This week’s digital conference shed light on how to successfully navigate the increasingly-popular world of podcasting. Panelists included Aliza Licht of Leave Your Mark, Brian Hill of Fashion Rewired and Jennifer Goldstein Sullivan of Fat Mascara. We gained invaluable intel on how to start a podcast, how publicists and individuals alike can use podcasting as a marketing tool, plus best practices for success on the platform. 

The takeaways:

• When starting a podcast, start by asking, “What is your voice, what resource are you giving to the marketplace and what value are you bringing?” If you are trying to monetize, these questions must be answered 

• Create podcasts that don’t already exist in the marketplace. You have to get in front of the microphone and give it your best shot

• Other than content strategy, time is the most important consideration, as podcasting is a huge time commitment

• Write down your goals and create a blueprint with action steps. Think about rewired moments and success stories to highlight

• For podcasts guests: Hosts are looking for guests that have expertise in their subject matter, success in their business, stories of rewiring, a candid personality and a sense of humor 

• For podcast hosts: Don’t say yes to every pitch or potential guest. Keep your brand in mind with the yes’s and no’s you give out 

• For publicists pitching podcast guests: Listen to the podcast if you are going to pitch it! Get a sense for why your client is a good fit; avoid spray-and-pray pitching (Pro tip: people love a brand discount code)

• Podcasts can be monetized through selling ad sponsorships, branded segments at a premium or fully-branded episodes. That said, success won’t happen overnight: it takes time to build a large and dedicated enough audience 

• Aside from lucrative opportunities, podcasts can be a great tool for marketing and networking

• Have a strong point of view on what your podcast is. Don't try to be everything for everyone