More Than Content: Building Communities Via Podcasts

November 10, 2021

Steve Pockross, Verblio

Session Recording and Slide Deck



Steve Pockross presents More Than Content: Building Communities Via Podcasts. He will share how to create a differentiated brand to help build your brand and community. Here is how to build a great podcast (and a great community.)


Why Podcast? (3:20)

This is a major marketing trend. However, because a lot of brands are now using podcasts, you need to differentiate yourself from the rest and highlight what sets you apart. It also allows you to leverage and build a community.

So, how do you make a podcast?


Commit (6:34)

Do you and your team really want to do this? You need to commit to creating a podcast. Good content takes time and effort to produce. 


Pre- Production (7:54) 

There are three steps to pre-production: 

Step 1: Have a thesis statement for your podcast. What makes yours worth listening to? What makes yours different? 

Step 2: Get the right guests. You can start with people you know like friends or referrals from great guests. Consider also inviting idols. (Tip: ask above your weight class.) 

Step 3: Write great questions. In a podcast, your product is your questions. This is what makes your guests and your audience excited. Ask different and interesting questions; do not repeat the same questions everyone else asks. (Tip: send questions to your guests early so they can prepare and get excited too.)


The Interview Itself (17:20)

If you do this at home, you are now your own IT guy. You are also the IT guy for your guest. Make sure all speaking voices are of high quality. It will be important to ensure there is stable, reliable wi-fi. Use a reliable recording platform. Make sure the lighting is good. Make sure the background is not distracting. 

Have a good conversation. Be personal, don’t be self-promotional. It will be important to show your interest in your guest and to be present with both them and the audience; to do so, alternate between looking at them and the camera. It is also okay to riff away from prepared questions to keep the conversation genuine. 


Post- Production (20:39) 

The editing process is critical. You want to create a piece of content that you would want to listen to and make it as consumable as possible for the audience. The editing process can be done in 4 steps: 


  • Step 1: Identify the hook.
  • Step 2: Make it flow. 
  • Step 3: Clean it up. 
  • Step 4: Reuse. 


One interview produces a lot of content. You can refurbish content into an audio episode, summary blog post, full video on the podcast page, hook video for LinkedIn, quotes for social, and more. 

Half of your work when creating content should be distributing your content, otherwise, you are wasting your time.

Distributing for podcasts is different from other content creation channels. You need reviews; you can’t be shy about asking because you really need them to do it and they won’t do it naturally. Use your network like email or social media to promote your podcast. Also, use your guests and their networks to promote your podcast. 


Metrics (26:06)

Podcast impact is very hard to measure, but it is very effective — that’s why so many people are doing it. You can see the wins in the awareness, halo effect, sales enablement content, conversions, and more people engaging at conferences.