I've been an executive ghostwriter for quite a bit of time now. I've ghostwritten for successful executives, many with over $100 million exits and 500 employees, and also startup founders with growing agencies.
Ghostwriting works, plain and simple. But ghostwriting takes time and trust.
Executives need the time to give me a brain dump. I need to understand their nuances and thought process, and it takes time to get that right. Next, when it comes to editing, executives don't have the time to dedicate to editing and providing feedback on my writing. So, one article can sometimes take weeks or months to produce, and when that happens, it loses its effectiveness and timeliness.
If they don't blindly trust me, and I don't blame them, ghostwriting as an executive branding approach becomes a real hard thing to do.
With podcasting, this all changes.
Speaking is more natural than writing
Writing is friction. It requires editing. It requires sitting down and thinking about the best way to write it. It's time-consuming. Podcasting is the exact opposite.
If you're a guest on a podcast, it becomes much easier to produce the podcast. You get on a call. You speak your mind for 30 minutes and you're done. That's it. The host will take care of the rest.
There is no friction, and it respects your time. The result is never lost in translation. All the nuances are kept in place. It's in your voice. Nobody needs to get anything approved by anyone else. It's essentially a recorded conference call.
I've found that a blog post, even a shorter one, can take me hours to create. That doesn't include the editing and publishing it in the CMS with images, etc. Now, some people need to prepare for speaking, of course. But, if you're a guest on a podcast regarding a topic you know a lot about, then speaking about it becomes second nature to you
More people are listening to audio content than ever before
According to Adobe Analytics, more people are turning into podcasts than ever before, and engagement with the podcasts is high. Not only that, it's been an effective medium for advertisers. Of course, advertisements aren't always friendly with consumers who want to listen to there podcasts, but it's a sign that the medium is growing, and people are more engaged than on other platforms.
The problem with blog posts and writing are that sometimes people only read the headlines and not the article itself. Podcasts have a similar issue, but once they open the article, they are usually more engaged listening than they are reading.
I know when I'm listening to a podcast or audio content, I'm usually driving or on the train. The audio goes straight into my ear, and I don't switch podcasts often until I'm done listening to it.
You're able to create additional content, easier
The best part about once a podcast is created is that you can use this single piece of content to create much more content that can be posted on social.
For example, from a single published podcast, you can create:
A blog post with the podcast embedded and a written transcription.
30 second to 1-minute video excerpts from the podcast. Each video can be turned into a single post on social media.
A social media post with the lessons you've learned on the podcast.
Image quotes with great quotes from the podcast
Now one single piece of content can turn into a week's worth of material for social media. This is much harder to do with writing individual blog posts. I've found that you can also outsource some of this content as well since they have access to everything that you said.
How to become a guest on other podcasts
The beautiful part about podcasting is that podcast hosts are always looking for new guests to interview. It's not a hidden process. The first step is to identify your target industry and podcasts that you want to be on.
Go to their website or podcast description to find their contact information, and send a brief pitch to the host about why you would be a good guest. Establish your knowledge in the industry and make sure you keep it relevant to their audience. I've also found it helpful to tell them what a potential title of the podcast would be.
You'll be surprised at how many replies you will get.
Podcasting is a powerful marketing tool that executives should consider. It's not just for entertainment purposes anymore. Executives can greatly benefit from this growing medium.