It’s true that the best way to grow an audience is to create great content. But it’s rarely as simple as that. If you never do any podcast promotion, then it’s unlikely your show will fulfil its true potential.

Building a bit of marketing into your workflow from day one is advisable. There are loads of different ways to promote a podcast – some may appeal to you, others might not.

The aim here is that you can pick and choose the ones that feel like the best fit. With podcast promotion, there’s no silver bullet and no shortage of trial and error. But, armed with these tips, you’ll be ready to go out there and double, treble, or even quadruple your downloads – if you’re willing to put the work in.

Our ultimate guide to podcast promotion is a list of the various routes, strategies, and options gathered together in one place. You can pick a few and try them over time to see what works for you and what doesn’t.

And, because we love a framework, we’ve packaged our podcast promotion guide into one. It’s called SCALE

The SCALE Podcast Promotion & Audience Growth Framework

Each podcast promotion tactic in this guide falls into the following categories:

• S – Syndication
• C – Communities & Collaboration
• A – Advertising (Paid Promotion)
• L – Live & In-Person
• E – Email & Engagement

Are you ready to SCALE your podcast growth? Then let’s get into it…

Syndication

Be everywhere your audience listens and searches.

Submit Your Show Everywhere You Can

The beauty of running a podcast is that people can consume it on platforms you’ve never even heard of.

Once you submit your show to Apple Podcasts, it will appear in the vast majority of directories and apps out there. Then, Submit to Spotify, and you’re catering to the large chunk of users over there. The final place to consider is YouTube. You can put a podcast on YouTube even if you don’t record video, too, so this is definitely worth doing!

Optimise Your Website for Podcast Growth

A great podcast can still suffer from having a poor website associated with it.

Many podcasters limit their show’s growth by overlooking some low-hanging website-based fruit. You want to enable your audience and traffic to help you grow.

If you don’t have a home for your show yet, check out our ultimate podcast website guide, which covers the whys, hows, and wheres.

But here are some important things to consider right off the bat;

• Do you have an About page where you sell the benefits of why people should listen? What’s in it for them?
• Do you have a Subscribe page where you link to podcast directories like Apple, YouTube, & Spotify? You could even explain here why and how to subscribe to the show.
• Do you have a Contact page listing how folks can get in touch? Stick your email address and social media links here.
• Do you have a media kit page?
• Do you have social sharing buttons on your posts? You want to make it easy for your listeners to promote your episodes.
• Is your domain name descriptive or memorable and easy to spell?
• And does your site display properly on mobile and tablet?

Be sure to create a short promo trailer for your podcast and embed it on your homepage, too. That way, potential listeners on your site can get a taster of the show immediately!

SEO & Google Search for Podcast Promotion

SEO stands for Search Engine Optimisation.

No matter how or where you set up your website, you now have a base to create searchable content that can rank and be found on Google, Bing, and the ever-evolving AI search and LLMs, where an increasing number of folks are finding their info.

If you’re using WordPress, the Yoast SEO plugin is a great tool for optimising your shownotes. It’s worth checking out this full guide on how to make your podcast SEO-friendly, too.

Of course, a huge part of this is your episodes’ actual names and titles, so how do we make the most of those?

Create Clear & Compelling Episode Titles

The way you title your episodes has a significant impact on your overall download numbers.

The worst thing you can do is to use a naming system like “Episode 6” or “The Whatever Podcast – Episode 6”. You don’t need your show title in there at all. And simply labelling content with numbers does nothing to tempt anyone to listen. It gives no hint of what’s on offer, so there’s no incentive to hit play.

Be as descriptive about the ‘hook’ of each episode as you can. It all depends on the content, but there are certain formats you can use to make clicking the play button irresistible. We go in-depth in our WHISPER TITLES Framework, and the following video will show you how to utilise them in your own topic or niche.

Of course, that doesn’t mean you should try to shoehorn these episodes if they’re not a good fit for your show. Just be as descriptive as possible. Let your target audience know at a glance this is the show they’ve been looking for.

For examples of ultra-descriptive episode titles, check out our show Pocket-Sized Podcasting.

Build Great Blog Podcasts Around Your Episodes

The blog post you write around each episode is also called your podcast show notes. The more detailed and helpful these are, the more they can work as stand-alone content to get your show in front of new people.

Add links to any tools or resources mentioned in your episodes, and Google will appreciate that, too. Some folks recommend copying full episode transcriptions into your show notes, but this content is often badly written – we talk very differently to how we speak, after all. Instead, it’s better to make your transcripts available elsewhere and clearly link to them in your shownotes.

Here’s our full guide to writing great podcast show notes for a deeper dive on that topic.

Communities & Collaboration

Grow through people, shared audiences, and strong fan culture.

Run Regular Audience Surveys

This isn’t a strategy for brand-new podcasters who don’t yet have an audience. But if you’ve been running a show for six months or more, you can get some invaluable growth insights from an audience survey.

Your existing fans can tell you a lot about your show. For example, how or where did they discover it? If many listeners find you in the same place or way, you can do more of it.

Likewise, if you’ve just spent $100 on an ad campaign and literally not one person discovered you that way, you can save yourself the money in future.

You can ask your listeners what things they like about the show. What topics do they like you to cover? What would they like to hear in future episodes? Give them a place to tell you all their likes and dislikes, and then tailor your content around that data going forward. It’s a lot better than trying to guess what your listeners want!

Sell Podcast Merch

Many podcasters see merch predominantly as a monetisation strategy rather than a podcast promotion tactic. And, whilst it’s true that it can be both, it’s usually more effective as the latter.

The vast majority of podcasters use third-party print-on-demand stores to create and sell their merch. This means that prices can be high and profit margins low.

If you run a merch store in this way, it’s worth selling stuff as cheaply as possible to maximise the amount of it out there in the wild. After all, every t-shirt, sticker, or mug with your logo is like a little billboard for your show.

Here’s our full guide to running a podcast merch store, as well as our podcast monetization roundup for more effective ways to earn some pennies from your show.

Collaborate & Cross-Promote

If other podcasters cover similar topics, you don’t need to see these shows as your competition.

It’s not like old-style TV, where folks had to watch one or the other. Podcast listeners subscribe to lots of different shows, and they’ll usually be based on similar subjects.

So, what active podcasts are putting out content for the same target audience as you? Why not draw up a list and reach out to the people behind them?

Here’s our full guide on podcast collaboration and cross-promotion, with 14 actionable tips.

Working together can help share your collective audiences, which will benefit everyone. Here are some top-level suggestions:

Swap Trailers

You might initially consider doing a ‘promo swap’, where you each play the other show’s promo trailer on an episode or two.

Create Content Together

You could look at collaborating on some podcast content. A common way of doing this is to co-host an episode together, which is then published to both of your feeds.

Build a Montage Episode

If you’re in touch with a handful of podcasters in your niche, you could also create a montage episode. This is where you reach out to them with a question and have them answer it in an audio form. Then, you piece these together into a single episode.

For example, a writing podcast might ask, “What’s your best tip for overcoming writer’s block?”. Or a health podcast might ask, “What does your morning routine look like?”.

Montage episodes are well shared amongst everyone involved. In turn, everyone’s audience gets a boost as a result!

Create Content for (Or About) Others

This follows from the collaboration angle and is also based on creating shareable content.

Guest Posting

A popular way to promote your podcast is to post a guest blog on a site with a similar target audience. With a guest post, you’re creating insightful and helpful content for their readers and, in turn, can link back to your own content.

Reviews

You can also create content that’ll be well-shared by reviewing a product or service you like. For example, if you do a cooking podcast and use a specific type of whisk, you could review it on an episode, then get in touch with the company that makes it and let them know. The chances are, they’ll share it with their own audience, many of whom will be interested in your show.

Guesting on Another Podcast

Another way of creating content for others is to be a podcast guest on their interview show. However, it’s not as easy as approaching someone and saying, “Hey, bring me on, please!”.

If you’d like to be interviewed on a specific podcast, give them a thorough proposal on what you can offer their listeners. What unique insights can you bring to the table? Personalise this to the show’s format and previous episodes. Only reach out to podcasts you’ve actually listened to.

You might even want to make your proposal in video rather than in written form. This will be much more likely to resonate with the podcaster. It’ll also set you apart from the many other requests they might get in.

Here are some useful tips on how to get booked as a guest on a podcast.

Advertising (Paid Promotion)

Use strategic spend to boost visibility and reach new listeners.

Pay to Advertise Your Show

If you’re a traditionalist, you might see podcast promotion as simply paying to get it in front of some new eyeballs (or ears!).

And advertising your podcast can be a great way to kickstart your growth if you have some budget behind you.

You can pay for podcast ads to promote your show in many places. It’ll always depend on your topic and audience, but these range from Google and social media ads to newsletters and print magazines.

One of the most effective ways we’ve found so far is on the podcast listening app Overcast. Here’s the lowdown (and our data) on Overcast advertising.

Other podcast apps offering ads include Pocket Casts, Podcast Addict, and Podbay. You can find full details in our podcast advertising guide.

However, a creative “Guerrilla Marketing” campaign might be the best option for those with little or no budget!

Gain Visibility Through Financial Support

Just like the traditional advertising route of podcast promotion, you might be able to dedicate a small budget towards gaining extra visibility.

You could literally sponsor another podcast in your niche or wider topic. If done well, this could be a very effective way of gaining new listeners.

Some shows run Patreon accounts (other crowdfunding platforms are available), and rewards often include being mentioned on their episodes or websites. If you find a popular show with such a reward tier in your niche, you could chuck some money their way.

This route doesn’t only apply to other podcasts, either. Perhaps there’s a charity in your niche you could support? An example of this could be a tabletop wargaming podcast supporting a veterans’ charity. Or a writers’ show supporting an organisation that helps fund books for kids in socially deprived neighbourhoods.

Obviously, with charities, it’ll be more of a reciprocity thing than a direct transaction of money for promotion. You’ll need to be respectful here and keep in mind that this is an ongoing relationship rather than a service.

Live & In-Person

Create real-world connections that deepen loyalty and word of mouth.

Real World Podcast Promotion

Believe it or not, promoting your podcast away from the screen is possible!

For starters, are there in-person events in your area based on your topic? If you join a local club or society, you’ll naturally meet folks interested in what you do.

Are there any conferences or conventions happening in the next year? Why not inquire about running a booth or organising a session, panel, or workshop?

Finally, you can use the montage episode idea to promote your show in person with Vox pops. Vox pops are basically just clips of numerous folk answering the same question. You can record vox pops anywhere, from a dedicated event to out in the street.

If you go down this route, give each person you speak to a business card promoting your podcast. Let them know that this is where they’ll hear the finished piece. Most of them will be keen to check it out!

Email & Engagement

Build lasting direct relationships and drive listener action.

