November 9, 2022 (Updated: May 4, 2023)
Think the work’s over after you finish recording your podcast? Not even close. The real work begins with figuring out how to distribute a podcast. The best way to get your podcast noticed is to submit it to podcast directories—as many of them as possible. In this article, we’re diving into everything you need to know about how to distribute a podcast across different channels and platforms:
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A podcast directory is a searchable website or app with links to podcasts organized by topic. Think of them like the old-school Yellow Pages of podcasts. There are many different podcast directories. Some of the most prominent ones are Apple Podcasts, Google Podcasts, and Spotify.
Directories are valuable because they allow people to discover, listen to, and subscribe to podcasts from their phones. Since people are already using these apps to listen to podcasts, they are more likely to find yours.
Related reading: Podcast Styles and How To Use Them for Content Marketing
Adding your podcast to directories gives you several advantages. Here are several advantages to distributing your podcast through multiple directories is a no-brainer:
Podcast distribution can be a great way to attract new audiences and boost the reach of your show. By being available on multiple directories and their apps, you can make it simple for people to find and listen to your podcast no matter where they are or what they’re doing.
By promoting your podcast on multiple marketing channels, you’ll be able to connect with other like-minded podcasters. Some of these people could become regular listeners of your show or possible partners on future projects. Plus, content partnerships with other creators can lead to new conversion opportunities if your brand taps into others’ audiences.
Cross-channel distribution can help businesses increase their visibility, boost authority, and build brand awareness. Distributing your podcast can help you build your brand and authority. People who see your show featured in different directories will be more likely to perceive you as an expert in your field. Having your podcast appear in many places with the same artwork, description, and feel will help people to remember your brand.
Distributing through many channels can help you understand your audience better. You can learn how they find you and when they prefer to listen to your show. You can also identify trends and patterns in the search terms audiences use to find podcasts. With these valuable insights, teams can target keywords and phrases in other brand content—like landing pages, social posts, and blogs—and connect podcast topics across all content types.
Podcast distribution can also be a great way to generate interest in a new podcast series or episode. You might even get publicity through interviewing opportunities by appearing in directories. For example, different platforms offer featured listing opportunities and social media integration. Getting the word out can help generate interest and excitement for a new show. This can lead to more people checking out the podcast.
Have you included a call to action at the end of your episodes? The more places your podcast shows up, the more people will hear this call to action. More distribution could mean more traffic to your website or opt-in pages. Making sure your episodes are available in different locations can also help your SEO. And more locations mean you’re more likely to appear in organic search results, which can help your brand reach even more listeners.
Submitting your podcast to a directory makes it available to millions of potential listeners. To distribute your podcast as widely as possible, submit it to as many directories as you can. The more places your podcast is available, the more likely people will find and listen to it.
Read more: Benefits of Marketing with Podcasts
Once you have your podcast files set up and stored with a podcast hosting provider, you have the RSS feed you need to distribute your podcast to directories. Most podcast hosting providers can distribute your podcast to numerous directories automatically. If you don’t use a podcast hosting provider, you can manually distribute your podcast, though it’s time-consuming.
Each directory will review your podcast and decide whether to accept it. Once a directory accepts your show, it will appear on the topic. Then people will be able to discover your show while they are searching for podcasts related to different topics. Similarly to podcast hosting options, there are many directories for your podcast content distribution. Some of the most notable include Apple Podcasts, Spotify, Google Podcasts, Amazon Music, and Audible.
Related reading: What To Add When You Develop a Podcast Content Planner
The first place to make sure you list your podcast is the Apple platform. It’s the most popular app for podcasts, with the majority of downloads taking place through the platform. There are a few different ways to get your podcast into Apple Podcasts. But unless you restrict to paying subscribers or use a hosting service for automatic publishing, you’ll use RSS feed distribution through the Apple Podcasts Connect platform. Here’s how to do that:
Log into Apple Podcasts Connect using your iTunes credentials. Set up your account if you still need to do so. Once there, select the “Add (+)” button. Under this option, find and select “Add a show with an RSS feed.”
