The way we consume information and interact with each other has changed considerably over the last decade, even more since the pandemic started. While it may have been easy once upon a time for senior executives to get interviewed on TV, radio, or in a magazine to build their personal brands and attract opportunities organically.
These days it has become challenging for senior executives to share their ideas and connect with their ideal audiences.
But all hope isn’t lost. There are still avenues that can be leveraged to help you achieve those goals. Podcasting is a medium that can help CEOs drive traffic to their businesses, demonstrate their expertise, build their brands, grow organic relationships with other thought leaders and attract lucrative opportunities.
Podcasting makes it easy to connect, engage and directly add value to the ideal clients in your niche.
If you’re a CEO who’s new to the world of podcasting, it can be hard to know exactly how you can benefit from investing your time in this activity. Here are three ways podcasting can directly contribute to your business.
Build your content creation engine
Busy executives rarely have the time to create content that drives business growth. But with podcasting, they can easily create one month’s worth of content in two hours.
After creating the content, with minimal effort, a podcast episode can be sliced into different formats and distributed as transcripts (great for SEO), blog posts, infographics, picture quotes for Instagram, short quotes for Twitter, short videos for LinkedIn, Youtube videos, Facebook posts, Tik Tok memes and more.
Podcasting makes it very easy to appear omnipresent in the eyes of your ideal audience. With the increased visibility, you can quickly build the know, like, and trust factor and shorten the sales cycle in your business.
Reinforce your celebrity expert status
Appearing as a guest on a podcast or hosting a podcast is an excellent way to quickly differentiate yourself as a leader and celebrity expert in your industry.
Though you may have the necessary credentials and experience to qualify as an expert in your industry, it is common knowledge that the expert that has the best name recognition in any industry is the one that can charge the highest fees and have their pick of the best clients.
Many senior executives would love to have high-paying speaking engagements and consultations fall into their laps regularly or connect with other high-status executives and thought leaders.
The truth is without a platform to share your message; you can’t achieve the celebrity status that helps you leapfrog your peers in terms of income and name recognition.
With podcasting, you can easily create a media platform or leverage other people’s media platforms to build your name recognition and connect with your ideal clients.
For example, the wall street investment bank Goldman Sachs hosts the ‘Exchanges at Goldman Sachs’ podcast, where the firm’s senior executives, including their CEO, take turns to share their thoughts on several issues that affect the world of business and finance.
The show is downloaded in over 130 countries and is one of the most popular podcasts in the investment category on iTunes.
Even though Goldman Sachs does not have an active presence in 90% of the countries their podcast reaches, it’s safe to assume that whenever a listener has a specific problem in the world of high finance, they instinctively look to Goldman’s top executives’ for solutions.
Engage with your team on a deeper level
According to Gallup’s State of the Global Workplace, only 15 percent of employees are engaged in the workplace. That means 85% of the global workforce is not actively involved in their work.
The COVID-19 pandemic and dramatic shift towards a remote work culture have contributed to employees’ lack of engagement. This means that the current state of employee engagement is at an all-time low compared to previous years.
Our work with several senior executives has shown that internal podcasts catering to an organization’s employees have helped improve team communications.
That’s because podcasts allow people to voice their diverse concerns so that their issues can gain added visibility and be directly addressed by senior leadership.
When employees contribute their experiences and stories to the broader organization, management teams can make better decisions concerning staffing, career development, rewards, and recognition.
This is especially important once an organization grows beyond a certain point, and it becomes impossible to have a personal connection with every employee.
Hopefully, this has given you a small taste of the many advantages of leveraging podcasting to grow your authority, influence, and business.
Commentary by Chi Odogwu. Here’s what you’ve missed?
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