Embrace Email Marketing

When we ran our podcaster cares survey, 40% of respondents agreed that “any serious podcaster must run an email list”.

If you’re a “serious podcaster” and don’t, though, there’s no need to go on the defensive about this. If you’ve no time or enthusiasm for email marketing, then it’s better not to do it.

However, if you can muster the time and motivation, email is a great way to keep in touch with your listeners.

“But I already do that with my podcast episodes” is a valid answer. The thing about audio, though, is that CTAs are tricky. Often, our listeners are busy doing other things whilst we chat to them in their earbuds. Very few are looking at their screen or in a position to immediately click any link.

So, an email list can act as the perfect complement to your show. You can use it to mail out your show notes or any other offers, competitions, or sales you’re currently running.

If you’re interested in setting up or improving your email marketing strategy, our full guide has you covered!

Optimise Your Calls to Action (CTAs)

Finding new listeners is a huge part of this podcast promotion guide. But one place you certainly will find your target audience is at the end of each of your episodes. Those loyal folks who listen right to the end are your biggest fans, and they’ll be willing to help you out if you ask in the right way. That means honing in on your Calls to Action.

Two of the most common podcast promotion mistakes are;

1. to overlook those who are already listening
2. to waste your Calls to Action

Even if you’ve ‘only’ 20 regular listeners, those 20 people can help you reach a much bigger audience.

You can give your Call to Action (CTA) at the end of each episode. You’ve served the listener with great content, and they’ve really enjoyed and benefited from it. Now, you can ask them for a small favour.

Many podcasters ask for reviews because they think that’ll help the podcast grow. Sure, they can be great social proof, and we’ll talk more about that shortly. But don’t focus exclusively on reviews in your CTAs.

Instead of constantly urging your audience to review your podcast, try some other CTAs that could make more of an impact. A great place to start is by asking your audience to recommend the show to one friend they think would enjoy it.

You could even make an engagement-forward game out of it: ask your fans to recommend your podcast to a friend directly on social media and tag your show in the post. Then, thank that listener in your next episode!

Podcast Promotion on Social Media

Social media may seem like the most obvious place to promote your podcast. But if all you do is post, “Hey everyone, check out my podcast!” then you’ll be another meaningless voice amongst a very loud noise.

If you want to use social media for your podcast (and, by the way, you don’t have to!), then pick a few where you think your audience is most likely to hang out. In What’s the Best Social Media Platform for Podcasters, Kristina gives the lowdown on each app, from Twitter/X and TikTok to Pinterest and Reddit.

Facebook isn’t the goliath it once was, but its ‘groups’ feature can still be an excellent place to find or create communities around your topic or niche. If you can contribute to these in a way that’s positive and helpful to others, your podcast can find new listeners as a result.

You can also use micro-content to run effective Facebook ads. Or, you might opt for a platform like Instagram to pay for some potential traffic. But I’d recommend starting with a very small budget and only investing more if you see promising results.

Promoting a podcast on WhatsApp is also a thing, and joining or running a Discord community offers all the benefits of social media without algorithm-led issues and distractions.

In terms of the content you create for social media, most of these platforms now lean heavily into video, so let’s take a look at that…

Create Shareable Videos

Audio is notoriously hard to “go viral” because it’s long-form and non-visual. A good way to make your audio more shareable on platforms that cultivate short attention spans is to turn it into short video clips. Traditionally, the most popular way of doing this was with Audiograms, but creating video (especially ‘Shorts’) has become simpler and more accessible in recent years,

Perhaps the most innovative and fun approach here, though, is to have a clip from your show turned into a cartoon. We tried that with our show Hostile Worlds a while back, and got a really nice response.

Text-Message Marketing

Text-message marketing is similar to email marketing, though arguably a lot more personalised. You’ve probably had a marketing text from your local gym, hairdresser, or takeaway shop before, and you can use that same technology to grow and engage your podcast audience with regular updates and unique offers. Check out our full guide to text-message marketing to learn more.

Use Podcast Reviews As Marketing Material

As mentioned earlier, podcast reviews can be great social proof for your shows. Here are some tips and tactics for getting more podcast reviews. Once you actually have a few, you can start sharing them, too.

This is much better than telling people how great your show is – now, you have others to do it for you.

There are still some tactful and elegant ways to share your reviews on any platforms you’re active on. Even bad podcast reviews can be used humorously as part of your podcast promotion toolkit.

You can use podcast reviews on your website or on your podcast merch. You can even grow your podcast by writing podcast reviews for other shows!

Ready to SCALE Your Podcast Growth?

Hopefully, that’s given you plenty of ideas and tips for drawing up your own promotional strategy. Combine these approaches with creating great, unique content, and you’ll be well on your way to running a successful podcast.

Remember, if you haven’t done so already, check out our article on what’s a good number of downloads for a podcast. Setting realistic goals and expectations is important to avoid disillusionment with your show.

And, if you’d like some real-world examples and case studies of indie podcasters promoting and growing their shows, check out the following Podcraft episode…

Top Promo & Growth Lessons From Successful Indie Podcasters

Read article called: Top Promo & Growth Lessons From Successful Indie Podcasters

Finally, be sure to join us in the IndiePod Community, where you can discuss your latest growth plans and strategies with an enthusiastic group of like-minded podcasters. We’d love to see you in there!

You can pour time and energy into creating the best content humanly possible. But if you don’t put a bit of thought into the naming of that content, you’re going to limit its overall reach and impact severely.

So, how do you come up with good titles for your episodes? What considerations are there? And are there any “rules” to be aware of?

It Starts With Your Episode Content

One way to prevent the name of your episode from becoming an afterthought is to have a clear plan and aim behind your content.

For example, some of the most effective types of episode titles are things like “how to…[do something]” or “7 tips for… [achieving something]”.

These kinds of episodes have their titles in place before they are recorded. It’s all part of the planning.

So, if you’re doing things like lists, comparisons, reviews, or case studies in your episodes, then the titles are basically going to write themselves.

If it’s an interview or a monologue, though, you might need to retrospectively decide what the most valuable part of the episode was, and create your title around that.

The WHISPER TITLES Framework

We created the WHISPER TITLES framework to help give examples of compelling episode titles, but it quickly became a source of infinite content ideas, too. How many of these could you rework for your own topic or niche?

W – “What” or “Why” Titles

Spark curiosity or offer clear explanations.

Why Some People Always Seem Lucky
What No One Tells You About Building Wealth

H – “How to” Titles

Provide actionable, step-by-step advice.

How to Launch a Business with No Money
How to Wake Up Early Without Feeling Tired

I – Insider Titles

Offer exclusive, behind-the-scenes insight.

Inside the Mind of a Billionaire
Inside Apple’s Product Design Process

S – Secrets Titles

Reveal hidden truths or little-known strategies.

The Secret to Lasting Happiness
The Hidden Truth About the Stock Market

P – Problem-Solution Titles

Tackle a pain point and offer a fix.

Struggling with Anxiety? Try This
Feeling Stuck? Do This One Thing

E – Emotion-Driven Titles

Tap into strong emotions or shared experiences.

The Heartbreaking Truth About Burnout
Why No One Talks About the Dark Side of Success

R – Results-Oriented Titles

Focus on transformation or measurable outcomes.

Get Fit in 30 Days Without a Gym
Master Any Skill in 10 Hours or Less

Subscribe or follow Podcraft on your listening app of choice!

T – Trending & Timely Titles

Leverage current events, pop culture, or timely insights.

Why AI Will Replace 80% of Jobs
The Biggest Fashion Comeback of the Decade

I – Intrigue & Mystery Titles

Create suspense and curiosity.

The One Thing That Will Make or Break Your Career
The Hidden Connection Between Wealth and Happiness

T – Top List Titles

Use numbers for easy-to-digest tips or rankings.

7 Habits of Highly Successful People
10 Simple Ways to Improve Your Memory

L – Life-Changing Titles

Suggest dramatic transformation or impactful advice.

Life-Changing Lessons from a Monk
The Power of Saying No

E – Expert or Contrarian Takes

Challenge the norm or present authority insights.

Everything You Know About Dieting Is Wrong
What If We’ve Been Wrong About Success All Along?

S – Storytelling Titles

Share relatable personal journeys or experiences.

How I Went From Broke to Millionaire
The Unexpected Journey That Changed My Life

Target Audience, SEO, & Keywords

Search Engine Optimization (SEO) isn’t simply about choosing a title for your episode. It’s about deciding what your episode will be about, and why.

When planning your next batch of episodes, think about your potential audience – the podcast listeners who haven’t discovered your show yet. Ask yourself the following questions:

1. What sort of terms are they searching for?
2. What questions are they seeking answers to?
3. How are you positioned to help them?

Make it clear in your episode titles that this is precisely what they’re looking for. Remember, it’s not “clickbait” if you deliver on your promise in the episode.

Podcast directories are essentially just search engines, so make sure your titles are the sort of things that’ll appear in a search on that topic. It helps to add the odd relevant keyword or two, but don’t go overboard into the “keyword stuffing” realm.

Of course, your podcast episodes aren’t limited to being found in listening apps, either. If you run a website or publish your episodes on YouTube, then that’ll go a long way to helping your show’s discoverability, too.

Test Your Titles: What Do Listeners Love?

There’s no need to guess how effective your titles are in the long run. By looking at what existing listeners are already hitting play on, you’ll know how compelling they’ll be to potential listeners.

Looking over your stats will show you at a glance how many people are hitting play on or downloading each episode.

You can compare individual episodes with others released in the same period and look for patterns. Check to see if certain types of titles perform better than others.

For an even deeper dive, you can look at your Apple Podcast Connect data to get a sample of listener completion rates for your episodes.

If your compelling titles are doing a great job enticing people to hit play, but nobody is listening for very long, it’s possible you aren’t delivering on what listeners feel you’re promising them. If that’s the case, you might need to rethink how you introduce each episode and get to the main topic quicker.

Should I Put Guest Names in My Episode Titles?

Adding a descriptive title to any non-fiction podcast episode is good practice. But what about interview shows? Should you add the name of the guest to your title?

If your guest is “famous” (even within your niche), this is beneficial as folks might search their name for the content they’ve been involved in. You can still get a bit of description in there, too. For example:

Taking aaaaages to finish a book series, with George R. R. Martin

Or

Meghan Markle on how to monetise your podcast on Spotify

But, after publishing these two episodes, you’ll face a dilemma next time you have a guest nobody has ever heard of. John from next door might have an interesting topic, but will he get offended if his name doesn’t make it into the title? These are the tricky “no right answer” decisions you sometimes have to navigate in podcasting.

What About Non-Industry Podcasts?

This advice so far is definitely geared towards “industry” podcasts. But there are a lot of other types of shows out there, too.

If you run a fiction podcast or a more experimental type of human interest series, for example, then these literal titles won’t necessarily work for you.

