Everything You Need to Know to Turn Podcast Guesting Into Leads and Authority in 2025

By Christie Bilbrey

With social feeds more saturated than ever and algorithm changes happening weekly, cutting through the noise and building real visibility and authority for your business isn’t easy.

Enter: podcast guest speaking.

Podcast guest speaking is one of the most effective (and underused) ways to scale visibility, deepen trust with your ideal audience, and get long-tail content you can repurpose for months.

This guide breaks down everything you need to know to make podcast guest speaking part of your 2025 PR and marketing strategy—from identifying the right shows to pitching, preparing, and promoting your episodes.

We’ll dive into: 

• What is a podcast?

• What is podcast guest speaking?

• How to build a podcast guest speaking strategy

• Researching the right podcasts for your brand story

• How to create a one-sheet

• How to pitch a podcast

• How to prepare for the interview 

• Tips on how to give a good interview

• How to promote a podcast episode

Let’s start with the basics… 

What is a podcast? 

Simply put, a podcast is a digital radio show that can include audio, video, or both—delivered through platforms like Apple Podcasts, Spotify, YouTube, and even directly on creators’ websites. Once audio-only, many podcasts today also include video versions, allowing audiences to watch full interviews, clips, or livestreams across social channels.

Podcasts can range from five-minute snippets to long-form monologues and interviews. 

It could be two friends chatting about their favorite show or influencers or experts discussing the latest trends and current events. Some follow a narrative structure and tell a story. That is the magic of podcasting—it can be about anything! The possibilities are endless. 

Most shows release new episodes weekly or biweekly, while others operate in seasons.

What sets podcasts apart is the intentionality of the audience. These are subscribers who’ve chosen to tune in. That creates a high-attention environment where hosts and guests can go deeper, building trust and connection in a way few other formats allow.

Another major benefit? Podcasts are evergreen. Once recorded and released, they keep working for you—showing up in search, being shared across platforms, and continuing to introduce you to new audiences months or even years after the original air date.

What Is Podcast Guesting, Really?

Podcast guesting isn’t a replacement for your social media content—it’s a way to deepen it. By appearing on podcasts, you gain long-form content that can be repurposed into high-performing posts while reinforcing your authority with an audience that’s already tuned in. Podcast guesting is about showing up in the places where your audience is already paying attention—through conversations they’ve chosen to listen to.

As a podcast guest, you're invited on a show to share insights, stories, and strategies around your zone of genius. Most episodes are 30–60 minute conversations with a host whose audience already trusts them. That trust transfers to you.

This is more than visibility. It’s authority—and it’s priceless.

Why Podcast Guesting Still Works in 2025

💡 Longer attention spans: While social media fights for 5 seconds of your time, 80% of podcast listeners finish most or all of the episode.

🎧 Audience depth, not just reach: You're speaking directly to warm, engaged listeners who opted in.

🧠 Thought leadership that builds real trust: Listeners get to know how you think, how you communicate, and what you stand for—before ever reaching out.

📈 Content ROI: One episode gives you weeks of repurposable content—quotes, audiograms, carousels, and reels.

Podcast guesting grows your business quickly. 

1. Connect with new audiences you didn’t have to build.

It can take podcasters years to grow their audience. By appearing as a guest on existing podcasts, you can reap the benefits of podcasting without spending the time and money to create your own. This way, you can reach new audiences and promote your brand without the time and effort of building one from scratch. Give it a try and see how it can work for you!

2. Immediately Get Recognized as a Go-To ExpertYou know your story better than anyone—and podcast guesting lets you tell it in a way no graphic or blog post ever could. When you’re featured as a guest, you’re introduced to an audience as a trusted expert. That credibility, paired with the long-form nature of podcasts, gives you the space to share the deeper context behind your work, values, and impact. It’s your opportunity to control the narrative, showcase your authority, and create an authentic connection that builds lasting trust.

3. Grow your thought leadership.

Podcast guesting positions you as a credible voice in your field. By consistently sharing insights and advice, you build relationships with industry leaders, attract media opportunities, and become a go-to expert for top podcasts and publications. The result? Increased authority, visibility, and long-term brand value.

The Strategy: What to Do Before You Ever Pitch a Podcast

1. Clarify Your Brand Messaging

You need more than a good bio. You need messaging that moves people. Before you pitch anything:

• Know your core positioning: What do you want to be known for?

• Identify 3–5 keywords you want to be known for

• Have a signature story (or two) that illustrates your value with depth, not fluff

2. Identify Your Ideal Podcast Audience

Don’t waste time pitching just any show. You want to be on the shows your dream clients already listen to. Ask:

• Who are their listeners?

• Would these people benefit from your expertise?

• Is this a show you’d proudly share with your own audience?

According to Podcast Statistics and Edison Research, the breakdown of podcast listeners by age group in the United States for 2025 is 66% of 12-34 year olds, 61% of 35-54 year olds, and 38% over 55 years old. 

Need help determining your perfect audience? That's ok! Download our free guide to help you define your ideal audience. Click here to Create your Buyer Persona.

3. Choose Strong Topics (Not Just Titles)

Be specific. Broad topics require podcast hosts and producers to guess which angle you would offer — and they don't have time to wonder and guess. They are bombarded with a ton of pitches every day. They often only spend seconds deciding whether to reply to a pitch or move on. Make the pitch count!

Google your main topics to see how it shows up in current news, articles, and other podcasts. Podcast hosts LOVE when you send specific topics their audience needs and that they can quickly turn into episode titles. 

Instead of vague topics like “marketing trends,” pitch angles like:

• “Why most B2B founders struggle with visibility (and how to fix it with storytelling)”

• “What executives get wrong about thought leadership—and how to do it better”

Your One-Sheet: The Visual Pitch Asset Every Guest Needs

A one-sheet showcases your brand in a brief and impactful way, and helps podcasters quickly understand what you bring to the table as a guest.

