A Guide to Writing Your Podcast Description and Other Copy
You have an episode (or two or three) of your podcast ready to launch, but now Apple Podcasts is asking for a podcast description and you're wondering how to write a great one. When submitting your podcast to directories, be sure to take your time with this step because it's the first opportunity to attract an audience and you want to capitalize. But don't fret! If you're at this point, the following post will have all the answers you're looking for, and you'll be hitting "submit" in no time.
✴ Know the SEO basics
Whenever you’re writing copy online to drive traffic, you need to be familiar with SEO basics. If you’re not already, don’t worry. It may sound intense, but the basics are pretty straightforward.
First, you need to identify specific keywords or keyword phrases, which are really just specific terms relating to your podcast.
For example, if you’re launching a podcast about healthy eating, then some keywords you might employ would be “how to eat healthier” or “healthy eating tips.” Keywords should be phrases your audience would realistically type into a search engine and which your podcast can answer. So, with that in mind, let’s look at the required copy.
Related: How to Make Your Podcast SEO-Friendly
✴ Podcast description
The first thing a potential listener is going to read after your podcast’s title is the show’s description. A great podcast description should answer three questions: the what, the who, and the why?
✴ What is your podcast about?
The first part of the description should explain what the podcast covers. Are you talking about healthy eating? Self-improvement strategies? Relationship advice? The more specific you can be, the better for search engines and also for your audience. This isn’t the place to be broad and vague; give your audience the specifics.
✴ Who is involved?
Next, tell your audience who they’ll be listening to each week. Who is your host(s)? Will it be just them, or will they be bringing on guests? If so, then what type of guests?
✴Why should someone listen to this podcast?
Finally, you need to answer why a busy potential listener should subscribe to your podcast over all their other options. What problems in their daily life are you going to solve? What unique insight are you able to give?
All in, the description should be no more than 3-5 sentences. Be sure to work in the appropriate SEO keywords, as well. This should come naturally if you’re answering the questions above.
✴ Episode show notes
In addition to writing a description, you should write show notes for each episode. Think of these like the summary you find on the back of a book. They should tease out the topics, but not answer them yet--that’s why your audience needs to listen to the episode!
This is another opportunity to incorporate keywords. When you’re writing your podcast description, you’re thinking in terms of the podcast as a whole. Your general show keywords will be broader, but your episode show notes allow you to focus on more specific topics.
If your podcast is about healthy eating, you may have an episode entirely devoted to the benefits of kale. You won’t use “kale” as the main keyword in your podcast description, but you certainly should use it in the show notes of that specific episode.
✴ Podcast title and episode titles
Your podcast title and the names of each episode may seem like they don’t matter, but if you can organically include keywords, you should. Now, keep the keywords to a minimum. Titling your podcast “Healthy Eating: Ways to Eat Healthy with Healthy Eating Tips” is too much. It’ll turn off your audience, and search engines will penalize you for keyword stuffing.
That said, one keyword in the title may make sense. If it comes naturally, great! If not, look to your individual episode titles for another opportunity.
Rather than just numbering episodes, include your guest’s name and one or two topics covered in the episode. This is a great place to expand your keywords to include more niche subjects specific to certain episodes, and a potential way to attract new listeners.
✴ Final reminders
At the end of the day, how you write your podcast description and additional copy will determine how you appear in search results. It’s also the first opportunity to convince new listeners your podcast warrants their attention. Make sure your copy is engaging and informative. Give listeners enough details to intrigue them, but don’t answer all their questions. Leave them wanting more so they decide to press play.
Writing with SEO in mind is one way to grow your show. If you’re looking for more growth strategies, download our guide to growth and monetization here.
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