Daniel Priestley’s ‘Podcast Pyramid’ Strategy for Gaining Visibility on Major Shows

In a recent LinkedIn post, Daniel Priestley outlines a strategic approach for entrepreneurs and thought leaders aiming to secure guest spots on high-profile podcasts. Priestley, founder of Dent Global, shared what he calls the “podcast pyramid” strategy, emphasizing a climb from smaller platforms to larger ones to build credibility and audience reach.

Priestley highlights the fundamental challenge of accessing major podcasts, stating:

“The biggest podcasts in the world don’t book people they’ve never heard of.”

He proposes a systematic method for overcoming this hurdle. The core of his strategy involves starting with smaller podcasts and YouTube channels that are actively seeking guests. The goal, according to Priestley, is to not only accept these opportunities but to excel and over-deliver.

Building Momentum Through Smaller Appearances

The “podcast pyramid” strategy, as detailed by Priestley, begins with identifying podcasts and channels with smaller audiences. He advises potential guests to find platforms where they can be a “genuinely thrilling guest.” The emphasis is on delivering a top-tier performance and then promoting the appearance even more aggressively than the host might.

Priestley elaborates on this promotional aspect, noting the importance of outperforming the typical engagement:

“If their typical episode gets 500 views, your job is to make sure yours gets 1,000.”

This approach, he argues, is crucial for getting noticed by the next tier of podcasts – those with audiences ranging from 1,000 to 10,000 views. The process is then repeated, moving up the pyramid by leveraging a proven track record and a growing audience.

Lessons from Comedy and the Path to Big Stages

To illustrate the principle of gradual ascent, Priestley draws a parallel to the world of comedy. He points out that comedians do not immediately land Netflix specials but rather hone their craft in smaller clubs first.

“No comedian gets the Netflix special before they’ve done a thousand small clubs. The small audiences are where you sharpen the stories, the proof, the insights.”

This analogy underscores Priestley’s belief that mastering the art of communication and content delivery on smaller stages is essential preparation for larger platforms. By the time one reaches a major podcast, the focus shifts from learning to delivering significant value, a point he learned through his own experience.

Personal Experience and a New Tool

Priestley shares his personal journey as an example, referencing his multiple appearances on “Diary of a CEO.” He notes the substantial reach of these appearances, stating they garnered “Over 35 million views combined, more people than live in the entire country I was born in.” This anecdote serves to validate the effectiveness of the podcast pyramid strategy.

Furthermore, Priestley connects podcast success to another key entrepreneurial activity: writing a book. He observes that “Writing a book is also one of the biggest predictors of podcast success.” To assist entrepreneurs in this area, he has launched a new tool with Bookmagic AI, designed to help users plan their book in under 10 minutes for free. This initiative, he suggests, can be a complementary strategy for individuals looking to enhance their visibility and authority, potentially paving the way for more podcast opportunities.