In this noisy age and crowded marketplace, companies have to ask themselves more and more how to make their brand stand out, how to separate themselves from the rest of the industry, how to be noticed in an environment in which everyone is simultaneously trying to stand out as well. How does one law office distinguish itself from another office with similar expertise and clientele? How do you make certain that yours is the name that a prospective client comes across when they’re looking for help? With podcasting only becoming more and more popular as both entertainment and as an informational resource, we’re seeing an increase not only in the number of legal-themed podcasts, but in the diversity of approaches taken in how the podcast form is used.
Anyone asking themselves how to start a podcast would do well to start by taking a look at a multitude of examples and getting a sense of the breadth and scope of what’s already been created.
Establishing Authority
One of the best uses for the podcast medium is establishing authority on a subject. In this day and age, anyone can copy-paste information onto their website and play-act like they’re some kind of authority. But to have a repository of demonstrations of your working knowledge and expertise that you can display to anyone who asks? That’s an invaluable resource. A great example of this is the Lawyer 2 Lawyer podcast. When you listen to Layer 2 Lawyer, very little of the presentation jumps out as remarkable. The format is a standard half-hour discussion of the latest news within the legal profession, with Williams joined by a special guest to discuss the ins and outs of whatever the given topic is (separation of church and state; the Ticketmaster antitrust suit, wrongful convictions, etc.). With excellent and informative guests, a confident and compelling host, and the reputation for quality and expertise imbued on the show by the sheer longevity and quality of the output, Williams successfully utilized the podcast medium to create and enshrine his reputation as an expert, and the longer the show runs, the more solid that reputation becomes.
Showing Off Your Personality
Host Jerry Carrea is also well-established within the legal profession, and he also uses his podcast to discuss the ins and outs of the legal world and to impart practical advice and insider tips. But as a show, Legal Toolkit could not be more dissimilar from the standard interview/news discussion format. Carrea mixes the central focus with diversions into pop culture, everything from sketch comedy to the Beach Boys. He cracks jokes and is casually profane, creating an irreverent tone that moves the podcast to the intersection between informative and entertaining.
Educating Your Audience
A podcast is also a terrific means to create an archive of support and information, from one professional to another. Not only does this build out a resource that can be used and appreciated by your clients and partners, it also affords you the chance to grow and develop a network of professionals in guests and listenership. Grow Your Law Firm is not trying to keep up with the latest news or take a fully holistic look at the legal world. Instead, it frames the subject matter through the lens of…well…it’s right there in the title. How do you grow a law firm? How can lawyers leverage marketing and changing technologies to expand their business? What are the management strategies that work in this modern age, and which are becoming outdated? By having such a clear intent and central dramatic hook, the show is immediately distinctive and can be explained and recommended easily.
The Bottom Line: Podcasting Is an Audience Outreach Resource Like No Other
Whether you are looking to benefit your audience or yourself, podcasting is a resource like no other for direct communication with your client base and industry peers. Creating compelling content improves and broadcasts your personal brand, helps establish your expertise, and strengthens your ability to build out your professional network, along with creating a lasting resource for your clients, your partners, and yourself.
The examples included above represent only a tiny fragment of what is being done within the podcast space. To find out more, contact us today and we can begin your podcasting journey. Modpod offers resources for everything from the basic questions of how to start a podcast to the nitty-gritty of podcast production including microphone testing, setting up a podcast studio, and sweetening audio. Find answers to frequently asked questions, or make sure that you have everything you need to get started. Whatever your podcast ends up being, we can’t wait to hear what you have to say.
