As a lawyer, one of the most important things you can do is to cultivate your reputation as a credible thought leader in your space. That’s where content marketing comes in. Having a blog to showcase your expertise and connect with your clients and potential clients is essential. If you want to stand out, reach a wider audience and diversify your content strategy – a podcast is a great way to do so. They are exploding in popularity, and according to MusicOomph, over 100 million Americans are weekly podcast listeners. In this post, we dive into 6 compelling reasons why lawyers should start a podcast:
1. Podcasts are personal and humanizing
Thought leadership in any form is key for a lawyer. Positioning yourself as an expert will help you connect with an audience and allow them to view you as a real person, with knowledge that can help them. Even better than the written word, though, is audio. You can share the same information that you would on a blog in a podcast, but with more personal touches that can resonate. In audio form, you can better communicate your personality and your passion on certain subjects. Potential clients will feel like they’re really getting to know you, connecting with you, and therefore developing a deeper level of trust.
2. Podcast listeners are a highly engaged audience
Did you know that 80% of podcast listeners report listening to an entire podcast episode? That’s because if people take the time to research and subscribe to a podcast, the topic really interests them. If you can provide information that people find truly valuable and helpful, you can count on listeners tuning in and engaging with you on a weekly basis. Think of a podcast as a way to reach an audience that’s already raised their hand saying they’re interested in what you have to say. When you consider an overall client journey, engaging with people via podcast means you’re already well down the path.
3. Podcasting will expand your own network
One of the tactics that will keep your podcast interesting and fresh is interviewing other experts. This not only provides valuable and fresh insight to your listeners, but broadens your podcast’s reach. When you interview another professional on your podcast, it provides you the opportunity to build a rapport with their own audience. Therefore, always make it easy for your guests to promote the episode to their own professional network.
4. Podcasts enable lawyers to develop meaningful relationships
As a lawyer, you know how important relationships are as a source of business referrals. If there’s someone you’ve been wanting to connect with in hopes of establishing a meaningful relationship, invite them to be a guest on your podcast. This is a unique offer that people tend not to shy away from and therefore a shrewd way to make a valuable personal (and business) connection. People are busy and want to make the most of their time so you might have more luck asking someone to be a guest on your podcast than asking them for a meeting.
5. Podcasting is a time-saver
For the same reasons people like listening to podcasts rather than reading in-depth articles, creating them takes less time than writing. Filming and editing videos can take days, especially for people who don’t have a background in those areas. A podcast can be created in an hour, especially if you outsource some of the production elements.
6. Podcasts are less expensive to produce than video
For one thing, the equipment you’ll need to invest in to get started is cheaper. You’ll need a microphone, software to record the podcast, and a host to store audio files. Additionally, the outsourcing you’ll need to do for a finished product is much less (editing, etc). One article in the Financial Times purported that podcasts can cost as little as 15% of the cost of video to produce.
Are you ready to break out the microphone and jump into the world of podcasting? Podcasts are an increasingly popular form of content consumption. Not only that, but they are relatively easy to produce, they attract a highly engaged audience and help to humanize your brand.
With so many reasons why lawyers should starting a podcast, it really is an area worth exploring. If you need help developing a podcast strategy, contact us. We can help you plan, produce, and promote your law firm’s podcast so that it effectively reaches and engages your target audience.