Podcast--a digital audio file made available on the Internet for downloading to a computer or mobile device, typically available as a series, new installments of which can be received by subscribers automatically.

The newest and fastest growing entrant into the digital marketing world is the podcast. Edison Research conducted a study that found that podcast listening grew to 40% of the population in 2017.

Why the increase in listening?

The answer is simple—mobility. Sixty-four percent of podcasts are being listened to on smartphones or tablets. People listen on their commute to work, on their evening walk or morning run or while completing mundane tasks.

Should You Have a Podcast?

Adding podcasts to your website or blog increases your reach to other audiences. Not everyone learns visually so for the listeners among us, the podcast is the perfect medium. Having a podcast is an effective way to differentiate yourself from other lawyers and to demonstrate your expertise in your area of practice.

Podcasting is cost-effective and efficient and offers the opportunity to improve client education. It is particularly appealing for small and solo practices.

Things to consider for your podcast:

Know your audience. Not everyone listens to podcasts. If your target audience is the younger audience who want to control how, when and where they get their information, then the podcast is for them. If, on the other hand, your goal is to bring in more senior executives, you’d be better off visiting their workplace and forget the podcast.

Create great content. Clients refer and are loyal to lawyers they trust; and trust is created by offering good well-researched and easy to understand information. Your podcast should not be comments on your last family vacation; your podcast must convey the right image and be of interest to your target audience. Interesting, informative and entertaining messaging creates a great podcast.

Have a co-host. Radio shows and podcasts work better is there are two speakers. It’s more interesting and fun to have someone to talk with. On your own? Invite guest speakers and use the Q and A format to add interest and liven up your broadcast.

Know how your audience listens.

Much of your audience will listen on your website, rather than downloading the podcast to their smartphone or tablet. Decide where the podcast belongs on your site—a spot of its own, under a practice area or a new developments section. Podcasts can add to the value of your site for prospective and current clients.

Try to Release Weekly Episodes:

In the ideal world, you would release on the same day and time every week. Your listeners will appreciate knowing they can tune in every Thursday at 4 p.m. to hear your latest update on the state of the law in your practice area.

Keep it short and simple:

Make it as short as you possibly can. Half an hour is the longest it should be—15 minutes is better. If the topic is complicated and needs more explanation, save it for your blog or a speech or article. Podcast listeners are working out or in their car so they won’t listen to a long or complicated narrative. Podcasts can convey passion, the personality of the lawyer and a limited amount of content

Finally, a great podcast needs listeners. Announce it on your website, on social media and on the events section of your SBM member directory profile. The value of your podcast will increase as it is included in your overall marketing plans.