How to Write a Podcast Show Description: Template & Examples

man-typing-on-laptop-podcast-show-description

Writing your podcast show description is kind of like writing a description for your online dating profile. You want to get people interested, but don’t want to sound too eager or desperate.

It’s a delicate balance between summarizing your show and seeming like you might know how to get rid of a body. Balance is key.

online-dating-meme

Today, we’re going to explore how to strike a good balance with your podcast show description. Specfically, we’re going over…

Let’s get to it.

What’s a Podcast Show Description?

A podcast show description is a summary of what listeners can expect from the show. It covers the main topics, who the show is for, who the host is, and how frequently new episodes are published.

Think of your podcast description as a preview of the show. Kind of like how Netflix has a blurb in the upper left corner for each of its shows.

The description should inform and entice people to listen. Think of it as your podcast’s elevator pitch.

Why is it Important to Get the Podcast Description Right?

It’s important to nail your podcast description because it plays a big role in whether or not someone listens to your show. In fact, you can see how much it matters to people when they’re deciding what to listen to. πŸ‘‡

podcast-description-importance-statistic

It’s literally the most important factor in determining whether someone listens to your show or not.

The podcast description is a glimpse into your show. It’s one of the only chances you have to sell your podcast to a new listener. Make it count.

Where Do I Post My Podcast Description?

As you start to record episodes and create your show’s branding, you’ll probably have a podcast hosting service in mind.

[READ: Looking for the best hosting platform for your podcast? Here are 34 of them compared side-by-side.]

On your show’s page of your hosting site, there should be a spot to fill out the podcast’s description. It’s often required to fill out before your show goes live.

By entering the podcast description on your hosting site, it will syndicate across all of the podcast directories you submit your RSS feed to. So, once you get all of the information filled out and upload at least one episode, you can copy and paste your unique RSS link to players like Apple Podcasts and Spotify.

This way, every time you update your podcast’s hosting page, it automatically updates in all podcast directories. That includes your show description.

Where Does My Podcast Description Show Up?

Your podcast description shows up on whichever podcast directories you syndicate to. Here’s how the major podcast directories display podcast descriptions:

Apple Podcasts

This is how your podcast show description will be displayed in the Apple Podcasts desktop app and mobile app:

lucidpress-brand-land-podcast-description-example-apple-desktop
brand-land-podcast-description-example-apple-mobile

Spotify

Here’s how Spotify displays podcast descriptions in the desktop and mobile formats:

brand-land-podcast-description-example-spotify-desktop
brand-land-podcast-show-description-example-spotify-mobile

Google Podcasts

If you decide to syndicate to Google Podcasts, here’s how your podcast show description will appear on desktop and mobile:

brand-land-podcast-description-example-google-desktop
brand-land-podcast-description-example-google-mobile

Stitcher

Stitcher displays podcast show descriptions on desktop and mobile like so:

brand-land-podcast-description-example-stitcher-desktop
brand-land-podcast-description-example-stitcher-mobile

Most podcast directories truncate the podcast show description. So, make sure you hook your listener’s attention within the first few sentences.

How Long Should My Podcast Description Be?

You should keep your podcast description between 600 and 900 characters, or 120-170 words. Some hosting services allow 4,000 character-long show descriptions, but that’s much too long for an effective podcast description.

Your podcast description should act as a quick pitch — an elevator speech. It’s meant to do three things:

  1. Grab your target audience’s attention.
  2. Describe the show.
  3. Let the listener know when they can expect new episodes.

Some podcasts get away with even less than that. But, for new podcasters, we suggest covering all three elements in as few words as possible.

its-snappy-moira-rose-gif

How Do You Write a Podcast Description?

Writing a podcast description can be tricky, even if it’s for your own show. You want to say enough to get people interested but not so much that you overwhelm them — it’s a balance.

It’s also important to keep SEO in mind. Google crawls podcast descriptions, so you want to make sure you’re taking keywords into account.

To write a good podcast description, start by…

  1. Identifying your show’s target audience.
  2. Making a list of keywords you want to include.
  3. Thinking about what makes your show different from others like it.
  4. Determining how often you’ll release new episodes.

Target Audience

If you created a podcast, you must have some sort of target audience in mind.

