The podcast agency I’ve built has:
→ Produced almost 10,000 episodes
→ Across 140+ brand podcasts
→ With 15 million downloads combined

It started as just me in 2016 and now is a global team of 35, incredibly talented podcasters.

We create the best brand podcasts in the business.

But it wasn’t always like this.

On LinkedIn, I'm sharing the hard-won lessons from developing, producing, and growing all these amazing shows that got us here.

Follow along if you want to create a bigger and better podcast for your brand.

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"MoneyWise started as an idea that really intimidated me. It's a ton of work, and Lower Street have made it very easy for me to make a very popular show."

Sam Parr, Host of MoneyWise and Co-Founder of Hampton

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"Harry and the team are professional, knowledgeable and friendly. But perhaps more importantly, the output they produce is exceptional.”

Michael Bird, Head of Audio at HPE

Harry Morton

What a load of old bollocks this is in The Times.

Mistaking video-led discovery for the death of audio is dangerous.

James is right, podcasting is shifting and the big shows are largely going video. As are brands.

And it makes sense, video (in YouTube + social) gets you

- Distribution and discovery
- A multi-channel platform
- Community engagement
- Quicker algorithmic feedback on content - what works and what doesn't

But to suggest audio is obsolete and dying is ridiculous.

Yes - as James talks about in the article - when TV came along, the status of radio stars dropped significantly and the big talent shifted to the visual.

But today 86% of the UK adult population listens to the radio every week.

Its role has changed, but it hasn't gone anywhere.

We can talk all day about intimacy, the fact that you can consume audio when your eyes and hands are busy, the role it plays in companionship and community.

The economic challenges of producing narrative audio are real and yet it survives because of these things.

At the end of last year, CUMULUS MEDIA and Signal Hill Insights shared with us that 92% of podcast consumers listen. Only 8% *only* watch podcasts.

Of those 92% who listen, do they *only* listen? No, many of them watch as well, but to say that audio is "dying" is complete rubbish.

Growth and consumption are two totally different jobs and audio is doing the consumption bit just fine.

Video is a distribution multiplier not a replacement for audio.

Debate over the definition and future of podcasting is really only something we on the inside care about. The consumer just wants good shows to listen to and watch, they don't care what it's labelled.

Perception is important. When “podcast” becomes shorthand for video chat shows, it creates a discovery and buying problem for audio-first formats. If people think podcasts require sitting and watching, many of the best use cases for audio never even get considered.

So while discussions like this are fairly navel gazey, I think they're potentially quite harmful in influencing creator decisions, investment strategies, what gets commissioned.

If we all believe and reinforce the idea that video is the only way forward, and we over-invest in the formats and content that perform in that medium, we'll neglect the things that make audio so special and that there is still so much demand for.

The future is "yes and..." Video helps with reach and content validation. Audio is for depth and habit.

I see this first hand with Moneywise, a podcast I co-present and talk about a lot. The reach and engagement in the comments comes in video.

But the die hards, the people who show up every week and consume the entire episode and who - most importantly - convert the best for Hampton, the brand behind it. Those people are the listeners.

It's attention vs retention.

Video will change how podcasts are discovered.

Audio is about how they fit into our lives.

The Podcast Strategist, sharing everything I know and learn about brand content | CEO, Lower Street, podcasts for brands | Clients Pepsico, Fidelity, Booking.com & more.

Building a new podcast and video studio in this space. I’ll be sharing the whole process here.

This is the “before” shot.

As I go, I’ll document things like:

- How content strategy informs design
- Set design and creative decisions
- Sound treatment and lighting
- Tech considerations
- All the gear
- How tos

And then you’ll see the “after” shot.

If that sounds interesting give me a follow.

If you have questions or things you want me to cover as I document this, let me know.

Also I’m keen for input - let me know what you think I should do with the space.

Humans hire other humans.

So your LinkedIn profile should read like one...

Stop writing about yourself in the third person, or using corporate language to describe your experience selling "innovative solutions".

If I'm bored reading your profile, chances are I'm not looking forward to speaking to you for an interview.

I totally get the instinct to be conservative, not offend, play it safe. But the problem is, if you do that, you sound like literally everyone else on the planet.

Totally indistinguishable.

On the other hand, if I read your profile and get a sense of who you actually are as a person, how you communicate, what you care about and believe in, how you approach your work - I get so excited when I find those.

Your past job titles and descriptions, the posts you publish and share, definitely your "about" section. These are all opportunities to reach out of the screen and make a connection with the human reading about you on the other end.

Hey, I'm just one hiring manager. I guess if you want a role as a senior accountant at a big 4 firm, maybe this advice doesn't track. But even accountants are humans, right?! :)

This ad cost us £5k to make. We shipped it in 3 weeks.

Here's what that looked like.

This was a bonkers project and not like any client work we've done.

I'll break down what it cost, how and why we did it...

We were planning the promotion of our new video podcasting services for brands and 3 weeks out, we didn't feel like we had enough to do the announcement justice.

So the team pitched a concept for a video ad to show - as well as tell - what we're all about.

