In the world of podcasting, standing out and making a lasting impact can be a challenge. Today, we're diving into insights from Matty Staudt, a veteran in the broadcasting and podcasting industry with over three decades of experience. From his radio career to founding Jam Street Media, a podcast network and consultancy, Matty has been at the forefront of audio content creation and distribution.

As the host of Access Podcast, where he interviews some of the best podcasters in the industry, and as a Webby award winner and Ambie award nominee, Matty brings a wealth of knowledge to the table. He's not just a content creator but also an educator, having taught the first podcasting program in the United States at the Academy of Art University. His role on the board of Governors of the Podcast Academy further cements his status as a thought leader in the field. In this post, we'll explore Matty's insights and uncover seven key tips to help you expand your podcast's reach and impact.

1. Know Your Audience Inside and Out

One of the most important aspects of creating a successful podcast is understanding who you're speaking to. Matty emphasizes the importance of knowing your audience. This goes beyond basic demographics; it's about creating a detailed persona of your ideal listener.

For example, if you're creating a podcast about tennis, don't just think about "tennis enthusiasts." Envision a specific person: perhaps a 35-year-old man who plays tennis on weekends, has a certain income level, enjoys particular movies, and listens to specific podcasts. This level of detail helps you tailor your content, tone, and marketing strategies to resonate with your target audience.

Understanding your audience also helps when pitching to advertisers or networks. When you can clearly articulate who listens to your show and why, it becomes much easier to demonstrate your podcast's value to potential partners.

2. Focus on Quality Production

In a sea of podcasts, quality production can set you apart. Production and attention to detail, when done well, can be game changers. This doesn't mean you need a professional studio, but it does mean paying attention to audio quality, editing, and overall presentation.

Consider these in the quality of production:

• Ensure your recordings are clear and free from background noise.
• Remove unnecessary pauses, um's, and ah's to keep the content tight and engaging.
• Where appropriate, add music, sound effects, or ambient noise to enhance the listening experience.
• Plan your episodes with a clear beginning, middle, and end. Use "cliffhangers" or teasers to keep listeners coming back.

Your production quality plays a huge role in creating that immersive experience for your listeners.

3. Embrace Multi-Platform Content Creation

Limiting yourself to audio-only content can mean missing out on potential audience segments. Matty advocates treating your podcast as an integrated marketing campaign, which means creating content in various formats to reach different types of consumers.

Here's how you can expand your content strategy:

• Record video versions of your podcast for platforms like YouTube. Some people prefer to watch content rather than just listen.
• Create short, engaging clips from your episodes to share on platforms like Instagram, TikTok, or Twitter.
• Write articles that expand on topics discussed in your podcast. This can help with SEO and reach people who prefer reading.
• Create a regular email digest that summarizes recent episodes and provides additional value to subscribers.

By diversifying your content, you're not only catering to different audience preferences but also creating multiple entry points for potential listeners to discover your podcast.

4. Leverage SEO for Discoverability

Search Engine Optimization (SEO) is often overlooked in podcasting, but it's a powerful tool for growing your audience. People find podcasts primarily through two channels: Google and YouTube. Optimizing your content for these platforms can significantly increase your discoverability.

Some best practices in making SEO work for you start with optimizing your show descriptions by using relevant keywords in your podcast and episode descriptions. You can create transcripts to increase SEO and make your content more accessible to a wider audience. By using descriptive titles and avoiding generic ones, your titles include relevant keywords and clearly describe the episode's content can make a big difference. Don't forget you can include YouTube in your sphere of content as you create for your podcast.

The goal is to make your content discoverable by people who might not even be specifically searching for a podcast. By appearing in search results for topics related to your content, you can attract new listeners who didn't know they were looking for a podcast like yours.

5. Build a Community Around Your Podcast

A loyal community can be your podcast's greatest asset. Good podcasts have communities of people who really care about the show and its content. Building this community takes time and effort, but it's well worth it.

There are many ways to build your community. Engaging on social media through regular interactions, creating exclusive content, and hosting live events can really boost your community engagement. You can also engage listener participation by asking for feedback, asking questions for the listener to respond to, or featuring stories from listeners in your episodes.

A strong community not only provides a stable listener base but can also lead to word-of-mouth marketing, which is invaluable for podcast growth.

6. Collaborate with Other Podcasters

Networking and collaboration are great ways to expand your podcast's reach. Matty suggests reaching out to other podcasters in your niche for cross-promotion opportunities. This can involve guest appearances on each other's shows, joint episodes, or simply promoting each other's content to your respective audiences.

With collaborations, you can expose yourself to new audiences and perspectives on content, build relationships with your audience and the audience of your guest, and foster ongoing partnerships and support.

When approaching collaborations, look for podcasters with similar audience sizes and complementary (not competing) content. Remember, the goal is to create mutually beneficial partnerships that add value for both parties' listeners.

7. Consider Paid Promotion Strategically

While organic growth is ideal, paid promotion can be a necessary tool for cutting through the noise in today's crowded podcast landscape. It's crucial to approach paid promotion strategically to ensure you're getting the best return on your investment.

Here are some tips for effective paid promotion:

• Focus on platforms where your target audience is most likely to be active.
• Use the detailed audience persona you've developed to ensure your promotions reach the right people.
• Look for opportunities to advertise on podcasts with audiences similar to your target listeners.
• Monitor the performance of your paid promotions to understand what's working and adjust your strategy accordingly.
• Test different approaches with smaller budgets before committing to larger campaigns.

The goal of paid promotion should be to attract engaged listeners who are likely to become long-term fans of your show, not just to artificially inflate download numbers.

Crafting Your Podcast's Success

Expanding your podcast's reach and impact requires dedication, creativity, and strategic thinking. By implementing these tips, you can create a podcast that not only reaches more listeners but also makes a lasting impact. Strive to create content that captivates your audience, provides value, and keeps them coming back for more.

As you implement these strategies, be patient and persistent. Building a successful podcast takes time, but with consistent effort and a focus on quality, you can create a show that resonates with listeners and stands out in the crowded podcasting landscape. Keep refining your approach, staying true to your unique voice, and always putting your audience first. 

Key Takeaways: 

1. Matty's journey began in radio at age 16, providing a strong foundation for his podcasting career.

 

2. Radio experience taught Matty valuable skills in working with sales teams and creating sellable content.

 

3. Knowing your audience is crucial for podcast success, along with sharp production and attention to detail.

 

4. A good podcast should be an "escape" for listeners, engaging them fully like a good book.

 

5. Video content is becoming increasingly important in podcasting as part of an integrated marketing approach.

 

6. AI is a valuable tool in podcasting, particularly for tasks like creating pitch decks more efficiently.

 

7. SEO optimization for podcasts should focus on Google and YouTube, not just podcast-specific platforms.

 

8. Paid promotion on relevant podcasts is an effective strategy for growing an audience.

 

9. Consumption rate is a key metric for measuring podcast success, more important than raw download numbers.

 

10. The best monetization strategies include using programmatic ads for larger shows and pursuing niche sponsorships for smaller, targeted audiences.

 

 

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Thanks for joining us for this episode. I wish you success as you make the most of producing your podcasts!