Every podcaster wants to know the secret to successfully building an audience. Sometimes virality can be attributed to the star power of a host or the production abilities of a popular podcast network. However, in most cases, podcast success comes down to hard work and a lot of luck!

While there’s nothing you can do to improve your luck, there are some best practices that can have an effect on your success. Today we’re going to talk about how you can use your episode transcripts to boost SEO, increase discoverability, and organically grow your podcast’s audience.

Own and control your content

There’s something that you need to know right from the start. 

You need a website. 

With all of the various hosting sites, podcast aggregators, and social media platforms around, I know that it may not seem too important for a podcaster to have a dedicated website.

But hear me out.

Other platforms may come and go, but you don’t want your web presence to go with them when they do. Instead, you want to create a hub for your content that you own and can control.

Besides, not having a website means that you’re missing out on a massive pool of prospective listeners.

Not everyone uses social media or iTunes, but everyone uses search engines. 

If you don’t show up in a web search, then you are leaving all of those listeners on the table. Rule #1 of podcast promotion is to be everywhere your potential listeners are.

And that includes search engines!

Pro tip: Though setting up a site may seem daunting, it’s possible to get one up and running in less than an hour. Check out Squarespace, Wix, or WordPress and pick the platform that’s right for you.  

Once you have a website, it’s time to figure out how to drive traffic to it, which is where SEO comes in.

What is SEO?

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Search Engine Optimization, or SEO, is the process of optimizing your website and content so that it can be discovered effectively via search engines. It’s a huge topic in the world of marketing, and if you’re new to the field, it can feel overwhelming. 

But SEO doesn’t need to be scary!

With just a few simple tweaks to your podcast site, you can do a lot to raise your Search Engine Results Page (SERP) ranking.

How to use podcast episode transcripts to improve SEO

Photo by Austin Distel on Unsplash

One of the main components to optimizing your website for SEO is determining the right focus keywords for your brand.

Keyword research can take a lot of time and resources, but here is where being a podcaster pays off. Instead of creating content to fit specific keywords, you can use the transcripts of your podcast episodes on your website. This will automatically place relevant keywords on-page, no keyword stuffing required, making it easy for potential listeners to find your content.

Here are a few ways episode transcripts can completely transform how users find your brand on the web.

Show Notes Pages

Photo by Startup Stock Photos from Pexels

Show notes pages are standard for most podcast websites. They make it easy for listeners to access information about each episode, such as guest names, titles, social links, and any other pertinent information that might’ve been difficult to pick up from the audio.

There are several ways to use transcripts in your show notes:

  • Full Transcript

Many podcasters post full transcripts of each episode. While some search engines do index podcasts, having the full text on your site provides an extra boost in SEO as it allows your show to potentially get two hits for relevant keywords; one for the audio, and one for the transcript on your site.

  • Partial Transcript

If you don’t want to publish complete transcripts, you can use pull quotes from the text to highlight key moments from the episode.

Pro Tip: Posting short audio clips of these moments can also be useful for increasing engagement and time spent on-page.

  • Episode Summaries 

For those not interested in posting transcripts verbatim, you can still use the text to produce an episode summary. By picking out your desired keyphrases from the transcript, you can make sure that your episode summary is concise and driving quality listeners to your content.

  • SEO Metadata

Use each episode’s transcript to isolate relevant long-tail keywords and then apply them to the title, headers, tags, URL slug, and SEO description for the corresponding show notes page.

Pro tip: In addition to adding keywords from your transcripts to your show notes page, make sure you also include the basics. 

List your name, your podcast’s name, the episode title and number, and the term ‘podcast’ in your metadata to achieve the best results.

Content Creation

Photo by William Iven on Unsplash

You may have heard of the term “Create Once, Publish Everywhere,” or “COPE.” While you don’t want to publish the same content everywhere literally, repurposing your podcast content is a smart move. 

Repurposing your content helps your SERP ranking and opens your podcast up to new audiences that you might’ve not had exposure to previously. Best of all? You’ve already done most of the work! 

Here are a few ways to repurpose your podcast content:

  • Show Teasers / Trailers
  • Blog Posts
  • Social Media Posts
  • Videos

For all of these content types, reference your episode transcripts and isolate good dialogue, funny or engaging moments, and all of your relevant long-tail keywords. Use them to focus your repurposing efforts for maximum SEO benefits.

Authority and Backlinks

Photo by Pixabay from Pexels

Aside from keyword usage, search engines also consider other factors when tweaking their algorithms. A significant factor is whether or not your site is considered an “authority” in your subject area.