We didn't have time and we didn't have budget. Constraints breed creativity and this ended up being the most fun project (if also one of the more stressful) of 2025.

The concept came about quickly - I part own a small herd of cows. This felt different and interesting enough to stand out and also kept our costs down.

Cows can be divas but their fees aren't too high. Fields are a bit more logistically challenging than a studio, but they're much cheaper!

At Lower Street we're expert writers, producers, editors, storytellers, so much of this we could do in house.

We had to outsource:

- A camera crew (including sound)
- Makeup 💅 
- My friend Marguerite as resident cow wrangler
- Food for humans and cows on set
- Some transport

Everything else we handled ourselves. It was a mammoth effort.

Week 1: we came up with the concept, wrote it, edited the script, and booked in all the freelancers. We prayed for sun (not a guarantee in England).

Week 2: I learned my lines (ish). We shot it.

Week 3: we edited it, graded the video, planned the release copy, and shipped it.

Week 4: the video launched here, on industry press, and on YouTube.

We paid for some targeted views on YouTube to help us reach who we needed to.

The reception to the ad was great, we had some inbound off the back of it, and it sparked many ideas of content we should produce going forward. Overall a big win.

Moving this fast isn't possible for all teams - particularly in bigger companies. But this does show how committing to an idea and working within tight constraints can create really great outcomes, and original content.

I'd love to hear your stories of shoestring productions and what you have planned for this year?

Looking for the right person to lead the commercial side of the business.

We're growing and need someone to own revenue, how we show up in the market, and play key role in shaping our strategy going forward.

If that's you, or someone you know, take a look at the info below and submit an application. We'd love to hear from you.

Growth hack your way to a big podcast in 2026...

Grey hat guide to growing a hit show:

1. Create AI slop content farms

Create burner youtube accounts and fill them with hundreds or thousands of AI generated clips from your episodes to mass A/B test content, titles, and descriptions.

the winners tell you how to position and package your episodes, what content to make.

2. Fake it 'til you make it

buy followers and youtube subscribers. pay to boost episode views on youtube. Create fake accounts to comment early on your episodes.

Use this social "proof" to book big name guests.

use the proof and the guests to pitch sponsor deals. use that cash to repeat the above.

3. Mine TikTok for controversy

controversy = comments = reach

look for anything loosely related to your niche that gets people going on social media. misinformation, fear mongering, whatever.

we just want engagement.

4. spam

Use tools like Apollo to build lists of your target audience and then auto-enroll them to your podcast newsletter.

you have a huge newsletter overnight - add it to your sponsorship pitch deck.

5. buy youtube ads against your competitors

get banners and pre-roll clips of your content on the shows who's audience you want to steal.

make the packaging similar to improve ctr.



What am I missing? would you (do you) use these tactics for your show?

Trade shows are one of the best places to grow a B2B podcast.

Here's a great example from Raptive.

B2B podcasts can be challenging to promote. It's not just quantity of listeners you're typically trying to reach but also quality.

Spray and pray doesn't work, you have to be focused.

Trade shows and conferences are the perfect place to activate your podcast.

You have a high density of industry-specific people (your target audience), who are explicitly in the room to network and learn.

That's exactly where podcasts fit.

Use your booth to promote your show. That could mean flyers, QR codes, or giveaways.

Or, like Raptive did, put your show front and center. They had screens and headphones so folks could sample the show right then and there - no friction.

It gives visitors a reason to hang out at your booth, it immediately stands out from all the other companies sitting behind desks or trying to give you a free mint and a stress ball.

It's the perfect representation of your company's brand, its voice, its values, and its expertise.

And the perfect opportunity to capture the exact listeners - and maybe even guests - you want for your podcast.

Some nice podcast PR wins for two of our clients.

The trick to coverage like this isn’t just a great promo team (though that helps 😉).

It's earned by having something genuinely worth talking about.

That might be recognisable talent having more honest, human conversations than you'd expect, like Changing Rooms from Elect.

It might be taking a familiar topic and approaching it differently, like 1440 Explores, unpacking how large language models actually work in new ways.

If you want your show to stand out and earn attention, it has to have something noteworthy about it - something worth talking about.

If you nail that in the development of your show, it makes the growth and promotion stages of the project so so much easier and more effective.

My son (6) wrote his first song the other day.

The lyrics go

All day, I lik to play
Ooh yeah, ooh yeah.
All I lik to do is play play!


Here's what it taught me about creativity...

I dunno, something about authenticity, whatever, I just thought it was sweet.

AI redesigned my office as a podcast studio.

Here’s what it gave me.

More incredible podcast conference activation. So good!

We’re officially counting down to IPPE 2026 in Atlanta 🥚🎙️Last year at PEAK, which was our first in-person event, we had an absolute blast connecting with so many industry professionals. There was great conversations, great energy, and a lot of ideas that stuck with us long after the show floor cleared.

This year? Let’s just say… we’ve been planning. 👀 Eggheads is excited to engage with producers, processors, suppliers, and industry leaders again by sharing ideas, learning what’s top of mind, and continuing the conversations that move this industry forward.

