Usually, we are approached with a brief, metrics, a link to the website, and expectations of ROI. But this time it was different.
At the first meeting, the client said:
“The podcast already exists. It has powerful guests. But not many people hear it. Can you see how this can be changed?”
The Leading People podcast has been around for several years. It was broadcast on 18 platforms and had powerful speakers in its arsenal. However, it lacked consistency: descriptions, covers, episode structure, social media activity, and audience engagement.
📌 We have set a key goal to increase the number of regular listeners to 500+.
As it turned out later, the task was more global. The podcast was only the first stage. The client’s dream was much bigger:
- creating a community;
- regular events in the format of a podcast cafe;
- launching monetization through the sale of additional materials.
In this case study, we will tell you how we took the podcast to the next level and prepared the foundation for the next steps of growth. And we even helped to create a book! Is it difficult? No. Interesting? Yes! We’re going to tell you about one of the most unusual projects of the Solve Marketing department.
What do you need to find out before starting a project?
Analysis of initial data:
- We assessed the current situation.
- We identified areas for improvement: lack of CTA, underdeveloped social media, unformatted covers, overloaded profile header, and repetitive descriptions.
💡 Formulated recommendations for podcast packaging
To do this, we analyzed competitors’ content, saw trends, and immediately provided recommendations, for example:
🧲 Highlighted tools for engaging the audience
After auditing LinkedIn, Facebook, Twitter, and external promotion channels, we provided recommendations with a focus on organic promotion.
- Creating lead magnets (checklists, guest articles, recommendations) for subscribing to a podcast.
- Email marketing: collected subscriber base → digests, announcements of new issues.
📝 Overall, the audit helped:
- Identify key growth points.
- Show how you can scale without advertising through content and systematic work.
- To take the first step towards deeper cooperation.
The client saw our approach and immediately said: “OK, let’s do it”
When we started working with Leading People as remote marketing department, we already had an understanding of the project’s weaknesses:
- no positioning;
- no promotion funnel is built;
- there is no visual style;
- the potential of the content is not unlocked.
But there were also advantages that were worth utilizing:
- The podcast provided its listeners with depth, emphasizing quality.
- The author of the podcast realized the power of the community, and this was our vector.
- In addition to the guests, it was very interesting to listen to the author of the podcast.
All that remained was to use all the strengths and correct the shortcomings: create the right positioning, develop the design, connect promotion with a focus on organic promotion and high-quality content packaging. In podcasts, the key is the content, and everything was fine with that. But the wrapper is also very important.
Project management tactics
We compiled a list of relevant external platforms: from online catalogs to partner platforms and specialized communities. We selected the points of contact with the target audience so that the brand could be heard where it was not yet present, but where it was already expected.
🧠 We have engaged a team of experienced specialists in the project, each of whom was responsible for their own area:
- PM — to keep your focus on important tasks and complete everything without delay.
- Marketing specialist — from conducting research to developing a strategy, as well as ongoing oversight of its implementation.
- Content maker — turns ideas into meanings, helps to plan headings and create high-quality content.
- Designer — brand design, posts and special events.
A remote marketing department is when, instead of hiring individual specialists who work in isolation, you have a single team that keeps up the pace, thinks strategically and handles tasks comprehensively.
✅A system that doesn’t break down: communication is clear and transparent, meetings are for prioritization and synchronization, and everyone knows the common goal.
✅ Planning and control: monthly strategic planning and review of priorities, anticipating workload, adapting to feedback. Regular synchronization meetings with the client.
✅And most importantly, we can now focus on the product while we take control of everything related to growth, brand, and customer engagement.
Do you need a team without the extra costs of recruitment, onboarding or office space? Solve Marketing — a remote marketing department that delivers results.
Content and copywriting
When we started working with Leading People, the project already had high-quality content, but the visual presentation did not match the level of the speakers and the audience.
It lacked a recognizable style, structure and visual identity that would convey key associations: trust, intelligence, expertise, and international context.
Content without a design is like a book without a cover, it’s hard to understand what it’s about, whether it’s worth reading, whether it’s for you or for someone else.
Instead of designing several covers, we created a library of media that the client is now using in their communication. Visual style has become a tool of consistency: it helps to decide what content to publish, when and how.
🟡more than 60+ visuals for announcements, expert posts, short infographics;
🟡 templates for carousel posts;
🟡 a special style for guest faces, where each speaker was part of a holistic project;
🟡 updated covers of the Buzzsprout platform, which became the basic representation of the podcast.
🟡 zoom branding for podcast cafes;
🟡 graphics for the webinar (Kajabi);
🟡 presentation slides and landing pages.
Special emphasis was placed on the ethical and representative components:
● designers consciously selected images that took into account racial, gender, and age diversity;
● the visuals were in line with the brand’s tone of voice: modern, laconic, mature, but not cold.
We also regularly updated our content plans on a monthly basis, taking into account analytics, topics, hashtags, and post types, and based on this, we created and posted content.
Insight: In the B2B sector, a brand’s visual identity is the first thing the audience notices, even before reading the text. The audience of a C-level podcast won’t pay any attention to something that’s been cobbled together.
Podcast teasers. We realised that these are standalone pieces of content that need to work on their own, which is why we crafted stories that encouraged listeners not only to tune in, but also to come back for more.
- More than 40 adapted descriptions that have become independent content units.
- Welcome posts, thematic series, and expert notes were created specifically for LinkedIn, Facebook, and Twitter.
- Later, the following sections appeared: “Voice of the author”, “Insight from the podcast”, “What to read/listen to”, and “The one simple thing”. They were created as part of the logic of our audience’s thinking.