With this branch of podcasting, most listeners discover their favourite shows through means other than search. Word of mouth, audience relationship, and community building will be more important than episode titles here.

Of course, it’s still a good idea to get certain keywords related to your content in there over time. For example, if your show has a Lovecraftian theme, then the odd nod to the Cthulhu Mythos in your titles won’t do you any harm at all.

Overall though, you have a lot more creative freedom here than someone who podcasts help and advice topics as an industry leader or content marketer.

How Long Should My Podcast Episode Titles Be?

Just like your episodes themselves, shoot for “as long as it needs to be, and no longer”.

Consumption takes place on a vast number of different podcast listening apps. These apps vary with how many characters in your title they’ll show before cutting it short.

If your title exceeds around 60 characters, then you’ll start to find it cut short on certain apps, so that’s a good ballpark length to shoot for.

3 Podcast Title Best Practices

• 60-70 characters (avoids cutting off in apps)
• 6-10 words (sweet spot)
• Front-load value (important words first)

Laying Out Your Podcast Episode Titles

Some things are worth avoiding when typing out your title in your podcast hosting account.

First up – leave your podcast’s name out of your episode titles. This is redundant and wastes valuable space.

Also, avoid pre-loading your episode titles with numbers or codes. If you want to put these in, put them at the end.

Here are some examples (good and bad) of how we could lay out the title of an episode of our own show, Podcraft.

Let’s say the episode topic is our top 10 USB mics for podcasting.

Good Examples of Podcast Episode Title Layouts

• Top 10 USB Mics for Podcasting
• What Are the 10 BEST USB Mics for Podcasts?
• 10 of the Best USB Mics for Podcasting
• Our Top 10 USB Mics for Podcasters in 2025

Not-So-Good Examples of Podcast Episode Title Layouts

• Episode 25
• Episode 25 | Top 10 USB Mics for Podcasting
• Podcraft Episode 25 | Top 10 USB Mics for Podcasting
• PC025 – Top 10 USB Mics for Podcasting

Case Study: Pocket-Sized Podcasting

Another show of ours, Pocket-Sized Podcasting, gives listeners one short sharp tip every single day of the week. The episode titles don’t leave anyone guessing what’s being covered.

AI-Generated Podcast Headlines

Unsurprisingly, many AI tools for podcasters can offer a helping hand when writing podcast episode titles or even when coming up with new content ideas.

You’ll find a deeper dive into this in our Best ChatGPT Prompts for Podcasters guide. But, Katie observed there, that:

What’s really interesting about ChatGPT’s response to this prompt is that it didn’t just produce title ideas, but also gave me some inspiration about the direction I’d want to take the episode in.

Summary: Podcast Episode Titles

So naming your episodes really shouldn’t be complicated. Here are the key takeaways to keep in mind:

• Create content your target audience will find valuable.
• Title it so it shows up clearly in search.
• Don’t waste space – be as succinct as possible.
• Avoid putting episode numbers, your podcast series name, or the word “Episode” in there. Unless it’s at the end.
• Monitor your stats over time to see how various titles are performing.
• And if you’re a non-industry podcast, you can be much more creative with your titles. If your show is good, people will discover it in other ways.

Need More Help With Your Podcast?

If you’re looking for more direct support or guidance, remember to check out the Podcraft Academy, where you’ll find courses, podcast feedback tools, and a bunch of downloadable checklists and resources to keep you moving forward. We’d love to work with you in there!

A quick heads up, this article includes affiliate links to some of the services mentioned to help support the free content we produce.

TLDR – Just Find Me a Podcast Producer!

Quick answer, eh? Well, here are four of the best options for you:

1. Full-service production ($1000+):

Castos Productions

Post-production of your audio podcast episodes can be frustrating and time-consuming. The good news is – it doesn’t have to be that way! Outsource your whole podcast production to expert audio producers – with full training in producing professional shows – all you will have to do is record each episode and send the unedited files to Castos for further production.

2. Detailed editing in your Creation Platform (from $295): Alitu

Alitu Productions

Podcast-maker tool Alitu is designed to make DIY editing & publishing as easy as clicking a few buttons, no technical knowledge needed. But now, the Alitu Productions tier offers an editing service, too, so you can record in the app, have it edited for you, review it, and publish, all in one place.

3. Limited budget pick: Fiverr (Sub-$100)

Go with freelance sound engineer and podcast editor adamglider on Fiverr. We’ve tried him, and he’s great. You’ll get podcast production packages there for as little as $64, depending on what you need.

4. Got very specific needs?

Work with us!

At The Podcast Host, we don’t just teach podcasting – we’ve been editing and producing them for more than fifteen years. If you’d like us in your corner when it comes to making your content shine, get in touch and tell us more about your needs, plans, and ambitions.

Why Hire a Podcast Producer?

Most people get into podcasting because they have something to say. They have a message, and they want to share it with the world.

And, though there’s more to podcasting than just getting behind the mic and hitting record, all of these other tasks are often seen as necessary rather than enjoyable.

Of all the jobs involved, there are two that seem to cause the most grief among podcasters of all levels of experience.

Fed Up Editing?

Whether you call it editing, mixing, or post-production, there are a few reasons why you might dread this stage of making an episode.

Some find it difficult, time-consuming, or just flat-out boring.

Even taking a minimum effective editing approach involves opening up a DAW or editing software program, and just the thought of that can lead some podcasters to procrastination and even “podfading”.

Bored Writing Shownotes?

You probably didn’t get into an audio medium like podcasting for the thought of sitting down and knocking out 400-500-word blog posts every other week.

And whilst some podcasters love to write, others could really do without it.

Even in a world where AI can generate show notes for you, some podcasters still want that human touch, or don’t have the time or confidence to edit generated text into something they’re happy to put their name to.

Like editing, there’s a range of options available to you when choosing your preferred style of shownotes.

But whether you’re writing bullet points or something more akin to a small ebook, they’re still going to require your time and attention.

Outsourcing: Hire a Podcast Producer

So you might now be tempted to quote the immortal words of Homer Simpson – “Can’t someone else do it?”

The good news is that there’s a plethora of services and freelancers out there who’ll edit, produce, write shownotes, and offer a whole range of other podcasting services on top of that.

But, sometimes having too much choice is hard work in itself, so if you’re in the mood to delegate everything, let us point out some options for you.

Podcast Production on Fiverr

If you’re looking to hire a podcast producer, then Fiverr is a freelancer marketplace where you can get all sorts of help with your content. It’s a really easy platform to navigate and use, though not without its risks, as there are a lot of questionable services on there, too.

With that in mind, we’ve hand-picked a few services for you below. These are all freelancers we’ve used in the past and have been very impressed with.

Hire a Podcast Producer

• adamglinder – from $64
• radioorg – from $106

Hire a Shownotes Writer

• mabendroth15 – from $57

Hire a Podcast Art Designer

• c7productions – from $172

Hiring Podcast Production Companies

Hiring a freelancer is a great option for many. But some prefer to have the weight of a full podcast production company behind them. This means that inevitable real-life stuff like illness and holidays are much less likely to interrupt your release schedule. So, what are your options here?

Lower Street

Want to produce a next-level podcast that stands out from your competitors? Want to create a differentiated show and be sure you find the audience you’re trying to grow?

Want expert guidance from research, planning and scripting through guest booking and recording to post-production and distribution?

Skip the awkward years & launch a great show right away with Lower Street‘s podcast production services. Lower Street handles every step of podcasting for enterprises, high-ticket agencies, and consultants to nail your podcast strategy, content, and promotion from the very first episode.

Alitu Productions

Podcast maker tool Alitu is designed to make DIY editing as easy as humanly possible. But if you still just don’t have the time or the confidence, Alitu Productions is a fully managed tier where the editing is done for you.

It means you can still use Alitu for recording and publishing your show, but right in the middle, the Alitu team will edit the show for you. The cool thing here is that there’s no sending of files, or downloading and review. It’s all done inside the Alitu dashboard – you can preview and review it there, send over your comments, and finally publish, all in the same place.

Apply for the Alitu Productions service here

If you didn’t know already, Alitu’s our sister app, originally started by Colin to help you and all readers of The Podcast Host. So the Alitu service, just like this blog, is designed by podcasters for podcasters!

Castos Productions

Castos Productions takes the hard work of post-production off of your hands, leaving you free to grow your show and connect with your audience.

Their podcast editing service is staffed by their own team of seasoned audio engineers, talented show note writers, and producers, who’ll take care of every aspect of your podcast after you record an episode.

We Edit Podcasts

We Edit Podcasts are another company that can take care of almost all aspects of your show. They offer everything from transcription to video editing. WEP have a nice Podcast Pricing Estimator feature on their site, too, so you can get an idea of your own bespoke costs.

The Podcast Host

Yep, us!

Podcast production is one of the foundations of our business here at The Podcast Host. We’ve been editing shows for over fifteen years and know this type of work inside out.

We can teach you how to edit your own show, OR, we have a tool that’ll practically do it for you. But if you’re still looking to work with a dedicated podcast producer, then please tell us a bit more about your unique needs and wants. We look forward to hearing from you!

Summary: Hiring a Podcast Producer or Podcast Production Company

Just to summarise, then. Here are your options.

Work With Us

If you’re interested in working with us to help bring your show to life (or, take it to the next level) then we’d love to hear from you.

Limited Budget Podcast Production

Looking for regular episodes edited and need to keep costs down to a minimum?

• Fiverr Freelancer: adamglinder
• Fiverr Freelancer: radioorg

Full-Service Podcast Production Companies

Need a comprehensive production service that includes shownotes, publishing, social media promotion, and transcriptions?

• Castos Productions
• Lower Street
• We Edit Podcasts

Creation App Podcast Production

Finally, Alitu has all the tools you need to record, edit, and publish your show, even if you don’t know a single thing about audio production.

What’s more, if you like the idea, look, or sound of Alitu but still want help with the editing, then Alitu Productions gives you the best of both worlds. With Alitu Productions, Alitu will be your recording and publishing workspace, and your very own producer will work in there alongside you to help bring your show to life!

If you’re considering hiring a podcast coach but wonder whether it’s worth it, fear not—the 6Cs Decision Framework will help you make up your mind quickly!

6Cs Sounds a Bit Like “Success”… Doesn’t It!?

The 6Cs Decision Framework sounds fancy and well-thought-out, but it’s really just a collection of subheadings starting with the same letter. However… if you say it aloud and in a specific accent, it can sound a little like “success”.

Now, you’re impressed eh?

No? Well, you’re here now anyway, so let’s get into it. What do you need to consider when weighing the pros and cons of hiring a podcast coach?

Cost

The first consideration is cost. Hiring anyone means parting with some cash, and podcast coaches are no alternative.

You might expect to pay in the high hundreds to low thousands for regular one-on-one coaching or mentorship. This means it’s obviously not for everyone.