If you’re attending IPPE:
• Drop a comment with the day(s) you’ll be there
• Tell us what you’re most excited to see or talk about
And if you still need to register, use code EX76112 for a discount.
Atlanta, we’ll see you soon. 🥚✨

#IPPE2026 #EggIndustry #PoultryIndustry #EggheadsPodcast #AgIndustry #AgNetworking #FoodProduction

Lower Street

Next-level podcasting for brands: assisting enterprise companies, agencies, and brands with producing the highest-quality podcasts for the right audience. Services include: podcast launch/strategy (and audit/relaunch), professional podcast production, podcast editing/post-production, podcast promotion and audience growth. Specialized in branded podcasts, podcasts for enterprise organizations, thought leadership podcasts; experience with a wide range of brands and verticals including financial services, consulting, sustainability, fintech, legal, SaaS providers, healthcare, and more.

Podcast Strategist-Branded Podcast Production & Growth

Style & Substance Communications, LLC

I help companies with a wide array of copywriting needs, including editing, producing marketing content and collateral, and public relations. Some of the work I have done includes: writing press releases and copy for crowdfunding campaigns, editing website content, writing articles for magazines and websites, and creating blog and social media strategy and content. 

While traveling and living around the world, I have also started helping non-native English speakers with their English-language content. I help them craft a message that is persuasive, fluent, and accurate. I have assisted individuals with optimizing their CVs, cover letters, and Linkedin profiles.

My clients get results they can be proud of, to project the best image for themselves or their company. I excel in listening to clients to understand their needs and properly communicate their message and vision. Working with me, clients can expect efficiency and high-quality work that exceeds their expectations and comes in before deadline.

Copywriter, Editor and Marketing Specialist

EasyLiving, Inc.

Responsible for company communications and public relations. Coordinate the communications strategy and assist in producing written pieces for various media outlets, including social media and website. Transitioned to a consulting role in 2021.

Director of Communications

Podbean LLC

Communicate with podcasters and organizations running internal communications and training podcasts, to support their efforts and address their needs. Organize community outreach: interviews, social media, events, collaborations, and sponsorships. Speak at podcasting and employee development/training/HR conferences on various aspects of podcasting.

Coordinate with the Podbean team to effectively provide education and communicate information to customers and the podcasting industry. Create and edit support articles, blog posts, press releases, website content, and print materials. Help develop compelling marketing copy and strategies for current and new initiatives.

Links: www.podbean.com, http://blog.podbean.com/, http://help.podbean.com/support/home, https://podcast.podbean.com/

Director of Communications and Corporate Podcasting Specialist

Aging Wisely, LLC

Responsible for company public relations and communications via website, social media and traditional media.  Produce marketing materials, articles and company's written communications.

Led the company's marketing & P.R. efforts including creating and implementing annual marketing plan.  Duties include creating and updating company website and collateral, outreach & education efforts, community involvement, event planning and promotion, producing company newsletter and other communications and building relationships and collaborations.

Director of Community Relations

Spawash

Assist company with customer communications, marketing, public relations and social media. Plan, organize and attend events for community outreach.

Community Outreach and Communications

Eckerd College

Created and taught a new course, Introduction to Eldercare, in the Program for Experienced Learners.

Adjunct Professor, PEL

Junior Achievement of Middle Tennessee

•	Successfully led department to exceed yearly program goals: managed staff, developed strategy, created budget, monitored metrics and budget.
•	Developed new client relationships with large companies, school systems, and organizations. Presented convincing pitches to groups to engage more participation.
•	Managed relationships with over 2000 volunteers and teachers.
•	Planned participant appreciation events and recognition programs.
•	Trained classroom volunteer teachers and assisted with teaching curriculum.
•	Served on national committee to develop updated high school Economics program.

Director of Education

I help companies and individuals share their message and make the best possible impression.  If you are passionate about what you offer, let me help you successfully communicate that passion with the right messaging and outreach. I help you tell your story, so other people want to be part of it!

I'm a natural connector and community builder. I believe serving others and helping solve problems is the key to success. Living on three continents has only further reinforced the importance of listening, connecting, understanding, and building relationships.

All of this has crystalized into a passion and expertise in podcasting. I've worked with creators of all types and sizes in creating and growing their podcasts. This experience has led me into helping companies/brands develop the best possible podcasts for their goals, both for external and internal audiences. I've worked on the platform side at Podbean and now in production, strategy, and growth with Lower Street.

Specialties: Podcasting, Marketing, Public Relations, Writing and Editing, Social Media, Communications, Content Strategy and Development, Podcasting for Internal Communications and Employee Development, Branded Podcasts, Brand Management, Outreach and Community Relations, Community Building, Customer Service, Email Marketing, Crowdfunding Copywriting

Additional areas of expertise: Teaching (TEFL), Aging & Gerontology, Alzheimer's Disease/Dementia, Caregiving, Healthcare

Long-time podcast fan and founder of Podcast Brunch Club's Shanghai, China and Valencia, Spain chapters; cultural explorer; lover of books, travel, and food

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The Battle

Harry Morton

Shannon Martin

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taplio

The Battle

Harry Morton

Shannon Martin

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Harry Morton's LinkedIn Performance

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