You might not know this about me, but in 2016 I started a podcast.
It was called The Fine Point, and it was a podcast about hot and important topics in digital marketing.
We had some pretty incredible guests on that podcast.
Not to brag (well, maybe a little), but we had Larry Kim, Rand Fishkin, and tons of other super talented people join us to talk about all kinds of topics: their new projects, the industry, and so much more.
It was, hands down, some of the most fun I’ve ever had at work.
There are two critical points I want you to know about The Fine Point.
The first is that I had never listened to a podcast when I decided to start one.
Although I don’t recommend this approach, it did mean I was able to explore and build without any preconceived notions about what a podcast should be.
The second thing you should know is that this podcast is no longer in production, due to circumstances outside of my control.
It was like a big silky Sasquatch: here in all its glory one moment, slipping out of view the next.
I have no regrets. Everything turned out for the best, and I learned a ton about the benefits of hosting a podcast.
Interestingly, thanks to the increased exposure, I was subsequently asked to be a guest on several podcasts.
This time I’m actually not bragging. I bring it up because the experience has given me a unique 360-degree perspective on why it’s worth your while to be a guest on a podcast—and I want to share that with you.
Before we dive into the details around the WHY, let’s start with the WHAT.
As in, what is the deal with podcasts? Why are they a thing?
And we’ll toss a little WHEN in for good measure, to give you some background on the topic as well.
For full transparency: my perspective is colored by the fact that I have a lot of opinions about everything, have been doing marketing for a long time, and is punctuated by some interesting facts about this new-but-quickly-maturing content channel.
As I was researching this article, I ran across the origins of the word “podcast.”
I thought you’d find it as interesting as I did: it’s a combination of the word “iPod” and “broadcast” (PodcastHero.com). A nice little portmanteau!
You should also know that podcasts may seem new, but they’re not. They’ve been around for more than a decade (Forbes). We just hear about them a lot more often these days.
My theory is that as technology has improved, and content creation has taken the main stage for marketers, the barrier to entry from a producer side is low.
And as the volume of content on topics people cared about rose, we get to benefit from a perfect confluence of producers and consumers.
The result? Podcasts are everywhere.
Also, have you listened to the radio lately? It sucks. It’s absolutely terrible.
There is a statistic floating around about how 90 percent of people listen to the radio, and I’m pretty confident that if they’re doing so, it’s under duress.
(Editor’s note: This study pegs it at 93 percent.)
As a cord cutter, I have limited exposure to advertising.
And when I do happen to accidentally hear an ad on the radio, it makes me Charlie Sheen-level crazy because it’s downright insulting.
As I started exploring podcasts, I discovered they were like a “Make Your Own NPR” station. Stories, news, perspectives, arts, business.
Podcasting allows you to jump around comfortably with a much lower Sheen-crazy factor because even the advertising tends to be better targeted and less patronizing.
As someone who has sat on both sides of the microphone (Wait, don’t both the host and the guest have microphones? Whatever — you get my point.), I can tell you that there are a few key benefits to being a podcast guest.
All snark aside, I genuinely do encourage you to look for guest podcast opportunities relevant to your business.
It’s a way to gain non-text based exposure (great for reaching audiences who prefer audio consumption).
And without having to worry about the trappings of appearance that go along with video.
The most exciting part is that once you’re on a podcast, it becomes a virtuous cycle.
You get one, and now it’s easier to get another, and that leads to a guest blog post, and then a speaking engagement!
If you’re looking for a way to build your personal brand and authority, you can’t lose with podcasts.
Photo by Matthieu A on Unsplash
Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, she has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. She is currently the Founder and Managing Director of SuperDeluxe Marketing, a marketing, content, and thought leadership strategy agency on the outskirts of Seattle. Maureen has a Bachelor of Arts from San Jose State University, and her side projects have earned her an MBA from the School of Failed Startups. A frequent guest on podcasts and panels, she is passionate about unusual shoes, crafts, and good beer. In her carefully-guarded free time, Maureen loves exploring the beautiful Pacific Northwest with her daughter and husband.