The Definitive Guide to Creating a Podcast Content Strategy

Podcasts are here to stay and are only getting more popular. In 2023, more than 68.9 million people listened to podcasts, up from 61.2 million in 2022. By 2030, that number is likely to reach 113 million.

Higher popularity means more potential listeners, but it also means more competition. A podcast strategy focuses your podcast development and keeps you organized, giving you a better chance at success.

Define Clear Goals for Your Podcast

Before creating a podcast content strategy, you'll want to define success. For example, are you looking to drive brand purchases or educate the public on a particular topic? 

Use those broad goals to set specific, measurable objectives. Aim for goals you can track with concrete metrics, such as:

• Website traffic: How many people click from your podcast profile to your website
• Social media engagement: Shares, comments, and tags related to your podcast episodes
• Chart ratings: The comparative popularity of your podcast on publishing platforms

Start with one measurable goal, such as "X social media followers by Christmas." The results will tell you if you're achieving your goals.

Do an Audience Analysis To Identify Your Target Listener Persona

A successful podcast depends on loyal, interested listeners. Before planning your first episodes, you need to learn about those listeners and what will keep them tuning in.

Find popular podcasts similar to yours and look at who their social media followers are. Identify what they have in common and what other content they interact with.

Use that information to develop a listener persona. A persona is an effective marketing technique that turns your ideal podcast listeners into a fleshed-out character with interests and needs you can speak to. That persona will help you develop meaningful episode plans and scripts, including takeaways people want to tune in to hear.

Analyze Competitor Podcasts

As a new podcaster, you can learn from those already making their mark. Start with those who will be your direct competitors: podcasters who cover similar subject areas and target similar audiences. 

Look at as many of the podcast's assets as possible, including its:

• Website: Its structure, aesthetics, and supplementary content, such as blog posts or a merch store
• Social media: What platforms they're on, and what kind of content gets engagement
• Episodes: What they cover, plus their tone and approach
• Audience reactions: What listeners praise or criticize in reviews
• Marketing: Any promotions or advertising it publishes

Learn from what's successful and consider how you'll offer something unique. If you see any gaps, brainstorm ways to fill them.

Develop a Comprehensive Content Plan

Once your concept and ideas for your approach are in place, it's time to start creating a content strategy. 

A strategy aligns your podcast content with your broader vision. Consider the goals you've set for your podcast and then start narrowing them down, focusing first on what you want to achieve with the initial season. 

Think about each episode and what you want the audience to come away with. Decide whether you'll have a narrative or thematic arc or if each episode will stand alone.

Develop a Content Calendar for Consistency

A content calendar displays the schedule for your podcast episodes, laying out which topics you'll cover and when. You can set it up in calendar format, but some creators find that a spreadsheet or project management board makes adding details easier.

Your calendar will be a reference document for you and any co-creators. Structure your calendar with any information you need to have on hand, such as scheduled guests and episode sponsors.

Adapt Content Based on Audience Interaction

Your podcast audience will be your most valuable planning tool. As you release your first few episodes, pay attention to listeners' questions and comments. You might even get direct requests, like "Can you do a question-and-answer section?" 

Optimize Your Podcast's SEO

Did you know podcasts are findable using Google search? If you search for a topic plus the word "podcast," Google will return multiple options at the top of the results page.

Search engine optimization (SEO) increases your chances of appearing in those results. Podcast SEO mostly happens in the series descriptions and summaries you submit with each episode.

Include words and phrases your audience would use to search. Your series description should include your genre or category, such as "A true crime podcast" or "This sports history podcast." Episode descriptions and titles should feature topic keywords and phrases, such as "The Main Street Killer" or "Jackie Robinson."

Be careful not to "stuff" your description with keywords. Search terms should sound natural and appear where they make sense.

Gather and Implement Listener Feedback

Some listeners will offer their thoughts spontaneously, but others need more prompting. Don't be afraid to invite feedback — it boosts listener engagement and helps build community by getting people involved.

The more options you have for providing feedback, the easier it will be for audiences. Here are a few ideas to get you started:

• Invite reviews: Platforms like Spotify and Apple Podcasts let users submit their thoughts on your show.  Encourage people to leave reviews and read as many as possible.
• Build a form: Add a feedback form to your website and ask listeners to complete it. 
• Post on social media: When you share the link to an episode, ask people for thoughts and ideas. Let them know whether they should reply in the comments, send you a direct message, or fill out the feedback form.

If you have a podcast email listed on your website, people may also submit feedback that way, with or without prompting.

Explore Various Podcast Formats and Styles

Finding the right episode format is like finding the right paint color for your bedroom. You know when the fit is right, but sometimes, you have to experiment to get there. 

