Whether your interests lean toward business tips, creative inspiration or pure entertainment, podcasts are fast becoming many people’s favorite forms of taking in new information.
I am personally a huge fan of podcasts, because I love listening to shows while I’m taking an afternoon walk, lifting weights at the gym or doing chores around the house.
Our agency has also increasingly transitioned to pitching podcasts. Whereas 2-3 years ago, we primarily worked with media outlets like Fast Company, Entrepreneur and Inc, today we’re focused almost exclusively on podcast outreach.
This is because podcasters have discovered something important — when someone spends 45 minutes to an hour listening to you share your passion and expertise, they tend to become big supporters of your work!
Tracking results for our clients, we’ve found that podcasts are outperforming other media types by large margins.
I’ve been educating our clients behind-the-scenes on this amazing opportunity, and today I thought I’d come up for air and share some of the shows we’ve been working with — and listening to! — lately.
1. Don’t Keep Your Day Job
I wish I could remember exactly how my team stumbled on Don’t Keep Your Day Job, as it’s fast become one of my go-to podcasts for inspiration on doing creative work.
Host Cathy Heller has a unique background, which helps her podcast stand out in this crowded field. She’s a leader in music licensing and has been featured in Billboard, LA Weekly, and Variety for having licensed her songs hundreds of times to film, TV and ads. Cathy went on to start her own licensing company, Catch the Moon Music, where she now pitches other artists.
Check out her interview with Christina Scalera on how to build your creative empire.
2. Creative Empire
Speaking of which, Christina actually became our client after I pitched some clients to guest on her podcast!
If you’re a creative entrepreneur, odds are you already tune into Creative Empire, which Christina co-hosts with Reina Pomeroy. If you don’t, this interview on mindfulness and self-compassion with former client Dr. Leah Weiss of the Stanford Business School is a good place to start!
3. Creative Warriors
Every so often, I get a question from someone who knows I worked as marketing director for CoCommercial and wants to know why Tara Gentile switched gears with her business model.
She recently appeared on the excellent podcast Creative Warriors to talk through just that!
If you’ve been thinking about pursuing a membership model for your business, this interview between Tara and Jeffrey Shaw offers an excellent behind-the-scenes look at what happened when Tara decided to pivot.
4. Creative Biz Rebellion
If you’re a maker, this podcast is all about you! Kelly and Caroline specifically target product-based business owners through their upbeat, frank and helpful show.
They recently released this interview with our client Megan Auman on how she uses Pinterest to grow online retail sales for her jewelry business. Spoiler alert: Pinterest is not a social media platform. It’s a search engine that thinks in images.
5. Hashtag Authentic
While we’re on the topic of Pinterest, I also want to introduce you to Hashtag Authentic, who interviewed Megan on how to use Pinterest to make your work go viral earlier this year.
I was initially introduced to this show, and its host Sara Tasker, by a team member, and I’ve since become a big fan.
6. The Rebel Speaker Podcast
Just about every ideapreneur I know wants to become a paid public speaker, which is why I was thrilled when speaking coach Dr. Michelle Mazur launched her own podcast for speakers, entrepreneurs, leaders, and change agents who love speaking both onstage and off, and yet don’t have 100% confidence that they are nailing their message and making the impact they want to make on the world.
One thing that can unconsciously hold you back from sharing your voice and ideas freely is the worry that someone will rip off your work. Can you protect your intellectual property if you share it broadly in a speech. Christina Scalera tackled this topic on Michelle’s show.
7. Your Creative Push
Switching gears a little, Your Creative Push is a podcast that focuses on the creative process itself. This is not a show about how you can grow a creative business — the focus is on how you can finally pursue their creative passion, put aside their fears and excuses and start doing work.
Host Youngman Brown is particularly sensitive to the fact that a lot of his audience has day jobs. Of course, I’m partial to his interview with book coach Jennie Nash on the importance of knowing why you want to do something creative like writing a book so that you can get through all of the resistances that you encounter along your journey.
8. The One You Feed
It takes conscious, constant and creative effort to make a life worth living. The One You Feed is a podcast that looks at how people keep themselves moving in the right direction – how they feed their good wolf.
In this interview with Leah Weiss, hosts Eric Zimmer and Chris Forbes dove into how you can elevate your experience at work.
9. Creative Writer’s Toolbelt
If you want even more of a deep dive into writing tools, check out the Creative Writer’s Toolbelt interview with Jennie Nash. She joined this writing focused podcast to talk about figuring out what your book is really about.
10. Side Hustle School
Side Hustle School is a totally unique podcast from Chris Guillebeau. Instead of sharing live interviews with business owners, Chris digs into a specific side hustle and produces a solo episode that takes you through their journey. The episodes are also shorter than many of the others on this list — typically around 10 minutes, because the show is released daily!
Chris recently shared the story of how Kathleen Shannon and Emily Thompson transformed their skype “business bestie” calls into a 6-figure podcast.
11. Being Boss
I would be absolutely remiss if I didn’t also share Being Boss on this list! Emily Thompson and Kathleen Shannon believe in building a business you love, making bank, and being unapologetically who you are 100% of the time. They have a combined experience and expertise in branding and coaching small online businesses to be more boss in work and life by focusing on “boss” mindsets, habits & routines, tools, tactics & strategies, blended with a little bit of hustle.
