Podcasts: Voice & Visibility

Starting Your Own Podcast vs. Appearing on Others

Starting a podcast: You host a show, interview guests or discuss topics.

Appearing on podcasts: You’re a guest on other shows.

Both build authority. Both have different trade-offs.

Starting Your Own Podcast

Pros:

• Owned audience (listeners subscribe to your show)
• Direct relationship with listeners
• Format allows for deep conversations
• Positions you as a leader
• Can drive significant pipeline

Cons:

• Requires consistency (weekly or bi-weekly)
• Takes time to build audience
• Production overhead
• Difficult to monetise directly
• Declining medium (less popular than previous years)

Best for: Founders willing to commit to weekly/bi-weekly consistency for 1–2 years.

Appearing on Other Podcasts

Pros:

• No production overhead
• Reach existing audiences
• Positions you as an expert
• Easier to get started
• Good for building visibility

Cons:

• No owned audience
• Less control over conversation
• Harder to measure impact
• Requires pitching to get on shows

Best for: Building credibility and reaching new audiences.

Podcast Topics That Build Authority

Best podcast topics for SaaS founders:

• Your domain expertise (“The Sales Ops Podcast”)
• Interviews with other experts (“The Founder’s Journey”)
• Debunking myths in your space (“Why X Doesn’t Work”)
• Breaking down complex topics (“The Crypto Explained Podcast”)

Avoid:

• Generic business podcasts (too crowded)
• Lifestyle/personal development (unless that’s your brand)
• Daily news shows (burn out fast)

Pick a specific angle, specific audience, specific problem you’re solving with your podcast.

Podcast Growth Reality

Starting a podcast is not the fastest way to build authority.

The reality:

• Most podcasts get under 100 listeners per episode
• It takes 1–2 years to build meaningful audience
• Consistency matters more than quality
• You need guests/content strategy to maintain momentum

The upside:

• Listeners who find you are highly engaged
• Recurring guests become collaborators
• Content can be repurposed (video, blog, social)
• Direct access to founder’s voice builds trust

If you start a podcast, commit to 52 episodes (one year) before evaluating.

Appearing on Existing Podcasts

The strategy:

1. Research podcasts in your niche. Find shows with relevant audiences.
2. Listen to 2–3 episodes. Understand the format, tone, typical guests.
3. Pitch the host. Email with: your topic angle, why it’s relevant to their audience, 2–3 specific episode ideas.
4. Prepare thoroughly. Know what you want to say. Have specific stories ready.
5. Promote the episode. Share it with your audience.

Podcast appearances to prioritise:

• Shows with 10k+ listeners
• Shows with your target audience
• Shows with engaged communities
• Shows that repurpose content (reaching more people)

Key Takeaway

Podcasts build authority through direct, personal connection with listeners.

Hosting your own podcast requires commitment but builds owned audience. Appearing on others’ shows builds visibility with less effort.

Choose your approach based on your bandwidth and goals.

That’s how SaaS founders build authority through podcasting.