In the ever-expanding world of podcasting, with more 546 million listeners worldwide as of late 2024, it's crucial to maximize every asset at your disposal.
Using your back catalogue to grow your podcast show
One often overlooked goldmine is your podcast's back catalogue. Here's how you can use your existing episodes to fuel growth and attract new listeners.
Optimize for search
Search engine optimization (SEO) isn't just for websites; it's vital for podcasts too. Revisit your old episodes and update their titles, descriptions, and show notes with relevant keywords1. This will improve discoverability on podcast platforms and search engines, helping new listeners find your content.
Create themed playlists
Organize your back catalogue into themed playlists or series. This approach makes it easier for new listeners to dive into topics that interest them, increasing the likelihood of binge-listening and subscribing.
Highlight evergreen content
Identify episodes with timeless content and promote them regularly. These evergreen episodes can continue to attract and engage new listeners long after their initial release.
Repurpose content for social media
Transform snippets from your back catalogue into engaging social media content:
Create audiograms with key quotes
Design eye-catching graphics with episode highlights
Share short video clips on platforms like Instagram, TikTok, and YouTube Shorts.
This strategy can help you tap into the growing trend of video podcasting, with 33% of US podcast listeners now preferring watchable podcasts.
Leverage current events
Monitor news and trends related to your podcast's topics. When relevant stories break, promote related episodes from your back catalogue to provide context and deeper insights.
Cross- promote in new episodes
Reference and link to relevant past episodes in your new content. This encourages listeners to explore your back catalogue and increases overall engagement.
Email marketing
Use your email list to spotlight older episodes. Send curated lists of episodes on specific themes or "best of" compilations to keep subscribers engaged and exploring your content.
Collaborate and cross-promote
Reach out to other podcasters in your niche for collaboration opportunities. You can cross-promote each other's back catalogue, exposing your content to new audiences.
Optimize for YouTube
With YouTube being the most popular podcast platform (used by 31% of weekly podcast consumers), consider uploading your back catalogue as video content. Even without video footage, you can create simple visualizations or use static images to accompany your audio.
Use AI tools wisely
Leverage AI to enhance your back catalogue. Use AI-powered tools to improve sound quality, create accurate transcriptions, or generate show notes. Remember, 80% of listeners support using AI for sound quality improvement.
Track and analyze performance
Use podcast analytics to identify your most popular past episodes. Focus on promoting these high-performing episodes to attract new listeners and showcase your best content.
Your podcast's back catalogue is a valuable asset that can significantly contribute to your show's growth. By implementing these strategies, you can breathe new life into your older episodes, attract new listeners, and provide more value to your existing audience. Remember, podcasting is a long game – the most successful shows tend to have deep, well-utilized back catalogs.
As the podcasting landscape continues to evolve, with global listeners expected to reach 651.7 million by 2027, make sure you're making the most of every episode you've created. Your back catalogue isn't just a record of where you've been – it's a powerful tool for where you're going.
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