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 it’s finally ready to go. But how will anyone know your latest podcast episode is live?

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 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 about a hosting platform as your podcast’s cosy little home on the internet. 

There are many to choose from:

• 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 the 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 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 + YT Shorts, in particular, to create some buzz. Here are some examples of what you could do on socials:

• X: Share audiograms, episode links and snippet videos, plus 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 quotes and snippets from your audio and video episodes. You can create engaging snippet content by slicing and dicing the content or adding timestamps on YouTube. Integrate these snippets into your content calendar, planning for a month or even two 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 community!

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

You can also integrate ConvertKit 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 then 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!

Two podcasts can double your audience, so try to 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! For example, invite a fellow podcaster to join your show, and you appear on theirs.

Step 5: Use email marketing 

If you’re not using something like ConvertKit, 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: The importance of SEO & optimising your video thumbnail

Optimise your podcast titles and descriptions with relevant keywords to help people find your podcast 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 can also boost accessibility and SEO.

Then 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. If you're hastily throwing together a thumbnail while your video is uploading, it's time to reconsider your priorities. A compelling thumbnail is often the first impression potential listeners will have of your podcast, so make it count. This counts for TikTok and YouTube Shorts as well. 

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.