July 11, 2022 Content Chat Recap: How To Use A Podcast As A Primary Thought Leadership Platform

A Content Chat header image that includes this week's chat topic: How to use podcasts as a primary thought leadership platform

As brand marketers find different ways to engage their communities, podcasts are a notable area of opportunity. The vast majority of content marketers (94%) that have used podcasts or audio content will continue to invest the same amount of resources or more into podcasting in 2022, and 53% of these marketers even say podcasting is the most effective format they use.

So, what goes into a successful podcasting strategy, and how can you use it to support your thought leadership activities?

In this #ContentChat, we’re joined by Lee Price, founder of Viewfinder Partners, to explore how podcasts can boost your thought leadership platform. Read the full recap below to learn:

  • How to decide if a podcast is the right opportunity for you or your brand thought leader
  • Ways to distribute and promote your podcast
  • The best podcasting tools for content marketers

Q1: How can brands use podcasts as an opportunity to establish their thought leadership?

Podcasts can strengthen thought leadership in a few ways. For starters, podcasts are highly personal and intimate, helping thought leaders develop a genuine connection with a wide audience.

A1: Podcasts are highly personal and intimate. We listen to them when we do the dishes and walk the dog. They’re a chance to really connect with your audience, even a B2B audience. #ContentChat

— Lee Price (@leevprice) July 11, 2022

I feel like I know people well when I listen to their podcasts regularly. #contentchat

— Tod Cordill (@todcordill) July 11, 2022

Love this! Same here. Podcasts drive a deeper connection that you simply can’t get from written articles #ContentChat

— Sweepsify (@Sweepsify_) July 11, 2022

Agreed. It’s so personal, especially when you listen on your headphones—like you’re chatting on a call with them. Especially with folks like @Robert_Rose + @JoePulizzi who engage with their podcast communities across platforms, inviting feedback.#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Those two definitely came to mind. Also @nealschaffer. I recently vacationed in SoCal and it seemed I should reach out to Robert to share a few tequila shots and to Neal to have a few beers. 🥃🍻

You know, like I had a glass of wine in Sacramento. 🍷😀#ContentChat

— Tod Cordill (@todcordill) July 11, 2022

A1: Brands can use podcasts to establish their #thoughtleadership by connecting with people by broadcasting their knowledge to a larger audience! ~Jenna #contentchat

— Nimble (@Nimble) July 11, 2022

A1. I recently sat in on the 1st meeting a client had with a prospect. When asked where she first heard about us, she said “I don’t know, you guys are everywhere.”

“Everywhere” likely meant:
1. Podcasts (guest ~ once/month)
2. Events
3. LinkedIn ads#contentchat

— Tod Cordill (@todcordill) July 11, 2022

I love that! Podcasts really do add to the surround sound that attracts folks to your brand. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Podcasts can showcase your team’s experience…

A1: I think the @foodbloggerpro podcast does a great job showcasing their team’s experience + connecting with the unique niche they serve.#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

A1b: It gives them a platform for showcasing all the smart people who are part of the Food Blogger pro community, and highlights the unique tools and resources members enjoy. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Allow a thought leader to convey their industry knowledge and discuss trends…

A1c: Demonstrating you understand industry trends and the people shaking things up in your greater business community are all aspects of thought leadership that podcasts are uniquely well-suited to support. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

And provide insights about a brand’s audiences, market, and strategies.

A1: Provide insight about their audiences, market research, strategies, and results. #ContentChat

— Michelle Ngome 🇨🇲 (@MichelleNgome) July 11, 2022

Lee shares a few podcasts that she likes below, and check out Q4 for more recommendations.

