After recording our latest Leadspace Radio podcast with David Lewis, I was reflecting back on all the great guests we’ve had on the show and how much truly valuable information is there for Marketing and Sales professionals. In 54 shows, we’ve been fortunate enough to feature a who’s who of the best thought leaders and practitioners in our space. I mention that not to shamelessly promote Leadspace Radio (ok, maybe a little bit), but really to illustrate what a great content channel podcasts have been for us… and why you should think about adding them to your content mix.
Here’s why it works so well:
- Creating podcast content is quick and relatively painless. eBooks and webinars are fantastic content pieces and should definitely be central parts of your content marketing strategy… but they require a lot of work. From writing the copy to design, you’re usually looking at a 30 day timetable. In contrast, I generally spend under two hours in preparation for the podcast and it takes 30 minutes to tape the show. It then takes about 15 minutes to post the show on platforms like Podbean as well as our website.
- Booking guests for podcasts is easier than for a webinar or guest blog/eBook. Asking someone to sign on for a lively 30 minute discussion about a topic where they’re an expert tends to be an easier ask than for something that requires significant writing or PowerPoint work ahead of time. I think that this is definitely a contributing factor to the breadth of practitioners and thought leaders we’ve been able to feature on the show.
- Podcasts are uniquely consumable for the audience. Obviously different users have different preferences for how they digest content and podcasts fit a nice niche for commuters… Especially with all those Serial fans out there. Our podcast is available on iTunes so everyone can add Leadspace Radio in their favorite podcast app and then listen hands-free while they suffer through their daily commute.
- Podcasts are easily shareable/sendable. Like a blog post, they’re a nice low friction (ungated) piece of content that can be shared on social, added to nurture streams, etc. Ideally you’ve got a great guest who will share the show with their large audience of Twitter/LinkedIn followers.
- They provide a basis for more content pieces. A great podcast can easily be repurposed into blog post, particularly if you have the podcast transcribed (as I’d recommend).
- You can reach new audiences. We partner with the good folks at SLMA Live (from the Sales Lead Management Association) to reach an audience that is a good match for our product.
With that recipe, we just celebrated crossing the 10,000 listens mark… and are rapidly approaching 11,000. Big thanks to Steve Gershik @SGersh who showed me the ropes and built that momentum. I’d urge you all to check out the great shows we’ve had with experts including David Lewis, Craig Rosenberg, Jason Seeba, Ann Handley, Jill Konrath and many many more here.