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Podcasting has become a popular medium for businesses to connect with their audience and build relationships. Whether you are looking to establish thought leadership, gain industry influence, focus on customer success, or create an internal podcast for your employees, podcasting can be a powerful tool to achieve your goals.
Thought leadership is a common goal for many companies. It involves sharing your point of view on the big problems your clients are facing and providing valuable insights and solutions. By creating a thought leadership-driven podcast, you can educate your audience and position yourself as an expert in your industry.
To be successful in thought leadership, you need to have a strong and relevant point of view that resonates with your clients. By rallying a large audience around your point of view, you can grow your influence and attract potential customers. It is important to have a strategic narrative and a portfolio of thought leadership positions to effectively educate your audience and differentiate yourself from competitors.
Building relationships with key players in your industry is crucial for success. By hosting a podcast, you can leverage content-based networking to connect with industry gatekeepers, influencers, and thought leaders. These individuals have the power to control who gets to speak on industry circuits and can open doors for your business.
When building relationships with industry influencers, it is important to find common ground and establish rapport. You can blend your own ideas with theirs, creating a podcast that is 50% your ideas and 50% theirs. By doing so, you can build authentic relationships and gain influence within your industry.
Account-based marketing (ABM) is a strategy that focuses on building relationships with specific target accounts. By creating a podcast centered around your ideal buyers, you can engage with them on a deeper level and establish rapport. This can be particularly effective in competitive or new geographic markets where you may not have existing influence.
By interviewing current customers who are successful because of your product or service, you can create case studies and testimonials. These can be repurposed into blog posts and social media content, showcasing the value your product provides. This not only helps with customer retention but also attracts potential customers who want to learn from your successful clients.
Internal podcasts are a valuable tool for training and communication within your organization. By recording sales calls and having your sales trainer critique them, you can provide valuable training material for your sales force. Internal podcasts can also be used for company news, announcements, and culture-building.
Internal podcasts offer a more accessible and convenient way for employees to consume training material. They can listen to podcasts at their own pace, whether it’s during their commute or while working. This saves time and makes training more efficient.
Podcasting is a powerful tool that can help you achieve your business goals. Whether you are looking to establish thought leadership, gain industry influence, focus on customer success, or improve internal communication, podcasting can be a valuable addition to your marketing strategy.
In our next article, we will discuss how to produce a podcast, including planning, workflow, scripting, and managing guests. We will share insights and experiences from podcasters and industry experts to help you create a successful podcast.
If you are looking to start a podcast and need some help, be sure to join the Baird Media Mentors.
Don’t forget to read our books, “Become a Podmaster: Everything You Need to Know to Master the Art of Podcasting” and “Purposefully Repurpose for Profit: How to Create a Content Marketing Plan Easily Simply by Repurposing a Podcast.”
These resources will provide you with a comprehensive guide to podcasting and help you maximize the impact of your podcast.
