Looking to Grow a Successful Podcast Agency? You Need to Hear This First

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Getting a podcast agency off the ground and growing it to a high level of success, just like anything else, doesn’t happen just because. It takes a solid strategy, clear communication, and staying on top of key innovations within the industry, from a practice standpoint AND a technological one.

I had a great opportunity to sit down with Emily Page, one of the co-owners of Stories & Strategies, on Let’s Blow This Up (audio and video above, or keep reading if blogs are more your thing). Among many subjects, we discussed what makes an agency thrive, why downloads aren’t the only metric that matters, and how to approach growth with purpose. If you’re working in the podcast production space (or have aspirations to start an agency that helps others leverage podcasting), this is the clarity you need.

FACT: You don’t build a podcast agency on vibes and good intentions.

You build it on structure, communication, and a solid understanding of where the industry’s headed.

Take Emily’s story and rise to ownership in her agency. She didn’t just step into the space. She dove in from head to toe.

In under two years, she went from team member to partner. That doesn’t happen by accident. It’s the result of intention, adaptability, and knowing how to deliver a high-value experience to both clients and collaborators.

Key Traits That Drive Agency Growth

There’s no shortcut to running a podcast agency that actually lasts. If you’re serious about building one, here’s what you need to prioritize:

Strategy first. You need more than gear and editing skills. Build systems. Develop frameworks. Offer clear value and realistic expectations.
Communication always. Keeping clients happy means keeping them informed. Set expectations early and follow through often.
Relationships over transactions. Long-term success comes from building trust, not chasing quick wins.
Clarity of roles. Know who does what. This avoids bottlenecks and keeps your team moving forward.

Emily credits strong internal communication and a clear vision as major reasons why her agency has been able to grow quickly. There’s no magic to it. Just consistent, intentional execution.

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Don’t Obsess Over Download Numbers

We talk about this subject a lot on my podcasts because I feel the numbers get overvalued. Not that they don’t matter, but I think too many creators and agencies get tunnel vision when it comes to metrics. But not all metrics matter equally.

Here’s the reality:

Downloads are not the full picture.
Listener engagement is harder to track (but far more important).
Niche audiences convert better than broad ones.

If your agency is constantly reassuring clients about, or worse, overemphasizing download numbers, it might be time to reframe what success actually looks like. Emily and I both agree: focus on creating quality content that fits the brand’s goals instead of chasing inflated stats.

What About Ratings and Reviews?

Ten years ago, podcast reviews were gold. Now? They still help, but not in the same way.

Algorithms have shifted. Discovery works differently. Agencies need to adapt.

Instead of pushing for five-star reviews, think about:

How easy it is for listeners to share your episodes
Whether your content is delivering clear value in the first 60 seconds
How you’re repurposing each episode to create more touch points

If you’re doing those things well, growth will follow and ratings, reviews, even download numbers, will fall into place naturally.

What AI Means for Your Agency

Yes, AI is here. No, it won’t replace the human side of production 100%. But it can make your workflow faster and smarter.

Some ways podcast agencies can leverage AI right now:

Automating transcription and show notes
Assisting with first-draft content for repurposing
Enhancing sound quality and listener experience with smart tools

Don’t fear the tech. Use it to double down on the things that actually need a human touch: strategy, creative direction, relationship-building.

In order to grow a successful podcast agency, it’s important to focus on what keeps you ahead of the curve. In other words, be proactive, not reactive.

If you want to run a podcast production company that doesn’t just survive, but thrives, you need to think bigger than downloads and editing software. You need clarity, systems, and a strategic foundation that positions you as a partner. If you position yourself as just a service provider, it’s going to be more difficult to build credibility and experience true, tangible agency growth.

Start by asking yourself these questions: