Episode 303 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Why "If You Build It, They Will Come" Is the Biggest Lie in Podcasting

You’ve got a podcast.You’ve got great content. You’re consistent. So why aren’t your downloads growing?

If you’ve been waiting for listeners to magically appear, I hate to break it to you, but “If you build it, they will come” isn’t the secret to growing a podcast.

I tackled this exact question from a listener, Kristi Mayfield from Wine Wize, who asked:

"I initially had an ‘If I build it, they will come’ mentality. How can I shift my approach to attract a more engaged audience?"

Kristi, I love this question because I believed the same thing when I started my podcast—and learned the hard way that it doesn’t work. o let’s talk about why this outdated mindset is holding your podcast back and what to do instead.

Why Your Podcast Isn’t Growing (And No, It’s Not Your Content)

Once upon a time (aka the early 2000s), podcasting was a whole different game. There weren’t that many shows to choose from. So if you launched one, listeners did come—because they didn’t have many choices.

Fast forward to today? There are millions of podcasts. Listeners are drowning in options. And the harsh reality? Most podcasts fail because they stop at "build it."

The old advice:

• Start a podcast.
• Stay consistent.
• Share great content.
• Watch your audience grow.

The reality:

• Start a podcast.
• Share great content.
• Stay consistent.
• Crickets.

The truth is, “good content” is no longer a differentiator in the world of podcasting. The key? Getting people to notice and pay attention to the content you create.

Which brings us to the two sides of podcast growth that actually matter.

The Two-Part Formula for Growing a Podcast

Think of podcast growth like a coin. One side is attraction. The other is retention. You need both to grow.

1. Attraction = Getting new listeners to find your show.
2. Retention = Getting them to hit play and keep listening.

Most podcasters focus on one side of the coin but ignore the other.

• If you’re getting new listeners but they’re not coming back, you have a retention problem. Something about your content, format, or delivery isn’t keeping them engaged.
• If you have great content but struggle to get people to discover your show, you have an attraction problem. Your messaging, podcast positioning, or marketing isn’t pulling in the right listeners.
• If your numbers are low across the board? You’ve got both.

But how do you know which problem you have? Glad you asked. The answer is hiding in your podcast analytics.

The Spotify Analytics That Reveal Why Your Podcast Isn’t Growing (and How to Fix It)

Up until very recently, podcasters had to guess what was working and what wasn’t. Now? Spotify’s analytics actually show you.

Here’s what to check:

• People reached = How many potential listeners saw your podcast.
• People who clicked = How many showed interest by clicking through.
• People who streamed = How many actually listened for more than 60 seconds.

And the key number? The conversion rate between these steps. So if your podcast isn’t growing, the first step is pinpointing the problem.

• If fewer than 10% of people who see your podcast are clicking in, your podcast messaging and positioning are off. Your podcast title, description, episode titles, and branding aren’t convincing new listeners your show is worth their time.
• If fewer than 63% of those who click are actually listening, something about your content, format, or delivery isn’t holding listeners’ attention.
• If both numbers are low, your podcast isn’t getting discovered or giving listeners a reason to stay—meaning you need to fix both how you attract listeners and how you keep them.

The Next Step to Growing Your Podcast

If your numbers aren’t where you want them, it’s not because you’re bad at podcasting. It’s because you haven’t learned the right strategy yet. 

Most podcasters stall (or stop altogether) because they’re not getting results and they don’t know what to fix. They assume podcasting just “doesn’t work” and give up.

But podcast growth is a skill—not luck. So if you’re ready to: 

• Fix what’s causing listeners to drop off
• Nail your podcast messaging so more listeners click in
• Grow a podcast that actually builds your audience and business

…then save your seat and join me for my next live workshop and get the proven 3-part formula that's helped hundreds of podcasters and aspiring podcasters learn what they need to build a bingeworthy top podcast that converts listeners to clients on repeat.. 

And if you want to dive even deeper into the psychology of attracting engaged listeners from the start, hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Or if you’re an established coach, consultant, or creator who’s ready for a proven strategy to build a bingeworthy top podcast that grows your business, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’re here to help.

Up Next:

And speaking of growing a podcast, in the next episode I’m sitting down with a very special guest and podcast marketing expert to unpack why shows with “decent content” often stall at 28 downloads an episode—and what it really takes to create a podcast people can’t stop talking about. 

From crafting a standout premise to using competitor research to uncover what sets your show apart from the rest, we’re breaking down the real work behind making your podcast impossible to overlook. So if you’re ready to turn your podcast into a show listeners can’t help but recommend to their friends, don’t miss the next episode!