A friend and fellow podcaster posed a question recently to me regarding the top issues that a podcast audit should include. This question brought to mind the fact that there are many nonprofit and for profit leaders now doing podcasts.
When I started my professional career decades ago, there was no such vehicle to promote your cause. Today, hosting a podcast is one of many marketing and information-sharing tools used by professionals worldwide.
Some reports state that there are more than 6 million podcasts, with more than 546 million listeners worldwide. Podcasts, whether they're audio only or video are becoming increasingly popular and competition for listeners is high.
So, knowing the stats that include the number of listeners and the type of content that your audience is interested in can mean the difference between attracting business and just hanging out with the cool kids at the podcast table.
So what should you watch for when conducting a comprehensive audit of your podcast?
First, the audit should assess various aspects of your podcast's performance and identify areas for improvement.
Content
Re-evaluate your target audience and ask yourself has it shifted? Are you still reaching the right people?
Analyze your content strategy. Are you consistently delivering valuable content that resonates with your audience? Are you sticking to a consistent format and schedule? I can't tell you how many podcasts I have followed, who drop off the face of the earth after a few episodes. It takes time and CONSISTENCY to build up your audience, so stick with it!
Review your episode titles. Are they compelling and accurately reflect the content and do they include relevant keywords for discoverability?
If you have an interview-style podcast with guests, are there show notes or a transcript of the conversation, including links to your guests websites or relevant information about them? And were your guests engaging and did they add value to the conversation?
Evaluate the sound and look of the podcast. Recently I had to have my tech editor to adjust the sound on a few episodes that made me should like I was in a tunnel.
Do you leave the listeners with a "call to action?" Such as going to your website, subscribing or responding to a question posed in the episode, if so do you get any responses? I must admit that I often forget to do this, but I friend told me to tape a note as a reminder when I'm writing my script (by the way in case you didn't know, every blog I write is turned into a podcast later). You could also add a standard call to action to the opening or close of your podcast.
Performance Metrics:
Track your download numbers over time. Are they increasing, decreasing, or plateauing? Analyze download patterns (e.g., which episodes perform best, which days have the highest downloads).
Track the completion rate and average listening time. What percentage of listeners are completing each episode? A low completion rate might indicate issues with content length, engagement, or audio quality. How long are listeners spending with each episode? This metric provides insights into listener engagement.
Are you gaining new subscribers? What's your subscriber retention rate?
What are your reviews and ratings on different platforms. Positive reviews can boost your visibility and attract new listeners. Negative reviews offer valuable feedback.
Review Social Media Engagement related to your podcast. Are people sharing your episodes? Are you actively promoting your podcast on social media and are you driving traffic to your website or to your nonprofit or for profit business. When sharing on social media are you including hashtags to attract your target audience?
By conducting a thorough audit across these areas, you can gain valuable insights into your podcast's strengths and weaknesses, allowing you to make data-driven decisions to improve its performance and achieve your goals.
Most importantly, have fun! Whether it's brings in more business, partners or supporters. A consistent and interesting podcast is a great way to expand your reach and build your reputation. Check out my podcast, Motivational Muse by Kimberly B. Lewis here:
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