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There are currently more podcasts than radio stations, TV channels, and newspapers combined. Yet somehow, new shows keep breaking through the noise and finding their audience. The difference between a podcast that fades into obscurity and one that builds a loyal following often comes down to smart promotion—not just luck or even production quality.
With this in mind, here are six proven tactics to get your show in front of the right ears:
Leverage Your Guests’ Networks
Your podcast guests aren’t just content contributors—they’re potential marketing partners. Create shareable audio clips, visually appealing quote cards, and brief video highlights that guests will actually want to share. The key word here is “want”—make them look so good they’d feel foolish not sharing.
Another great place to encourage shares is around the podcast studio or serviced office space you’re using to record your episodes. Whether you frequent an affordable podcast studio in Sydney or use one of the best Melbourne coworking spaces, see if there are any cross-promotional opportunities available. For example, you could promote your coworking space’s fantastic podcasting facilities in exchange for them promoting your podcast—it’s a win-win.
Repurpose Content Like a Master Chef
Think of your episodes as raw ingredients that can be transformed into various content dishes. Turn interesting segments into blog posts, create Twitter threads from key takeaways, convert discussions into LinkedIn articles, and transform compelling moments into short-form videos. One hour of audio can spawn dozens of pieces of content, each serving as a trail of breadcrumbs leading back to your show.
Build a Cross-Platform Community
Your podcast isn’t just a show—it’s a community waiting to happen. Create spaces where listeners can discuss episodes, suggest topics, and connect with each other. This could be a Facebook group, Discord server, or even a weekly Twitter Space. The goal is to transform passive listeners into active participants who feel invested in your show’s success.
Master the Art of the Snippet
The attention span of the modern internet user is shorter than a goldfish’s—but reports of goldfish having 6-second attention spans have been greatly exaggerated, so that’s not necessarily bad news!
Still, if you want to appeal to modern audiences, create 30-60 second snippets of your most compelling moments. These aren’t just highlights—they’re strategic hooks, like movie trailers for your episodes. Post them where your target audience hangs out, whether that’s LinkedIn, Instagram, or TikTok.
Optimise for Search (Without Being Boring)
Yes, SEO matters for podcasts too. Your episode titles and descriptions should be discoverable but not dull. Instead of “Episode 47—Interview with John Smith,” try “How a Failed Startup Led to a $10M Business | John Smith on Second Chances.” Write show notes that serve both search engines and humans—detailed enough to be useful, engaging enough to be readable.
Collaborate with Strategic Partners
Find podcasts in complementary (not competing) niches and create cross-promotion opportunities. If you host a business podcast, partner with a productivity show. If you’re in the fitness space, team up with a nutrition podcast. The key is finding partners whose audiences would genuinely benefit from your content—and vice versa.
Moving Forward
Each tactic above should work in concert with the others, creating a promotional symphony rather than a solo performance. Start by implementing one strategy well, then add another. Rome wasn’t built in a day, and neither was any podcast empire. Focus on quality over quantity, both in your content and your promotion. After all, the best marketing in the world can’t save a mediocre show.
Above all else, make your podcast a blast to listen to! The greatest marketing tool will always be a show so good that listeners can’t help but tell their friends about it.
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