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Are you feeling like everyone is talking about how you have to be in ALL the places online right now with your podcast, and you need to be keeping up with the loudest in the room?
Today I want to offer a different perspective and some food for thought on that, because it’s a philosophy I’m not buying into for my own show or recommending to our clients.
I’ll be honest right off the top! I have a lot of respect for the big names in marketing and online business that are pushing this approach. Some of them influenced me when I was getting started back in 2015. But I don’t think most of us are playing the same game they are, and I think following this advice could actually be hurting more podcasters than it’s helping.
The Pitch You’re Hearing Constantly
You need to be on at least 7 platforms. You need to chop every episode into dozens of micro clips. You need to feed the algorithms, feed the AI search engines, and post more content than you ever thought possible. And with today’s AI tools, it’s easier than ever to do it with a click of a button if you want to play that game.Â
I even purchased one with the intent to generate much more content heading into 2026, but it just didn’t feel aligned for me.Â
And I understand the logic, if you’re trying to drive cold traffic and build a massive following from scratch, volume and reach makes sense.
But here’s where I’d push back: is that actually what your podcast is for?
A Different Way to Look at It
Our most recent clients at PodAssist haven’t found us through viral clips or a massive social media presence. They’ve come through referrals, relationships, and just being in this business for over 11 years now. And what they’re telling me when we hop on a call is that they’ve already been listening to my podcast.
That’s the difference between using your podcast as a top of funnel discovery tool for cold traffic, and using it as a bottom of funnel credibility builder for the warm leads already finding their way to you.
When someone books a call with you and they’ve already listened to three or four of your episodes, they already know, like and trust you before you’ve said a word on that Zoom call. That’s your podcast doing its job quietly in the background – it doesn’t have to be the loudest one out there!Â
The Mini Split Analogy
I was sitting in my living room recently and looked up at my mini split air conditioner. It’s quiet. I barely notice it’s even there. But it keeps the whole upper floor of my house cool on these hot Canadian summer days (I’m not complaining, we’ll be blanketed in snow soon enough)!Â
I don’t have a mini split in every room though. There’s not one in the bathroom. I’m not installing one in every nook and cranny of the house. And I’m not getting the loudest one with maximum BTUs just to prove a point. It just quietly does its job, and I’d certainly notice if it stopped.
That’s what I want my podcast to be. Not the loudest. Not everywhere. Just quietly running in the background, doing its job, building credibility for when the right person finds it.
More Isn’t Always Better
At this stage of my life I don’t work out three times a day six days a week either. And I’m not cramming 10,000 calories down my throat because that’s way more than I need. More isn’t always better, whether we’re talking about gym sessions, air conditioners, or podcast content.
You may have come across an article by Kevin Kelly called 1,000 True Fans. The concept is simple: you don’t need millions of people. If you have 1,000 true fans or buyers at $100 a year, that’s $100,000 in revenue. As a service provider, if you generate $10,000 a year from an ongoing client, you only need 10 buyers to hit that same number.
I’d rather build credibility with those 10 right people than spray and pray across 100 platforms hoping to get discovered by cold traffic and go viral.
What I’m Doing Instead
I share on Facebook, in groups and on my personal page. I post on LinkedIn when episodes go live and do a long form article. I write a blog post for this website. And I let it all sit there as assets, quietly doing their job.
And when I speak with someone about podcasting and I have a past episode I think they may find interesting or valuable, I make sure to share it!Â
I’m not playing this game of trying to outshout everyone else. And my podcast is still working for us as a service provider in the podcasting space because that was never the job I asked it to do.
A Teaser for Next Time
I’m really excited about the next episode. My brother Marc is coming on, and he’s just about to hit 1,000 episodes of Natural Born Coaches, which is incredible. Marc started out doing seven episodes a week, yes, seven days a week, and has landed on one episode a week now. He’s also made some other intentional changes to his process that tie directly into this topic. I don’t want to spoil it, but I’ll say this: Marc isn’t doing video right now either.
If you have thoughts on this episode I’d genuinely love to hear them. This is a topic I know not everyone will agree with me on! You can find me on Facebook, LinkedIn, or send a note to matt@podassist.com.
Remember, it’s YOUR show and there are NO RULES!
Ready to launch your podcast in as little as TWO weeks, stress-free? Or need help with your current show? Book a no-obligation call with me at https://calendly.com/mattpodassist.
LINKS:Â
Gary Vaynerchuk – The New Rules of Social Media 2026
1,000 True Fans by Kevin Kelly
04: Video Optional: Getting the Benefits of Video Without the BurnoutÂ