Episode 20: Increasing Podcast Diversity: Actionable Strategies From Inclusion Expert Sonia Thompson
How to Build an Inclusive Podcast and Marketing Strategy That Drives Real Connection
Listen on Apple Podcast | Listen on Spotify | Watch on YouTube
In this powerful and thought-provoking episode of Podcast Growth Tools, host Kylee Chandler welcomes Sonia Thompson, inclusion marketing strategist and host of the Inclusion & Marketing Podcast. Together, they dive deep into what it truly means to create a diverse, inclusive, and welcoming podcast—and why it’s essential for entrepreneurs and content creators who want to build brands that reflect real-world communities.
From guest diversity and accessible content to SEO, marketing funnels, and audience alignment, this episode is packed with both tactical strategies and a meaningful challenge to elevate the way you serve and show up for your audience.
What You’ll Learn in This Episode
How Sonia uses her podcast as the central hub of her marketing ecosystem
What an inclusive podcast actually looks like—and how to assess your own
Practical ways to diversify your guest lineup, circle of influence, and messaging
Why inclusivity and accessibility are tied to conversions and customer experience
Steps for auditing your podcast for inclusion, accessibility, and representation
How to use SEO and blog-style show notes to drive long-term podcast traffic
Why podcasters need to think about content repurposing and discoverability
How Sonia leverages her podcast for thought leadership and inbound client growth
Here is a glance at the episode:
05:38 - Launching a Unique Business Podcast
08:55 - Podcast Drives Business Success
12:33 - Podcast-Centric Content Strategy
14:35 - Improving Podcast Discoverability via SEO
20:35 - "Ensure Guest Diversity on Podcasts"
22:46 - Diversify Networks for Diverse Guests
24:50 - Broadening Horizons for Diverse Influence
30:33 - Choosing Your Audience First
34:09 - Inclusive Cupcake Offerings at Sprinkles
37:59 - Understanding Customers Through Intimacy
39:14 - Evaluating Inclusivity with See Me Index
44:10 - Podcast Inclusivity and Diversity Audit
Meet Sonia Thompson: Inclusion Marketing Strategist, Podcaster, and Visibility Powerhouse 💪
With nearly a decade of experience, Sonia Thompson is a leading voice in inclusion marketing strategy. She helps brands bake inclusivity into every part of their business—from messaging and customer experience to content, hiring, and marketing.
She’s not just a strategist—she’s also a writer for Inc., Forbes, and HubSpot, where she shines a light on cultural trends, brand growth, and inclusive leadership.
And at the heart of it all? Her podcast: Inclusion & Marketing.
This show doesn’t just grow her brand—it’s her most powerful inbound lead generator and content marketing engine.
How Sonia Turns Her Podcast into a Lead-Generating Machine
Sonia doesn’t treat her podcast like an isolated piece of content—it’s the foundation of her marketing strategy. Here's how she does it:
Weekly episodes are shared with her email list to drive engagement and listenership
She repurposes episodes into articles for Inc., Forbes, and her blog
Guest interviews double as warm leads, discovery calls, or partnerships
Each episode is repurposed across email, social, and long-form content to expand reach and build momentum
This inbound-first approach proves you don’t need millions of downloads to drive impact—you need strategy and intention.
How to Create a More Inclusive & Accessible Podcast
In our conversation, Sonia broke down simple but powerful shifts you can make to create a show that’s genuinely inclusive—and more inviting to a wider audience.
Start with Guest Diversity
Be intentional about inviting guests of different races, abilities, genders, backgrounds, and life experiences. If your guest list feels too similar, it’s time to expand your circle.
Prioritize Accessibility
Sonia recommends:
Offering full, accurate transcripts
Adding captions for video podcast episodes
Minimizing clicks or barriers to access your content
Avoiding all-caps fonts, poor contrast, or hard-to-read visuals
Audit Your Language & Messaging
Words matter. Sonia encourages podcasters to review titles, descriptions, and CTAs for inclusive, welcoming language—and to avoid unintentionally excluding certain groups through narrow or biased phrasing.
Using SEO + Blog-Style Show Notes to Boost Podcast Discoverability
Sonia is building a content library where every podcast episode lives as a fully optimized blog post. Why? Because it’s how she gets found, drives traffic, and grows her list.
Her SEO-friendly approach includes:
Writing searchable articles that expand on the podcast content
Embedding lead magnets and opt-ins
Optimizing for longtail keywords like “inclusive podcasting strategy” and “diverse podcast guests”
Creating evergreen content that grows over time
If you’ve been sleeping on show notes, this is your sign to level them up.
How to Expand Your Circle of Influence (Without Overthinking It)
Feeling unsure where to start with inclusive guest sourcing? Sonia’s advice is simple:
Follow creators and thought leaders outside your typical feed
Subscribe to newsletters, attend events, or listen to podcasts where you’re not the majority
Be intentional about who you’re learning from and platforming
More diverse voices = more resonant ideas = a more powerful show.
Sonia’s Framework for Auditing Your Podcast for Inclusion
Whether she’s working with big brands or indie podcasters, Sonia uses this clear audit framework:
Representation: Are diverse voices present in your show and messaging?
Language: Are your words building connection or unintentionally excluding?
Accessibility: Can everyone engage with your content easily?
Friction Points: Are there hidden barriers keeping people out of your ecosystem?
You can use these same questions to audit your own show and take meaningful steps forward.
Your Next Steps
📩 Get Weekly Podcast Growth Strategies → PodcastMarketingHub.com/subscribe
Final Thoughts from Sonia
“Inclusivity isn’t about checking boxes—it’s about creating belonging.”
When you embed inclusion into your podcast, your content, and your business, you build something so much more powerful than content alone.
🤝You build connection.
🌍You build community.
✨You build a brand that matters.
🔗 Resources
Sonia’s Website + Newsletter: inclusionandmarketing.com
Sonia’s Podcast: Inclusion & Marketing
Tool: The See Me Index
Let’s Connect!
Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.
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