Episode 223 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

0:03 - Is Your Podcast in the Wrong Category? 
1:06 - The #1 Thing Apple Cares About When Categorizing Your Podcast
3:48 - How to Shortlist Potential Categories Your Show Could Fit Into
5:44 - The Little-Known Secret to Gaining Early Momentum for Your Podcast
8:49 - How to Determine Your Ideal Podcast Category in 3 Steps
13:22 - The Surprising Impact of Category Choice on Podcast Success

Choosing the Right Podcast Category for Maximum Podcast Growth

So, you’ve spent hours crafting the perfect podcast episode, only to wonder—will anyone actually find it? The truth is, picking a podcast category feels strangely similar to choosing your next Netflix show to watch—overwhelming and potentially regrettable. Google and YouTube aren't exactly serving up fresh insights when you search “how to choose a podcast category” either (and the info that does exist? It’s already out of date).

Choosing the right podcast category can significantly impact whether your ideal listeners stumble upon your content or scroll right past it. But not to worry, because you’re about to learn the #1 thing platforms like Apple care about when choosing a podcast category, the surprising impact of your podcast category on your show’s growth, and how to determine your ideal podcast category in three simple steps so more people can find your podcast. So if you’re ready to grow your podcast audience and get discovered by new listeners who have no idea you exist, read on.

Why Podcast Categories Matter

1. Discoverability

If your podcast isn’t in the right category, it’s kinda like trying to sell ice cream in the middle of winter. Which sounds great in theory if you’re my six-year-old who’s willing to pop up a lemonade/hot-chocolate/ice-cream/cookie stand on our block in any type of weather. But there are two key ways potential listeners look for new podcasts to listen to, and one of them is browsing by podcast category. So positioning your show in the most relevant one increases the odds that your target audience will discover and subscribe to your podcast. If they’re not looking for ice cream when it’s below 32°F outside, you run the risk of them scrolling right past.

2. Ranking Potential

The competition within a podcast category can make or break your podcast’s ranking potential. So choose a podcast category with less competition, and you’ll give your show a better chance to climb the charts and get the visibility you deserve.

3. Make Your Name Known Inside Your Niche

Your podcast category is like a signpost that tells listeners what your show is all about. The right podcast category helps you establish your expertise within your niche and attracts a loyal, engaged audience who are specifically interested in your topic.

How to Choose the Best Podcast Category

Step 1: Identify Potential Podcast Categories

First things first, take a look at the list of available categories on popular podcast directories like Apple Podcasts. Instead of selecting a broad parent category, focus on subcategories, as they offer a more specific and targeted classification for your show. Make a shortlist of potential subcategories that align with your podcast’s content and target audience.

Step 2: Consider Your Listener's Search Behavior

Now, put yourself in your ideal listener’s shoes. What category would they most likely explore when searching for content like yours? Think about the specific topics and unique angles your podcast offers. Your chosen podcast category should be the one that intuitively feels the most relevant to your audience.

Step 3: Analyze the Competition

Review the top-ranking podcasts in each potential podcast category on your shortlist. While there’s nowhere to go to determine exactly how many downloads a podcast gets, the fact that they’re ranking on the podcast charts means that these are the top shows you’re competing with. You can get a feel for the competition by looking at the popularity of top shows and the overall saturation of the category. Less competitive categories can help to increase your ranking potential by giving you a better shot at ranking higher.

Step 4: Identify Content Gaps

This step is where you can really set yourself apart from your competition. Look for gaps in the content offered by the top shows in your chosen podcast category. Is there a unique angle or perspective your podcast brings to the table? Does your podcast solve a problem your listeners are experiencing that other podcasts don’t call out as clearly? Identifying and targeting these gaps can help you differentiate your show and attract new listeners seeking fresh, original content to help them solve the exact problems they’re experiencing in their life right now (yes, even if you have an entertainment or community-focused podcast).

Step 5: Trust Your Intuition

Sometimes, the best podcast category isn’t immediately obvious. Trust your gut and consider which category feels most aligned with your show’s mission and target audience. And remember, you can always adjust your podcast category selection in the future as your podcast evolves.

Last but Not Least: The Hidden Complexity of Category Selection

Choosing the right podcast category is more than just a checkbox on your to-do list—it’s a strategic decision that can significantly impact your show’s discoverability, ranking potential, and audience engagement. By carefully considering your target listener’s search behavior, analyzing the competition, and identifying content gaps, you can position your podcast for long-term success.

That said, your podcast category selection isn’t set in stone. As your show grows and evolves, you can make adjustments to better align with your audience and goals. But here’s the thing: category selection is just the tip of the iceberg. There are other critical factors to consider, like how category placement interacts with SEO, how to optimize your episode descriptions and titles for search, and even how to use data to fine-tune your podcast category choice over time. It’s not just about picking a podcast category; it’s about building a strategy that supports your podcast’s growth from every angle.

And if you’re thinking, “Is there an easier way to do this?” Yep, there is and we’d love to help. Book a free strategy call with our team to find out if you’re a fit for PodLaunch, so we can give you the blueprint you need to launch your podcast in the Top 100 with bingeworthy content that converts your listeners to clients.

And if you want more free podcasting advice in your life on how to make your show stand out from the rest, hit the follow button for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss an episode.

Next Up:

In the next episode where I’ll be talking with global tech founder and AI expert Manuj Agarwal about leveraging podcasting AI tools for your show — without making you sound like everyone else. Don’t miss it!