Podcast Marketing Trends Explained: Data-Driven Podcast Growth Strategies – Détails, épisodes et analyse

Check out our full audience survey data
Walkthrough: How to replicate this survey for your show

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We Asked Podcast Listeners Why They Stopped Listening (And They Didn’t Hold Back)

Épisode 10

mardi 16 avril 2024 • Durée 59:42

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 people who listened to one episode or less… and never came back. While the data is hard to measure, chances are, less than 5% of the people who are both aware of your show and interested in your topic are regular listeners.

Which begs two questions:

1. Why aren’t they listening?
2. Is there anything you can do to change that?

To get to the bottom of this frustrating phenomenon, we ran a survey to our larger audience to find out—in their own words—what kept them listening more regularly… or at all.

The good news?

They didn’t hold back.

And in this episode, we break down their feedback, which—while aimed at our show—likely applies to your show as well.

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Topics Covered

00:00 Intro
00:49 9k email subscribers… 350 downloads
02:41 How listeners choose what content to engage
04:50 The role of 'Jobs to Be Done' in podcasting
11:32 Why our audiences are tuning us out experiment
15:30 Understanding your Total Addressable Market
18:32 Strategies for retaining podcast listeners
21:24 Earning the right to long term listeners
26:28 Breaking down our casual listeners repsonse data
29:01 The challenges of creating career-adjacent content
30:16 Creative ideas to engage more listeners
33:36 What listeners like about our titles and descriptions
37:13 Using feedback to guide your content strategy
41:50 Why non-listeners choose not to listen
44:06 How to break through to non-listeners
49:43 How we’re incorporating this feedback

⭐️ Get a free podcast marketing audit with personalized recommendations to help you grow: https://podcastmarketingacademy.com/audit ⭐️

Resources

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Check out the Podcast Marketing Trends 2023 Report

Subscribe to the Scrappy Podcasting Newsletter

Try Transistor.fm for free for 14 days

✍️ Leave your feedback for the show: http://podcastmarketingtrends.com/feedback

Stupid Mistakes, Happy Accidents & Surprising Insights From Making & Marketing Our First 20 Episodes

Épisode 11

mardi 23 avril 2024 • Durée 58:25

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 should pursue.

Cast your vote for which show we should make next

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Topics Covered
00:00 Intro
00:49 How many downloads we expected to get going into this season
02:35 Breaking down our Season 1 stats
03:22 Is YouTube worthwhile for the average podcaster?
08:34 Engagement time and consumption rates
12:44 The metric we care about more than analytics
20:26 Assessing Season 1: What we did well
23:02 How experimentation led us to find our structure
28:21 A big mistake we made with Season 1
32:05 Mistakes and missed opportunities in Season 1
36:18 Help us decide which show we should create next
40:57 Concept idea 1: “Make it Big”
45:03 Concept idea 2: “Why It Works”
49:48 Concept idea 3: “Podcast Riffs”
54:35 Listener feedback and what to expect from Season 2

⭐️ Get a free podcast marketing audit with personalized recommendations to help you grow: https://podcastmarketingacademy.com/audit ⭐️

Resource

Jay Clouse from Creator Science
Josh Spector
Bumper articles on measuring listen time
Growth In Reverse
Arvid Kahl
LinkFire
Chartable
The Futur
Unthinkable w/ Jay Acunzo

Listen & Subscribe to Sound Judgment

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Inside the Growth Strategies of Two of The Smartest Podcasters Alive

Épisode 12

mardi 30 avril 2024 • Durée 01:26:14

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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⭐️ Get a free podcast marketing audit with personalized recommendations to help you grow: https://podcastmarketingacademy.com/audit ⭐️

Resource

Creator Science Podcast
Creator Science
All the Hacks Podcast
Tim Ferriss Episode w/ Chris Hutchins

Subscribe to Podcast Marketing Trends Explained

Check out the Podcast Marketing Trends 2023 Report

Subscribe to the Scrappy Podcasting Newsletter

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✍️ Leave your feedback for the show: http://podcastmarketingtrends.com/feedback

Two Hard to Spot (But Very Real) Problems Suffocating Your Podcast's Growth

Épisode 2

mardi 20 février 2024 • Durée 38:29

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."

They're answers, and the trend they hint at, might surprise you.

