Your business needs a targeted podcast

A podcast is perhaps the best way to share knowledge and expertise. It can be a powerful tool to build credibility and connect deeply with your audience.

By sharing insights, experience and real world examples you are creating a tangible resource for your listeners. When people hear consistent, valuable content, they start to view your business as a trusted authority.

Podcasting can often connect better than traditional sales and marketing techniques. Good podcasts feel personal and conversational, creating a genuine connection that ads and emails can’t match.

The advantages of podcasting

Here are some key advantages of using podcasting to market your business:

1. Listeners can tune in while driving, exercising, or working. It's totally portable and doesn't demand the static attention of a screen. You can be in peoples ears at moments when video and social media can't.
2. Breaking down complex topics or interviewing experts helps you demonstrate your knowledge and expertise naturally.
3. Hearing real voices builds familiarity and trust with your brand, your team and your wider organisation.
4. Inviting potential clients, collaborators or other related professionals onto your podcast is a fantastic way to network. This can help build rapport and strengthen connections.
5. It’s often possible to create ‘evergreen’ content which will still provide value long after it’s released.
6. A single podcast can spawn lots of additional content in the form of video snippets for LinkedIn, blog posts, articles and newsletter content.

In a world crowded with content, podcasts bring a personal touch that builds lasting trust. One of our longest standing clients, Apella Advisors, have done this with great success on their podcast, The Little Questions.

We are an audio-first podcast agency. Video is great, and can help to get you noticed by new audiences but it comes at a cost - financially and in terms of demand on your time. An audio-first podcast can be recorded at your desk with lightweight, discreet equipment. If you go down the road of filming full video episodes you enter the world of television production.

A whole new ball game

Our experience tells us that most business should start with audio-first. It's much more cost effective as it doesn't requite renting or building a video studio. It takes the pressure off hosts and guests who can focus on what they say rather than how they look. Recording audio-first also allows you to talk to people from all over the world and slot recordings into gaps in your diary when a full video session just wouldn't be practical.

Consider launching a podcast yourself to demonstrate the expertise within your team, build trust with your clients and customers, and grow networking opportunities. If you'd like to explore podcasting with us, get in touch here.

The photograph shows Apella partner Jenny Scott interviewing former leader of the Liberal Democrats and Deputy Prime Minister Nick Clegg about his more recent work with Meta and the new developments in AI at a live event in London. Ben and I recorded audio and video to produce both an audio-first podcast and supporting social content.