In parallel, we worked on deeper content units
For example, a checklist. It was created based on the topics of the podcast, became the first lead magnet, and worked as a bridge between the episode and the subscription.
Next up are texts for landing pages, Kajabi pages, and email messages. Again, emphasis on every word for an audience that is accustomed to depth, respect, and accuracy.
Book
The largest visual project was a book based on the podcast author’s philosophy.
It was already a full-fledged author’s product. We developed the structure, adapted the slang, did the editing, worked with a designer, and simultaneously integrated it into the Kajabi funnel.
It was a challenge, because:
- The client wanted a deep text presented in an easy way.
- The style was supposed to resemble an international expert guide, not a PDF.
- Adaptations, edits, and new concepts emerged at every step.
If you want your content to be one of the points of interaction with your customers and to drive sales systematically, we look forward to seeing you at a free consultation, where we can discuss your situation.
PR, lead generation and analytics
Organic growth
From a certain point on, we focused only on organics:
- “Seeds” in LinkedIn groups and publics.
- Templates for personal networking and distribution.
- Research and selection of hashtags.
- Working with blogs on Kajabi.
- Focus on regularity: posts every 1-2 days to maintain engagement.
The first step was a PR presence in relevant niches:
- We have researched dozens of LinkedIn groups where HR leaders, executive coaches, and managers communicate.
- Created message templates that do not resemble advertising but rather arouse interest.
- We published announcements, lead magnets, and thought leadership posts there.
Then we gradually moved on to the lead generation funnel. We started with proven tools:
- Checklist: we focused on the content of the podcast so that the audience would feel a natural transition from listening to interaction.
- The book: we created the structure, adapted the slang, worked on the depth, and eventually made it part of the funnel.
- Webinar on Kajabi.
Everything was written with the specifics of the audience in mind: HR directors, coaches, managers. Kajabi, email, and the structure of the landing page — each element had to match the rhythm of a professional, and not distract from the essence.
Do you want to launch a lead generation that takes into account the specifics of your business? Let us help you build it together!
If you need not just a contractor, but a team that cares about the project, sign up!
Team model and flexible management
All work on the project was based on weekly meetings, Google Drive, task tracking, and transparent communication. We adapted to the client’s feedback while maintaining consistency: we developed checklists, updated templates, and launched new formats.
During our cooperation, we went through the entire cycle of brand development: from strategy to systematic content work, from social media to a full lead generation funnel. We responded flexibly to challenges, kept the pace, and relied on meaning.
1. Quantitative results:
- We reached the initial goal: 500+ listeners (there were 100) and the number continues to grow regularly.
- Increased activity on social media (reactions, subscriptions, shares).
- The emergence of a subscriber base collected through lead magnets.
2. Qualitative changes:
- Visual identity of the podcast: a complete change of style, recognizability, and professional look.
- Constant presence in social media: authoritative brand representation.
3. Product infrastructure:
- Creating a Kajabi platform for webinars and products.
- Ready for launches: banners, email routes, pages, funnels, lead magnets.
4. Impact on the brand of the podcast author:
- Increased recognition in niche circles (HR, coaching, C-level).
- Increase the importance of the author’s voice through stylized content.
- The basis for developing a personal brand through a podcast was created.
How did this story end?
When we start cooperation, we warn our clients: working with us is not about hiring just another contractor. Our interaction is more like a partnership, so we build long-term, warm relationships based on trust and mutual respect. That is why this story is not over, we continue to work and hope to bring the client as much benefit as possible.
Nowadays, “Podcast for yourself” has become a system that works for the brand.
In the beginning, this podcast was about inspiration, interesting conversations, and inner search. But each episode had the potential to become an expert platform.
The project did not have a large advertising budget. Therefore, we built our development on systemic processes, content, a powerful vision, and the strong expertise of the podcast author. These were the reasons for growth.
Content, visuals, management — everything works as a single organism. We have built a communication that holds attention, inspires trust, and encourages action.
What the client got
● Achievement of the planned indicators.
● Peace of mind and comfortable cooperation: we took care of the entire operational burden.
● A system that works even without daily intervention.
● A team that does not need to be constantly monitored.
What we got
● Experience at the intersection of podcast, B2B communications, and personal brand.
● Another confirmation: content marketing works when it is backed by thought, taste, and consistency.
● Gratitude from the client and a large number of recommendations of us as a team to their friends and acquaintances.
If you need not just marketing, but a system, we can become your remote marketing department, not just another agency.
We work with such services as:
● A marketing strategy that is needed both for startups to move in the right direction from the very beginning without draining the budget, and for existing businesses to systematize actions, scale, and grow without chaos. This is the basis that allows you to see the goal, understand the audience, work in a team, and get real results.
● Design development (brand book, logo) and of websites is the first thing a client sees and where trust begins. We develop visual systems that work as a tool: they help structure content, maintain style, and be recognizable on any platform. For startups, it’s a way to make a professional statement. For an existing business, it’s a way to clean up and enhance the impression of the product.
● Developing a positioning is the essence of how the market perceives you: who you are, what makes you different, and why people should come to you. We help to formulate this identity in a clear, strong, and understandable way — for clients, team, and partners. For startups, it is the foundation that sets the tone for all communication. For an existing business, it is a tool to focus, differentiate from competitors, and strengthen the brand in the minds of the audience.
● Building choice factors is our unique methodology with the criteria by which a potential client chooses you. We help you clearly define what is really important to your audience and then integrate these factors into your website, presentations, communications, and content. This gives your business a competitive advantage, builds trust, and speeds up the buying decision.
👉 Ready? We look forward to a free consultation to discuss what your business needs at this stage.
