Podcasting success is like the kind of satisfaction that makes you feel like you’ve won the lottery, but instead of money, you’re showered with an endless supply of witty remarks, infectious giggles and some benefits you didn’t expect. (Though honestly, you just hoped for the lottery jackpot).
Launching and creating BriightCast has been an overwhelmingly positive experience – we debuted at number 2 in the marketing charts on Apple and even broke the 40 for business podcasts – but the real benefits were unexpected.
Easy
The ELF principle is to do more things that are Easy, Lucrative and Fun. Now we didn’t expect our podcast journey to be easy from the outset. Particularly as we knew it needed to be filmed*. And not just filmed in the typical point-average-cameras-at-3-people-in-a-plain-room filmed, but with the high-quality production and visuals we’re known for in our work – and have made it our mission to bring to companies.
That meant a studio set with a cool branded background, and because we’re cheapskates and like to be economical it meant learning a few new DIY skills and took a good chunk of time. But what a result!
We had the equipment to make it look good and invested in other industry-leading audio gear to make it sound great. We ran a few tests (that failed) and then we were good to go.
Easy. Right?
Well, then we had to figure out a smooth post-production process to make turning 60 minutes of waffle – sorry, thought-provoking content, but that was a little rough around the edges, into a polished 30 to 45 minutes podcast and cutdowns. Lots and lots of cutdowns.
We got there and it did then become easy(ish).
*Sidenote: YouTube recently became the number one place people go to for podcast content.
Lucrative
Here we knew above all else the podcast would be an absolute powerhouse of a content creation machine for Briight. That was our immediate lucrative intention. And boy was it.
BriightCast became a content universe that sparkled like a constellation of stars. We started with captivating audio-only episodes that took our listeners on a cosmic voyage of knowledge. But coupled with long-form video episodes that mesmerised like a breathtaking meteor display. And to top it all off, we rained down comet showers of short-form value nuggets, each a tiny gem that caught the eye and left a lasting impression and grew our audience week on week.
Fun
Hard work? Sure.
Hard fun? You betcha!
Whilst we hoped the podcast would increase awareness for Briight, give out lots of value, help us learn a new marketing platform more intricately and bring in more enquiries, at the very least we knew we were going to have fun. And have fun we did!
We did more than drop a deuce
Our podcast didn’t just conquer the charts (hitting the aforementioned number 2 in Apple’s marketing charts on its first week); it became a surprising client conversion tool. Of course, this is related to one of the benefits we were shooting for brand positioning, but there was a direct correlation to the podcast and increased enquiry conversion. Not to mention the very direct responses.
Charmed new enquiries would say things like “It’s like you said in the episode on brand alignment…” at our meetings.
It also lifted the curtain on the wizardry behind great marketing, giving people a backstage pass to the strategy and hard work required for success. This meant the usual conversations around some of the foundational marketing steps, like research and strategy, went smoother as our clients were more informed on the subject.
Explore casting your pod
So here we are recommending you explore podcasting. Or rather, think about exploring podcasting.
Having debuted at number 2 with our podcast, executed our plan to transform it into a content creation powerhouse, and enjoying the benefits of it becoming an influential conversion tool and a catalyst for deeper connections with our clients, we can say the benefits outway the cons. Know that it will take time and effort.
Podding might not be for you, but if you’re seeking a way to elevate your brand, establish thought leadership, and engage with your audience on a profound level, then podcasting is the key. Embrace the ELF principle, unleash your creativity, and embark on a form of content creation that promises to be rewarded in ways you hoped and some you didn’t.
Now go and subscribe here (Apple), here (Spotify) and here (YouTube), drop us a like and review.