Don’t worry; there are more affordable (and free!) alternatives to podcast coaching, and I’ll get to those in the “Compromise” section. But first up, another benefit is…

Clarity

There are some big questions worth asking before you ever hit record. Questions like “Why am I doing this?” “Who is this for?” and “What does success look like to me?”

A podcast coach helps you refine these answers early, ensuring your show is built on solid foundations. This can go a long way towards preventing you from realising something isn’t quite working. There’s nothing more frustrating than getting to 6-7 episodes and having to pivot or start all over.

Even if you’re well past the launch stage and looking for a podcast coach to help you take things to the next level, they are someone who can answer all of your questions. This means you never get stuck or confused about what to do next.

Confidence

Impostor syndrome affects all creatives, and podcasters are no different.

Confidence feeds into almost all aspects of podcasting, from getting behind the mic (or camera!) to the assurance that your opinions, questions, or commentary are engaging, relevant, or useful.

It’s no big revelation that there are emotional and psychological benefits to having a mentor. Accountability is a big factor, too—you have more confidence in executing a task when you know you’ve promised someone you’ll do it!

Control

If you run a podcast, there are a hundred different tasks you could be doing at any one time.

From updating your website and posting on social media to sound-treating your room and shopping for a new audio interface, you’ll often default to what feels easiest in the moment. Or, worse still, you’ll get overwhelmed and procrastinate on everything.

However, a podcast coach will set you achievable tasks after each session, which will be structured to keep you moving forward in a logical and sustainable manner.

Whether you’re an aspiring podcaster or an established creator looking to kickstart your growth, this type of structure and the accountability that comes along with it have huge benefits.

Competence

Improvements in technology make podcasting more accessible with every month that passes. But it’s still a “techy” medium.

If you’ve never done it before, recording, editing, and publishing audio or video can feel complicated and intimidating. Even AI tools that can write show notes for you are no use if you’ve never really used AI before.

No matter what tech stands in your way, a podcast coach will show you the ropes in person, and you’ll be surprised at how quickly you pick it all up.

Compromise (Podcast Coaching Alternatives)

Alright then, the fifth C is essentially the “why you don’t need a podcast coach” bit.

Of course there are loads of benefits of having a mentor in your corner, but it isn’t essential. The vast majority of podcasters have never worked with a coach, and many of them do just fine.

Unsurprisingly, the big con of hiring a podcast coach is the financial aspect. Many podcasters simply can’t afford it.

Remember though, you can pay in time instead of money. All the knowledge you need to podcast is out there freely on the web; it’s just a matter of finding the good and credible stuff (hint: we try our best).

An alternative to coaching is podcast courses. These still cost money but rarely as much as one-on-one mentorship.

Cheaper still (but no less valuable) are books about podcasting. And you can learn a ton listening to podcasts about podcasting, which won’t cost you a penny.

Then there are free communities, like IndiePod—a great place to get advice, feedback, and motivation and harness collaborations with like-minded creators.

Finally, if you have some podcasting pals, then they might be up for helping you out if you ask nicely enough. You can even offer to help them out. “If you teach me how to edit, I’ll do it for you” could be a trade-off worth proposing.

Should You Hire a Podcast Coach?

So, is podcast coaching a good fit for you? Only you can decide. But hopefully, the 6Cs framework has helped you reach a conclusion. And if not, at least it was a pretty clever acronym and tenuous play-on-words combo, eh?

By the way, if you are looking to hire a podcast coach, then we can help. Get in touch to let us know your exact needs, wants, and ambitions, and we can take it from there!

Podcast editing. For complete beginners, it can be an intimidating barrier to launching a show. Many aspiring podcasters procrastinate, worrying about how they’ll actually edit their podcast episodes before publishing them.

Listen, follow, or subscribe on your podcast app of choice!

But it’s never been easier to edit audio yourself or find someone else to do it for you.

What’s more, there’s nothing to say that you absolutely need to edit your podcast. Or, exactly how you should do it. It all depends on your own approach, content, and audience.

Here, I’d like to run through the various podcast editing options that are available.

These will depend on your budget, time constraints, and whether or not you prefer to learn new skills or outsource the stuff you’ve no interest in doing yourself.

Just before we jump into part one, a quick heads up. We use the odd affiliate link in this article, which we’d earn a small commission from if you were to buy through it. This is never at any extra cost to you, though – and we only use affiliate links for stuff we recommend and use ourselves!

Alright, let’s get on with this whirlwind tour of podcast editing…

How to Edit a Podcast

At its most basic level, podcast editing is cutting out unwanted bits from your recordings.

In almost all podcast editing software programs, this is done by showing you a visual representation of your audio, known as a waveform. You then find the parts you want to chop, highlight them, and delete them like you’d delete text in a Word document.

Podcast editing can also be done on what’s known as a multitrack. As the name suggests, you’re working with multiple audio tracks here. In a multitrack editor, you’ll drag your clips, trim them, and arrange them into a fully-fledged podcast episode. This is a common way of mixing in different segments, clips, and podcast music.

Then, there’s the production side of podcast editing. This is where you can run effects and processes designed to reduce background noise, boost volume, and gently enhance your audio. This can be done with pre-set effects or plugins. Some audio editing software (like Alitu) will take care of this automatically, so you don’t need to spend time learning it all.

How Long Does it Take to Edit a Podcast?

Unsurprisingly, there’s a big “it depends” answer to this one. Let’s use two different podcasters as an example.

Quick & Dirty Podcast Editing

In the first instance, our podcaster opts for a “Minimum Effective Editing” approach. They’ll build this into their recording process—any time they make a mistake or get interrupted, they’ll click their fingers three times in front of the mic. This creates a very obvious visual marker in the waveform, so it’s quick and easy to chop out later on.

They’ll do a “top and tail”, chop off the unwanted stuff at the beginning and end of the recording, and use pre-sets or automation to add some music and do the production and processing work. If this show is about 30 minutes long, it’ll take no longer than 15 minutes to edit. That’s pretty fast.

Thorough Podcast Editing & Production

In our second example, our podcaster records lengthy interviews where finger-clicking isn’t really an option. They can use a notepad to jot down potential edit timecodes, but they prefer to focus 100% on the conversation. Later on, this lengthy interview will need a full listen-through, which can take double its time. As a ballpark, a one-hour recording will need two hours of editing.

Not only that, but our podcaster likes to go for the “highly produced” approach, layering in music beds for mood and effect. Picking out music from a Royalty Free source and then working it into your content can easily add another hour to your podcast editing.

Production-wise, they might be interested in the granular control and maximum optimisation here, too. This would mean taking each separate recording and manually applying things like Compression and EQ. Again, this can add another hour to your workflow if you really get into the weeds.

Overall, our second podcaster could expect to spend three to five hours editing their hour-long episode.

A Rough Average Podcast Editing Time: One Hour

Both examples are on the extreme ends of the spectrum, and for most podcasters, the reality lies somewhere in the middle. If you wanted the ultimate stab in the dark figure, let’s say that podcast editing takes, on average, around an hour. But there are so many variables, caveats, and exceptions.

What Are the Podcast Editing “Rules”?

Now that we’ve covered the basics, you’ll realise that there’s no single way you “should” be editing your podcast. Indeed, there are good and bad practices, but it’s entirely up to you if you even edit your show at all.

Obviously, if you want to create a highly produced podcast or audio drama, then, one way or another, that will require a fair bit of editing.

But if you’re recording yourself talking into a mic, and don’t even feel the need for any intro music, then you can get away with no editing at all.

So, how do you decide on your own approach? Here are a couple of resources to help guide you.

Beginner

For solo, co-hosted, or interview podcasts, you can get away with very little editing.

• How much editing should I do in my podcast?
• The Minimum Effective Editing approach

Advanced

Documentary and drama-style shows take a lot more podcast editing work. They work brilliantly when done well, but for most podcasters, they are overkill.

• Creating a ‘Highly Produced’ Podcast – full Season of the Podcraft Podcast
• How Do You Edit and Produce an Audio Drama Podcast?

Should I Use a DAW for My Podcast Editing?

The most common podcast editing tool is what’s known as a DAW – which stands for Digital Audio Workstation. It’s just a posh way of saying “audio editing programme”.

DAWs also let you record into them, so it’s basically like having a full recording studio on your computer—provided you have a microphone to plug into it.

The most popular beginner DAW is Audacity. It’s popular because it’s absolutely free, and it’s still more than good enough to build your podcast episode with.

But if you’re looking for a more pro-level DAW with almost infinite functions and capabilities, then Adobe Audition, Hindenburg, or Reaper might be more up your street.

Best Podcast Editing Software for Podcasters of All Levels

Read article called: Best Podcast Editing Software for Podcasters of All Levels

Below, you’ll find our complete comparison between Audacity and Audition, which will hopefully help you decide which one (if any) you’d prefer to use.

Beginner

Just looking to choose the best fit for you and your show?

• Best Podcast Editing Software for Podcasters of All Levels
• Audacity vs Adobe Audition – Which DAW Should I Use?
• Reaper Review – a Collaborative Option for Recording and Editing Podcasts

Advanced

Want to learn more about DAW-based audio terms, tools, and techniques?

• Destructive Vs Non Destructive Editing for Podcast Production
• The Audacity Compressor – Fix Your Podcast & Audio Volume Issues
• Audacity Noise Reduction – How to Remove Background Noise
• Adobe Audition Review – Plus My Favourite Audition Tools for Podcasting

What About Podcast Editing Apps & Tools?

Podcast editing is the most common thing we’re asked about here at The Podcast Host.

That led to us developing a tool called Alitu, which practically builds your episode for you. It can take care of the processing, editing, and publishing of your podcast without the need for a DAW. You can also record your show inside Alitu (call recording or solo), and it has extra features like music, transcription, and built-in hosting. That means you can start publishing to Apple Podcasts, Spotify, and 100 other places the minute you hit ‘save’ on your first episode.

Alitu has a lot of features, but it excels as a standalone podcast editing tool. You can even edit via text, or at double speed, and it can automatically remove filler words, breath sounds, and long pauses. Alitu will cut hours off of your production workload.

One of the latest features to be added is the ability to create or edit podcast cover art. This means you have everything you need to podcast, all under one roof.

In short, Alitu is a simple-to-use tool aimed at “non-techy” people, complete beginners, and podcasters who simply don’t have the time to spend editing their podcasts in the more traditional way.

Of course, there are some other great apps out there, too. The bottom line is that these days, you don’t need a DAW to edit your podcast. In fact, you can podcast without ever having opened one in your life.

Beginner

Looking for some simple podcast editing tools?

