Podcasters: Stop Looking for an Audience (and Let Them Find You)

“Three … two … one … Ready or not, here I come!”
My daughter Sadie hides anxiously behind the living room couch, while her best friend is searching, calling out her name, and trying to find her.
Hide-and-seek, a game played out millions of times.
If you don’t know, hide-and-seek is a popular children’s game in which any number of players conceal themselves in the environment, to be found by one or more seekers.
The hiding is not what makes it fun.
Kids will play for hours and hours when they continually find each other. When one of the children stays hidden for even five minutes too long, the others quickly lose interest.
It is a quest fueled by the moment of discovery.
Hey podcaster, stop hiding behind the couch
Now let’s think about why thousands upon thousands of content marketers, business owners, hobbyists, and fans start podcasts. More often than not, it’s to build an audience around a topic they love.
They start with enthusiasm and determination, only to quit after 10, 12, or 20 episodes (the number doesn’t matter, the quitting does).
Listeners couldn’t find their podcasts, so they quit. Like Sadie hiding behind the couch, when no one finds us, the game ceases to be fun and we quit.
Podcasts need to be actively optimized — not only to help you build an audience and authority, but also to help you stay motivated to not quit.
The search begins
The consensus amongst podcasters is that since Google can’t index audio, you can throw your

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