Do you help listeners find your show?

We revealed the 2022 nominations for the British Podcast Awards, powered by Audible, on Monday, at a really fun party in East London (pics here). It’s always great to be exposed to a raft of new shows, or be reminded of podcasts I haven’t got round to yet.

The Awards has always been about discovery, and a third of our nominees this year are independent shows, not backed by big businesses – which is a huge proportion of new voices that can get lost in the chatter about the latest Spotify signing or big BBC Sounds release.

Do check them out and find your next favourite show!

The lead up to the British Podcast Awards nominations announcement is a busy time. Not only do we reveal the nominations, but a lot of tweets and Instagram posts get fired, event tickets go on sale, we open the Listeners’ Choice public vote and we send emails to all of the nominees about the processes.

Once we get the judges decisions (and there are 130 of those) we have a very big spreadsheet that lists all of the nominees, the contact names, the social handles, the podfollow links plus copies of all the artwork. This year the effort increased as there were 230 nominees, as we’ve expanded the shortlist to 10 for most categories.

Much of this data comes from the submissions, as it’s all things that we ask for. We don’t necessarily get it though. So we go through finding missing links, finding higher-res artwork (or newer artwork if the podcast’s had a refresh), searching for social handles and trying to have the right thing for every nominee.

We try and do all of these things as the purpose of the Awards is to aid discovery, so we want to position all of our shows in the best light. The other reason we do it is otherwise we gets loads of emails asking why we hadn’t including something, or that a link doesn’t work. When you submit an entry you aren’t necessarily thinking about how the nomination social videos are going to look and whether it’s going to tag the right people. Naturally, you’re just worried about making it by the deadline!

What it does mean is that I’m doing a lot of searching for our shows to find (or check) all the bits I need. Now, of course, I need these things for a reason, but then so do lots of other people who might want to contact your show and offer you a great opportunity! So, if you have a podcast, or even a radio show, here’s a few suggestions.

Firstly. Get a website. And make sure the right things are on it.

It’s amazing how many shows don’t have a website. A website can answer nearly all the questions that someone would ask.

What should it include? Firstly an About page that describes your show in a paragraph or two. It should list who your hosts are – their real names rather than their in-show nicknames – and links to their social media. Bonus points for their email address.

Next up a Contact page, ideally with an email address rather than just a contact form. I’ve tried forms that don’t work (no one ever re-checks them) and then there’s no way to get in touch. Yes, you might get some spam, but we all get spam. I’m sure you can deal with it.

Somewhere between an About and a Contact page do you have something that describes how you can advertise, or suggest a story, or just outline what you want to hear about?

Geoff Lloyd on his late night radio show used to have a list of 101 topics that listeners could always call in on. Thank you Wayback machine. It’s a great invitation to get involved.

Next, an audio player with your latest episodes. I want to be able to hear your podcast. Also please have links to all the main destinations – Apple, Spotify etc – as well as a link to your RSS feed. Any podcaster that doesn’t use one of the main apps will like to be able to easily grab this.

I’m amazed how many people get in touch with us across all of our Awards saying their show isn’t in Apple Podcasts. It should be. Having a link to all the destinations is a great way to check you’re actually there too.

Finally, do you have a press section, or something that could be used as a press section? As well as bio details, are there some good downloadable pictures of your team and show artwork? Do you have stats about your downloads? Do you list notable moments?

If someone wanted to write about you, could they get enough information on their own from your site? If someone’s writing a Top 10 Comedy Podcasts feature they’re not going to get in touch with you, but they could include you if they can have access to enough information there and then.

Do you have a credits page for your team? If you have one, do you show any love to your producer or editor?

It isn’t just small shows that don’t have this information, some of the biggest shows in the country have no way to get in touch with them.

Secondly, social media. You should have an account for your show on all the main platforms, even if you don’t update it.

Huh? Social media is many people’s search engine. If they’re looking for someone they use the one that they use – Twitter, Instagram, TikTok. It might not, of course, be the one that you use.

“We don’t use Twitter” (or similar) isn’t a suitable response. It’s fine if you only like Instagram, but still create a Twitter profile with a decent name, a decent handle, the right imagery (probably your Apple Podcasts square imagery) and use the bio to make people know it’s the right profile for you. Also use the link to link to your website. Then do a tweet with how to listen and pin it to the profile.

If you want to be cleverer, then there are services that can autopost new episodes etc.

If you mainly use personal social accounts, still make a show account and link out to the profiles of your hosts etc. But include all the important details.

Lots of people ask how can they get more people to listen to their show – well, make it findable and listenable is the first job. Then you can use that base to reach out to people. Just think how much time you research a new purchase, reading reviews, checking out prices etc. All without talking to someone.

If someone’s been recommended your show, they need to find it. They may not just do this on a podcast app. In fact you want them to do a web search so they can find out more about you and your show, so when they hit play they already feel some connection.

A podcast, or radio show, is a mini-brand, so you need to treat it like one.

If podcasting is a part of your job and you want some more tips like the above, then you should come to Grow, the British Podcast Awards’ one-day conference to help your podcast, er grow. Meet people from Apple, Spotify, Acast, Audioboom and the BBC and get tips on growing awareness and audience. It’s just £50+VAT per ticket.


On the Media Podcast this week I do a great deep dive with Nick Wallis. Nick’s been at the forefront of the Post Office Horizon Scandal, he talks about that process and his recent sojourn to the US to cover the Depp/Heard court case. A really interesting take on journalism today. Listen here.

The brilliant photos for the Awards nominations were taken by Daria Agafanova, who until recently lived in Mariupol, Ukraine and has now found herself in London. So if you’ve thought recently “what can I do to help Ukrainians” well, it’s a small thing, but if you need a photographer, give Daria a buzz!

How a website might be the most important thing you’re not doing