A1: You don’t have to look long to find brands creating interesting podcasts. A few I like: Joy@Work + more shows from @kearney, Hardly Working from @fishbowlapp, 43% and Rising from @earnestagency, and the stunning show from @theygotacquired #ContentChat

— Lee Price (@leevprice) July 11, 2022

A1: One more show I want to recommend: Hacker Chronicles from @tenablesecurity. This is actually a narrative show (fiction storytelling from a B2B brand)! If you’re looking for a creative take on B2B podcasts, go listen. #ContentChat

— Lee Price (@leevprice) July 11, 2022

Now that sounds like a really interesting #contentmarketing angle + channel combo I haven’t seen. (and as a CMworld awards judge, I’ve seen a lot of interesting programs!)#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Q2: Podcasts aren’t always the right fit for a brand or thought leader. How would you determine if a podcast is the right opportunity for your company’s thought leaders?

Assess a podcast’s brand fit by reviewing its listeners, past guests, and recent show topics.

A2: You can determine if a podcast is right for your brand if connecting with your audience on a personal level is a goal! And if there are opportunities to have guests who are in that industry/field ~Jenna #contentchat

— Nimble (@Nimble) July 11, 2022

If you’re considering launching a podcast, you’ll need a host that can talk freely about the topic, is well-connected and can bring in guests, and is comfortable being candid.

A2: Podcasts can take all different forms, but if you want a show that is HOSTED by one of your thought leaders, look for a host who is: well-informed (to talk freely about the topic), well-connected (to bring in other voices), and comfortable being candid/chatty. #ContentChat

— Lee Price (@leevprice) July 11, 2022

A2: The other big requirements: Enthusiasm and time. Everyone can improve their on-mic skills with practice and coaching, but a podcast host needs to be interested in learning and improving AND have the time and energy to commit to hosting a show. #ContentChat

— Lee Price (@leevprice) July 11, 2022

A2A: You nailed this. I think being a “radio personality” type definitely helps to make a podcast more exciting and engaging #ContentChat

— Sweepsify (@Sweepsify_) July 11, 2022

Being able to talk off-the-cuff versus wanting to be scripted, for example, is critical for making a podcast click IMHO.#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

A podcast is not a one-time campaign. All shows start with zero listeners, and it takes time and consistent effort to build a community.

A2: A podcast is not a one-time campaign. It takes time to build a podcast audience, and its benefits to the brand increase exponentially over time. That means you need to have thought leaders who are committed to relationship building, not looking for a quick hit. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Yes! Like all content marketing, podcasting is a long-term strategy.

I think in these terms:

➡️ Expense for short-term gains
➡️ Invest for long-term results

Your mix should include bot expenses (ads, events…) and investments (relationships, content…). #ContentChat

— Tod Cordill (@todcordill) July 11, 2022

So true! I tell clients: Every podcast starts with 0 listeners. It’s a slow build over time. #ContentChat

— Lee Price (@leevprice) July 11, 2022

It’s less important to have a host with a large number of followers than to have a host with an engaged and excited community.

I like, but am a bit surprised, that “having a lot of followers” isn’t on this list. “Being well connected” is much more important. #ContentChat

— Tod Cordill (@todcordill) July 11, 2022

Meh. “Followers” doesn’t mean much if they’re not engaging and excited. I’m more interested in someone who can start a conversation. #ContentChat

— Lee Price (@leevprice) July 11, 2022

We recommend you be a guest on a few podcasts before launching your own. This will show you the various podcast approaches and help you refine your skills.

A2: I suggest clients become a guest on at least 10 episodes before they even consider launching a show. #ContentChat

— Michelle Ngome 🇨🇲 (@MichelleNgome) July 11, 2022

You bring up a good point — being a guest on other people’s podcasts is a great way to get in front of new audiences (and it’s a lot easier than building your own listenership from 0!) #ContentChat

— Lee Price (@leevprice) July 11, 2022

This is so smart! It gives them a taste of what it’s like and the various approaches before making that commitment. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

And refine skills on other people’s platforms before starting their own. #ContentChat

— Tod Cordill (@todcordill) July 11, 2022

This is such good advice! Being a guest could also give someone the chance to see different recording experiences, show formats, and promotion ideas. #ContentChat

— Lee Price (@leevprice) July 11, 2022

Yes, podcasting goes beyond being a talking head. Being a guest is just a small fraction of the process. #ContentChat

— Michelle Ngome 🇨🇲 (@MichelleNgome) July 11, 2022

Webinars can also give you relevant experience before starting a podcast.