While there’s no direct way to impact your authority, you can work on molding your brand into a thought leader for your industry. Focus on:

  • Quality content – your podcast, blog posts, etc. 
  • Engagement  – get people to your website and keep them there
  • Backlinks –  gather incoming links from other high-authority sites

Transcripts aid in content creation, and in turn, help increase audience engagement. The usage of transcripts on-site also makes it easier for reputable sites to quote something said on your podcast, and directly link to it in text, thus increasing your website’s reputation.

Now that you’re convinced that podcast transcripts are essential, you’re probably wondering:  How do I get transcripts of my episodes?

Easy – Audioburst Creators!

The Audioburst Creators suite of podcast marketing tools takes the heavy lifting out of marketing your podcast. Users enjoy features such as:

Automatic Transcripts

Our AI-powered audio system “listens” for your content, allowing for the automatic creation of a fully editable episode transcript moments after you hit publish.

Social Sharing Tools

Sharing on social channels is an important part of a good SEO strategy. In a 2018 study performed by Hootsuite, it was found that content that had been published on Twitter saw a 12% organic increase in performance over a control group. Beyond that, there was a 22% increase for boosted (paid promotion) posts.

Audioburst Creators allows you to maximize your SEO potential through robust social sharing tools. Seamlessly share the best moments of your podcast to Twitter, LinkedIn, or Facebook directly from your Show Highlights page, or grab an embed code to add “bursts” to any webpage.

To learn more about using social media in your podcast marketing strategy, click here.

Audiogram Creation

As mentioned in the previous section, social links are great for SEO. However, once potential listeners find themselves on your social channels, you’ll need to provide them with content that has the power to drive traffic to your podcast.

In a recent report, it was noted that “89% of video marketers say video, in general, gives them a good return on their investment” and that “95% of video marketers plan to increase or maintain their spend on video in 2020.”

The use of video when combined with social platforms like YouTube, Instagram, Medium, and TikTok can help you grow your audience and amplify your marketing efforts.

Creators enables you to harness the power of video by turning your talk audio content into short video clips, or what is sometimes referred to as an audiogram.

Video burst editor in Audioburst Creators

To learn more about using video in your podcast marketing strategy, click here.

The best part of Audioburst Creators? Unlike many other podcast promotion services, it’s 100% free!

The Bottom Line

Episode transcripts take the guesswork out of content creation, boosting brand authority, and improving your podcast’s SEO. 

If you aren’t transcribing your show, it’s time to take the leap. Sign up for Audioburst Creators and get your podcast discovered!

Podcasts are primarily thought of as an audio-only experience. As a show host, you focus on good audio quality, skillful editing, killer scripts, and interesting guests in hopes that your show will become the next big thing.

However, there is more to building an audience than having the right microphone. Promoting a podcast, or any brand, really, involves reaching out to new demographics and thinking outside of the box.

In this post, we’re going to discuss how you can use video to promote your podcast and grow your show’s following. We’ll cover:

  • Why you should use video to promote your podcast
  • What types of videos you should create
  • Which channels you should post to
  • How Audioburst Creators can help make the job a little easier

Why video?

Photo by Sam McGhee on Unsplash

Given that most people are creatures of habit, the best approach to distribution is to be anywhere and everywhere potential listeners may be. For podcasters, this would normally be places like Apple Podcasts, Spotify, Google Podcasts, and other popular podcatchers.

While there’s certainly nothing wrong with targetting the standard podcasting channels, adding in non-traditional formats like video can open up new possibilities for getting your content in front of listeners. To give you an idea of why video is a format worth considering, especially when working with existing content, check out these video marketing stats:

  • In 2019, users spent a weekly average of 6+ hours watching online videos (source)
  • 87% of video marketers say video has increased traffic to their website (source)
  • 92% of marketers make videos with assets they already have (source)

Both marketers and media consumers are putting their trust in the format’s value, so the next question for you as a podcaster is what kind of videos should you create?

What to Post?

Photo by Vanilla Bear Films on Unsplash

When trying to decide what kind of video clips to create from your podcast content, consider how you might best use video in your promotional activities and what type of video content your audience values the most. 

Do they prefer:

  • Long-form or short-form media?
  • In-depth features or quick overviews?
  • Simple graphics or behind-the-scenes footage?

Knowing the type of videos your listeners like to consume will enable you to create clips that will pique their interest and inspire them to share your podcast with friends, family, and beyond.

Here are a few video types to consider: 

Live Footage

Videos recorded live during the recording of your show are great for audiences that value behind-the-scenes content. They allow your listeners to feel more connected with you, your process, and your content by bringing them inside of the recording experience. 

Show Trailers

Launching a new show? Consider making a video trailer to use during your pre-launch promotional campaign. It can contain a few fun moments from your launch episodes, or be a “pre-episode” that gives potential listeners the low-down on what they can expect each week.

New Episode Announcements

Get the word out on new episodes through video. Use your intro segment or part of a guest interview to get your audience pumped for your latest release.

