Seth Resler
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By: Seth Resler
Jacobs Media Strategies
I spent this week surrounded by thousands of podcasters at the Podcast Movement conference in Anaheim. This year, Jacobs Media hosted a day full of sessions geared towards radio broadcasters: “Broadcasters Meet Podcasters.” It was great to see so many of our brethren show interest in the medium; two years ago I complained that hardly any radio broadcasters were present at the conference.
For radio stations looking to launch their first podcast, I’ve put together a guide. And if you’re still trying to come up with a concept for a show, here are some ideas.
But if you’ve recorded your first episode, you’re now ready to upload the audio file to a hosting company and submit your to directories around the web to ensure that listeners can find it.
Here’s how it works:
Hosts and Directories
You create create your episode as an MP3 audio file. Just as the files for your website live on a hosting platform like GoDaddy, your audio files will live on a podcast hosting platform like AudioBoom, Art19, Blubrry, Libsyn, Omny Studio, Spreaker, etc. (I don’t recommend SoundCloud.) Of course, people don’t go to GoDaddy to access your website files; they use a browser like Chrome, Firefox, or Safari. By the same token, people don’t go to your hosting company to access your audio file; they use an app like Apple Podcasts, iTunes, PocketCasts, Overcast, etc. How do you get your audio file from your host into the thse apps? Through directories.
Your Podcast’s RSS Feed
When you first set up your podcast hosting company, you will be provided with an RSS feed. Think of this feed as a pipe. When you upload a new audio file to your host, it will be pushed down the pipe. Now you need to hook your pipe up to the directories so it goes to the right places.
When submitting your RSS feed to the different directories, it’s best to already have at least one audio file uploaded to your hosting service. Because it can take several days for a directory to approve the submission of your RSS feed, I recommend creating a short (less than 60 seconds) teaser instead of sing your first episode.
Once the feed has been approved by all of the directories, then you can publish your first episode and it will appear everywhere almost immediately. Using a teaser for the RSS submissions makes it much easier to coordinate the timing of your marketing efforts around the first episode of your podcast.
There are more podcast directories than just those listed below, but here are the major ones that you will want to submit to:
1. iTunes
Approximately two thirds of all podcast listening happens on iOS devices. This is primarily because Apple began shipping iPhones with a pre-installed Podcasts app with the introduction of iOS8 in 2014. If you only submit your podcast to one directory, it should be iTunes.
2. Google Play Music
According to this year’s Techsurvey13, 28% of North Americans have listened to a podcast in the last month, while 48% have never listened to a podcast. Many of us in the podcasting space believe that podcast listening will see a huge jump when Google fully embraces the medium and starts shipping Android phones with a pre-installed podcasts app like Apple does. Unfortunately, there’s no telling when that may happen.
There was a glimmer of hope last year when Google incorporated podcasts into their Google Play Music app. While this app isn’t responsible for anywhere near the amount of listening as the Apple Podcasts app, you’ll want your podcast in it just in case Google suddenly decides to embrace podcasting.
3. Stitcher
When the Stitcher mobile app was acquired by Scripps in 2016, it was the second largest source of podcast listening behind Apple — though it was a very very very distant second. Take a few minutes to submit your RSS feed to the Stitcher directory.
4. TuneIn
TuneIn’s bread and butter is streaming radio, not podcasts. But it’s the default app for the audio on the Amazon Echo, so if your listeners say “Alexa, play the WKRP podcast,” you’ll increase the chances of it being found if you’ve submitted your RSS feed to the TuneIn directory.
5. iHeartRadio
iHeartMedia got serious about podcasting when they hired Chris Peterson, a smart guy with experience at The Blaze, TuneIn, and in terrestrial radio. Chris, who was on our Executive Roundtable panel at this year’s Podcast Movement conference, is leading an effort to turn iHeartRadio into a directory that provides podcasters with analytics.
6. Spotify
Spotify has quietly been making moves that suggest it wants to become a player in the podcasting space. At the moment, submission to the Spotify directory doesn’t guarantee that you’ll get into the app, but it’s worth a try. Plus, you’ll want to be there if and when they do fully embrace podcasting.
Ask Spotify to consider your podcast here.
Also: Post a Direct Link to Your RSS Feed
It’s also wise to include a direct link to your podcast’s RSS feed on your website. This allows experienced podcast listeners to manually subscribe in the podcast app of their choice or in any other manner they choose.
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