In 2016, I discovered the power of podcasting. I worked as a copywriter for five years and some change while managing client relationships at a small agency. When I had the opportunity to help a friend promote his podcast as a side hustle.

As a result of his success, I went from side hustling to going all-in on podcasting. And here’s why,

1. Most people talk better than they write. As a copywriter, it’s a dream to take someone else’s words and use them to create the content they wished they could write.
2. Your audience can consume the content on-demand without staring at a screen. Anyone else gets the blue screen hangover?
3. One conversation can be repurposed to serve different channels while still using the conversation as an opportunity to build relationships.

Now here’s the challenge, if you don’t have someone thinking about your content to unlock the power of the show then it’s just another channel on your hamster wheel of cranking out content.

Your podcast needs a Head of Content. This subgroup of talented people are marketers first but can executive creatively.

• They see the forest above the trees. In other words, they think beyond the story to understand customers.
• They dig into uncovering how and where your audience consumes content.
• They figure out how you should tell the story on different channels. They just start with an audio first approach (i.e. your podcast).
• When it comes to thinking about the big picture of a show’s success, they know distribution and repurposing are critical.
• While content marketers can be the creator, more importantly, they know how to tie it all together with a repeatable framework and strategy that maps back to business goals.

Taking this approach enables you to have someone in place who is thinking about your show from end to end. This role oversees the production working alongside the creative team to execute the vision.