Podcast Highlights

Share the best of your podcast with the world by creating a highlight video. It gives potential listeners a taste of what makes your content special and worth a spot in their podcast rotation.

Where to Post?

Once you have a few videos lined up, it’ll be time to decide on the best places to get them in front of the masses. There are endless options, but here are the most popular ones to get you started.


Photo by NordWood Themes on Unsplash

If you choose to only upload your podcast to one visual-focused service, it absolutely must be YouTube. 

Owned by Google and boasting 2 billion active users worldwide, YouTube is the most powerful video-sharing platform in existence. 73% of adults in the U.S. use the service, spanning every generation from college students to retirees. YouTube has something for everyone.

Aside from the obvious benefit of having a huge pool of users, YouTube is also a popular platform for engagement. Between 2017 and 2018, YouTube users increased their engagement by 70%. This means that the platform is the perfect environment for developing trust and creating a loyal following for your podcast.

Podcast Marketing in Action: Rumble with Michael Moore

Documentary filmmaker and political commentator Michael Moore launched his new podcast, Rumble with Michael Moore in late 2019. The show focuses on Moore’s “subversive and humorous take on the issues of the day and talks to a wide range of people from comedians and politicians to the people who’ve tried to kill him.”

While widely available everywhere podcasts are typically distributed, Moore has also added a playlist on his YouTube channel for Rumble.

Listen to Rumble with Michael Moore on YouTube here.

Social Media

Photo by NordWood Themes on Unsplash

Another prime location to share video clips from your podcast is on social media. 63% of marketers use video in their social media marketing, as adding visual assets to your social media posts helps them stand out and increases your chance of getting noticed.

When it comes to which platforms, almost all major social media platforms are adaptable to video content. Focus on the sites where your ideal listener is well established first, then branch out from there. 

Podcast Marketing in Action: Pod Save America

Pod Save America is an American political podcast produced by Crooked Media. Hosted by former Obama aides Jon Favreau, Jon Lovett, Dan Pfeiffer, and Tommy Vietor, the show releases episodes on Monday and Thursday, breaking down the political issues of the week. 

In the example above, the show utilized an audiogram to spice up a Twitter post teasing an episode on COVID-19.

The post features a pull quote from their guest, U.S. Representative Katie Porter (D-CA), and the audiogram includes a static photo of Katie Porter, audio from their interview, and subtitles for the hearing impaired or those who may be scrolling with sound off.

Show Page / Blog

Photo by Pixabay from Pexels

Most podcasters agree that having a home base on the internet for your show is a must. While websites are great for posting episode transcripts and guest information, they also are an ideal hub for video content. 

According to Hubspot, “Including a video in a post increases organic traffic from search results by 157%,” and “Using videos on landing pages will increase conversions by 86%.”

With SEO and conversion boosts like those, adding video to your site becomes a no brainer.

Podcast Marketing in Action: This Week in Tech


This Week In Tech, or TWiT, is a podcast hosted by Leo Laporte. The show consists of round-table discussions that center around technology news.

The show is accessible via audio and YouTube, but also, live videos of all episodes are available on the podcast’s website. 

We noticed that their website is the first result on Google when you search for the show:

While we can’t be sure that the videos are what put them at the top over their Stitcher or Apple Podcast listings, we know that the videos certainly don’t hurt!

How to Get Started

Once you know what types of videos you want to create for your podcast and have an idea of where you’d like to promote them, it’ll be time to put the plan into action.

Videos can be created using a video editing application like iMovie, but if you’re looking for an even easier way to create simple, elegant video clips of your podcast episodes, there is another solution you may want to consider – Audioburst Creators.

The Audioburst Creators suite of podcast marketing tools takes the heavy lifting out of marketing your podcast. Users enjoy features such as:

Video clip creation

Reach new audiences on visual platforms such as YouTube, Instagram, and Tiktok by turning your audio into stunning short-form videos.

Social Sharing Tools

Seamlessly share the best moments of your podcast to Twitter, LinkedIn, or Facebook directly from your Show Highlights page, or grab an embed code to add “bursts” to any webpage.

Automatic transcripts

Our AI-powered audio system “listens” for your content, allowing for the automatic creation of fully editable episode transcripts, available moments after you hit publish.

The best part of Audioburst Creators? Unlike many other podcast promotion services, it’s 100% free!

The Bottom Line

Video is an easy way to boost your podcast’s signal and open the door to a whole new pool of listeners.

Ready to take Creators for a test-drive? Click here to get started!

We’re back from Podcast Movement: Evolutions, and our minds are buzzing with ideas!

For those of you who may not know, Podcast Movement conferences are the premier events for podcasters and industry professionals. Podcast Movement: Evolutions focused on some of the main pain points that podcasters are facing today: discoverability, growth, and monetization.


