Creating A Multi-Purpose Resource

Podcasts can be a tool for amplifying your influence, but they can also be an incredible resource for your clients and community members.

Podcasts are a tool for sharing your core messages and building your thought leadership, but when you go beyond content marketing, you can honor the fact that your podcast, or your guest appearances, can also be a resource.

Erica Courdae and India dig into how to use podcasts as a resource for workshops, current and prospective clients, and your community.

Listen on your favorite podcast player or keep reading to learn:

• How podcasts bring ease to pre-work for a masterclass or VIP day

• Why sharing your process on podcasts smoothes your sales process

• How to use your podcast as a resource for your existing community or client base

Prepare to Learn

On the Flaunt Your Fire® podcast, Erica says that she thinks of resources as “things that support you along your journey, places that you go to when you’re seeking answers, or context, or knowledge…And I think podcasts do all of those things.”

She gives the example of using an episode of Flaunt Your Fire® where India defines brand values and company values as a primer for people who will be taking From Implicit to Explicit.

“It makes it so that people understand when we’re talking about brand values and company values, what the differences are, but it’s really done in a very succinct, time-friendly, and easily digestible way.”

India agrees and notes that often when you’re participating in a masterclass or VIP day of any kind, there is pre-work associated with it, but using the podcast episode to share definitions and introduce concepts is “a bit easier and an easy to digest format…versus having to read this long article about it.”

She says that’s particularly true for From Implicit to Explicit®, where there is as much or more unlearning of standard marketing and business advice–like the use of ideal client avatars–that needs to happen.

Using the podcast is “very different than even what some people may do, which is sending you a Google doc to share with your team before a workshop.”

Erica adds that “podcasting is a platform that you can use with visuals, with audio, with written content…There’s not a lot of options that have all of those…and be able to meet people wherever they end up being.”

Share How You Work

Erica says another way that podcasts can work well as a resource is to take your audience on a journey of how you work with people, and where people need to be in their journey to be a good fit for you.

“You’re really letting people in behind the scenes…especially when you’re in a position where you choose to show some vulnerability and some transparency…It’s a great way to vet who’s gonna be a good fit as a client to work with you, and they can kind of self-select.”

India agrees that this kind of deeper content helps shift the kind of inquiries you get to people who are ready to work with you, because they know more of what to expect.

Erica says that using podcasts as a client resource allows prospective clients to get a better sense of if their learning preferences and styles match up with you and your offerings, and lets the consultation be more of a meet and greet.

India also clarifies that using a podcast as a resource doesn’t have to be your own podcast. If you’re a guest on someone else’s podcast, you can still take that opportunity to “find ways to get that pre-work, to share the different ways to work with you and work that into an episode on someone else’s show.”

Erica adds that sharing episodes as resources can also be part of building camaraderie and community with others.

“When you have true community, you’re partnering with people. It’s based in respect and understanding and appreciation and a desire to amplify one another.”

Collaborate with Your Community

India says that both the Flaunt Your Fire® podcast and the Pause on the Play® podcast are also resources for Pause on the Play, The Community.

And India says that the podcasts are in relationship with the community, whether that’s through asking for feedback about topics community members would like to have covered or allowing members to submit questions for upcoming interviews.

“It can kind of work both ways, where you have the podcast being a resource to people who have not paid you just yet…but also to the people who are actively already a part of something that you offer and knowing that there’s always a continued resource for them in the place the they found you in.”

Erica adds that a podcast can also be an avenue for sharing success stories and case studies from your community.

“You’re amplifying through the lens of what you’ve done together. And I think it’s a really powerful way of being able to showcase that and really focusing on them, versus ‘I need you to see how great I am.’”

India agrees and says “I love the opportunity to have win-wins for both parties involved…If we can introduce them and make that connection and share that platform, that amplification with another brand where we’ve been inside and see how they’re operating and know that it might be a good fit for you, it’s also a win for both parties. It’s a resource for both.”

Discuss the Challenges

Erica says podcasts can also be a way for you and your clients to share what your challenges are as part of a collaborative conversation.

“Podcasts really give a great opportunity to create content based on what’s coming up for your clients…so you’re able to respond to what’s happening, not in a reactionary way, but from a place of hey, this is coming up really often.”

She continues, “This is an opportunity for us to create in a way that is directly in support of what [your clients] are doing. And…you’re also supporting those people that are like, ‘I thought that was just me.’”

She says that podcasts are a creative tool that you can put to work in a variety of ways, comparing them to a Swiss Army knife.

“Whenever you look at the episodes that you’re recording as a resource, it’s really important to move back for a second and witness it through a different lens of, what’s really possible here? What have I not considered? Where might this be of use to the most people in order to create the most impact?”

Ready to dive deeper?

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