“High-quality content that drove 1M+ views and real leads.” - Marketing Manager, No Stress (Pulsetto)      “High-quality content that drove 1M+ views and real leads.” - Marketing Manager, No Stress (Pulsetto)      
    Marketing & Promotion

    The podcast marketing agency that gets B2B shows heard

    Launch it properly, promote every episode, and make the show findable wherever your buyers look. One UK team covering distribution, clips, podcast SEO, guest PR and paid, with a post-production studio in Bristol and a crew that travels.

    Let's talkNeed production too?

    A podcast marketing agency plans, promotes and grows a podcast so it reaches the people it was made for. That means launch strategy, distribution across every platform, short-form clips for social, podcast SEO, guest and PR outreach, paid promotion where it pays back, and reporting that shows what actually moved. Earworm does all of that for B2B brands from Bristol, London and across the UK. Most shows do not fail because the conversations are weak. They fail because publishing gets treated as marketing, and a feed of good episodes sits unheard. We fix that: a launch with a plan behind it, a promotion engine that runs every week, and an honest read on whether the right people are paying attention.

    What podcast marketing looks like when it is actually done

    Podcast marketing agency clip edit: a multi-camera B2B episode cut into vertical short-form clips for LinkedIn and YouTube Shorts
    Podcast growth reporting: audience, watch time and follower trends for a B2B podcast marketing campaign
    Podcast promotion assets: episode artwork, audiograms and social posts for a UK B2B show launch
    27%

    of UK adults now listen to podcasts each week (Ofcom, 2026)

    68%

    of weekly UK listeners listen to podcasts that include video (Ofcom, 2026)

    6.4 hrs

    average weekly listening per UK podcast listener (RAJAR MIDAS, Spring 2026)

    51%

    of Americans aged 12+ have watched a video podcast (Edison Research, 2025)

    How we promote a podcast: launch, distribute, clip, rank, amplify, measure

    Podcast promotion is not one tactic. It is a sequence that runs on every episode, so each release compounds on the last instead of starting from zero.

    01

    Launch

    Positioning, audience, trailer, launch plan

    02

    Distribute

    Apple, Spotify, YouTube, Amazon, RSS, LinkedIn

    03

    Clip

    Short-form cuts built for social feeds

    04

    Rank

    Podcast SEO: titles, notes, transcripts, pages

    05

    Amplify

    Guest PR, newsletters, paid where it pays back

    06

    Measure

    Real listeners, reach and pipeline, not downloads

    Every stage feeds the next. A guest with an audience is distribution. A clip that performs tells SEO what to title. Reporting tells us which lever to pull next month.

    Podcast marketing services: Launch, Grow, Optimise

    Launch: strategy and positioning

    Who the show is for, why they would come back, and how it gets found on day one. Trailer, artwork, launch sequence and a plan for the first ten episodes. If you also need the show made, our podcast production agency handles it under the same roof.

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    Launch: distribution everywhere

    Apple Podcasts, Spotify, YouTube, Amazon Music and the open RSS ecosystem, set up properly with the metadata, categories and artwork each platform wants. Video-first, because that is where B2B audiences are moving.

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    Grow: short-form clips

    The biggest growth lever for B2B shows. Episodes cut into vertical clips for LinkedIn, YouTube Shorts and Reels, captioned, hooked and scheduled, so the show reaches buyers who will never open a podcast app.

    Grow: podcast SEO

    Episode titles written for search, show notes that answer real questions, full transcripts, episode pages on your site and structured data. The show starts surfacing in Google, Apple, Spotify, YouTube and the AI assistants your prospects now ask first.

    Grow: guest PR and cross-promotion

    Guests with audiences bring those audiences with them. We prep guests with ready-to-post assets, pitch your hosts onto other shows, and place episodes with the newsletters and communities your buyers read.

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    Grow: guest booking

    The right guest is both content and distribution. We research, approach and book the operators, founders and senior leaders your audience wants to hear from, then handle the logistics.

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    Optimise: paid promotion

    Paid runs on moments, not autopilot: launches, flagship guests, campaign tie-ins. LinkedIn, YouTube and Meta, with creative built from the episode itself. If you want a media-buying specialist on the campaign, our video advertising team runs it.

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    Optimise: analytics and attribution

    Downloads tell you very little. We report on real listeners, watch time, clip reach, follower growth and the site traffic and conversations the show creates, in a format a CFO would recognise.

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    Optimise: ongoing growth retainer

    Once the show is launched and the engine is running, growth becomes a monthly rhythm: clips, SEO, promotion and a numbers review every month. That is our podcast growth service.

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    We bring the studio to you

    A full multi-camera kit and crew that travel to your offices or any space that suits, studios sourced and booked where a brief needs a formal room, and a remote workflow for guests anywhere. Marketing works best when it is built into the recording, not bolted on after.

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    Good show, not enough people hearing it?

    Tell us where it is stuck. We will tell you which levers will actually move it, and which ones are a waste of budget.

