- Posted by Leslie Valenza
- On May 13, 2021
- podcasting, Poston Content
If you are thinking about starting a podcast, there are several factors to consider and steps to take. One key consideration is: Can I generate enough content to keep the show going long-term?
If your podcast will focus on issues with which your clients grapple in their own roles, then the answer is likely yes. Much of your content probably already exists, you just have to know where to find it.
We recommend launching a podcast by publishing five initial episodes to demonstrate to listeners the range of issues your show will cover – thereby increasing your chances of converting casual visitors into subscribers from day one.
But producing five initial topics alone doesn’t necessarily indicate that a show has legs to carry on for the foreseeable future. To ensure the longevity of your podcast, consider these four ways to create content.
1. Ask your clients what they want to know about
To identify target listeners, as opposed to catering to a general audience, consider creating listener personas – descriptions of specific individuals you plan to reach. To get started, ask: What are my listeners’ roles and responsibilities? What’s keeping them up at night? What insight, best practices or information will they benefit from hearing?
When in doubt, ask your clients directly what topics or issues they would like to hear. To further engage clients, consider inviting them to participate as guests on the show. What insight can they share as in-house subject matter experts?
Involving clients in the production process will not only stimulate content creation, but doing so will foster cross-marketing opportunities, thereby strengthening your existing relationships. And if clients offer to make introductions to any referral guests, your podcast – much like professional events – may present networking and new business opportunities.
2. Repurpose existing content
Inspiration for podcast topics can likely be found in your existing arsenal of firm content. Relevant past articles, client alerts, case studies, blog posts and presentations can – and should – be repurposed into future episodes by simply updating information with timely developments or by expanding previous insights into thoughtful conversations and interviews.
But how do you update them into timely topics? Start by asking yourself: How is this issue impacting my target audience today? What changes have occurred since I last covered this issue? What lessons did we learn from handling this case or deal? In hindsight, what do I know now that I didn’t know when this issue first came to light?
3. Add insight and context around news developments
If you plan to produce a weekly program, consider designating at least one show each month to discussing key takeaways from news stories relating to the areas of law your podcast covers. However, if you produce monthly “news and updates” episodes, the developments you discuss will not only be yesterday’s news, but weeks-old news. Therefore, your show will need to add value beyond the “who, what, when, where and whys” already covered by daily news reports.
Tailor “news and updates” conversations to specifically address the needs and concerns of your target audience. Aim to not only inform listeners about what has occurred, but also to discuss what the developments mean for their industry, what new challenges they may potentially face or what new opportunities they should explore as a result of these developments, and perhaps offer context for why these developments have come about.
As you plan “news and updates” discussions, ask yourself these questions: Why should listeners care about this development? What will they learn about this issue that they haven’t already learned by reading news reports? How will this show help listeners and their companies make money, save money or do business better?
4. Create an editorial calendar of seasonal and evergreen topics
Outlining a list of topics to tackle each month is a great way to demonstrate the longevity of a show before committing time and resources to launching a podcast. Doing so also helps to avoid scrambling to develop topics later on and inadvertently missing hot topic opportunities.
For example, is there a diversity and inclusion component to your program that you could address in celebration of Black History Month or Women’s History Month? Are your listeners anticipating annual developments, such as the U.S. Supreme Court’s decisions handed down in May and June, or key takeaways from an annual industry event?
Plan to address evergreen topics that weigh heavily on the minds of listeners. Consider inviting clients or industry professionals to discuss key issues that are impacting their businesses.
Similarly, if your podcast focuses on a particular practice area, such as labor and employment, collaborate with labor and employment lawyers from your firm who work across industries that are seeing an increase in employment litigation. Alternatively, if your podcast focuses on a particular industry, such as the transportation or food and beverage industries, consider inviting colleagues from a range of practice groups to discuss key issues, such as litigation and deal trends, regulatory hurdles or best practices.
Whatever topics you plan to cover, centering discussions around the goal of adding value to clients and listeners is key to cultivating a loyal audience. And inviting colleagues and outside experts to participate as guests is critical to fostering word-of-mouth and cross-promotional opportunities to expand that audience.