#38: Podcast Growth Strategy: Three Tier Framework

In this episode, Ed Barker, founder of Studio 1878, opens a five-episode series on podcast distribution and growth by challenging the assumption that being available everywhere is the right strategy.

RSS distribution to Spotify, Apple Podcasts, and other listening apps is largely automatic and not where the real decisions lie. The harder question is how many additional formats to commit to: full video for YouTube, social clips, and written content can push weekly production from a couple of hours to 15 or 20, and that investment needs to be justified. The episode introduces a three-tier framework for thinking about platforms: a primary platform where you build a direct audience relationship, typically a website with email capture; secondary platforms where discovery happens, such as Spotify, Apple, and YouTube; and tertiary platforms for short clips designed to drive interest. The right choices depend on owned versus rented audience relationships, where your actual listeners are, what the show is trying to achieve commercially, and how much production capacity you can realistically sustain.

The interactive Platform Decision Matrix can be found below and Distribution Audit Template can be found here.

What’s Inside

00:00 Introduction: New Series on Distribution

00:53 The Content Factory Problem

02:45 Three Tier Framework

03:01 Primary, Secondary & Tertiary Platforms

06:01 Framework in Practice

08:25 Platform Deep Dive: Spotify, Apple, Youtube

10:20 Which Platform Should You Prioritize?

11:21 Owned vs Rented Land

12:30 Decision Framework Questions

13:44 Key Takeaways

Platform Decision Matrix

Platform Decision Matrix

Find out where to focus your podcast distribution effort

Question 1 of 6

Who is your primary target listener?

Corporate / Executive (Director+)

Mid-career professionals

Founders / Entrepreneurs

Younger professionals (under 30)

Question 2 of 6

When does your audience most likely listen?

Commuting / In transit

At desk while working

Exercising / Walking

Dedicated viewing/listening time

Question 3 of 6

What does your show look like?

Audio conversation / Interview

Solo commentary / Monologue

Visual elements matter (demos, slides, screen shares)

Highly produced / Narrative storytelling

Question 4 of 6

What's the main outcome you want?

Build owned audience (email list, direct relationship)

Maximise reach and brand awareness

Lead generation (identifiable prospects)

Thought leadership / Credibility

Question 5 of 6

What can your team sustain weekly?

Minimal (2-4 hours) — audio only, light editing

Moderate (6-10 hours) — audio plus some clips

Significant (12-20 hours) — full video, clips, written

Dedicated resource/team — can do it all

Question 6 of 6

What existing audience can you tap into?

Strong email list (5,000+)

Active LinkedIn presence

YouTube channel with subscribers

Starting from scratch

Back Next

Your Distribution Strategy

Based on your answers, here's where to focus:

Start over

Want help building a distribution strategy for your show?

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