How to find Good Podcasts to Listen to

As a podcaster, or marketer, you must understand why people listen so you can create what catches their eye and helps them make a decision. To discover what people look for when choosing a new podcast to listen to, I asked people how they find good podcasts to listen to and why they choose to listen or to pass. I received over 30 insightful responses that gave me an insight into what people look for when making a choice.

"This information is helpful for both podcasters and anyone marketing a product or service."

Being a podcaster isn’t easy. It’s a lot of work. And I don’t just mean the booking, interviewing, and editing – Trying to get people to take notice and give you a chance by listening to what you have created is time consuming and like a slow leak in a tire, can leave you feeling flat. Which is why so many podcasters quit and go onto doing something else, like social media marketing, that is less time consuming with quicker results.

Now that I have well over 100 podcast episodes, I decided to figure out why people choose to listen to some podcasts and pass others by. Yes I know, it’s a little backwards but hey – at least I finally got to researching the podcast listener market and what catches their attention. – Better late than never!

I put out a query and received over 30 responses about what catches people’s attention.

"Grab a pen and paper, you’re going to need it."

Podcasting is a growing medium and better shows are produced because more people are joining the podcasting community. The younger generations have an insatiable need for content, to learn, and to be entertained. Many in our society abhorred silence and need the noise of a conversation, music, or story to fill the void. Podcasting is one medium that helps people to multi-task by learning while running errands or doing housework.

Statista released their latest infographics about how popular podcasting is becoming and where in the world listeners are looking for something to entertain, educate, and occupy their minds.

If it's time for you to get on the podcast listener train or you need a new podcast to listen to, how do you decide which one will get the play and which one will hit the hay?

Yeah, I know that was just bad rhyming - got a better one, comment below.

Your favourite podcast player will have a library of different podcasts to listen to and will give you the cover are, title of the show, title of the episodes, and episode descriptions to help you choose the show you want to listen to. But is that all there is?

Here is what podcast listeners told me they look for when it comes time to spice things up with a new show in the playlist.

In 2021, the top five categories for podcasts were (1)

· society & culture

· business

· comedy

· health

· news & politics.

The overreaching topic of the podcast matters to listeners who want to stay up to date about what is going on in their industries, learn new things, or just be entertained. Niching your podcast based on an identifiable topic, will help podcast lovers find your show and know why they want to add it to their play lists.

Here's what people are saying:

Can Burak Chief Creative Officer at 2FRESH

I choose podcasts by subject. I'm interested in marketing, advertising, hospitality, photography, psychology, etc. genres. So, I pick podcasts accordingly.

Within the genre, I developed a taste for podcasters, over time. So, I have preferences based on podcasters.

Scott Bihorel of Columbia and Beyond

I've typically found my favorite podcasts by searching for my interests (e.g., linguistics, music) or celebrities I like (e.g., Will Ferrell, Conan O'Brien). I'll usually give a listen to the first few that pop up in the search results. If the content is engaging, informative, and/or funny, in addition to having a good production value, that's usually enough to win me over. If it's boring or has poor production and audio engineering, I'll move on to the next one.

Max from SurvivalGearShack.com.

Content that interests me is the first thing. I am not interested in any of the well-produced podcasts out there. I am not their target market, but that doesn't mean they are bad.

Evelyn Ott Tattoo Artist and Content Writer

It is never really about brand or whether the speakers themselves are famous or whatnot. No. For me, it's always the topic. It's what gets my attention when I'm scrolling through podcasts trying to find one to listen to. If the topic (headline) is not something I would want to listen to, then I'm not clicking on it.

Isaiah Henry, the CEO of Seabreeze

I tune into podcasts that are industry-specific. I like to stay on top of the latest trends, as well as gain insight into how the rest of the country is faring with the ups and downs we’ve experienced the past few years. In terms of finding the right podcasts to listen to, I definitely am open to suggestions from friends and colleagues. Some of my favorite podcasts I’ve found through word-of-mouth

James Green, Owner, Cardboard Cutouts

I first started listening to podcasts based solely on the subject matter. I would find topics I wanted to learn more about, find a podcast talking about that subject and listen to it. Through that process, I found one or two podcasts that were consistently informative, while also being entertaining, and they had intriguing guests on the podcast regularly. Many of these guests also have their own podcasts, so I would catch one or two episodes of the guests' podcasts to see if I liked them. Often times, I would end up subscribing to those podcasts as well.

