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Welcome to Podcast Marketing Trends Explained

Episode 1

Sunday, January 14, 2024 • Duration 03:39

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 growth channels for podcasts?
What does the data say about how to structure your show and episodes?
Which social media channels should you focus on as a podcaster?
How do you stack up to other shows?

Using the data uncovered by the Podcast Marketing Trends 2023 Report our goal is to make sense of the numbers and turn them into actionable insights that you can use to create a better show and market it more effectively.

You can find the full report at podcastmarketingtrends.com/2023.

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

Episode 10

Tuesday, April 16, 2024 • Duration 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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Stupid Mistakes, Happy Accidents & Surprising Insights From Making & Marketing Our First 20 Episodes

Episode 11

Tuesday, April 23, 2024 • Duration 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 analytics20:26 Assessing Season 1: What we did well23:02 How experimentation led us to find our structure28:21 A big mistake we made with Season 132:05 Mistakes and missed opportunities in Season 136:18 Help us decide which show we should create next40:57 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

Inside the Growth Strategies of Two of The Smartest Podcasters Alive

Episode 12

Tuesday, April 30, 2024 • Duration 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 ⭐️

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

Episode 2

Tuesday, February 20, 2024 • Duration 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

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

Episode 3

Tuesday, February 27, 2024 • Duration 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 platform17:47 Which platform should you be on to promote your podcast?26:34 The "Buyer's Journey" of Podcast Listener Acquisition27:24 Why social media is probably getting you listeners without you even knowing 35:10 The double-edge sword of building your platform reputation38:45 Non-social media growth channels47:09 Key takeaways from this episode

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

Episode 4

Tuesday, March 5, 2024 • Duration 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

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

Episode 5

Tuesday, March 12, 2024 • Duration 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

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

Episode 6

Tuesday, March 19, 2024 • Duration 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?

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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?

Podcast Marketing Trends Explained: Data-Driven Podcast Growth Strategies – Details, episodes & analysis

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Podcast Marketing Trends Explained: Data-Driven Podcast Growth Strategies – Details, episodes & analysis

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