People who want to be podcast guests nearly always ask the same thing. How do I get invited? The answer is to think like a podcast host.
The short answer is that hosts invite guests who make their podcast better. Once you see a podcast from the host's side, it becomes much clearer why some guests get a yes and others don't.
What is running a podcast really like?
Most podcast hosts are not full time podcasters. A lot run their podcast alongside their own business, or if created by a commercial company, it is another marketing channel. It takes a lot of time and it usually doesn't pay directly. Podcasts for most are create to brings in leads and/or raise a person or company’s own profile.
Think about everything that goes into a podcast season. There's marketing the podcast, planning guests, planning content, coordinating with guests and setting up each episode. If it's recorded in a studio, there's studio time to pay for and book too. There’s also backups factored for guests, in case someone lets them down.
A guest might spend an hour getting ready for an interview. The host has often planned weeks or months ahead, and then spends several hours on each episode. How intense that is depends on whether the podcast comes out several times a week, weekly or monthly.
It's a lot of work. Not many podcasts make it past their first season.
What do podcast hosts look for in a guest?
Hosts want a good conversation. They want guests who make listeners stay and listen right to the end.
They also want their podcast to grow. More listeners means they can market the podcast further and attract advertising and brand deals. That's how a podcast goes from paying for itself to actually making money.
This is why hosts are often drawn to guests with large followings. Many will ask you to share the episode you appeared on, so their podcast reaches new listeners.
Why is a podcast interview a value exchange?
A podcast interview is an editorial conversation. But it also works a bit like an advertising slot.
Brands pay large sums for a few minutes on radio or TV to say what they want. A podcast gives you 20 minutes or more, at a fraction of that cost. If you've been invited, it may cost you nothing at all.
In return, the host needs something from you. Turn up prepared, be worth listening to, and help the episode reach new people.
Do I need a big following to get invited?
No. You'll be starting on smaller podcasts anyway. The biggest podcasts are mostly for people with big media profiles, celebrities and people who have gone viral.
What you can do is build your own media presence alongside your podcast appearances. Raising your profile means giving people a reason to follow you, and a place to do it. As you look after your own online profile, it grows. If you're just starting out, I've written about what to expect when you've never spoken on a podcast before.
What puts podcast hosts off a guest?
Treating it like an advert. A podcast raises your profile, a bit like an advert might. That doesn't mean you should turn it into one. Treat it as an editorial opportunity.
Cancelling at the last minute. The host has invested time in your episode. If you really have to cancel, give them as much notice as you can.
Asking about reach. Questions about download numbers miss the point. The host is putting time into making a great episode with you, so focus on the conversation. Even asking who their audience is can grate. Most hosts are very clear about who they're talking to, in their podcast description and their own marketing. Read it, and listen to a few episodes first.
Not promoting the episode. The host is promoting you. Think about what you can promote for them in return.
So how do you get invited?
Be the guest a host is glad to have. That means someone worth listening to, someone reliable, and someone who will help the episode find new listeners.
Finding the right podcasts and getting you invited is my job. At HeyPodGuest!, we match UK professionals with podcasts where their story and expertise genuinely fit. Podcasts work very differently from press coverage, which I've explained in why podcasts and PR are not the same.
If you'd like to be a guest, book a free call and we'll talk about where your story fits.