5 Ways to Grow Your Podcast in 2022

Last year all of us were thrown out of our comfort zone. We were pushed into another year of a pandemic, an unpredictable work-from-home schedule, an uncertain social calendar… and yet, something good came from a year of change, too. We all grew. We became more resilient, we took the time to listen and to reflect.

And as a company, we know we couldn't have grown without you.

Here are 5 tips that will help you grow your podcast, too.

1.     Speak to the press.

Media coverage always helps and in 2021, our shows saw their best year yet! Finding Natasha reached you through ringing endorsements by The Week, The Mirror, Daily Express, Daily Record, The Guardian, Ok Magazine, FT and BBC Radio 4 and we cannot wait to see what next year brings as we continue to focus on finding new listeners across different platforms.

Our tip: Spend at least 60% of the time you spend on production on your marketing. Marketing your podcast is a big job, but trust us, the results are worth it.

2.     Submit your podcast to awards.

Official recognition gives your podcast authority on the subject. We loved working on Untold Killing with Remembering Srebrenica that won the ‘Best Commercial Partnership' and 'The Impact Award' at the ARIAS 2021. Same goes to our partner Buffer and the Built to Last podcast that was honored at the Webby Awards. Thank you for voting, we are beyond grateful for your support that allows us to make shows we genuinely love.

Our tip to you: ALWAYS submit your show to awards. It helps to keep a calendar of all the times different awards open for submission and you will never regret being recognised for your hard work!

Do you need a marketing boost for your podcast?

We can help – check out our Amplify package that will get your podcast’s audio ad on the world’s most popular shows.

3.     Be proud of your numbers but don’t focus on them.

What matters more is the community you build around your podcast. We are very proud that Conflicted has now reached over 1 million listeners worldwide, but we certainly could not have reached that number without the community we built. The community is what grew our numbers and we invested heavily into building that bond.

Our tip to you: Remember that social media is a great way to engage your existing audience but not always the best way to find a new listener. Engage the listeners you already have and they will bring you the numbers that you aspire to see in your analytics.

4.     Build trust.

The reason why most of us love podcasts is because they are very personal. The act of listening to someone through your headphones feels intimate and for people to listen to you, they need to trust you. Through our diverse slate of shows and media coverage, we have made some incredible friends in audio. In 2021, we produced podcasts with Audible, amongst many other companies, and their trust in us is the greatest compliment.

Our tip to you: Don’t be shy about showcasing what you made. The quicker people can recognise your show, the more trust they will have. Shout about your podcast from the rooftops and then let your listeners do the talking for you.

Do you want to get your message heard?

Find out more about how we work with top brands to make their podcasts and reach out now to get started on yours!

5.     Keep going!

The Edison report that just launched its UK Infinite Dial this year reported that the UK has completely caught up with the US in its listenership. This is huge news, and it means podcasting has so much potential. The industry is booming and the best thing you can do right now is to keep your podcasts going.

“41% of the UK population (16+) listens to podcasts every month - around 23m people. The data is directly comparable to the US (41%), Canada (38%) and Australia (36%)"

The Infinite Dial 2021 UK

Our tip to you: If you have a long-running show, why not split it into seasons? This will help you catch a breath and give you space to include any of your listeners’ feedback into your feed.

Thank you again for growing with us this past year, and we cannot wait to see podcasting further grow as an industry in 2022!

Want to start working with Message Heard to grow your podcast? Find out more by getting in touch today.

The Best Podcast Newsletters

Since I started in this industry nearly three years ago, podcast newsletters have been an incredible resource to help me understand the fast-moving podcast landscape.

There are a lot of options out there when it comes to deciding what to subscribe to, so we’ve created a resource to help discover and compare podcast newsletters. Whether you want to learn more about the industry, find a job or develop your craft, we’ve got a newsletter for you!

You can find a spreadsheet here which provides an at a glance look at what newsletters you should subscribe to if you are looking for: 

• Industry News and Analysis

• Job Listings

• Podcast Recommendations

• Creativity and Craft Advice 

• Career Advice

We also go into more detail below about what you can expect from each newsletter to help you decide if it is for you. 

Some housekeeping notes:

• For the sake of brevity we have opted not to include newsletters from production companies

• We have definitely missed some, please tweet us your recommendations - find us @messageheard

• And, we will update the list with new submissions and newsletters in due course! 

Podcast Industry News 

Podcasting is a nascent market, which means things move fast. Luckily, there are some really great newsletters which provide everything from daily digests to in depth analysis. 

• The Audio Insurgent - Eric Nuzum’s newsletter sits somewhere between industry analysis and advice on audio craft. Sign up for insightful thought leadership. 

• Hot Pod - In this weekly newsletter, Nick Quah and a rotating cast of contributors unpack industry news and deeper trends.

• I Hear Things - Weekly newsletter from Tom Webster covering industry trends, tech updates and audience insights. 

• Inside Podcasting - This is a handy digest of updates delivered to your inbox three times a week. A great way to stay on top of industry headlines. 

• Matt on Audio - A UK focused thought leadership newsletter by Matt Deagan, one of the founders of the British Podcast Awards. Expect a mixture of Radio and Podcast analysis. 

• Podnews - This daily newsletter edited by James Crindland is a must subscribe for anyone in the industry. It provides a daily digest that can be skimmed on busy days. 

• Sounds Profitable - This weekly newsletter is a one stop shop for updates about adtech from Bryan Barletta.

Podcast Industry Insights 

These newsletters speak to the people working or hoping to work in the industry. If you are looking to improve your craft or feel a sense of kinship with fellow podcasters, these all offer something a bit different. 

• Formats Unpacked - This isn’t technically a podcast newsletter but is a great read for anyone interested in formats and concepts. Each addition a guest contributor unpacks popular formats from across the media like and breaks down why it is successful. You can read archived additions on Drag Race, 99% Invisible, Gogglebox, Reply All and more. 

• NPR Training - This is an amazing resource for reporters, producers and audio journalists full of practical tips and clear technical guides. 

• Sound Money - In her fortnightly newsletter, Em Kwenortey anonymously interviews people in audio about their careers, money and the state of play in the industry. Subscribe for candid advice served with a side of shade.

Podcast Recommendations

• 1.5 Speed, Vulture - Nick Quah is back again. This time with his weekly recommendation newsletter for Vulture. 

• The Bello Collective - Bello do amazing things for the podcasting community, and really could have gone in any of these categories but I especially love their thoughtful, curated recommendations from wide ranging contributors. 

• Great British Podcasts - Run by the team behind the British Podcast Awards, get the best of british podcasting in your inbox each week. 

• Earbuds Collective - Each addition, a guest curates five episodes on a different theme. Recent additions have included collections on human connection, ageing, and podcasts that intersect true crime and music. 

• Hear Here - A weekly missive from The Guardian, stay on top of the latest new releases.

• Podbible - This UK based magazine also have a newsletter jammed packed with recommendations. 

• Podcast Delivery - Each newsletter they only highlight one podcast, so you know it’s a good un’.

• Podcast Gumbo - Paul Kondo writes a short but sweet newsletter each week with three recommendations. I really like the focus on episodes rather than series as it can help you discover some surprising shows!

• Podcast The Newsletter - Lauren Passel really knows her podcasts. Each week she interviews someone in the industry and shares a comprehensive list of recommendations. And all I will say about her choices: expect the unexpected. 

• Podcast Review - This weekly round-up from the LA Review of Books is always full of surprising gems. 

There you have it, our guide of podcast newsletters you should be subscribing to in 2021. If we have missed anything, please let us know - you can reach us on Twitter or email contact@messageheard.com.