By crafting a compelling one-sheet, you make it easy for hosts to quickly say yes to having you on as a guest.

Think of this as your podcast resume. A one-sheet should include:

• Polished headshot

• Brief expert bio

• 3–5 sample interview topics

• Links to website, socials, and past interviews

• Short testimonials or credibility highlights

• Your logo and branding

We build these for clients all the time—and trust us, the quality of your one-sheet directly impacts your booking rate.Next, create a system. To grow your business as a podcast guest, it's crucial to have an efficient system in place. Finding the Right Shows (Without Wasting Hours on Google)

Some smart ways to find aligned podcasts:

1. Use tools like Listen Notes or Podchaser

2. Search your keywords on Spotify and Apple Podcasts

3. Reverse engineer: Look at where your peers or competitors have been guests

When evaluating shows, look for:

• Shows that have interviewed several guests (not every show does)

• Regular publishing schedule

• Positive reviews or ratings

• At least ten episodes and the most recent episode was published in the last 30 days

Start with niche or mid-sized shows to build proof before aiming for top-tier podcasts.

Need help? This is our specialty! Schedule a free consult call here and let’s discuss the best plan for you.

Writing a Pitch That Gets a Yes

One word: brevity. Here’s the truth: most podcast pitches are too long, too vague, or too self-promotional. And hosts are bombarded with pitches every day. If it’s not short, they will never read it.

Your pitch should include:

1. Personalize each pitch and share what you genuinely love about the show

2. A clear reason why you’re a great fit and a credible expert

3. A few audience-aligned topics

4. A link to your one-sheet or past episodes

Short. Specific. Relevant. That’s the winning formula.

Here’s a bonus tip.

Reach out on social media

Connect with the hosts on LinkedIn or follow them on Instagram before emailing them. Some even prefer you reach out via social media DM.

🔁 Follow up if you don’t hear back. Hosts are busy, and your pitch might have gotten buried in their inbox.

After all that hard work, you’ve finally landed an interview on a podcast! Congratulations! Just like you’d prepare for an interview with a future employer, you should adequately prepare for your appearance on a podcast show. 

How to Prepare to Be a Standout Guest

Before the interview:

• Listen to 1–2 episodes and the host or show’s social media, so you get the vibe

• Map out the impact you want to make and 3 main points you want to communicate

• Identify a specific CTA—what is one thing you want the audience to do after listening?

• Have stories or examples ready to make your points memorable. Lessons learned are great. You want to stand out.

During the interview:

• Treat it like a conversation, not a performance

• Speak to the host’s audience, not just your own

• Be generous with insights—don’t hold back

• Stay focused on your message, but let it unfold naturally

• Mindset: remember that you are an authority in your area. Be confident. Get excited to see where the conversation goes. While it's essential to prepare, you also want to treat it like a conversation with someone you would spend time with in real life. 

During the interview, focus on having a natural conversation with the host. If you’re caught up on who might listen and what they might think, you’re more likely to lose focus and not be yourself.

Lastly, have fun and enjoy yourself! This will ultimately resonate with the audience if you relax and enjoy the conversation with the host.

Some hosts will only stick to pre-planned questions. All you can do is answer them and inject pieces of your personality and stories into those. Others will be more free-flowing conversation. Know that every interview will differ based on the host's personality. 

Listening to an episode or two in advance can help you prepare to give as great an interview as possible.

After the Interview: Maximize the Momentum

Your work isn’t done when you hit “stop recording.”

Here’s how to extend the life of your podcast episode:

• Send a thank-you note and leave a review. Most guests don’t leave a review and hosts remember those who do. You want to leave a good impression and continue the relationship with the host for future opportunities to collaborate or help each other.

• Follow up to find out the air date, so that you can promote the episode on your social channels

• Pull quotes and clips for reels, carousels, or audiograms

• Add the podcast logo and link to your press or “Featured In” section on your website and one-sheet

• Share the episode in your email newsletter

Podcast guesting isn’t just PR—it’s smart content marketing.The interview doesn’t only grow your reach with new audiences—it continues to build your thought leadership with your existing audience.

Final Thoughts: Want to Make Podcast Guesting Work Without Doing It All Yourself?

You can absolutely build your podcast guest strategy from scratch. But if you want to save time, book more of the right shows, and elevate your brand faster, a dedicated team of experts can 10x your results. 

At Stella Nova Media, we help brands, thought leaders, and executives become the go-to voice in their space—by strategically placing them on podcasts their audience already trusts and enjoys.

• We craft your messaging and one-sheet

• We research and pitch the right shows

• We prepare you to shine during interviews

• We repurpose your interviews into thought leadership content

Interested in learning how we can take care of this for you? Find a time that works for you here and let’s chat. 

Christie was able to get me more publicity for Aurora than I’ve had for any of my other books. She is amazing to work with, professional, knowledgeable, and uber talented. I highly recommend her skills for anyone looking to grow their business and gain a larger social presence.

- Kerrie Droban, award-winning author and attorney

www.kerriedroban.com

Working with Christie Bilbrey to get booked on podcasts as we launched our new business was extremely helpful and productive! They are so organized, made the process easy, and did a great job preparing us for each one. The results exceeded our expectations!

- Kim & Mike Barnes, Parenting Aging Parentsparentingagingparents.com

I receive a lot of pitches for guests on my podcast but the pitch from Christie Bilbrey's team was not the usual cut-and-paste. It was thoughtfully written and I could tell they did their research, not only pitching a great guest, but taking the time to understand my show and demonstrating why their guest was a strong fit for my audience. It was an easy yes for me.    

- Mark Graban, host of My Favorite Mistake Podcastwww.markgraban.com