Distribution & Growth Strategy

A good podcast doesn’t grow because you posted it. It grows because people finish episodes, come back for more, and tell others it’s worth their time.

That requires two things: eliminating barriers to listening, and giving people a reason to care.

The barriers are mostly technical and editorial. Poor audio quality that fatigues listeners. Unclear structure that makes episodes feel longer than they are. Inconsistent release patterns that break habit formation. Guest sound that undermines credibility. These aren’t minor issues - they’re the difference between someone finishing an episode and switching off after just a few minutes.

We handle distribution across all major platforms, optimise metadata and show notes for discovery, and produce social content designed to drive listenership rather than just impressions. But distribution without retention is pointless. The production standard and editorial discipline we bring is what keeps people listening once they’ve found you.

The reason to care is harder. It’s about content that serves a genuine need, hosts who sound credible and confident, and guests who add real insight rather than just filling time. If the substance isn’t there, no amount of promotion will fix it. If it is there, growth becomes a function of consistency and word of mouth.

This is why Stage 1 of our process exists - to ensure you’re building something people actually want to listen to before you invest in making and promoting it.

We work with clients to ensure sure the show is technically and editorially sound. Once that's completed, positioning it effectively so the target audience find it and want to stay.

Paid Growth & Amplification

For clients with marketing budget and ambition to accelerate growth, there are additional levers worth pulling.

YouTube is the second largest search platform and increasingly where podcast audiences discover content. That might mean short-form clips as YouTube Shorts, longer highlight segments, or full video episodes depending on your content and audience behaviour.

We've seen results from targeted paid campaigns on YouTube and Instagram, cross-promotion partnerships with other podcasts and publications, strategic PR placement, and leveraging the reach of your guests and their organisations.

What's viable depends on budget and objectives. We advise on what's worth testing based on your audience, content type and growth goals.