Podcast Distribution 101
There are two parts to the process of making Something New: Creation and Distribution.
Many makers love the creative process but loathe thinking about distribution. Why? Because, as compared with the inspired fever of the creative process, distribution tasks seem mundane, tedious, and, in the case of technology, often overwhelming. Distribution is also associated with self-promotion, which makes some creators uncomfortable.
It’s an age-old dilemma. But if you’re fretting about podcast distribution, here are a couple of thoughts that might help:
You don’t have to do it all yourself!
You just need to find the right podcast hosting service.
Get Started
The first step to podcast distribution is to generate an RSS feed. RSS stands for Really Simple Syndication. RSS is a piece of code that prompts your favorite news site or blogger to automatically deliver content to your phone or computer once you’ve subscribed.
But before your brain shuts down, let me mention that you don’t need to know how to generate an RSS feed. A podcast hosting service can do that for you. One of the many upsides to allowing a hosting service to generate your RSS feed is that they are generally quick to jump on problems and provide solutions if a piece in the distribution chain fails.
But, if you’re a DYI kind of person, you can generate an RSS feed for free at FetchRSS.com. There are many other similar websites, of course. Find them by typing “RSS feed generator” into a search box.
Why Choose Paid Hosting?
Paid podcast hosting services such as Libsyn, Blubrry, Podbean, BuzzSprout, and SoundCloud manage the RSS feed and distribution to podcast directories, which is usually where your audience finds you. Hosting services also provide metrics for episode downloads. Other features to look for when comparing hosting services: file formatting and sizing, uploading descriptions and cover art, and options to post directly to social media and embed the host’s player on your website. Each service is different. Read carefully to find the best match for your particular podcast. According to many podcasters and reviewers, BuzzSprout, Libsyn, and PodBean are the easiest hosting services for beginners to use.
Free Hosting
Some hosting services offer a free option. Be aware, however, that there will be limits on storage space and bandwidth (number of downloads). You may want to start out with a free service and then switch to the paid service once you’ve decided the service fits your hosting needs.
Hosting Questions:
Is the service easy to use, and do they offer good tech support?
Does hosting include a website for your podcast? If you need a website, this is a good option to look for. If you have your own website, find out if the host offers a player you can embed on your site.
Does the host change the bitrate of your MP3 files? The lower the bitrate, the worse the sound quality is. Be sure your file doesn’t get re-compressed during the uploading process, especially if you’ve produced a music podcast.
Does the host offer a good transcription service? This might be important if transcription is helpful to your particular audience.
Can you add services, bandwidth, memberships, premium content, etc. as your audience grows?
Are they IAB certified? If you plan to run ads, this is essential.
What analytics do they provide?
Blog Hosting and Distribution
If you’re not ready to commit to a podcast hosting service, consider using a blog platform that includes audio/podcast hosting options. If you have a WordPress site, add a podcast plugin. If your blog is on WIX or Squarespace, you can add audio to your blog post in the same way you’d add an image. With the blog hosting option, you may need to create your own RSS feed (see above).
Once your podcast hosting is sorted, it’s time to submit your podcast feed to Apple Podcasts, Google Podcasts, Stitcher, Spotify, and other syndicators. If you’re using a hosting platform like BuzzFeed, Lisbyn, or PodBean, the syndication task is done for you. Boom.
Confusion Solutions
Remember, whenever you get confused by terminology or any part of the distribution process, online help is available. These search phrases might come in handy:
RSS feed generator
podcast hosting
podcast syndication
adding a podcast to a blog
Good luck and have fun!
