It can often feel like we’ve hit peak podcast: even the most avid listeners are regularly overwhelmed by the deluge of new releases and increased output from their favourite podcast producers.
But there’s a reason so many people and organisations continue to launch new podcasts: the year-on-year increase in how many people are downloading, streaming and listening. One in five Brits now pop their earphones in for a podcast at least once a week, with most of those listeners falling somewhere in the 25-34 age group.
Research by Ofcom in 2024 also found that podcast listeners are brutally efficient in their podcast listening, with around 75% sticking to five or fewer podcasts a week. It’s never been more important for podcast makers to stand out from the crowd: the same crowd that, incidentally, has never been bigger.
So, how do membership bodies produce a podcast that will cut through the literal noise and reach the ears of their audience?
Here is our six-step guide:
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Identify where you can excel
Podcasts can be anything: an unscripted conversation between friends; an interview with a celebrity; an on-location, one-shot documentary. Make sure your chosen approach is the one that will best display the expertise and purpose of your organisation, and appeal to the audience you’re after. A light-hearted format may work well if your guests can think on their feet, but could fall flat in the wrong hands. Likewise, on-site recordings are logistically more difficult, but will pay dividends for membership organisations that are trying to entice people to head out and about.
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Use your existing reach
Building your podcast audience is hard. But, like a rolling stone, if you get some momentum going, you’ll start to see results fast. Turbocharge your listening figures by directing your existing audience – from newsletters, magazines and socials – straight to Spotify or Apple Podcasts. Every time they click, they’re boosting the chances that the podcast will be served to similar listeners on those same platforms.
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Aim for a wide(r) audience
Climbing the podcast charts will be a challenge if you’re using your podcast as a recruitment tool. A better approach would be to aim for casual listeners who may have an interest in what you have to say, and may, in time, consider deeper engagement with your organisation. Identify subjects within your niche that will appeal to a reasonably wide audience, and not just those you’ve already connected with. If you choose subjects that are too narrow, you risk pigeonholing yourself and the podcast will struggle to get off the ground.
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Podcasts are added value
The audio format allows for a deep-dive that is tricky to mimic in other mediums, such as web articles, newsletters or social media posts. A savvy podcast producer will create episodes that connect thematically to other content, positioning the podcast as a way for engaged readers or scrollers to add depth to their understanding. This can make the podcast feel like an added benefit for your audience, offering compelling insights they won’t get elsewhere.
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Make noise, and then listen
Podcasting is an art form, not a science. If you scroll back through one of your favourite podcast’s feed and select a very early episode, the chances are that the format will be notably different to how it is now. Why? Because podcasts become brilliant through slow, deliberate evolution. Listen to your audience’s reactions, analyse your podcast performance, and then think creatively about how you could improve your output. Fortune favours the bold producer who tries new things and can assess what works.
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Grab the scrollers
Though podcasts don’t need to be as clickbait-y as some other forms of content, it always helps to think about the casual scroller looking for an interesting listen on a particular subject. What might your ideal audience be searching for? Produce content – and titles – that will connect with these potential listeners. That could mean latching onto trending topics, finding guests with a built-in following, or identifying subjects with a broad, enduring appeal.
Feeling inspired? If you’d like to find more about Think’s award-winning podcast services and how we can help your organisation, get in touch with our New Business team to find out more.
