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Think about the last conversation you enjoyed.
What was it about the convo that you enjoyed? The interplay between your ideas and the others? The way you felt seen by the other person’s questions?
Did your conversation have a script? Did it even have a bulleted outline?
No. It was a genuine conversation with the implicit goal of helping each other progress.
Most (business) podcasts fail by focusing on sales (leads) and not helping their audience make progress (which eventually leads to “sales”).
This results in content about the business (e.g., services/products) and fails to meet the audience in the middle. There is no interplay between the ideas in your head and the ones shared. It’s all about what the host wants to share and driving business outcomes.
But why do a podcast if it won’t drive me leads? Ironically, when you create a show (podcast) that speaks to things your audience cares about, it does drive leads. But not in the short term.
And that’s the first mistake many make with podcasting. They think it will drive business outcomes instantly.
Rarely will a podcast help you drive leads within the quarter. Content, in general, is a long game. If you need quick results, invest in paid or sales.
The difference between paid or sales that a podcast provides is threefold: accessibility, expertise, and resonance.
Accessibility from a podcast comes in the way you can repurpose the content. You can release the hour-long interview, share 60-90-second segments, and write an article from it. This makes your ideas, concepts, and theories available to those who read, listen, and watch.
The second difference is the ability to build expertise. Paid ads and sales stink at building credibility in your buyer’s mind. If anything, they have the reverse effect unless you educate with your ads (which few are doing). A podcast provides the platform to show your knowledge and put your expertise on display.
Finally, a podcast creates resonance with your audience. How close does your audience feel to you when they see your billboard? What about a 45-minute intimate conversation? Brand affinity is built by podcasting (long-form content), making you feel closer to the person/brand.
Even when you realize it’s a long game, you can still fail with podcasting if you ignore this critical piece…
Without a premise, a podcast struggles to answer the important questions of “What is this?” and “Who is this for?” Sure, you can say you’re a podcast on improving yourself, but then why the hell are you discussing Herbalife? Is this a nutrition show?