Before you settle on a style, think of a few ways you might tell your story. Some popular options include the following:

• Interview: An invited expert answers questions about the focus topic
• Monologue: A solo host presents on a topic, as though presenting an engaging lecture or teaching a class
• Discussion: Multiple hosts, or a combination of hosts and guests, have a structured or unstructured conversation
• Fiction: A solo actor or a cast acts out a story, similar to a radio drama
• Nonfiction narrative: A true story, often following the hosts' research into a subject

There's plenty of room for creativity within each of these genres. They can be humorous, dramatic, educational, or inspiring. Don't be afraid to try a "hybrid" option, such as a monologue podcast with an interview component.

Implement Effective Promotion and Distribution Strategies

Marketing is as much a part of podcast development as writing a good script. To start strong with an excited audience, you want to create as much pre-launch buzz as possible. 

Don't worry if you don't have a lot of resources at first. Begin with one or two podcast marketing strategies, then expand as you grow.

Foster Community Engagement by Posting Often on Social Media

Start posting a few weeks or even months before you launch. Offer teasers and introduce concepts or guests for some of your early episodes. You might even ask for requests!

Leverage Email Marketing

Add email signup forms to your social media pages and website so people can opt into announcements. Use that list to build anticipation, offering exclusive sneak peeks and insider giveaways. 

Make the Most of Your Existing Network and Podcast Guests

Guests, co-hosts, and collaborators are ideal resources for promoting your podcasts. Offer cross-promotion if any contributors have their own creative projects. 

If you know other podcasters, offer to do a podcast swap, promoting one of their episodes on your show and vice versa. This strategy works best if you appeal to similar audiences but aren't directly competing for listeners.

Host a Giveaway

Podcasts are the perfect genre for interactive marketing. Print up some podcast merch and invite listeners to enter, possibly by sharing their ideas or creative content on your socials. 

Submit to Podcast Directories

Podcast directories are searchable, so submit to as many as possible. You want people to find you no matter where they listen.

Collaborate With Other Podcasters and Influencers

Connections mean everything in podcast marketing. Don't hesitate to contact like-minded podcasters and ask if they'd like to collaborate. They might enjoy appearing as guests on your podcasts or hosting you on theirs. 

Also, consider reaching out to influencers in your niche. Send them previews and follow up with those who seem excited. If they think you have potential, they might share your podcast on their channels. 

Repurpose Your Podcast Content

To expand your reach further, consider pursuing multimedia by repurposing your best episodes to create something new. 

You might:

• Make YouTube videos: Add still images to convert your podcast audio into a video. You can also video your recording session for audiences who prefer watching versus listening.
• Start a blog: Transcribe your podcast script and rework part to all of it into a fully formatted blog post, adding extra value where you can. A blog post is an excellent opportunity to share links where people can learn more about a topic.
• Create a website: A dedicated site is the perfect place to share your blog, YouTube channel, and any other content you create based on your podcast. Post bios of guests, deep dives into topics, and anything else you can think of.

For even more ideas, check out these tips for repurposing content:

Prioritize Quality in Audio Production

Invest in high-quality equipment with positive user reviews. If you're unsure what you need, join a podcaster group on social media and ask for recommendations. You should also ask about editing software and resources to learn how to use it.

Finally, consider doing some preliminary research on best practices for audio recordings. Sounding good from the start is the best way to ensure a polished final product.

Stay Updated on Industry Trends

While you don't have to follow every podcasting trend, knowing what's trending can help you meet audiences' expectations. For example, video podcasts have exploded in popularity.

Stay in the loop by subscribing to podcasting blogs or newsletters, such as those by The Podcast Host. You can even listen to podcasts about podcasting!

Evaluate Podcast Analytics Regularly To Refine Your Strategy

Your podcast growth strategy is always a work in progress, and the best way to develop it is to keep an eye on your metrics. Today's platforms, including Spotify and Apple, provide creators with easy-to-access tools for tracking success. 

• Episode downloads: How many times people save an episode for later
• Audience retention: How long a listener stays with an episode before dropping off
• Number of listens: Which episodes drew the biggest audiences
• Audience demographics: What your listeners have in common, from gender and age to location

Episode information helps you determine which topics perform best and which you should do more in the future. Demographic data is also helpful in choosing topics and can inform your promotional strategy.

Learn About Podcasting and Content Strategies With Compose.ly

Whether you run your podcast solo or have a team of collaborators, there's a whole podcasting community for you to learn from. At Compose.ly, we're here to contribute with our content creation and digital marketing expertise. 

We're podcasters, too. Check out our content marketing podcast, Content Matters, where you'll learn from experts on topics such as goal-setting and strengthening your brand.