Podcasting Inside the Chemical Industry: Monetizing Industry Authority

How do you reach the right audience inside a global industry?

Victoria King Meyer has built a podcast that answers that question with clarity. As president of Progressio Global and host of The Chemical Show, she has created a platform that connects leaders across the chemical industry while expanding her reach beyond traditional trade media.

In this episode of PodBiz, Victoria joins NJ to discuss what it takes to build authority through podcasting in a sector that is global, complex, and often overlooked by mainstream business media. The conversation explores how niche B2B podcasts create value, why reach matters more than raw download numbers, and how a show can expand into community, events, and business development.

As Victoria puts it,

“The riches are in the niches.”

She also makes a strong case for thinking beyond vanity metrics. “Downloads don’t count,” she says, arguing instead for a broader view of audience reach, influence, and impact.

In this episode, we discuss:

• Why industry podcasts can become powerful media platforms

• How The Chemical Show serves the global chemical sector

• Why reach and influence matter more than downloads in B2B podcasting

• How Victoria approaches sponsorships, executive visibility, and audience growth

• The role LinkedIn plays in professional podcast distribution

• What it looks like to turn a podcast into events, community, and business opportunity

About Victoria King Meyer:

Victoria King-Meyer is the president of Progressio Global and host of The Chemical Show. A chemical engineer with an MBA, she spent more than 25 years in the chemical industry before launching her consulting business. Today, she advises leaders across the sector and uses podcasting as a platform for connection, insight, and industry visibility.

Connect with Victoria King Meyer:

LinkedIn: https://www.linkedin.com/in/victoria-king-meyer/

Instagram: https://www.instagram.com/victoriakingmeyer/

The Chemical Show: https://www.thechemicalshow.com

Episode Chapters

(01:15) Reaching the right audience

(03:30) From chemical engineer to podcast host

(10:13) Marketing a podcast

(12:37) LinkedIn for B2B podcast growth

(21:59) Turning a podcast into a revenue stream

(24:38) What industry sponsors are actually buying

(30:33) Building the Chemical Summit

(35:39) Measuring reach beyond downloads

Some Additional PodBiz Buzz:

“The riches are in the niches. I’m a big believer of that. Podcasting is such a great form of storytelling across business mediums, and leaders are looking for opportunities to share their story and connect with people.”

“If you produce a podcast and don’t tell anybody about it, will anybody hear it? No. You have to share the story of your story and actually market the show.”

“Podcasting is still an immature baby. There is so much room for growth and change, and that’s what makes this such an exciting time to be building something.”

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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