NEW: The Podcast Marketing Map

Use this to grow your show faster.

Good podcasting is 20% content and 80% marketing.

That’s not to say content doesn’t matter. Quite the opposite.

But for all the time, effort, creativity and money spent creating amazing episodes, I firmly believe you have to invest at least four times as much in getting people to hear them.

Outside of video platforms like YouTube, podcasts don’t benefit from true algorithmic discovery. Apart from a slightly shaky attempt by Spotify, there’s no machine working in your favour. If you want to reach listeners, you have to put in the manual work.

That’s a tall order.

With limited time, where should you focus that effort?

Which levers are worth pulling?

And which ones actually move the needle?

I’ve spent the last 13 years making videos and podcasts for brands like The Telegraph, Evening Standard and New Statesman. In that time, I’ve launched new shows, revamped old ones, and tested or researched just about every marketing tactic in the book.

After exploring as far as I could, I mapped every useful marketing tactic I’ve encountered onto a single resource: The Podcast Marketing Map.

It’s a detailed, interactive mind map of every marketing opportunity you can use to promote your show.

The map is divided into four key zones: owned, earned, paid, and bartered.

In each zone, I’ve outlined the main opportunities – and the specific levers you can pull in each category.

Use this map to guide your podcast marketing journey. Treat it as a jumping-off point to inspire your strategy and help your show reach the audience it deserves.

👇 To access the Podcast Marketing Map, scroll down and click the link at the bottom of this email.

Can’t see the link?

The Podcast Marketing Map is available exclusively to paid subscribers of Podcast Strategy Weekly. So if you’re not yet a paid subscriber, now’s a great time to upgrade.

As a paid subscriber, you’ll get:

• Full access to the Podcast Marketing Map

• At least one additional issue of Podcast Strategy Weekly every month

• The full newsletter archive (free readers can only access the last three issues)

I’ve deliberately priced the subscription below Substack’s recommendation:
Just £3.99/month – or get two months free with an annual subscription at £39.99/year. That’s only £3.33/month – less than a coffee in most places.

Alongside Podcast Strategy Weekly, I’m also building Podcast Crew – a jobs platform connecting top-tier podcast professionals with clients making standout audio and video. I’m investing every pound from the newsletter into building Podcast Crew, so a subscription supports both initiatives.

Bonus: A few slots remain for Founding Members.

Founding Members get:

• Full access to the newsletter and tools

• A spot to present your name, sales pitch, and a link of your choice in every issue

• Exposure to our growing subscriber base of 925 podcast decision-makers (and counting)

That’s a custom ad in every issue – for just £149/year.

You’ll be joining these wonderful people:

School of Podcasting. Want to start or grow a podcast? This is where you begin. Start learning.

Simon Elliot, Crowdfindervideo. Grow and engage your audience with a video podcast. Find out more.

Jeremy Enns from Podcast Marketing Academy: providing unreasonably detailed podcast marketing strategy to attract & convert buyers. Read more.

Suze Cooper, freelance audio journalist supporting publishers, news rooms and media outlets. Find out more.

Podschool. Want to start your own podcast? Launch faster and sound better with this step-by-step online course. Get started today.

Now – on to the Podcast Marketing Map.👇