Next, paste your RSS URL info from your podcast hosting platform. You can choose to restrict user access to the show. If you pick this option, only the selected users in your account menu will be able to access the podcast. Select “Add.” Look over everything on the “Show Information” page for accuracy. Review the content rights details and confirm agreement to the terms of service.
On the left-hand side of the screen, look for the “Availability” option. This lets you choose where you want the podcast to be available. You can tweak this as needed. Under “Distribution,” select whether you want your podcast RSS to be publicly available. This will allow developers of other podcast apps to showcase your show in their app. Under the “Distribution” options, navigate to the “Show Release” selection. Set the date and time you want the podcast to release, or release it right away.
As you distribute your podcast through the Apple Podcasts RSS option, you can edit the details of the title page. Upload brand graphics, include details about the show, and add any promotional offers you want audiences to see. Once done, hit the button to save and publish your show.
Read more: 7 Podcasts For Content Marketers To Follow
Before you start, ensure your podcast is saved as an MP3. Your bitrates should be from 96 to 320 kbps. You’ll need your title, a description of your podcast, and your podcast cover art.
Head to the Spotify for Podcasters platform and create an account if you don’t already have one yet. Otherwise, log in and select the “Get Started” option. Read through and agree to the terms and conditions and click “Accept.”
Enter the URL of the RSS feed into the command prompt on Spotify. Once you do this, Spotify generates and sends a verification email with an 8-digit code. Type in the code from this email when Spotify prompts you. This verifies the RSS feed and stages your podcast on the platform.
Enter the information about your podcast, including the category and language. Summarize the key points for listeners and include any additional details needed to engage potential listeners. When you’re done here, click “Submit.” The podcast URL appears on Spotify immediately. And you should see it in the Spotify app within a couple of hours.
Related reading: Repurposing Content for Podcasts: Why and How To Do It
The process to have your show appear on Google Podcasts is a little different. To get ready, ensure your podcast RSS feed and website are search-friendly. If you are using a hosting provider, you probably already have this capability.
You can easily submit your podcast RSS to Amazon Music and Audible using the submission form. Here’s how it works:
Depending on the directory, it can take a few hours to a few days to approve your podcast. This depends on how busy the directory is at the time of submission. Once you submit your podcast. it will go through a quality check to ensure that it meets certain standards. If a directory approves your podcast, it should appear in search results within a day or two.
It’s important to be patient and allow the directory enough time to review your podcast before assuming that it has been rejected. If you don’t see your podcast listed after a week, you can log into your dashboard to check the status.
Once you have mastered how to distribute a podcast to directories, it’s important to plan other ways to market your podcast. Consider adding these methods to your standard workflow every time you release a new episode:
If you don’t have a dedicated website for your podcast, at least create a page for it on your company website. Make sure the link is obvious on your homepage or news section. It’s a good idea also to create a post about new episodes in your company blog.
You can also distribute a podcast through social media platforms such as Facebook and Instagram. You can post links, audiograms, and promotional graphics to market your episodes on social media, and encourage people to share them. Make sure to use relevant hashtags so that potential listeners can find your content.
You can send a notice with your podcast link to your customers through your email marketing subscription service. Include information about your podcast in your email signature, and include links to episodes in any relevant emails you send out, including regular newsletters.
Reach out to other podcasters who cover similar topics and offer to do a joint episode or cross-promote each other’s shows. Record a short promo for use on other podcasts or radio shows. Think about writing guest blog posts for other websites related to your niche topic. In your post, include a link to a relevant podcast episode to attract new listeners.
If you have video footage of your podcast recording, consider uploading your content to YouTube. Some podcasters have added audio recordings to simple images or graphics and uploaded them to give audiences another way to access content where they already are.
If your company is exhibiting at industry conventions or sponsoring in-person events, incorporate messaging about the podcast in your collateral and presentations. Invite new contacts to listen to the show. Understanding how to distribute a podcast to the most preferred directories is essential to build an audience. And by following these simple steps, you’ll attract listeners and more subscribers to your show.
Podcasts are valuable forms of content that can complement your marketing strategy. Promoting podcasts alongside your other brand content creates opportunities for cross-connections and additional ways to reach and grow your audience. Wondering how to include different content types to support your strategy? Get in touch with the CopyPress team. We’ll work with you to align your goals with a content plan that gets the results you want.
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