Mimi Paul of Starkflow.co

I mainly choose to listen to it when it talks about topics that speak to me in other words what means something to me. As a woman who is into elegance and style, I listen to podcasts that

talks on topics related to that and have a catchy title that catches my attention.

James “Jimmy” Watts, CEO of Own The Grill

I don’t really have a particular type of podcast I’m drawn to. Instead, I listen to what is trending and spark my interest. There are so many podcasts available that I tend to stick to the more

popular options, such as Joe Rogan, as I know they’re interesting and engaging.

Choosing the name for my podcast was easy because my branding includes my last name. The company is MarketAPeel. The blog is UnPeeled. The digital magazine is APeeling. And the podcast – BrandAPeel. It just works. Routinely, my guests compliment the name of my podcast and how it led to them wanting to tell a brand story on the show.

When I thanked my dad for letting me use the family name in my branding, he just laughed. Probably because I didn’t actually ask him for permission.

When I started, I used Brand Story in every title, but soon it was apparent that wasn’t going to reflect what some of the episodes were about. So, now I try to use it when the guest is sharing their brand story and come up with an interesting and clickable title. I don’t know how many episodes or which episode is what #, but since they aren’t a series of connected stories, I don’t think it really matters.

Titles or headlines are important to blog posts, articles, news stories, and yes, podcast episodes. Though if you want to have listeners become regular listeners and maybe fans, you can’t use click-bait or a bait-n-switch approach to titling the episode. I don’t expect people to want to listen to every episode, so I try to ensure they know what it’s about in the title to help them decide which episodes they want to listen to, thereby making their experience with BrandAPeel more enjoyable.

When I asked people what caught their attention when scrolling through the millions of podcasts, some said the name:

Macy Sarbacker Executive Editor of MacyMichelle.com

I choose podcasts to listen to based on my interests and then the episode titles. A good podcast episode title can make or break my decision to listen!

Can Burak Chief Creative Officer at 2FRESH

I also prefer appealing titles from an unfamiliar podcaster. It's a great excuse to discover a new channel.

I'm subscribed to few podcasts, but if the title doesn't catch my attention, I might skip the episode. Also, I don't expect regularity from my subscriptions.

I know that podcasters spend substantial time and effort, yet in return they don't make money off their podcast. So, I have huge appreciation and respect for all good podcasters. Accordingly, I do my best to support them.

Overall, I love insightful podcasts. I love to listen to firsthand experiences. So, I rather enjoy podcasts with expert guests. Talking about real cases. With that, I appreciate a good flow and a thorough outline.

Kyle MacDonald, Director of Operations, Force by Mojio

I’m always intrigued by the titles of podcast episodes. Boring, generic titles make me think that the podcast itself is boring or generic, and that deters me from listening to it. But, if the titles are catchy, interesting, or a little out-there, that definitely influences me to give the podcast a listen. When I start listening to a new podcast, I’ll usually give two episodes a try before deciding whether or not to continue listening to the rest of it.

Deniz EFE, from FitnessEquipped.com

The episode title should summarize the subject in an engaging way and capture my attention through an additional question. This provides insight and makes it more interesting for me to find out more. A strong personal brand helps to build trust. For example, I know that the Huberman Lab Podcast will be professional and informative, while also a credible source of knowledge. Which brings me to my final point, that is to have substance throughout the episode and provide thought-provoking impulses.

Harry Morton Founder at Lower Street

A witty podcast name and an interesting title to go with.

Since listening to every single podcast you come across before choosing the right fit can be a time-consuming task, first impressions play a huge role. Podcasts with a witty or well-thought-out name are definitely eye-catching, especially when they accurately reflect what the brand is all about. Keeping in line with this theme, the title of the podcast episode is just as important since it should give you a good idea about what you're about to listen to, without being too verbose.

Vishal Dave, Content Writer at Meetanshi.com

Graphics can indeed contribute to how listeners perceive the podcast at first sight. Yet, it is not the most important factor for me when creating my podcast playlist. I shortlist the podcasts based on title, graphics, and host/anchor and listen to an intro of each of them to find it whether they are easy to understand and good for me or not. Audio quality is also an important thing I consider while creating the playlist.

