Once you have mastered the art of designing events and your clients treat you as a trusted partner, the next step is hosting a podcast to cement your organisation’s credibility.
The purpose of a podcast is to demonstrate true thought leadership. Just as a good event does not rely on internal experts, a podcast is most effective when it illustrates the power of your organisation’s network and the depth of its knowledge.
It is an opportunity to show your organisation can persuade industry titans to spend half an hour talking to you. You have the intellect to engage at their level and to show you are concerned about the future of the industry.
Podcast are growing in popularity because they fill a need for deep conversation between industry experts. This makes them a great way to build credibility for you and your organisation within the industry and your network.
Aim high
A podcast is most effective when it talks not to your clients but to whom they are targeting.
That’s why The Professional Investment Podcast does not talk to asset managers – even though these are Moore Squared Communications target clients. We talk to the clients of our clients – the asset owners.
We understand the issues our clients face because we understand the issues faced by their clients. It makes us authoritative and credible.
Brand and editorial control
In this age of AI and online tools such as Canva, it’s easy to come up with hastily put together podcast name and brand identity.
Resist this temptation. Invest the time and resource needed to create a name and a brand which is simple to understand, even in the technical world of pensions.
Editorial control is also important. Much of our industry is highly reliant on sponsorship both to improve brand recognition and to generate revenue.
If your podcast is successful, sponsorship opportunities might become a way to monetise your podcast but without diluting your editorial vision.
A podcast is not for Christmas
A podcast requires commitment. When we started The Professional Investment Podcast, a political journalist told us if we made it past 21 episodes we would make it into the top 1% of all podcasts.
Few have either the stamina or the creativity to keep a podcast going for years but that’s what it takes to build brand recognition in a heavily saturated market.
A podcast is a cost-effective way to build brand recognition but you need to recognise it will take time before you will see the benefits.
Steve Bartlett has said his Diary of a CEO did not gain many followers to begin with – only gaining traction over the past few years.
If you would like to talk to Moore Squared Communications to either review your current podcast or designing your own podcast, get in touch!
