Crafting the Perfect Podcast Description
Welcome back to another episode of Showmakers, the podcast dedicated to helping brands and businesses create strategic and enduring podcasts. In this episode we’re diving into a deceptively small, yet critically important aspect of podcasting: crafting your podcast description. This isn't merely a box to tick; it's one of your show's most visible, searchable, and persuasive assets. In this episode, we’ll explore how to write a compelling podcast description that hooks your ideal listeners and motivates them to hit play.
Why is Your Podcast Description Important?
Your podcast description lives on every directory, from Apple to Spotify, and even the Google Index. It functions not only as an initial point of contact for potential listeners but also serves a dual purpose: positioning and discovery.
Positioning: Your description communicates to potential listeners what your show is, who it’s for, and what they can gain from it.
Discovery: It aids search engines and podcast platforms in understanding your show’s content, influencing its appearance in relevant search results. By effectively using your description as both marketing copy and SEO content, you're enhancing your show’s reach and relevance.
Five Elements of a Great Podcast Description
To construct a powerful podcast description, consider this straightforward five-part structure:
The Hook: Begin with a sentence that summarizes what your show is about and whom it targets. Consider this your log line.
Value Proposition: Clearly outline what listeners can expect to gain—be it insights, stories, or tactical advice.
Format: Describe your show’s structure. Is it comprised of interviews, solo commentary, or is it a mix? Specify the frequency and style.
Personality: Inject some tone into your description. Dry descriptions detract interest, even if the content is valuable.
Call to Action: Invite potential listeners to explore—encourage them to listen, subscribe, or check out a particular episode.
Example:“Showmakers is your fast track to creating podcasts that people actually love. In concise, actionable, 10-minute episodes, Ed Barker unpacks proven strategies for marketers, founders, business leaders, and creatives aiming to launch, scale, or refine their podcasts. Short, specific, and listener-focused.”
SEO Considerations
When incorporating SEO into your description, seamlessly include keywords. Avoid overloading it with terms in an attempt to game the system, as this rarely works and is easily detected by listeners. Instead, think about what language your target audience uses and how you can mirror this naturally and confidently. Keywords like "content marketing for B2B brands" and "creative strategy for brand teams" are examples of SEO-aware phrases that still sound organic. Remember, your show title and description should complement each other for optimal SEO effectiveness.
Common Mistakes to Avoid
Some common pitfalls to steer clear of when writing your podcast description include:
Vagueness: Avoid generic terms like "business, leadership, and life" without specifics.
Lack of Audience Focus**: Address a clear audience rather than aiming too broad.
Tone Mismatch: Ensure your writing tone matches your show’s style.
Overlength: Keep it concise, aiming for 100-150 words. Testing aloud can ensure the description sounds like natural speech.
Conclusion
Your podcast description is not just metadata - it’s the gateway that transforms curious browsers into listeners and loyal subscribers. Make the most of it. If you found this post helpful, share it with your marketing team, post it in your company Slack, and make sure you're subscribed. For any advice or free strategy sessions, feel free to get in touch.
