You sit down to outline your next episode… and your mind goes blank. Do you share a lessoned learned during a recent client conversation? Share a personal story? Drop a quick tip just to stay consistent? Without a clear strategy, it’s easy to waste time creating episodes that don’t actually move the needle. If you’ve ever wondered how to pick podcast topics that support your sales, this post is for you.
I’m Kara—the blog writer and Pinterest marketer behind The Kara Report. I work with female founders and creatives to turn their podcasts into evergreen marketing systems that drive real results. You’ve already got the voice, vision, and receipts. I’ve got the system that turns it into content that gets found and followed.
In this post, I’ll show you how to pick podcast topics that align with your offers, answer your ideal client’s real questions, and guide listeners from awareness to action. And I’ll tell you how to do it without burning out or sounding like a broken record.
Start with Your Offer (Not Random Inspiration)
Let’s be honest, we’ve all hit record on an episode just because it felt fun to talk about. And there’s nothing wrong with using your podcast as a creative outlet or community builder. But if you’re wondering why your content isn’t converting listeners into leads, this is where things often go sideways.
When your episodes aren’t grounded in what you sell, they might get nods and DMs… but not dollars.
If you want your podcast to bring in aligned clients, you have to reverse-engineer your content around your offers. That doesn’t mean every episode is a 30-minute pitch. It means choosing topics that highlight the transformation you guide people through. You’re not creating content for content’s sake, you’re building trust, showing your process, and helping your audience realize they’re ready for what you do.
Start by identifying what you’re launching or booking right now, and ask yourself: What does someone need to believe or understand before they’re ready to buy this?
That’s where your topic list begins.
Answer the Questions Your Ideal Client is Already Asking
My biggest piece of advice when learning how to pick podcast topics that align with your offer is you have to step into your listener’s shoes. What questions are they already asking? What are they Googling at 11 p.m. when they wake up with their next big idea? What do they need to feel sure about before they ever click “buy now” or book a call? These are the conversations your podcast needs to lead.
What’s Stopping Them from Saying Yes?
Before someone invests in your offer, they’re running through a mental checklist—can I trust this person? Will this really work for me? Is now the right time? Your podcast is the perfect place to answer those questions with empathy and authority.
Speak to Their Hesitations, Not Just Their Hopes
It’s easy to create content around dream scenarios. But what will actually move someone to action is hearing you acknowledge their doubts. Record episodes that tackle the things they’re afraid to say out loud, and show them how your offer walks them through it.
Show Them the Path Forward
Don’t assume your audience already understands what they need. If you want to know how to pick podcast topics that convert, start by asking: what does someone need to know, believe, or feel confident about before they’re ready to work with me? Then turn your answers into episodes that educate and empower.
Make It Easy to See Themselves In Your Process
When you create episodes that feel like a mirror (showing your listener the exact challenge they’re in and what’s possible on the other side) they’ll start to imagine themselves saying yes. And that’s when your podcast becomes a lead-generating machine.
Your podcast should make people feel seen. When your episodes answer their questions before they even ask, you’re no longer just creating content, you’re guiding a journey. Now that you’ve nailed the “what” of your content, let’s talk about how to pick podcast topics that also spark action.
Choose Topics that Build Awareness, Trust, and Urgency
Not every podcast episode needs to sell, but every episode should support the sale. The goal isn’t to pitch constantly. It’s to create strategic content that leads listeners closer to working with you. That means going beyond surface-level ideas and intentionally choosing topics that move your audience through the buyer’s journey. Awareness, trust, and urgency each play a unique role, and your content should reflect all three.
Build Awareness by Speaking to the Starting Point
Your audience can’t want your offer if they don’t even know it exists or why it matters to them. That’s where awareness content comes in. These topics introduce your framework, your approach, or even the problem your offer solves.
For example, if you’re a systems strategist with a signature offer around automation, awareness content might sound like:
- “Why you’re always stuck in the DMs and how to automate your lead flow”
- “How automations save me 5 hours a week (and make me more money)”
These episodes meet listeners where they are and plant the seed that there’s a better way.
Build Trust by Showing Real-Life Proof
Once your listeners are aware of the problem (and the possibility!), it’s time to earn their trust. The best way? Show them. Use podcast episodes to walk them through your process, your wins, or even your client results.
For example:
- “How I planned a maternity leave with zero loss in revenue”
- “Behind the scenes of a client Dubsado build that books leads in their sleep”
- “Lessons from my failed launch (and what I changed the next time)”
These stories aren’t fluff. They build credibility, help listeners imagine themselves in your client’s shoes, and make your offer feel like the obvious next step.
Build Urgency by Tapping into Timing
Your audience needs a nudge to take action, and urgency content provides it. Use this type of topic to highlight why now is the best time to invest, shift, or take the next step.
