but how do you know your pod is working?
evaluating pod success
The end of Q3 is upon us, and we’re prepping next year’s budgets—so I know you probably are, too. So how do you talk about your podcast (or any content program) to get that sweet, sweet buy-in for ‘25? We’ve got a few things for you to think about (and a special invite).
—Rachel Elsts Downey, Founder & CEO, Share Your Genius
📊 Measuring ROI with Pod Metrics
We already know you’re familiar with the importance of analytics in driving growth and optimization. But how are you evaluating your podcast's success beyond the download? Especially when 99 times out of 100, your podcast is not a performance marketing play.
If you're only tracking downloads, you're missing the bigger (and better) picture.
When done right, branded podcasts boost brand perception by 85%. But it's not just about the numbers—it's about building meaningful connections. We’re talking raving fans.
So here's how we think about podcast performance to reflect that bigger picture impact within your marketing strategy:
🎯 Two Critical Roles for Every Podcast
Your podcast serves as:
A Channel to reach your target audience.
A Content Engine to fuel engagement and distribute across platforms.
Understanding this dual purpose allows you to evaluate success beyond the downloads. Whether you're repurposing podcast content on LinkedIn, YouTube, email, and beyond, your show becomes a cornerstone for deeper engagement.
Check out our 3-question framework for evaluating your podcast content here.
📈 3 Metrics to Track
Here’s our (genius) framework for tracking your podcast’s success:
1️⃣ Total Reach: Track impressions, new listeners, and downloads across platforms. Every piece of content distributed from your podcast—be it clips on LinkedIn or blogs created—counts towards your podcast's overall impact.
2️⃣ Engagement & Retention: Measure listener retention and completion rates. It’s not just about how many listen—it’s about how long they stuck around. This gives you insight into what resonates. (We’re talkin’ time spent with brand—this is huge.)
3️⃣ Episode Performance: Which episodes are driving the most engagement? Platform-specific data like Apple’s consumption rates help refine content strategy. In other words, are the messages you want to get out resonating?
So, take that data and the trends over time to adapt your show and distribution strategy. Your marketing goals (and gods) will thank you later.
✨ Genius Musings
A collection of helpful resources, events, and other content highlighting what we’re paying attention to currently.
😎Cool event alert 😎 Now that you’ve gotten the tea on our POV of podcast success metrics, you might want to join us for an invite-only virtual call with Devin Bramhall. She’s going to drop some words of wisdom about how to get buy-in from your leadership team on your (successful) content programs. Email our partnerships gal, Katie to get the invite (but if you’re a client, you’ll be getting that invite shortly from your Strat Lead).
📊 Need more metrics to fuel a podcast review and inform your next moves? Here are our B2B Podcast Metrics Benchmarks — over 300 shows of data consolidated for you to see how you stack up.
📹 You’ve probably noticed how LinkedIn’s video feed is popping off (our own Rachel Elsts Downey garnered 600k+ views for the first time, thanks for the video feed). Here’s what you need to know about the new(ish) features that are rolling out across users' feeds.
🎧 Podcast ads generate nearly the same level of attentiveness as TV ads. And 24% of listeners never or rarely skip ads. So even if you’re not sponsored by BetterHelp (yet), think about adding an ad for your own services, products, or other content in your podcast.
🔦 Content Spotlight: Off the VPN
From the desk of our marketing gal, Off the VPN comes as this month’s content rec.
We’re talking how to become the bffs of your audience—tech career-style. (Well, the hosts, Jasmine and Allison from Jellyfish are Katie’s new bffs in her ears.)
Want a lesson in growing your brand and getting in front of a new, younger audience? Check it out.