Audioburst VP of Product Strategy, Rachel Batish gives a talk @ Podcast Movement: Evolutions


Filled with experts from every aspect of the industry, the conference offered attendees access to an endless supply of content and knowledge, covering all facets of creating and marketing a podcast. 

Many themes seemed to resurface throughout the conference. Talk of short audio was all around, making it clear that short-form is quickly becoming the way to get to people’s hearts and minds.

As such, the Audioburst booth was hardly ever without a crowd. 

The Audioburst team demoed our Creators platform a hundred times a day, and the response was breath-taking: Users were excited about the robust capabilities rolled up into one single application, as well as amazed by the platform’s sleek user interface and ease of use.


Conference attendees check out an Audioburst demo w/Product Manager Roni Kandel


Every podcaster who visited our booth discussed the challenges of podcast marketing and the difficulty in spreading the word. The relief on their faces when they saw how Creators could help simplify the process was pure delight.

The best part of the entire experience, by far, was having the chance to hear the podcasters’ ideas and feedback first hand. The next few months of the Creators roadmap is now full of new capabilities, all responding to the unique challenges we heard from PM attendees – we can’t wait to dive in!


Attendees talk with Audioburst CTO & Co-founder Gal Klein


Now that the dust has settled and we’re able to take a beat to reflect on the Podcast Movement experience, we can’t help but feel excited about the future of Audioburst Creators.

Creating audio “bursts,” video as a means of opening additional distribution channels, a streamlined sharing process, and our easy to use editor all proved to be extremely valuable for the podcasters in attendance. The features were especially appreciated by those who found themselves short on time but are still in need of a way to boost their podcast’s signal effectively.

When you add in Audioburst’s unique distribution channels and our user-friendly mobile app as means of further exposure and discoverability, we feel like we’re offering something to the community that is really special.

Now it’s time to get back to work, implementing all of the amazing features inspired by Podcast Movement. But before we sign off, we just wanted to raise our glasses to all of the wonderful members of the podcasting community we got to connect with. 


Team Audioburst toasts to an amazing time at Podcast Movement: Evolutions


Until next time!


While making a space for yourself in the podcasting world isn’t an easy task, it’s also not impossible. By leveraging your most valuable asset (your podcast!) and the most powerful free marketing channel in today’s world (social media), you can organically grow your audience from the ground up.

Ready to get started? This post will cover:

  • The basics of using social media for podcast promotion
  • A primer on the various algorithms used by the major social platforms
  • Audioburst Creators, the definitive tool for podcast promotion

Promoting your podcast on Social Media

Photo by Tracy Le Blanc from Pexels

Social media is, by far, the easiest and most cost-effective way to reach potential podcast listeners.

After all, the numbers don’t lie:

  • Facebook has 2.45 billion monthly active users (source)
  • Instagram has 1 billion monthly active users (source)
  • Twitter has 33 million monthly active users (source)
  • YouTube has 2 billion monthly active users (source)

With such a vast pool of users, there’s no doubt that your ideal audience is out there, ready to engage with you and your content.

But how do you promote on social media effectively? The first step is understanding where your audience lives online, and actively growing that audience.

Best practices for audience growth and podcast marketing

If you’ve decided to take the plunge and begin promoting on social media, here are a few best practices to keep in mind to help ensure that your campaign is a success:

Choose your platform wisely

Not all social media platforms are created equal! While you may want to have a presence on all of the main channels (Twitter, Facebook, YouTube, and  Instagram), it’s best to start slow. You can always expand in the future.

Focus on who your ideal listener may be, as well as the subject matter covered in your show – where do those types of people congregate online? Do they engage with Facebook groups? Are they on Twitter? Are they on Instagram? YouTube?

Use audience data to pick the platform that best matches your listener and spend your initial efforts where you can make the largest impact on your target audience.

Be consistent

One of the keys to success with social media, blogging, or podcasting, in general, is consistency.

Followers appreciate a schedule so they know where and when they can find you, so create a posting schedule and stick to it. Practicing consistency will not only be good for growing your podcast audience, but it will also help increase trust for you and your brand.

Actively engage with your audience

While it may be tempting to ‘set and forget’ your posts via a social scheduling service, make sure you set some time aside for engaging with your fans. 

The more you respond to DMs and comments, the more your audience will trust you and your brand. Also, make sure to follow your most influential fans and engage with them via comments and DMs. This, in turn, will help you connect with their personal audiences.

Hang out on the platforms where you promote. Like or respond to every comment you receive with genuine, thoughtful responses, and in a timely manner. Publish additional content beyond promotional posts and actively socialize with your followers. Introduce yourself, make friends, and dedicate time towards building your community.