• Alitu: The Podcast Maker App
• Best Podcast-Making Apps: Simplify Your Podcasting Process
• EditPoint – Take a Walk & Produce Your Podcast

Advanced

Or maybe you DO prefer more of a DIY approach. In which case…

• Podcast Production Plugins: 4 Ways to Take Your Audio to the Next Level

Editing Filler Words, Breath Sounds, & Long Pauses

You can get really “surgical” with podcast editing, and spend time removing every uhm, ah, long pause, and annoying breath sound. I’ve never endorsed this approach because, quite simply, it takes too long, and the workload causes a lot of podcasters to quit altogether.

However, when Alitu recently rolled out automatic filler word, breath, and silence removal, I couldn’t resist giving it a wee shot. Despite working alongside the team that makes Alitu, I still use Audition for most of my audio work. This is purely because I’ve been working with it for 14 years and know it inside out.

Anyway, I uploaded a 40-minute interview to Alitu, let it do its thing, and it cut a whole 4 minutes from my audio. I was pretty amazed. I did a full listen-through at double speed (another feature of Alitu) to make sure it still sounded okay. A handful of jarring edits needed undoing (a feature that’s quick and easy), but that was really it. A big improvement to my audio at no extra time cost to me. What’s more, by saving 700 listeners 4 minutes each, that adds up to over 46 hours!

Is Text-Based Podcast Editing a Thing?

Yes! One of the simplest ways to edit audio is to take a written transcript of your audio, highlight the words, sentences, or sections you’d like to remove and delete them. Text-based editing will then delete the corresponding audio, so if you can compose a text message to your best pal, you can edit a podcast.

Text-based podcast editing is becoming more popular these days, and you’ll find it in a growing number of tools, from Alitu and Descript to Riverside and Hindenburg.

Should I Hire a Producer to Do My Podcast Editing?

Still got no interest in having anything to do with your podcast editing? That’s perfectly normal. It just means you’ll probably need to hire someone to do it for you.

There is an ever-growing number of producers out there who make themselves available for podcast editing work. These range from freelancers with day jobs to fully-fledged companies employing teams of podcast producers on their staff.

The route you go down will, as ever, depend on your budget. You’ll find loads of excellent freelancers doing great work at a low cost. But, like any other service, there will undoubtedly be a few unreliable folks in the marketplace, too.

If you are looking for a producer, then here are some options for you.

Hiring a Producer: Options

• Alitu Productions offers fixed-price, done-for-you editing services. You record your show in Alitu, or upload from anywhere, then an editor will edit it for you, ready to review right in the same place.
• Music Radio Creative will give you an instant quote based on your average episode length and the number of episodes you’d like to commit to.
• There are plenty of podcast editors available for hire on Fiverr. Check out adamglinder and radioorg if you want to go down this route.
• You might also want to see our full guides on what to look for in a podcast production company and how to hire a podcast producer.

Hardware for Podcast Editing

It almost goes without saying, but a capable computer is an essential part of the podcast editor’s toolkit. There are a few considerations when buying a laptop or computer for podcasting, which we cover in our dedicated guides. If you plan to run Pro Tools on your ZX Spectrum, be prepared to drink many cups of tea whilst you wait.

If you’re using a laptop or computer, then it’s an assumption that you’ll be using a mouse, too. But there are much more intuitive and comfortable ways to edit podcasts, especially if you spend a lot of time on production.

Two of our podcast editing experts, Sarah and Dev, have drawn from the gaming world to give them more tangible control over their software and protect themselves from nasty conditions like RSI. Sarah uses the Stream Deck, whilst Dev uses an Xbox controller. And, as you’ll see from our reviews, they like these setups a lot!

Podcast Editing Summary: Your Content. Your Audience

No two podcasts are alike (that’s actually a lie, there are at least 500 “entrepreneur” shows with the words “On Fire” in their title, but we’ll brush past that!), so this all comes down to your own unique approach and aims.

Podcast Editing for the Hobbyist or “Toe-Dipper”

If you’re a hobbyist just looking to chat about a topic close to your heart, taking some time to learn the basics of Audacity is probably the best option for you. Remember, if you’d like to take a course on Audacity (or Audition), you can do that inside the IndiePod Community.

Podcast Editing for the Small Business or Side-Hustle

If you’re someone currently working a day job, but launching your show as part of a side business that you’re serious about growing, then you might be prepared to spend a little money to save a lot of time. In that case, using the “podcast making” app Alitu is likely your best option.

Podcast Editing for the Company or Brand Podcast

Or, if you’re an established business looking to get a highly polished and professional-sounding show right out the gate, hiring a producer will be your best option. Just remember that great-sounding audio is more to do with the source material than the editing, though, so hire someone who can advise you on your recording setup and work with you on that front, too. Remember, we can help you with all of this and more, so get in touch today and tell us exactly what you need!

But what about the hype-building “hit the ground running” advice we hear around launching a new podcast?

I’d argue that, at best, this is a distraction from what moves the needle when it comes to growing a show. At worst, it can actually cause new creators to quit before their content ever has a chance to make an impact. Let me explain…

Podcast Launch Misconceptions

It’s understandable why so much misleading advice exists around “the podcast launch”. After all, we’re used to the launch life cycles of products, films, albums, and books.

After a few days or weeks, it becomes pretty clear that a new game console or blockbuster movie has sunk or swam. But a podcast isn’t like that at all.

What Makes Podcasts Different?

Most successful podcasts didn’t explode overnight—they built audiences gradually over months or even years.

There are exceptions, of course—folks who started podcasting with a pre-existing audience can often skip the “crickets” stage. But if you look at anyone who built a huge fanbase through their podcast, they will usually tell you the same thing:

In those first few episodes, nobody was listening.

I remember talking to Kc Wayland, creator of post-apocalyptic audio drama We’re Alive, about the show’s first steps. He said they were seeing 50-60 downloads a day, which was nuts, given the effort and quality of those early episodes.

Today, We’re Alive has amassed over 250,000,000 (two hundred and fifty million!) downloads. And whilst this isn’t a number most of us will ever get close to with our own content, it shows that podcasting is a long game.

All the launch hype in the world wouldn’t have come close to the impact publishing 70+ hours of Gold Standard audio theatre over a period of 14 years has had.

3 Podcast Launch Advice Myths

So, speaking of launch hype, what are new creators typically advised to focus on before they’ve even hit publish on that first episode?

Get 3+ Episodes in the Can

This advice lingers from the days when much onus was put on a show’s appearance in the Apple Podcasts’ New & Noteworthy section (an overrated accolade, if ever there was one).

The idea is that more episodes mean more downloads—not untrue. However, this often leads to procrastination and perfectionism, which prevent new podcasters from ever releasing one, let alone three, episodes.

Sure, if you push three episodes out on day one, it’ll give new listeners a bit more time with you. It isn’t a bad strategy, so long as you hit publish. The problem is, many don’t!

Get Ratings & Reviews

Another misleading piece of podcast launch advice is to get as many ratings and reviews as possible within the first week.

Again, this is mainly centred around Apple Podcasts. Between its various charts, ‘featured’ sections, and the aforementioned New & Noteworthy, it can be seen as “make or break” for a podcast to appear in any of these places.

For starters, the volume of new podcast discovery in such categories is overblown. In our 2024 podcast discovery survey, only 2.5% of listeners reported browsing through charts or ‘featured’ sections when hunting for new content.

Then there’s the inner workings of how chart rankings actually work in Apple Podcasts, and it seems to have a lot more to do with your cumulative all-time number of followers than it does with ratings and reviews.

I’m not dismissing ratings and reviews altogether—they can be a great confidence booster and make brilliant “social proof” of your show’s quality. But they’re in no way some integral part of a podcast launch strategy, so don’t get distracted by chasing them.

Build Hype for “Launch Day”

Unless you have a preexisting audience, here’s a fact for you: Nobody cares about your new podcast.

Don’t see this as a negative. Instead, take it as a liberating truth. The pressure is off to learn the ropes, experiment, and develop your skills.

If you dedicate a lot of time to posting short-form, low-value “teaser” content on various platforms, you’re taking time away from learning your trade and creating the best possible first episode.

Of course, there’s no harm in promoting your first episode – but you need to publish it first. And once you do, the best place to focus the bulk of your effort is making a brilliant second or third episode.

As Lindsay wrote recently, your podcast won’t go viral – and that’s a good thing. A podcast is a metaphorical log fire compared to the torch paper of social media and short-form video. It takes time to get a good heat up, but once you do, it’ll keep on burning for ages.

Podcast Launch Strategies That ACTUALLY Work

Alright then, if it isn’t about hyping “the big day” or arbitrary episode numbers, what should a new podcaster focus on before, during, and after a podcast launch?

The L.A.U.N.C.H Framework

The L.A.U.N.C.H (we love an acronym) framework assumes you’ve…

• Laid the foundations of your topic, niche, or angle
• Identified your target audience
• Defined what “podcast success” looks like to you.

If you’ve yet to get to those, check out the links and come back once you have!

Okay, here’s what L.A.U.N.C.H stands for…

Learn the Ropes

From crutch words and structure to mic technique and production chops, are you focused on improving your skills as a podcaster with each episode you make? The early days are a time for learning and development, so lean into this opportunity.

Amplify Discoverability

Most podcast listeners search for a topic when looking for new content in their chosen app. Does your podcast name and episode titles give you a good chance of appearing in those search results?

Understand Your Audience

Some fledgeling podcasters see 30-40 downloads as a pittance. Others see a metaphorical room full of 30-40 like-minded people they can engage with, learn about, and get to know personally. That early core of listeners can become your biggest marketers, so look after them and give them your best.

Next Episode First

The number one thing you can do to give your podcast the best chance of success is prioritising a brilliant next episode. So, what do you have lined up for your listeners? And is it something they’ll want to talk about and share with others?

Catalogue Building

There’s nothing like a back catalogue of well-titled, quality episodes to set your podcast’s growth into autopilot. When new listeners find you and can spend 25-50 hours with you, they’ll become big fans of your show going forward. Consistency leads to podcasting success, so build and grow that body of work!

Harness Collaboration

It’s likely that others are starting podcasts and content channels on the same or similar topics as you. These folks aren’t your competition (nobody shares your unique angle or perspective); instead, see them as collaborators.

There are many tried-and-tested ways to collaborate with other creators to build your audiences. This is one of the most effective ways to grow a podcast!

“I Need Results NOW”

I get it; not every new podcast is a solopreneur or hobbyist who can build this gradually.

If you work for a big company and have been given the job of creating a podcast, you’re unlikely to get away with telling the boss that it could take a year or two to gain traction.

In this scenario, leveraging any existing audience or customer base is a no-brainer. Most businesses have an email list and some social media accounts. With a good enough “hook”, you can win many existing followers over to giving the podcast a chance.

Unsurprisingly, you can fast-track podcast growth if you have a marketing budget, too. Advertising on podcast listening apps is an effective way to gain a bunch of new listeners overnight.