Examples include:
- “Why 2025 is the best year to launch your group offer”
- “3 reasons to get your systems in place before wedding season hits”
- “Is your off-season actually costing you leads?”
Urgency doesn’t mean fear tactics, it means showing your listeners how timing plays a role in their success. It helps move people from passive interest to active decision-making.
When you pick podcast topics to map your buyer’s journey, you’re no longer just sharing content, you’re creating momentum. Think of these three types of episodes as breadcrumbs that lead listeners closer to your offer. The more intentional you are, the easier it becomes to build a show that not only connects, but converts.
Create Content Pillars Tied to Each Offer or Transformation
Before you hit record, it’s important to ask yourself: Does this topic fit into the bigger picture of what I want to sell or be known for? This is where content pillars come in. Instead of treating each episode as a standalone piece, anchor your content around core themes that naturally lead to your offers. This makes it easy for listeners to see how your podcast connects to the transformation you provide, and helps you stay consistent in your messaging without sounding repetitive.
When I plan my episodes, I loosely organize them around the journey someone takes before they buy. My offers support different parts of that journey, so my content does too.
Here’s what that can look like:
- Awareness: Topics that help someone recognize a problem or desire they didn’t know they had. This ties into visibility offers or beginner resources.
- Audience Growth: Tips, strategies, and case studies that support building an engaged community. These connect to list-building tools or marketing services.
- Nurture + Connection: Pick podcast topics that help people deepen trust in you, like behind-the-scenes stories or your personal take on industry shifts. This primes people for high-touch coaching or done-for-you services.
- Offer Awareness: Conversations that overcome objections, highlight your process, or show off client wins. These directly support conversions.
When you pick podcast topics built around content pillars that align with your offers, you start creating content that moves people to action. You’ll never run out of things to say, and your episodes will start doing more heavy lifting in your business.
Include Soft CTAs Throughout—Not Just at the End
If you’re only dropping your call to action at the end of your episodes, you’re missing tons of opportunities to guide your listener’s journey. Soft CTAs (calls to action that feel conversational, not salesy) keep people engaged and gently nudge them toward your offers, content, or next step without pulling them out of the moment.
Here’s how to weave soft CTAs in seamlessly:
- Mention a resource mid-convo:
“I go into way more detail in this blog post, so I’ll link it below.” For example, if you’re ready to turn your show into a lead magnet, don’t miss my post on turning your podcast into a lead-generating funnel. - Share client stories casually:
“One of my clients just implemented this strategy last week and saw XYZ result.” - Invite engagement:
“If this resonates, DM me on Instagram—I’d love to hear what you think!” - Reference your offer through storytelling:
“Back when I was building the XYZ part of my program, I realized…” - Tease exclusive content or next steps:
“I break this down even more in my free guide—grab it if you’re in that stage.” - Repeat your offer in different words:
“If you’re craving more support with this, I’ve got something for you.”
By weaving CTAs naturally into the conversation, you make it easier for people to take the next step without needing to wait for the last minute pitch. Soft CTAs build trust, keep momentum, and help you pick podcast topics that do the work of converting while they’re providing value.
Review What Converts and What Falls Flat
Knowing how to pick podcast topics starts with reviewing what actually resonates. You don’t need to guess, your stats are telling a story if you’re willing to listen. My favorite metric is average episode completion rate. When you see that listeners are tuning out at the halfway mark, that’s a signal. But if they’re sticking around to the very end? That’s gold.
Other helpful insights include which episodes get shared, replayed, or lead to new subscribers. If a certain theme keeps showing up in your most-downloaded episodes, you’ve likely hit on something worth repeating.
If you’re unsure where to start or feel like your current content isn’t landing the way you hoped, I’ve got something that will help. Inside my free 7-episode private podcast, I walk you through how to turn your episodes into a long-term marketing strategy. It’s a behind-the-scenes look at the exact method I use to build evergreen content funnels for myself and my clients.
You’ll learn how to go beyond guesswork and start building a visibility system that brings in the right people, and keeps working long after your episode goes live. Listen here!
Ready to Turn Your Podcast into a Lead-Generating Machine?
Choosing the right podcast topics isn’t just about what sounds fun to record. It’s about aligning your content with what your audience actually needs and what your business is built to deliver. Knowing how to pick podcast topics with strategy in mind starts by getting clear on your offers, tapping into what your listeners are searching for, building trust and urgency, and reviewing what’s already converting.
If this feels like a lot to figure out on your own, you don’t have to! You can hand it off to me and my team, we specialize in turning your podcast episodes into long-form blog content that brings in search traffic and nurtures your leads for months. Want that kind of support? Explore more about our done-for-you blog posts that grow your podcast.
And if you’re not ready to outsource just yet, no worries! I’ll keep showing up with content to help you make the most of your marketing. Follow along on Instagram, Pinterest, and YouTube for more behind-the-scenes strategy and practical tips.
