Choose a commercial theme
Use the go-to-market brief to choose a problem, audience, and point of view worth repeating across formats.
B2B media distribution strategy
Build beyond
the episode.
Turn a podcast audience-growth campaign into a coordinated media program. Connect episodes, clips, practical resources, and account-relevant content around one commercial story.
Your audience does not follow a channel plan.
People may first encounter your expertise in a clip, a useful guide, a publisher placement, or a full conversation. A wider strategy gives those touchpoints a shared purpose. We plan the sequence, clarify what each channel can target, and set a separate success measure for each.
From brief to learning
Give every format a job
Use episodes for depth, clips for discovery, guides for practical value, and landing pages for an explicit next action.
Coordinate and learn
Set a flight plan, creative owner, review cadence, and reporting dictionary before committing a larger media budget.
The working scope
What goes
into the plan.
- Quarterly audience and channel strategy
- Content-to-channel distribution matrix
- Campaign sequence and budget allocation
- Creative requirements and approval workflow
- Measurement plan and monthly learning review
Measurement with context
Know what
the numbers mean.
Read each channel on its own terms. Do not add podcast downloads, video views, and ad impressions into a single “people reached” number. Deduplication and attribution require appropriate data and cannot be assumed.
Before you press play
A little
more detail.
Which channels are included?
The plan can combine podcast distribution, professional social, approved publisher placements, and distribution of clips or written resources. Inventory, creative production, and activation are scoped for each proposal.
Do you produce the content?
Heard Of focuses on audience and distribution. We map the assets needed and coordinate with your existing team or a separately scoped Content Allies production engagement.
Can you reach our account list everywhere?
No. Account matching is available only on supported channels and depends on platform eligibility and match coverage. Other placements use contextual or broader professional audience criteria.
When should we expand beyond podcast promotion?
When the initial campaign produces useful delivery and engagement evidence, your team has the necessary assets, and the next channel has a clear audience or learning objective.