Why Should You Have A Podcast?
In my view, we are no longer in the information age.
We are now in the instant-answer age.
We don’t care about remembering things like we used to because we all know we can just look something up.
I have been writing about it more recently that:
in this instant-answer mode what people are craving is authority.
Even before the prevalence of AI, the written word is good, audio is better, and video is king.
Our human brains think and react to pictures. We dream in pictures.
When you think of podcasts, you probably think of just audio. That is technically true. But it is now common to have a video version of a podcast conversation/show. In audio only form, it’s still an amazing content vehicle to share authority and expertise and build a relationship with the audience.
Podcasts can be a valuable piece of the larger brand strategy as that long-format content item that can then be repurposed into a lot of various smaller pieces of content. One long podcast (45 or more minutes) will generate the full-length episode, multiple medium length clips – 5-to-8-minute segments full of value, a dozen or more short clips that can all be posted online via various platforms. The transcript can then be taken, analyzed, and used as the basis for more social posts, blog articles, and newsletter content. Considering that most people speak between 100 and 200 words per minute, that is a lot of text from a single recording.
The goal is to create digital breadcrumbs.
Smaller pieces of content that lead to longer ones that lead to full episodes that when listened to can lead to a relationship forming in the listeners’ mind with you, your perspective and authority.
Another way to increase reach and growth is to leverage other people’s audiences. Having guests on your show that have any type of following will help your show. When done properly, it’s not just about having them on your program and hoping they promote it. You must become the master of handing them all the repurposed bits, the amazing quotes in image/meme format, the swipe file of posts they could make or emails they could share to promote it to their tribe. Hang them the full content playbook so they don’t have to put any effort into sharing it.
Don’t trust they care enough to make their audience know about you.
As someone who has hosted over 900 episodes, it is one marketing strategy that works the best. And as being a guest on over 200 shows, if a host makes it easier for me to share – I will share.
For content strategies, the key is to know your target audience. Who are you trying to reach? Who are you hoping to impact? What do you want them to learn or take away from your podcast? If your podcast is a part of your business and marketing strategy, then it can’t just be a ‘passion project’. You must be intention with what you share, why, and how it will facilitate transformation in the listener. It’s not about being overly structured or scripted, but it is about being intentional.
Lastly remember, your goal with marketing, sales, and business is never to try and be for everyone. You don’t have to be dramatic or overly divisive, but you want to make sure you resonate with your tribe, and the rest move on to another podcast. Focus on speaking to your 1,000 True Fans, and the podcast will yield the marketing results you desire.
When you have a podcast,
you create a one-way conversation in the mind of the listener
that builds up your Trusted Authority status. They will feel like they know you (like I wrote about being famous’), and the right ones will want to do business with you.
And…if you think that people don’t listen to podcasts, you are wrong (also…never think that the world doesn’t need another podcast…if you make it to 10 episodes you will be in the top 1%!) –
Featured Podcast Episode
Are you preparing your clients for a successful exit, or just responding when they call, desperate to sell? What vital steps might you be overlooking that could turn “the deal that got away” into your next big win?
Too often, business brokers and advisors find themselves on the back foot, reacting to urgent sellers rather than guiding owners through a strategic exit process years in advance. This episode challenges you to shift from transactional thinking toward building value, clarity, and trust with business owners, transforming disappointment into opportunity and long-term success.
Jessica Craig, founder of Exit Welle and President of IBBA Canada, shares her journey from corporate banking to entrepreneurship, revealing why “education-first” exit planning is critical in a market where most business owners aren’t thinking about their eventual transition until it’s too late.
Check out the full episode: https://businessbrokergrowth.com/podcast/building-better-business-exits-with-jessica-craig/
Until next week!
Jason
PS. Take the Digital Impact Assessment (free)
