How to Find Podcasts Based on Your Expertise and Target Client
The premise of this whole conversation is really: “Hey, I want to get started being interviewed on podcasts. How do I go about doing that?”
Start with What You’re Known For
First things first—think about what you’re known for. What is your brand? What’s your subject matter expertise? That’s going to be incredibly helpful when deciding which podcasts you should pitch.
For example, there are a million marketing podcasts out there. So if you’re a marketing leader, you’ll want to ask: What’s my unique angle? What do I have to offer that helps me stand out and get more focused when I start researching shows?
The reality is there are podcasts for every topic under the sun. We pitch clients across completely different shows because every industry has its own niche audience.
Match the Podcast Focus with Your Expertise
I’ve personally spoken on a dozen podcasts or more. Some of them were PR-specific, while others were broader—focused on marketing, branding, or entrepreneurship—but the audience wanted to learn about PR.
There are multiple ways to prioritize where you pitch. The podcast itself could be about your area of expertise, or it could be a show where the audience wants to learn about what you do.
For instance, if you work with companies in the interior design space, you might target podcasts for interior designers who want to grow their business. Or you could look at general marketing podcasts that speak to small business owners. Both approaches work—it just depends on your goals and audience.
Research the Format and Fit
The easiest way to find out if a podcast is a good fit is to listen to it. Do you like the host? The types of questions they ask? Most hosts ask similar questions to every guest, so by listening to a few episodes, you can quickly tell what the conversation will be like.
And here’s something important: don’t worry about numbers at this stage of your podcast journey. Many people focus on downloads or listener counts, but those metrics don’t matter yet. What truly matters is that you’re getting a 30- to 45-minute conversation where someone is validating you as an expert.
Later, when you’re booking a lot of interviews and running short on time, you can start being more selective about audience size. But in the beginning, focus on experience and content. You’ll gain valuable speaking practice and create assets you can leverage later.
Explore Podcasts in Your Industry
There are shows for every niche imaginable: recruiting, PR, fractional marketing, D2C, content marketing, early-stage startups, AI—you name it. Start by searching for podcasts that align with your expertise or your target clients’ interests.
For example:
“Top podcasts for startup CMOs”
“Marketing podcasts for early-stage founders”
“Best D2C podcasts with business growth tips”
Every one of those search terms will surface strong options.
Tools to Help You Find and Pitch Podcasts
When it comes to research, I’ve used everything from simple Apple Podcasts searches to more advanced tools that our agency relies on.
Rephonic is a great place to start. It’s a directory that helps you explore different kinds of podcasts. It does show listener numbers, but again, don’t get hung up on that.
For a more advanced option, I highly recommend Pod Pitch. It’s an AI-powered pitching tool where you can outline what you want to talk about, and it matches you with relevant podcasts. It even automates your pitch emails and follow-ups. We use it ourselves and love it.
If you want to go the manual route, you can also use tools like ChatGPT or Perplexity to search for podcasts within your niche. For instance:
“What are some podcasts for people learning about content marketing for early-stage AI startups?”
Some podcasts will have a guest submission form on their website, while others are listed in directories like Refonic or Pod Pitch. PR professionals also use databases like Muck Rack, though those tend to be more agency-focused.
These kinds of tools usually include email addresses you can actually pitch. It’s a mix of filling out forms, sending emails, and putting yourself in the shoes of a podcast producer to think about how to craft a compelling pitch that gets a host to say yes.
Finding the right podcasts starts with understanding what you’re known for, who you want to reach, and how your expertise connects with the audience. Begin by identifying your niche and your message, then explore shows that align with your industry or your clients’ interests.
If you’re ready to start landing podcast interviews but don’t have the time to manage the research and outreach, our team can help. Book some time with us, and let us help you make a Splash!