Don’t just interact with your own followers. Spend time on the pages and in the comments of other podcaster’s posts. Like and follow other like-minded podcast pages. Recommend podcasts on your social channels that have a similar listener base to your own, maximizing crossover potential. Engaging with the content and audience of other podcasts can open up the opportunity for guest appearances on other shows, social media cross-promotion, and the introduction of your content to an entirely new audience.

Experiment with copy and content

When creating social posts, experiment with your copy and content choices. Varying word choice, caption length, and the types of posts that you make will elicit different levels of engagement from your audience. Trying different things out will allow you to learn what performs the best. 

Looking for ideas? In addition to show trailers and new episode announcements, you might consider adding questions or giveaways to your social calendar. These types of posts are ideal for encouraging interaction and increasing engagement. One company that does this well is the podcast hosting platform Anchor. Take a look at the examples below and note the high level of engagement:


Leverage audio and video in your posts

With 45% of the total world population using social networks, there is a lot of competition for visibility. Posts with images, video, or embedded audio gain attention over those that are just plain text and are more likely to convert to new listeners. 

For instance, “Headliner performed a study where they shared a podcast episode on Facebook 2 different ways. This was with a static image versus an audiogram, and the audiogram generated 5X the results and traffic.” (source

Talk about impressive results!

Sharing audio clips is a great way to metaphorically “flag down” social media users and give them a taste of your show. We’ll discuss how you can start creating audiograms of your own later in the post.

Optimizing content for social

When preparing your visual assets for social posting, it’s important to keep each platform’s content requirements in mind and optimize accordingly.

This blog post from Buzzsprout does a great job in outlining the different needs of all of the major social media sites. Here is the breakdown of size and layout recommendations they provide for the most common platforms and media types:

Square vs. Landscape 

  • Square audiogram (for Social Feeds)
  • Vertical audiogram (for Stories)
  • Landscape audiogram (for YouTube)
  • Square image (for Quotes)
  • Square thumbnail (for Facebook)
  • Landscape thumbnail (for YouTube)

Recommended Image Sizes

  • Square (Social Feeds): 1080px by 1080px
  • Vertical (Stories): 1080px by 1920px
  • Widescreen (YouTube): 1920px by 1080p

Besides these posting and engagement basics, understanding how content is delivered to users is also an important consideration when developing a podcast marketing strategy.

This means understanding the algorithms each site uses to prioritize content in someone’s personal feed.

Algorithm Basics

Photo by Sara Kurfeß on Unsplash

Algorithms have a significant effect on which content users see. As you are probably aware, just because you post something, doesn’t mean your audience will see it, or even like it. Let’s take a look at what the algorithms of a few of the most popular social networks take into consideration when deciding what content to display.


Originally Twitter (and most other platforms) operated under a chronological method for content delivery. Today, however, Twitter relies on an algorithm to make sense of the large amount of content being shared.

Sprout Social breaks the Twitter algorithm down into these four factors:

  • Timeliness – how recently a Tweet was published
  • Engagement – how many Retweets, clicks, favorites, and impressions a Tweet has received
  • Media Type – the types of media included in a tweet (images, videos, GIFs, etc.)
  • Activity – how active the user is (how often the user visits the site, how many followers they have, etc.)

Then the Twitter feed itself is split into three sections:

  • Tweets ranked by the algorithm above
  • “In Case You Missed It” – important tweets from frequently engaged accounts
  • Reverse chronological-order tweets – after you view all of the tweets pushed to the top by the algorithm in the sections above, remaining tweets are shown in reverse chronological order.


In 2018, Facebook announced that going forward the platform would focus on “prioritiz(ing) posts that spark conversations and meaningful interactions between people.”

What does that mean exactly?

According to this post from Hootsuite, Facebook bases its algorithm on ranking signals (“data points about a user’s past behavior, and the behavior of everyone else on the platform, too.”) that fall into 3 main categories:

  • Who a user typically interacts with
  • Media Type (videos, photos, gifs, etc.)
  • Post Popularity (engagement)

In addition, the company rolled out the “Why am I seeing this post?” feature in 2019 to let users fine-tune what they’re seeing in their newsfeed more acutely.


Social media scheduling platform, Later, broke down the Instagram algorithm in this blog, explaining that IG bases what you are shown in your feed on six core factors:

  • Interest – how you’ve engaged with similar content in the past
  • Relationship – how close you are with the poster (i.e. frequency of engagement with their content, if you DM with each other, whether you know the poster in person, etc.)
  • Timeliness – how recent the post is 
  • Frequency – how often you engage with the app (i.e. once per hour, day, week, etc.) 
  • Following – the number of users you are following 
  • Usage – the amount of time spent in-app

The blog post also covered Instagram’s responses to some of the common IG algorithm myths. Instagram notes that:

  • Photos and Videos are treated equally
  • Fake / Inauthentic activity can be detected and is ranked accordingly
  • All comments count as engagement, no matter the length
  • All Account Types (Personal/Business/Creator) are treated the same 
  • Engagement in the first 30 Minutes doesn’t determine ranking


E-commerce platform, Shopify, analyzed a research paper published by Google engineers to give a glimpse into the YouTube recommendation algorithm. 

