Lower Street Media

Brands like HPE, BCG, Stanford GSB, PepsiCo & names like Sam Parr from My First Million come to us to develop, launch, and grow world class podcasts.

From full narrative productions to self-hosted interview shows, you want the best strategy and the highest quality writing, editing, and production, and we’ve got it.

CEO, Lower Street: We help brands make the best podcasts on the internet

Easyfairs

Launched a trade show and conference in Shanghai to add to an existing portfolio of events in the Netherlands, Germany, Singapore and the UAE.

Business Development Manager

Diversified Communications Australia

Sales & Sponsorship

750MPH

Audio engineer at leading Soho audio post production facility. Worked with top agencies on global brand campaigns.

Sound Engineer

Skip the “awkward years” and launch and grow a great show right away with our podcast services.

"Harry and the team are professional, knowledgeable and friendly. But perhaps more importantly though, the output they produce is exceptional.” - Michael Bird, Head of Audio at HPE

I specialise in:

👉 Podcast strategy and developing the perfect show to meet your business goals
👉 Production and writing - turning your ideas and expertise into compelling stories
👉 Promotion and audience growth - getting your show in front of the right listeners

********************

"MoneyWise started as an idea that really intimidated me. It's a ton of work, and Lower Street have made it very easy for me to make a very popular show."

Sam Parr, Host of MoneyWise and Co-Founder of Hampton

Harry Morton

Don’t make another B2B interview podcast.

There are too many. Instead, do this.


99% of marketers are making undifferentiated shows, and are lost in a sea of sameness.

They copy what they see out there already and assume interview shows are simple to execute and will deliver the results they’re looking for.

I call this the Interview Illusion.

Because it’s actually way harder than it looks to make a good interview show and be a skilled host.

And it’s actually way harder to stand out and get anyone to care about your show.

Which gets crappy results.

But they’re under this false impression that to do anything else, any other kind of show, would be too hard and too risky.

Its the Format Fallacy.

But making a more creative show doesn’t have to be so hard or intimidating.

With the right systems and structure, any marketer can make something more creative than “two experts talking”.

And the good news is that when you do - getting the results you’re looking for becomes SO much easier.

Audiences lean in, they stick around, they share, they take action.

I talked about this - and my cows - today at the MarketingProfs #MPB2B conference in Boston.

Awesome event, so well run and programmed (they let me slip through the net though, luckily!).

The Podcast Strategist, sharing everything I know and learn about brand content | CEO, Lower Street, podcasts for brands | Clients Pepsico, Fidelity, Booking.com & more.

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Brands are preparing now for their 2026 podcast plans.

6 things to consider to get ahead with your show before the holidays:

December can be challenging in some ways, but full of opportunity in others. Here are some ideas based on what's worked for our clients in the past.

1. January is a great time to launch a new show or season

The holidays are a notoriously challenging time to put a new podcast out. But January is amazing.

People are back from their holidays with their goals and aspirations for the year in place, and are actively looking for new content to help them achieve those goals. Start the year strong before your competition does.

2. Plan your and produce your holiday content now

It's a bad time to start a new show, but for existing podcasts it's a great time to hit your followers on their journeys back home or in the down time between basting turkeys.

But so often we plan too late and cobble together our December content in a panic.

Instead, think now about what your year end episodes should be:
- Year wraps
- 2026 predictions
- Highlight reels and "best of" segments
- 2025 trends and takeaways

Last Christmas, my Mum gave me socks (love you Mum, but come on).

Don't be like Mum. Whatever your strategy for Christmas content, don't make it an afterthought and underwhelm your audience.

3. Bank your interviews

January is a challenging time to get busy people booked for podcasts. But as December slows, it's a perfect moment to lock them in.

Send your invites now and get a ton of content in the can to start the new year strong.

4. Promote your show

Without new shows coming out, there's less content competing for listeners' attention. Now is a great time to run promotion campaigns to get your show in front of the people who need to hear it and be subscribed ready for your 2026 slate.

-> Run PR campaigns
-> Pitch app editorial teams (Apple, Spotify, etc) for holiday features
-> Run cross-promos with other podcasts
-> Invest in paid campaigns

While the competition is slowing down and getting quiet, be noisy and collect listeners looking for new shows.

5. Do your audience research

Nothing will help your 2026 content strategy more than speaking to your audience, and now is a perfect moment.

Things are slow, people have time. Run your surveys or, ideally, 1-to-1 listener interviews to test your ideas and find new ones.