Of course, none of this changes the fact that your podcast needs to be well-planned, well-executed, and consistent. If it’s absolutely vital that you nail this first time, then hire a pro to help you. There’s no substitute for experience.

In Summary

I’m not saying you shouldn’t care about your launch period; it’s more a matter of caution around where you focus your time and energy. Concentrate on creating the best content possible for that early core of listeners, and you won’t go far wrong.

A podcast launch process has no “boom or bust”; the only way a launch can “fail” is if you don’t publish any more episodes.

It’s what you do after the launch period that truly matters. So what’s your next episode about, and when can we hear it?

Whether you learned the hard way but learned some valuable lessons when launching your show, or, nailed everything first time without much trouble, be sure to share your stories and experiences in the IndiePod Community. It’s free!

It truly is the halcyon days for creators looking to record a podcast remotely. There have never been so many brilliant online call recording options out there, and many go beyond simple recording.

All eight call recording apps were tested on this episode of Podcraft, the show that teaches you everything you need to know about podcasting. Subscribe or follow on your listening app of choice!

In this roundup, you’ll find options for every use case, need, and budget. So, let’s explore the best platforms for remote podcast recording.

A quick heads up that we use affiliate links for some of the tools mentioned here. This means we may earn a small commission if you buy through them, though at no extra cost to yourself. Affiliates help to support all the free content we put out. On top of that, we only set up partnerships with services we’ve used and liked ourselves.

Record a Podcast Remotely With SquadCast

SquadCast is one of the big popular call recorder platforms. It has some cool AI tools, too, including filler word removal, overdub, and “AI-eye contact”, which means you’ll never look away from the camera again.

• Cost – Tiered monthly payment. You can save on all of these tiers by paying yearly.
  • Free (an hour of recordings per month)
  • $19 (10 hours of recordings a month)
  • $35 (30 hours of recordings a month)
  • Annual payment savings available
• Video – Yes
• Podcast Hosting – No

Try SquadCast

Record a Podcast Remotely With Riverside.fm

Riverside.fm is another one of the biggest and most popular call recorder platforms on the planet, offering an impressive range of features for podcasters.

• Cost
  • Free (Record up to 2 hours total of watermarked files)
  • $19 (Record up to 5 hours per month)
  • $29 (Record up to 15 hours per month)
  • Annual payment savings available
• Video – Yes
• Podcast Hosting – No

Try Riverside

Record a Podcast Remotely With Alitu

Alitu is a podcast maker app with a built-in call recorder. It has all the features needed to run a podcast, including intuitive editing and production tools, auto-generated transcription, and hosting.

• Cost – $38 per month gives you access to ALL of Alitu’s editing, production, and publishing tools, as well as unlimited call recording.
  • Annual payment savings available
• Video – Yes
• Podcast Hosting – Yes

Try Alitu

Record a Podcast Remotely With Iris.fm

Iris is an up-and-coming call recorder with some great offerings for podcasters looking to record multi-channel audio and video. With Iris, you’re not encouraged to use Chrome or any specific browser, either – it works on them all.

• Cost – Tiered monthly payment
  • $9 (2 hours of recording time)
  • $19 (5 hours of recording time)
  • $29 (10 hours of recording time)
  • Annual payment savings available
• Video – Yes
• Podcast Hosting – No

Try Iris

Record a Podcast Remotely With Cleanfeed

Cleanfeed is a web-based tool for high-quality live audio recording, often used in radio and broadcasting. It allows multitrack recording and real-time collaboration. It’s one of the best options out there for folks looking to record calls for free.

• Cost – Tiered monthly payment
  • Free (unlimited recording, up to two guests)
  • $34 (unlimited recording, up to 32 guests)
  • Annual payment savings available
  • Discount available for charities, schools, etc.
• Video – Yes, for $2500 per year
• Podcast Hosting – No

Try Cleanfeed

Record a Podcast Remotely With Zoom

Zoom is the conference call app that helped the world run during the pandemic. One of Zoom’s big pluses is that almost everyone has used it. The trade-off, however, is that the audio quality can sometimes be poor. There’s also a time limitation of 40 minutes with recordings on their free tier.

• Cost – Tiered monthly payment
  • Free (40min max)
  • $14.99 per month (up to 100 participants)
  • $19.99 per month (up to 300 participants)
  • Annual payment savings available
• Video – Yes
• Podcast Hosting – No

Try Zoom

Record a Podcast Remotely With Streamyard

Streamyard is a live streaming and recording tool that enables professional-looking broadcasts with overlays and branding. It supports multistreaming to different platforms and easy guest participation. Streamyard is ideal for live shows, interviews, and social media streaming.

• Cost – Tiered monthly payment
  • Free (with Streamyard branded logo and 2 hours per month limit)
  • $44.99 per month (10 on-screen participants. Unlimited streaming and recording.)
  • $88.99 per month (multistream to eight destinations simultaneously)
  • Annual payment savings available
• Video – Yes
• Podcast Hosting – No

Try Streamyard

Record a Podcast Remotely With Zencastr

Zencastr was the first multitrack call recording tool I ever used, and it’s still going strong to this day. They have an iOS app, a handy AI clip highlights tool for video podcasters, and you can host your podcast there, too.

• Cost – Tiered monthly payment with annual savings available
  • $20 per month (Unlimited recording hours, uploads, and hosting)
  • $30 per month (4k video, direct publish to YouTube)
  • $30 per month (Two shows, two teams seats)
  • Annual payment savings available
• Video – Yes
• Podcast Hosting – Yes

Try Zencastr

Use coupon code THEPODCASTHOST for 20% off the first three months of a monthly pro subscription with Zencastr. 

Okay, So What’s the BEST Podcast Call Recording App?

The good news is that there are many quality podcast call recording options. The bad news is that it can be hard to choose one. In podcasting, there’s rarely a single “best” option for anything. But here’s a quick rundown of some factors that might help you decide.

Remember, you’ll get a free trial with any of the call recorder apps mentioned here, too!

Going Free

If you need to go free, it’s hard to see past Cleanfeed. You might also consider the alternative “double-ender” option discussed below.

Multi-Track Options With Video

Zencastr, Riverside, and SquadCast are the current big three Zoom alternatives for video and multi-track recording, though you can save money using Iris if you record less than two hours a month.

These platforms record audio and video locally and upload separate speaker files to the cloud. This allows you to manually edit and clean up each speaker and avoids any potential call connection issues.

All-In-One Package at One Flat Rate

If you’re after pure simplicity and more of an “all-in-one” solution, then opt for Alitu. In addition to remote recording, it’ll allow you to do audio cleanup, volume levelling, editing (including text-based editing), add music, produce your final episode, and create transcriptions, all in one user-friendly interface.

Alitu’s automatic Noise Reduction in action!

Alitu also includes podcast hosting, so you don’t need to sign up for a separate account to upload and distribute your show to places like Apple Podcasts, Spotify, and wherever podcasts are found.

With Alitu, you can easily clean up, edit, and sync calls recorded with any other tool mentioned here, too!

What Call Recording Apps CAN’T Do

As you’ve no doubt learned by now, these tools can do A LOT. From cloud recording, backup, and storage to HD video, editing and production tools. Some can even host your podcast for you.

But, remote recording tools alone can’t make you sound good. The quality of any recording depends largely on equipment, environment, and mic technique.

You could use state-of-the-art call online recorder software, and it would still sound terrible if your guest were recording on a laptop mic in their bathroom.

Fortunately, you don’t need to be a master audio producer to get this right. Or, to coach your guests to get optimal sound quality from them.

Check out some of the best entry-level recording kit for podcasters, our guide to mic technique, how to optimise your recording space, and our free online microphone test resource. That’ll help get you set up on those fronts!

An Alternative – “The Double Ender” – No Call Recorder App Needed!

If you’d like to know how to record a podcast without extra software, then let’s look at the ‘double-ender’.

In this method, each guest or co-host takes responsibility for recording their own audio at the source.

That might be opening up their recording/editing software and running that to record their voice as they talk to their fellow participants.

Or it might be using a completely separate mic and digital recorder to eliminate the risk of loss of audio due to computer issues.

In any case, with all being well, the producer will have quality recordings of each participant on independent tracks to work with in post-production.

This is a good way to record if one (or both) of you struggle to maintain a stable internet connection.

If you’re doing this, just remember to run a backup recording on something like Zoom. That way, if someone forgets to hit record, all isn’t lost!

Hardware Vs Software for Remote Calls

If you prefer physical equipment to software, there are a few great options for recording podcasts remotely. Check out the Zoom PodTrak P4 , Focusrite Vocaster, and Rode Rodecaster Pro II.

Other audio interface and digital recorder options are available, but those two have built-in call recorder features, so you don’t need to knock up some elaborate setup to make them work in this way.

What Next?

Hopefully you found a tool that works for you. Or, maybe you decided that remote call recording platforms aren’t a good fit for your podcast. If that’s the case, fear not. We have some more handy guides to help you on your way.

• How to Record a Podcast
• Best Podcast Recording Software
• Podcast Maker Apps

If you’re still at an early stage, we also have a full guide on how to start a podcast, which walks you through everything you need to know. And, if you’d like the help, support, and friendship of those in a similar boat, be sure to join us in the IndiePod Community.

There’s a lot of brilliant podcast gear on the market these days. But too much choice can be overwhelming, and often, people will spend a lot more than they need to.

Listen, follow, or subscribe on your podcast app of choice!

Nobody likes to feel ripped off, so let’s look at the cost of podcast equipment based on your unique needs, wants, and budget.

What Podcast Equipment Will I Need?

The type of show you want to run will determine the equipment you need. Here, I’ll look at the different pieces of kit required to record the most common types of podcasts.

A quick heads up, too, that we sometimes use affiliate links when recommending certain products. This means we may earn a small commission if you were to buy through them, though never at any extra cost to you.

With that all said, what podcast equipment do you need, and how much does it cost?

A USB Microphone: $50-$100

A USB mic setup comes with the assumption that you’ve already got a PC/laptop/Mac, and that you’ve installed the audio-editing software Audacity, which is free. Audacity is great if you’re recording a solo show. However, if you’d like to do online/remote interviews or conversations, check out our best call recorder tools roundup.

The quality of USB mics has come on leaps and bounds these past few years. In my opinion, the best overall option remains the Samson Q2U or the ATR2100 because you can also use them with digital recorders and audio interfaces further down the line.

In our 2024 Podcast Gear Survey, the Q2U was found to be the second most popular mic. You might naturally wonder about the most popular—the Blue Yeti—but I don’t think it’s worth paying $90-$110 when you can get the (much better) Q2U for cheaper.

Aside from the mic itself, you just need to plug in some headphones. Yes, you can buy yourself a high-end pair of studio headphones, but you can just as easily use the trusty set of earbuds you have lying around. The Q2U is often found in bundle deals with headphones included.

For the vast majority of people, this is all you need to make a podcast. You can be up and running with an excellent kit for less than $100.

