As someone who has a blog and podcast and who knows the value of media exposure, I’ve been on both sides of the coin – pitching to promote my own brand + other endeavours and being pitched to for my blog and podcast.
There has never been a better time to start a podcast or be featured one. They are ridiculously popular right now and there are many platforms that recognize the popularity and the need for podcast hosts and guests to connect such as matchmaker.fm
If you’ve been meaning to get yourself featured on a blog/podcast, here are some reasons to help you take action sooner than later:
Bloggers and podcasters want to produce content on a consistent basis. Your business and brand being featured helps provide content for them.
Not only that, it provides content for you to share on your social media and to feature on the media page of your site.
Everyone and I mean everyone has their own network, regardless of size. The expectation is that once the interview is published, it is shared on each each other’s networks. Unless it was a really bad interview, who wouldn’t want to share that they’ve been featured somewhere?
With respect to sharing –
You never know who someone else knows or who they may end up sharing your interview with.
3. Demonstrate Thought Leadership
Just like guest posting on a blog, your interview demonstrates credibility, thought leadership, valuable insight and inspiration to others
4. Drive Traffic Back To Your Site and Potential Business
You usually get a backlink to your site. With the case of podcasts, the host usually post shows notes which can include a transcription.
There’s a ton of potential for you to gain business from being featured on a blog or podcast. After having read your interview or listened to your podcast, they’ll probably end up checking your website and social media accounts. You may get some new followers and requests to connect on LinkedIn. I had someone reached out to me after they had heard me on a podcast, who then became a client not too long afterward.
5. Improve Your Speaking Ability
For podcast interviews, it’s great practice for when you have to speak in front of larger audiences and it helps you think on your feet. The questions they ask and the responses you give may end up providing some valuable insight or new ideas for your business.
How To Pitch a Blog Or Podcast
1. Be Personable
Address the owner/podcast host by name. It makes a huge difference and helps your pitch stand out from the many other generic requests. People will remember you if you took a bit of time and effort to craft a quick, yet thoughtful message. Mention something about their podcast and an episode that you actually listened to. Even though it takes extra time, it is worth it to go the extra mile.
2. Make Yourself Appealing
Don’t just say who you are and what your business or startup is about. Also mention what particular topics you could speak about, how being interviewed on their blog and/or podcast would benefit their audience. Check to see what their podcast is about and what type of guests they’re looking for to determine if you’re a good fit for the show.
Don’t apply to any and every single podcast out there.
3. The Fortune Is In the Follow Up
Keep in mind that some podcast hosts may get a significant amount of pitches plus they may have other projects they are working on (myself included). If you don’t hear back within a week or so, I would say it’s okay to follow up and still no response, then move on. There are plenty of other podcasts to pitch to and unless it is one you really want to be a guest on that particular show, I wouldn’t spend all your time chasing them.
4. You Gotta Start Somewhere
Don’t get discouraged about not having any prior podcast interview experience. This is how you start. One leads to two, which leads to three, etc. It helps to be able to show videos or audio clips of yourself speaking, so the podcast host can get an idea of your personality and your speaking ability.
5. Showing Off Your Street Cred
All those links to episodes and articles you’ve accumulated? Be sure to share them in your pitch or even better direct them to your media page. Even if you are featured on small online publications, that still counts for something.
Maybe you have a unique story or you’ve won some awards. What makes your product and/or service stand out from your competitors? What is your USP (unique selling proposition)? Think about any past achievements made in your business (number of sales, customer base, global expansion, secured a significant amount of funding, etc ).
6. ( The Voice of Dory) Just Keep Pitching, Just Keep Pitching
Don’t get discouraged if the response is no, there are an insane amount of podcasts out there that are actively looking for guests. Also, don’t doubt your experience – all your successes and failures, the reasons why you decided to become an entrepreneur- That’s worth sharing. Especially to those people who are thinking about it but are afraid to to take that leap (part-time or full-time).
7. It’s All About the Timing
Try your best to be responsive if they get back to you. Bloggers and podcasts hosts are busy people too and have their own schedules too. Try to schedule out your interviews accordingly. For example, if you are preparing to launch a book you have written, you may want to try and reach out to the media a couple of months in advance to schedule an article or episode to be published around the time of the launch or not too long after.
It can be a lot of work, which is why businesses often have a PR person. Even if you don’t have the resources yet to outsource, try to make the time and effort to reach out to blogs and podcasts every so often to amplify your audience reach. People can’t buy from you or work with you if they don’t know if you exist.