Did you know almost 60% of Americans listen to podcasts? Not only do podcasts provide audiences with a convenient means of consuming complex information, but they’re also an increasingly important channel for generating brand awareness and positioning your firm as a thought leader. Keep reading if you’ve been curious about podcasting for law firms but aren’t sure where to begin. These 8 steps to creating a compelling law firm podcast will help you get started:
1. Choose a Unique Idea
The first thing you need to begin a podcast is a relevant topic. Your choice of topic should be based on audience research, as well as your host’s passions and expertise. Your podcast needs to speak to your particular listeners. If you’re considering starting a podcast, then chances are you already have an idea. Dive deeper and see what else is out there and where there might be gaps in how the topic is presented. Is the idea timely and relevant? Is there enough information available to create full podcast episodes? Remember, your idea can evolve, but you need a starting point.
2. Create Your Show Format
Podcasts can follow several different formulas. Some are interview-based and conversational, while others have a panel or highlight storytelling. Brainstorm ideas about episodes and then break down the episodes into segments. Determine how to best tell the story in a way that will capture your audience’s attention and provide value.
3. Start Reaching Out to Your Network
Now you have some ideas for a topic and format, start having conversations with others who can help you air a first-rate podcast. Knowing who else needs to be involved will allow you to better understand what’s possible for episodes. Will you need a co-host? Are you hoping to feature high-profile guests? Post on social media platforms, reach out to industry groups in your online or personal network and talk to other professional contacts who may have an interest in your podcast.
4. Record and Edit Your First Episode
It’s time to dive in! Chances are you’ll be nervous but think of this first instance as a dry run. Record the episode and then review it and edit. Look for any significant kinks in the episode’s segments, flow, storytelling, recording, etc. Ask for feedback from others as well. Try to get as many notes as possible on how to improve before your official launch (and don’t take any feedback personally). For some ideas on the actual tools and platforms to use for hosting/recording/editing your podcast, read this post.
5. Line Up Creative Assets
We suggest not committing to a podcast name or logo when first coming up with ideas. Remember that your idea may evolve, so wait until you get through the initial process to put a name out there. Only after you’ve had your creative juices flowing for a while should you settle on a name and work on any graphic elements.
6. Maintain a Unique Web Page
This page will be the home base for your podcast. All of the information regarding your podcast will live here. Items like show notes, transcripts, episode and host descriptions and promotions for future segments will be posted and kept on the web pages. As you work to increase organic traffic to this page, you’ll gain more listeners. Follow SEO best practices to reach people who might have an interest in your content.
7. Develop a Promotion Strategy
Even the most brilliant podcast can’t attract listeners by itself. A robust marketing strategy is required to make the most of your podcast. Many podcasters begin promoting once they’ve already aired episodes, but that’s really too late. Start promotional activity before you launch. Try to build anticipation and form relationships right out of the gate. Share on platforms you already use, and look for new channels to explore. For example, start by securing handles on social media and sharing a few posts leading up to your first episode. Look to other places you already use to communicate with your target audiences, such as a blog or newsletter. Once your show launches, be consistent about promoting episodes and testing new methods. Reviews are critical in gaining new listeners, so consider incentivizing your audience to leave them as part of your post-launch strategy.
8. Make Sure to Track Metrics
How will you know how the podcast is doing if you don’t monitor performance? Once your podcast is in full swing, consistently review the subscriber count, monthly episode downloads, unique page views on your podcast page, average listening time, etc. Look for a positive trend line over time.
Podcasting for law firms is a great way to reach a wider audience and share your expertise. If you haven’t tried it yet, start thinking about how you can take advantage of this medium. Begin with the steps on this guide and go from there!