Founder EASTWEST PR and Host of the SPEAK|pr Podcast
Podcasts are for everyone. There are millions of podcasts on the internet, many of which are the audio products of established media players, and some which have been grown by KOLs, and statistics show that podcasts are becoming one of the best ways to position yourself as an authority figure and to get your message out one-on-one. Why? Because podcasts are now a brilliant platform to have in-depth conversations. On average, an article that appears in a newspaper or trade press may only be 500-800 words long, but a podcast of 10-20 minutes could be 1,000-2,000 words. Also, with podcasts, there is a chance to build character and display empathy. Listeners get a sense of the personality behind the brand, which is sometimes impossible with an article written by a journalist.
Where to find podcasts and how to get on one
There are over one million podcasts available, and some of them are becoming media entities and media channels in their own right. To become a guest on one, the trick to finding the right podcasts is to first begin by doing some research. Through looking at Spotify and Apple, which are two of the main platforms for podcasts, you will be able to find the leading ones in a particular niche which you can drill down on. That’s why the SPEAK|pr program talks about the need to define the avatar, to be clear about the audience you want to speak to. The next step would be to figure out how to get on these podcasts. One way is that the podcast reaches out to the guest. The other option is that the guest reaches out to the podcast. By looking at the profile of the podcast, the contact details will be listed, so it’s easy to reach out to them. Many use Libsyn and with Buzzsprout, and these display links to social media. It’s not so difficult, because the whole goal of these podcasters is to be found as well to find a new audience themselves. One podcast explains it really well, that podcasters are looking for other podcasters to connect the audiences together.
The impact of algorithms on platforms like Facebook is that search engines give information and websites people are already looking at. So to break into a new market, one has to proactively reach out and get on those other podcasts, because they’ll have their own listeners. They’ll have their own community that may not be finding or being served other content, so the goal is to demonstrate the value you can bring in terms of thought leadership and content, but also package their community so that it’ll be interesting for the host and the listeners.
This is done for a couple of reasons. The first is that you want to be seen as an authority. The second is that the content from a blog post helps with the search engine optimization of a website, because the content from the podcast will have show notes. From a transcript of that, it can be turned into an article which can be shared as a newsletter or as a blog post. The secondary function is that most podcasts are syndicated. When putting content onto Buzzsprout, it goes to Google, iHeartRadio, Apple, Stitcher, and with those different directories come the links. This creates a place within the overall world of the internet search engines, so the search engines that are now powered by AI can connect these dots together and identify that you are being read about on LinkedIn or a website and being spoken about on podcasts. The key point about content online is that it’s all connected. It doesn’t exist in the silos, and being in a podcast or being mentioned in an article is just like being featured in a YouTube video. It helps create another cache of content for these search engines.
Platforms to get you on these podcasts
To get on a podcast, one can simply reach out to the podcasters. Though it takes some research, there are also some platforms or directories that make it easier to get on a podcast. One is called Poddit, and for free, you can be listed as a guest, or you can also pay to upgrade for just $29 a month. You can put more details about yourself, your show, your bio, and your photographs onto their directory. There’s another very comprehensive website called Podcast Guests on which, for $10 a month, you could be listed and they will match you with other podcasts within your category which is whatever niche you’re in or whatever you can speak about. There’s another one called Expert Bookers, and it charges a $499 per month to get you as an interviewee on a podcast. It’s a fair amount of money, but think of it this way: Park Howell’s Business of Story podcast has 50,000 downloads per show. Entrepreneurs on Fire by John Lee Dumas generally amasses over a million downloads per show. If you were to get onto one of their shows for the equivalent of $250 or £180, if it’s the right audience, that could be give you fantastic ROI for something that lasted only 20 minutes. After that, you get an article, you get audio that you can cut and make into little segments, and you can use a platform like Lately to make audiograms and retweet those.
In the SPEAK|pr methodology which talks about Storification, Personalisation, Amplification, Engagement, and Knowing, podcasts are part of Engagement. They’re part of the content creation and amplification. Creating audio of you and your story and how you make your clients into heroes is an indispensable and increasingly possible medium. You can do it yourself. You can do it with platforms. You can go to people that already have podcasts rather than creating your own. Creating a podcast takes a lot of time, effort, and some money, and indeed, the challenge is finding people to listen to you, so leverage the existing podcast network that’s out there already, at least to start with. There are over a million podcasts to choose from, and the key really is to look at the avatar. Identify who your audience is. From that, you can use the tools and the search engines to find out where they are, and then you can reach out directly or use these platforms to help you to find them, and more importantly, to become a guest and share your expertise with those listening.