Should we target top podcasts or those with lower to medium ratings?

Top 10 Podcasts: If your goal is to gain massive exposure in a short period of time, targeting top 10 podcasts can be highly effective. These podcasts often have larger audiences, more influence, and established credibility. However, competition is fierce, and your pitch must be highly compelling.
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Lower-Medium Rating Podcasts: If you want a more personal connection with listeners and higher engagement rates, targeting lower to medium-tier podcasts can be equally valuable. These shows may have smaller audiences, but they are often more niche-focused, giving you access to a highly relevant audience with less competition for guest spots.

Always prioritize relevance over popularity. Make sure the podcast's audience aligns with your brand, message, or product, regardless of its rating. Lower-rated podcasts in your niche can sometimes deliver better ROI than general-interest top 10 podcasts because of the precise match with your target demographic.

Podcasts with strong listener engagement—such as active social media communities, listener reviews, or high interaction—can provide better results than just aiming for a large number of listeners.

Start with a balanced approach by pitching to a mix of high-ranking and medium-tier podcasts. Measure the effectiveness of each appearance by tracking engagement metrics, such as website traffic, social media mentions, or lead conversions.