How to Build an Effective Podcast Distribution Strategy

So, you’ve put in the work — hours and hours spent finding the right guest on LinkedIn, conceptualising the episode, and even more hours editing the subtitles and video. Now your podcast is finally ready to go. But how will anyone know your latest episode is live? With over four million podcasts out there, the space is crowded — so how do you cut through the noise and attract listeners?

Let’s look at how to build a distribution strategy for your podcast and set it up as a systematic process. Setting up your distribution process is important so that much of the work, like SEO, optimised thumbnails, and podcast directories sharing your podcast, is automated. This way, you can focus on creating amazing content while your distribution system grabs listeners from all corners of the internet. Yes, we like that, don’t we?

Step 1: Find Your Podcast Home

I briefly discussed this in my previous podcast piece, but think of a hosting platform as your podcast’s cosy little home on the internet.

There are many to choose from, including:

• Buzzsprout: I prefer this one as it is so user-friendly.

• Libsyn: The granddaddy of podcast hosting.

• Podbean: A great option if you’re looking for unlimited hosting plans.

Once you've made your choice, the next step is to ensure your podcast reaches as many listeners as possible by submitting it to various podcast directories.

Directories act as storefronts for your podcast, making it accessible to users on different apps and platforms. Start with the major ones, like Apple Podcasts, YouTube Music app, and Spotify.

Each directory has its own submission process, but generally, you'll need your podcast's RSS feed link, which your hosting platform provides. Submitting your podcast to directories not only broadens your audience but also enhances discoverability, as these platforms often have search features and recommendation algorithms that can help new listeners find your content.

And don't forget about other popular podcast directories like Stitcher, which can further increase your reach.

Step 2: Spread the Word via Social Media

Your podcast is live! Time to tell everyone (and their grandma) about it. Use social media platforms like X, LinkedIn, Instagram, TikTok and Youtube, plus YT Shorts in particular, to create some buzz. (Good to know: 73% of South African podcast listeners favour YouTube as their platform of choice.)

Here are some examples of what you could do on socials:

• X: Share audiograms, episode links, and snippet videos, and engage in relevant hashtag conversations (#podcastlife, #techpodcast).

• LinkedIn: Share quotes, audiograms, snippet videos, and articles you’ve written about each episode.

• IG: Post behind-the-scenes stories — people love a peek behind the curtains.

• TikTok/YouTube Shorts: Share short, engaging clips from your episodes.

You can easily extract audio quotes and video snippets from your podcast episodes. By slicing and dicing the content or adding timestamps on YouTube, you can create engaging snippet content. Integrate these snippets into your content calendar, planning for one or two months ahead.

Step 3: Keep the Engagement Up at all Times!

Respond to comments, slide into DMs (respectfully, of course), and create a community around your podcast. Remember, your audience isn't just engaging with one episode — they're becoming part of a larger circle of like-minded people.

Consider using something like Kit, an email marketing platform designed for creators, to build a ‘Listeners’ Club.’

You can also integrate Kit with platforms like Patreon or Discord. On Patreon, fans can support your podcast financially in exchange for perks like exclusive content and early access to episodes. And Discord offers real-time community building, where listeners can chat with you, participate in live Q&As, and suggest future episode topics.

Step 4: Buddy Up!

The power of two podcasts can double your audience, so reach out to other podcasters for guest appearances, cross-promotions, or even joint episodes. It’s like a podcast potluck — everyone brings something to the table, and you all leave with a full plate of new listeners!

Step 5: Use Email Marketing 

If you’re not using something like Kit, you can create a straightforward monthly newsletter to keep your listeners updated on new episodes, upcoming guests, and exclusive content. This newsletter can also be published as a blog on your website. Make it witty, fun, and something people look forward to opening. Services like Mailchimp or Substack are great for this.

To keep it connected to the podcast, consider creating an audio newsletter — a great soundbite for your audience to listen to on the go.

Step 6: SEO & Optimising Your Video Thumbnail

Optimise your podcast titles and descriptions with relevant keywords to help people (and search engines) find it when searching for topics you cover. Start with keyword research, using tools like Semrush or Ahrefs to find popular search terms related to your podcast topics. Ensure your episode titles are clear and include these relevant keywords.

NOTE: Including a transcript of your podcast in your blog post is great for accessibility and can also boost SEO.

Lastly, optimising your podcast video thumbnail is SO important. Did you know that MrBeast will scrap an entire video if he can't find the perfect thumbnail? Some YouTubers even plan their thumbnail designs before they start filming. So, if you're hastily throwing together a thumbnail while your video is uploading, it's time to reconsider your priorities. A visually compelling thumbnail is often the first impression potential listeners will have of your podcast, so make it count. This goes for TikTok and YouTube Shorts as well.

Nine out of 10 South Africans over the age of 18 with internet access engage with podcasts regularly, with 33% of these listeners falling in the 25–34 age group. With an effective podcast distribution strategy in place, you can tap into this market and make your voice heard.

This guide has covered how to systematically set up your podcast distribution process. Stay tuned for more podcasting tips and tricks in the next quick guide.