If you want your show to stand out and find an audience next year, you need to truly know your listeners.

6. Run competitions

Everyone loves a Christmas gift. As employees slow down over the next few weeks, giveaways are a great way to engage with your audience.

Competitions help with engagement, loyalty, lead gen, and it's a good way to spur some organic growth for the show.


Need help? Let me know. We're locking in discounts for brands pre-paying for next year.

I'm a fan of video in podcasting. But you don't need it.

Here's what I mean.

All the talk in podcasting right now is video.

YouTube and Spotify video, even Netflix are huge opportunities, I get it.

But I worry...

Pivoting to video could push some brands to make worse shows. All just to ride the algorithm.

FOMO, or a desire to make content for all your channels at once, can supersede quality and making the best show for your particular audience.

When people think of podcasts on YouTube they often think of chat shows and interviews. It's hard (and expensive!) to turn a creative audio format like a documentary into a video show.

So the natural instinct is to make what already works on video: 2 people talking.

These can be great - I listen to lots myself - but for many brands there are better ways to serve your audience.

When you ignore video for a moment, you can focus on narrative storytelling. Really creative formats and show concepts that hook listeners, things they've never heard before and will remember.

There's still so much that has never been done in podcasting to experiment with, and so many formats that perform amazingly in audio that brands ignore in pursuit of The Algorithm.

You can create true fans in a way it can be tougher to do with *another* standard interview show.

I'm not saying YOU should ignore video. It might be your best opportunity.

I'm saying you don't NEED it either.

Doubling down on really good audio is often the better strategy.

Focusing on the right audience, not the biggest.

Building a community of diehards.

There's no universal answer as to whether you should make a video podcast or not. And video isn't destroying podcasting as some people fear.

But our reaction to it could.

What do you think?

Content marketers are all talking about video podcasts. Very few are getting more than a couple hundred views on YouTube.
We've worked out an approach that works.

Content should be platform native. The expectations of a user on YouTube are different on Instagram, or LinkedIn, or Apple Podcasts, or Spotify.

But most marketers just repurpose stuff from one place to another.

Podcasts that look like Zoom calls.

LinkedIn posts with boring 30s clips that get no engagement.

Your podcast is an incredible well of content that you can pull from for all your channels. But it's not just a case of copy pasting from one to another.

Don't make the user do the work. Meet them where they are and design your content for the experience they're expecting on the platform you find them.

It's not complicated, but it takes intention and effort.

A simple reworking of podcast packaging on YouTube can have an immediate impact on your reach and engagement, for example.

The results we're seeing when brands do this stuff right is huge.

My LinkedIn feed is almost entirely podcasts clips these days.
You need more visual storytelling.

If I see talking heads, I skip before I even know what it's about.

You gotta bring something fresh for me to stop scrolling now.

You're competing with so much.

You're even competing with the fact that users make assumptions about your content (and scroll by) purely based on pattern matching it with stuff they've seen 1000 times.

I’m way more likely to accept a blank connection request than a generic “I’m looking to expand my network” cut-and-paste.

At least if there’s no message, you assume that the person specially chose to connect with you.

With a bland as hell template you know this is meaningless and they have no idea who you are.

Instant ignore.

Big audience growth wins on our client’s podcast to round out the week!

The Lower Street audience development team are doing great things. If you want results like these for your show, let me know.

Ryan R. Sullivan

Podcast Strategy for Finance, Law & Coaching 🎙️ The Podcast Pipeline | DJ → Rapper → Marketer

Podcast strategy for finance, law, and coaching companies scaling to 7-figures and beyond. 
No marketers. No agencies. No freelancers. 
Just your podcast.

👇

Together, we'll build a system with your podcast. 

🎯 Who We Work With:

→ Law, finance, and online service companies that are tired of marketing agencies. 
→ Marketing teams who want a repeatable, low-lift content system.
→ Founders who would rather talk and let their team do the rest. 

🎙️ What You Invest In:

✓ A customized content strategy
✓ Custom YouTube, Podcast, and Email strategy
✓ Support for your team as they implement (we train them while you scale)

🙏 What You Get Today

Just a short call to discuss your podcast. 

https://calendly.com/podcastprinciples/discover

See you there.

– Ryan R. Sullivan

Founder

We help people launch top-1% podcasts with 0 paid promotion using a proven launch strategy tailored specifically to turn audience members into podcast fans.

