“Help, our CEO wants to increase the reach of our podcast dramatically, but nothing seems to work,” shared a frustrated CMO from a $250mil tech company. We’ve all been there. A senior exec stumbles across a podcast success story—usually one with a massive consumer audience—and suddenly expects your niche B2B show to take off like SmartLess. That’s not how this works. But don’t worry, this post isn’t a rant. It’s a roadmap.

Here are 8 ways to increase the reach (and value) of your podcast—without selling your soul or sacrificing quality: [For a more complete list, visit RenegadeMarketing.com/blog]

1. Nail the Content First

This should go without saying, but far too many shows overlook the fundamentals. Prioritize clear audio, sharp editing, and relevant topics. If you don’t have something unique or genuinely helpful to say, no amplification trick will save you.

2. Define the Right Audience

Success isn’t about volume—it’s about value. My show is for B2B CMOs. Every topic, guest, and soundbite is tailored to their pain points. You don’t need 10,000 listeners if the right 500 are tuning in.

3. Find Your White Space

If your show sounds like everyone in your category, you’re toast. Take inspiration from Jeff Morgan at Elements, who built a category-leading podcast for dentists when no one else had. Specificity breeds loyalty.

4. Choose Guests Strategically

Whether it’s customers (great for relationship building) or well-known thought leaders (great for awareness), your guests should be relevant and share-worthy. Bonus: Guests with large followings often promote the episode—just make it easy for them with ready-to-go assets.

5. Consistency Is Non-Negotiable

Release episodes weekly—same time, same length. Sporadic publishing kills momentum. A reliable cadence builds habits and trust with your listeners.

6. Multiply Your Assets

Record both audio and video. Then slice your content into 90-second clips and quote cards. Share them on LinkedIn, YouTube Shorts, newsletters—wherever your audience hangs out. These “micro-moments” extend your reach exponentially.

7. Be a Guest on Other Podcasts

One of the best ways to grow your show is to appear on others that reach similar audiences. Just like being a great interviewer, being a great guest takes prep. Be spontaneous, sure—but also pithy. Give your host room to respond. You’re in a conversation, not a keynote.

8 . Don’t Forget Internal Value

If your podcast builds customer love, sharpens your POV, and trains your sales team—that’s value, even if the external reach is modest. Would you be happy speaking to 800 members of your target audience every month? Most executives would be thrilled. That’s the power of a niche podcast.

Final Thought

Before your CEO asks about “reach,” help them understand the purpose. In niche B2B, a podcast isn’t just a megaphone. It’s a magnet, a relationship builder, and a strategic asset.

What have you done to grow your podcast’s audience?

Written by Drew Neisser