How Publishers Can Successfully Promote Their Podcast – An Overview of All Measures

A new news podcast launches – but the listener numbers fail to follow. This is especially frustrating for local newspapers, where the target audience actually exists. So how can you ensure your podcast is heard? Here’s a compact overview of the most important organic and paid measures:

1. Increase Visibility on Your Website

The website is often the first touchpoint for your future listeners. Embed the podcast player prominently on your homepage, place the player on article and category overview pages to increase reach – or create a dedicated podcast section.

Example: The Hessisch Niedersächsische Allgemeine (HNA) integrates their podcast visibly on their homepage using a web player.

---

2. Use Newsletters as Traffic Boosters

Integrate the podcast regularly into your email newsletter. Loyal readers are the perfect target audience!

Tip: Adding a podcast link to the email signatures of editorial and service teams also boosts reach. 

---

3. Generate Attention on Social Media

Publish teaser clips, stories/reels, or audiograms on Facebook & Instagram. A consistent design and direct links to the episodes are a must.(Pssst... Even with a small budget, local Facebook/Instagram campaigns can be run – using geo- and interest-based targeting – to quickly achieve greater reach for the podcast.)

Example: A short highlight video can spark curiosity on Instagram. Tools like Headliner help transform podcasts into social media assets.

---

4. Use Print as a Classic Reach Driver

Utilize your newspaper or print products to tease your podcast – perfect for readers who are less digitally savvy.

Example: Include an info box in your weekend edition:"Listen to our daily news podcast. Scan the QR code now!"

---

5. Podcast Discovery – Paid Promotion

Especially at the beginning, every podcast needs a little push – after all, how would readers know about it otherwise, particularly those in your region who don't read your newspaper or subscribe to your newsletter?

Example: Campaigns on podcast platforms like radio.net can be set up easily and affordably, targeting local audiences and directly boosting your podcast’s reach and growth.

---

6. Publish on All Podcast Platforms

Make sure your podcast is listed on Spotify, Apple, Google, and others. A clear title, a strong description, and an eye-catching cover are crucial.

Tip: Regularly ask listeners to leave ratings and subscriptions – this improves visibility in the rankings.

Conclusion:

If you’re launching a news podcast, think about promotion right from the start. Get all responsible teams involved, think outside the box, and connect your podcast with print, social media, and maybe a little budget. 😉