Great idea, Michelle. It provides experience and a list of potential guests.

I have a client that is a frequent podcast guest that considered starting one. I recommended he create a webinar series first as I don’t think he has the time to commit to a podcast. #ContentChat

— Tod Cordill (@todcordill) July 11, 2022

That’s a great suggestion that still allows for that audio aspect, but without the commitment expectation.#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Webinars:

➡️ with advertising provide short-term results
➡️ provide an association with thought leaders
➡️ develop an audience for a future podcast
#ContentChat

— Tod Cordill (@todcordill) July 11, 2022

Podcasts present ongoing content opportunities. For example, if you are unable to fully explore a topic on a show, you can write a blog post to expand the discussion and link back to the podcast.

I agree – but I hate it when I have ideas after a podcast about things I should have said. #ContentChat

— Tod Cordill (@todcordill) July 11, 2022

That happens to me every time! So I write a blog post, and link over to the podcast in it, and cite it as my inspiration! 🙂 #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Q3: How can thought leaders provide value to their communities through podcasts?

According to Lee, some of the best podcast hosts are talented connectors and curators that bring people and ideas together.

Q3: We think about “podcasters” as big names/big voices, but some of the best podcast hosts are talented connectors + curators, bringing people and ideas together. #ContentChat

— Lee Price (@leevprice) July 11, 2022

Provide value by starting important conversations with reputable experts, shedding light on industry trends, and inspiring creativity.

A3: Podcasts are the chance to start a conversation. Could you bring people together to think through the big challenges and opportunities in their work? The best podcasts start these conversations and create a place for people to connect and discuss. #ContentChat

— Lee Price (@leevprice) July 11, 2022

Exactly this!

If it isn’t a conversation, and doesn’t spark conversations with its intended audience, then a podcast may not be the right channel for the content and its goals. (i.e. it might make a better video or e-book, for example.)#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

A3: Thought leaders can provide value to their communities by topics that can be shared through guests and multiple episodes! Episodes have a lot more content than social media posts. ~Jenna #contenthcat

— Nimble (@Nimble) July 11, 2022

Repurpose your podcast content to extend the value of your discussion.

And don’t be afraid to repurpose your content into ebooks and print books even if your conversation resonates with an audience.

PUT THOSE WORDS TO WORK ;)#ContentChat#Repurpose with purpose

— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) July 11, 2022

Q4: What makes a branded podcast fun to listen to? What can brands do to separate their show from the pack? If you can, tell us your favorite podcast and why you love it!

Prioritize your podcast’s production value and provide unique insights to stand out from the competition.

A4: Just creating a podcast isn’t enough to set you apart. There’s a lot of competition, so the key is to make something worth listening to. You can set yourself apart in 2 ways: 1⃣Production value (editing, music, format) and 2⃣Saying something unique. #ContentChat

— Lee Price (@leevprice) July 11, 2022

A4: The best podcasts have both high production value and say something new. If you can do BOTH, you’ll win loyal listeners. #ContentChat

— Lee Price (@leevprice) July 11, 2022

A4] I agree with @LeeVPrice, as @webby2001 said at Podcast Movement 2021, your listener must give up listening to something else to have time to listen to your podcast, so quality MATTERS. #contentchat#contentmarketing#podcasting https://t.co/pOHXTxZ4U5

— HeidiCohen – Top Global Marketer (@heidicohen) July 11, 2022

Experiment with different show formats to see what resonates best with your community.

A4: Push yourself beyond the same boring interview show and think creatively! Audio is full of rich opportunities. Be candid, be authentic, and have the conversations you’d want to hear. #ContentChat

— Lee Price (@leevprice) July 11, 2022

Focus on providing value to your community, not plugging your product or pushing your brand messaging.

A4b: It’s also really important that branded podcasts reflect the WIIFM of their audience—not their product marketing goals. It’s a bummer when you think an episode is going to give you insights and ideas you can put to use, and instead end up with a product pitch. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Bring in expert guests to support a well-rounded conversation and amplify unique voices.

