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Zach Armstrong, founder at Rooster High Productions, guides you through harnessing the full power content marketing powered by podcasts, especially for professional service businesses. In each episode you'll learn another process, method, or best practice for using podcasts as a cornerstone of a content strategy that starts that relationship with your next client before you meet them.
Zach started in theater in 2003, audio in 2010, and marketing in 2015. As an editor, storyteller, small business owner, and marketing process guru, you'll find yourself entertained and informed when you subscribe to Rooster High Radio.
rhr_ep1_youareyourgreatestasset
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[00:00:00]
Introduction
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Hello and welcome to Rooster Hi Radio. I'm your host Zach Armstrong, and thanks so much to the band for playing us in there. Today we are talking about the fact that in especially in a professional service business, you are your greatest marketing asset so that you can show your audience what's different about you, Because Because when you have a business focused around a service, that relationship and that personal connection of which you are the major part of for your clients is one of the biggest things that makes you different from everybody else. your organization or your service might have other differentiators.
You might do things in a special way. You might have a new innovative process. You might have some tools you use experiences that you have that other [00:01:00] people don't. But the thing is nobody else has you. Other people could develop those, even if they don't do them as well, but nobody else has you. This is Rooster High Radio.
My My name again is Zach Armstrong. This is where we're gonna be talking about using podcasts as leverage for content marketing, right?
And our topic today, the fact that you are your greatest marketing asset is really tied to how personal podcasts are. They're so personal, they, they, they get in your ear. People just get to know your personality, right?
Parasocial Relationship
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You want to be fully you, right? Right. Uh, you, they want to be as much as you as you can be in these things. So people really get a sense of who you are, right? Who they're gonna encounter when they actually get on that discovery call, when they walk into that lunch meeting. You want those to line up. And podcasts are a great place to be yourself and to generate a whole lot of content that's focused on your brand.
'cause it comes straight from you. It comes straight from you.
So when you present you in the marketing as a professional service [00:02:00] person, people are going to be able to connect with you better and start that relationship out on a podcast, on social media or somewhere else so that that relationship can get going. That content is doing that relationship building work while you sleep, while you work, it goes up. And as long as you are respecting the algorithms, figuring out what works, right, being genuine, being just the right amount of polished, right? Then you are going to get eyes out in front of people. Now, maybe there's gonna be discoverability there, but maybe just a handful of views is all you need because people hear about you, they hear about you from a friend. They find your website, they go to your social to say, okay. What's this person all about? They end up watching a few reels on Instagram. They find you on TikTok, and they start to get a sense of who you actually are, who's going to be serving them, and they say, okay. Now I've got the start of a relationship admittedly parasocial, right?
One-sided through a camera, [00:03:00] but they've got the start of a relationship with you and you just had to put that content out there once. Be yourself, right? There's plenty of strategy around this. There's plenty of ways to do this well, but if you can do it well, you get that relationship started and wouldn't you love it if you started a meeting with a potential client and they walked up and they said, I feel like I already know you. I trust you. I know what you're about. I love the way you do things. Where do I sign?
Your Are A Differentiator
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And you as a person in your business are one of your business's biggest differentiators, like we mentioned earlier, right? And you get to jumpstart that relationship, show off what's different, literally just you plus any of your skills and assets that you leverage in pursuit of getting your business done right? As And people will book you when they know they like you and they trust you to get it done right. Some people will book on liking you and saying, okay, well I really enjoy them. I like the way they do things. I feel like they get me, so I wanna book them. Some people need to be convinced about your expertise.
They're gonna say, okay, I have this much money to [00:04:00] spend. I need to get value from it. Who's got value? And if you are putting content out there that is Honest about who you are. Those people with the budgets to hire you, who want to trust you for whatever process they're gonna walk through with you, whether you're business to business, whether you are serving clients, uh, like, like home buyers, right?
Those people are gonna start trusting you. You're gonna build a relationship automatically as you sleep, as you work through content that is powered by your podcast.
The Competition Doesn't Have You
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Because your competition doesn't have you. I'm Zach Armstrong and nobody else has Zach Armstrong. Even as I've been building the solopreneur business this year, I've been researching other podcasts studios, right, who focuses on B2B, who focuses on content marketing, and I found a number of very cool organizations that I can look at, that I can emulate, and even the companies who do work that is very similar to what I am doing, right. Content marketing, powered by podcasts, [00:05:00] especially for professional service businesses. Even the people who look similar to that, I'm like, Hmm, oh no, I, I wouldn't do things in this particular way. Oh, I see how this person's personality is really coming through here, and that's great.
