Episode: 345 |
Will Bachman:
Podcast Strategy:


Will Bachman

Podcast Strategy

Show Notes

If you are setting up a podcast or blog, here are strategic questions to consider. Question 1 is discussed in Episode 344, and Questions 2-5 discussed in this episode.

1. What is my objective? (Covered in Episode 344)

2. Who is my target audience?

3. What content does that audience want?

4. What will be the format of my podcast or blog?

5. What should I name my podcast or blog?

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Will Bachman 00:02
If you are thinking about creating a podcast or some other form of content on a regular basis, you should think about what is the reason that you’re deciding to do this. And we talked about those reasons or possible reasons in yesterday’s episode. And today, I want to take the next step and say, once you’ve thought about the reasons why you’re creating a podcast or other form of content, here’s some additional questions to ask. So number one is, who is your target audience? Number two is, what topics are what content would your target audience want? And number three, what’s the format of your content? And number four, what’s going to be the name of your podcast, your show, your blog, and so forth. So my talk each one of those in turn. So this is, you’ve already thought about some of the reasons why you’re starting it. Now let’s talk about what is your target audience. So this is going to depend on the objective, and let’s just talk about podcasts. So what what’s the objective for your podcast, if it’s purely to learn about a topic, or to build relationships with potential clients, you may not be that concerned about your target audience. And that would be fine, right. So, you know, getting a large listener base, may not really be that important to you, and then you shouldn’t worry about it. But let’s say that your, one of your goals was to get potential clients to hear your show and then reach out to you. Or that you have a marketing funnel for some other kind of paid product other than your consulting services, you’re maybe you’re selling a course, you’re selling some other kind of product, well, then you care about who your target audience is. your target audience might be potential clients, it might be potential partners, or other kind of referral partners. So think about who that target audience is. And the more specific the target that you can get, the better. So I’ve asked this question before to folks. And they said, Well, my potential, my target audience is potential clients. That’s not the greatest specificity. So can we get more specific it might be I’m going my target audience is chief financial officers at mid market private equity firms. Okay, so that’s starting to get specific, or my, my target audience is, you know, heads of supply chain at midsize manufacturing companies based in the southeast United States, because that’s the kind of client who I serve. Okay, so now we’re starting to get specific, the more specific and get the better. And if possible, even come up with a sort of an avatar or a persona of that target audience. If you can think about a specific individual that your show is going to be for, that’s even better. You know, what’s that person look like? How old are they are? Where do they go to school? What are their previous jobs been? How do they spend their time? What sorts of audio books or podcasts or other, you know, content do that person listen to? Are they on Facebook? Are they on Twitter? Are they on LinkedIn? Where do they spend their time? Okay, so let’s say that you’ve come up now with a really specific target audience, and you have even one specific persona in mind. What does that target audience care about? What’s interesting to them? You know, obviously, you’re, if you’re going to be selling a potential product than that target audience, you’re looking for a target audience that might buy that that product that you want to sell. So you want to be you’re creating content topics that are somewhat related to that, most likely. But what’s your target audience interested in? So for example, if you were focused on getting potential clients, you wouldn’t necessarily talk about things that are interesting to you like how to be a, how to be a management consultant, or you know how to do consulting projects, you’re more focusing on perhaps what’s the value of how do you find consultants how to use a consultant, you know, how do you use consultants effectively? How do you accomplish other objectives? So what’s your target audience care about? Number three, what’s the format of your podcast or of your content? So here are some potential formats to consider. And I’ll put a link in the show notes that give some more more kind of pros and cons about each one of these. And I got this list from costos.com ca s to s comm slash podcast hyphen format. So the most common is a one on one interview format. So you have a guest on the show and regular listeners here will know that that’s the typical format of this show. Number two is a monologue. Now monologue is okay. Particularly, it’s a little bit shorter. A great example of a monologue show is Seth Godin, his show akimbo, Scott Galloway also has a hybrid show the property show where the the first half tends to be a monologue, and then he does a one on one interview the second half of his show. So monologue can be great. If you have a lot of content that you want to share yourself, it could get a little bit old after a while people just listening to you, it’s maybe more work because you’re writing all this content. But particularly for you know, if the episodes are a little shorter, or you have a large amount that you personally want to share, people want to hear from you in particular, that can be a good one. Three is a conversational co host type show where you and a host have a diet discussion together. And it’s typically the same two co hosts each episode. My my son, in fact, with his friend, Diego, are co hosts of a show. And that’s a very successful show where they occasionally will do interviews of authors. Their show is the Half Blood report, where they talk about the universe of Rick Ryan, you know, so that can be effective format, particularly if there’s some camaraderie, and the two people have, you know, a lot of some topic to discuss, so, so particularly if you’re discussing the news, another show is by my sister in law, Naomi Soto, who, with her husband does Polly log, which is they listened to the Sunday new shows, and they discuss it afterwards. So that those are a couple examples. Number four would be a panel show where you bring on a group of guests on each episode, I think that’s a little bit harder to manage. If you’re thinking about that, you get more more points of view. But it’s also logistically more difficult because you have to actually arrange a call with more than one person. And every additional person you add, there’s more constraints on the scheduling. There’s also just the logistically a little bit more difficult to really go deep on a particular topic, you can ask one person a question, but then you feel you have to kind of go around and ask every other person, what’s your point of view on that? What’s your point of view, and that can get a little bit old, and it’s harder maybe to go deep. But for certain types of topics, it could be a nice way to get more people on your show in a limited amount of time. Number five is non fictional storytelling. So I think of that as a broad category of usually more highly produced shows that such as This American Life, or that you might hear on the radio, NPR, where your might have some interviews, some first person monologue, talking about the research that you’ve done. And that typically is a bit more effort to produce. It could be, you know, higher, higher impact, it’s a bit more getting into the world of being a documentary. Number six is a repurposed content. So if you’ve given speeches, you’ve given talks, you could think about taking snippets of those and turning them into a podcast, or, you know, some other form of content. So then you’re relying on a library of material you already have. And number seven is other. So there’s probably, you know, other formats of shows that you could think of beyond these. So thinking about the format of your show. Once you’ve thought about who, number one who is your target audience? And what sort of content are you going to share on your show, and what’s the format of your show, you can come up with the name for your show. So you want to have a name that is specific enough to suggest your focus. But ideally, that it’s also open enough. So that you can your show can evolve over time. And that at once you’ve done 10 or 20 episodes on that first topic, you might be wanting to expand your brief a little bit. And in sort of go beyond that, but not be completely outside your, you know, the title of your show. Because then when you’re inviting guests on, or what have you where people are considering your show, you know if your show is sort of change management, your post merger integration in the pharmaceutical industry, and you decide to do a show on post merger integration in the energy industry, all of a sudden, it’s a little bit outside your brief. So pick a name that is specific enough, but still open. Also want one that’s not already taken. So you can search on, say iTunes podcast to see if there’s any shows with that title already. And ideally, one where you can get the domain name, where you can get a.com or at least some version of the.com. So those are four questions to ask yourself as you are setting up your your content if you’re thinking about starting a podcast, or a blog, or some other kind of regular content creation. So hope that was helpful. This has been Unleashed the show that helps you thrive as an independent professional, and I’m your host Will Bachman Unleashed is produced by Umbrex and you can learn more about what we do connecting independent management consultants with one another@umbrex.com

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