Joe Rogan is the most popular podcaster in the market.  He signed a 3-year, exclusive licensing deal with Spotify in 2020, worth over $200,000,000, according to the New York Times.  But let’s face it.  He’s a unicorn.

As someone who creates, produces and distributes podcasts for my professional clients, I have some bad news for you.  You’re Not Joe Rogan (Actually, that’s good news).

I’m Jim Ray.  Welcome to this episode of The Business Case for Podcasting.  Okay, so why would I begin by telling you you’ll never be Joe Rogan-famous?

First, it’s to clear up a common misconception.  Just because your podcast episode may not go viral is no reason not to have a podcast.  Most episodes, videos or social media posts never go viral.  That’s just a fact.  Then WHY do it?  This leads us to the 2^nd point.

The “Why” is all about content.  I encourage clients to remain focused on the Why.  Without an ongoing focus on producing quality content, your website, social media and other platforms become much less relevant and visible over time.

The main reason content production dies off is due to time constraints.  But remember, recording a quality podcast episode is much easier than struggling to write a blog post.  And because it’s easier, you’re more apt to continue doing it.

This entire video series focuses on the Business Case for Podcasting.  Effective marketing takes a consistent effort.  That’s the inherent advantage of a custom-branded podcast.  It enables you to easily create consistent, high-quality content.

Let’s close with point #3 – Be Authentic.  Some people resist marketing because they don’t want to be someone they’re not.  They don’t want to try to be Joe Rogan; and they shouldn’t.

Being your authentic self is the best competitive advantage you have – so leverage it.  A custom-branded podcast delivers better results because it’s in first-person voice – not a dry, vendor-written article.

This isn’t about going viral.  It’s about maintaining consistency and authenticity.  Those are 2 highly-valued qualities in this crazy world.

I’m Jim Ray and this is the Business Case for Podcasting.  Remember, you are your small business’ competitive advantage.  You’ve earned the right to tell a great story.  I make sure more people get to hear it.

Thanks for your time.