Discover the Voice of Your Brand: How to Find the Perfect Podcast Host Within Your Company
-Dave Lawson
As we head into the third season of my client's podcast, we're looking to make a significant shift: adding video. Although many of my newer clients have eagerly embraced video from the start, those who've been with me for a while began with audio-only podcasts. The addition of video is essential for several reasons, including YouTube's new podcast option that allows audio and video streaming through YouTube Music.
With this change, my client wanted to find a new podcast host or even a pair of hosts to take over the content. They asked for my advice, and I told them to cast a wide net and simply ask. An email sent out to their team inquiring about interest in representing the company and passionately advocating for their cause yielded a tremendous response.
But what's the next step? From my perspective, content should have consistency. Having a dozen hosts for this podcast would make it feel disjointed for listeners. Sticking to one or two voices for a season allows these voices to build rapport with viewers and become trusted friends. So, we decided on a three-phase process to find the perfect host or hosts for the podcast.
Phase 1: The Audition
Each candidate gets 15 minutes with the marketing director to answer a series of questions. These recorded responses are then shared with me. I listen for two things: passion and clarity. The ideal host should be enthusiastic about the company's mission and capable of articulating their thoughts in a comprehensible way.
Phase 2: The Presidential Interview
We narrow down the candidates to five and have them interview the company president on camera. These interviews should be well-planned, interesting, conversational, and goal-oriented. While perfection isn't the objective, having forethought and a sense of direction is crucial.
Phase 3: The Final Decision
After watching all the interviews, we'll select the top two candidates to represent the company's voice on the podcast.
I'm thrilled about this process for two reasons: it's exciting to shake things up, and it's incredible to see the passion within the company. Many team members are eager to step up and be the voice of the brand.
Bottom Line…
So, if you're the decision-maker for your company, recognize the value of content, but don't want to be the face or voice of that content, rest assured that someone in your organization is more than willing to step up and represent you.
If you are serious about making content marketing work for your company and want to do it the right way, click the button and I’ll personally run you through the Digital Legend system that will build your brand, your business, and your #LEGEND!
About Dave Lawson
Dave Lawson
Host of the Content Marketing Daily Podcast
dlawson@digitallegendmedia.com
Dave Lawson is a seasoned professional with over 20 years of experience in the broadcasting industry. He began his career as a morning personality at various radio stations before moving on to network radio, where he served over 30 stations nationwide. In 2016, Dave transitioned to Content Marketing, focusing on Podcast Strategy for busy business owners seeking to establish a professional-sounding audio and video podcast to build their business through digital content.
Drawing from his extensive experience in traditional broadcasting, Dave teaches his clients how to capture and retain audience attention and create content with a clear purpose. He is based in the Minneapolis area, where he balances his busy career with a family life that includes a wife and three kids. When he's not working, Dave loves staying fit, playing disc golf, and keeping up with the latest developments in AI and how they will impact the ever-changing world of content marketing. It's an exciting time to be alive, and Dave is eager to help his clients take full advantage of the opportunities presented by this rapidly evolving field.
