Not Another One! Why We’re Starting a Podcast and you Should Too

The rise and rise of podcasts has meant that everyone wants one, but not everybody does them well. Tom Horn explains how to make podcasts a success and why we’re starting our own.

“We’ve started a podcast” is not a sentence which bodes well for many businesses.

Many firms that start one don’t have a clear topic, plan for growth, or most importantly a purpose.

It’s for this reason that 90% of all podcasts don’t make it past episode three, and many ought to have stopped at episode zero.

There is no easier way to lose credibility and respect than blathering away in a self-indulgent way about whatever’s at the forefront of your mind at any one point. It’s personally and professionally embarrassing.

However, with a well thought out strategy and a clear purpose a podcast can be an extremely useful tool for profile raising and brand building. Just make sure you have something relevant to say.

At Tarleton, one of our key roles is to help our clients build strategies and find their voice, through podcasts, PR, public affairs and more.

We’re always looking for new ways to do this, and to seek out new audiences for our content.

So, we’re starting a podcast.

Really? After everything you just said!

Yes. Although there are many pitfalls and lots of competition, if done well, there’s never been a better time to launch a podcast for your business.

Audiences are changing, and the way they consume information is diversifying. Print media is still a valuable publicity tool, but it is far from the only one available anymore.

Specialist longform content has found new homes on platforms like Substack and LinkedIn, as well as in audio form, while shortform video has also seen a surge in demand. Podcasts are a crucial part of this new media environment; they’re listened to by 32% of adults and rising, which makes them impossible to ignore.  

In 2024 it would be unthinkable for a business to succeed without a website or social media platforms, soon ‘new media’ like podcasts may be added to this list.

A podcast isn’t the right fit for everyone, producing one is a very intensive process (as I now know) and not all audiences can be reached via podcast. This makes it important to think about whether it’s a good use of your precious time, or whether it’s likely to become a vanity project.

The key is to have a clear purpose and strategy, which will keep your content focussed and relevant and attract the right audiences.  

Not sure how to do that? Luckily, there’s a new podcast which can help you.

Our show, Turning Up the Volume: The Communications Podcast, will guide you through how to build a strategy as an SME.  

This is no small task, so we’ll be breaking it down into bitesize chunks each week:

·      Why build a strategy?

·      Vision, mission and objectives

·      Segmentation and targeting audiences

·      Positioning and messaging

·      Tactics

·      Measurement and evaluation

Think of it as your very own guide to communications and strategy, packed with useful tips for how to build your brand and grow your business.

Our first episode launches on Monday, I hope you’ll join us.