Who’s your ideal listener? What things are they interested in? What adjectives describe them? What are their goals or challenges?

Look at your podcast description from their point of view. What words would make you want to listen to the show?

Keywords

Many of the words you thought of in the first step can act as keywords as well.

In addition, think about queries your ideal listener searches for. Things to do with their job or lifestyle. Maybe they’re looking for particular people (your guests).

Make a list of all the keywords you want to include in the podcast description.

What Makes You Different

Chances are that there’s at least one other podcast out there that covers the same topics as yours. No matter. Hook listeners with what makes your show unique and worth hearing.

Maybe the host has a quirky personality. Or, perhaps you use an interesting format or take an unorthodox approach.

Maybe you just do a better job discussing complex topics than other shows.

Whatever it is, put a spotlight on it.

Publishing Frequency

Before someone commits to listening to your podcast, they want to know what they can expect. That’s the whole point of a show description.

One of the things listeners like to know is how often and when you put out new episodes. If you tell them the days and times you release new content, they have something to look forward to. Plus, they can easily fit it into their schedule. Maybe they like to listen to your podcast on Wednesday mornings on the way to work.

Podcast Show Description Template

Now you know all of the elements that go into a good podcast description. If you’re still struggling to get started, try out this template:

[1-2 sentences about something meaningful to your target audience.]

Examples:

πŸ‘‰ You’re a healthcare professional who cares deeply for your patients. So, it’s important to you to stay on track with the latest industry updates.

πŸ‘‰ Being an independent author isn’t easy — you deserve a community that supports you.

[1-2 sentences introducing the show and the host.]

Examples:

πŸ‘‰ The Healthcare Pro Show — hosted by Renee Fields — has answers to all of your industry-related questions and challenges.

πŸ‘‰ Indie Authors is a podcast that helps independent writers get over career humps and create things they care about. Host Jeff Rogers interviews best-selling independent authors to bring actionable insights and advice to you.

[2-4 sentences about your podcast’s main topics and examples of guests.]

Examples:

πŸ‘‰ Expect to hear from influential healthcare professionals, from doctors to nurse practitioners to hospital administrators. Get expert insights into new EMR systems, bedside best practices, and vaccination updates.

πŸ‘‰ Hear from successful indie writers like Ian W. Sainsbury, Agatha Christie, and L.J. Ross. Learn how to write your own novel, best practices for self-publishing, and key editorial advice. Find inspiration for overcoming writer’s block and bringing your story to life.

[1 sentence on publishing frequency.]

Examples:

πŸ‘‰ Hear all of this and more every Thursday morning.

πŸ‘‰ Subscribe to Indie Authors and never miss a new episode every Saturday.

[1-2 sentences for the CTA.]

Examples:

πŸ‘‰ Never miss an episode — subscribe to The Healthcare Pro on Apple Podcasts, Spotify, Google Podcasts, or wherever you listen to podcasts.

πŸ‘‰ Catch Indie Authors on Apple Podcasts, Spotify, Google Podcasts, or wherever you get your podcasts.

The CTAs aren’t as important to your description when it pops up in podcast directories. The user is already in a listening app, so they’ll probably hit Play in there.

However, it’s essential to include a CTA in your description on your podcast’s web page. Then, someone can choose from whichever podcast player they prefer.

Be sure to include keywords your ideal listener would search for in the podcast playing app (directory). They likely won’t be searching for your company’s name, so don’t prioritize it.

[READ: Don’t make this *huge* podcast naming mistake.]

Prioritize ideas that your ideal listener is interested in.

Podcast Show Description vs. Show Notes

It’s easy for new podcasters to get the podcast show description and show notes confused. (That’s why Sweet Fish has started calling show notes “episode previews” instead.)

To be fair, it is kind of confusing. Let’s straighten it out once and for all.

confused-woman-with-math-symbols-gif

Podcast show description: Like we covered earlier in this post, a podcast show description summarizes what listeners can expect from the show. It’s not describing one episode in particular — it describes the podcast in its entirety.

Show notes (episode preview): Show notes describe individual podcast episodes. Specifically, they name the guest, the main topics discussed, and any resources that were mentioned during the episodes.

