Hi, Reader.

Welcome to Podcasting in Professional Services—the newsletter that delivers three things each week:

1. Perspective from other business podcasters
2. Research or news about business podcasting
3. Actionable tips to help grow your show

Podcast Example: Building The Premier Accounting Firm

A podcast can be much more than a marketing channel—it's a platform for strengthening your network, innovating on new ideas, and driving strategic business outcomes. This is well exemplified by Roger Knecht, President of Universal Accounting, and host of the "Building the Premier Accounting Firm" podcast.

“For years, I have had the opportunity to do voiceovers and various work in that regard. And it was always encouraged that I get on the radio,” recalled Knecht. “And as podcasts became more popular, everyone was saying I needed a show, but I was reluctant because I didn't understand what was going to be the story, what was going to be the purpose.”

Finally, Roger found a groove and clarity in his role as a host and what his show would look and sound like. In 2020, Knecht launched his podcast, "Building the Premier Accounting Firm" with 10 episodes to start. His goal was simple yet profound: to help accounting professionals confidently and competently offer quality accounting services to get paid what they are worth.

Outside of search and word-of-mouth, social media is critical for podcast discoverability

According to a survey from The Podcast Host, a combined 53.6% of podcast listeners find new shows via searching on the listening app's directory, or via Google. Another 18.3% of listeners discover new shows via recommendations from friends or colleagues.

The next biggest discoverability channel? Social media. More than 15% of listeners discover new shows on social channels like LinkedIn, X, Instagram, and more. For business podcasters, consider social media a key digital marketing channel for your podcast.

Meme of the Week

No. Your podcast episodes do not (and in many cases *should not*) run as long as the Joe Rogan Experience. Especially if you're just starting out.

Podcast Tip: Build out a content buffer

As Roger Knecht will tell you, maintaining a buffer of content is important and allows you to be proactive with your decision-making.

I recommend having enough content to cover 60-90 days in the future. This is what Mark and I do with Breaking BizDev and it's allowed us to stay consistent and, most importantly, have fun in the process.

I hope you enjoyed this edition of Podcasting in Professional Services. Thank you so much for reading. If you have any questions or feedback, please reply to this email.

Cheers,
- John

PS—Need support growing your show? Book some time with me to learn more about my podcast strategy, launch, production, and marketing services.