According to Shopify, the Youtube formula focuses on: 

  • Click-through rate – the likelihood of someone clicking on your video after seeing it
  • Watch time – the combined amount of time that viewers spend watching your videos)
  • How many videos the user has watched from your channel
  • How recently the user watched a video about this topic
  • What the user has searched for in the past
  • The user’s previously watched videos
  • The user’s demographic information and location

Now, after taking a look at each algorithm, what is the key takeaway?

The main factor is clearly engagement. When users interact with one of your posts, it increases the chance that your content will be recommended to them again in the future.

When planning social content, revisit the ‘Best Practices’ section above. Consistency, interacting with your followers, experimenting with copy and content, and leveraging rich media types such as video and audio are all great ways to boost engagement and improve the likelihood that potential listeners will get to see your posts.

Putting it all together

So, now that you have the best practices for social media posting under your belt, and you understand how the algorithms affect who is exposed to your content, it’s time to start sharing.

If you’re looking for a solution to make the process easy, consider Audioburst Creators.

Audioburst Creators makes creating and sharing clips from your podcast on social media simple and fast. Enjoy features like: 

AI-Clip Creation (Bursts) 

Bursts are concise, short-form audio clips that capture the best moments from a podcast or radio broadcast. 

Bursts are automatically created by Audioburst’s AI-powered system, utilizing metadata such as keywords, sentiment, and speaker changes to segment your show into searchable, shareable audio clips, ideal for usage on social media.

Social Sharing Tools

Social sharing screen / Audioburst Creators

Once your show is segmented into bursts, start putting them to work using Creators’ social sharing tools.

Seamlessly share the best moments of your podcast to Twitter, LinkedIn, Facebook, and YouTube directly from your Show Highlights page, or grab an embed code to add audio “bursts” to any webpage.

Video Burst (audiogram) creation

As mentioned earlier, when promoting podcasts on social, audiograms outperform static images 5 to 1. That’s why Audioburst has streamlined the process of creating and sharing video clips of your content, reducing it to 3 simple steps:

Show Highlights Page / Audioburst Creators

  1. Locate the audio burst you want to create a video for on your Show Highlights page. Click either the video camera icon or choose ‘Create video’ in the drop-down menu to be transported to our video editor.

Video burst editor / Audioburst Creators

2. Choose the video size you want to create, upload a background image, customize the video’s title, and give photo attribution.

Video burst editor / Audioburst Creators

Once everything is perfect, hit save to create your burst.

Video burst editor / Audioburst Creators

3. Download your video bursts for use on visual platforms such as YouTube, Facebook, Instagram, and Tiktok.

Automatic transcripts

Automatic transcripts / Audioburst Creators

Our AI-powered audio system “listens” for your content, allowing for the automatic creation of a fully editable episode transcript moments after you hit publish.

Transcripts can be used as the basis for social media content:

  • Use episode content from transcripts to create an engaging social copy
  • Pull quotes from guests to use as audiogram visuals and other imagery for social promotion
  • Edit your transcripts to create a complementary blog post for your episode, rich in audio and video from your podcast

The options are endless!

All of these features are great, but the best part of Audioburst Creators? Unlike many other podcast promotion services, it’s 100% free!

The Bottom Line

Your audience is out there! With consistency, engagement, and strategic use of your content, you can take your podcast’s social media marketing to the next level.

Ready to take Creators for a test-drive? Click to get started!

Tips for distributing and promoting your first podcast

Welcome back to The Burst’s ‘Podcasting A-Z’ series!

In the first post of the series, I explained best practices for setting up your podcast for success. Next, we’re going to discuss podcast promotion basics that will help you grow your audience and stand out against the crowd. We’ll be touching on:

  • Syndicating your podcast
  • Social media for podcast promotion
  • Creating a podcast website
  • Encouraging listener interaction
  • Obtaining social proof
  • Leveraging your network


An important fact about today’s consumer is that they have mad brand loyalty. From toothpaste to potato chips to podcast apps, people like what they like, and it can be challenging to get them to switch things up.

What does this mean in terms of distributing your podcast?

Since it’s difficult to motivate listeners to change their habits, your best bet is to distribute your show widely and have it be everywhere that they are.

Armchair Expert with Dax Shepard via Audioburst Search

There are the obvious places to post your show, such as Apple PodcastsGoogle Play, and Spotify, but there are also many other platforms and podcatchers (apps that play podcasts) to consider. Here are a few to get you started:

Get social

Now that you have published, branded, and submitted your podcast to podcatchers far and wide, it’s time to hit the metaphorical pavement!

