Podcast or Book First? How to Choose the Right Path for Your Thought Leadership
So, you have a big idea and you want to share it with the world. Do you write a book? Or do you start a podcast?
This is a common conundrum among entrepreneurs and aspiring thought leaders. Both options are powerful. Both require effort. And both can grow your authority if you choose the path that makes sense for your current goals, audience, and message.
In this episode of Just One Tip from Your Podcast Performance Coach, I’m breaking it down and sharing the exact advice I gave a listener during one of my free coaching calls who was stuck on this very question.
Book vs. Podcast: What Comes First?
It’s like the classic question about what comes first, the chicken or the egg…sort of
So, how do we figure it out? Don’t hate me, but like so many things… it depends.
The right decision depends on your strategy.
Start by asking: What do I want this content to do for me and my business?
If your answer is build authority, generate leads, grow your audience, or establish thought leadership, then here are a few key considerations:
- Is Your Message Fully Formed? If you’re still developing your core message, a podcast is a great way to test your ideas in real time. You can refine your positioning, frameworks, and stories as you go. But if your message is already rock solid and you’re ready to publish it in a fixed format, the book may be the right next step.
- Do You Already Have an Audience? Books do best when you already have a platform to promote them. Podcasts help build that platform. So if you’re starting from scratch, consider podcasting first to grow your audience and gather feedback. If you already have an engaged community, a book can deepen your authority and expand your reach.
- What’s the Purpose of the Content? Are you creating content to drive leads and nurture prospects? If so, both a podcast and a book can serve this purpose—if you structure them to align with your offers. A podcast is flexible. You can pivot and evolve the content as your business grows. A book, once printed, is harder to change.
- Are There Deadlines or External Pressures? If you already have a publisher lined up or a book deal in place, that should probably take priority. You can always launch a podcast to support the book when it’s ready. No deal yet? A podcast can help you build the audience that publishers love to see.
- What’s Your Bandwidth? Podcasts create momentum quickly and give you visibility fast. Books take deep, focused effort over a longer timeline. Be honest about your time, energy, and resources. You might not have the capacity for both—and that’s okay.
Reframe for Thought Leaders Thinking About Writing a Book or Starting a Podcast
For some entrepreneurs, the most powerful option is doing both (strategically).
I’ve worked with clients who launched a podcast after publishing their book. It amplified their message, created new ways to serve their readers, and built a stronger connection with their audience.
I’ve also had clients create their podcast first, then realize, ‘hey, I’ve got enough great content for a book here!’ They used their podcast to test ideas, shape their framework, and even write chapters.
But life doesn’t have to be so linear. You can work on both simultaneously. When your podcast and book work together, growing your audience, reinforcing your message, and supporting your business, you’ve got double the momentum. This is a great option if you have the capacity.
Still Struggling With the Book or Podcast Question?
Zoom out.
Ask yourself:
- What’s your end goal? (Thought leadership? Leads? Sales?)
- What’s your current message clarity?
- Who’s your existing audience (if any)?
- What kind of timeline, energy, and capacity do you realistically have?
Then pick your path—podcast, book, or both. Just make sure the path is strategic and gets you closer to your business goals.
If you’re still not sure, or if you want to map out a strategy that connects the dots between your book, podcast, and authority building, let’s talk. Book a free podcast coaching call.
