SHOW / EPISODE

Why Podcasting is the Next Big Thing with Dave Jackson of the School of Podcasting

39m | Jan 26, 2021

Podcasting is a secret weapon for marketers looking to build trust and authority. Learn how to create trust and value as a podcaster from hall of fame podcaster and podcast consultant, Dave Jackson.

Dave’s Podcasting Story

Dave has a corporate teaching background.
As a nerd, building websites, he started getting interested in marketing.
A friend told him to check out podcasting because it was going to be “the next big thing.”
Dave started a podcast to try it out, and he got a message from someone in Germany.
Dave immediately decided that he loved podcasting and has been doing it ever since.
Dave is now a hall of fame podcaster.
Podcasting is slowly becoming more and more mainstream. It’s still “the next big thing.”
In recent years, more people are now understanding what a podcast is.

How Podcasting Creates Trust and Authority

Podcasting is a lot of work, and releasing an episode on a consistent basis shows that you are consistent and reliable.
As a podcaster, you become a part of the routine of your listeners.
Your audience has an intimate relationship you as they listen to you over and over again.
They start get to know you and feel a connection to you as you talk about yourself and weave personality into your show.
Podcasting is a tool for vulnerability and authenticity.
Deliver value to your audience!
The key to trust is communication. Keep your audience in the loop.

How can you Create Value as a Podcaster?

Step 1: Why are you starting a podcast?
Step 2: Who is this for?
You need to understand your target audience and the type of person that wants to listen to your show.
Create content for a very specific group of people.
Don’t waste your listeners’ time.
Not every episode is going to be incredible.
That said, sometimes your audience will surprise you with what they like.
You are the goalie and your audience is the net. It’s your job to choose which balls get past you and make it into the show.
Be willing to not publish a show if it isn’t right for your audience.

Podcast Editing

Edit your show!
Take out anything that doesn’t deliver value to your audience.
Don’t waste the time of your audience. Make sure that the content you produce will be something they’re looking for.
Mount Rushmore was a bunch of rocks before it was edited.
If you plan more, you’ll need to do less editing. If you do less planning you’ll need to do more editing.
Find the low hanging editing fruit.
Take it out if it doesn’t provide value.
Take it out if it’s distracting.
Take it out if it is an obvious, easy, thing to remove.
If 1,000 people listen to your podcast and you cut out 1 minute… You just saved 1,000 minutes.
People want to get to the good stuff!
Podcast intros are good. New listeners need to know where the show is going.
Answer the question: “why should I listen to this guy?”

How can a Podcast help a Brand?

Answer commonly asked questions! When people reach out to the company and ask the question, you can point them to your podcast as a resource.
They’ll then start listening to other episodes of the show.
When they come back, they’ll be educated and more loyal to your brand.
Get your CEO and leadership to come on the show.
It’s not very often that your customers get a chance to learn from and listen to the CEO.
Getting to know the person leading the company can help people trust the company more.
Your podcast is NOT your business. It’s your business card.
… and it works 24/7
Create a podcast that your ideal audience will listen to.

Sponsors and Podcasting

Be careful!
Only have a sponsor on your show if you like the product and you think that it’s the right fit for your audience.
It’s the little things that will help you build trust.

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