By now, you’ve no doubt been exposed in some way to the massive explosion of the podcasting phenomenon. Perhaps you have a few favorites you listen to for fun, or for entertainment, or to learn something. Perhaps you’ve even found a few podcasts that you turn to for professional insights or expertise.
You’re not alone. But what’s far less likely is that you’ve considered podcasting as a broadcasting platform for your own thought leadership, rather than merely your recreational or entertainment consumption. That’s about to change. If there is one trend we see coming to the fore in 2020 and beyond with respect to professional services marketing, it’s the rise of podcasting as a content marketing medium for lawyers, accountants and other consultants.
And it’s not just because it’s novel, or fun, or self-flattering. It’s because there is a business case to be made for business-to-business podcasting. The sooner you embrace it, the sooner you will take a leading position in the marketplace of ideas.
Here’s why:
Follow the Audience
Podcasting is the fastest-growing media format in the U.S. Listeners have been making the slow mass exodus away from the traditional terrestrial radio format for years, making their way toward satellite radio and digital formats. While streaming services like Spotify and Pandora have captured the erstwhile FM listener, podcasting has become the new home for what we used to know as “talk radio.” It’s where people go to listen to conversation, discussion and analysis. People still crave information and expertise, and they increasingly want it in very specific, narrowly targeted niches.
The DIY Paradigm Shift
Thanks to the rise of social media, self publishing has become the new normal. No longer are we limited by obstacles to breaking through on big media’s broadcasting platforms. Thanks to modern technology like YouTube, social networks and now podcasting, we can take our message directly to the people, without the filter of mainstream publishers that once owned all airwaves and means of distribution.
It’s Passive, Yet Immersive
Unlike reading or watching video, audio content can be consumed while doing other things, say driving or working out. In that way, it allows for passive consumption. At the same time, even though we listen to audio content while doing other things, that audio generally has our full attention. It is immersive in a way that text and video is not. We are not likely to “skim” the content, as we might an article, and we are not likely to close out the window, as we might after the first few seconds of a video that doesn’t capture our attention. With audio, such as music, audio books and podcasts, the listener intent is to immerse oneself. That’s powerful for someone who is looking to make a lasting impression on that listener.
The Science of Sound
Researchers have determined that, when it comes to long-term retention of concepts and information, hearing is the most powerful of the senses, according to Minnesota-based Sensory Logic, which studies the efficacy of media and messaging on the human brain. Think about it: Can you read these words without hearing the jingle? Like a good neighbor… I’m sure you were even able to complete the ditty as well. If you’ve only considered thought-leadership content to be a visual tool, consider leveraging the science behind the power of the ear to effect lasting impact on your audience.
Mix the Media to Build a More Endearing Personal Brand
As Jay and I discussed recently on our own podcast, The Thought Leadership Project, thought leadership content expressed in the written word has untold value, of course. But it is also static, and two-dimensional. Mixing the written word with multimedia, such as video and podcasting, invites your audience into a deeper and more intimate experience with your authentic self. It allows you to express personality and charm, the cornerstones to eventual likability and trust, which in turn, lead to deeper relationships and even new business opportunities. The fluidity and candor of the podcasting format is a great counterbalance to the authority and intellectual nature of a written piece of thought leadership content. It builds your personal brand, true to your very own personality (which is likely an asset).
Open the Door to the C Suite
More and more chief executives are reporting a preference for the audio format over reading. Think about it. High-level decision makers are hard-pressed for time. Reading is an active commitment (not passive), for which many report difficulty finding time. Yet, they have a thirst for knowledge. An audio book or podcast allows the overly inundated CXO, director or manager to consume content on the go, be it at the gym, on the commute, or on the plane. If you need to penetrate the barrier that surrounds the attention of most executives, provide your content in the format of their preference. Either write an audio book, or produce a podcast.
Podcasting As Business-Development Prospecting Hack
You know that key prospect you’ve been wanting to invite to lunch or coffee, but you never do? Maybe you’re too intimidated to ask. Maybe you don’t want to “bother” such a busy individual. Maybe you assume they can’t fit you in, as long lunches and spontaneous coffee meetings seem to be going extinct in our time-pressed work schedules. Maybe you’re afraid they’ll say no.
...Well, maybe you’re right. But you know what they won’t say no to? An invitation to be a guest on your podcast. The invite is flattering. It’s sincere. And it’s not a bait-and-switch to a cold-call or sales pitch. But it opens an otherwise airtight door, and begins a conversation...and so starts a relationship that can be nurtured. That is how deals get done in the long-term, anyway. What’s more, inviting someone to be a guest on your podcast removes any self-applied pressure or apprehension you may be harboring to do the necessary outreach to expand your network and build your book of business.
A Parting Anecdote
Speaking of podcasts and guests, Jay and I had a great conversation on our podcast with Adrian Lurssen of JD Supra as our guest. In that episode, Adrian recalls a colorful and illustrative tale about the time he saw Nelson Mandela give a speech, when Adrian learned from his father what the “praise singer” who introduced Mandela was there to do. The story needs to be heard in Adrian’s telling to give it its due justice, but I can share with you the key takeaway as it applies to content marketing: The moral of his story, in a way, is that content marketing and thought leadership are what build your brand when you can’t be there in person to make a personal impression on someone. It continues to work without you, across the marketplace of ideas, and makes a lasting impression on anyone who comes in contact with it...even when you’re not actually in the room. It’s your praise singer.
Think about that for a moment. What kind of impression do you wish to make on the world? Your colleagues? Your prospects? Your profession? Then ask yourself: Will I get there via the written word alone, or should I be sharing more of my authentic, multi-dimensional personal brand with the world? If the answer is the latter, consider mixing media, and consider podcasting as your vehicle to gain more attention, convey more personality, and generate more opportunities.
Looking for more? Check out these related resources + posts:
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We Launched a New Podcast (and Why You Should too)!
From start to finish, we help our clients conceptualize, create, and produce podcasts that engage their audience, build awareness, and support business development efforts. In less than 30 days, we will have you up and running with a polished podcast. We will handle the details of podcast setup, from technology to branding, so you can focus on getting ready to host your show.
We work with professional services firms to develop content marketing strategies, create visual storytelling assets, and build brands and websites that lead to new business.
If you’re interested in increasing the returns on your marketing investments, contact me at tom@hcommunications.biz or 313.432.0287 ext. 6 to set up a free consultation to discuss how we can work together to define clear goals, create a specific plan of action, and implement marketing tactics that will help your firm grow.