Hi, Reader. A week or so ago, I posted on LinkedIn about a content framework that has been coming into focus: the podcast marketing funnel. It sparked some thoughtful responses from marketers, podcast hosts, and firm leaders. Naturally, I wanted to take a moment to expand on the subject and some of the points people chimed in with. Here’s the core insight: Discovery happens on video. Engagement happens in audio. Across several business podcasts my team and I produce, I noticed a consistent...
3 months ago • 1 min read
Hi, Reader. When you hear a new song for the first time, you might not like it. But after you hear it a few times, it starts to grow on you. Before long, it becomes your new favorite song and you can't believe you didn't like it when it first came out. Has this ever happened to you? It's psychology at play, and you can use this cognitive bias to help market smarter. Because, when it comes to marketing your professional services firm, the song must remain the same. On the latest episode of...
4 months ago • 1 min read
Hi, Reader. In a sea of AI-generated content, podcasting is a more human way to do marketing. Think about it. How do you know that LinkedIn post wasn't written by a ghostwriter? Or ChatGPT? But when you see a person's face and hear their voice, day after day, week after week, with a consistent message and dash of personality? You start to build familiarity, which is a stepping stone to trust. This can all be made possible with a podcast. But before you go out and purchase an expensive...
4 months ago • 1 min read
Hi, Reader. Let’s be honest—building an audience from scratch sucks. You start shouting into the social media void, watching likes and comments trickle in like molasses, and wondering if it’s even worth the effort. But what if there was another way? What if you could build an audience while you grow a network of ideal clients? Even if you have 0 followers, a business podcast can accelerate your network growth and flip the power dynamic. Think about it. "Wanna be a guest on my podcast?" is a...
4 months ago • 1 min read
Hi, Reader. Welcome to Podcasting in Professional Services—the newsletter for business podcasters. Recently, I helped the team at Hinge Marketing launch their new podcast, Spiraling Up. It was a fun, full-circle moment. Podcast Example: Spiraling Up Podcasts in professional service industries can sometimes be a bit dull and dreary. Spiraling Up intends to change that. In this brand-new podcast, each episode features a Pivotal Story about something noteworthy in the world of marketing and also...
6 months ago • 1 min read
Hi, Reader. Welcome to another edition of Podcasting in Professional Services—the newsletter for business podcasters. Today, were going to explore a heated debate in the world of podcasting: audio vs video podcasts Audio vs Video Podcasts: Which Makes Sense for Your Marketing Strategy? Be careful whose advice you listen to when it comes to podcasting. There is no one-size-fits-all approach. Let’s face it, the focal point is your personality and you have very real time and budget constraints....
6 months ago • 1 min read
Hi, Reader. Welcome to Podcasting in Professional Services—the newsletter for business podcasters. Each edition features a profile of a business podcaster, documenting their journey and podcasting experience. Podcast Example: Idea Climbing What would happen if you interviewed more than 500 successful people? ‬Embark on a journey with Mark J. Carter, host of the "Idea Climbing" podcast, as he shares his extensive experience of conducting over 500 interviews with successful people that has...
10 months ago • 1 min read
Hi, Reader. Welcome to Podcasting in Professional Services—the newsletter for business podcasters. Each edition features a profile of a business podcaster, documenting their journey and podcasting experience. Podcast Example: Amtower Off Center The GovCon market is made up of niches. Podcasting is like on-demand niche radio. ‬Mark Amtower, the host of Amtower Off Center," part of the ‪Federal News Network‬, is a leading expert in GovCon marketing and LinkedIn advising. Known for his deep...
10 months ago • 1 min read
Hi, Reader. Welcome to Podcasting in Professional Services—the newsletter for business podcasters. Today, we're going to explore the opportunity and benefits of finding a podcast co-host. Podcast Example: 2Bobs What do you get when two opinionated and well-respected business consultants record and publish conversations? One of the top podcasts in professional services. Since 2017, David C. Baker and Blair Enns have published more than 200 value-rich episodes on the art of creative...
10 months ago • 1 min read