Here are what some of our podcasters are saying: 

Mikhail Myzgin, VP of Marketing at Slice 

"Ryan is an excellent resource for anything about podcasting. His advice was spot-on, and his expertise helped us solve a problem we didn't know how to go about."

Calum Johnson, Marketing Manager at Public

"I reached out to Ryan because I wanted to start my own podcast & get some pointers from someone who had experience & expertise launching podcasts. The consultation call with Ryan was 100% worth it, Ryan has started a lot of podcasts & gave me great advice that would be difficult to find anywhere else."

Malik Handoush, Strategic Business Develop Coach

"As someone searching for guidance & direction on beginning a podcast, I decided to reach out to Podcast Principles for a consultation. Ryan surpasses any expectations you may have as he brilliantly identifies and assesses where you are and what you're trying to accomplish. His true superpower is in his listening skills where he will help you simplify and reach a point of clarity."

Ready to humanize your business or brand? 30 mins of free advice is cool too :) 

Let's talk - https://calendly.com/podcastprinciples/discover

Gabe Einhorn asked, 
"Can we make this video go viral?"
I felt my blood pressure rise.

My response: 

"I mean, I guess let's try!" 

Our first SAAS marketing video ever. 

For VryfID.

20,000+ impressions
200+ comments
200+ likes

In LinkedIn terms? 

That's viral 😂

Waiting to hear how many signups we got. 

HUGE thanks to Gabe Einhorn for hiring Podcast Principles to get this launch video out there! And of course, shouts to our editor Jose for putting the video together. 

VryfID lets renters and guarantors upload and store all of their documents in one secure profile, with identity verification built in, and then share everything with the broker or landlord through one secure link.

- The first 1,000 people who sign up at VryfID.com get 1 YEAR FREE when we launch.

NYC renters. Brokers. Owners.
This is for you.

#vryfID 
#viral

i turn your business into a podcast ➛ $5m in revenue | 500k downloads | 15m views for clients

"Do people actually charge their podcast guests??"
Yes, and they're evil...


Kidding 😂

Most of the time, they're smart. 

Only sometimes are they evil. 

Somebody in your industry 𝘪𝘴 charging $5000+ to be on their podcast. 

They’re not charging you for a guest spot.

They’re charging you for access to their audience.

They built an audience of your ideal prospects. 

So when you pay to be on their podcast, you’re getting direct access to potential customers who already resonate with the problem you solve.

Now, what you do with that access is up to you, but there's a world where walking away with a few deals could be a reality. OR this is simply a stepping stone to bigger podcasts and media appearances. 

The real value isn’t the podcast itself — it’s the audience you can earn trust with. 

#Podcasting 
#ContentMarketing 
#LeadGeneration

👇

PS: Would you ever pay to be on a podcast?

And then, I turned to Joe. 

"Have you seen this yet?"

Our Black Friday offer. 

His response?

"Jamie, pull that thing up." 

Yes, we have a black friday offer. 
No, I can't get you booked on Rogan.

But I can give away $13,750 worth of work for free.
For the first 5 people who claim it. 

Clients are seeing 10,000+ views/month with this. 

$13,750 worth of strategy, editing, and design. 

It’s all going down on my email list until they’re gone! 
 
Signup Here → https://lnkd.in/eQEEgeDt

Or don't if you don't like free stuff. 

#blackfriday

Last night, I sat in a room with 30 real estate investors.
Millionaires, lenders, wholesalers, and vendors.
The most asked question?

"How are you leveraging social media?"

Briana answered:

"We stopped every single other marketing activity except social media and SMS. There is no better ROI for us than social media. Nothing comes close."

The hosts, Briana and Steve, have done 800+ deals. 

The attendees pressed further. 

They wanted to know how. 

Briana goes into detail:

"I have tried PPC, ads, mailers, cold email, cold calls, SEO, Google ads, local groups, and networking over the past 5 years. Social media has the highest ROI for us."

She continues, 

"If you want to do it, you need a strategy. We have a content calendar. We know what types of videos we have to make each week to bring in leads." 

This social media thing is not going anywhere. 

Remember websites? It's like that, but bigger. 

And everybody knows they need to do it. 

#socialmedia 

PS: Is social media a nice-to-have or a need-to-have for your business?

Every time I get on our monthly call, my business coach asks: “What are you grateful for?”

Last month, it was the ability to slow down.

What I thought was “slowing down” was just stopping the things I truly needed to do to keep progressing.