A4A: Agree. Often it’s the guests that draw me into an unknown or unpopular podcast not always the content itself.#ContentChat

— Sweepsify (@Sweepsify_) July 11, 2022

A4: Voice, format/flow of the show, guests, storytelling, fun/original noises. #ContentChat

— Michelle Ngome 🇨🇲 (@MichelleNgome) July 11, 2022

Above everything, stay honest and true to yourself. Listeners can tell if you’re being inauthentic.

If you try to be someone other than yourself it comes across pretty fast over audio. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Say something new or say something in a new way.

Be unique
Be boldly you
Be okay with not being to everyone’s taste (because you won’t be) :D#ContentChat

— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) July 11, 2022

Lee and the community share some of their favorite podcasts below.

A4: I always shared some of the B2B shows I’m watching, but a couple of my other faves: @diftk (parenting + freelancing) and Women at Work (conversations with very smart women) from @HarvardBiz #ContentChat

— Lee Price (@leevprice) July 11, 2022

*already, not always 🙂

— Lee Price (@leevprice) July 11, 2022

A4a: While there are a ton of #contentmarketing podcasts out there, This Old Marketing is still my favorite in large part due to the fantastic chemistry + friendship between Robert & Joe. And they aren’t afraid to collegially disagree. #ContentChat https://t.co/vM1WQt57Ti

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

A4] The key to success for brands is to determine how the podcast works with the rest of their content offering.

Also, make sure that it sounds professional and consistent. @JackDaniels does a great job of this.

#contentchat#contentmarketing#podcasting#branding

— HeidiCohen – Top Global Marketer (@heidicohen) July 11, 2022

Q5: What are some common mistakes brands make when it comes to podcasting?

Common podcasting mistakes include only sharing a few episodes in a one-and-done approach…

A5: The biggest mistake I see brands make with podcasts is releasing a few episodes as a 1-time deal. Podcasts aren’t just little audio content snack cakes! If we invest the time in listening, and you do it well, we want more of them from you. Long-term ROI is there. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Bringing in too many or irrelevant guests that are unable to provide value to the show’s listeners…

A5: No offense but bringing your partner to guest host on your podcast. Idk y bc I always find podcasters’ partners to be super annoying and attention seeking.

Like you’re not the star 🤣🍭#ContentChat

— Sweepsify (@Sweepsify_) July 11, 2022

Similarly, if you have multiple segment hosts, please do not try to have a “fun” episode with all of them hanging out together and talking over each other. That’s a virtual happy hour, not a listener-focused podcast!#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Ha. It is REALLY hard to have more than 2 voices on a show. Some people make it happen beautifully, but it’s a feat. #ContentChat

— Lee Price (@leevprice) July 11, 2022

Copying the exact format of other shows in your industry…

A5: Copying other shows. If your industry already has several 30-minute interview shows with industry leaders, try something new! Bring your brand’s unique perspective and your people’s personalities to your show. #ContentChat

— Lee Price (@leevprice) July 11, 2022

And ignoring audio quality. Invest in basic microphones to eliminate crackly audio.

A5: The other big mistake in podcasting is ignoring audio quality. If someone is listening to you in Airpods or on their car speaker, they have ZERO tolerance for tinny or crackly audio! Invest in basic microphones 🎤 for everyone whose voice is on the show. #ContentChat

— Lee Price (@leevprice) July 11, 2022

Q6: How can brand #contentmarketing teams repurpose or upcycle their podcast content to extend its value?

The best podcasts can evolve into their own brands by expanding across multiple channels and content formats. Create audio snippets for social media, share transcripts of the conversation on your blog, and merge podcasts with your live events.