Because you get to see exactly how that person is thinking and doing things and the kind of processes they're running. And I realized, wow, I'm even still quite different than this person. So that's what I gotta put out there, right? I, I've got to look at who I am, what my value I. Is to uh, uh, to somebody with a marketing budget who might want to put a podcast together and take content from it and say, okay, how can I be myself and focus on and show all of the things that are my skills that they're gonna get right?
My values, my skills, my experiences, my processes. I love a good process. Been a long time as a project manager. How can I do all that in a way that shows them really who I am now? Not everybody might like me, that's fine, because if I'm being myself, if I'm really showing you, I'm putting my best foot forward and showing [00:06:00] you who I am, what my experiences are, and how I value doing work.
Then the right people are gonna say, yes, I wanna work with Rooster High. The right people are gonna look at you and say, okay, wow. I love how, I love how they did that. I want to work with them specifically. Now there are some lines you perhaps don't want to be a, a complete weirdo, but you can be yourself in a way that perhaps will turn a few people off. That's your calculation to make, right? When I put together the intro for this podcast, I found some cool kind of punk rock music, and then does this kind of front man promoter yell over it?
Because I just thought that was a whole lot of fun, a high energy way to start off, the podcast. And so I went for it. I went for it. Now, somebody might listen to that and they might not like it, or they might be neutral. They might like it, but they're gonna get a sense of, they're gonna get a sense of me, or at least my sense of humor, uh, when I'm being very high energy.
Maximize Your Audience's Chance To Know You
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So the next point is because of the relationships are so key to business, and as a prof, as a likely service professional, you know this already. You want to maximize the chances People have to [00:07:00] get to know you, whether they just see you as they're scrolling across reels on Facebook or Instagram or TikTok, right?
YouTube shorts, all these different places. Whether they're just scrolling and they discover you because the content is relevant and it came up in front of them, whether they are looking for you and they say, okay, I've looked up your page. Now I want to get a sense to know them. And if you have a lot of personal content that shows your face, uses your voice, they're gonna get to know you and they're gonna get to start that relationship.
You get to maximize your number of times you're starting or, or endearing somebody into that relationship online. That's why it's so important to use yourself and to refine how you use yourself in your own marketing.
Then it is on brand almost, whatever you say. It's on brand because it's, it's you and you are the one who builds the relationships. You and your people build these relationships. So when you focus on this, the people who want to work with you are gonna be primed to do so, right? It's like getting , [00:08:00] uh, getting an engine started by priming it. You are getting, you are getting yourself . Into their system, your brand, your voice, your values are getting into their system and they say, oh, you know, I do like them.
I wanna work with them, and now I'm primed and ready. When they walk into the, at lunch meeting, they walk into that pitch meeting, they're gonna say, you know, I feel like I know you. I feel like I, I already have a lot of confidence in what you are about. So that's why I recommend podcasts as your primary way of capturing this. You want to do video so that you can show your face.
Advantages Of A Content Marketing Workflow Using Podcasts
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And the reason I recommend podcasts is a few. Distributing podcasts through an RSS feed. Very easy to do, through a number of different hosts. Now, you want a good host. You want them to be, you want the people running it to be podcast nerds so that your downloads are accurate, all this sort of thing.
You can record an entire batch of episodes in about two to three hours max, and then it off to your editor. Send it off to your person, pulling clips, right? And then they can grab all those as you leverage that short window of time to present your best self.[00:09:00]
And then all of that goes out and becomes your marketing, saturating your social media for the entire month, every day if you're pulling six clips out, so you've got that for six days of the week, and then the podcast comes out in a certain day, boom. It's a beautiful process. There's way to do it. That's the kind of thing we do over here at Rooster High Productions.
Outro
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So thank you so much. My name again is Zach, founder over at Rooster High Productions. If you're interested in our work, check it out on the website, roosterhigh.com. That link is in the description. You can reach out to me by emailing zach@roosterhigh.com and go ahead and give Rooster High Radio.
I'll follow if this kind of content interests you. If you want to be learning more about how to leverage your content marketing time more effectively, making the best possible stuff in the least possible time. 'cause you've got work to do, you've got work to do. Thank you so much I've and Zach Rooster High Radio.
We'll see you next time.