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Topics Covered

1:15 What is the average month-over-month growth rate for podcasts?
6:11 The most-impactful tactics employed by high-growth shows
10:49 Finding Podcast-Market Fit for your show
14:30 The Content-Art Spectrum
19:32 Why reducing listener churn is just as important as attracting new listeners

22:01 Practical takeaways to increase your monthly growth rate

⭐️ Get a free podcast marketing audit with personalized recommendations to help you grow: https://podcastmarketingacademy.com/audit ⭐️

Resources

Podcast Audience Survey Template
How to Run a Podcast Audience Survey
Linkfire
Chartable
How Acquired Grew Their Podcast
Acquired Podcast
Wait But Why
The Smash or Pass Test
The Content-Art Spectrum: How to Identify, Find & Research Your Ideal Listeners

Darknet Diaries
How I Write Podcast
Jay Clouse
Never Post Podcast
Derek Sivers

✍️ Leave your feedback for the show: http://podcastmarketingtrends.com/feedback

Does Social Media Actually Grow Your Podcast Audience? (& If Not, What Are Your Other Options?)

Épisode 3

mardi 27 février 2024 • Durée 54:01

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 episode, we explore the potential benefits of social media for podcasters, how to use it effectively to grow your show and your brand, and why social media might actually be a more effective growth channel than it appears on the surface.

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Topics Covered

0:00 Intro
01:02 How many podcast listeners does 40,000 X (Twitter) followers get you in 2024?
05:57 Non-podcast-growth reasons to be active on social media
08:06 Understand why you're using each platform
17:47 Which platform should you be on to promote your podcast?
26:34 The "Buyer's Journey" of Podcast Listener Acquisition
27:24 Why social media is probably getting you listeners without you even knowing
35:10 The double-edge sword of building your platform reputation
38:45 Non-social media growth channels
47:09 Key takeaways from this episode

⭐️ Get a free podcast marketing audit with personalized recommendations to help you grow: https://podcastmarketingacademy.com/audit ⭐️

Resources

Famous & Gravy
Podcast Allies
Answer The Public
PodRoll

✍️ Leave your feedback for the show: http://podcastmarketingtrends.com/feedback

3 (Non-Social) Marketing Channels High-Growth Shows Use to 2x Their Audience

Épisode 4

mardi 5 mars 2024 • Durée 59:35

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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Topics Covered

00:54 Does the Podcast Discoverability Problem actually exist?
04:49 What the data shows about the effectiveness of various marketing channels
08:37 Writing is often a strong indicator of success in podcasting
11:18 How to pick the right marketing channel for you
12:06 The three types of marketing channels at your disposal
15:36 Owned media: The low-hanging fruit for many creators
24:14 What most podcasters get wrong about growth through collaborations
37:01 When is the right time to start paid listener acquisition?
46:34 How to kickstart word-of-mouth growth?
52:47 Your homework for this episode

⭐️ Get a free podcast marketing audit with personalized recommendations to help you grow: https://podcastmarketingacademy.com/audit ⭐️

Resources

Descript
ConvertKit
Cast Magic
Calendly
Zapier
Chartable
Linkfire
Figma
Canva Pro

Connect with Jeremy on Twitter | LinkedIn
Connect with Justin on Twitter | LinkedIn

✍️ Leave your feedback for the show: http://podcastmarketingtrends.com/feedback

How We'd Spend $500/$2,500/$10,000 to Grow Our Podcast (& the Lessons You Can Apply to Any Budget)

Épisode 5

mardi 12 mars 2024 • Durée 01:02:37

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 spent in order to grow the fastest.

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Topics Covered

00:00 Could we grow faster if we had more budget?
02:47 How much the average podcast spends on production & marketing
06:41 How much high-growth shows allocate to marketing
08:11 How we’d spend $500/month to grow
15:23 How we’d spend $2,500/mo to grow
27:23 How to figure out what brought people to your show
31:00 How we’d spend $10,000/mo to grow
38:03 Understanding your brand
50:24 Running retargeting ads to your podcast
52:33 How we’d grow our podcast with zero budget

⭐️ Get a free podcast marketing audit with personalized recommendations to help you grow: https://podcastmarketingacademy.com/audit ⭐️

Resources

✍️ Leave your feedback for the show: http://podcastmarketingtrends.com/feedback

80/20 Podcast Marketing: Turn Your Limited Time Into Maximum Growth

Épisode 6

mardi 19 mars 2024 • Durée 45:01

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 growth?

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

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Topics Covered

00:00 Intro
02:13 Breaking Down the Numbers: Data on high-growth show time spends
08:39 What stood out from the categories of growth in the data?
11:19 Where to spend time when you’re first starting your show
19:18 Finding opportunities to improve your show in your daily life
20:48 Where to spend your time once your show has traction
29:00 Time-sucking tasks to ignore or eliminate
40:21 The ultimate amplifier of every hour you spend on your show
42:37 How much time are you spending on your show each week?

⭐️ Get a free podcast marketing audit with personalized recommendations to help you grow: https://podcastmarketingacademy.com/audit ⭐️

Resources

David Perrell: How I Write Podcast
Chat GPT
Everyone Hates Marketers
Ira Glass