Finding Brilliant Podcast Topics and Guests in the UK: Jo Day's 5 Practical Steps

It’s a familiar head-scratcher, isn't it? The blank page, the ‘who next?’ dilemma, especially when your podcast thrives on variety rather than a super-niche focus. You're definitely not alone in feeling that pressure to keep things fresh and relevant for your listeners. We hear this from podcasters all the time, particularly those who interview a diverse range of experts.

Running a generalist expert interview podcast, much like yours, offers incredible flexibility and keeps things interesting for you and your audience. However, that very breadth can sometimes make it harder to pinpoint what to talk about next, or who would be a cracking guest who hasn’t already been on every other show out there. Let’s dive into some practical, UK-focused strategies we use with our own clients at Audio & Co. To keep those ideas flowing and your guest list brimming with brilliant minds.

Reconnecting with Your Podcast's 'Why'

Before we dive into tactics, take a moment to gently revisit the core purpose of your podcast. Even if it's generalist, there's usually an underlying 'why' or a specific type of listener you're trying to help or entertain. Ask yourself:

• Who is your ideal listener? What are their pain points, interests, or aspirations? Even if your topics vary, the benefit to the listener might remain consistent (e.g. Gaining actionable insights, understanding complex issues, feeling inspired).
• What is the overarching mission? Is it to demystify complex subjects, empower small business owners, explore innovation, or simply spark curiosity across different fields? Having this clearer north star helps filter potential topics and guests.
• What unique perspective do you bring? Your personality, your interviewing style, and your specific take on conversations are what make your podcast uniquely yours. Lean into that.

This isn't about narrowing your niche, but about understanding the connective tissue that runs through all your diverse episodes. This clarity will subtly guide your topic and guest selection, making them feel less random and more cohesive to your audience.

Brainstorming Brilliant, Relevant Topics

Consistency is key here, and having a system can prevent those 'staring at a blank page' moments. Here’s how we approach it:

1. Listen to Your Audience: This is gold. Pay attention to comments, emails, social media mentions, and any questions people ask you directly. What problems are they trying to solve? What do they want to understand better? If you have listener Q&A segments, those often spark new topic ideas.
2. Current Affairs and Trends (with a UK lens): What's happening in the news, particularly within business, education, finance, or whatever fields you cover? Look at major UK publications like The Guardian, The Times, BBC News, or industry-specific journals. Are there new government policies, economic shifts, or social trends that impact your listeners? Think about the implications of these trends on various sectors. For example, the latest budget, changes to employment law, or advancements in AI could all be explored through different expert lenses.
3. Evergreen Topics Revisited: Some subjects never go out of style. How can you put a fresh spin on an evergreen topic? Perhaps by interviewing a new type of expert, focusing on a specific case study, or exploring a future trend related to it. For example, 'financial planning' could become 'how inflation is changing retirement planning in the UK' or 'the psychology behind our money habits'.
4. Long-Tail Keywords and Online Communities: What are people searching for online related to your broader themes? Look at discussion forums, Reddit communities (like r/UKPersonalFinance or r/AskUK for general insights), or LinkedIn groups. What are the frequently asked questions or recurring debates? These can become excellent episode topics.
5. Deconstruct Existing Content: Read books, articles, or listen to other podcasts (not necessarily similar to yours). What specific chapters, arguments, or ideas stand out? Could you dedicate an entire episode to unpacking one specific concept with an expert?

Keep a running list of these ideas, no matter how rough. A simple spreadsheet or a dedicated note-taking app can be invaluable.

