Do you have valuable insights on legal trends, enjoy sharing knowledge and want to showcase your expertise?
For those of us in the legal industry, podcasting could be a powerful tool to reach new audiences. Whether you’re a seasoned legal professional or just starting to build your reputation, combining your current marketing efforts with podcasting can elevate your personal brand and your firm’s visibility.
I’ve written countless articles, contributed to blogs and spoken at conferences, all of which are important. Podcasting can build on that thought leadership foundation to create a dynamic marketing and business development plan that strengthens your reputation in the marketplace and enhances your credibility. And for those of you who haven’t yet ventured into writing or speaking, podcasting can help you connect with a broader audience beyond your direct network.
The Two Sides of Podcasting
In legal marketing, there are two primary ways to approach podcasting: creating your own podcast or being a guest on an established one. Let’s first discuss creating your own podcast, as it requires more strategic planning and investment of time.
Producing Your Own Legal Podcast
Creating your own legal podcast puts you in control of the content, allowing you to share your expertise on legal issues, trends and best practices. When considering how to structure your podcast, it’s important to focus on creating content that will resonate with your target audience—whether they’re general counsel, other legal professionals or industry leaders.
Some podcasts feature solo hosts sharing their insights, while others are interview-based, with the host serving as a moderator. Bringing in other experts adds depth and credibility to your programming, which is essential in a field where clients rely on authoritative voices.
Things to Keep in Mind When Producing Your Legal Podcast:
- You need to develop a strong podcast title and description to capture your audience’s attention.
2.You are responsible for creating the programming agenda, focusing on topics relevant to your practice area or niche.
- It’s essential to create professional visuals, including a logo and promotional materials that align with your law firm’s branding.
- You must organize all aspects of production, including scheduling episodes, securing guest speakers, recording sessions, editing content and uploading episodes to various platforms.
- Building a following is key. Engage your professional network, market the podcast through your firm’s channels and be consistent in your releases.
These are the fundamental steps to launching a legal podcast. Beyond these, of course, you’ll need to ensure your content is insightful, relevant and designed to engage a specific audience within the legal sector.
Being a Guest on an Established Legal or Industry Podcast
Before you commit to launching your own podcast, consider being a guest on a few shows first. It’s a lower-risk way to test whether this format works for you.
Personally, I love being a guest, especially when discussing topics I’m passionate about. As legal marketers, we understand that speaking engagements and published articles are essential for building a profile. However, guesting on a podcast allows you to reach new and often larger audiences without the need to leave your office or create complex presentations.
Guesting on podcasts offers you the opportunity to showcase your expertise, share your insights, and connect with potential clients or peers in the profession. Much like traditional PR, you’ll want to seek out podcasts with a legal, industry or geographic focus, where your expertise will be valued by their audience. Listen to a few episodes, get a feel for the format and determine if the host’s style is compatible with your messaging.
Once you’ve identified promising shows, reach out to the hosts with a short bio and an overview of what you can contribute to their programming. I’ve done multiple podcast tours each year, sharing my insights with listeners across the country, all from the convenience of my home or office. It’s conversational, organic and allows people to get to know me and my areas of expertise.
Things to Keep in Mind When Guesting on a Podcast:
- You need to be comfortable being interviewed and knowledgeable about the subject matter—confidence is key.
- Personality matters. Be yourself but remember that most podcast listeners are only hearing you, so voice inflection and articulation are important.
- Engage with the host and the audience as if you were speaking directly to them in a room.
- Be a storyteller. Legal topics can be complex, but using real-world examples, adding humor or incorporating personal anecdotes can make your points more accessible and memorable.
- When choosing podcasts to appear on, make sure to do your homework. Review the show’s content, listen to episodes, and assess its reach and relevance to your practice area.
Podcasts Aren’t Just About Legal Thought Leadership
While legal expertise is vital, remember that podcasting isn’t solely about business or showcasing your legal knowledge. Podcasting can also be a platform for building your personal brand and fostering connections on a human level. Legal clients, after all, are people who want to work with people they trust.
For example, I’ve known legal professionals who’ve hosted podcasts on topics ranging from leadership and resilience to hobbies and personal interests outside the law. These podcasts allow listeners to see a more relatable, human side, which can enhance your personal brand and make you more approachable to clients and colleagues alike.
So, if you have something to say that others can relate to or find value in, I say let’s get chatty! To get started with creating your own podcast or securing some guest spots, reach out to me, Terry M. Isner, at TMIsner@jaffepr.com.