SEO is alive and kicking even in the world of podcast titles, so keyword searches and double checking that the headline in your favourite ranking tool is an important step because 73% of podcast listeners find podcasts by searching the internet (2)

Social media posts and recommendations from friends and family are also popular ways of discovering podcasts. Perhaps surprisingly, only 45% say they use the iTunes store to find new podcasts. (2)

Ever listened to a podcast where the host asks you to give them a review on apple podcasts or podchaser? It’s because we know that reviews will encourage others to listen and attract amazing guests to the show. We put so much work into producing each episode, an episode can take up to 5 hours to produce, and we are usually working alone, so a review is our reward for a job well done. Especially, for those of us who are not getting paid through advertising, sponsorships, or subscriptions. It takes a lot of effort and time to get a podcast to the point where it makes money, even if we use it as a sales lead gen. Reviews, referrals, recommendations, and social media shares help a good podcasts to grow. The following people concur.

Shameless plug: If you like BrandAPeel please write a review on Apple or Podchaser.

Kristen Bolig: Founder @ SecurityNerd

The majority of the time, I’ll start listening to a podcast because it’s been recommended to me. Either one of my friends or colleagues will tell me I should listen to a certain podcast, or an influencer I follow on social media will post about it. When I get recommended a podcast, I know that there is a very high likelihood that I will actually enjoy it because those who tell me to listen to it know what I like (or the influencers I follow have similar tastes as me).

Lindsey Allard CEO & Co-Founder of PlaybookU

Good reviews from others helps. That’s usually the biggest reason why I check out a podcast or follow the show on my favorite streaming platform. I don’t need an interesting episode title or anything like that. I just need to be referred it by others, come across it in a top podcast list, or see it on social media, whether it be from someone I follow or if someone shares the show.

Shane McEvoy Managing director Flycast Media
 

I listen to a lot of podcasts, mostly in the gym or on my commute to work. The main way I find new podcast series to listen to is when the new podcaster has been a guest on an episode of something I currently listen to.

So, for me, it’s not about personal brands or good graphics, it’s mostly about whether I found them interesting and informative the first time I heard them.

This is where the Sally Fields quote, “You like me, you really like me” fits in.

The host is the one who carries the show and keeps it moving forward. It’s my job to ask questions, dig deeper, and try to loosen stories they have not told anyone before. A good host will research the guest, have set questions, and be prepared.

That is not me. I fly by the seat of my pants and get to know the guest as my listeners do, which results in more work both during the taping and in editing. I must listen to what the guest is saying and think of the next question on the fly, while interacting and being a part of the topic of conversation. It is what challenges me and keeps me on my toes.

For the episodes where I read an article I wrote or one I found online and weave commentary through it, I do my best to get it in one take. I don’t practice ahead of time, which I know I should, it’s the challenge of staying in the moment seeing the next word and focusing on the word I’m saying that keeps me sharp. I rarely get through 30 minutes without having to stop, delete, and restart – However, with more practice, I might just get to one take and done. The challenge keeps it interesting.

The episodes where I record myself talking directly to listeners by reading articles don’t take me much time when compared to interview episodes, which can take up to 5 hours. Unless of course I add the writing of the article, then it can be 5 or more hours. This article will take me about 6 hours and then another 30 – 45 minutes to record.

Trust me, I do wonder why I put in all the work when there is no monetary reward. I keep reminding myself that, I’m building something bigger than just a podcast or a blog. I’m building a community of brand storytellers, experts, smart people, authors, speakers, and those who want to learn from them. If you want to be a part of this experience, go to MarketAPeel.com and join today, the MarketAPeel membership is free.

Nick Mueller, Director of Operations of HawaiianIslands.com

There are a few key things I listen for when choosing new podcasts to dive into - podcaster voice, engaging topics, and sufficient credentials by the "experts" speaking to me. A good podcast has a soothing, easy to listen to host. It will have a broad catalog of topics to choose from, and it will harness a consistent voice and purpose.