Naturally, there are more high-end USB mic options out there too. The Shure MV7+ or the Rode Procaster will give you top-of-the-range sound quality, but you’ll pay anywhere between $150 and $280 for the privilege. Find out more about them in our Best USB Mics roundup.

But what if you don’t own a computer, or don’t want to be tied to one for recording your podcast? Then, a smartphone setup might be more suited to your needs.

Smartphone Podcast Equipment ($45-$135)

The average smartphone offers many options for recording audio and video. In the short term, you can get away with using it without any additional equipment. Still, if you’re serious about growing an audience, you’ll want to upgrade your audio sooner or later.

We’re well-catered to for affordable smartphone audio now with the BOYA Mini and Rode Wireless Micro. Both setups are pretty similar—you plug a wireless receiver into your phone and connect a wireless transmitter (mic) to your jersey and another to that of your guest or co-host, if you have one.

But if you don’t want to use a computer or a phone, what next?

A Digital Recorder ($100-$400+)

Some podcasters naturally prefer dedicated single-use technology. If you’d rather keep your computer for work and your phone for doom-scrolling, then a digital recorder could be right up your alley.

Lower Cost Digital Recorder Setups

The Tascam DR-05X ($80) and Zoom H1n ($90) are two great entry-level digital recorders, perfect for on-the-go podcasters.

Both have built-in mics, and you can record directly into them, either solo recordings or chats with guests and co-hosts.

Sound quality will always be limited when sharing a mic, and you can optimise this setup by plugging Lavalier mics into the H1 via a splitter, though this can triple your podcast equipment cost.

Higher Cost Digital Recorder Setups

The H1’s bigger cousins, the Zoom H5 and Zoom H6 come in at between $200 and $300 respectively. These recorders are chunkier, more powerful, and can record XLR mics on multitrack. Bear in mind that you won’t pay much less than $100 for each XLR mic you use. Again, you can simply record into the recorder’s built-in mics but this will limit your overall audio quality.

An alternative to the H5 and H6 is the Zoom PodTrak P4. At only $150, the P4 is a cheaper option, and comes with call recording capabilities. On the flip side, it doesn’t have built-in mics, so you’d need to buy at least one XLR mic to make use of it.

Mixers & Audio Interfaces ($85-$700+)

Audio interfaces are the bridge between using XLR mics and podcasting on your computer.

I’ve owned a Focusrite Scarlett 2i2 for about 15 years, and it remains the most popular audio interface among podcasters. Now in its 4th Generation, you’d be looking at about $200 to buy one brand new, or $140 to get the solo (one mic) version.

Focusrite has since released the podcast-focused Vocaster, too. You can get a two-mic version for $110 and a solo version for $85. I really like the Vocaster, and switched to using it after my 2i2 started to die of old age.

Mixers are an alternative to audio interfaces, but they are much less common in podcasting these days. This is because they’re overly complicated tools designed for musicians, and much of their capability can be achieved with much simpler tools (like the PodTrak P4) or software.

The Rode Rodecaster Pro 2 is as close to a traditional mixer as I’d recommend for podcasters these days. It’s the ultimate “all-in-one” podcast recorder, though it doesn’t come cheap—around $690—and that’s before you buy any XLR mics to run into it!

On the other end of the pricing scale, the PreSonus AudioBox USB 96 is a great sub-$100 option. But again, we still need to get some mics…

XLR Mics ($50-$400)

I’ve mentioned XLR mics a lot so far. You might want one (or more) to plug into your digital recorder or audio interface.

Our Best Podcasting Microphones roundup is a deep dive into the top choices on the market right now. Here’s a summary of some options, though.

• Samson Q2U/ATR2100 – sub-$100 and also works as a USB mic
• MXL 990 – sub-$100, great sound, at a low cost
• Shure MV7+ – $280 – one of the best podcasting mics around

Other Bits & Pieces: Podcast Equipment Cost FAQ

You might have some additional outgoings on top of the gear you plan to buy. Don’t worry though, you can keep these additional podcast equipment costs pretty low.

Q: Do I need headphones?

Yes, but you can get away with using the earbuds you already own. If you want to buy a decent set of studio-quality headphones you’d be talking $30-$40, at least.

Q: Do I need a mic stand?

Most USB mics come with desk stands, so you can get set up to record right out of the box. However, you might want to upgrade to a boom arm later on. You can pay as little as $15 for a boom arm, but a word of warning—the really cheap ones tend to be false economy.

Q: Do I need a pop-filter?

Some mics come with a foam windshield, which might see you through in the short term, especially if you’re using a desk stand (which means you’ve nowhere to mount a pop filter). If you’re buying a boom arm or mic stand, it’s worth chucking in a pop filter, too. You can get one for around $10.

Q: What about cables?

If you’re using a USB mic, it’ll come with a cable that plugs directly into your computer. If you want to run XLR mics into a digital recorder or interface, then you’ll need an XLR cable for each one. You can pick one up for less than $15 if money is tight, but it’s worth spending a little more if you’re able.

Summary: How Much Does Podcast Equipment Cost?

Most people don’t need to spend more than $100 on their podcasting equipment. If you’re recording solo or online/remote conversations, a USB mic will suit you.

For the other bits and pieces, if you need them, you can be anywhere from $20 to $100+.

A digital recorder setup can cost $100 (bare basics) to $300+. Running a couple of XLR mics into your computer via a USB audio interface will cost around $300.

Nobody wants to spend more than they need on podcast equipment, so make sure you’re not getting something overkill for your podcasting requirements.

If you’re spending more than $300 on your gear, make sure you’ve got a very good reason for it. Are you certain that you need everything in your shopping cart?

Check out these additional resources as you continue to plan your ideal podcasting setup;

• Full Guide to Podcasting Equipment: What Do I Need, & Why?
• Podcast Software: The Complete Guide From Start to Finish

Putting together the perfect and most cost-effective podcasting kit is something we can help you with in the Podcraft Academy, too. In there, you’ll find video courses, feedback tools, downloadable resources, and a community of like-minded creators. It’s a brilliant place to plan and launch a growth-optimised podcast!

A couple of weeks ago, I reviewed the BOYA Mini, an excellent wee smartphone recording kit alternative to the Rode Wireless Micro.

BOYA seemed enthusiastic about showing us more of their offerings and suggested we take a look at their K9. It took everything in my power not to make a dog-walking joke, and even now, I sort of am.

In any case, the K9 might not be man’s best friend, but it certainly could be a podcaster’s pal. The K9 and K3 are a USB mic duo that make up BOYA’s ‘K’ series, which BOYA kindly posted out to us, free of charge, for review purposes.

So, let’s fulfil our end of the bargain now and get to know them a wee bit more.

The BOYA K9

With its multiple polar pattern options and built-in desk stand, the K9 gives a wink and a nod to the most popular mic in podcasting, the Blue Yeti.

However, while the K9 and Yeti’s multiple polar patterns look good on paper, I don’t think they are all that useful. Sharing a mic is never optimal for audio quality, and I’d only recommend it if you have absolutely no other option.

With the K9, you can opt for bidirectional (two-person use) or omnidirectional (roundtable), but solo-person use on the supercardioid setting will give you the best results here.

During my testing, the K9 sounded pretty decent, though I did find the odd plosive slipping through the wee metal pop filter.

The K9 has a gain dial to control your input recording volume and a monitor dial to set your output headphone volume. I found both to be a little noisy, so going forward, I’d try to set them before I start recording, and never during.

The BOYA K3

The K3 only has one (supercardioid) polar pattern, which is fine by me.

The K3’s USP is its Noise Reduction, which you can activate by tapping the button atop the mic. However, this turns out to be a rather aggressive-sounding noise gate, and I wouldn’t recommend it. Either move away from the noise you’re trying to cut or do some noise reduction in post-production instead.

The K3 has a gain dial, though, like the K9, trying to adjust it during a podcasting session might be noisy enough to be picked up in the recording.

BOYA K3 Vs K9

Both mics have a Frequency Response of 20 Hz – 20 kHz, which is fairly typical.

The K3 has a higher sensitivity (-39 dB), giving it a clearer, more detailed sound, while the K9’s lower sensitivity (-46 dB) makes it warmer with more bass. I did notice that in my testing.

The K9 has a tiny bit more gain (0–27 dB vs. 0–26 dB), but this is marginal.

The K3 has a Noise Reduction feature, whilst the K9 has extra polar patterns, but I wouldn’t use any of these settings. I much prefer them both in their “ordinary” form.

Both mics have LED RGB lighting, which might make them attractive to YouTubers or video podcasters. Personally, LED lighting on audio gear is a bugbear of mine. As someone who’s hopelessly colourblind, I’m always paranoid that it’s trying to convey important information to me (hey, you’re on mute, chump!), and I’ll simply have no way of getting the memo.

Summary: The BOYA K3 & K9 USB Mics

You can get the BOYA K3 for a mere $30, which is as cheap as I’ve seen for a brand-new mic. The K9 costs $65, which, although double the price, still puts it in the budget category. It costs about $30 less than its idol, The Blue Yeti.

Curiously, you can’t buy the K3 or K9 on Amazon (at least at the time of writing). I’m not sure what the thought process is here or whether or not they will eventually be available there. BOYA literally has a “store” on Amazon, so it seems like a no-brainer…

In summary, would I use one of these to podcast? For sure, but only in its cardioid setting (the K9) and definitely without the noise reduction turned on (K3).

Would I buy one as a beginner ahead of something like the Samson Q2U or ATR2100x? No, I don’t think so. That’s no slight on the K3 or K9, but the other two mics can also be used in XLR form, and that gives me the freedom to upgrade to an audio interface or digital recorder further down the line.

Still, BOYA has added a couple of solid options to the starter mic market here, even if they’re not particularly straightforward to find and buy!

The Best Podcast Microphones for All Abilities and Budgets

Read article called: The Best Podcast Microphones for All Abilities and Budgets

Before Patreon and other such platforms existed, podcast sponsorship was how most creators monetised their content. It’s still a popular method to this day, and often how the bigger shows earn a crust.

Podcast sponsorship is an option for shows with numerically smaller audiences, too, providing their topic and niche is a good fit. In this guide, we’ll take a look at the various ways podcast sponsorship can work. We’ll also cover how to reach out to potential sponsors – should you decide that it sounds like the right path for you and your show.

Find me a podcast sponsor right now.

And, if you run a business and have been approached about potentially doing podcast sponsorship, check out How to Sponsor a Podcast. That’s our guide for all the info you’ll need on that front!

Why Podcast Sponsorship?

Just like people have different motivations for podcasting, they also have different motivations for monetising their content.

For one podcaster, the thought of covering their web and hosting costs is enough. Maybe even to have enough left over to treat their other half to a nice meal every couple of months.

