LinkedIn Strategies for Growing Your B2B Podcast Audience

LinkedIn Strategies for Growing Your B2B Podcast Audience

If you’re not using LinkedIn to grow your B2B podcast, you’re leaving your best listeners on the table.

LinkedIn isn’t just a professional network. It’s the most powerful platform for reaching decision-makers, buyers, and influencers. In fact, 97% of B2B marketers use LinkedIn for content marketing, making it the go-to place for thought leadership and brand-building.

And yet, most branded podcasts underutilize it. A single post when an episode goes live and a guest tag won’t move the needle. What actually drives audience growth? Native content that sparks conversation, strategic guest engagement, and when you’re ready to scale—well-placed Sponsored Content.

Take a cue from Listen Network’s campaign with Wiley: by running LinkedIn ads for a branded podcast, they hit a 64% consumption rate and drove nearly 7,000 downloads.

In this article, we’ll show you the most effective organic and paid LinkedIn strategies to grow your B2B podcast faster and smarter.

Table of Contents

This content should be published on both your company’s LinkedIn page and the personal profile of the podcast host or key team members. Personal posts often reach further, while the company page builds consistency and brand authority.

Launch a LinkedIn Newsletter Built Around Your Podcast

LinkedIn newsletters offer a high-leverage way to extend the life of your podcast content while building a subscriber base that sees your updates regularly without depending on the feed or paid reach.

Each podcast episode can be repurposed into a newsletter issue. A concise episode summary gives context, while an embedded clip or pull quote highlights the value. Include a clear CTA whether that’s to listen to the full episode, visit your site, or comment with their thoughts.

The advantage is distribution. When someone subscribes, they receive an in-platform notification and email every time you publish. This creates consistent, predictable reach especially important when organic feed visibility is hit-or-miss. And because newsletters are tied to personal profiles, not just company pages, they benefit from LinkedIn’s push to prioritize creator-led content.

Many B2B creators are seeing 10,000+ subscribers to LinkedIn newsletters. For podcast teams, it’s an ideal way to build a content-owned channel on a rented platform that compounds over time and integrates naturally with your episode release cycle.

Engage Your Guests to Expand Reach

When you feature someone on your podcast, you’re also tapping into their network. But for that to work, you need to make it easy for them to share.

Start by tagging them in your post-episode content. This ensures the post shows up in their network’s feed and signals that they’re part of the conversation. Beyond the tag, send a small media kit after the episode goes live: a 30-second video clip, a quote graphic, and a suggested caption. The less work they have to do, the more likely they are to share it.

Finally, ask them to engage directly with your post especially in the first few hours after it’s published. A simple comment or reply can trigger additional reach from LinkedIn’s algorithm, boosting visibility among mutual connections and beyond.

Use Polls & Community Posts to Tease and Recap Episodes

Polls & Community Posts

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Polls are one of LinkedIn’s highest-performing post types, often generating up to 2x more engagement than standard posts. They’re quick to interact with, algorithm-friendly, and ideal for sparking conversation around your podcast content.

Ahead of an episode, post a poll tied to the topic; something simple and relevant. If your guest is discussing AI in marketing, ask: “Is your team using AI in your marketing strategy?” You’ll gather insights, boost visibility, and prime your audience for the conversation to come.

After the episode drops, publish a follow-up post referencing the poll results and linking the discussion to key takeaways from the interview. This two-part content strategy makes your audience feel involved and turns each episode into a conversation not just a broadcast.

Research Impact

Case Study: Wiley + Listen Network

For most shows, the math is simple: Sponsored Content delivers better ROI and cleaner margins. Instead of spending internal time and resources trying to build momentum organically, you can invest directly in reach and scale far more efficiently.

Thought Leader Ads (Optional but Powerful)

When your podcast host or CEO has a credible presence on LinkedIn, Thought Leader Ads are a smart way to amplify podcast content while building trust.

Unlike standard Sponsored Content, these ads run directly from a personal profile, and not the company page which tends to perform better in B2B contexts. People engage with people. A post from a recognized voice in the industry feels more authentic, sparks more conversation, and can drive deeper interest in your podcast.

Use this format to promote a short clip, a bold insight from the episode, or even a personal takeaway that ties back to the interview. It works especially well if your host is already active on LinkedIn or has a network aligned with your ideal customer profile.

Thought Leader Ads aren’t required for every show, but if you’ve got a strong personal brand at the front of the mic, they can significantly increase reach and engagement at a lower cost per interaction than brand-led campaigns.

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