1787
4 min 48 sec

Q&A: How do people discover a new podcast?

Podcasts have a “discoverability problem”: they don't rank in search terms or get links from other sites. If you have a new show, what can you do to make sure people will find it?
Q&A

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What It's About

Today's caller seeks advice on how to get their podcast out there.

Notes from Chris

Episode 1787
Welcome to a new week—Thanksgiving week for some of us!

Marketing is essentially about discoverability.

Consider a billboard: the idea is to reach a lot of people in a concentrated area with a specific message. That message may just be branding, like a sign by Coca-Cola. Or it could be something time-sensitive: get tickets to Hamilton. Or it could be for a new movie, skincare line, or anything else.

So if we focus on online a bit, how do people discover websites? SEO is a big one, and so is online links. If someone writes about your site in the New York Times, or if you rank highly for relevant keywords, hopefully a lot of visitors will discover it.

But what about a podcast? If you think about it, it’s a bit different–a podcast isn’t a website. It doesn’t rank in search terms or get links from other sites. All of this points to what is known as a discoverability problem for podcasts.

Before I say any more, we have a listener question on this topic that might help you see how this can be a big deal.

"I’d like to start a podcast and am pretty familiar with the technical parts—it seems relatively simple. I've also been working on content and have most of what I need for the first six episodes lined up. There's one thing I don't understand, though: how do listeners discover new podcasts? It seems like a very different medium than YouTube, where the algorithm determines placement and makes recommendations to users based on what they've previously watched. There's nothing like that for podcasts, right? And if so, how could anyone discover a new show in the first place? Thanks for any help and advice you can give me."

Listen to today's episode to learn more...

 
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