For another, it could be an essential income stream in their business, where they’re actually paying a team of freelancers and assistants to work on their show.

Ultimately, podcast sponsorship is a form of the age-old marketing tactic where someone has assembled a crowd, and someone else would like to advertise a product or service to that crowd.

The Strength of Podcasting

Most podcasts that “succeed” focus on a certain topic or niche. That means the audiences they build around them generally share a common interest. This could be anything, from losing weight to breeding gerbils to collecting stamps or brewing coffee.

Straight away, this gives podcasting the strength of targeting. Advertising on a podcast isn’t like putting up a billboard at the side of a road, where 90% of the folks who see it aren’t a company’s target audience.

Granted, targeting isn’t exclusive to podcasts. Things like trade magazines and blogs can be very niche and targeted, for example. But the other big strength of podcast sponsorship is in the delivery method.

Long-form audio content means listeners can spend lots of time listening to a presenter in a very intimate and regular way.

This builds a layer of trust and authority. It’s much harder to do this in the written word, where blog posts are Googled and skimmed for the one piece of info the reader wants.

How Do I Find a Sponsor?

Well, firstly, The Podcast Host and Alitu are always looking for shows to sponsor. If you’re interested in applying, just fill out this very short form to get the ball rolling.

Aside from that, some media ad agencies and podcast hosting platforms can help you set up a sponsorship agreement for your show. This is the “middleman” approach, which can be easier to get off the ground but less fruitful in the long run.

Typically, these services look for a certain number of downloads. Commonly, this is 5000 US-based downloads per new episode within the first month of its release.

Most podcasts have significantly lower numbers than this, though. Having a smaller audience doesn’t necessarily make it any less valuable. But if your audience is in the low hundreds, you’ll likely be better off seeking out your ideal sponsor and attempting to negotiate a deal with them directly.

To identify potential sponsors, think of products or services you use that would also improve the lives of your listeners. This is totally topic-dependent, but a few examples might be

1. A running podcast where the presenter uses a particular piece of tech to measure her performance.
2. A gardening podcast where the presenter uses a particular type of feed on his lawn.
3. A show about miniature wargaming where the presenter uses a particular company to buy paints and models.

Each of these podcasters could reach out to the companies behind the products they use and make a pitch.

Our How to Sponsor a Podcast article was designed as a guide for business owners who’ve been approached about advertising on podcasts. You can use this resource either as a template for your own pitch or just link them to it directly. It’ll answer all the questions they’ll ask about how sponsoring your podcast will not only work but also benefit them.

Creating a Media Kit

If you want to find a podcast sponsor, creating a media kit is good practice.

Podcast Media Kit Examples, Tips, & Resources: Amplify & Attract

Read article called: Podcast Media Kit Examples, Tips, & Resources: Amplify & Attract

A media kit is the essential information about sponsoring your show, packaged up in an easy-to-read manner. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site.

In a media kit, you’ll want to include things like:

• Information about your audience. Their needs, wants, and pain points
• The role your podcast plays in your niche or topic
• Download and/or engagement statistics
• Episode pricing & slot availability
• Links to samples of your audio – make it easy for them to hear you
• Some examples of listener reviews you’ve had

Also, make sure it’s easy for potential sponsors to contact you. Create a ‘Contact’ page on your website, and in there, list and link to every way someone can interact with you.

How Podcast Sponsorship Works

Let’s get into the nuts and bolts of podcast sponsorship, then. At the most basic level, the advertiser pays to promote their product or service on one or more podcast episodes.

Commonly, podcasts deliver ads in one of two ways.

‘Host Read’ Ads

The most effective way is for the host to talk about the product or service. They’ll tend to mention why they recommend it, some examples about how they themselves use it, how they benefit from it, and why the listener would, too.

Done well (and legitimately!), a host-read ad can act as another part of the episode content, instead of sounding like an interruption.

‘Radio Style’ Ads

An alternative is for a third party to create adverts. This way, the podcaster simply has to play them on their episodes. This is a lot less effective because the audience listens to hear the presenter’s thoughts and opinions. Having a random Voice-Over interrupt the content to quickly give you a sales pitch can be jarring and even annoying. Listeners can fast-forward or tune out as soon as they hear the change in cadence or background sound.

Placing of Ads

An advert might appear at the very beginning of an episode, the very end, or somewhere in between. These slots are known as:

1. Pre-Roll – Before the content starts
2. Mid-Roll – during the main content of the episode
3. Post-Roll – After the content has finished

Mid-roll is the most desired spot (and, thus, the most expensive). Listeners are less likely to skip this content. Post-roll is the least optimal position for an ad, but it’s also the cheapest.

How Do I Create a Good Podcast Advert or Sponsorship Slot?

Doing the ads yourself will make them more effective. After all, your audience turns up to hear you.

You can do the ad during your recording, or you can record and mix one separately and stitch it into the finished episode. Let’s talk a bit about both approaches.

Sponsorship Slots as Part of Your Content

Here, you’ll talk about a product or service while recording your episode.

Pros

1. Minimal interruption to your content. When done well, these are really just another aspect of your content offering and can blend in seamlessly.
2. Minimal editing and production – you don’t need to add any segments in the editing phase.

Cons

1. Can be difficult to transition to during a podcast interview.
2. Can be more difficult for the inexperienced presenter to “get right” first time.

Pre-Producing Your Podcast Ad

The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. Or, use a dynamic ad insertion tool to place it there.

Pros

1. You don’t need to think or worry about doing your ad reads during the recording session. This lets you focus entirely on your episode topic.
2. You can take a bit more time to craft your ad and feel like the finished product sounds just right.
3. Pre-recorded ads are easier to run a ‘Mid-Roll’ ad during a podcast interview.

Cons

1. This type of ad – although delivered by you – can still be seen as an interruption by some of your listeners.
2. If you’re playing the same one on every episode, it can train your listeners to hit the skip button.
3. It can begin to grate on those bingeing through your back catalogue.

Podcast Sponsorship Best Practices

If you plan on using podcast sponsorship in your content, there are a few things to be aware of, either to optimise your efforts or to keep you out of trouble.

Declare Them

If you’re taking money to advertise anything, you must make that clear to your listeners. A quick “thanks to Jim’s Underpants Emporium for sponsoring this content” will do the trick. Adverts need to be clearly marked as such, and not sound like you just so happen to be waxing lyrical about Jim’s Y-fronts as part of your episode.

Create Special Links

A tool like Pretty Links is a great way to send your listeners to your sponsors. Here, you can make memorable links that are easy to read and remember. You can also track the clicks to measure the effectiveness of your ads, too.

Some sponsors will even create discount coupon codes, which also help track effectiveness.

Create a Space

Another good practice is to send your listeners to a bespoke landing page. This page would contain all the info about your Call to Action, as well as any discounts or special offers. Having a page like this makes it easier to track engagement, and encourage more conversions and sales, too.

Sponsoring Fiction Podcasts

What if you run a fiction podcast or audio drama? You might think this would make it harder to run podcast sponsorship. But some of the best sponsor collaborations I’ve heard have come via storytelling shows.

In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) you’ll hear some outstanding examples of their Bruno Mattress commercials. Check out the opening few minutes in Season 2, episodes 2, 3, and 4.

How Much Does Podcast Sponsorship Pay?

There’s certainly no one-size-fits-all answer here and lots of variables to consider.

There’s the “CPM model” (or cost per thousand listeners), a method of measuring advertising based on audience numbers.

Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episode’s release.

CPM can work well for podcasts with thousands of downloads, but many have much smaller audiences.

A smaller audience doesn’t make it any less valuable, though. In fact, the opposite can be true, the more hyper-targeted it is.

Imagine you ran a podcast about building rockets capable of flying humans to Mars, and you only had one listener – but that listener was the director of NASA. How much could you charge for an ad slot on that show? Basically, you could name your price.

A very niche show with around 200 listeners might charge $150 per episode, whilst a podcast with 5000 listeners based around a much more general topic might struggle to get a better deal than $20 CPM.

The good news is that if you own your podcast – as most do – then it’s entirely up to you what you charge. That doesn’t necessarily mean someone will be willing to pay it. However, it does mean that there’s no need to run ads if you’re unhappy with the amount they offer.

Affiliate “Sponsorship”

Another model of podcast sponsorship is the affiliate commission route. Here, you run ads in the same manner as above. Instead of being paid per episode or 1000 downloads, payment is based on how many people actually buy the product or service.

Many early-stage podcasters take this route because it can be difficult to negotiate a good deal with a brand-new show and a fledgling audience.

The downside is that there’s no guarantee of any commission at all. On the flip side, there’s no cap on what you could potentially earn if your ads resonate with your audience.

You usually don’t need permission to sign up for affiliate schemes either, so you can run ads on your podcast from episode one if you want to. Check out our post on affiliates for podcasters where you can choose “sponsors” based on your content, your audience, and which ones are a good fit for both.

Dynamic Ads

Some media hosts and agencies can set you up to run ‘dynamic’ ads on your podcast. This means you can earn from running ever-updating radio-style ads on all your episodes.

An argument for this could be that any ‘baked-in’ ads you ran 100 episodes ago or five years ago are still being played in your back catalogue, but you’re no longer earning from them.

Whilst this is true, the rates in dynamic advertising are pretty low. I’ve seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads.

On top of that, the ads risk being irrelevant to your audience, breaking up your content in a jarring manner, and generally annoying your listeners.

As a side note, the fact that non-dynamic, ‘baked-in’ ads continue to play in your back catalogue “forever” can be sold as a benefit to potential sponsors.

Some hosting providers have dynamic ad tools that enable you to create your own, so you don’t need a third-party agency to run and play them for you, either.

Downsides of Podcast Sponsorship

Things change the minute there’s money involved. And your podcast is no exception.

If you’re taking payment from anyone, you have an obligation to them. They’re paying you for a service, and you need to deliver and try to keep them happy.

Up until now, if your podcast has been a hobby, you might’ve been able to miss the odd week if you were too busy, or just didn’t feel like hitting record.

That changes when someone has paid to advertise on your show, though, especially if those ads are time-sensitive.

Additionally, you have a duty to your audience. You’ve slowly built up a level of trust with them. What if they begin to question whether your latest episode was only released because you were getting paid to run an ad?

Take this all into consideration before deciding for sure that you want to go down the podcast sponsorship route. Remember, too, that if you’re looking to earn from your content but don’t like the idea of running ads, then other podcast monetisation avenues are available.

Podcast Sponsorship: Next Steps

1. Planning to approach a business about sponsoring your podcast? Use our How to Sponsor a Podcast guide to create your pitch.
2. Create a Media Kit for your show. Consider creating an audio trailer to present your work succinctly.
3. Not fully bought into the sponsorship route, but want to explore monetisation? There are other options available.

Finally, if you’d like to find a podcast sponsor right now, then fill out this short form to get the ball rolling!