Anna Lan, CEO, and Founder of UBackdrop Inc

Entrepreneurs like me are eager to learn new things but don't have the luxury of time. By listening to podcasts, we learn new things and discover new ideas and strategies that we can apply to our business or even daily lives. A good podcast, I believe, should:

Have different guests weekly. The more people invited to a podcast, the more new knowledge we can learn. Every person has different experiences, which can benefit listeners like me.

Sergio Diaz CEO of Keynote Speakes Agency

I listen to a lot of podcasts for personal and professional reasons. The main reason I listen to a podcast is either A. Who they are interviewing or B The catchy title.

Bill Mann of Restore Privacy

Fancy graphics and good music and positive reviews help me notice new podcasts but one thing will keep me hooked: expertise from the hosts.

Of course branding matters, was there any doubt? Yeah, I know I'm bias.

Having a personal brand is vital for many things and attracting listeners to your podcast is one of them. I interview a lot of people who, like me, help others create their personal brands. A podcast, like a blog, book, or magazine are all platforms to interact with people who are aware of your brand and now want to know more about who you are and what you do. If you don’t have a strong personal brand on awareness platforms, like social media, you need to build up your connections and then give them reasons to listen in.

Emilia Flores , the Co- founder at UKBadCreditLoans

When it comes to podcasts and music in general, it's the graphic and personal brand that draws me in. While the episode title is important, it's mainly the graphic and brand that keeps me listening. When I see a good graphic and logo, I' m interested in what they have to say. When I see a professional brand and a fun, invigorating logo, I know that I'm going to enjoy what they have to say and want to listen.

Emma Gordon, the founder at USSalvageYards.

I have chosen to listen to some podcasts because they have a great graphic design that matches the title of the podcast. Another thing that catches my attention and makes me listen is the dramatic or catchy title. Having a strong personal brand is another key reason why I listen to podcasts, especially if it is recommended by someone.

Robert Puharich, of the Specified Growth Podcast

The podcasts that have grabbed my attention have been from strong, authoritative, personal brands. I believe in people that have demonstrated a solid understanding of the subject matter, either through social media posts such as twitter, or content such as articles. The ability to bring in other experts is a significant factor. Those with a network of successful people in a particular area get my attention

Angela Hathaway a nomadic freelance publicist

The first thing that makes me choose a podcast is whether or not it's already a personality I follow. Are they a journalist I read often? An influencer, business person, or thought leader I follow? A storyteller that i find compelling?

Sometimes I take a look at the description and recent episodes. Interviews with personalities I'm interested in are a great way to reel me in, but so is a compelling podcast description.

Trevor Larson CEO of Nectar

For me, it's all about finding shows that are entertaining, informative, and engaging. I also look for podcasts that have a strong personal brand and are well-produced, with high-quality audio and visuals.

Sebastian Schaeffer Co-Founder and CTO, dofollow.io

I choose my podcasts based on a variety of reasons. I usually start with the graphic design and then look at the episode titles. If those two things are interesting to me, I'll check out the show notes and see if it's something I'm interested in. If not, I'll move on to the next podcast.

Think about the last time you were making a decision about two or more things. Perhaps you were trying to figure out which restaurant to go to or maybe you needed a new mobile phone.

When did you figure out you needed or wanted something? (The catalyst)

How did you become aware of the options to solve your problem?

What did you do to figure out which one to choose?

How did you initiate the action of getting what you wanted?

This process. The story of how you went from need to satiation is called, you guessed it, the buyer's journey. It's a process everyone goes and any you as a podcaster or marketing expert needs to guide them through to offer up your solution as the best option. This is where most fail because they start listing out all the reasons from their point of view, when the only thing you need to talk about is how your option will make the listener's life better. For example:

Listen to the BrandAPeel: Brand Storytelling in the Digital Age podcast to attract the right audience to your brand's story.

or

Want a better class of client? Tell a better brand story, listen to the BrandAPeel podcast to learn how.

or

I could go on all day - just listen - you'll be blown away.

Not everyone will resonate with these messages because, not everyone suffers from not enough people buying what they are selling - be it a product, a service, or their labour in a job interview. The podcast isn't about trying to get listeners to want to tell better stories, it's about giving actionable steps, ideas, and motivation to those who already know they need to communicate to create more impact in a noisy, over crowded, and distracted world.

Hope you learned something.

Have something to add -- comment below.

Until next time - Peel Out.