The Marketing Playbook for Niche Podcasts
You don’t need millions of listeners to build a successful podcast. You just need the right people to tune in and engage with your work.
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Whether your show is about municipal finance, fly fishing, coffee, beluga whales, Broadway history, climate tech, medieval literature, or a hyper-specific corner of pop culture, marketing a niche podcast requires a different approach than marketing a general-interest show. Blanket advice rarely works. BUT HERE’S THE GOOD NEWS: your niche is probably your biggest advantage. If you know who you’re talking to.
In this 60-minute session, we're gonna cover a lot of ground:
A case study from a podcaster who was able to secure press mentions, editorial app placement, and more wins for her show, and the results.
A data breakdown from a podcast marketing expert on what's working for her clients and why.
A look at how a podcaster serves his niche community through a dialed in podcast and video product.
Through these mini presentations, we'll break down practical, repeatable ways to grow a podcast that serves a specific audience.
You’ll leave with an attendee-only Podcast Marketing for Niche Shows Checklist.
What we’ll cover
How to define your audience persona
How to speak to them and appeal to their needs
How niche listeners find podcasts
Partnership opportunities and how to land them
Communities, newsletters, events, and creators to reach out to
Ways to measure growth beyond download numbers
You’ll leave with:
A marketing checklist for your own show
New ideas you can implement immediately
A clearer understanding of what makes niche podcasts uniquely positioned to grow
As always at Well It Depends Labs, this is an active session, not just a presentation. Expect practical instruction, examples from working creators, and opportunities to ask questions.
Every attendee should leave with at least one idea they’re excited to put into practice ASAP.
Meet Your Speakers
Arielle Nissenblatt is the event facilitator. She's the founder of Well It Depends Labs. She writes EarBuds Podcast Collective and Podcast Plunge. She's a 2026 inductee in the Podcast Hall of Fame.
Speaker bios to come!
Emily Reeves is an award-winning audio producer based in Brooklyn, NY. She’s the creator of Violence Week, a four-part investigative series examining the role of school policing. The series was a Signal and Anthem Award-winner, an Apple Podcast Editor’s Pick, and was named a “best podcast to check out” by The Times. Emily has also produced shows for LinkedIn News, Next Chapter Podcasts, Silver Sound, and more. Outside of work, she’s one of the organizers of Audio Spice, an independent collective hosting free, sound-focused events for creatives in NYC.
Hannah Southern is Commercial Lead at Podcast Discovery, the UK’s leading podcast marketing agency. She works with networks, publishers, indies, and production companies to grow audiences across all platforms - with clients including Crooked Media, Sky News, Crowd Network, and The Economist. Previously Hannah was Head of Audience Development at Lower Street, she worked on branded shows by brands such as BCG, Adobe, Fidelity, and Stanford University. With 8+ years in marketing, communications and content strategy, Hannah specialises in helping podcasts find and engage niche audiences through targeted growth campaigns. She’s also held roles at Message Heard and Blue Goose, supporting global brands with audience-first storytelling and podcast strategy.
Johnnie Ray Kornegay III (Jay Ray) is a podcast consultant and co-host and producer of Queue Points, the Black Podcasting Award and Ambie Award-nominated podcast that drops the needle on Black music history. In addition to his duties at Queue Points, he is the Deputy Director of Strategy and Impact for CNP (Counter Narrative Project). A photographer, creative consultant, and social commentator, Jay Ray's work is centered around a commitment to telling full and honest stories about communities often ignored.
Questions about the event? Send us an email.