Summary of "Why Your Podcast Isn’t Growing" with Seth Silvers on Content Is Profit – Episode Released February 25, 2025

In this insightful episode of the Content Is Profit show hosted by BIZBROS, Seth Silvers—the esteemed producer behind Alex and Layla Hermozi's Alex Hormozi Podcast—joins to unravel the common pitfalls that prevent podcasts from growing. With extensive experience managing content frameworks for renowned brands like Red Bull and Orangetheory Fitness, Seth provides a deep dive into effective podcast strategies, emphasizing the critical distinction between merely creating content and fostering genuine growth.

1. The Misconception: Creation vs. Growth (00:00 – 00:32)

Seth kicks off the conversation by addressing a fundamental misunderstanding among podcasters: the belief that producing and publishing episodes equates to success. He asserts that without a focus on growth, a podcast can stagnate regardless of how many episodes are churned out.

Seth Silvers [00:00]: “I think a lot of podcasters think that creating the podcast is the game. They publish the episode and think, okay, cool, I did it. But they forget that it's actually about growing the show.”

2. Leveraging Short-Form Content for Enhanced Reach (00:21 – 00:32)

Highlighting the untapped potential of short-form content, Seth points out that even smaller creators might be missing out on thousands of monthly views by not tapping into platforms that favor brief, engaging snippets.

Seth Silvers [00:21]: “Even small creators are probably leaving like tens of thousands of views a month on the table by not leveraging short form content.”

3. Defining the Podcast’s Purpose: Business vs. Support vs. Hobby (07:11 – 12:25)

Seth categorizes podcasts into three distinct types:

• Podcast as the Business: Here, the podcast itself serves as the primary business model, relying on growth and monetization through sponsorships or premium memberships.

• Podcast Supporting the Business: In this scenario, the podcast acts as a supplementary tool to attract new clients or nurture existing ones, indirectly boosting the main business.

• Hobby Podcasts: These are created purely for enjoyment, with metrics centered around listener engagement and content appreciation rather than direct revenue.

Understanding the type of podcast dictates the appropriate metrics for success. For instance, business podcasts might prioritize downloads and direct monetization, whereas hobby podcasts focus on listener retention and satisfaction.

4. Measuring Growth and Success Appropriately (09:35 – 12:25)

Seth emphasizes the importance of aligning success metrics with the podcast’s purpose. He warns against solely focusing on download numbers without considering how they translate to broader business goals or listener engagement, depending on the podcast type.

Luis [12:25]: “Does your audience like the content? That's probably the most important thing to start with.”

5. The Crucial Role of Data in Shaping Podcast Strategy (15:14 – 32:46)

Seth delves into the significance of data analytics in podcasting. With platforms like Spotify enhancing their analytics capabilities, podcasters now have access to vital metrics such as impressions, click-through rates, and listener engagement durations. Seth shares his excitement about these advancements, illustrating how data-driven decisions can significantly impact podcast growth.

Seth Silvers [29:11]: “We saw that if we could pull any lever, like, let's say you have these three data points of impressions, clicks, and streams, the conversion rate from impressions to clicks would have the biggest impact.”

6. Navigating Platform Differences: Spotify vs. Apple Podcasts (32:46 – 41:15)

The discussion shifts to how different platforms influence listener behavior. Seth contrasts Spotify’s integrated discovery algorithms and short-form clip features with Apple Podcasts' more traditional, subscription-based model. He notes that Spotify listeners might engage in binge-listening due to discoverability features, whereas Apple listeners tend to have a more committed following of subscribed shows.

Fonzie [36:34]: “Listeners on Spotify are pretty different—they might binge listen but are less likely to stick with a series.”

7. Balancing Short-Form and Long-Form Content (42:14 – 44:08)

Seth advocates for a strategic mix of short-form and long-form content. Short-form pieces can enhance discoverability and attract new listeners, while long-form content fosters deeper engagement and trust, essential for converting listeners into loyal followers or clients.

Seth Silvers [42:14]: “Short form content is super important from my perspective, priority wise. It’s an opportunity that would be stupid for podcasters to miss.”

