Is it too late to start a new podcast?
And are there any benefits to being a podcast guest?
The podcast boom of the 2010s seemed to take a nosedive in the 2020s for a while. But with the huge rise of AI-churned-out content on socials, more than ever, people are craving REAL voices, REAL conversations and REAL opinions. Not just what ChatGPT thinks you think.
So the EC marketing and PR gurus are predicting that podcasting is going to become one of the most effective methods to build brand trust, authority, and a loyal customer base in B2B marketing.
Whether you’re considering starting a new show, contemplating whether to do another series of an existing show, or want to be a guest on someone else’s, this one’s for you.
1. What Makes a Great Podcast Host? 🎤
The best hosts are not just question-askers, they are curators of real sounding and real interesting conversation.
Here’s what makes a good one unforgettable:
Curiosity > Ego. Make it about your guest and your audience, not about proving you’re the smartest person in the room.
Structured but not scripted. Have a few questions in mind, or a run-sheet and theme, but let the conversation flow naturally.
Energy & warmth. Smile when you talk, don’t be afraid to laugh, and definitely don’t be scared to have fun! It doesn’t matter how serious you think you need to be.
Editing discipline. Great hosts respect their listeners’ (and guests) time. Limiting yourself to an hour in a studio will help prevent episodes from running over. And we ALL prefer a tight 25-minute episode over a rambling 90-minute chat.
Ensure your “studio” is sufficient. You don’t need to spend £100s on a professional studio, but you do at least need a half-decent microphone (you can find good ones for £25 online) and a quiet space to record. It doesn’t matter whether that’s your bedroom or office, just make sure you won’t be disturbed.
💡 Pro Tip: Listen to your favourite podcasts - across different topics - and notice what the host does that you like. Do they balance questions and humour well? Do they allow extra space for the guest to shine? Do they sound like they’re interviewing, or just having a conversation?
2. What Makes an Interesting Topic? 🍀
No one wants another generic “state of the events industry” panel chat. Your topic should spark curiosity. Teach something useful. Challenge assumptions!
The best topics tend to be:
Specific, not generic. “How brands are using sound to influence buying decisions” > “Audio trends in events marketing”
Actionable. Your audience should leave with at least one thing they can try tomorrow. Top tip: write down your 1-3 ‘actionable learnings’ before you record.
💡 Pro Tip: Write down your 1-3 ‘actionable learnings’ somewhere you can easily read during recording, and make sure they’re covered. You can use these for social clips too.
Contrarian. If everyone is talking about X, don’t be afraid to take a bold (but genuine) stance on Y.
Human-led. Bring in real stories, behind-the-scenes moments, or surprising lessons learned. People are more interested than you think, but keep the stories relevant.
Unique. Are there already 100+ podcasts on this topic? If so, what makes yours unique? If not, then it sounds like a great topic to us.
If you’re stuck for ideas, scan LinkedIn, your DMs or Reddit for the questions your audience is already asking, then use those for your next podcast topic.
3. How to Be a Brilliant Guest 🎙️
The goal: Make the host look good, share some expertise, and leave the audience thinking "That person really knows their stuff, and I want to work with them."
Here’s how:
Do your homework. Listen to at least 3 episodes before going on. It’s best to know the style in advance.
Bring 3 clear talking points. Don’t wait for inspiration to strike mid-episode! And it’s best to let your host know these in advance.
Share stories, not sales pitches. Your wins, failures, and lessons are more engaging than a long list of services you offer! Naturally weave in your services to the stories, and ask for any links to your website/socials to be included in the episode description.
Sound good, literally. If it’s a virtual recording, even a basic USB mic and quiet room will make you sound 10x more professional. We’ve literally seen people recording podcasts in cafes. Criminal. Don’t be that person.
Don’t be nervous! Easier said than done we know, but remember… you are just having a conversation with another human. Anything you say can be edited out. And the more you do these things, the easier they will feel.
💡 Pro tip: Once the episode is live, make sure to share the episode and social clips on LinkedIn and tag the host. Not only does it show you as a thought leader in your space, it makes you a dream guest for future shows. The bookings will come rolling in.
4. How to Find Opportunities 🔍
Podcast opportunities don’t just land in your inbox, at least to begin with, but they’re not hard to find if you know where to look.
Try these:
Podcast directories: We love MatchMaker.fm best. It’s great to connect with hosts actively looking for guests too.
LinkedIn outreach: Search “podcast host” + your industry. Send a short, value-led pitch about why their audience would benefit from your insight. Better yet, voice note them so they can hear your lovely voice.
Leverage your PR contacts: If you’re already doing media outreach, add podcasts into the mix. Guess who can help with that? It’s Electric Cat.
Start small: Local, niche, or industry-specific shows often have highly engaged audiences, they’ll be more relevant to you and are easier to land. A podcast with 50 relevant audience members is better than a podcast with thousands who don’t care about events.
Start your own: It’s definitely a lot of hard work and time, but if you’re struggling to find opportunities, why not make them yourself? You could start with just your laptop, a microphone and Zoom, and work your way up.
💡 Pro tip: Have your pitch and any examples of previous guest or presenting work you’ve done ready to share. Have them as a page on your website. Or create a LinkedIn post about it that you can pin to your page, and tag relevant people.
Podcasting isn’t just about being on Diary of a CEO or cute selfies in front of microphones. It’s about showcasing you as an expert to the right people, building your skills as a speaker and adding to your PR efforts. All essential in 2025 marketing strategies.
No matter which route you take (being a host or a guest) make sure you have a goal and a purpose for doing so. What do you want to get out of it? How will it benefit you long term? And how will you know what good looks like?
Whether you’re hosting or guesting, your aim is to:
Be valuable
Be relatable
Be hireable
Do that consistently, and you’ll build trust, authority, and a bank of content that helps build up your personal brand for many months and years after recording.
And hey, as ever… if you need help finding the right shows, shaping a compelling pitch, or support starting your own podcast, you know where to find us 🎙🐱
Check out our very own podcast, The Neon Lounge, for an example of this in action!