The podcast description summarizes the whole show. The show notes summarize individual episodes.

The more you know. 🌈

Podcast Description Examples

Sometimes you just need to see some examples before you write your own kickass piece of copy. Fair enough.

Here are five podcast show descriptions we love:

1. Brand Land

We’d be remissed not to include the podcast description we’ve already been using as an example.

Brand Land hits almost every aspect of a good description — they grab people’s attention, outline main topics, and include publishing frequency.

“How do you build a strong and lasting brand?

It’s the question every marketer asks themselves at some point. And it’s the question we set out to try to answer with Brand Land.

Each week, we hear firsthand accounts from leading marketers and creatives who share their experiences and insights to, in turn, help you build a stronger brand.

Each episode features an interview with a bonafide brand builder, where we discuss and dissect topics such as brand management, customer experience, design credibility, virality, content creation, marketing and sales alignment and in-house brand development.”

2. Masters of Events

This podcast description mentions the types of guests who are featured, introduces the host, and outlines the main topics to be covered. As a B2B podcast, Masters of Events does a good job focusing on their potential listeners and not on themselves.

“Masters of Events is a podcast dedicated to helping you deliver memorable events with measurable business results. Join our lineup of world-class marketers and event planners as we explore delivering exceptional event experiences, and cover best practices for using data to build relationships and drive pipeline.

Hosted by Kristen Alexander, CMO at Certain, each episode features topics like event planning, running conferences and global events, marketing and promoting events, using event technology, developing a data strategy and success metrics, personalization, attendee engagement, event ROI and more.”

3. The Virtual CISO

The Virtual CISO — another B2B podcast — does an excellent job of describing their show with a dash of dry humor. Don’t discount the impact humor can have on your podcast description.

“The Virtual CISO Podcast is a frank discussion that provides the very best information security advice and insights for Security, IT and Business leaders. If you’re looking for the latest strategies, tips, and trends from seasoned information security practitioners, want no-B.S. answers to your biggest security questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show.

Our moderator, John Verry, chats with industry thought leaders to ensure you have what you need to be confident in your security and compliance. John will keep you informed, and perhaps even mildly entertained through topics like ISO 27001, breach avoidance, incident response, dealing with pesky security questionnaires, data privacy, and managing vendor risk. Think of it as security… with a smile.”

4. The Manufacturing Show

Although this B2B podcast doesn’t include all of the recommended elements in its description, it does a good job relating to its audience. The Manufactuing Show summarizes the type of person who should listen to it along with topics they can expect to learn about.

“Are you a leader in an industrial or manufacturing company and want to hear from others just like you? In this podcast, you’ll hear from experts that focus on industrial and manufacturing topics and learn the latest trends, ideas, and breakthroughs along with practical tools you can use to stay on top of your game. Listen to real people in the trenches every day just like you!

Topics will include the latest strategies to grow your business, new technology updates in areas like additive manufacturing, digital transformation, operations improvements, security, sustainability, HR, design, trade, and regulation.”

5. The Customer Experience Podcast

The Customer Experience Podcast fits a rather extensive list of keywords into its show description. If this B2B show doesn’t pop up when you search for “customer experience podcast,” we don’t know what will.

“Creating and delivering better experiences for our customers is the single most important thing we can do today. Learn how Sales, Marketing, and Customer Success leaders create internal alignment, achieve desired outcomes, and exceed customer expectations in a personal and human way.

The Customer Experience Podcast explores this challenge at various stages of growth as we all work together on the customer journey from acquisition to advocacy. Each episode features topics like: personal touch, human touch, customer journey, lifecycle marketing, sales process, customer support, customer success, raving fans, video email, video communication, B2B sales and marketing, personalization, automation.”

A Modern Day Wordsmith

Now you have the tools to write the perfect dating profile podcast description.

Keep in mind that…

  • The description plays a huge part in whether someone listens to your podcast or not.
  • The podcast description should target your ideal listener.
  • It’s not about you or your company — it’s about the listener.

Go forth and write, brave podcaster.

For more B2B podcasting how-to’s, subscribe to Mic Club πŸŽ™ on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Emily Kingland

Lead Writer at Sweet Fish Media

More by Emily Kingland β€”>