Harnessing podcast opportunities for thought leadership

From true crime stories and marketing tips to technology innovations, podcasts have been on the rise for a decade. As digital audio consumption continues to grow, the latest forecast from eMarketer shows the amount of time spent listening to podcasts is benefiting. The research revealed that podcast listeners ages 18 and older are spending an average of 51 minutes per day consuming podcast content. That is up 6.9 percent compared to a year ago. And by 2025, eMarketer forecasts it will rise to 56 minutes per day.

In turn, thought leadership through podcast mediums has become a crucial aspect of establishing authority and influence within various industries. As information consumption shifts, podcasts have emerged as a powerful medium for thought leaders to share their expertise, insights, and experiences with a global audience. 

Understanding thought leadership and the power of podcasts

Thought leadership is about being recognized as an expert in a field, someone whose ideas and opinions are respected and valued. It goes beyond promoting a company and involves contributing valuable knowledge and insights to a specific industry, as well as shaping conversations around relevant topics and newsworthy trends. 

Podcasts have been ideal for thought leadership due to the fact they offer a conversational format that allows the leader or spokesperson to connect with their audience on a more personal level. Rather than a 30-second sound bite from a broadcast interview or one to two lines in an online article, podcast listeners naturally gravitate towards being more engaged and attentive when consuming content through audio because it is more of a conversation and less a statement. This, in turn, makes it a strategic platform to deliver a message effectively.

Additionally, podcasts have a wide reach and can be accessed conveniently by people around the world. Whether they tune in during their daily commute, while running on a treadmill, or doing an annual spring clean, a podcast is essentially a companion in someone’s everyday life.

Preparing for podcast opportunities from a thought leadership lens

Given the wide range of podcasts, before someone dives into opportunities, they must define their thought leadership goals. What do they want to convey through doing this particular podcast interview? For example, someone with an opportunity on Harvard Business Review’s IdeaCast would want to tailor their points towards management and leadership versus Blake Morgan’s The Modern Customer Podcast, which would be specific to customer experience. 

For most leaders, there’s a wide range of subjects they can speak to. They must look for shows with a significant and engaged audience that aligns with their target demographic. Another issue we see clients come across is limiting themselves to tech-related podcasts because they think that is what will most align with their brand. But there are tons of podcasts out there, and exploring other verticals, such as business tips, founders' stories, fundraising tips, HR insights, or any area where expertise can shine, is a great way to reach new audiences and not stay in the silo of one vertical.

Once someone has selected potential podcasts, then comes tailoring the message to resonate with each show's audience. Research the host's style and listen to previous episodes to understand the content they prefer. Do they tend to ask a ton of questions, or do they tend to be more conversational? Is the show’s tone funny or more serious? 

Nailing a podcast interview

This should go without saying, but preparing for a podcast interview is crucial to ensure a lasting impact. Anyone who chooses to go on a podcast should familiarize themselves with the show's format and be aware of any do's and don'ts the hosts might have. We suggest that our clients practice in the mirror beforehand to articulate their key points clearly and concisely.

During the interview, seize the opportunity to deliver a message effectively. Use storytelling and anecdotes from experiences to illustrate insights and provide valuable takeaways for the listeners. More or less, someone should aim to show that they are, in fact, a person – a dynamic person with experiences that humanize them. Engage with the host, be authentic, and share a passion for the subject matter.

Amplifying podcasts after the interview

Work doesn't end with the podcast recording; it's really just the beginning. Once a podcast episode has aired is when the real thought leadership opportunity arises. Leverage social media platforms to promote the episode and reach a broader audience. Engage with followers and encourage them to listen and share the podcast.

Pick out certain quotes or sections of the podcast that most resonate. Collaborate with podcast hosts to explore cross-promotion opportunities. This can include promoting the episode on each other's platforms, conducting joint webinars, or co-authoring articles related to the podcast's topic. Repurpose the podcast content to maximize its impact. Translate the episode and turn it into a blog post, create quote cards for social media, or use excerpts for company newsletters. 

Podcasts offer a valuable avenue for establishing thought leadership and connecting with a global audience. By sharing expertise, insights, and experiences through this more intimate medium, it builds credibility, inspires, and helps to elevate someone’s voice in their industry. Embrace the power of podcasts as a PR tool for thought leadership, and watch a thought leader’s influence soar.