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Where To Promote Your Podcast

Last year was the year podcasting exploded in popularity. In fact, 21% of Americans over the age of 12 have said they listened to a podcast in the last month, which has steadily increased year over year from the 12% share in 2008 and I only see this number continue to grow.

So have you decided to start your own podcast? Well, there are a few things to consider first – where you will host your podcast and where you will promote it. Below I have listed a few tips and lessons learned from promoting our podcast Edge of the Web, so I hope they will be of use for you!

Podcast Hosting

Before distributing to any directories, you will need to decide where you will host your podcast. Deciding your podcast hosting will depend on a lot on where you can submit your podcast as some directories have certain ties with others. For our podcast, Edge of the Web, we host with Libsyn and it is one of the more popular hosts around. A few other podcast hosting companies you can use are:

After setting up your podcast hosting, you will need to have a valid RSS feed. A lot of times when you are setting up the podcast hosting account you will miss something that will break the RSS feed. Before submitting to any directory, you will need to check to see if your RSS feed is valid. To test your RSS feed, use Cast Feed Validator to see if you made any mistakes. If you have a valid feed, then jump into your directory submission.

Side Note: Before submitting your podcast to any of the available directories, I recommend that you have more than one podcast in your RSS feed. You can submit to most of the directories with only one podcast, but for most listeners to your podcast, they will want to see more than the episode before subscribing to your show.

  • iTunes – After you have created your RSS feed, submitting your podcast to iTunes should be your first step. iTunes has one of the most popular networks of listeners for podcasters. You will first need to have an Apple ID, if you already have an iPhone, you should have an ID already. Sign in to this the iTunes Podcast connection page with your Apple ID and paste your RSS feed into the URL field and submit your show. Depending on your account, it could get approved pretty quickly or could take a couple days. Once you get accepted into iTunes, your show will appear in a lot of other different podcatchers automatically as those tools get their feeds from iTunes. Unfortunately, with iTunes, you will not get any analytics associated with your account.
  • Google Play – Google Play’s podcast network is also a high consumer base to get in front of for Android users that are tied into Google Play Music. To submit your podcast to Google Play, sign in with a Google account and follow the steps to submit your podcast. Once approved, you will be able to get a little bit of stats out of your Google Play account. There are two blue links above your list of episodes labeled “Listener Activity Report” and “Subscription” to see your reports for listens and subscribers.
  • Stitcher – Personally, Stitcher is my favorite podcast app. All of my podcast listening is done through this app. Stitcher is a free app with over 65,000 radio shows and podcasts available. To submit your podcast, you will need to sign up for Stitcher here and you will then be directed to their Partner Portal to submit your show. Your show stats are available on the Partner Portal too.
  • TuneIn – TuneIn is another free directory you can submit your podcast. To submit your podcast, you will need to fill out their form and click on the Add a Podcast button. You will not have an account with TuneIn like you will with other directories. So, if you need to update anything to your feed, you will need to go through this process again.
  • iHeartRadio – For iHeartRadio, this is where it pays to have Libsyn as your host. They have a relationship with iHeartRadio and you can set up your Libsyn account to automatically create and feed your own channel. To set this up, under the “Destinations” tab in your account, click on “Add New” and then follow the instructions to set up a iHeartRadio stream. Note: Your podcast needs to be active for more than two months within Libsyn before you are able to submit to iHeartRadio.

Paid Directories

There are also some paid directories that you can use to host your podcast or just use as another directory. While you may be hesitant to pay for some of these, you never know where your audience is listening. I would recommend trying them all out for at least one year and see what kind of stats you get from these directories before canceling. Most of these start with a free account, but you will quickly run out of space in your free account.

  • SoundCloud – SoundCloud is one of the newest directories that Edge of the Web Radio is in and with our Libsyn account, we were able to automatically sync the two together and the creation of the account was very simple through Libsyn.
  • Spreaker – Spreaker is a popular host, especially among podcasters who want to broadcast live. They have a great player that will let you do the live streaming as well as archive each episode for those who missed the live broadcast.
  • PodBean – PodBean is very similar to Spreaker as a podcast host. In our experience, there have been issues with the importing of our RSS feed in that it won’t always get the latest episodes. But still, it is a very popular host amongst podcasters.
  • Others – Spotify (Only with certain hosts, like Libsyn), Acast, AudioBoom

I am sure there are others, but these are the directories that we use at Edge Media Studios for our podcast production clients. If you have any others that I may have missed, be sure to let me know in the comments below!


© 2016 DK New Media.

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