How to Create a Podcast Strategy to Promote Your Book

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If you're an author looking to promote your book and grow your personal brand, podcasting is one of the most effective tools at your disposal. Podcasts provide a unique platform to connect with engaged audiences, share your expertise, and spread the word about your latest release.

But simply appearing on a few shows won’t guarantee results. Like any marketing effort, you need a well-thought-out strategy to maximize your impact. Here’s a guide to help you create a podcast strategy that promotes your book and builds your authority.

1. Define Your Goals and Audience ??

Before diving into podcast appearances, take the time to clearly define your goals. What do you hope to achieve with your podcast strategy? Are you aiming to sell more copies of your book, build your personal brand, or establish yourself as a thought leader?

Knowing your goals will help shape your messaging and guide your podcast selection. Additionally, define your target audience—who do you want to reach? Understanding the demographics and interests of your ideal readers will help you choose the right podcasts to target.

• Set specific, measurable goals for your podcast strategy (e.g., driving book sales, increasing your email subscribers, or landing speaking engagements).
• Identify your ideal podcast listener by thinking about who your book speaks to—whether it's entrepreneurs, self-help enthusiasts, or readers in a niche genre.

2. Research and Select Relevant Podcasts ??

The key to a successful podcast strategy is choosing the right podcasts. Don’t aim for the biggest shows right away; instead, focus on podcasts that align with your book’s themes and target audience.

Look for podcasts that are relevant to your industry, genre, or message. Research the hosts, previous guests, and topics covered. The goal is to find podcasts where your message will resonate most effectively.

• Create a list of podcasts that cover topics related to your book.
• Research each podcast’s audience size, reach, and engagement to ensure they align with your target audience.
• Prioritize podcasts where your message fits naturally, even if they have smaller audiences—highly engaged listeners are more valuable than large, disconnected audiences.

3. Craft Your Pitch to Podcast Hosts ??

Once you’ve identified your target podcasts, the next step is to craft a compelling pitch to the hosts. Remember, podcast hosts are looking for guests who bring value to their listeners, so your pitch should focus on how your message benefits their audience.

Keep your pitch concise and personalized. Mention why you’re a good fit for their show and how your book aligns with their existing content. Include a brief bio, the key message of your book, and a few suggested talking points or topics.

• Personalize each pitch based on the podcast’s audience and past episodes.
• Highlight how your expertise and book will add value to their listeners.
• Keep your email pitch brief, with clear contact details for follow-up.

4. Prepare for Each Podcast Appearance ??

Once you’ve secured podcast interviews, preparation is key. While you’ll want to promote your book, make sure to focus on delivering value first. Prepare talking points that align with the podcast’s audience while naturally incorporating your book’s message.

Be ready to discuss the core themes of your book and why they matter to the listeners. It’s important to come across as authentic, informative, and engaging, rather than purely promotional.

• Review previous episodes of the podcast to understand the host’s style and the tone of the show.
• Prepare stories, insights, or examples from your book that can be discussed in the episode.
• Practice speaking about your book in a way that feels conversational and adds value to the audience.

5. Leverage Your Book in the Podcast Episode ??

While the focus of your podcast appearances should be on providing valuable insights, you can strategically incorporate your book into the conversation. Look for natural moments to mention your book and how it relates to the topic being discussed.

For example, if you’re talking about overcoming challenges, you might reference a specific chapter or personal story from your book. Offer listeners practical takeaways from your book to pique their interest.

• Find natural ways to weave in your book during the conversation without sounding like a hard sell.
• Mention where listeners can find your book (your website, Amazon, etc.) without overdoing the self-promotion.

6. Promote the Podcast Episode ??

Once the episode airs, your work isn’t done! Promoting the podcast episode is an essential part of your strategy. Share the episode across your social media channels, send it to your email list, and add it to your website or blog.

Cross-promotion not only helps boost the podcast’s reach, but it also gives you another opportunity to highlight your book to your audience.

• Share the podcast episode on all your social media platforms with a brief description of your key takeaways.
• Include the episode in your email newsletter and on your website.
• Tag the podcast host and any relevant partners to amplify the reach of the post.

7. Repurpose Podcast Content for Maximum Impact ??

Don’t stop at promotion—repurpose your podcast content to extend its value. Turn key insights from your interviews into blog posts, social media snippets, or email marketing content. Repurposing allows you to continuously leverage your podcast appearances to drive ongoing book promotion.

• Write blog posts that dive deeper into topics covered in your podcast episodes, linking back to the podcast.
• Create quote graphics or video snippets for social media using highlights from your interview.
• Repurpose content into a series of emails or newsletter articles to keep your audience engaged.

Creating a podcast strategy to promote your book is a smart, scalable way to connect with new audiences, build your personal brand, and drive book sales. Remember, podcasting is a long-term strategy. The more episodes you appear on, the more your influence and credibility grow.

And in case you need some help with your PR/Marketing journey, feel free to reach out, I’m here to help . ??

Hello, I'm Drew Gerber ??

CEO of Wasabi Publicity, Inc.

For over 30 years we have been inspiring people and organizations committed to changing the world and sparking aha conversations that lead to personal and business success.

Let us be your guide in bringing your impactful message to the world. ??

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