The Secret Growth Strategies Behind Spotify's Top Podcasts | Steph Smith (#173)
Nov 14, 2023
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Join Steph Smith, a data-driven writer and growth marketer, as she shares key insights on podcast growth. Discover why 90% of podcasts struggle with audience growth and the six content principles essential for success. Steph emphasizes the power of shareable content, differentiating your voice, and the value of YouTube for podcasts. Dive into the relevance of creative feedback loops, AI in content creation, and innovative marketing strategies that resonate with audiences to help elevate your podcasting efforts.
Cross-promotion with other podcasts and leveraging other platforms like YouTube can boost visibility and engagement for a podcast.
Incorporating visuals in podcasts can enhance the listener experience, increase engagement, and facilitate organic growth.
Finding a niche audience and cultivating a strong personality while embracing growth and change are key for building a loyal and engaged podcast audience.
Deep dives
The challenges of growing a podcast audience
Growing a podcast audience is no easy task. Without clear distribution mechanisms and limited analytics, it can be difficult to gain traction and attract listeners. Cross-promotion with other podcasts has been a common strategy, leveraging the trust and recommendations of fellow podcasters. Paid ads can be effective, but often do not lead to loyal and engaged subscribers. Utilizing other platforms like YouTube, TikTok, or Twitter can help seed ideas and promote podcast episodes, providing a boost in visibility and engagement. Creating shareable content and word-of-mouth referrals are also key in generating organic growth. Ultimately, creating a great product with unique value and compelling storytelling is crucial for attracting and retaining a dedicated podcast audience.
The impact of visuals in podcasting
While audio-only podcasts lack quick feedback loops and reliable analytics, incorporating visuals can enhance the listener experience and boost engagement. Visual examples, such as charts, graphics, or video clips, can help illustrate points and make the content more memorable and shareable. Sharing visual content on platforms like YouTube can provide better distribution and analytics compared to audio-only platforms. The combination of audio and visuals can create a more immersive and engaging podcast experience, appealing to a wider audience and increasing the likelihood of word-of-mouth recommendations and organic growth.
The importance of finding a niche and evolving over time
Finding a niche or unique angle for a podcast is important for attracting a specific audience and capturing their interest. However, podcasters should not feel confined to one specific lane. By cultivating a strong personality and sense of point of view, podcasters can evolve over time and explore different topics while maintaining the loyalty of their audience. Podcasts are a medium that can accommodate shifts in focus and content, allowing creators to adapt and cater to their evolving audience's interests. Building a loyal and engaged audience requires a balance between staying true to one's core identity and embracing growth and change.
Utilizing cross-promotion and shareable content
Cross-promotion with other podcasts, especially those with similar audiences, can be an effective strategy for growing a podcast audience. By leveraging recommendations from trusted podcasters, listeners are more likely to check out new podcasts and episodes. Creating shareable content nuggets, such as snippets, quotes, or clips, can help generate word-of-mouth recommendations and increase the podcast's reach. Sharing these content nuggets on various platforms, including social media, can attract new listeners and introduce them to the podcast's unique value proposition.
Elevating the production value and sound design
Many business and tech podcasts tend to be lazy in terms of production value and sound design. By focusing on improving these aspects, podcasters can differentiate themselves and offer a more engaging and immersive listening experience. Elevating production quality, incorporating sound design elements, and paying attention to the overall polish of the podcast can make it more appealing to listeners and set it apart from the competition. By treating the podcast as a high-quality product, podcasters can capture the interest and loyalty of their audience.
90% of podcasts struggle with audience growth due to the lack of clear distribution mechanisms and inadequate analytics.
Kipp and Kieran are joined by Steph Smith (Podcast Host at a16z) to dive into the 6 content principles that will grow any business’ audience through the lens of podcast growth. Learn more on the power of shareable content, why you need to differentiate, and the impact of having your show on YouTube.
About Steph Smith
Steph is a data-driven writer and growth marketer, with a passion for progressive, early-medium stage technology companies. She spearheaded the creation of the Creator Program as a Director of Marketing at HubSpot. Now, she’s a Podcast Host at a16z, the go-to place for discussions about innovation as technology changes the way we all work, live, and play.
