Your Best Episode Topics are Hiding in Your Listener Data. Here’s How to Find Them
Episode 247 | Insider Secrets to a Top 100 Podcast | Courtney Elmer
0:02 - Discovering Your Best Episode Topics in Listener Data
1:32 - Three Crucial Data Points: Downloads, Completion Rate, and Performance
3:52 - How One Standout Episode Transformed a Podcaster's Rankings
5:59 - The Four Key Elements of a Top-Performing Episode
7:45 - Step-by-Step Guide: Using Analytics to Understand Listener Preferences
Using Your Podcast Analytics to Grow Your Show
Did I ever tell you about the time I started obsessing over podcast analytics? Mhm. I was convinced my show was the next big thing, just waiting to be discovered. (Cue the eye roll, I know.) But as time went on, I noticed something that didn’t sit well with me: my numbers were not climbing the way I hoped. In fact, no matter how many episodes I released, I hadn’t seen a significant increase in downloads in months. That’s when I realized it wasn’t just about checking my podcast analytics; it was about understanding what the podcast analytics were telling me. Let’s dive into why podcast analytics are your new best friend.
Why Bother with Podcast Analytics?
Most podcast hosts check their download numbers around once a week or so, usually after a new episode airs. But are you actually doing anything with those analytics?
Think of podcast analytics like your podcast’s report card. It tells you what you’re doing well and where you need improvement. Are listeners dropping off at a specific point? Are certain topics resonating more than others? When you know what to look for inside your podcast analytics, you’ll be able to use that information to refine your content and strategy so you can grow your show.
Key Metrics to Track
So, what should you be looking at? Here's a rundown of some key metrics:
Week Over Week Growth Percentage:
Don’t track cumulative downloads. That’s a vanity metric and not a real indicator of your podcast’s success.
But do look at your weekly total downloads and use those numbers to calculate and track your podcast’s week-over-week growth. Are you seeing steady growth, or are there dips you need to address?
Here's how to do it:
- Subtract: Subtract last week’s total downloads from the number of downloads this week.
- Divide: Divide the result by 100 to get the growth rate as a decimal.
- Multiply by 100: Multiply the result by 100 to convert it to a percentage.
For example, let's say you had 150 total downloads this week and 100 total downloads last week.
- Subtract: 150 (This Week) - 100 (Last Week) = 50
- Divide: 50 / 100 = 0.5
- Multiply by 100: 0.5 × 100 = 50%
So, the week-over-week growth percentage for your podcast downloads this week is 50%. Keep reading to find out how to use this number to identify your podcast’s growth trends.
Episode Consumption:
This metric is an indicator of listener retention, which tells you how engaged people are with your podcast. If people aren’t listening to 80% or more of your episodes, it might be time to rethink your content structure or episode length.
Episode Popularity:
To figure out which episodes are the most popular, look at the 7-day pacing and total number of downloads per episode. Which episodes are getting the most love? Look for patterns. Is it the topic, the guest, or maybe the length of the episode that’s drawing in listeners? These are the topics you want to speak about more frequently from different angles because it’s topics your listeners are telling you they’re interested in.
How to Use These Insights
Alright, you’ve got the data. Now what? Here are some actionable steps:
- Track Your Week-Over-Week Growth: Regularly monitor the week-over-week growth of your podcast to identify trends. Consistent growth means you’re doing something right. If you see a decline, it’s time to investigate. Use these insights to adjust your strategy and keep your growth trajectory on the up and up.
- Refine Your Episode Length: Use listener retention data to identify points where listeners drop off. Is your intro too long? Maybe your content isn’t engaging enough. Use this information to tweak and test different approaches.
- Double Down on Popular Episodes: If a particular topic or guest resonates well, consider doing a follow-up episode or even a series. Give your listeners more of what they want, and they’ll reward you with more listens and engagement.
Where to Look for Your Podcast Analytics
You’re probably wondering, “Okay, Courtney, but where do I look to find all of this info?” There are several places you can look (for free) to measure your podcast analytics:
- Your Podcast Hosting Provider: Most hosting platforms come with built-in analytics to help you track the essential metrics, like downloads per episode. Use the data from your hosting platform to calculate month-over-month growth, because it will reflect the sum total of listens across all platforms.
- Apple Podcasts Connect: This will give you data for listener consumption so you can dial in the perfect episode length and find your best topics.
- Chartable.com: This will tell you when and where in the world your podcast ranks on the charts, and gives you 7-day pacing data to compare which episode topics perform best.
Sure, for some of us natural-born creators (aka, non-numbers people) diving into your podcast analytics can make your eyes glaze over.
But once you know what to look for, it’s like having a cheat sheet for success. You’ll be able to make informed decisions, refine your content, and ultimately, grow your show.
Growing your podcast isn’t just about knowing your numbers; it’s about understanding what those numbers are telling you.
So, next time you’re tempted to just glance at your download count and slam your laptop closed because you’re not seeing the growth you expected, take a deeper dive. You might be surprised by what you find.
