Podcast Show Notes That Hook Listeners 🪝
Eric Silver on writing good episode show notes
Hi Besties!
Show notes are one of the essential components of a podcast. If you’re not writing an episode description each and every time you publish, you’re overlooking an often valuable piece of SEO real estate AND missing out on a way to communicate with your current and potential listeners.
So I’d like to introduce today’s guest, Eric Silver of Multitude, a real jack-of-all-trades podcaster who is currently involved in a multitude of podcasts. Eric is going to give us a tutorial on how to uplevel our show notes, getting those listeners to find your podcast AND press play!
First, give Besties the Cliff’s Notes of your podcasting origin story up through today.
ES: I am the Head of Creative at Multitude! That means I am responsible for all of the words that come out of our podcast collective, both spoken and written. Since 2017, our shows have tens of millions of downloads and hundreds of thousands of people who love them (and more than a few logo tattoos). I have been incredibly fortunate to do this full-time since 2018, when we got our first consulting job doing marketing and episode descriptions for two new podcasts coming out from a public radio station in Boston.
I have structured and produced 11 shows for giant media companies and independent creators! I am currently running 4: Join the Party, an actual play TTRPG show; Games and Feelings, an advice podcast all about games; Tell Me About It, a madcap game show about proving what you love is cool and interesting (with Adal Rifai); and The Distraction, the flagship sports podcast for Defector. I have never been happier being this busy!
Why are show notes important, and how can doing them well benefit a podcast?
ES: Show notes, and all podcasting metadata, are important because they’re the first thing the audience will interact with, even before listening. The problem with show notes and other metadata is that I think podcasters want to be seen as clever and smart and prioritize that over being clear and concise. I mean, we’re the kind of people who want to talk for an hour about a specific subject. There’s this knee-jerk reaction to make everything punny and clever, especially with show titles and art.
But that’s not what metadata is for. In fact, being punny straight away at the risk of clarity just confuses listeners who are trying to get into the show. The metadata is the hook to pull the listener into actually clicking Play; we can’t stand in the way of letting folks actually find and enjoy the show.
What’s the key information you think podcasters should include in their show notes?
ES: Show notes should be the one-stop shop for all information and links relevant to the episode. Every episode description should have a clear and relevant show summary; relevant links; the credits for hosts, producers, and engineers, all linked to socials; and a show description (which we added a few years ago now that Google catalogs episode descriptions into their SEO). You should also add guest bios as needed.
Do show notes need to be consistent? If so, any tips for maintaining uniformity?
ES: I think they should! Podcasting is a medium based on familiarity and routine; listeners know it is Podcast X’s New Episode Day and expect the show to be what they’ve come to know and love. Therefore, you should standardize your show notes with an Episode Description document that contains a template that’s copied and pasted. Of course, this can be subverted (like the Treehouse of Horror-style changing of names to something spooky on Halloween) or added to if there are relevant links or documents that folks should check out.
Talk to us about metadata. What is it, and how can podcasters create good metadata for their shows?
ES: Metadata is anything that can tell you about a show or episode that does not involve listening to the audio. That includes the show art, the show’s title, the show description, and episode titles and descriptions. I think the best way to create good metadata is to be intentional. Don’t let these small things fall by the wayside, especially because these are the elements that listeners will take into consideration when deciding to listen to the show. It takes so many clicks for someone to actually listen to an episode or subscribe to the show, so muddy show art or incomprehensible episode titling will only repel.
Show notes are listener-facing. How can podcasters use episode show notes to hook new listeners right away?
ES: I think the best way to do this is by having a really tight show description. You need to get in and out as fast as possible and tell folks what they need to know. Here’s how I structure them: The first sentence is the thesis of the show. Then, illustrate how the show is unique in this podcasting niche for two or three sentences maximum. And then finally, what day and cadence the show comes out. That’s it!
Have you seen any examples of creative takes on show notes that you could share?
ES: Honestly, I think the less creative, the better. Imagine you go to the library and ask the librarian where a book is. Do you want them to give you exactly what you want in as easy of a way as possible? Or do you want the librarian to force you to answer her riddles three before she gives you the title of the book you’re seeking? There are plenty of places to be innovative, witty, or silly in the podcast itself, but the show notes should be a straightforward and informative hub.
Anything else you’d like to add?
ES: There is no better time than the present to rework your metadata. Hire a graphic designer or a friend competent in Canva or Photoshop to do your artwork! Start a new titling structure! Add robust links to your episode description! Change the title of your podcast if you need to! Your show should serve your interests and needs, not the other way around. As you change, and as you learn more about yourself, your subject, and podcasting, the show should change too.
I think a lot of creators are worried the audience is going to turn on them if they change anything about the show. But they are there to enjoy you and your creative work! If you make a change confidently and with intentionality, it will all be ok. So update the art, theme music, or title; tell your audience why you’re excited; and move on. It can be that seamless.
Thank you, Eric!
➡️ Check out Eric’s new podcast, Tell Me About It, which just launched!
➡️ Follow Eric on social media at @El_Silvero on Twitter and @el_silvero on Instagram.
Audio Storytelling Lead Teacher for Prison Training Program (part-time) at Uncuffed | Bay Area, CA
Activiation Manager at podimo | UK Hybrid Remote
Associate Podcast Producer (part-time) at Expedition: Global | Remote
Associate Producer or Producer, Radio Boston (full-time) at WBUR | Boston, MA
Senior Producer (full-time) at WBUR | Boston, MA
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Post a link to the show notes for an episode of your podcast in the comments below. Did you identify any areas for improvement based on Eric’s advice?
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