Looking for marketing/growth courses as head of productions at a podcast studio
Hi all!
I’m the HOP Director at a French narrative podcast studio (we make shows about true crime, paranormal, disaster stories…). Across our three active shows, we gather around 450k streams/month, with our flagship true crime show sitting around 300k.
The studio was created in 2020 and I started my job in 2024. My background is editorial, I’ve been focused on restructuring our content strategy, improving narrative quality, optimizing episode titles/descriptions for SEO, and building author guidelines. That side I’m fairly comfortable with and I’m super happy with the shows from an editorial standpoint.
Where I feel less confident is the marketing and growth side : audience acquisition, social media strategy, understanding ad metrics, subscription growth (we have a premium tier). I can hold the conversation but I don’t have solid foundations.
Thing is, our studio does good numbers (in 2025, we were in the top 20 of the biggest podcast studios in the country) but no one really knows who we are, we’re not very present on SoMe, the Apple Explorer page never gives us any clout and although we make one of the biggest crime shows (top 5) in France, the Spotify awards that took place a few weeks ago in Paris completely snubbed us.
We’re also a super small team (me, a sound editor and a trainee) so I do most of the job myself. That’s why I’m looking for ressources : online courses, newsletters, communities… that would help a content-first person build real marketing literacy. Ideally something that doesn’t assume I’m starting from zero on the content side, but that gives me proper frameworks for growth and monetization.
Bonus points if you have recommendations specific to audio/podcast marketing rather than generic content marketing.
Thanks in advance!! And please don’t hesitate if any of you need info or advice on the editorial/content side, I’d be happy to help!