Social Media is one of the most effective ways to get the word out about your show. Most people are members of at least one social platform, so it’s a great way to reach current listeners as well as a logical place to recruit new ones.

As the two most well-known social media sites around, you’ll likely want to start with Twitter and Facebook. For Twitter, create accounts for both you (the host) and your show. On Facebook, you can begin with a show page.

Post on your show’s Twitter and FB page each time a new episode is released and on Twitter, have your host’s account retweet it. Your episode release posts should include a link to a platform where your followers can listen to the episode (Apple Podcasts, Spotify, etc.) or if you have one, to the show notes section of your website. Even better than either of those, however, is to embed an audio player directly into your social post. Using an embedded player will allow your listeners to check out your new episode without even leaving the site. Also, consider pinning the post containing your most recent episode to the top of your feed for easy access.

The ladies from the parenting podcast One Bad Mother “are doing a great job” with their social media presence. They’re present and accounted for on both Facebook and Twitter:

One Bad Mother / Facebook
One Bad Mother / Twitter

They post on both platforms when episodes are released…

…and on Facebook, they’ve pinned the most recent show:

One Bad Mother / Facebook

Once you have Twitter and Facebook nailed down, you should think about your podcast’s intended audience before deciding where else you should have a social presence. It might be SnapchatPinterest, or in the case of One Bad Mother, Instagram:

One Bad Mother / Instagram

Instagram is an excellent platform to choose if your show is on a topic that would benefit from visuals (cooking, fashion, travel), if you’re selling merchandise, or if the listener demographic you’re attempting to attract are heavy users of the service (ex. Gen Z tends to prefer Instagram and Snapchat over other platforms).

Aside from showcasing any impressive visuals you may have, you can also post audio clips of your episodes like the OBM crew did here:

Other tips for promoting your show on social media:

  • Respond promptly and consistently

You want your followers to feel important and connected to you on a personal level, so be sure to respond to their tweets, comments, and messages right when they come in to encourage engagement.

  • Tag brands and influencers in your posts

Leverage the networks of people with more significant followings. Even one mention, share, or retweet from a big name can create a buzz and project credibility.

  • Use hashtags

Help people find you by effectively using hashtags. There are best practices for every platform, so to ensure that you’re getting the most out of your hashtags, check out this great post by Sprout Social on the topic.

  • Post in groups

There is a Facebook group for just about everything, which means that there is most certainly one for your show topic. There are even entire groups just for podcasters to promote their most recent episodes. Join relevant groups and become part of those communities. While some won’t let you post links, most will allow you to mention your show when you introduce yourself, and some have weekly threads where you can post your most recent episode in the post’s comments.

Even for groups where self-promotion is off the table, getting your name in front of other podcasters can help gain visibility.

Here are a few podcast-related groups to check out:

Have a website

One of the main challenges podcasters face is discoverability. The issue with discovery is two-pronged. On the one hand, podcasts are more in vogue than they’ve ever been. With thousands of shows in existence and new ones being created each day, competing for listeners’ time is a tough job. On the other hand, for the 7 out of 10 Americans familiar with podcasting, there are still 3 Americans who’ve never heard of it.

The best way to help both groups find your show is not just to be part of audio libraries and podcast directories but to also get your brand to surface on the one place where just about every person is: Google.

Being accessible via text-based search is critical, as it is going to get you listeners who may not know what a podcast is, but are interested in what you do.

Say you host a podcast about learning to play the clarinet. People who have a burning desire to pick up a woodwind instrument may not rush to Apple Podcasts to find out what brand of instrument to buy. They will, however, be on Google searching for ‘what brand of clarinet should I buy?’ When they do, that is when they will find the website for your podcast and the show notes for your episode covering just that.

When these prospective clarinetists land on your site, you want to have everything having to do with your podcast aggregated in one place. This will help them locate you on all of the social and podcast platforms you can be found on and let them learn more about you and your content.

An example of a well-done podcast website is the site for the podcast Serial.

Season 1 / Serial

The most successful season of any podcast ever created would probably be Season 1 of Serial. The season covered the 1999 murder of Hae Min Lee, a student at a Baltimore high school. While the story and its audio were captivating, there were a lot of details which were hard to keep track of while just listening to the audio.

Serial used their website to add a visual layer to their storytelling, posting copies of letters, pictures, timelines, and a ‘People Map’ online to give their listeners more information.

S1E1: The Alibi / Serial

Season 1: People Map / Serial

The show has taken different approaches to show artwork and the material posted on their site for each season, but in all cases, it gives listeners someplace to go when they want ‘more.’ They also have a nice menu that tells you where you can find them on the web, and how to listen to their show.

