Podcasting’s perceived “discovery problem” is the topic for part 5 of my future-of-podcasting mini-series. (1,2, 3, & 4)
I say “perceived” because podcasting per se doesn't have a discovery problem. People who claim podcasting has a discovery problem really mean that they are upset their content isn’t ranking number one for an arbitrary, single search phrase they place a lot of importance on.
Another and likely bigger problem is that discovery doesn't just mean search discovery. How do you ensure that your content is being discovered on Spotify in ways that have nothing to do with search? How do you optimizing a single show to the individual tastes of millions of users?
The problem is not that our content is not being discovered by people. In reality, people aren't discovering your content. So it's not a problem for the listeners. This is a problem for you.
Just making really great content that people want in their lives and you’ve made a lot of headway. But even then, I'm sorry to say that our discovery issue is never going away.
If you are in business and would like some help making sure your content is ready for discovery, let's chat. firstname.lastname@example.org or go toPodcastLaunch.pro to see a list of the services we offer clients all around the globe.