Here is the full roundup of all of the (very healthy) advice we’ve collected over the past year to help your show thrive this year
Podcast marketing does not have to be an afterthought. In fact, it SHOULDN’T be an afterthought if you want your show to succeed. We have no doubt that in 2025, there will be even more podcasts that your show will have to compete with – so get started with your marketing strategy early and follow the advice of all of our blogs to get yourself into the charts and people’s feeds.
STEP 1: FIGURE OUT YOUR SHOW AND UNDERSTAND YOUR STRATEGY
Before you set out to market your podcast, ask yourself some important questions. We wrote this roundup of what you need to think about when it comes to your podcast’s promotion strategy in 2025, and you should absolutely use it as a starting point to get yourself thinking. Then, narrow down your thoughts depending on the kind of show you have/are about to launch. Is it a branded podcast? We have a whole guide full of tips to launch your branded podcast. Or is it an editorial always-on show? Then head on over to our advice about your split of organic/paid marketing and make sure to read about the magical number 7 when it comes to podcast marketing, too. And finally, put together a plan for yourself and follow our podcast marketing deadlines to make sure you don’t miss any crucial steps in the process.
STEP 2: WORK ON YOUR ASSETS
Now that you have the basics, it’s time to think about how you are promoting your podcast. What is most important is that you have a range of assets for all the different types of content you are putting together. That means you should have every thumbnail, episodic artwork, show description etc, all ready to go before you even begin marketing. To make your life easier, here is a good example of how we rebranded The Media Club with all of the marketing assets you could possibly need for podcast promo. And if you need even more thorough explanation on how the photoshoot came about for The Media Club, we have a blog specifically about photoshoots for your podcast, too. Now, when it comes to show descriptions, there is a lot to consider as well. From vague to overly descriptive, you need to walk a fine line to give listeners a clear view of the podcast before they hit play. We’ve put together examples of what a good vs. bad show description sounds like so you can take the guesswork out of it.
STEP 3: PUT TOGETHER YOUR MARKETING COMPONENTS
Once you have started collating all of the pieces of your podcast’s marketing, it is time to start thinking about your podcast release schedule. Pinpointing what that should look like can be difficult, but we make it easy for you by splitting the podcasts into must listens/ regular listens/ occasional listens to give you a sense of what your audience might expect. Your release schedule would also dictate what kind of marketing activity you should be focusing on, whether that be a huge PR splash for your podcast or a swaps and podcast outreach strategy that helps you build a community of listeners. Don’t forget about socials too. We expect TikTok to still have a lot of influence when it comes to podcast marketing, and the same goes for other platforms like Instagram, YouTube, Threads, Bluesky, etc. And finally, on the paid end – now is the time to think about whether you want spot ads or host reads for your podcast’s paid strategy, as well as if you would like to consider boosting your sampling audiences with performance marketing. If you are focusing on audio ads, read our blog on how you can track conversion of your audio ads so you understand how you can better read the data of your campaign.
STEP 4: EXECUTE YOUR PLAN!
The most important part of this whole process is of course the actual execution of your podcast marketing strategy. As you can see from above, none of the advice that we would give is a huge secret – all of it seems straightforward, but the execution of all of the various pieces is often where podcasters struggle the most. Our biggest tip? If you can make it happen, leave the marketing to a different team and don’t expect your podcast producer to do it all. Nothing good comes from confusing the quality of your podcast with its marketing, and we would love for all podcast creators to have enough support so they can focus on what they do best (i.e. making the thing) so we can do what we do best (i.e. telling everyone else about how great the thing is!).
Wishing you all the very best in 2025, and we hope to work with you on your podcast next.