I don't host my own podcast?
What's wrong with me?
I’m in the business of making podcasts. My company makes shows for non-profits and government clients, and I’m proud of our work.
I’m told all the time by business coaches, marketing experts, and others concerned with my success that I should host my own podcast. After all, if I'm in the business of making podcasts, it makes sense for me to have one, right?
One person told me a podcast was necessary to demonstrate my leadership in the industry. Another told me I should use a podcast to establish relationships with potential clients. Upon hearing that I work in podcasting, nearly everyone asks, “What’s your podcast about?” When I say, “I don’t have one,” their confusion is evident.
None of the people who tell me I should have a podcast actually work in podcasting, of course, nor do they have their own podcasts, so I take their advice with a grain of salt. (I’ve never had someone who works in podcasting ask me why I don’t host a show.) That said, it happens so frequently that I feel the need to explain.
The people who tell me (sometimes forcefully) that I need a podcast have an extremely narrow opinion of the medium. Namely, they see podcasting as content marketing and nothing more. Podcasting is so much more.
Before I go too far, let me clarify: If you host or produce a podcast as content marketing, more power to you. Podcasts can be highly effective content marketing, and there are hundreds of successful B2B podcasts — and podcast agencies — that do this well. I’m not saying there’s anything wrong with that.
I don't have a podcast for several reasons, not least because I know exactly how much work goes into making a good one. It takes time, effort, creativity, and personality to make a great show. My team and I put all of that into our clients’ shows.
I've had my own podcast; it was about craft beer. It's still around; it just has better hosts than me now. They are doing a fantastic job.
Honestly don't have time to host a show. But, if I did have the time, I probably still wouldn't use it to make my own podcast. My energy is focused on my business and my clients. I would be shortchanging them if I added producing and hosting my own show to the agenda.
The fact is, a podcast just isn’t the best way for me to provide value to my most important audiences. The idea of making a podcast to provide some benefit to me has never interested me. I love podcasting because of the opportunity the medium offer for providing value to an audience.
As a professional in this industry, I know that a podcast’s ROI goes way up when the host and producers approach it as an audience engagement mechanism rather than a content marketing play. In other words, when you focus your podcast on meeting your most important audience’s wants and needs rather than your own, listeners will do almost anything you ask of them. Your audience can become fans — and they can provide measurable value to your organization’s goals and objectives.
Your audience deserves your time, attention, and energy. At this point in time, I just don’t have that to give to my audience.
Maybe one day I’ll host a podcast again, but not today.