Did you listen to a podcast this month? If so, you are certainly not alone.
A recent HBR blog notes that more and more professionals are tuning into podcasts as an information-packed complement to their daily commute, workout, or chores. Indeed, there are now an estimated 660,000 podcasts and 26% of Americans listen to at least one per month. As a result, podcasts have become a powerful marketing tool and a targeted way to spread your message to audiences ranging from talent leaders to bookkeepers to attorneys.
There are three basic strategies when it comes to getting on the cyberair. One is to find someone who wants to interview you. The second is to do what you need to do to have the podcaster ask you to be a guest. The third is to create your own channel.
If you are the guest on a podcast, try to avoid these mistakes:
- Be sure you understand the audience and why they would be interested in what you have to say.
- Do some homework on the platform and interviewer.
- Test the technical system (Hangout, Zoom, etc) before hand.
- Find a place that is a professional environment and quiet so that there are no background barking dogs, kids or sirens. If you will be on video, be aware of the set and your clothes, eliminate any background distractions and look into the camera with the right body language.
- Use a headset and microphone.
- Request a set of likely questions you will be asked as a framework for discussion.
- Keep you answers neither too short nor too long.
- Take a stand and don't be afraid to be controversial. On the other hand, don't step over the line.
- Be sure you include a call to action for further information.
- Use the content as part of your digital marketing plan to build personal and professional brand equity.
Creating podcasts is a good way to be a compensated connector. Content marketing is about content and marketing. Be sure you know how to do both correctly.
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Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs.