A former coworker of mine had a sign on his door that said “AFDI.” It stood for “Actually Doing It.” (I’ll let you figure out what the F stood for.) The hardest part about starting a podcast is just that - AFDI. It’s easy to get overwhelmed, between finding the right equipment, getting the show online, and figuring out your content. And once you’ve done all that, haven’t you just added one thing to your plate forever?

Well, not necessarily.

For most of my clients, their podcast is a branding/marketing tool. What if you created a podcast series as an asset to answer YOUR clients’ and potential clients’ frequently asked questions?

I’ve done several podcast series with financial advisors. And there’s enough content there for us to have done monthly shows since 2019. But maybe you don’t have the time or budget to commit to this indefinitely. What are the 5 most frequently asked questions you get? They could be:

• What’s this going to cost me to hire you?
• How do I know if I’ve saved enough for retirement?
• Should I do a Roth conversion?
• What do I do when the market drops?
• How do I leave a legacy for my children and grandchildren?

Boom. Five episodes. It’s a finite commitment on your part. And when you get these questions, you can refer clients that respective episode, instead of having the same conversation over and over and over again.

This is a great tool for existing clients and leads. But here’s another bonus. If your podcast is optimized for SEO (traditional and AI), through good show notes and transcripts, others may find you. If someone is searching for Roth conversions or legacy planning, your podcast might come up. Now that lead is in your sales funnel. You’ve established credibility and they “know” you on some level because they’ve listened to or watched you.

Once you’ve created the content, it can go everywhere. Of course, the podcast will start on Apple, Spotify, and YouTube (even if audio only). But you can embed the content on your website. You can make social media shorts and reels from the content and put them on all of your channels. All of this will drive discovery.

We are all busy. If the idea of doing a podcast every week, or every month, is daunting - this may be the perfect foray into the genre. Map out what you want to do. Execute it. And the evergreen content is the gift that keeps on giving.

If this is a project I can help you with in 2027, feel free to reach out.

I should thank my client Jill Mastroianni, estate planning attorney and host of The Death Readiness Podcast, for the idea for today’s post. You can learn more about her here.

https://www.deathreadiness.com/

Two of the smartest people I know in podcasting sat down for a conversation recently. Matt Cundill, who I call the Podcast King of Canada, intereviewed Jay Nachlis, the brilliant researcher at Coleman Insights. They talked about podcasts’ role in battling the loneliness epidemic we are facing. They also covered video, Smart TVs, and various other developments in podcasting and radio. You can check the episode out here:

https://www.soundoffpodcast.com/jay-nachlis-coleman

Find jag on social media @JAGPodcastProductions or online at JAGPodcastProductions.com

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