This blog post contains the transcription of a free virtual Lunch & Learn we hosted in November 2024 titled, “Building Your Brand Through Podcasting.” You can view all of our upcoming webinars here.
Podcasting Tips
Who are the Top Experts to Know?
Chris Wong is a certified executive coach who brings a wealth of experience and expertise to the world of leadership and learning and development. As a licensed therapist and leadership development professional, Chris has created multiple leadership and career development initiatives, fostering a strong leadership pipeline in nonprofit organizations.
His work includes helping leaders navigate difficult conversations, resolve conflicts, create high performing cultures, enhance productivity, and cultivate an inclusive and equitable work environment. Chris’ expertise spans diverse areas, including leadership development, strategic planning, leading change, and diversity, equity, and inclusion.
Kim Douglas is a realtor for Coldwell Banker Realty, known for her tenacity, market knowledge and ties to the community. She belongs to the Greater Boston Board of Realtors and the Massachusetts Association of Realtors and served as a director on the local board. A member of the LGBTQ community, she is instrumental in Coldwell Banker’s involvement in the Boston Pride Parade and volunteers for various Charlestown events including Friends of City Square Park and the Training Field. Kim is the host of the podcast called “Bold Like Her,” highlighting women from around Boston. When not working, she enjoys working out and spending time with Frankie, her 4-year-old French Bulldog.
Andrew Cassidy comes to the Massachusetts Business Network with more than 15 years of digital marketing and communications experience. Andrew is currently the Senior Director of Digital Strategy and Engagement for the Massachusetts Bay Transportation Authority, where he plans, directs, and administers the MBTA’s digital presence and hosts the podcast Spilling the T. Prior to his position at the T, Andrew was Director of Outreach for Emerson College in Massachusetts, recognized as the nation’s premier institution of higher learning devoted to communication and the arts, and the Director of Social Media at Miami Dade College in Florida, the nation’s largest and most diverse institution of higher education. Andrew is the president and founder of Cassidy Consulting – a Boston-based marketing, PR, and communication consulting company. Using experience garnered from across his distinct career, Andrew has helped catapult brands and engage whole new elements of their communities.
How to Know If Podcasting Is Right for Your Brand
Podcasting can sometimes have a “shiny object” appeal. It’s essential to first understand your audience. Are they podcast listeners? If not, it may not be worth the time and effort. Additionally, podcasts are a long-term investment. Building an audience is slow, and the work often feels like a second job.
Time commitment is crucial. There are some people who started podcasts but stopped after just a few episodes. A significant percentage of podcasts don’t make it past episode 10, so think about what you want to gain from it and whether you’re willing to put in the time.
Podcasting is great for narrative shaping. For example, the MBTA’s podcast helps share stories that don’t always come through in mainstream media, building transparency and trust with their audience. It’s a commitment, but it can be very rewarding if it aligns with your brand goals.
The Benefits of Podcasting
Thought leadership is a big one. Podcasting allows you to answer questions your target audience has, positioning yourself as an authority. Plus, when you bring on guest experts, you’re learning along with your listeners.
A podcast can start as a fun project that can grow into a platform for sharing inspiring stories. The community aspect and the connections you make can be rewarding. There’s always potential for monetization if you’re consistent and grow your audience.
Podcasting can allow you to control your narrative by directly addressing issues in a transparent way. It can help rebuild public trust and educate listeners about the challenges and progress within an industry..
Tools and Tips for Starting a Podcast
Start simple. A good microphone is essential—clear audio makes a huge difference. You can use free editing software like Audacity and record on Zoom. For hosting, there are free options like Podbean and Spotify for Podcasters that make distribution easy.
You can also use Libsyn for hosting, which distributes to various platforms like Spotify and Apple Podcasts. Another option is investing in a “podcast-in-a-box” setup from Rode, which includes a mixer and microphones.
You don’t need a sound studio. You can be scrappy at first—spend money on a decent mic and use free resources to learn editing skills. Starting small gives you room to evolve as you go.
Hosting: Self-Hosting vs. External Platforms
You can use Kajabi for hosting because it distributes to other platforms and is already part of a main website.
You can also use Libsyn and keep it simple by just focusing on audio. Promote the episodes on social media and use Instagram reels to increase visibility.
Consider hosting on SoundCloud, which feeds to Spotify, Apple Music, and Amazon Music. You can also put episodes on YouTube to reach a different audience, as people often listen to videos in the background like a podcast. This multi-channel approach helps you reach more listeners.
Securing and Managing Guests
Start by inviting friends and colleagues. Consider using Matchmaker.fm for leads. Also, have a guest request form to screen for fit, asking for specific details on what they’d discuss. Pre-interview calls help set expectations and establish rapport.
Guests can reach out directly or through PR agencies.
If you want to keep episodes timely, plan around current events. To build the guests’ comfort and confidence, do expectation-setting, making them feel at ease with the process.
Increasing Listenership and Engagement
YouTube and YouTube Shorts are great. Discover who your primary demographic is to tailor content accordingly. Share episodes in online forums where people discuss similar issues—this direct engagement helps build listenership.
Collaboration is your best strategy. When guests share their episode with their audience, it exposes your podcast to new listeners. Instagram reels featuring key soundbites or moments are also great for building interest and engagement.
Providing unique value is key. Do in-depth episodes that go beyond short-form social media content, and teasers help grab attention.
Time and Workflow Commitment
It can take anywhere from 1-3 hours per week to put a one-hour podcast episode together. If possible, and if it makes sense, consider hiring someone to help you with various parts of podcast productions.
Final Advice for Aspiring Podcasters
Just start. Don’t stress about it being perfect from the beginning—most podcasts evolve over time. You might find that you enjoy it or even realize it’s not for you. Either way, just taking that first step is essential.
Know your “why.” Having clear goals for your podcast will help keep you motivated and focused on delivering value. And have fun with it!
Keep learning. Each episode is an opportunity to grow. You may find that your topic isn’t quite right but that you’re a natural host. Be open to change and enjoy the process.
Podcasting offers a unique platform to connect with audiences, share expertise, and build brand loyalty. Whether you’re a small business owner, entrepreneur, or part of a larger organization, these insights will guide you in starting, growing, and sustaining a podcast that resonates with listeners.
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