Why Understanding Your 'Why' is the Key to Podcast Growth in 2024

Podcasting is quickly overtaking traditional media, outshining even radio and TV, and it seems like everyone is eager to jump on the bandwagon. From turning garages into makeshift studios to splurging on the latest gear, people are launching podcasts left and right. But while setting up a podcast might seem easy, growing it into something truly meaningful? That’s where the real challenge begins.

So how do you ensure that, in 2024, your podcast doesn’t just fade into the noise? Beyond the fancy soundproof mics and professional podcast tables, what will make your show stand out and build a loyal listener base?

The first and most important question you need to ask yourself is, “Why am I podcasting?”

E.B. Moss: From Radio to Podcasting

According to E.B. Moss, a seasoned content strategist and host of Insider Interviews, understanding the "why" behind your podcast is the foundation of lasting success. Whether you’re looking to share thought leadership, amplify your brand’s voice, or simply have something to say, being crystal clear on your purpose informs everything—from the content you create to how you market your show.

E.B. Moss, a self-proclaimed "radio brat," started her career as a copywriter and voice talent in radio, before transitioning to television. But her true #passion pulled her back to the mic—this time in the world of #podcasting! 🎧✨ pic.twitter.com/NLFW6cQgKq

— 🎙 Mathew Passy 🎙 (@MathewPassy) October 19, 2024

In her conversation with Mathew Passy on Episode 21 of Podcasting Tech, E.B. reflected on her early podcasting days, which were all about "test and learn." This experimental mindset, she says, is key for anyone starting out today. But no matter where you are on your podcasting journey, one thing remains true: starting with the right intent sets the tone for long-term success.

Start with Purpose, Not Downloads

It’s easy to get caught up in metrics, especially when you’re constantly checking to see how many downloads your latest episode has racked up. But, as E.B. emphasizes, podcasting success isn’t about numbers. It’s about engagement. Your goal should be to connect with the right audience, delivering real value to them—not just chasing downloads.

So, take a step back and ask yourself:

• Are you trying to educate your audience?
• Do you want to drive brand engagement?
• Are you offering entertainment or expert insights?

Once you understand your purpose, you can create episodes that align with that mission. This clarity is what ultimately helps you grow a loyal listener base, people who tune in because they know they’ll get something valuable every time they listen.

Build Trust Through Storytelling

Here’s the thing: people trust the voices they hear. In podcasting, that trust is your most valuable currency. When your audience feels a genuine connection with you, they’re far more likely to keep coming back. Over time, this trust is what will keep your show thriving, long after that fancy podcast gear has worn out.

E.B. believes that podcasting has a unique ability to build deep, personal connections between hosts, guests, and listeners—something that other forms of media can’t quite replicate. It’s this trust that will differentiate your show from the competition in a crowded space.

Pod Swaps: Market with Intent

Growing your podcast isn’t just about creating great content—it’s about getting it out there. One of the most effective ways to reach new listeners and build credibility is through pod swaps or guest appearances on related shows. E.B. points out that this kind of collaboration helps you connect with new audiences while strengthening your show’s presence in your niche.

Think of it as a win-win: you expand your reach while helping other podcasters do the same.

Consistency Is Key in 2024 and Beyond

In our latest episode, we sat down with the amazing @mossappeal, a veteran of traditional radio and TV and now host of @InsiderIntervws, who shared why podcasting is unlike any other medium. 💡

Want to know what makes podcasting outshine TV and radio? This thread 🧵 is for you! pic.twitter.com/g0rp3zPADp

— 🎙 Mathew Passy 🎙 (@MathewPassy) October 17, 2024

At the end of the day, consistency is what makes or breaks a podcast. Whether you're posting on social media or collaborating with fellow podcasters, staying consistent with your message and content is crucial. Make sure your podcast aligns with your brand’s values and resonates with your target audience every step of the way.

Conclusion: Growing Your Podcast with Purpose

There’s no quick fix for podcast growth. It’s not about going viral or racking up huge download numbers overnight. True growth comes from clarity, purpose, and building genuine connections with your audience. Start by defining your "why," and let that guide you through every aspect of your podcast—from the content you create to how you market and grow your show.

With a clear purpose and a focus on engagement, your podcast will be primed to reach new heights in 2024 and beyond.