Fishing, golf and going to the gym are not leisure activities. They are work. The mind works even when you’re not working!

So don’t slow down, just keep doing everything you need to do to keep the engine running, including your “side hobbies” and extracurriculars.

They are curricular.

NOTHING worth doing is a “bonus.”

Everything works together to create you.

Here are many photos from the last few months that haven’t seen the light of day.

Happy Thanksgiving, and thanks for reading! 🦃

#grateful

#grateful

David and Paul launched a podcast after a friend suggested it. 46 months later, here are the results👇

• 427,000 views
• 155,000 downloads
• 75% of their leads from the podcast

We spent 2 months designing this. Dave and Paul had no PR, press, ads, or massive built-in audience, so the strategy here was key. While most life insurance podcasts sounded like a textbook, they brought a new format, personality, and energy. Now, 3000 people tune in every month.

So now the question for you:

"What does it cost if you 𝘥𝘰𝘯'𝘵 launch a podcast?" 

There's an opportunity cost to everything in business.

🎤 → Find the full episode in my comment below

And big thanks to Dave and Paul for joining me 🙏
_________________
#podcastprinciples

PS: Dave and Paul are seeing 15,000 views per month.

We want you do the same, but for free, so we're giving away $13,750 of free strategy, editing, and design. 

Want in? Just sign up here to receive the deal on Black Friday - https://lnkd.in/eQEEgeDt

If you can imagine speaking to an audience of hundreds or thousands of prospects every week, you can become a podcaster.

And most importantly, they trust you.

That’s the power of video podcasting. 

→ "So how does it work?"

𝗧𝗵𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗘𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺

4️⃣ Podcast Episodes Per Month
5️⃣ Clips Per Episode
1️⃣ Social Post Per Day

Simple.

You don't have to give yourself more jobs when the content can do the work for you.

Your clients already listen to podcasts; it might as well be yours! 

#contentstrategy 

PS: Would you start a podcast, or do you think it's already too saturated?

The average LinkedIn user has 25 video editors in their network. Here's how to hire the right one👇

Stop hunting for an editor.

Lure them in with content. 
 
🎯 Post videos consistently. 

Good editors will DM you, asking to edit your videos. Most of the people on our team came to me first with, “Hey, I edit. Want a sample?” Sample them, go from there. 
 
🤝 Work your network. 

Ask every podcast host you know: “Who’s producing your show?” Most producers juggle 5–10 podcasts. If they’re good, they can probably take one more.
 
🧪 Give a test, not a thesis. 

Share 3–5 minutes of raw video. 

Ask for:  

• a clean edit  
• a title and thumbnail idea  
• 2 short clips with captions  

Turnaround in 48–72 hours. 

You’ll know fast.
 
✅ Good: Proactive, asks questions, offers a sample.  
❌ Bad: Misses the first deadline, uses AI for captions
 
Bottom line: publish, attract, filter, hire.  

Let your content pull the right people to you.
 
#hiring

People say podcasting is saturated, and then post on a platform with a billion users.

We all know what is actually saturated ⤵

▶  LinkedIn
▶  YouTube
▶  Facebook
▶  Instagram
▶  Tiktok

If podcasting as a medium is saturated, that means all social media is too. And you're still here. 

We all wish we were making content on YouTube when there were only 3 million users. 

That's how it feels with podcasting right now.

Only 500,000 active podcasts. 

It's just the beginning. 

Get in! 
___________
#podcastprinciples

YouTube is giving away views like candy. 
And the best part is, it's 100% free. 

Your first 20 videos are on us. 

(see photo for client results)

If you're waiting to start and finally want to get some views, we'll help you. 

How to get started: 

For Black Friday, I’m giving the first month 100% free to 5 people who commit to 3 months.
 
90 days is all it takes to hit that 10,000 views per month mark, and we'll help you get there. 

All you have to do is sign up using the link in the first comment. 

Get in there! 

#blackfriday 

PS: Every single screenshot here is from today, 11/26. These are real, 100% organic non-GMO results. 0 paid ads, just strategy and consistency.

taplio

The Battle

Harry Morton

Ryan R. Sullivan

Followers

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Performance ScoreHarry Morton's LinkedIn Performance

Performance ScoreRyan R. Sullivan's LinkedIn Performance

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taplio

The Battle

Harry Morton

Ryan R. Sullivan

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Harry Morton's LinkedIn Performance

Performance ScoreRyan R. Sullivan's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreHarry Morton's LinkedIn Performance