Overview

The session focused on the significance of organic marketing for podcast growth, emphasizing strategies that don't rely on paid ads. Odile Beniflah, head of US for Aucha, highlighted the importance of organic marketing, which includes valuable content, social media, email marketing, and community relationships.

Joni Deutsch from the Podglomerate stressed that organic marketing is accessible to all podcasters, regardless of their budget, and can yield high returns if approached strategically.

Lauren Pasell, founder and CEO of Tink, pointed out that organic marketing often results in more genuine and engaged listeners compared to paid ads, which can sometimes attract non-genuine downloads.

Pierre Bouvard, Chief Insight Officer at Cumulus Westwood One, recommended focusing on improving the quality of the podcast itself to encourage word-of-mouth recommendations.

The panelists also discussed various organic growth tactics, such as leveraging email signatures, co-marketing partnerships, and ensuring the podcast is available on multiple platforms. They concluded that while paid ads can be beneficial, a well-executed organic strategy can be equally effective.

Core Concepts

Organic Marketing Strategies

Organic marketing involves using non-paid methods to drive traffic, engagement, and brand awareness. This approach is particularly valuable for podcasters who may not have large marketing budgets.

Key Points:

• Focus on creating valuable content that naturally attracts and retains an audience

• Utilize social media, email marketing, and community relationships to build a loyal listener base

• Organic marketing can be more sustainable and effective in the long run compared to paid advertising

Examples:

• A podcaster might use social media platforms to share engaging content and interact with their audience, fostering a sense of community and loyalty

• Email newsletters can keep listeners informed about new episodes and other updates, encouraging regular engagement

Quotes:

Organic marketing takes time, but you're getting in front of the right people. That takes time. They're gonna, those right people are gonna become your number one fan. - Lauren Pasell

The beauty of it is that the barrier to access it and the entry is so low, but the dividends and the results and the success can be so high depending on how you approach it. - Joni Deutsch

Importance of Quality Content

Creating high-quality content is the foundation of any successful podcast. Without engaging and valuable content, marketing efforts are unlikely to yield significant results.

Key Points:

• High-quality content is more likely to be recommended by listeners, which is a primary driver of organic growth

• Podcasters should continuously seek feedback and make improvements to their shows

• Audience research can provide valuable insights into what listeners enjoy and what can be improved

Examples:

• Conducting listener surveys or focus groups to gather feedback on what aspects of the podcast are most appreciated

• Regularly reviewing and refining the content based on listener feedback and industry trends

Quotes:

Before you even think about marketing, make your show better. - Pierre Bouvard

If this podcast went away, what is the one thing that you would miss? And that gives you clues as to what you should be promoting. - Pierre Bouvard

Creative and Strategic Promotion

Effective promotion requires creativity and strategic thinking. Traditional methods like cross-promos are useful, but thinking outside the box can yield better results.

Key Points:

• Utilize email signatures to promote your podcast in every email you send

• Plan content around seasonal themes and holidays to take advantage of natural audience interest

• Co-marketing partnerships can provide mutual benefits and expand reach without additional costs

Examples:

• A podcaster might collaborate with a media outlet to create content that is then distributed through the outlet's channels, reaching a broader audience

• Using email signatures to include podcast artwork and a link to the show, ensuring every email sent is a promotional opportunity

Quotes:

Make sure your podcast is readily available online and across various platforms." - Joni Deutsch

"Pitching yourself to podcast newsletters and apps can significantly boost your visibility among podcast listeners. - Lauren Pasell

Conclusion

Organic marketing strategies are essential for podcasters looking to grow their audience without relying on paid advertising. By focusing on creating high-quality content, understanding their audience, and employing creative and strategic promotion methods, podcasters can achieve sustainable growth. Tools like Rephonic and optimizing for search engines can further enhance discoverability. Ultimately, the key to success lies in continuously improving content and leveraging available resources effectively.

Food for Thought

• How can you leverage your existing resources and platforms to enhance your podcast's visibility

• What creative approaches can you take to promote your podcast without relying on traditional methods

• How can you better understand and engage with your audience to ensure your content meets their needs and preferences

Reference Tools, Platforms, and Resources

1. Rephonic: A tool for finding podcast audience matches and potential collaboration opportunities

2. Podnews: A website providing a comprehensive list of popular podcast apps and platforms

3. Tom Webster's Book: "A Little Guide to Building a Big Podcast" offers valuable insights and questions for audience research

4. Email Newsletters: Tools like Mailchimp or Substack for creating and managing email newsletters to keep your audience engaged

5. SEO Optimization: Tools like Google Keyword Planner or Ahrefs for optimizing podcast titles and descriptions for search engines