Podcasting for IT, software and AI service firms
Small businesses buy tech from people their advisors trust.
A podcast for an IT or AI firm is not another tech news show. It is a recorded conversation every two weeks with the accountants, lawyers and business owners who decide which tech partner a company calls. Show them you speak business, not jargon.
The golden rule
Interview the people who meet your client just before you do, or just after.
They know your future clients. They see them first, often months before anyone calls you.
Your listener needs them. That is what makes the episode worth hearing.
Both, ideally. The best guests are useful on the mic and generous off it.
Who you interview
Walk your client's journey, and there's a guest at every step.
Not your customers. The professionals and neighbors who surround them.
Before the project
They hear the problem first.
- CPAs and fractional CFOs
- Business attorneys
- Business coaches and consultants
- Commercial realtors and office landlords
- Coworking space managers
Alongside the work
They serve the same client.
- Cyber insurance agents
- Marketing and web agencies
- IT firms with a different specialty
- Phone and network providers
- Compliance consultants
Your clients' industries
They show you understand their world.
- Medical and dental practice owners
- Law firm administrators
- Contractors and trades owners
- Restaurant and retail operators
- Nonprofit directors
The local tech scene
They connect you to the next deal.
- Small business development centers
- Startup and accelerator leaders
- Chamber technology committees
- University and bootcamp instructors
- Prime contractors and teaming partners
What about clients? "How we got a 12-person office off spreadsheets." "The phishing email we caught in time." Story episodes with clients who approve them in writing make your work concrete for owners who do not speak tech. Leave out anything about a client's current defenses.
Where clients come from
How the show turns into clients
The guest is one way in, and often not the main one. Here is what does the work in your field.
- 1
Interview the people you want as clients
Invite the office manager, the practice owner, the founder. An hour as the expert on your show is a better first meeting than any cold email.
- 2
Show you speak business, not jargon
Listeners who hear you explain IT in plain words believe you will explain their invoice the same way.
- 3
Clips prove you know their industry
A clip with a dentist about practice software reaches every other dentist that dentist knows.
Can the guest be a client? Yes, and it is the best play. Get the client's written approval before discussing their systems.
Pick a format
Three ways to run the show
Interview show
Best for relationships
Everything above: one guest every two weeks, each one bringing what they know and sharing the episode with their own audience.
Solo show
Best for your brand
Just you, 10 to 20 minutes, answering the questions clients ask every week. No scheduling, and your voice and point of view become the brand. It also fits between interview weeks.
Short series
Best for new clients
Five to ten episodes on one problem, titled with the words people search for. Short enough to finish in a weekend, and built to lead to one next step with you.
“A limited series podcast is meant for movement.”
Cliff Ravenscraft, the Podcast Answer Man, made the case for short series at PodFest. A show titled after a problem gets found in podcast search, binged in a few days, and recommended by name.
His six-episode series on mastermind groups launched with almost no promotion. Within 45 days, four listeners who had never heard of him joined his $15,000-a-year mastermind. More than 7,000 people have listened to all six episodes, and three of the six came from his archive with a new intro and call to action. A 38-episode show he stopped making 15 years ago still brings in about $75,000 a year in coaching.
A short series for IT and tech service firms
Cybersecurity for a 10-Person Office
7 episodes
One fix per episode that a small office can make this week, explained without jargon.
Every episode ends with one next step: a free security checklist. No ads, just yours.
The road
Seven steps, in this order.
- 1
Name it after who you serve
"Running Lean in Reston" shows up in local search and gives guests something they are proud to share.
- 2
List 20 local pros you want to know better
Open your phone. That list is your first 20 episodes.
- 3
Start with your warmest relationship
Episode one should be a yes before you finish asking.
- 4
Record a 30-minute video call
No studio needed to start. A good conversation beats good gear.
- 5
Hand the guest a promo kit
Clips, quote cards and a link, so their audience sees you introduced by someone they trust.
- 6
Follow up over lunch
You just spent an hour learning from each other. Good working relationships start there.
- 7
Repeat every two weeks
Consistency matters more than polish. Most shows that fail simply stopped.
One host, one year
What every other week adds up to
Measure conversations and referrals, not downloads. A few hundred listeners in your market can matter more than thousands anywhere.
58% of Americans 12 and older listened to or watched a podcast in the last month. Edison Research, The Infinite Dial 2026
For teams
One company show, rotating engineers
The firm owns the show and the production. Founders, engineers and account leads take turns hosting the partners and clients they work with. Nobody carries a show alone, and prospects meet the people who would actually do the work.
Keep it compliant
Check your contracts and NDAs before naming a client, and get written approval before describing their systems or any incident. Government clients often must approve being named at all. Never share details that could expose a client's security, and keep demos free of real customer data. Say so on air when a guest is a referral or reseller partner, and get a signed release from every guest.
General guidance, not legal advice. Rules vary by state; check with your compliance team or a lawyer.
Every show, every field
Before you hit record
- Tell every guest you are recording and get their OK at the start. Maryland requires every person on the call to agree.
- Get a signed release that covers the episode, the clips, and any use of their name, voice or face in ads.
- Say on air when a guest is a referral partner, client, employee, relative or sponsor.
- Use only music licensed for podcasts. Radio-style licenses like ASCAP and BMI do not cover it.
- Post a transcript or captions so every listener can follow along.
How PodGlue fits
Built for shows where the guest sharing the episode is the whole point.
PodGlue handles the busywork around every conversation, so the show keeps going after the first month.
Start your 14-day free trial- A booking page guests use to pick a time and fill in their details
- A guest page for every episode with clips, quote cards and social copy
- Automatic follow-up emails after the episode goes live
- Show notes and social posts drafted from each conversation
Questions
What people ask first
Can a podcast help an IT or AI services firm win clients?
Yes, through the advisors you interview. CPAs, attorneys and business coaches get asked which tech partner to call. An episode makes you their answer and shows owners you explain things plainly.
Who should a tech services firm interview?
CPAs, fractional CFOs, business attorneys, cyber insurance agents, office landlords, owners from the industries you serve, and local startup and small business development leaders.
Should a tech podcast be technical?
Not if your buyers are business owners. Talk about outcomes, costs and risks in plain language. The technical depth shows in how clearly you explain it.