Episode 269 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Featured Guest: Zach Kristensen
Zach has been in the publishing industry since 2011 and has worked with dozens of authors to publish and launch their books. He is a certified coach through Columbia University and holds a masters in Organizational Psychology. Zach has overseen the development and launch of five Wall Street Journal Best-Selling books and multiple Amazon Best-Selling books.

0:46 - How to Grow a Top Podcast Without a Big Audience
2:32 - How to Leverage Your Existing Episodes for Faster Growth
6:37 - The Surprising Launch Results That Prove Download Numbers Are Deceiving
9:14 - Why Rebranding Could Be Your Podcast's Game Changer
13:11 - Strategic Shifts That Keep Your Listeners Hooked (and Coming Back)

How to Grow a Top Podcast Without a Big Audience

(and Other Surprising Lessons from a Podcast Rebrand)

Think you need a massive number of downloads to grow a top podcast and rank on the Apple and Spotify charts? Think again. Recently, I sat down with fellow podcaster Zach Kristensen, who shared how he relaunched his show and landed on the Apple Podcast top charts — and it took fewer downloads than you'd expect.

We’re unpacking the challenges that led him to rethink his show, the unexpected lessons he learned about crafting the right message, and the specific changes he made that helped him connect with the right listeners, convert them into leads, and redefine his show's success — and how you can do the same.

How Zach Ranked Without a Big Audience

Zach started his original podcast as a way to hold himself accountable for creating content. But with only 30-40 downloads per episode, his show wasn’t exactly growing in the way he expected it to. “I wanted to do more with this,” Zach told me, “but I didn’t know what I was doing wrong. I was just putting episodes out there without a real plan.”

Zach knew it was time for a change. Fast forward to his podcast relaunch with “Your Path to Publish,” and he managed to crack the Apple Top Podcast charts in just 24 hours. With only 549 downloads across six episodes, he hit #72 in the overall Arts category and #24 in Books. His secret? “It wasn’t about the numbers,” he shared. “It was about knowing exactly who I was speaking to and giving them what they needed.” 

The Surprising Truth About Download Numbers

Zach’s launch results prove that it doesn’t take tens of thousands of downloads to make a real impact. By strategically positioning his podcast for the right audience and delivering hyper-relevant content, he was able to see immediate results without huge download numbers.

“I thought I’d need at least 1,000 downloads to even begin ranking in the Books category,” Zach shared. “But hitting 549 downloads got me to #24. It was exciting and validating to see that I could rank without needing to hit some crazy high number. Even better, now I know what target to shoot for each week in order to keep my show in the charts.”

When you only have top podcasts to compare your show to, It’s easy to get caught up in the numbers game thinking that bigger is always better. But if your goal is to grow your business through your podcast, downloads aren’t the metric you need to focus on. Instead, focus on understanding your ideal listener’s unique pain points, focus your content on shifting perspectives, and showing them exactly why they need to take the next step with you.

How to Use Your Existing Content to Drive Faster Growth

One of the biggest misconceptions in podcasting is that consistency is the secret to success. But cranking out new episodes every week doesn’t guarantee podcast growth. As part of the podcast rebranding process, Zach took the content he already had and reworked it to attract the right listener. Instead of constantly trying to produce more, he refined his messaging to align with what his audience actually wanted to hear.

“The biggest insight I had was realizing I needed to meet my listeners where they were,” Zach explained. “I was talking to them like they already had a published book, but most of them were just trying to figure out their next step. So I shifted my focus to address their current struggles, not their future aspirations.”

This shift made all the difference, turning his existing episodes into evergreen content that continued to attract new listeners. “I started hearing feedback like, ‘I really enjoy the stories you’re telling and how simple you’re making the content,’” Zach said. “And some of those people weren’t planning to write a book anytime soon, but they were still tuning in to learn what they needed to do once they were ready.”

Make These Shifts to Keep Your Listeners Hooked (and Coming Back)

Zach’s story highlights the power of small, intentional changes. One of the biggest lessons he learned was to paint a vivid picture with his messaging. “Instead of just saying, ‘Are you feeling overwhelmed with the publishing process?’ I started describing their experiences — like ‘staring at a blank page at midnight’ to describe writer’s block,” Zach shared. “It made my listeners think, ‘Oh my gosh yes, that’s me!’”

These simple shifts in how you speak to your audience can make a massive difference. By aligning your message with the inner thoughts and feelings they’re experiencing, you create that “this is exactly what I need” kind of content that keeps listeners hooked and coming back for more.

Why Rebranding Could Be Your Podcast's Game Changer

For Zach, rebranding his podcast was the key that unlocked his showt’s potential. The old title, “Beyond the Book,” sounded catchy, but it didn’t clearly convey what his show was about. “There were eight other podcasts with the same name,” he told me, “and all of them were dead. I thought at first that was a good thing, but in hindsight, I should have realized there was a reason they were dead. I was just another voice in a crowded space.”

Rebranding to “Your Path to Publish” made it crystal clear who the podcast was for: aspiring authors seeking the best publishing path to match their unique business goals, and understanding the pros and cons of each one so they could choose wisely. This sharper focus helped Zach stand out in a crowded niche, attract his ideal listeners, and finally start seeing the podcast growth he’d been hoping for.

If Zach’s journey proves anything, it’s that you don’t need a massive audience or crazy download numbers to make your podcast work for you. As Zach put it, “It’s about doing what matters, not just doing more.”

And if you want more free podcasting advice on how to make your podcast stand out and convert listeners to clients, make sure to follow Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode. 

If you've recently shifted your business focus, changed your target audience, or feel like your podcast just isn’t growing as you’d hoped, it might be time for a refresh. Ready to scale your podcast and turn listeners into leads and sales? Book a free strategy call with our team to see if you’re a fit for PodLaunch® — we’ve helped over 60+ business owners and experts launch and grow bingeworthy top podcasts that convert listeners to clients, and we’d love to help you too.

Next Up: 

In the next episode, we’re diving into the psychology of how platforms like Netflix and Hulu create bingeworthy content — and how to apply these same principles to your episodes to keep your listeners hooked and coming back for more. (Bonus: you can use these same techniques across your social media platforms and email newsletters, too). Don’t miss it!