Hi Reader,
In this email, I'm breaking down Justin Welsh's podcast strategy – one that doesn't require having your own podcast.
First, some context...
This isn't sponsored content. Justin doesn't know I'm analyzing his strategy, but I am a paying customer of his (LinkedIn OS, Content OS, and monthly templates for about 18 months now).
I respect the way he's built his personal brand and think you'll appreciate some of these strategies even if you've never heard of Justin.
The unfair advantages Justin started with
Before building his following, Justin was a CRO who led a company to $40M in ARR, has helped raise $300M in venture capital, along with helping build two companies past a $1B valuation – a massive advantage. His sales background gave him the ability to frame conversations, understand objections, and overcome them when creating content online.
In my YouTube video, I dive deeper into some of the unfair advantages that Justin had before he was producing this ‘Oprah effect’. This part is vital yet often overlooked.
His platform growth journey
Justin started on LinkedIn first, then expanded to X, and has now replicated his success on Instagram and Threads using essentially the same content. Currently at:
LinkedIn: 729k+ followers
X: 525k+ followers
Email list: 175k+ subscribers
Instagram: 71k+ followers
Threads: 39k+ followers
It took him two years of consistent work before he was on the map for many of us. During that time, he was consulting to generate income while building his audience.
The genius podcast strategy (without having one)
Justin doesn't have his own podcast. Instead, he uses guest marketing on other people's platforms.
When you have a strong background and following like Justin, there's significant positioning strength.
The first interviews I consumed were on Dan Koe's channel or with the Ship 30 for 30 guys.
Here's how it works: he does an episode that performs exceptionally well, people love it, then other podcast hosts notice and want him on their shows too. Dan Koe even mentioned gaining tens of thousands of new subscribers just from having Justin on.
What makes Justin such a compelling podcast guest
Strong credibility: Coming with a large LinkedIn following, email list, and customer base creates a fair value exchange.
Great stories: Justin answers in stories that resonate with solopreneurs – like his panic attack as a CRO despite the company doing $40M in ARR.
Frameworks: He's developed Content OS and LinkedIn OS, packaging complex thinking into resonant models.
The middle-of-funnel magic
Justin uses podcasting brilliantly for the middle of his funnel:
Top: LinkedIn, X and short-form content
Middle: Podcast guest appearances that build deep trust
Bottom: Affordable products ($150 range) that convert easily
I never consumed Justin's content on X or LinkedIn until discovering him on podcasts, where his long-form spoken content revealed depth that short posts couldn't match.
The time-saving benefit
The best part? No production burden. If Justin managed his own podcast, that's an extra 10-20 hours weekly. Instead, he has 10-15 hours of content without producing a single episode himself.
Why this matters for you
This strategy amplifies what's already there and helps reach people who aren't on social platforms that you're on primarily.
I've discovered many finance professionals don't use Instagram but consume LinkedIn and podcasts regularly.
Want to Dive Deeper?
I hope you found value in this breakdown of Justin's podcast strategy.
In your corner,
Misbah Haque
Founder & Consultant at Pod Mahal
Writer & Host of Habit Chess
P.S. Want a library of B-roll that's your own footage instead of stock stuff? Download this.
