One of the first things you’re going to need to sort out for a successful podcast marketing strategy is knowing how to distribute your podcast.

It’s about placing your show where it gets noticed. Think of it as a product that you need to get out to the widest footfall of ideal customers, efficiently.

I’m here to show you exactly how to do that, step by step.

How you’ll distribute your podcast

How to distribute a podcast

Podcast distribution isn’t just about tossing your episodes into the digital ether and hoping for the best. It’s a vital piece of the puzzle when it comes to having ideal listeners discover your podcast.

Think of it as setting up an exciting new line of products in a bustling digital metropolis where your audience lives, works, and plays every day.

But like in that metaphorical high street, they’re not automatically going to know you exist.

The titans of the podcast platforms—Apple Podcasts, Spotify, Amazon Music, and the fresh face, YouTube Music—these are your Times Squares and Piccadilly Circuses. And you absolutely want to sort out having your ‘concession stands’ in these ‘stores’.

Yet, the cityscape is vast, with hidden gems like Pocket Casts and Overcast lurking in the alleyways, ready to give your podcast a cozy little independent corner store that’s willing to stock your goods on its shelves.

Your RSS Feed’s biggest job – updating your ‘customers’

Staying with this retail analogy for a second – your RSS feed is like the shopping mall tannoy, letting would be customers know that your product is in stock and on the shelves.

It’s sharing the details of the item too, mentioning every episode, topic, and artwork that defines your brand in that moment.

Title and Keywords - the RSS secret sauce

Choosing a title can be a bit tricky, and easy to get wrong!

Take “Big Cheese,” a former consulting client’s podcast which was all about exploring lunar mysteries, not dairy delights.

He thought he was being ‘cute’, but his listening numbers were far short of being so.

Instead he was repelling the very listeners he was looking to serve.

It’s a classic misstep.

He isn’t the first to make that mistake and he won’t be the last either.

Your title and description should be as descriptive and as clear as possible, drawing listeners in with the promise of solutions and answers—using keywords that echo their deepest interests.

Podcast ‘packaging’

It’s not exactly news if I tell you that your podcast has a lot of competition.

And I mean, a lot!

Not quite the four and a half million the industry press tends to suggest. They’re counting the headline number of podcasts ever submitted, which includes a few million dead shows. But even so, there are literally hundreds if not thousands of other podcasts that will be talking about the same topic you’ve decided to.

So quality and intrigue is key to your podcast’s chances of attracting ideal listeners. You’ll need to think about decent alluring artwork, a compelling title, and an engaging trailer.

Choosing a podcast hosting provider to create your RSS feed

I did write an entire article about RSS feeds which also covered the complex subject of choosing a podcast hosting company.

But in short, selecting a hosting platform is like choosing the warehouse your product is made in.

Reliability, innovation, and support are what separate the best from the worst.

Platforms like Captivate stand out for their innovation, but there are a bunch of podcast hosting companies out there to choose from. Do your research and pick whichever one makes sense for you.

The actual distribution

With your podcast host now set up, distribution becomes a matter of sending the product to the ‘stores’.

This is achieved by clicking publish on your new episodes within your podcast hosting company’s dashboard.

The platforms will then be updated on your new ‘offers’ and display them in front of their gathered ‘customers’.

An image of a podcast themed shopping mall illustrating how to distribute a podcast

Widest possible availability

In podcasting, limiting your reach due to personal vendettas against individual platforms is just like removing a top selling product from the shelves of a store just because you don’t like how the manager runs it.

If you want to keep your podcast out of Spotify or Apple Podcasts, then that’s your right. But it’s a dumb move. Your podcast needs to be in as many locations as possible, reaching listeners wherever they may find you.

So there we are, that is how to distribute your podcast and get the best from your RSS feed.

I hope that helps!


Need help with figuring out your podcast's distribution? Let me know!