Unearthing Unique and Engaging Guests

Finding guests who are both knowledgeable and haven't done the podcast circuit a hundred times is challenging but rewarding. Here’s where to dig:

1. Leverage Your Existing Network: Your past guests are often your best source of referrals. At the end of an interview, or in your follow-up, simply ask, “Is there anyone else you know who is doing interesting work in this area, or who you think would be a great voice for our audience?”
2. LinkedIn is Your Friend: Use LinkedIn's advanced search. Look for individuals with specific job titles (e.g. 'Head of Innovation', 'Sustainability Consultant', 'Behavioural Economist'), specific skills, or who have published articles or posts on topics relevant to your show. Look for people who are actively sharing insights, not just their CV. Focus on identifying experts in smaller, niche consulting firms, academics from less prominent universities, or entrepreneurs leading interesting projects.
3. Professional Bodies and Associations (UK Specific): Most industries in the UK have professional bodies, institutes, or trade associations (e.g. CIPD for HR, ICAEW for finance, Federation of Small Businesses). These organisations often have 'expert directories', publish research, or host events. Their members are prime guest candidates.
4. University Press Offices and Researchers: UK universities are hubs of incredible expertise. Their press offices are usually keen to promote their academics' research. Look up specific faculties or departments related to your topics and reach out. You'll often find experts who are passionate about their work but less accustomed to general media appearances.
5. Book Authors and Article Contributors: When you read a compelling book or article, look up the author or contributor. They are already established experts who have articulated their ideas clearly. If they've written about it, they can talk about it.
6. "Hidden Gems" from Smaller Events or Publications: Instead of just looking at headline speakers at massive conferences, check out regional business events, local industry meetups, or smaller online publications. You might find emerging voices or highly specialised experts who are incredibly passionate and have fresh perspectives.

Building a Robust Guest Pipeline and Network

Finding guests is one thing, but consistently attracting them and keeping a flow is another. Treat guest outreach like relationship building:

• Craft a Compelling Outreach Message: Personalise it! Reference specific work they’ve done, an article they’ve written, or a talk they’ve given. Clearly explain what your podcast is about, why they would be a great fit, and what benefit they’ll get (e.g. Reaching a new audience, sharing their expertise, promoting a project). Keep it concise.
• Have a Pre-Interview Chat: A quick 15-minute call can make all the difference. It allows you to gauge their comfort on air, discuss potential topics, and ensure they’re a good fit for your podcast's tone. It also helps the guest feel more comfortable and prepared.
• Nurture Relationships: Even if someone isn't right for this episode, they might be perfect for a future one, or they might refer you to someone else. Keep a database of potential guests, noting down their areas of expertise and when you last contacted them. A simple CRM system or spreadsheet works wonders.
• Be Professional and Prepared: Make it easy for your guests. Provide clear instructions for recording, offer to promote their work, and follow up promptly after the episode airs. A positive experience encourages future collaborations and referrals.

Staying Organised and Keeping the Flow

Dealing with the volume of ideas and potential guests for a generalist podcast requires solid organisation. We often work with clients to develop comprehensive systems for this:

1. The Content Calendar: This is non-negotiable. Plan your episodes weeks or even months in advance. Map out themes, potential topics, and placeholder guests. This allows you to see gaps, identify evergreen topics you can slot in, and gives you ample time for guest outreach.
2. Idea Banks: Keep a dedicated document or tool for all your topic ideas, guest suggestions, and potential angles. Categorise them if it helps (e.g. 'Finance Experts', 'Education Innovators', 'Business Leaders').
3. Batching Tasks: Dedicate specific blocks of time to brainstorming, guest research, outreach, and scheduling. This focused approach is far more efficient than chipping away at it sporadically.
4. Delegation and Support: If the sheer volume of this planning, research, and outreach starts to feel like another full-time job, consider getting support. Services like our podcast management can take on the heavy lifting of guest sourcing, scheduling, show notes, and promotion, leaving you free to focus on the conversation itself and connecting with your audience. We're here to help you refine your topic strategy and find those brilliant guests consistently.

Finding podcast topics and guests doesn't have to be a constant struggle. By intentionally focusing on your show's purpose, systematically brainstorming, actively seeking out fresh voices, and staying organised, you can keep your podcast thriving with compelling content and fascinating conversations.

What to do next

If you're feeling overwhelmed or just want to chat through your specific podcast challenges, we'd love to help. Book a free, no-obligation 30-minute discovery call with us at audioandco.co.uk/book. Let's talk about how we can help you keep your podcast vibrant and your guest list sparkling.