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Podcasts are everywhere these days, including in the financial industry. 

If you’re thinking about beginning one, you may have some questions. What do I talk about? Who should I invite? What can I do with a podcast?  Not too long ago, I, too, was starting a podcast and trying to figure everything out. Along the way, I’ve learned a few things. Here are some of those insights that’ll ultimately help you create better content.

Start with Why

As what has by now has become corporate holy writ, the saying “start with why” contains the most important question you need to answer before beginning a podcast. The reason we started a podcast, a very broad what, was that we had in-house expertise, this expertise was in an innovative sector to which we had access, and it would be a great opportunity to engage and broaden our network.

In corporate-speak: it would be an optimal vehicle for creating business opportunities.

The business opportunity: Fostering Connections

The strength of podcasts is that they’re personal. You hear voices talk and converse—it gives you a front-row seat on a conversation between experts. It can make you feel connected and a part of your industry’s dialogue.

Similarly, organising a podcast is a way to foster connection as it brings experts, physically or digitally, together. When podcast guests arrive,, we have a light lunch so they can chat and get used to the podcast space.

We’ve had guests find areas where they can collaborate because of chatting around the podcast. We’ve developed warm leads, and we’ve used it as a channel to feature our clients as part of a broader content marketing package.

Want good thought leaders? Focus on the Conversation

A podcast is like a mini masterclass. It brings your audience in proximity to the experts and increases access to information.

But the thing that’s missed with thought leadership is that it’s not necessary to stick out, or even be the most unique voice. What’s most important is balance: consistently good information and insights combined with an enjoyable conversation.

When creating our podcast, one of the first things we considered was whether a guest was the right person to put on air. There are many intelligent people who are experts, but not all of them should be on podcasts. If your audience can’t decipher what a person is saying or they become bored, then it doesn’t ,most of the time, matter how much that person knows.

 What it All Comes Down to

In the end, it all comes down to starting with why. Beginning there sets the framework for everything that follows: topics, guests, and whether you should do the podcast in the first place. If the podcast can be integrated into your business goals, it very well might be time to try. 

Elliot Lyons is a content producer in Cognito’s Amsterdam office