My Favorite Type of Podcast and Why It’s the Hardest to Market.
Dive into the unique allure and challenges of limited-run podcasts.
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So full disclosure, my inspiration for doing my first column for BlkPodNews.com is a bit selfish because the limited run or limited series style of podcast is easily my favorite, even though I primarily work on unscripted conversational podcasts that are ongoing.
Hi, my name is Josh and I’m the owner and operator of Brooklyn Podcasting Studio and a podcast consultant.
Some of you may have met me at this year's BPA Summer Social 2024 (which was a great time) or maybe even been to my studio. I usually don’t break the 4th wall like this but it feels rude to just start talking without any kind of introduction.
Now that we got that out of the way let’s chat about why limited-run podcasts are so tricky to market.
1. Limited Time for Growth
Unlike ongoing podcasts, which have the luxury of building an audience over time, limited run podcasts have a fixed number of episodes. This means there’s only a small window to attract listeners before the show wraps up. It’s like trying to make a big splash in a short period.
2. No New Content to Keep Listeners Engaged
Ongoing podcasts can keep listeners coming back with fresh content every week, giving plenty of chances for discovery. But once a limited series is over, there’s no more new content to keep people excited and sharing.
3. Less Time to Build a Community
Podcasts thrive on community engagement, but with a limited run show, there’s less time for listeners to feel a deep connection. The short nature of the show can make it harder to foster loyal fans who spread the word.
But, despite these hurdles, there are plenty of ways to make sure your limited run podcast gets noticed and stays relevant.
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Pre-Launch Marketing Tactics
Because you’re trying to make as big of a splash as possible within a limited time frame, what you do pre-launch to market your pod is vital. Here’s a few things you can do.
1. Create Buzz with Teasers and Trailers
This one’s obvious and is practically a must do if you’re doing a limited run podcast. A well-produced trailer can hook potential listeners by giving them a taste of what’s to come, whether it's a gripping story, unique insights, or an intriguing concept. Share these widely on social media, podcast platforms, and other podcasts in your niche.
2. Build an Email List
If anyone here is already familiar with my pod tips, you know I’m big on email lists. Start putting together a list of interested listeners before launch. You can offer something special for signing up, like behind-the-scenes content or early episode access. And an email list gives you an additional tool for engagement with your audience that’s direct and builds anticipation.
3. Cross-Promote with Other Podcasters
Find podcasts in a similar niche and swap shoutouts or trailers. This can get your show in front of the right audience quickly. You can also appear as a guest on other shows to talk about your podcast and attract their listeners.
4. Pitch to Press and Podcast Reviewers
Get your podcast in front of the media. Limited run shows often have a focused, compelling narrative, which can be a great angle for media outlets. Reach out to journalists and bloggers who cover podcasts and ask/pitch them for reviews or interviews.
Post-Release Marketing Tactics
This is the area that most independent podcasters doing limited run pods tend to neglect/overlook. Just because all the episodes are out doesn’t mean you're done marketing.
1. Use SEO to Keep Your Show Discoverable
Even after your podcast wraps, people can still discover it if it’s optimized for search engines. Make sure your show notes and episode descriptions use keywords that match what potential listeners might search for.
2. Create Bonus Content
Just because the main episodes are done doesn’t mean you can’t continue the conversation. Consider releasing behind-the-scenes material, interviews, or commentary/follow-up episodes or shorter form social media content to keep people engaged.
3. Repurpose the Podcast in Other Formats
Adapt your podcast into other formats, like blog posts, videos, or even an e-book. This can help you reach a new audience and breathe new life into your content.
4. Submit to Awards
Limited series podcasts are often great candidates for awards, especially if they have a strong narrative or investigative focus. Winning or being nominated for an award can give your podcast a second wind and attract more listeners.
Final Thoughts
Lastly, I think black audiences as a whole still aren’t aware that these types of pods even exist, how great they can be, and the many black creators creating pods in this style.
Marketing a limited run podcast as an independent requires creative thinking and lots of effort but with the right strategies, they can garner big attention and have a strong and lasting impact long after they’ve been released.
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Would LOVE to talk to you about this more! I'm working on something slowly slowly about this 👀
as a guy who is working on figuring out the fourth season of a limited run podcast this was damn near like a checklist of things to do.
loved this