    Let's talk

    How a podcast marketing engagement runs

    Four phases, one team. We start by finding out what the show is for and who it has to reach, then build the promotion engine around it. Timelines depend on whether we are launching a new show or picking up an existing one.

    01

    Audit

    02

    Launch

    03

    Grow

    04

    Optimise

    DIY podcast promotion vs a podcast marketing agency

    Plenty of teams promote their own show well. Here is an honest read on where doing it in-house works, and where an agency earns its fee.

    DIY promotionPodcast marketing agency
    Launch planUsually a publish date and a LinkedIn postPositioning, trailer, launch sequence and guest line-up before episode one
    DistributionTwo or three platforms, set up once and forgottenEvery major platform, configured for each one, checked every release
    Short-form clipsDone when someone has a spare afternoonCut, captioned and scheduled from every episode, every week
    Podcast SEOTitles written for the host, not the searcherTitles, notes, transcripts and pages written for search and AI assistants
    Guest reachHope the guest shares itGuests briefed with assets, hosts pitched onto other shows
    Paid promotionBoosted posts, no measurementRun on launches and moments, measured against real reach
    ReportingDownloads, sometimesListeners, watch time, clip reach, traffic and pipeline, reviewed monthly
    CostCheap in cash, expensive in hoursA scoped fee against a fixed set of outputs
    Best forFounder-led shows with time and a warm networkB2B teams who need the show to justify its budget

    Podcast marketing in practice

    Soldo's The CFO Playbook, IG's The Art of Investing, Polly's Pretty Covered, Pulsetto's No Stress, Collyer Bristow's US-UK Tax Talk and Wenodo's Dig In. Different sectors, same principle: promotion was built into the show from the first recording, not bolted on when the numbers stalled.

    Podcast marketing FAQs

    A podcast marketing agency plans, promotes and grows a podcast so it reaches the audience it was made for. In practice that covers launch strategy, distribution to every platform, short-form clips for social, podcast SEO, guest PR and cross-promotion, paid promotion and reporting. Some agencies only do one of those. Earworm runs the whole engine, and can produce the show too.

    It depends on what you want done and how often you publish. In the UK market, a freelancer cutting clips and writing show notes might charge a few hundred pounds an episode; full-service podcast marketing from an agency typically runs into the low-to-mid thousands per month, and paid media budgets sit on top of that. Earworm scopes each show individually, based on publishing cadence, the channels that matter to your buyers and whether production is included, and we will show you the maths before you commit.

    For B2B shows, short-form clips on LinkedIn and YouTube are the biggest single lever, because they reach buyers who will never open a podcast app. After that: guests with real audiences, podcast SEO so episodes surface in search and AI assistants, and consistency. Publish on a schedule, promote every episode the same way, and review the numbers monthly. Tactics come and go; the rhythm is what compounds.

    Start with the levers you control: distribute to every platform, cut clips from every episode, write titles and notes for search, and give each guest ready-made assets to share. Then extend reach: pitch your hosts onto other shows, place episodes in newsletters your audience reads, and use paid promotion on launch and flagship episodes. If you would rather not run all of that in-house, that is what a podcast promotion service like ours is for.

    No. A podcast advertising agency buys ad slots inside other people's podcasts to promote a brand. A podcast marketing agency promotes your own show. We do run paid campaigns to grow a show, and our video advertising team handles media buying, but the core of this service is making your podcast findable and worth sharing.

    Sponsors buy audiences, so the first job is to build one worth paying for and be able to prove it with clean analytics. Then approach brands your listeners already buy from, directly or through a podcast ad network, with a media kit that shows who listens and why they trust you. For most B2B brand podcasts, though, sponsorship is the wrong goal: the show exists to build pipeline for the company behind it, and that is usually worth far more than a sponsor read.

    There is no reliable industry figure, and the numbers you see quoted online are mostly recycled guesses. What is well documented is that a large share of podcasts stop publishing within their first year, usually because nobody planned beyond the first few episodes or because no one was listening and no one knew why. Both of those are marketing problems, and both are fixable before launch.

    No. Ofcom's 2026 research puts weekly podcast listening at 27% of UK adults and rising, and more than two thirds of weekly listeners now listen to shows that include video. Audiences are growing; the bar for being found is higher. A show launched in 2026 with a clear audience, a video-first plan and proper promotion has a better chance than most shows launched five years ago.

    Growing. In the UK, weekly podcast reach has risen to 27% of adults according to Ofcom's 2026 audio report, and RAJAR's MIDAS Spring 2026 survey has listeners averaging around 6.4 hours a week. In the US, Edison Research's Podcast Consumer 2025 reports that over half of people aged 12+ have watched a video podcast. The growth is increasingly on video, which is why we build every show video-first.

    Yes. If the show is well made, we can launch or grow it as a standalone engagement from anywhere in the UK. If production quality is the thing holding it back, we will say so first, because promoting a weak show wastes your budget. Our production crew and post-production team are there if you want to fix that too.

    Related reading

    Guides and insights from the Earworm team on this topic.

    Stop publishing into the void.

    Tell us about the show, or the show you want to make. We will give you an honest read on what it would take to get it heard, and a scope that fits.