An Interview With Chad Silverstein

Create High-Quality Content: Content is king! Invest in good equipment and take the time to edit your episodes well. Clear audio and a polished final product make a big difference. We edit our bonus content in the exact same way as a full episode, and the difference in audio quality was noticeable from other podcasters. Our listeners appreciated the improvement, and it showed. Plus, always strive to bring fresh, engaging content that keeps your audience hooked.

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 Patrick Hinds.

Patrick Hinds is one of the creative minds and co-hosts behind hit podcasts True Crime Obsessed and The Golden Girls Deep Dive. Hinds has firmly established himself as a notable figure in the podcasting industry. Patrick is also known for his bestselling memoir, Failure Is Not NOT an Option, which earned recognition from The Wall Street Journal and Publisher’s Weekly.

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 first really got into podcasts in 2009 — I had long commutes coming back and forth between my jobs. My favorite podcast was called Downstage Center, where the hosts held sit-down interviews with Broadway’s best, but they eventually stopped making episodes. By then I had fallen in love with the medium of podcasting — there was just something so personal about it. I couldn’t stand the thought that this Broadway themed podcast would be no more, so I decided to learn how to make a podcast to pick up the mantle. That’s how my first podcast “Theater People” was born.

I would say the podcasting industry took off around the same time I was creating my first shows, so I was constantly evolving with it. I started to see a lot of success along with my co-host of True Crime Obsessed, Gillian Pensavalle, and decided to give podcasting a real go to make it my career.

Our biggest challenge in getting started was just getting the word out about our podcast. I knew nothing about marketing, so I decided to learn. And what I discovered is that, especially in those days, podcasts audiences can be built one listener at a time. This was before Instagram and TikTok, so we encouraged people to email us if they wanted to connect, and we responded to each one. We became active on our podcasts’s Facebook page–and this quickly evolved into a Facebook Group. And that was where the real magic happened, because we were suddenly able to build a community around our show, so people had a place to go and chat with each other between episodes. What I always tell new creators now is that creating a community around your podcast is the best way to grow your audience because it builds loyalty and really drives word of mouth.

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?

Our approach to social media all boils down to building and strengthening our community. Most of the time, they’re just hearing our voices through their earbuds or the speakers of their cars, so social media is our opportunity to let them get to know us better, by putting a face to the voice. We share exciting news and interact as much as possible.

Our listeners are literally our “why,” so we really believe in the power of connection that social media offers. I do my best to show up authentically with everything I do with them.

I would say our most effective strategy is tapping into Facebook discussion groups to foster community. The group was never intended as a tool to expand our audience, but we’ve found listeners are actively engaged on this platform, connecting with us and other listeners. We have a group that is exclusive to our listeners and I prioritize interacting with them several times a week. Separate from Facebook, we’ve found that word of mouth is the best way for people to find out about our podcasts.

I would also say that, whereas our Facebook group feels like a homebase, our Instagram and TikTok pages are a place where we can bring our listeners even further inside our recordings. We video record all of our podcast tapings now and we take the funniest and most interesting moments from our recordings and turn them into video content–this way listeners can see our reactions to each other in real time. If Gillian says something that really cracks me up, it’s really fun to get to show what it looks like when I literally have my head in my hands cry-laughing. Or if we hit on a really serious moment, It’s nice to get to share with our listeners what it looks like when we’re processing stuff in real time.

Podcasting is an audio medium, so it’s a really wonderful thing to get to share video of special moments as well.

SEO (Search Engine Optimization) 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?

One of the top strategies we use is optimizing episode titles and descriptions with keywords relevant to what true crime fans are searching for. It’s important to make them enticing and easy to find. We do our best to include the case names, relevant terms, and sometimes even the victim’s name in the title and description. This way, when someone is googling about a particular case, our episode comes up!

We also benefit from the fact that we cover true crime documentaries, so when our episodes are covering something particularly topical like “The Jinx” or “Love Has Won: The Cult of Mother God”, people will often search for podcasts covering these documentaries, and often ours will be one of the first to pop up.

Guest appearances, both on your podcast and on others, can significantly expand your reach. Can you discuss how you’ve approached guest appearances to grow your audience? What’s your strategy for selecting guests or shows to collaborate with?

Having guests on TCO has always been a challenge, because it requires so much prep work. It can take us several days to fully prep for our recordings, so we don’t want to ask another person to do that!

What has been interesting is that when we cover a documentary that we find particularly compelling , sometimes we’ll reach out to the director or someone featured in the documentary to see if they’d be interested in doing an interview with us to provide more information on the case or the process of making the film. When that happens, we’ll usually ask our listeners ahead of time what they’re most interested in knowing more about. It’s been a really fun way to bring the listeners into the process and we’ve found that our listeners LOVE the bonus content. .

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?

Collaboration is truly the heart of the podcasting community. Without leaning into collaboration neither True Crime Obsessed nor Golden Girls Deep Dive Podcast would exist. They both started with an idea, a what-if, and the rest is history.

Recently, we got an Instagram DM from the host of the podcast “Out on the Lanai”, the longest running podcast about The Golden Girls. They wanted to welcome us to the family and tell us that they were enjoying Golden Girls Deep Dive. It was such a kind gesture and done in the spirit of support and community, which are the exact values we’ve always tried to share in the podcasting community.

Likewise, our friend Bob Ruff from the Truth and Justice podcast reached out to Gillian and me a few weeks ago asking if we’d consider putting an episode of his podcast in the TCO podcast feed so it would be served to our listeners. He just wanted the case he was working on to have more eyes on it because he felt passionately that the case needed more attention. We didn’t hesitate. It’s our pleasure to help our podcast friends who are doing the good work!

