What do you do if your podcast distribution and reach need optimization through problem-solving?

Here's how I run my clients through the audit process. First and foremost, I check there's alignment between their podcast's theme, and the audience need. If that's not in place, it doesn't matter how good it sounds, there's nobody looking for what they're saying. After that, for sure, audio quality, structure, and metadata like the titles are the next thing I'm looking at. Are they making it easy for their ideal listener to find them, first of all. But then, once they're found, is their offer compelling enough to encourage a click of the play button?

As a podcast agency owner, I can't stress enough how vital it is to assess your podcast's content and reach regularly. You cant just record and forget. This starts with a deep dive into your episodes. Are they hitting the mark? Are they keeping your audience engaged and coming back for more? Quality matters too; don't skimp on sound quality—it can make or break your listener's experience. If you spot any weak spots, don't panic. It's all about problem-solving. Maybe it's time to upgrade your gear or tweak your topics. Sometimes, a fresh coat of paint with a rebrand can work wonders. Remember, it's all about giving value to your listeners.

Begin by conducting a comprehensive content audit of your episodes. Evaluate whether they effectively engage and add value to your audience. Assess the quality of your audio as well; subpar sound can deter listeners. Identify any areas for improvement or gaps in your content and develop a plan to address them. This could involve upgrading your recording equipment, refining your topics, or even rebranding your podcast to better resonate with your audience's preferences.

New strategy: Besides the importance of SEO for podcasting your episodes and description, start adding the transcript of your podcast to your podcast's website. It helps a lot with SEO.

Podcast SEO, or as I call it PPO (Podcast Platform Optimisation) is absolutely leveraged through the title and author fields. Only some shows get indexed by the episode descriptions within Apple Podcasts (the biggest app) itself, but making effort with them can be of benefit for offsite SEO if you're linking to a main page. Worth clarifying that the transcript has NO impact on the written SEO. The transcript is however indexed by Apple Podcasts' search algorithm, so worth investing in ensuring it's as accurate as possible.

Social media is only ever going to account for a maximum of 5% of your traffic, and that's if you're GREAT at social media. 'Snippets' as you call them won't encourage listening. If you want traffic, there are better ways of achieving that. Snippets are useful for engaging existing listeners though, or for creating wider brand awareness via your other channels. TikTok clips sending viewers to your YouTube channel is much more effective than Instagram Reels sending viewers to your podcast app landing page for instance.

This paragraph superbly highlights the power of social media. Sharing snippets or engaging quotes from your episodes grabs attention and draws listeners in. Plus, interacting with your audience fosters a sense of community, making them more likely to share your content with their networks. In my experience, this kind of engagement not only boosts visibility but also helps in understanding what your audience wants, leading to more tailored content and stronger connections. So, if you're looking to amp up your podcast's reach, get active on social media!

Repurpose the hell out of your episodes. This doesn't mean you have to sacrifice the value of the content but the more content you repurpose, the more traffic you bring to your podcast.

Again, like social media, this collaboration effort will have minimal impact. A guest is probably highly unlikely to even share their own episode with their own audience. The other approach - 'Feed drops' - as most call them are good for podcasts with next-to-no audience to get them started. However, most listeners will probably be annoyed about having someone else's show crowbarred into their favourite podcast. Influencer marketing is fine if you don't mind having content marketed to a probably massively irrelevant audience. In order to reach your ideal listeners, you need to be more targeted. Aim for conversions, not reach.

Collaboration can help you reach your goals far quicker than going it alone. Liaising with your podcast guests on the publication of their episode can be key to a successful episode. An example from my own show, Screw It Just DO it, was when I interviewed the former England & British lion rugby player, James Haskell. Upon publication, his episode went to #14 in the uk chart. He had shared it via his business page on his social media accounts. I followed up & asked if he’d mind sharing on his personal pages. He did, and within 4 hours, we had a #1 podcast episode! Not all guests will share, but making it easy for them to share, your chances increase. Provide assets for social media, even what you’re posting too. Nothing ventured