8. Production Quality: Treating Podcasting as a Craft (52:35 – 54:16)

Addressing the importance of quality, Seth urges podcasters to view their work as a craft to be perfected rather than just a marketing tool. He cautions against prioritizing quantity or speed over content quality, emphasizing that exceptional content naturally attracts and retains listeners.

Seth Silvers [52:35]: “Podcasting is a craft to be mastered or just a tool to be used. A lot of marketers treat it as just a tool, ruining the quality of the industry.”

9. Promotional Strategies: Organic Growth vs. Paid Advertising (46:47 – 49:55)

Seth discusses the delicate balance between promoting a podcast and ensuring its content quality. He shares anecdotes illustrating that without valuable content, paid promotions are ineffective. Instead, he recommends focusing on creating high-quality episodes that listeners are eager to share organically before investing in paid marketing efforts.

Seth Silvers [48:07]: “If the show is not good enough, more marketing won’t fix it. You need to make the show better first.”

10. Audience Feedback and Continuous Improvement (49:55 – 52:35)

Emphasizing the importance of audience feedback, Seth describes his approach to conducting surveys and gathering insights from listeners. This feedback loop allows podcasters to refine their content, ensuring it meets listener needs and expectations, which is crucial for sustained growth.

Seth Silvers [50:00]: “We asked questions like, did you feel like anything was unanswered? Did you feel clear about what the episodes were about? Did anything feel confusing?”

11. Final Insights: Embracing Continuous Learning and Adaptation (58:33 – 59:00)

In his closing remarks, Seth underscores the necessity of continual learning and adaptation in the ever-evolving podcast landscape. He encourages podcasters to stay abreast of data trends, be willing to pivot strategies based on listener feedback, and remain committed to producing high-quality content.

Seth Silvers [58:34]: “Thank you for having me. Really grateful.”

Key Takeaways:

1. Define Your Podcast’s Purpose: Clearly categorize whether your podcast is a business, supportive asset, or hobby to align your growth strategies and success metrics accordingly.

2. Leverage Data Analytics: Utilize platform-specific analytics to understand listener behavior and refine your content and packaging for better engagement.

3. Balance Content Formats: Incorporate both short-form and long-form content to enhance discoverability and foster deeper listener relationships.

4. Prioritize Quality Over Quantity: Treat podcasting as a craft, ensuring each episode provides value and engages listeners to encourage organic growth through word-of-mouth.

5. Strategic Promotion: Focus on creating compelling content first, then consider paid promotions to amplify reach once the podcast establishes a loyal listener base.

6. Engage with Your Audience: Regularly seek and act on listener feedback to continuously improve content and better meet audience needs.

7. Adapt to Platform Dynamics: Understand the unique features and listener behaviors of each platform you publish on to tailor your strategies for maximum impact.

Seth Silvers’ comprehensive insights provide a robust framework for podcasters aiming to navigate the complexities of growth. By emphasizing purposeful strategy, data-driven decisions, and unwavering commitment to quality, podcasters can effectively overcome growth challenges and turn their content into profit.

Notable Quotes:

• Seth Silvers [00:00]: “I think a lot of podcasters think that creating the podcast is the game. They publish the episode and think, okay, cool, I did it. But they forget that it's actually about growing the show.”

• Seth Silvers [29:11]: “We saw that if we could pull any lever, like, let's say you have these three data points of impressions, clicks, and streams, the conversion rate from impressions to clicks would have the biggest impact.”

• Seth Silvers [52:35]: “Podcasting is a craft to be mastered or just a tool to be used. A lot of marketers treat it as just a tool, ruining the quality of the industry.”

• Seth Silvers [48:07]: “If the show is not good enough, more marketing won’t fix it. You need to make the show better first.”

Connect with Seth Silvers: For those interested in leveraging podcasting to grow their business or enhance their content strategy, you can connect with Seth Silvers through his website Storyon Co. and stay tuned for his upcoming co-hosted show, Profit Cast, aimed at helping businesses launch profitable podcasts.