If you’ve ever published a podcast episode and felt like it vanished into the void, you’re not alone.
You put in the time to book a guest, plan the conversation, record, and get it edited… then you post the link once, maybe share it again, and within a day, the internet moves on.
That doesn’t mean the episode wasn’t valuable. Podcast promotion isn’t a single post. It’s the plan that helps the right people engage with your brand, without you feeling like you’re shouting into the wind.
This is the third pillar of our “3 Pillars of a Standout Green Industry Podcast” series. We’re talking specifically about how green industry brands can promote a show in a way that’s sustainable and repeatable, especially if you’re publishing biweekly episodes (which is the cadence we typically recommend for clients).
(To fast-forward to the segment about Promotion, go to 44:30.)
A biweekly schedule is important here because it changes the goal. You’re not trying to create endless content. You’re trying to create a consistent rhythm where one episode fuels roughly two weeks of marketing momentum.
(If you haven't read them, be sure to check out the other articles in this 3-part series!)
- The Podcast Strategy Green Industry Brands Need First
- Landscape Industry Podcasts: How Top-Tier Brands Look & Sound Amazing
The Mindset Shift: “Posting the Episode” Isn’t Promotion
Most brands treat promotion like an announcement:
“New episode is live!... Here's the link"...(done)...(crickets)...
But audiences rarely take action the first time they see something, especially on social media.
Promotion is not “making noise.” It’s making discovery easier. It’s ensuring your best ideas show up in multiple formats, so people can engage in the way that fits how they consume content.
And the good news is a podcast is one of the easiest content sources to repurpose—because it’s full of moments, stories, and takeaways that can stand alone.
The Promotion Assets We Recommend From Each Biweekly Green Industry Podcast Episode
Here’s the practical package...If one biweekly episode is meant to carry two weeks, you need a few core promo assets that do different jobs.
Importantly, none of these requires you to invent new ideas. You’re simply pulling value out of what you already recorded.
1) Episode Summary/Description
Before you cut clips, you need a clean “home base” description that makes the episode easy to understand at a glance.
This becomes:
- Your podcast platform episode description
- A YouTube/Spotify/Apple Podcasts description
- The text you can pull from for posts and emails
A strong episode summary typically includes:
- The big promise (what problem this episode helps solve)
- 3–5 bullets of key takeaways
- Who the episode is for
- A simple call to action (“Watch/listen to the full episode…”)
Why lead with this? Because everything else—clip captions, carousel copy, even your own talking points—gets easier when the core message is already written clearly.
2) Social Clips (Short, Punchy, and Built to be Understood Fast)
Clips are your discovery engine. They let people sample your credibility and personality without committing to a full episode.
For a biweekly cadence, you don’t need 10+ clips. You need a smaller set of clips that are chosen intentionally.
A typical target:
3 short clips per episode (roughly 15–60 seconds)
But here’s the part most brands miss:
A clip is only as strong as the write-up that frames it.
Every clip needs a brief, compelling caption that does at least one of these:
- Calls out a pain point (“Most green industry podcasts struggle because…”)
- Promises a takeaway (“Here’s what to fix first…”)
- Creates curiosity (“The mistake we see all the time is…”)
- Names the audience (“If you’re a green industry brand trying to…”)
The caption’s job is to earn the view. The clip’s job is to deliver the value.
3) One Carousel (Visual Takeaways People Save & Share)
A carousel is one of the most effective value formats because it’s scannable, saveable, and shareable.
For each episode, we typically recommend one carousel that does one of two things:
Highlights the core takeaways (the “3–5 things to remember” version)
OR breaks down one section of the episode in a structured, visual way.
Your episode should be outlined into 3-4 concise subsections of your topic. A carousel can focus on one of these sections or an overall message, and turn it into a simple step-by-step:
- The idea
- The problem it solves
- What to do next
This kind of content meets your audience where they are. It provides quick consumption, high clarity, and is easy to revisit later.
4) A Simple “Episode Launch Post” (Written)
Even if most discovery happens through clips, you still want one clean post that announces the full episode and frames the big idea.
This is the post that says:
- Why this episode matters
- Who it’s for
- What someone will get out of it
Then the rest of your two-week promotion is simply delivering parts of that promise through clips and the carousel.
A Few Extra Podcast Distribution Tips (Without Making it Complicated)
Promotion doesn’t have to mean being everywhere. But there are a few easy “multipliers” that many brands overlook:
- Guests and partners: Send your guest 1–2 clips + a pre-written caption they can paste.
- Internal team sharing: Make it easy for your team to share a clip (not just a link)
- Email: Include the episode summary + one clip thumbnail or key takeaway and send it to the thousands of email addresses you've collected over the years.
- Sales Enablement: Give your team one “best clip” they can send to a prospect when it fits the conversation.
None of this has to be heavy. The goal is simply to make it easier for the episode to travel through the relationships you already have.
The Two-Week Goal (the Simple Way to Measure Success)
If you’re publishing biweekly, the goal isn’t constant posting.
The goal is that each episode creates:
- Repeated touchpoints with the right audience
- A clearer point of view in the market
- More brand recognition and trust over time
You don’t need a complicated cadence to make that happen.
You need a repeatable set of assets that you can consistently publish without burnout.
That’s the whole point of a biweekly model: enough consistency to compound, enough breathing room to keep quality high.
And when you hire a green industry podcast production and promotion company, they can do all of this FOR you.
Podcast Promotion Checklist (Biweekly, Realistic, Repeatable)
For each episode:
- Write the episode summary/description (promise + takeaways)
- Create 3 social clips, each with a strong caption/write-up
- Create a carousel (core takeaways or one section of the episode)
- Publish 1 written launch post to introduce the episode
- Package 1–2 clips for the guest/partner (optional multiplier)
If Strategy makes the show meaningful, and Production makes it credible, then Promotion is what makes it work—because it ensures the right people actually see what you made.
This concludes our article series featuring the 3 Pillars of Podcast Production. Watch the full episode at the top of this article and make sure to click the links above for the Strategy and Production discussions.
If you’re considering a podcast in the green industry, we invite you to learn more about our podcast production and promotion services, see examples of our work, and see our open slots in the Landscape Leadership® Podcast Network.
