Among the many themes present throughout INBOUND this year, it seemed like podcasting especially was in the spotlight. Maybe it was the large HubSpot Podcast Network area with an espresso machine next to a recording booth or it could have been the large “podcast stage” with a large team of dedicated producers. Whatever it was, it was impossible to walk out of there without a few thoughts on how to improve your podcast or what you should do to start your own. As I was organizing my notes, there were five takeaways that stood out to me, hence the title of this blog post, and here they are.
1. Your Company’s Podcast Shouldn’t Be An Ad
You shouldn’t be trying to trick your audience into listening to your podcast just to get them to hear an ad for your company. Your podcast is an extension of your brand that builds an intimate connection with your audience. It should deliver some value to the audience. Think of your podcast as a gift to your audience and your guest. When you try to make your podcast too much of an ad, you sever that connection with your audience and your “gift” to them starts looking a lot more like a lump of coal. People listen to podcasts for two main reasons which are to be entertained and to learn something new; neither of which is to listen to an ad.
If you’re struggling with how not to make your podcast a great big ad, focus on the why of the podcast. Your show should also be about more than just what the host at your company thinks, it can be about something bigger such as your values. If you want to educate people about a topic, you should probably pick something you will also be interested in learning more about. Your genuine curiosity can be felt by your audience and that can be infectious (in a good way). Thank you to Nadjya Ghausi from Descript, Karen Burgess from Pacific Content Company, and Michael Gilday from Deep Vibe for covering this so well!
2. Niche Down With Your Podcast
John Lee Dumas and Emily Thompson explained why your podcast is your chance to dominate a niche, but before you can do that you need to narrow down that niche. If you want to cover a big idea, there’s a good chance a lot of other people are already filling that void. However, if you can find the underserved niche of that big idea then you are off and running. Now that you’ve got some momentum, don’t stop refining that niche, try to niche down multiple times until you arrive at a nook that you can capture entirely. As part of your process of narrowing things down, consider how your podcast format, structure, naming, guests, etc. can set your podcast apart. For example, MarTech Platform Innovators is much more specific than Emerging Marketing Strategists. You can listen to John and Emily’s full conversation on the Entrepreneurs on Fire right here!
3. Building a Podcast Community
Because of the intimate nature of podcasts, they are the perfect building blocks for forming a community. If done correctly, your podcast can become your audience’s favorite show and something from your company that people want to listen to. There are many ways to start cultivating that community and there are no right answers. You could start by simply adding all of your guests to a Slack or Facebook group and stirring the pot whenever a new episode comes out. Thinking larger-scale, as your podcast develops a following, your audience will need a place to discuss their takes on the ideas from the podcast. In this case, you could create a Discord group to nurture that community and be able to keep your finger on the pulse of the community. Your audience already enjoys engaging with your ideas and can become a self-sustaining entity if properly supported at the beginning which will bring more people into contact with your company. Karen Burgess and Michael Gilday did such a great job breaking this down in their talk with Nadjya Ghausi.
4. Connection, Connection, Connection
When Yamini Rangan, the CEO of HubSpot, took the stage on Wednesday and delivered the opening keynote speech, she emphasized the importance of connecting with your customers. As time went on, I would notice that connection was a massive thread woven through the rest of the event. Whether you’re the CEO, Director of Marketing, or a salesperson, there really isn’t a better way to connect with your customers than through a one-on-one podcast conversation. With a podcast, each person has the full attention of the other and if everyone feels comfortable, they will be open and share their genuine thoughts and opinions. Through this connection on the podcast, the guest whether it be a customer or prospect now has a personal relationship with the host that will last a long time.
To learn more about how to develop better connections with your guests on your podcast, check out Ethan Beute‘s episode of Creating The Greatest Show!
5. What the HubSpot Podcast Network Means
The creation of the HubSpot Podcast Network is a sign that big companies are seeing the value of both having a podcast and being associated with podcasts. HubSpot has seen the impact that this medium has had throughout the B2B world on ROI, thought leadership, and credibility building. This news should be the flashing light to alert every B2B company that they will need a podcast in the future, and there’s no time like the present to get started. While the HubSpot Podcast Network is not a production company or promotion agency, it is clearly a great way to get your podcast and your name out there. You can apply to have your podcast featured on the network here.
Some, not all, of the sessions from INBOUND are available as on-demand videos for people who attended physically or virtually. You can access those recorded sessions by logging into your INBOUND account here.
6. Bonus Takeaway: Jimmy O. Yang Is Funny
Is this bonus takeaway podcast-related? No, it is Jimmy O. Yang-related. You already got the five podcasting takeaways I promised, but if you really want more info on podcasts you can contact Casey Cheshire below or set up a meeting time here. With that out of the way, I can get back to Jimmy. I have enjoyed Jimmy O. Yang for a long time, having watched his specials and listened to some of his podcast interviews (I guess this did have a podcast tie-in). I was so excited to hear that he was performing at INBOUND and I was ecstatic when the time came on Thursday night for him to perform. Suffice it to say, he killed it. I had found my way into the second row and I was dying (from laughter) from beginning to end. Whoever booked Jimmy for INBOUND, thank you.
Want To Learn More About Podcasting?
Check out this article I wrote about how to prepare your guests for the podcast so they’re comfortable when it’s time to record. If you’re REALLY interested in starting a podcast or having someone else do all of the work for your podcast, you can contact Casey Cheshire here or just hit that chat button in the lower right-hand corner of your screen.
