An Interview With Chad Silverstein
Build a strong web presence: Have a dedicated website to optimize for SEO and engage potential listeners.
In an era where the podcasting landscape is more crowded than ever, growing an audience requires not just consistency and quality content but also smart, strategic planning. Today, we’re diving deep into the growth strategies of a podcaster who has successfully expanded their reach in this competitive space. With a background that blends unique storytelling with savvy marketing techniques, our guest has mastered the art of audience growth. They’re here to share the top five strategies that podcasters can use in 2024 to increase their listener base, focusing on leveraging social media, optimizing for SEO, making the most of guest appearances, and more. I had the pleasure of interviewing Lucas Dickey.
Lucas Dickey is a seasoned entrepreneur and product leader with over 20 years of experience in digital media, ad tech, e-commerce, and AI-driven technologies. As the CEO and founder of DeepCast, Dickey is responsible for leading product development, design and management, in addition to strategic marketing initiatives for customer acquisition, to drive company revenue and revolutionize the podcast industry through DeepCast’s AI-powered platform which enhances discovery, engagement, and monetization for listeners, creators, and advertisers. Dickey is also responsible for interfacing and securing DeepCast investors, which includes influential Amazon executives.
Thank you for joining us. To start, could you share your “origin story” with our readers? How did you begin your podcasting journey, and what challenges did you face in the early days regarding audience growth?
I started my career in 2004 in digital media, particularly in digital music. I worked at a company called MediaNet, which was a collaboration between RealPlayer, Sony, and Universal Music. I worked with Microsoft, Yahoo & Virgin. My work involved structuring and cleaning data for music e-commerce. Then start digital music on Amazon. Around the same time, I was also part of the transition from FM radio to digital (as a DJ at Seattle’s KEXP). I saw how digital audio evolved, but I also noticed that while platforms like Spotify matured, podcasting hadn’t seen much innovation in discovery and engagement tools. The experience for podcast fans was stuck. That realization became the catalyst for my journey in helping podcasters grow their audience by providing tools to enhance discoverability and engagement.
Social media is a powerful tool for podcast promotion. Can you share your most effective strategy for leveraging platforms like Instagram, Twitter, or Facebook to boost your podcast’s visibility?
Building a presence across multiple platforms is key. You need to create a dedicated website for the podcast to help with search engine optimization (SEO), which includes your biographical information, show mission, and especially episode transcripts. Beyond that, managing multiple social channels can be overwhelming, but tools like social media management platforms and AI-driven content generation help make it easier. Personally, I ensure every podcast episode is shared across platforms like Twitter and Instagram, and I remain as responsive as possible to audience interactions, fostering a one-to-one relationship with listeners. Word-of-mouth reigns supreme in podcasting, so cementing real, authentic relationships can go a long way.
SEO can be a game-changer for podcasts, especially when it comes to discoverability. What SEO tactics have you found most beneficial for attracting new listeners through search engines?
SEO for podcasts is often limited by the information platforms allow you to distribute. To counter that, you need to optimize your own website with transcripts, key quotes, and guest names to improve your indexability. Offering full episode transcripts on your website helps search engines better understand and surface your content. Additionally, cross-linking between guests and your website through authoritative URLs boosts search engine connectivity. We also provide listeners with social and SEO-friendly collateral, enabling them to link back and promote your podcast organically.
Guest appearances both on your podcast and on others can significantly expand your reach. How have you approached guest appearances to grow your audience? What’s your strategy for selecting guests or shows to collaborate with?
Guest appearances are a critical part of growth. When choosing guests, aim for influencers or podcasters whose audience aligns with your target listeners. Similarly, I participate in guest-matching platforms, such as Matchmaker.fm, which helps connect with like-minded podcasts. Cross-promotion is powerful — after appearing on another show, you can leverage assets like transcripts and quotes to share across my channels, creating a cycle of exposure and engagement. It’s a win-win for both parties. And listeners tend to have high trust in podcasters they tune into regularly, so that stamp of endorsement is very real.
Networking within the podcasting community can open up opportunities for cross-promotion and shared growth. How have you engaged with other podcasters to support each other’s audience growth?
Networking is essential, whether through direct outreach via social media or leveraging email addresses found in podcast RSS feeds. Attending trade shows and podcasting events like Podcast Movement is another great way to meet indie podcasters and larger creators alike. Engaging with the community through Reddit boards or Slack channels dedicated to podcasting is another avenue for collaboration, where we exchange ideas, guest suggestions, and marketing strategies.
Beyond these methods, is there one more strategy you’ve employed that’s been particularly effective in growing your podcast audience in 2024?
In 2024, embracing video content has been a significant strategy. Even if your show is primarily audio, creating occasional video episodes for platforms like YouTube and TikTok helps broaden your reach. These platforms offer another form of discoverability. Once viewers engage with the content, they often transform into regular podcast listeners. For those familiar with marketing terminology, YouTube and TikTok are brand marketing for you, whereas X, LinkedIn, and IG are more performance-oriented.
The middle of any growth journey is often where the most learning and adaptation occurs. Reflecting on your experience, what’s one major lesson you’ve learned about audience growth that you wish you knew when you started?
I wish I had known how much work goes into podcasting beyond just recording episodes. It’s critical to think about podcasting as a business and prepare for the entire ecosystem — from guest booking and editing to marketing and distribution. There’s a high drop-off rate after the first few episodes, and pushing past that 10th episode is crucial to establishing a lasting presence.
Looking forward, what emerging trends or platforms do you see as having the potential to impact podcast audience growth in the next year?
AI and speech-to-text technologies are going to revolutionize podcasting. With better transcription services and AI tools, podcasters can create derivative content like blog posts, video snippets, newsletters, and infographics from a single episode, making the content more shareable across platforms. Tools that enable easy reuse and content distribution will drive exponential growth.
For podcasters who are just starting out or struggling to grow their audience, what advice would you give to help them stay motivated and focused on their growth strategies?
Find a community of podcasters to connect with — whether it’s through social media, trade shows, or platforms like Reddit. It helps to have accountability partners or fellow podcasters who are going through the same challenges. Sharing ideas and learning from each other can provide motivation and new strategies. And remember to stay consistent — getting to the 10th episode is key.
Could you list and briefly explain five key strategies for growing your podcast audience based on your experiences and insights?
- Build a strong web presence: Have a dedicated website to optimize for SEO and engage potential listeners.
- Leverage social media effectively: Share episodes on platforms like Twitter, Instagram, and TikTok to create touchpoints with your audience.
- Guest appearances: Appear on other podcasts and invite guests to yours for cross-promotion.
- Network with other podcasters: Engage in the podcasting community through events and social platforms to share audiences.
- Embrace AI and technology: Use AI tools to streamline content creation, such as transcripts and episode snippets, to distribute across multiple channels.
The journey of growing a podcast audience is filled with both challenges and milestones. Can you share a particularly rewarding moment or achievement in your audience growth journey that stands out to you?
One of my most rewarding moments was being featured on a podcast that I admired. When Eric Ries’ Lean Startup podcast invited me to discuss company development using our company as an archetype, it felt like a validation of all the work I had put in.
Your journey and the strategies you’ve shared today provide a roadmap for podcasters looking to expand their audience in 2024. Thank you for offering such valuable insights into the art and science of podcast growth. We look forward to seeing how your podcast continues to reach new heights, and we wish you continued success in connecting with listeners around the world.
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Lucas Dickey Of DeepCast: Top 5 Strategies for Growing Your Podcast Audience was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.