Hi, Reader.

Welcome to Podcasting in Professional Services. Each week, you'll get podcasting research, trends, and examples. Today, we're going to explore how you can merge your digital media brand with your live event strategy.

Let's dive in 👇

In-Person Events Viewed as Most Impactful by B2B Marketing Leaders

According to Hinge's 2026 High Growth Study, hundreds of marketing leaders across professional service industries rated conferences and events as the most impactful element of their mix.

In a world where you can barely trust anything you see online, it's no wonder in-person events topped the list for most impactful marketing techniques in professional services. Is there a better way to build trust than to actually have real, in-person conversations?

No screen or keyboard to hide behind.
No AI-touched up profile pic.
No post-production edits.

You can't fake it in person.

Further down the list, but still in the top 5 are social media and marketing video. But these two activities/channels are largely dependent on the content fueling the digital strategy. Posting selfie pics with your dog doesn't count. Unless your dog is a CAD wizard...then we should talk.

My question to you, dear reader, is what if we combined 4 of the top 5 techniques together?

Video Podcasts Are The New Media

According to the 2026 Infinite Dial Study by Edison Research and Sirius XM Media, YouTube is now the top platform for podcast consumption in the United States. Like it or not, podcasts are more and more becoming video-first productions.

Niche podcasts are in prime position to 'cover' key industry events put on by associations and mid-size to large organizations. Even if you don't record any audio at the live event, there are still ways to extend its marketing value with your podcast.

Below are a few examples of how shows in the Red Cedar portfolio are taking advantage of live events in their media strategy:

On-Stage Podcast Episodes as Keynotes or Speaking Slots

In March 2026, the Spiraling Up podcast performed a different kind of keynote address for the Society for Marketing Professional Services (SMPS) Southeast regional conference.

Instead of the typical TED-X style keynote, Joe and Mary-Blanche from the Spiraling Up podcast hosted a live podcast episode on stage with a gameshow style format similar to ESPN's 'Around the Horn.' Taking it a step further, members of the audience were encouraged to participate and ask questions the podcast hosts and guests would react to. Watch the full episode.​

Use B-Roll and Speaking Clips in Post-Event Recap Episodes

Ken and James from Ground Transportation Podcast are regular speakers at industry events put on by the National Limousine Association. Recently at their signature conference in Las Vegas, the podcast featured imagery and clips from their speeches in a recap episode of the event.

Cover the Show-Room Floor Like an Industry Journalist

At the 2025 Association for Accounting Marketing Summit conference, I represented the Breaking BizDev podcast by interviewing sales and marketing leaders from accounting firms during networking hours. Those interviews were compiled in a recap episode of the event.

In Case You Missed It...

• ​Business Podcasts in 2026 (Do These Tactics Today)​
• ​History of Podcasting: From '80s Radio Tech to Booming Industry​
• ​Podcasting at Conferences: Turning A Booth Into a Pop-Up Studio​
• ​Audio vs Video Podcasts: Which Makes Sense for You?​

Build a Media Brand Around Your Expertise

Red Cedar helps experts build media brands that actually make a business impact. Here are a few ways we help clients:

• New show launch + pilot programs
• Podcast audit, benchmarking, and roadmapping
• Managed podcast growth + marketing
• Sponsorship development + monetization
• Video clip production & distribution
• Guest outreach, coaching and booking

Want to learn more? Reply to this email!

Cheers,
- John