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How to Build a Podcast Following

In the rapidly expanding world of podcasting, creating a show is only half the battle. The other half involves building a dedicated audience. To do this, you need to gain both free and paid traction.

iphone ear pods on a table

Building Free Traction

Consistent and High-Quality Content: A consistent schedule and high-quality content are the backbone of any successful podcast. Whether you choose to release episodes weekly or monthly, consistency helps retain listeners. Meanwhile, focusing on audio quality, engaging topics, and thought-provoking conversations will hook your audience and keep them coming back for more.

Search Engine Optimization (SEO): SEO isn't just for websites. Optimizing your podcast for search engines can help attract a larger audience. Use relevant keywords in your titles and descriptions, provide detailed show notes, and include transcripts if possible. This can make your podcast more discoverable to potential listeners.

Social Media Promotion: Social media platforms offer a free and effective way to promote your podcast. Create engaging posts, utilize relevant hashtags, and interact with your audience to increase your visibility. Tailor your strategy to each platform. For example, share short audio snippets on Instagram and engage in relevant conversations on Twitter.

Networking and Collaborations: Partnering with other podcasters or influential figures can expose your podcast to new audiences. Collaborations can range from guest appearances to shout-outs. Additionally, networking at industry events or joining online podcast communities can also provide valuable opportunities for exposure and growth.

Building Paid Traction

Advertising Your Podcast: Paid advertising, on platforms such as Facebook Ads or Google Ads, can help grow your audience quickly. When creating ads, target them towards your ideal listeners and highlight what makes your podcast unique to attract potential subscribers.

Sponsored Partnerships: Aligning with a brand that resonates with your audience can mutually increase exposure. Ensure any sponsored content remains relevant and valuable to your listeners to maintain trust and authenticity.

Offering Premium Content: Offering premium content can not only generate revenue but also attract a dedicated listener base. Consider offering perks such as ad-free episodes, early access to new episodes, or exclusive bonus content.

Diversifying Content: Diversifying your content can also help grow your audience. Platforms like Gesso allow podcasters to transform their content into immersive audio walking tours.


Gesso is an audio storytelling platform for creators of all backgrounds. Create an account and publish your own audio walking tours in any city. It’s as easy as dropping pins on a map.


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