In the podcasting world, it is commonplace to create “shownotes” that accompany every episode. Not only do podcasters upload an MP3 file of their episode to their podcast hosting company, which then pushes it out to various podcast directories, such as Apple Podcasts, Spotify, and Stitcher; they also create a page on their website for each episode. On this page, they will embed an audio player so that people can listen to the episode directly in their web browser.
This episode page is the link that most podcasters like to share on social media. That’s because once people click through to the page, you can encourage them to take further action, such as subscribe to the podcast, download the mobile app, or sign up for the email list. We call these actions “goals.”
In addition to the embedded audio player on this page, podcasters will usually include shownotes. Shownotes are a list of links to things mentioned in the episode. This allows listeners who are interested in learning more about a topic to easily dive deeper. Here’s an example of an episode page with shownotes from my podcast, The D Brief.
One big advantage of shownotes is that you can share them on social media to proactively engage the people and organizations mentioned in the episode. By using Facebook and Twitter to give them a “shouout,” you increase they chances that they will then share the link to your webpage, causing it to go viral. Here’s a short video that explains how it works:
Radio morning shows can borrow this technique by creating daily shownotes pages on the radio station’s websites. Simply list links to everything that was mentioned on that morning’s show in the page. Not only can morning shows then use the social media sharing technique above, but they can also set up an automated email campaign for these pages to superserve the show’s biggest fans. This provides an easy opportunity to increase traffic to the website.
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