve your podcast cover art, title, show description, SEO, and episode titles to improve your podcast discoverability and get more listeners.

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Topics Covered<...

Everyone loves to talk about podcasting's so-called "Discoverability Problem". But does it actually exist?

And if not, what are the marketing channels you as a creator can tap into to get your show in front of more of your ideal listeners?

In this episode, we break down three types of listener acquisition channels and how you can leverage them to grow your show... without social media and without a discovery algorithm.

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To...

Everyone loves to talk about podcasting's so-called "Discoverability Problem". But does it actually exist?

And if not, what are the marketing channels you as a creator can tap into to get your show in front of more of your ideal listeners?

In this episode, we break down three types of listener acquisition channels and how you can leverage them to grow your show... without social media and without a discovery algorithm.

📊 What did you think of this episode? Click to cast your vote:

🤩 Nailed It!
🙂 Solid
🥱 Meh
😒 Do better

To...

In this episode of Podcast Marketing Trends Explained, we roast The Empowered Stepmom's podcast's packaging.

We break down what's working, what's not, and what you can learn to improve your podcast cover art, title, show description, SEO, and episode titles to improve your podcast discoverability and get more listeners.

📊 What did you think of this episode? Click to cast your vote:

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Topics Covered

0:00 Intro
00:43 First impressions of the cover art
08:48 Assessing the show's title
13:42 Breaking down the show descri...

What everyone gets wrong about using social media to grow your podcast, and what you should be doing instead.

There might be no more common question in podcasting than: “How do I get more listeners”. And there might be no more common answer than, “Be active on social media.”

The result is that social media is by far the most popular marketing channel used by podcasters to (at least try to) get more listeners and grow their shows.

But does it actually work?

And if it does, how, exactly?

In this...

In this episode of Podcast Marketing Trends Explained, we roast Alison Hoenes' How Fitting podcast packaging to break down what's working, what's not, and what you can learn to improve your podcast cover art, title, show description, SEO, and episode titles.

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Topics Covered

00:00 Introduction
00:50 First Impressions of the Podcast Packaging
02:04 Analyzing the Podcast Cover Art
05:32 Analyzing the Podcast Name
07:21 Analyzing the Show's Description
16:30 Analyzing the Episode Tit...

Imagine if you could interview 500 podcasters, separate out the ones that doubled their audience over the previous year, and ask them point blank what they did to get that result.

Well, that's exactly what we did, and in this episode, we're sharing what we found.

Specifically, we looked into the Podcast Marketing Survey submissions of the 15 highest-growth shows, shows that had grown anywhere from 100%–400% over the previous year, and dug into their response to the question:

"What's the thing that has had the single biggest impact on growth in the past year."

...

In this episode of Podcast Marketing Trends Explained, we roast Wits & Weights' podcast packaging to break down what's working, what's not, and what you can learn to improve your podcast cover art, title, show description, SEO, and episode titles.

📊 What did you think of this episode? Click to cast your vote:

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Topics Covered

00:00 Introduction
01:14 First Impressions of the Podcast Packaging
04:18 Analyzing the Podcast Name
06:43 Analyzing the Podcast Cover Art
12:47 Analyzing the Show's Description
18:05 Analyzing the Episode Titles
22:19...

Look closely at the data behind almost anything—from podcast growth, to Google search results, to Amazon product sales, and more—and you'll notice a trend.

In almost every case, the bulk of the rewards (downloads, clicks, sales) go to just a tiny percentage of the available options.

This pattern shows up everywhere, and it's known as the Power Law.

In this episode, we're breaking down the math behind the power curve as it relates to podcasting, whether you should actually be aiming to be at the peak of the curve, and...

It's easier than ever to launch and produce a podcast. But it's never been harder to grow one.

On this show, we break down and explore what the data says about what it takes to market and grow a podcast in 2024 to help you make smarter decisions about your show, grow faster, and earn more.

Together, cohosts—and longtime podcasters, creators, and marketers—Jeremy Enns (Podcast Marketing Academy) and Justin Jackson (Transistor.fm) explore topics like:

How do you define success for your podcast? 
What are the most effective marketing strategies, tactics, and g...