Your best content doesn’t have an expiration date—so why let it sit dormant in your feed? Today, I’m breaking down a super simple strategy for increasing downloads on your older content through your existing audience.
We’ll walk through how to reference older episodes in a way that adds value, feels natural, and guides listeners without overwhelming them. Plus, I’m giving you a plug-and-play formula for how to do it and examples you can steal.
Clocking In with Haylee Gaffin is produced by Gaffin Creative, a podcast production company for creative entrepreneurs. Learn more about our services at Gaffincreative.com, plus you’ll also find resources, show notes, and more for the Clocking In Podcast.
Find on Your Favorite Podcast Player
Why Podcast Growth Doesn’t Always Mean More Content
If you’re like most podcasters, your show probably started out strong. You poured your energy into each new episode, promoted it for a few days after release, and then… it faded into the background.
That’s not because it wasn’t good or because it stopped being relevant. It’s because the way we approach podcast growth is backwards.
We assume we need more to see more growth—more episodes, more effort, more content. What if you could get more downloads and deeper engagement by simply shining a spotlight on the content you’ve already made?
Turns out, you can.
The Listener Experience (and What We Often Miss)
Most of your listeners haven’t heard everything you’ve published.
Even the most loyal fans are likely missing dozens of episodes that could help them, move them, or answer questions they’re asking right now. And new listeners? They’re almost never scrolling back through 100+ episodes to see what they missed.
That’s why referencing your older content isn’t repetitive—it’s respectful of your audience’s time and attention. It’s a strategic nudge toward the episodes they need to hear most.
A Simple Framework to Reignite Old Episodes
Here’s my go-to, plug-and-play formula for bringing past episodes into your current content:
- Name the idea or problem you’re addressing in the current episode.
- Explain why an older episode adds deeper value or a new layer to the conversation.
- Tease something specific they’ll learn, feel, or gain by listening.
- Tell them exactly how to find it.
Let me show you what this looks like in real time:
“If today’s episode has you thinking differently about how your podcast supports your business, you’ll want to go back and listen to episode 143, which aired on October 8th, 2024. It’s part of our ‘Becoming a Paid Podcaster’ series, and in it, I break down the revenue streams that most podcasters overlook. I’ll link it directly in the show notes.”
See what just happened? I didn’t just “mention” the episode—I framed it as essential, removed friction by linking it, and made it feel like a bonus, not a burden.
Why This Strategy Works So Well
Referencing old episodes does two important things at once:
- It adds value to your current content by offering depth, continuity, and additional context.
- It drives downloads on past episodes without needing to promote them separately.
When done well, it keeps your audience engaged longer and builds trust faster. You’re not just delivering content; you’re curating an experience.
Try a Compilation Episode (It’s Not Lazy—It’s Brilliant)
If you’re in a busy season and don’t have the capacity to create brand-new episodes, this is your moment to try a compilation format.
Choose a central theme—something your audience is actively curious about—and pull clips from 4 to 5 older episodes. Frame the episode like a mini-series or playlist and guide your listeners through the takeaways.
Some ideas:
- Top 5 Pieces of Advice About Podcast Growth
- Mindset Shifts That Changed My Business
- Client Stories I Still Think About
It’s not repurposing for the sake of filler—it’s thoughtful curation. And it often sparks a ripple effect where listeners go back to check out the full versions of the episodes you featured.
Make It Easy to Find: Practical Tips
Once you’ve started referencing past content, make it as easy as possible for your listeners to find it:
- Use episode numbers and original air dates
- Mention the exact episode title
- Always link in the show notes and blog post
- If you’re sharing links, consider offering both Apple and Spotify versions
Don’t overthink it—just be consistent and intentional.
Your Simple Assignment This Week
Let’s put this into action. Here’s what I want you to do:
- Pick one older episode that pairs naturally with an episode you’re planning to record.
- While recording, mention the old episode using the formula above.
- Include the episode number, title, air date, and a direct link in your show notes.
- Track your downloads—you’ll start to see the bump.
Your past content is still working for you—when you point people to it.
