Reason #4 to Launch a Podcast: Community Growth
This is the fourth of a nine part series on The Top Reasons to Launch a Podcast.
Let’s Grow Together
‘There’s no tactic more powerful than someone who is a true fan of your work.’
Seth Godin
Continuous Learning
Podcasters establish character, essence, and identity through their podcasts. Craft an authentic brand and connect with your listeners. Replace advertising spin with valuable podcast content and empathetic storytelling that motivates people to follow and grow with you.
In his Hierarchy of Needs, Abraham Maslow established Belonging as the first human need after basic biological needs such as food, water, air, warmth, sleep and safety. By belonging to a group, we feel as if we are a part of something bigger and more important than ourselves. Some of the most popular podcasts have such large followings by offering a community where listeners can belong and grow together.
In order to do this effectively, you need a host or host(s) that listeners can easily identify with the podcast. In essence, The Host is the Podcast. A good host is authentic, relatable, always seeking something, and able to motivate others to follow.
Here are some things that the host seeks:
Knowledge: The host, along with the listeners, is interested in learning more about a particular subject. Your podcast can be about anything, from business to politics to sports.
A Dedicated Space: The host wants to create a space for their listeners, where like minded people can voice their experiences and explore different ideas with each other. Your podcast can be about a specific topic (The Philadelphia Eagles, Ted Lasso, Rock Climbing), or can be broadened to fit a specific group (Vegetarians, Parents, LGBTQ+).
Awareness: The host is motivated to tell their listeners about a specific idea, topic, issue, or cause and why they should care. In turn the listeners will spread awareness to others. Your podcast is usually something that you care deeply about and want others to see your perspective (Mental Health, Homelessness, Religion).
Change: The host is motivated to change something within themselves, their surrounding community, or society as a whole. Listeners join the host on this journey and support each other. Your podcast should be goal oriented and listeners can join at any step of the journey (Losing Weight, Starting a Business, Reaching Net Zero Carbon Emissions).
Here are some best-in-class podcasts using Continuous Learning:
Pantsuit Politics: Hosts Sarah Stewart Holland and Beth Silvers create a space for real conversations that help us to understand politics, democracy, & the news - while still treating each other like thoughtful human beings.
From the Front Porch: The Bookshelf, an independent bookstore in Georgia, hosts weekly conversations about small business, Southern Living, and writing. Annie creates a space where avid readers can discuss their favorite, and not so favorite, books and authors. She also offers advice on what to read next and how to live a better reading life.
The Fantasy Footballers: Fantasy Football is a huge community with over 40 Million participating each year. Hosts Andy, Jason, and Mike invite their listeners to join their friendly conversations, hear news and analysis, and gain a competitive advantage at Fantasy Football.
The Ultimate Health Podcast: Hosts Dr. Jesse Chappus and Marni Wasserman lead listeners to new daily health and wellness goals. Each episode brings awareness to specific health topic and teaches listeners how to take their health to the next level.
Best Format:
Solocast: The host speaks directly to the audience. The listener feels like the host is their friend or mentor.
Interview: The host leads a conversation with a guest or guests. Together, the host and listener learn something new from the guest.
Panel Discussion: The host (or hosts) have a conversation with a guest (or guests). The listener feels like they are part of the conversation.
Read more in our How to Choose the Right Podcast Format guide.
Why launch a podcast?
Podcasting continues to be one of the fastest-growing forms of media. Market researchers at Nielsen describe podcasts as mainstream after recent audience and advertiser growth. You have a website. You're active on social media. You and your business need a podcast to grow and reach your target audience. Don't be left behind.