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...

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...

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...