Podcasting is a great way to reach an audience who has actively sought out the subject being discussed. That’s why securing guest slots for our clients is something we do regularly, helping them to promote their product or enhance their profile. 

On-demand listening has become the go-to choice for people all over the globe. There are currently nearly 3 million active podcasts out there and about 142 million episodes in the world. Apple Podcasts alone features more than 500,000 active podcasts, including content in more than 100 languages — and the number keeps climbing. 

Whatever the focus of your brand or business, podcasts present an opportunity to reach your customers. Unlike written or visual content, podcasts are an ideal way to catch people’s attention when they’re at their most receptive and least distracted; working out at the gym, going for a stroll, driving to work or cleaning the house. 

Starting your own podcast is a possibility, but it is enormously time-consuming and can be a drain on resources. An alternative to starting up yourself, while still achieving exposure through podcasts, is to be a guest on someone else’s.  This can help you promote your brand, while connecting to a new audience at no cost. Securing a slot as a guest on a podcast could be as simple as sending an email! Read on to find out how…

Curate a targeted podcast list

It is very easy to find podcasts that attract your target audience. Make a list by doing a Google search for “podcasts on [your industry].” For instance, if you’re in the marketing industry, go to the Google search bar and type “podcasts on marketing”. 

You could also search through Apple Podcasts and other podcast directories such as Spotify, Listen Notes, and Google Podcasts. Check out your industry category and make a note of the top 50 podcasts in the section. 

When you’re looking for podcasts to feature on, consider looking outside your core category. For instance, if your business offers financial services, you could also look at podcasts on business or financial management.

Get your pitch email ready

Email is the best way to reach out to the list of podcast targets you’ve curated. You need to tell them who you are, why you want to be on their show, and, critically, what value you can bring to them and their audience. 

Do your homework before you email: get a feel for the tone of the podcast by listening to a few episodes, then model your email in a similar way. For example, if it’s a podcast which likes statistics and figures, mention some in your approach. If it’s more light-hearted, reflect this in your language.

It’s always a good idea to reference one or two of the episodes you enjoyed and why, and what you can bring to the table that is in the same vein but which offers something new. 

Once you’ve shown that you’re familiar with their podcast, and explained why you would make a great guest for their audience, bite the bullet and request a slot. You could say something as simple as: “I was wondering if you’re looking for future guests for your show. If so, I’d be thrilled to chat with you.” 

Let them know the value you’ll bring to the show by suggesting two or three topics that are aligned with the content they produce. Don’t be afraid to toot your own horn a bit, without being arrogant. Let them know why having you feature on their podcast would be of value. If you’ve been featured in the media or on other podcasts, let them know. 

It’s also important to point out how you’ll be supporting and promoting the podcast episode yourself. Do you have a sizable number of, or discernible, newsletter subscribers or social media followers? What will you do to promote their show and your appearance on it? In other words, what can you do for them?

Close your email with a call to action, as this will demonstrate how serious and excited you are about being featured on their podcast — for example, asking them if they’d like to have a pre-call with you to discuss your possible inclusion further. 

Good luck on your podcast guesting journey!

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]