Podcast Directories vs. Podcast Matching Services: Which one should you use to secure an interview on a show?

Introduction

Being a podcast guest presents a golden opportunity for entrepreneurs to reach new audiences, build personal brand authority, and network with industry leaders. The problem is finding the right shows and the information you need to contact the host.

There is so much data to sift through, but the good news is that platforms are available precisely for aspiring guests to find the correct information they need.

The two main categories of platforms are podcast directories and podcast matching services. In this article, I'm going to clarify the differences between the two and attempt to help you decide which is best for you.

Podcast directories like Apple Podcasts, Spotify, Podchaser, and Listen Notes serve as vast libraries where listeners discover and consume podcast content. On the other hand, podcast matching services like Matchmaker. fm facilitates a connection between podcasters and potential guests.

Podcast Directories

Podcast directories are platforms where listeners can discover, subscribe to, and listen to podcasts. They function like a vast library, cataloguing podcasts across various genres and interests. Here’s a look at some of the main players in the podcast directory space:

Apple Podcasts: As one of the earliest and most influential directories, Apple Podcasts has a massive user base. It offers robust search functionality, curated recommendations, and user reviews. For entrepreneurs, being featured on a podcast here can significantly boost visibility and credibility.

Spotify: Initially known as a music streaming service, Spotify has aggressively entered the podcasting space. It features exclusive content and personalized recommendations. For entrepreneurs, Spotify’s broad reach and integration of music and podcasts in one app make it an excellent platform to be featured.

Podchaser: Dubbed the “IMDb of podcasts” (Internet Movie Database), Podchaser provides comprehensive metadata about podcasts, including episodes, guests, and reviews. Users can create and share lists, rate shows, and follow creators. Entrepreneurs can use Podchaser to identify and reach out to relevant podcasts for speaking opportunities.

Listen Notes: This comprehensive podcast search engine allows users to search for specific episodes, not just entire shows. This feature is handy for entrepreneurs seeking to find podcasts on niche topics where their expertise can shine. Listen Notes also provides tools for curating playlists and embedding podcast players. We like this platform because it's possible to actually subscribe for a short period of time, and to then purchase the complete data about a show and export it to a useable file. *

Podcast Matching Services

In contrast, podcast matching services offer functionality to connect podcasters with potential guests, collaborators, or promotional opportunities. These platforms focus on networking and facilitating professional relationships within the podcasting industry. I’ve written a blog listing these platforms in more detail, which you can read here.

The matching services include Matchmaker, Padverb, Podmatch, and Podcast Hawk, to name just a few.

What's the difference?

Let’s look at the critical differences between the two types of platforms.

Purpose and Functionality

Directories: 

Primarily catering to listeners, the consumer directories focus on content discovery, curation, and playback. The business oriented directories also offer a lot of background data on the shows and their listenership, which means that agencies will use these.  In the case of Podchaser and ListenNotes it's possible to purchase contact data, and also more details like listenership. [n.b. sites like Chartable can be used as a directory but are used more for their background media data].

Matching Services:

These services cater to podcasters and people who want to be guests. They facilitate networking, guest booking, and collaboration opportunities. Subject matter experts, e.g. entrepreneurs, coaches etc, use these services to connect directly with podcasters looking for experts to feature on their shows.

User Base

Directories:

These commercial sites target listeners, advertisers, agencies, podcast hosts and potential guests.

Matching Services:

These sites offer more niche applications aimed at podcasters and potential guests. Some are focused more on guests finding podcasts, e.g., needing a guest who sends a list of possible guests to podcast hosts, and some are trying to manage the whole process for both hosts and guests, e.g., pod match.

Features

Directories:

Offer search functions, recommendations, user reviews, playlists, and sometimes exclusive content. Entrepreneurs can use these features to find podcasts that align with their expertise and audience. The directories will not connect the two parties with one another.

Matching Services:

Offer profile creation, matching algorithms, messaging systems, and scheduling tools to facilitate guest bookings and collaborations. These features help entrepreneurs efficiently find and secure speaking opportunities. A key difference is that the aspiring guest can place their own profile on the site too. 

Conclusion

Now that you understand the distinction between podcast directories and matching services, you can see that they both have a role to play.

If you want to find hosts and data about a show the directories are the best. The reason is because they have a comprehensive database, but the matching services only have the shows which the host has actually listed on their site.

However, the matching sites offer a marketing channel for guests, and also will take a lot of the workload out of the logistics of booking an interview.  

Start by exploring directories like Apple Podcasts, Spotify, Podchaser, and Listen Notes to identify potential podcasts to target. Then, create a profile on matching services like Matchmaker. fm to start connecting with podcast hosts and securing speaking engagements. In our course I demonstrate how to search and buy data from Listen Notes, and to send emails directly to hosts from your own email account. With the matching sites you don't need to that, using the platforms to manage the whole process for you.

By combining these tools, you can enhance your brand, reach new audiences, and share your expertise with a broader audience.

*This is explained in the Podcast Guest Blueprint course.