How to Market a Podcast Without a Famous Host

This blog post is based on a LinkedIn Live session we recently hosted on the B2B Better account. During the session, we tackled a common challenge faced by businesses venturing into podcasting: How can you market and distribute a podcast when your host isn’t a household name? This is especially relevant for B2B companies or niche industries where mainstream celebrity isn’t part of the equation.

In this post, we’ll share the actionable strategies discussed during the session, designed to help you distribute your podcast effectively, even without the advantage of a well-known host. Whether your goal is brand awareness, lead generation, or thought leadership, you’ll find tips to maximise your podcast’s reach and impact.

Start with Clear Goals

Before recording your first episode, it’s important to define your podcast’s purpose. Are you trying to increase brand visibility, generate new leads, or build credibility in your field? Perhaps you want to support your sales team by providing shareable, insightful content for potential clients. Your goals will shape every aspect of your podcast strategy, from the guests you choose to the channels you use for promotion. With clear goals in place, it’s easier to measure success and demonstrate value to stakeholders.

Three Proven Distribution Strategies

Marketing a podcast with a lesser-known host can be highly effective with the right approach. These three strategies will help you distribute your podcast to the right audience.

Guest Distribution can dramatically extend your podcast’s reach. The key is selecting guests strategically. Look for individuals who have interesting stories to tell, a natural ability to engage audiences, and an established network in your target industry. Their audience doesn’t have to be massive, but it should be relevant to your goals. To make it easy for guests to promote your show, provide a guest promotion pack. This might include ready-made social media content, audiograms, and clear instructions on how and when to share.

Brand Distribution focuses on leveraging your company’s existing assets and networks. Repurpose podcast episodes into smaller, shareable formats such as blog posts, social media clips, or email campaigns. This allows you to push your content across multiple channels. Don’t overlook the power of employee advocacy. Equipping employees with shareable podcast content taps into a larger collective audience and adds a personal touch to your outreach.

Partner Distribution involves collaborating with external parties to promote your podcast. For instance, trade shows or industry events provide a great platform for live podcast recordings, which can serve as both promotional and content-creation opportunities. Partnering with other podcasts through episode swaps or cross-promotions is another effective way to reach new listeners. Engaging with online communities, such as forums or niche Slack groups, is also valuable. When done authentically, these spaces can help amplify your podcast’s reach.

Additional Tips for Boosting Reach

To increase visibility, focus on optimising often-overlooked areas like show notes. Well-crafted notes that include a clear summary, key takeaways, and timestamps can improve your podcast’s discoverability and user experience. You should also explore opportunities to get your podcast featured on industry “best-of” lists. A simple outreach email to the authors of these lists can open doors to new audiences.

Interactive elements can also enhance your podcast’s appeal. For example, answering listener questions or incorporating audience suggestions can make your content more engaging and relevant. This strategy not only increases listener retention but also fosters a sense of community around your podcast.

Sustaining Long-Term Success

Consistency and audience value are key to long-term podcast success. Aim for episodes that are concise—around 25 to 30 minutes—and structured with clear, digestible segments. Tease these segments at the start of each episode to encourage listeners to stay tuned. Ultimately, the success of your podcast hinges on delivering content that is actionable, insightful, and tailored to the needs of your audience.

Conclusion

Distributing a podcast without a famous host is entirely feasible with the right strategies. By focusing on guest promotion, leveraging your brand’s assets, and partnering with complementary platforms, you can build a loyal audience. Enhancing discoverability through show notes and adding interactive elements will further elevate your efforts.