How to get onto a podcast: Complete guide for UK founders

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Key takeaways: How to get onto a Podcast

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1. Target the right shows – Focus on where your ideal customers or investors listen.

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2. Write standout pitches – Personalised emails, clear value, credibility, and suggested topics.

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3. Prepare thoroughly – Listen to episodes, define 3 key messages, and prep story-driven examples.

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4. Be conversational on-air – Deliver actionable insights, focus on value, not self-promotion.

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5. Promote after recording – Share across social media channels by repurposing content.

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6. Be consistent – Aim for two to four appearances per year 

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7. Measure impact – Track traffic, social engagement, leads, partnerships, and investor interest.

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8. Decide on DIY vs agency – DIY is possible but time-consuming; agencies like Words+Pixels speed up results and handle outreach, angles, and media training.

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Why podcasts matter for founders in 2026

Podcasts now sit at the centre of “new media” — creator-led, social-first channels where audiences actually spend their time. Simply put: people are listening more than ever, making podcasts a prime channel for exposure and influence.

• 74% of podcast listeners easily discover new shows through social sharing (Ofcom)
• 54% are more likely to consider brands mentioned on their favourite shows (Edison Research via Buzzsprout)
• The average person listens for 6 hours 39 minutes every week (Cloud Income, 2025). 
• 46% of weekly listeners have bought something they heard advertised on a podcast (Edison Research, 2023).

Long story short, getting onto podcasts will get your brand infront of the right audience, driving brand visibility where it matters most, whilst siultaniously bringing you more brand exposure and brand opportunities.

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How podcasts are beneficial for business goals

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1. Investor visibility: Investors use podcasts as key sources when searching for growing businesses

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‍2. Brand awareness: Podcasts attract niche and loyal audiences, so find the shows that will put you in front of the exact people you want.

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3. SEO boost: Podcast features create high-quality backlinks that lift search rankings and drive traffic.

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4. Evergreen value: Podcast interviews are evergreen and discoverable through search.

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How to find the right podcasts

Do your research: The more relevant the podcast, the better you'll resonsate with the audience

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1. Podcast directories: Search by industry keywords on Apple Podcasts , Spotify,  Podchaser,  Listen Notes

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2. Competitor research: Google “[competitor brand/founder] podcast interview” to find shows already hosting similar guests.

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3. LinkedIn mining: Look for posts about podcast appearances in your sector — founders often share them.

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4. Industry roundups: Check BusinessCloud, TechRound, and Startups Magazine for featured podcasts.

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5. Podcast communities: Join LinkedIn groups and Slack channels where hosts post guest opportunities.

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Make sure that you’re what they are looking for

Before pitching, assess each podcast for:

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1. Audience alignment: Match listener demographics to your target customers or investors.

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2. Content relevance: Listen to 3+ episodes; can you naturally converse with the host?

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3. Production quality: Professional audio and consistent publishing matter.

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4. Engagement signals: Are reviews positive? Do guests share episodes actively?

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              Download our New Media Litepaper

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How to prepare for an interview as a podcast guest

Before the interview:

1. Research the show and host — listen to three to five episodes to understand common themes, their interview style and what topics they have already covered

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2. Define three key messages

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3. Test your setup.

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4. Ensure you have a goodmic, headphones, and a strong internet connection

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5. Pick a quiet and echo-free space

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6. Prepare thoughtful questions 

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During the Interview

1. Be conversational, not scripted.

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2. Share some actionable insights for listeners.

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3. Focus on value for the host and audience over self-promotion.

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4. Explain any UK-specific terms for international audiences.

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After the interview

Top Tip: The moments after your podcast has been published are critical - with promotion across social channels increasing reach by up to 40%.

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1. Platform-specific sharing: Share content on LinkedIn.

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Top Tip: Read, ‘How to grow your personal brand on LinkedIn’ which shows how both LinkedIn and Podcast content work together to amplify your personal brand.

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2. Use Canva to create shareable soundbites

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3. Repurpose content: Blogs, threads, newsletters, video clips

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4. Add to your websitee: Embed episodes on a dedicated website section

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5. Engage with the audience: Respond to comments — these are warm leads

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               Download our New Media Litepaper

Build a sustainable podcast strategy

• One appearance helps, but consistency compounds results
• Aim for two to four podcasts per year 
• Track traffic, social engagement, enquiries, partnerships, investor interest

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How Words+Pixels help UK founders:

• Our in-house publicists work across corporate and consumer teams helping the teams secure slots in the shows that matter most to our clients 
• We provide media training where needed, to support founders and spokespeople with in-person interview and podcast style interviews 
• Words+Pixels manage the entire process, from researching the best slots for you and your business, outreach, angles, key talking points and messaging. 

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In short: DIY pitching works, but Words+Pixels makes it faster, smarter, and more strategic  - turning podcast appearances into tangible business impact.

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Need support getting onto a podcast?

‍Get in touch with our team to secure podcasts that put your business in front of the right audience

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FAQs: Podcasts for UK Founders

1. Why should I do podcasts?

Podcasts boost your visibility among investors, existing and new target audiences,  supports SEO, and provide evergreen content that keeps working for years.

2. How do I find the right shows?

Ask yourself and your peers where they listen to shows. Use podcast directories, competitor research, LinkedIn, and industry roundups. Focus on audience alignment, content relevance, and engagement.

3. What makes a pitch successful?

Stand out with a personalised email: clear subject line, unique value, credibility, topic suggestions, and a bio/headshot.

4. How do I prepare for interviews?

Listen to episodes, define three key messages, test your setup, and focus on real value, not self-promotion.

5. How often should I appear?

 Aim for two to four  podcasts per year 

6. DIY or agency?

DIY works but is time-intensive. Agencies like Words+Pixels own the entire process for you - securing the right  placements at the right time. 7. How do I measure success?

Track social engagement and audience sentiment, website traffic, leads, partnerships, and investor interest to see the full impact.

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References

• UK podcast listeners (21 million): Statista - Podcasts in the UK, 2022
• Podcast discoverability (74%): Ofcom UK Communications Report
• Attention to podcast ads (81%): McDougall Interactive, Mind Blowing Podcast Statistics, 2025
• Brand consideration (54%): Edison Research via Buzzsprout, Podcast Advertising Guide
• Weekly listening time (6 hours 39 minutes): Cloud Income, 52 Podcast Statistics and Facts, 2025
• Purchase behaviour (46%):Edison Research, Podcast Metrics Survey, 2023
• Listener demographics and income: Edison Research, The UK Podcast Consumer 2024