Podcasts Can Make or Break a Brand; Maximize Your Exposure and Become an Influencer


When you have an industry that generates ad spending in the billions of dollars and that reaches almost 106 million Americans every month, any businessperson would jump at the chance to have exposure there. That industry is podcasting and being a guest can boost one’s reputation and brand. However, doing it right isn’t always a foregone conclusion. Sky Cassidy, co-host of the podcast “If You Market They Will Come,” puts it this way: “The fuel that drives many successful podcasts is the quality of the guests. But for those wanting to boost their success as a podcast guest, it is important to understand how to give a great interview, or else you might cause more harm than good.”

Kelly Glover, founder of the Talent Squad Agency, discussed the advantages and dangers of being a guest in a podcast on Episode 90 of the If You Market podcast “How to Be A Podcast Guest with Kelly Glover, hosted by Cassidy and JOTO PR Disruptors CEO and Chief Strategist Karla Jo Helms.

In 2020, while many other media are experiencing steep declines in revenue, podcasting is doing exceedingly well. According to a report in eMarketer today, podcast ad spending will reach $1.1 billion in 2021 and $1.3 billion in 2022.

The Scope and Reach of Today’s Podcasts Include:

  • 197 million Americans have heard about podcasts.
  • 32% of Americans listen to podcasts at least once a month (that’s 105.9 million people).
  • 54% of podcast consumers say they think about buying advertised products.
  • On average, 45% of podcast listeners have an annual household income of more than $250,000.
  • Podcasts are both different and superior to radio interviews in many ways—no time restrictions and can be listened to at any time, just to name a few.

Glover’s Talent Squad Agency helps people become guests on relevant podcasts. She explains that becoming a great guest starts with a strong pitch. “First off, listen to the podcast that you want to be on. Know a little about the host and past shows they’ve done. If there are people in your category, are they presenting the same content that you are? If they are, you can’t go in and pitch the exact same thing that someone spoke about two episodes ago. You need to come up with your own talking points. Your messaging and soundbites need to be different than what’s already been on the show. You need to know the audience of that show and pitch yourself as someone different who can help that audience.”

Glover’s Top 10 Tips to Becoming a Great Podcast Guest

  • Listen to many podcasts and take notes, not of the content, but how the host and guest interact. How they transition to subjects. How they do this and that. Get a feel for the process.
  • Know the subject matter you wish to discuss down cold.
  • Know your audience and speak directly to them through the interview process.
  • Know the podcast host and supply him or her with a list of topics you are an expert on before the show.
  • Never do an interview in a car. Always be in a quiet space and do a test of the sound beforehand.
  • Say your business name throughout the show because people listening to podcasts are often doing something else. Make your name memorable.
  • Be fully prepared. Never wing it, because even if you do the interview, there is never a guarantee that it will be published.
  • Take a stand. Be bold. Own what you say and don’t add qualifiers.
  • State your case. Don’t be a “yes man.”
  • Add facts and figures to legitimize and back up your claims and opinions.

Another advantage with podcasts is they give the guest an opportunity to increase their goodwill and PR value. Because of the broad subject matter covered in a podcast, and the lessening of time restraints, podcasts give the guest the opportunity to create a broader spectrum view of themselves and their brand. “To create good PR in a podcast the guest can talk about their beliefs and the values they and their brand live by. Deep-seated subjects can be explored that resonate with their audience. They can talk about projects they may be involved in that help the environment, or humanity. This kind of goodwill is invaluable,” says Karla Jo.

Who Listens to Podcasts?

Whether hosting a podcast or being a guest, it helps to know your audience. Here’s a partial list of demographics from 2019.

  • 56% of podcast listeners are male, while 44% are female.
  • 34 million women in the United States are regular podcast listeners.
  • Women podcast listeners have a higher education and income than the general U.S. population.
  • According to Edison research, 59% of people listening to podcasts are white. 12% of podcast listeners are African American. 11% of podcast listeners are Hispanic/Latino. 7% of podcast listeners are Asian.

“Today is The Golden Age of Podcasts similar to how radio was the Golden Age of Radio from the 1920s through the 50s,” says Sky Cassidy. “Many guests who appeared on radio during that time went on to become big influencers in America. The podcast guests of today can also become influencers—if they do it right.”

To listen to the podcast episode on how to be a great podcast guest with Kelly Glover, visit Episode 90 of the If You Market podcast “How to Be A Podcast Guest with Kelly Glover.

The “If You Market” podcast is a 45-minute conversation about B2B marketing—new trends, best practices, and pitfalls to avoid. Each episode features a conversation with one expert guest discussing topics like: content marketing, account-based marketing, social media, marketing automation, PR, etc.

The podcast airs on iTunes, Stitcher, Google Play and TuneIn Radio.

Kelly Glover is the founder of The Talent Squad, a company that helps people get booked as guests on relevant podcasts. Her first podcast went live in 2007 but her story starts in Hollywood as an intern for a movie studio. Kelly went on to work as a red-carpet celebrity interviewer, hosted her own syndicated radio show, and had a ‘Jerry Maguire moment’ which led to the launching of The Talent Squad. Kelly is obsessed with podcasts and personal branding, and she is passionate about coaching getting booked on podcasts, how to perform once you’re booked, and what to do after.

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