You’re Considering Podcasting, Now What?

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Your firm is discussing podcasting for business development and marketing, now it’s a question of logistics. If we hire a podcast agency, how much time will it take? What if I’m not tech-savvy? What if we make mistakes? As a former lawyer and podcast producer, let me answer some of these questions for you.

Q: How much time is podcasting going to take?

A: Typically, you can expect to spend less than one hour per episode for preparation and recording. Interviews and roundtable discussions tend to require little prep, while monologue episodes may require a bit more time. Informational episodes should run 15-20 minute episodes. Interviews and particularly interesting/relevant topics have a longer leash. Cover the subject but keep it interesting.

Q: Do I need to be a techie?

A: No. A smart phone or a computer is all the tech you need. No complicated hardware, no fancy software to learn. You do the talking from the virtual comfort of your office or home and the podcast production company handles the rest.

Q: What if I make a mistake?

A: Podcast production companies should assign a dedicated producer to your show who will edit out “ums,” “ahhs,” false starts, mistakes, and filler words. Mis-stated the law or revealed something private? It never happened. You should listen to a playback of your podcast before it’s published and tell the producer if any additional edits are necessary. The production company should never publish your podcast without a greenlight from you.

Q: Will it sound professional?

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A: Your podcast is a branding opportunity, so it needs to sound professional. The podcast production company should create a unique intro and outro featuring a professional voiceover artist and a hand-picked soundtrack. The producer will ensure professional production values.

Q: Am I giving free legal advice?

A: Like written content, you’re addressing a prospective client’s pain point while demonstrating your expertise. Provide high-level information and remind listeners not to rely on the podcast to make legal decisions. A standard disclaimer at the end of every episode is a good idea.

Q: Can I do anything else with my podcast?

A: A podcast is a goldmine of content. A single episode can be repurposed into videos, white papers, blog posts, social media clips, quote blocks, and more. A podcast lets you minimize your time input while maximizing your content output.

Q: How often should I publish episodes?

A: To maintain consistent, relevant content, publish new episodes every week or two. For attorneys with tight schedules, pick one to two days per month to record all your episodes. Your production company can produce the episodes and schedule them to publish over the following weeks. Producing content is the last thing you want to worry about when you’re facing deadlines, trials, or vacation.

Q: How do I know if anyone is listening?

A: Your production company should provide you with access to real-time, granular metrics of download numbers and episode performance. Attorneys are often surprised at the number of potential clients that listened to the podcast prior to the consultation.

Q: How do I get the word out about my podcasts?

A: Your website is your most powerful weapon for using the podcast to convert a prospect into a consultation. You’re already utilizing some combination of referral/SEO/PPC strategies to drive prospects there; high-quality content will do the heavy lifting to build trust and convert them. Promote new episodes on your email list and social media sites as well. For increased visibility, encourage attorneys and guests to share the episode on social media.

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