#25: Mastering Podcast Distribution
A great podcast is only half the job - the other half is getting it heard by the right people. In this episode, we talk about distribution: how brand podcasts move from isolated content to a connected marketing asset. Because publishing on Spotify isn’t distribution. True distribution is how your podcast lives in your ecosystem - owned, shared, and amplified.
For most companies, the goal isn’t mass-market fame. It’s influence. Reach the right audience, in the right context, often enough that they start to associate your brand with credibility and insight. That’s what smart distribution achieves.
We start by reframing what distribution means. It’s not a post-production chore - it’s strategic positioning.
Your show should sit inside three layers:
Owned channels like your website, newsletter, and internal comms platforms.
Shared channels such as LinkedIn, YouTube, and partner networks.
Earned amplification through guest sharing, PR mentions, and collaborations.
Each layer serves a purpose. Owned builds loyalty. Shared builds reach. Earned builds reputation.
We explore discovery
Audiences no longer find podcasts by searching in apps - they find them on feeds. People meet your brand through clips, quotes, or short videos first, long before they commit to a full episode. That means you’re not just publishing audio - you’re producing discoverable media.
Integrated Marketing Approach
I also talk about integrating your podcast with wider marketing campaigns. When your brand is already running a report, event, or product launch, your next episode should tie in. A consistent thread across campaigns builds authority - and stretches your content investment further.
And maybe the most overlooked element: people are the new distribution.
Your hosts, guests, and internal teams have their own audiences. Equip them with assets - short clips, prewritten posts, branded templates. When they share, your credibility compounds. Real people outperform corporate accounts every time.
Finally, we look at how to measure success
Downloads are a surface metric. The real indicators are mentions, shares, and conversations. Are new leads or journalists referencing the show? Are your teams using episodes in sales decks or internal meetings? Those are signs of impact.
The message of this episode is simple
Distribution isn’t the end of your workflow - it’s where connection begins. If you treat it like strategy, not logistics, your podcast stops being a side project and starts becoming a visible, measurable extension of your brand.
