The Power of Podcasts

What IS a Podcast?

Let's start with the basics and not make assumptions "everyone" knows what a podcast is.

Per a basic Gemini search:
"A podcast is a digital audio or video program made for on-demand listening, like a personal radio show you can play anytime. It comes from the words 'iPod' and 'broadcast'." (note: the word origin is news to me!)

Podcast Lingo

• Episodes: each show is an "episode" that you can stream or download to listen at your convenience
• Topics: basically anything you can think of—just start searching in your favorite podcast player
• Feeds: "subscribe" to a show for new episodes to be available automatically for you to download when you wish or receive alerts for new episodes

How Popular Are Podcasts?
Let's look at some statistics straight from Podcast Statistics for 2026:

• As of January 2026, there are 4.58 million podcasts available worldwide.
• Around 584.1 million people across the globe listened to podcasts.
• In the U.S., about 158 million people tune into podcasts every month.
• One in three people in the U.S. listen to podcasts on YouTube, making it the most popular platform for podcasts.
• The global podcast market is estimated to be worth $39.63 billion.
• On average, podcast listeners spend about 7 hours per week listening to their favorite shows.
• About 86.1% of people prefer to listen to podcasts on their mobile phones.
• The average podcast episode usually lasts between 20 to 40 minutes.

This indicates there is definitely a market to both create a podcast and simply seek opportunities to be a guest on someone's show, which brings us to our next question...

How Hard Is It?
Let's look at this from both sides of the matter. 

What Does It Take to Host a Podcast?
Surprisingly little in its most basic form, however, this is a very basic list. To do this well in the competitive market, I suggest referring to this Buzzsprout post for a more complete yet focused reference to get started. It also offers some great gut checks to determine if you're really ready for the commitment.

• ​Microphone
• Recording device: phone, laptop
• Headset/earbuds for optimum audio
• Software for editing and recording

What Does It Take to Be a Guest on a Podcast?
If committing to a regular schedule as a host or the decision of solo vs guest format is too much, there's a lot to be gained from being a guest on podcasts! ​

Is Being a Guest Worth the Effort for My Business?
Statistics on Omniscent confirm that's a resounding yes! A couple of stand-out stats:

• The average guest-to-client conversion rate on B2B podcasts is 10%.
• Podcasts lead to 25x more conversions than blogs.
• You can produce a large number of content pieces for your social media, blog, and website by sharing a podcast appearance. 
• Your voice (and face if video is created) helps create know, like, and trust authority. Podcast listeners feel they know you, at least a little bit, after an episode and tend to want to learn more.

You will get much further with "warm" pitches when possible. 

Connect with a podcaster for a program you regularly listen to that's related to your client market. You'll be better able to highlight the benefit you have to offer the host and audience. Per Podchasher related to 2026:

• Acceptance rates range from under 1% to 40%, depending entirely on relevance and targeting rather than volume.
• 68% of producers name AI-generated template pitches as the top reason for an immediate no. Mail-merge outreach, unpopulated [First Name] tags, and sterile tone are now an active liability, not just an ineffective tactic. 

Also from Podchaser:

• Pitch an episode, not a guest. The strongest pitches propose a specific episode concept tied to the show’s recent topics, rather than asking the host to feature a person. Producer and podcast production agency owner Doug Downs, who runs more than 20 podcasts, calls this being the “blue M&M” in a bowl of identical red ones.
• Remove the producer’s homework. Winning pitches include a concise, human bio, suggested questions tailored to the show’s format, and ready-to-use assets like headshots and links to past appearances. Easy-to-run pitches get run.
• Match the show’s format before pitching. The report’s “4A’s” framework sorts shows into Analytical, Anthropological, Aspirational, and Actionable. A pitch that fits the show’s actual style converts far better than one built for a category.

Where Do I Find Podcasts?
If you haven't discovered podcasts, there are free and monthly fee services that curate shows featuring a variety of topics.

• Spotify: offers music, radio, and podcasts
• Apple Podcasts: offers podcasts, videos, and shows
• YouTube: podcasts, music, videos, shows, and movies
• Podcast Addict: I'm a long-time user of this app and very happy with the free option
• LinkedIn: not necessarily podcasts but online events, live and taped, very podcast-like
• Substack: similar to LinkedIn with audio and video options

You may actually find it easier to connect and message hosts on LinkedIn and Substack rather than by email!

Get to the Point
Podcasts are an amazing tool in your marketing tool kit! You'll get noticed as a host and as a guest. 

I will note if you decide to host a podcast, it takes a commitment to your audience and yourself to maintain a schedule. It may also come with a financial cost for equipment, streaming services, and editing or recording tools to really sound good. Hosting should not be taken lightly! 

Some podcasters connect with a service such as Buy Me A Coffee or Patreon to offset production expenses, especially if they have monthly subscription fees for recording and editing tools. 

I heartily recommend jumping at any opportunity to, at a minimum, be engaged on LinkedIn and Substack in podcast or live audiences to be seen with active interest. There is often an opportunity to demonstrate your expertise with helpful comments. You can become a "regular" with some shows and develop friendships, strengthen bonds with connections, and continue to make new connections. 

Once you get some comfort at that level, consider reaching out to hosts of your favorite podcasts that would also appeal to your potential clients.

Your Turn!
Have you hosted a podcast or LinkedIn/Substack events? Are you still doing it? Love to hear your suggestions to get started or why you may have stopped!

Have you been a guest on podcasts or LinkedIn/Substack events? Are you looking for those opportunities? 

Let's help each other get connected, as hosts or guests! Let's Chat or find me on LinkedIn or Substack!

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