Once I first launched my podcast, The Fractional C-Suite Retreat, I had no concept what would come from it. The precise course of of creating a podcast is surprisingly easy. The three key components: a pc to report the podcast, a great microphone to seize your voice, and a software program program to edit your audio. (Some say a fourth requirement is a horny voice … but when I made it, so are you able to.) 

The toughest a part of podcasting? It’s nothing associated to sound engineering or fancy advertising and marketing methods. It’s the flexibility to search out that bedrock concept that ties all of it collectively. 

A singular angle is vital — and with the speedy development of podcasts as a media kind constructed for communities, going area of interest and particular is vital. Nonetheless, a very powerful factor I’ve discovered all through my podcasting expertise: figuring out a function for the podcast you wish to launch.

Podcasting is an train in longevity. Figuring out a giant mission or function — the explanation why you began this factor within the first place — will propel you ahead on the times you are feeling too busy or too low on power. Probably your function lies within the viewers you attempt to encourage or the sensation you get if you find yourself deep in dialogue with a visitor. Monetary good points will come, however lead technology and financial ROI can’t be the first motivators (cash alone is rarely a sustainable driver for something, I’ve discovered).

The outcomes and influence a podcast creates far outweigh the challenges. The advantages are so important that I consider each entrepreneur, chief or fractional skilled ought to take into account incorporating a podcast into their enterprise mannequin. The explanations are easy. 

Branding and advertising and marketing 

Once I first began my podcast in November 2021, I knew I wished it to help the newest enterprise I used to be constructing (yorCMO: a fractional CMO firm). I used to be rapidly getting fascinated with the fractional mannequin of labor — and I wished a platform to share my pleasure for it whereas talking on to the viewers my enterprise was focusing on.

A podcast is a advertising and marketing channel – and it may be a key a part of a strategic advertising and marketing combine. However there was one small distinction:

The podcast wasn’t a Fb advert being unfold throughout the web by a faceless company model. The podcast was me: my voice, my ideas, the varieties of visitors I felt enthusiastic about talking to. It was my model. 

What got here out was: The Fractional C-Suite Retreat podcast

The idea is straightforward: a present meant for an government viewers to hearken to whereas unwinding and studying about numerous points affecting the C-suite. I had at all times liked (nonetheless do) studying, listening to a podcast or writing over a cigar in my yard after an extended day. I figured different busy leaders may already be doing the identical factor I did, and so they may wish to take part my cigar-fueled audio retreat.

Whereas branding the podcast, I used to be capable of model my firm and myself on the similar time to my listeners. Speaking about shared experiences with my visitors makes listeners affiliate sure emotions with me and, by extension, the corporate I based. The podcast started to behave as a supporting pillar of my company model’s advertising and marketing and my very own private model’s advertising and marketing.

What’s extra: a gradual circulation of episodes began to gas content material for social media accounts.  

From a branding perspective, a podcast could be invaluable: it may possibly create worthwhile on-line engagement in your model(s) whereas providing you with advertising and marketing content material in your different channels.

Viewers connection and authoritative presence

The title of the podcasting sport? Creating private connection in as we speak’s disconnected world. 

Podcasting establishes a extra direct connection to your viewers. Whereas blogs and posts on social media are used to attach along with your viewers, podcasting has a novel place within the social media panorama. Your viewers hears your voice and mannerisms in ways in which texts can not compete with.

Do podcasts for an extended sufficient time, and you’ll have an viewers who merely loves listening to your (and your visitors’) ideas. In case your voice is an genuine one, and in case you maintain again from the temptation to make every thing “good,” your viewers will see you as an authoritative determine in your core matter; they’ll get to know you, and really feel you perceive them; and inadvertently they’ll develop a way of belief. 

The purpose isn’t to be a “thought chief”; it’s to be an unfiltered, attention-grabbing, dependable lighthouse standing out in a crowded sea of voices guiding your viewers residence. Be the lighthouse!

New avenues for on-line presence

Whether or not in your company model or in your private model (or each, if they’re interconnected), a podcast is a great solution to attain audiences outdoors of your fast business or community.

Podcasting helps your corporation attain an viewers disconnected from however adjoining to all of your different advertising and marketing channels. Conventional advertising and marketing rhetoric tells us to be on “each” social media platform — however as a rule we find yourself specializing in one platform above the remaining (possible a wiser technique). Mostly, it’s the one the place the most important focus of our target market is discovered. 

Podcasting is, in some methods, natively disconnected from a singular social media platform – which suggests it creates alternatives to succeed in folks you could have by no means met, identified about, or marketed to.

Based on the Infinite Dial 2023 survey by Edison Analysis on digital media client habits in america, 42% of the US inhabitants listens to podcasts month-to-month. In 2012, this proportion was solely 14%.

It’s a rapidly-growing phase — one that’s diversifying by way of enchantment. The identical survey notes that podcast listeners’ demographics (gender, ethnicity, and age) are diversifying simply as quickly. The curiosity in podcasts just isn’t solely an American phenomenon: Latin America and Asia Pacific, for instance, have seen outstanding development.

The purpose: podcasting creates new avenues for brand spanking new publicity to new audiences — and regardless of what looks as if a “crowded” podcasting market, in some methods it’s nonetheless in its infancy as a channel to succeed in and encourage audiences.

Constructing a discovered neighborhood 

Nothing beats sincere mental conversations.

A predominant (and understated) good thing about podcasting: Attending to have conversations with good, attention-grabbing folks. I’ve had many fantastic visitors of assorted backgrounds on my podcast, from whom I discovered a lot about totally different sides of enterprise. One week I’m speaking to a world-class professional about modern-day advertising and marketing; one other week on firm tradition; the subsequent about the way forward for work.

Past ideas associated to my core matter (government enterprise management points), I’ve discovered a lot about psychology, philosophy, well being, strategic considering, relationship-building, and far more. The visitors I’ve had on my podcast constantly remind me and my viewers that irrespective of how skilled chances are you’ll be in your subject of experience, there are at all times new issues to study.

Furthermore, the straightforward act of internet hosting visitors on a weekly podcast builds a way of neighborhood: I’ve expanded my community and audiences exponentially; constructed actual relationships I’ll maintain onto; and have obtained messages on how I’ve impressed others to realize their objectives. Even when a podcast is by default a one-way dialog, a neighborhood will get created the place folks can alternate, study and develop. It’s outstanding, actually.

Whether or not you’re a seasoned entrepreneur or a C-level chief, I consider podcasting might help your corporation develop.

My suggestion: Give it a strive. Begin with a mission and function— and who is aware of the place the podcasting journey can take you from there? 

Contributed to EO by Joseph Frost, an EO Nebraska member, who’s a decentralized entrepreneur, college professor of entrepreneurship, public speaker, and a four-time founder. He’s the founding father of Guided Outsourcing, a people-centric outsourcing enterprise, and YorCMO, the primary decentralized management advertising and marketing system. Joe has written about causes to decentralize your management workforce, methods to lead globally distributed groups and the way know-how empowers distributed groups to construct tradition.

For extra insights and inspiration from as we speak’s main entrepreneurs, try EO on Inc. and extra articles from the EO weblog.