Navigation Menu / Serial

Still not sure what to include on your site? Here are some ideas:

Show notes for each of your episodes that include:

  • Podcast audio (preferably via an embedded player)
  • Episode summaries
  • Episode transcripts
  • Guest bios and contact info (if any)
  • Sponsor information (if any)

An ‘About’ page that includes:

  • General information about the show
  • Host bio

A ‘Contact Us’ section that includes:

  • Links to all of your social pages (FB, Twitter, Instagram, etc.)
  • Either an email address or contact form

While building an attractive website and getting a custom domain may sound expensive and complicated, through the use of platforms like WordPressSquarespace, and Wix, you can get a website up and running quickly, for as little as $5 per month.

Encourage listener interaction

Avoid being a passive host, and instead, encourage listener interaction. Invite your listeners to email you, reach out on social, or give you a call. Ask them to let you know what they’d like to hear on your show, or to share their experiences on a topic you’re going to be covering in an upcoming episode.

The Gimlet podcast Reply All not only invites users to interact with them via email and social; they plan entire episodes around listener interaction.

In episode #139, hosts Alex Goldman and PJ Vogt opened up ‘The Reply All Hotline’ to take calls and help listeners solve their problems, “big and small.”

But call in shows aren’t the only listener-based episodes the show does.

Super Tech Support’ is another listener-based recurring segment on the show. In the segment Alex and PJ invite users to write or call in with their tech problems, then they pick an issue and dedicate an entire episode to resolving it:

In a recent airing of the segment, they tackled the issue of why the podcast 99% Invisible seems to break the stereo systems in Mazda vehicles. It’s a really good episode!

One of the things that make podcasting (and audio in general) so well-liked is the connection that the listener feels with the creator.

Welcome that bond and make an effort to bring your listeners into the fold. An engaged listener is likely to become an evangelist for your brand and recommend you to others. Many people get their podcast recommendations from friends, so get on people’s ‘must listen’ lists!

Seek social proof…ask for reviews

Whether we’re talking podcasts, restaurants, or a blender listing on Amazon, nothing spreads the word faster and encourages adoption more than a 5-star review.

There are many ways to encourage the review of your show; the easiest is to just ask.

This is Love is a podcast all about, well, love. Host Phoebe Judge (of Criminal fame) approaches asking for reviews in a very straightforward way. She inserts a call to action (CTA) seamlessly in the show credits by saying “If you like what we’re doing here with these love stories, please leave us a review on Apple podcasts.”

Simple as that. Take a listen for yourself….the CTA is at 0:42:

Listen to This is Love E12 Credits | Audioburst
Aired on This Is Love: This is love is created by Lawrence spore and me Nadya Wilson is our senior producer audio mixed…

Another approach is to reach out to listeners via your social media channels following your episode drop and ask there. The Mad Scientist Podcast went this route and even included an incentive for leaving a review…a sweet sticker:

Along the lines of bribery, you can also try to get reviews by running contests via your social media channels where leaving a review for your show is part of the entry requirements:

No matter your approach, positive reviews are public-facing proof that you produce quality content that is worth listening to, and you can’t go wrong with that.

Leveraging your network

Once you have your content syndicated, a website up and running, and active social media channels, it’s time to start ramping up your promotional efforts. While the idea of networking may sound extremely overwhelming, the best advice is to start small and focus in on your own network.

Begin with letting your friends and family know about your new project. A great way to do that is to post on your personal social media accounts:

Aside from getting those close to you to download and listen, there’s a good chance that they’ll take the initiative and share with their networks. You can even ask them to:

Once everyone in your immediate circle is in the know, you can start to look at other connections in your life. Do you know anyone in the audio or podcast industry? Other podcasters, perhaps?

Earlier, we discussed joining podcast related social media groups as part of your social media strategy. These groups are an easy way to meet other podcasters and find people who are creating similar content. When you find someone whose audience you think has a crossover with yours, drop them a private message, introduce yourself, and ask if they might be open to plugging each other’s shows.

As for what types of cross-promotion you could do, maybe you could recommend each other’s podcasts in an episode, or on social media. Another method used by many pro-podcasters, especially those who are part of podcast networks is to put a sample episode for another show in your feed.

For example, the notable true crime podcast My Favorite Murder dropped an episode of Jensen & Holes: The Murder Squad into their feed back in April. The show was a new addition to Exactly Right Media, the podcast network created by the hosts of My Favorite Murder:

Jensen and Holes: The Murder Squad Episode 1 via the My Favorite Murder feed in Overcast

While it’s true that this is an easier feat to accomplish when part of a network because the network handles the negotiations, there’s no reason it can’t work for you too. You’ll never know until you ask, so reach out and start networking!

Thanks for reading the second post in our ‘Podcasting A-Z’ series. The third and final post in the series will be tackling next step promotion tactics…stay tuned!