I’m excited to be returning to Vegas to speak at the 29th Annual Las Vegas CLE Seminar.  This year, my presentation topic is “The Non-Linear Relationship of Value-Based Marketing.”  I’ll provide perspectives on value-based marketing.  During the presentation, I’ll illustrate a technique I developed to increase exposure on multiple social media and traditional media resources without significantly increasing the time required to do so.

In today’s environment, it’s important to utilize social media differently than what we may have done in the past.  It’s your message that matters most.  Where it shows up is a close second.  You’ll learn practical steps to increase your brand exposure, while maintaining brand positioning.

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.

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OK, still wondering if this podcast thing is a trend you should consider?  Well, this tidbit might help.  According to an article in Tech Crunch, SiriusXM paid $325 million for the Stitcher podcast platform.  Podcasts from Stitcher will now be available on Pandora.

The Tech Crunch article quotes SiriusXM CEO Jim Meyer, “We are deepening our position in podcasting, the fastest-growing sector in digital audio…”  In a related quote, the article noted recently Spotify reported that “nearly a quarter (21%) of its active users now listen to podcasts.”

What’s a Podcast Platform?

The way I explain it to clients is as follows.  When you have a video you want to publish to the Internet, you might use YouTube.  Once you’ve uploaded it to YouTube, it’s being hosted on the YouTube video platform, not on your computer.  In podcasting, there are similar services.  Stitcher, Apple Podcasts (formerly iTunes), Google Podcasts, Libsyn and many others are podcast platforms.  You upload your audio recording to a podcast platform so others can find and listen to it.

Podcasting Has Become Mainstream

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