Podcasting isn’t always a marketing engine worth pursuing. Something we’ve noticed is that some industries just work better than others. But here’s the thing: it’s not just about the industry itself. It’s about the intent behind the show.
When a podcast starts with a clear understanding of its audience and guests, it becomes a growth engine. When it starts with, “make me famous,” it dies quickly.
Let’s break down what separates the good from the bad.
The “Good” Industries (and Why They Work)
Some industries are simply better positioned for podcast success. Here are the ones we’ve noticed:
- HR: Thrives in storytelling around culture, leadership, and growth, making for relatable content and connection building. (Check out the HR podcasts we produce: AI+HI, Tomorrowist, and All Things Work).
- Cybersecurity: Credibility is key here. A podcast gives them the space to establish credibility, build trust, and educate their audience. Their teams also have the capital to back up the long-term goals of the project. (Explore two of our current Cybersecurity pods: Guardians of the Data and Channel Security Secrets).
- SaaS: Companies in this industry tend to have the capital and internal bandwidth to support a consistent podcast project and foster strong guest relationships. They understand that it’s a long game, and they’re willing to invest in it. (Look at some of our SaaS podcasts: FinOps in Action and The Agentic Insider).
So overall, what makes these industries work so well? Capital, bandwidth, and strategy.
They have the mindset to treat a podcast like the brand-building, connection-fostering tool it is.
The “Bad” Fits (and Why They Struggle)
On the other hand, some industries can prove more challenging for podcasting. Here are some we’ve noticed:
- Business Brokers: Here, it’s tough to build authentic relationships. It can come off as very transactional when the end goal is to help you sell your business.
- B2C Pharmaceuticals: Again, this industry is highly focused on the transaction. In addition to being highly regulated, and most people aren’t seeking out long-form pharma content, it can be a harsh mix for podcasting.
- Solopreneurs: Solo creators often have the passion, but not the capital, bandwidth, or strategic clarity to sustain a show. The content can drift toward self-promotion rather than audience value or crafting authentic relationships with the guests.
Honestly, there aren’t necessarily “bad” industries for podcasting. What we’ve found is that any industry can make it work for them and it boils down to the traits of the podcast more than anything.
The Make or Breaks in Podcast Success (Regardless of Industry)
Now, what really matters in podcasting success is the vision. Here are the traits that derail branded podcasts.
Fame > Connection: The “make me famous” mindset leads to losing sight of the customer. The focus is all on me, me, me.
Transaction > Trust (B2C): When every episode’s goal is to point towards a product or solution, it becomes a sales pitch nobody asked for, and you miss out on the connection.
Pipeline > Brand (B2B): Hyperfocusing on lead gen means you fail to realize you’re also building your brand.
The Bottom Line
It doesn’t matter what industry you come from, what matters is intent.
Know your audience. Know your guest. Know your purpose.
That’s the difference between a podcast that fades out and one that grows.