A6: So much interesting content stays trapped in podcast episodes. Find ways to bring it out! Create short clips for social media. Turn episodes into written content on your website. Merge your podcasts with your live events. Keep reimagining your audio content. #ContentChat

— Lee Price (@leevprice) July 11, 2022

A6: I am fascinated by the podcasts that become their own brands with events, books, etc. If you have a great concept that people latch onto, it could go far beyond a podcast feed. #ContentChat

— Lee Price (@leevprice) July 11, 2022

A6: An example of a podcast that has grown into more content: @comecircleround, a kids’ storytelling podcast my kids love. They just released a series of books (and book events). Not B2B, but there’s a lesson there! #ContentChat

— Lee Price (@leevprice) July 11, 2022

Create visual content, including checklists and infographics, to distill key points, and bundle related topics into an eBook.

A6b: You can also use your podcast transcripts to create visual content such as checklists or infographics, bundle a few related topics into an e-book, or use exceptional quotes in future blog posts inspired by the conversation.#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Build a starter pack for new listeners.

A6: On the website create categories and a starter pack for new listeners. #ContentChat

— Michelle Ngome 🇨🇲 (@MichelleNgome) July 11, 2022

Love the idea of a starter pack! Especially if you have a lot of episodes to scroll through. #ContentChat

— Lee Price (@leevprice) July 11, 2022

This is especially welcoming for an established podcast that has some long-standing themes or inside jokes, to quickly make every new listener feel like an old friend.#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Could take the starter pack idea further and package video podcasts into a low ticket class

— King of QoE (@ElliottEHolland) July 11, 2022

Shruti and Heidi share a few other ways to repurpose your podcast

A6. Podcast can be easily converted into long form or short form content! like;
👉Break it into a QnA
👉Highlight the key points and make a blog
👉Call in a panel and make a webinar on the topic
👉Make a landing page and put on the assets#ContentChat

— Shruti Deshpande 🇮🇳🇬🇧 (@shruti12d) July 11, 2022

A6] Want to recycle your podcast content?

Use this ultimate guide on the topic:https://t.co/4gB1N4eLr2#podcasting #contentmarketing

#contentchat

— HeidiCohen – Top Global Marketer (@heidicohen) July 11, 2022

And check out Pam’s podcast to see how she repurposes the content.

A6: For a masterclass in podcast repurposing, look at @PamDidner and her podcast. She pulls out sound quotes and repackages content from every conversation across her social channels and blog.#ContentChat https://t.co/VgUXkzcvXi

— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Q7: What are the best B2B podcasting tools and platforms?

The community shares their favorite podcasting tools below. What else would you recommend? Tweet us @ErikaHeald with #ContentChat.

A7: I’m a @blubrry fan

Use REAPER for production unless I’m recording video as well and then I use OBS. #ContentChat

— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) July 11, 2022

A7: Podcast technology has come a long way, thanks in part to the huge surge in remote work and remote recording. I use @squadcastFM for remote recordings and @descriptapp for editing. #ContentChat

— Lee Price (@leevprice) July 11, 2022

A7: The surge of “have to do it ourselves production” has also made viewers/listeners more forgiving. So don’t think it has to be “studio perfect” to be used.#ContentChat

— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) July 11, 2022

Except for mics. I can’t handle listening to a show that was recorded on a laptop microphone. I can’t do it! 😅 #ContentChat

— Lee Price (@leevprice) July 11, 2022

Q8: Where should marketers be looking to distribute and host their thought leadership podcasts? Any tips for promoting podcasts once they are distributed to increase their reach?

A8: My approach to distributing podcasts is the same as for any other content format: Share the IDEAS, not the fact that you published something. Instead of “we have a new podcast episode,” tell people what’s inside. Bring out the juicy stuff! #ContentChat

— Lee Price (@leevprice) July 11, 2022

A8: Definitely #Libsyn for hosting to get it to #ApplePodcasts , #GooglePodcasts, #Spotify, #Audible, etc. #ContentChat

— Michelle Ngome 🇨🇲 (@MichelleNgome) July 11, 2022

A8] Regardless of where you host your podcast, make sure that you distribute your podcast across ALL podcast platforms to maximize reach. BTW don’t forget YouTube.#contentchat#podcasting #contentmarketing https://t.co/bBuqWZr76M

— HeidiCohen – Top Global Marketer (@heidicohen) July 11, 2022

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