We also do a lot of shout-outs and recommendations. If we’re loving a podcast, you bet we’re telling our listeners about it! And it’s so gratifying when other podcasters do the same for us. It’s all about spreading the love and supporting each other. There’s room for everyone at the podcasting table! There’s a niche and a podcast for everyone.

We’re always interacting with other podcasters on platforms like Facebook and TikTok, sharing each other’s content, and having fun conversations.

Beyond these methods, is there one more strategy you’ve employed that’s been particularly effective in growing your podcast audience in 2024?

A strategy that’s been a game-changer for us in 2024 is live events and meet-ups! There’s something special about connecting with our listeners face-to-face in an informal setting. Typically we grab a bite to eat, do an activity, and get to know each other — it’s never a big, planned soireé and it means the world to us to humanize the listeners on the other end of the line.

These events aren’t just about recording episodes; they’re about creating an unforgettable experience. Sometimes we mix in live storytelling, interactive one of a kind Drag Bingo, and, of course, a lot of laughs. It’s like bringing our audience into the heart of the show, making them a part of it.

These live events are all about building community and often result in a local group being formed and the meetups continuing. In places like Salt Lake City and Northern California, there are TCO meetup groups that get together monthly. We’ve seen real friendships develop out of these groups. There is nothing more gratifying than that!

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?

A big lesson is the importance of community. Engaging with our listeners on social media, responding to their comments, and even incorporating their feedback into our episodes has created a strong, supportive community around our podcasts. It’s not just about the content we put out; it’s about the relationships we build along the way.

Looking forward, what emerging trends or platforms do you see as having the potential to impact podcast audience growth in the next year?

I see podcasting continuing to grow, but moving to more interpersonal opportunities and taking it off digital platforms. I really believe that we’ll be seeing more live events and a chance to connect. People are deprived of human connection and we’re on a mission to give them that!

The podcasting world is so vast. There are so many untouched topics, stories, and storytelling styles. I don’t think we’ve even reached the pinnacle of podcasting.

I also don’t want to underestimate the power of interactive content. We’re seeing more and more podcasts incorporating elements like polls, quizzes, and interactive storytelling. It’s a way to make listeners feel more involved and invested in the content. This also allows for podcasting to be a two-way street and provide an active feedback loop. When our listeners like something or want to see more of something, we can cater to those needs without deviating from our overall mission.

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?

Consistency. Let me say that again — consistency. It’s very rare for anything to happen overnight, even in this day and age, you have to show up and deliver an episode.

Focus on putting out content and engaging with your audience. You have to prioritize that. Engagement can immensely grow your audience and create an incredible fan base.

Remember, it is still possible to grow an audience one person at a time. Create a facebook group and be in there as often as you can. Respond to comments. Encourage community. Make it fun. Give your audience a place to connect with you and other listeners between episodes.

Could you list and briefly explain “5 Key Strategies for Growing Your Podcast Audience” based on your experiences and insights? If you can, please share a story or example for each.

1. Be Authentic and Relatable: Authenticity is your secret sauce. From day one, Gillian and I have made sure to be our true, unapologetic selves on True Crime Obsessed. We share our real reactions, opinions, and even our personal stories. This authenticity creates a genuine connection with listeners. For example, when we first started, we were nervous about being so open, but the feedback was overwhelming. Listeners loved feeling like they were hanging out with friends, and that’s what keeps them coming back.
2. Consistent Release Schedule: Consistency is crucial. When we first started, we committed to releasing episodes every week (we only take 2 weeks off per year), and we’ve stuck to it. It builds trust and anticipation. Our listeners know that they’ll get their dose of true crime and laughs, and they plan their routines around it. It’s like their favorite TV show — they don’t want to miss an episode. There were times when life got hectic, but we’ve prioritized our recording sessions to ensure we never missed a release.
3. Engage with Your Audience: Building a community around your podcast is vital. We’re super active on social media, responding to comments, DMs, and even doing watch along sessions. This engagement makes our listeners feel valued and heard. I remember when we started a Patreon, the personal interactions skyrocketed. It’s all about making them feel like part of the family.
4. Collaborate: Collaboration is a powerful way to grow your audience. We’ve done cross-promotions and guest appearances with other podcasters. Each time, it’s like opening the door to a new group of potential listeners. For instance, when we collaborated with another podcast their audience got a taste of our style, and many of them stuck around. It’s about finding that undeniable chemistry and mutually benefitting from each other’s audiences.
5. Create High-Quality Content: Content is king! Invest in good equipment and take the time to edit your episodes well. Clear audio and a polished final product make a big difference. We edit our bonus content in the exact same way as a full episode, and the difference in audio quality was noticeable from other podcasters. Our listeners appreciated the improvement, and it showed. Plus, always strive to bring fresh, engaging content that keeps your audience hooked.

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?

Reflecting on our journey, one particularly rewarding moment that stands out is when True Crime Obsessed became the first podcast on Broadway. Yes, THE Broadway! It was a dream come true and a milestone that still feels surreal.

When we first started TCO, we never imagined we’d take our love for true crime to the iconic stages of Broadway. It all began as a whimsical idea — “Wouldn’t it be fabulous if we did a live show on Broadway?” — and before we knew it, that dream was turning into a reality.

As we wrap up, how can our readers follow your work and stay updated on your strategies and insights for podcast growth?

Subscribe to True Crime Obsessed and The Golden Girls Deep Dive podcasts wherever you listen to podcasts. And follow me on Instagram and TikTok @PatrickHinds_ and on X @patrickhinds.

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

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Patrick Hinds: 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.