Here’s Leah talking about bringing mindfulness into your work with Emily and Kathleen.
12. Productive Flourishing
I’ve been working with Charlie for years, and once upon a time, he interviewed me for Productive Flourishing. I absolutely love Charlie’s interview style, which is incredibly thoughtful and often disarming. His interview with Christina Scalera on both sides of being your own boss is one of my favorites.
13. She Means Business
Carrie Green, founder of the Female Entrepreneur Association, is another business owner I’ve collaborated with a few times. She launched a podcast last year that extends the video content she’s long been producing for the FEA site.
Megan joined her to talk about how she built a successful jewelry business.
14. Hack the Entrepreneur
Hack the Entrepreneur is a podcast for entrepreneurs looking to develop their success mindset. From solo entrepreneurs to startup founders, digital nomads to Amazon FBA, Jon Naster digs into what it takes to be successful with building a SaaS company, affiliate marketing, passive income ideas, coaching and consulting, content marketing, and starting a small business.
Check out this interview with Tara Gentile on community building, content marketing for customer acquisition, and her journey from freelancer to entrepreneur.
15. WTF Am I Doing With My Life with Kristy Arnett You
The last podcast on this list is currently on a break, but I still wanted to include it, because I love Kristy! When I came across her show last year, I found it to be a breath of fresh air.
She interviewed Leah Weiss, and they spoke about the sobering through that you will spend 90,000 hours of your life working— here’s how to make it count.
Bonus Pod: Profit Power Pursuit
Right after I hit publish, I realized I missed Profit.Power.Pursuit, the absolutely incredible podcast hosted by my dear friend and sometimes client, Tara Gentile.
Which is a crime, because this is a totally unique show in that Tara asks clients detailed questions about how they run their business. If you’ve ever wondered how a business really brings in its revenue, or what’s working NOW, this podcast is for you.
Start with the totally illuminating interview with Christina Scalera on how she’s created leveraged income with The Contract Shop.
I’ve been working quietly behind-the-scenes with the amazing, patient and talented Natalie McGuire on a website update, and I’m so happy it’s finally time to share it with you.
While I know you can click around the site and see for yourself, I wanted to take a moment to welcome you and point out a few areas of interest, as there’s so much more to this refresh than a couple of cosmetic changes.
It’s a better representation of the work.
While you probably think of B primarily as a small agency that can help you with media outreach, our speciality is much deeper than that.
Where we shine is in helping forward-thinkers and purpose-driven organizations differentiate your work.
I felt this was an important distinction to make, because this is one of the top marketing challenges for our clients.
And even when an individual or organization has their positioning dialed in, it’s critical that everything we do is aligned with that market differentiation.
Because, let’s face it.
Competition for your audience’s attention is fierce.
Just as online marketing channels have made it more affordable for many businesses to launch, it’s also given your audience an abundance of choice.
This can often lead small businesses and organizations wondering how you can stand among so much competition.
This worry is natural, but it often blinds you to the opportunities that are in front of you.
What you may not yet see is just how many holes in the market there are.
Holes that your people are desperate for you to fill.
What I’ve learned working for clients across industries is that most of your competitors don’t put in the work to dig into the messages your clients are receiving in the media, through books, at conferences and from their peers.
And we use this insight to help our clients stand apart from the competition.
That’s why, even though PR is a big part of what my company offers, we don’t just pitch stories on your behalf.
We help you identify what it is about your work that makes your audience gravitate to you and buy from you.
Often, my job is reflecting back the very best of your work and using that as the starting point of our PR and marketing strategy. I love that I get to do that.
And now our website reflects what we do best.
So let’s get back to the site changes!
Two of the biggest changes you’ll see are the on the new consulting page and in our lead magnet.
On the consulting page, you can see the full breadth of our services.
We can help you with message development, getting an internal PR program up-and-running (probably my favorite thing to do), writing content, social media and media outreach.
For some clients, we even serve as the one-stop-shop for all your marketing efforts. You can outsource your marketing to B, and we’ll hire on the right team to manage all the work for you.
For a preview of our approach, you can also sign up for a new free email series on differentiating your brand in any market.
When you sign up, you get daily emails that guide you through the process I use to help my clients differentiate their brands.
I’m excited to share this with you, because the new optin gift gets to the very heart of our work. My hope is that you get a lot of value from this process and are able to better understand what draws your ideal customers to you.
There’s more to see, like new testimonials on the home page, but I’ll leave you to explore on your own.
Thank you so much for coming by today, and I do hope you’ll sign up for the new free email series, which you can also find in the footer just below this post.
Ps. I also want to thank Shelly Waldman, who staged and shot the photo on the home page and blog sidebar.
Most of the small business owners I work with have one thing in common — you’re not in it just for the money. You’re also strongly motivated by the desire to create work that feels personally fulfilling and has a positive impact on the world.
But the more success you create, the more you can feel tempted to make small compromises around the message you want to put out in the world. The last thing you want to do is alienate the customers you’ve worked so hard to attract.
I’m here today to make the case that this kind of thinking is actually counter-productive. If social impact matters to you, there are some real benefits to incorporating your mission into your business.
1. The road to mediocrity is littered with small compromises.
Another thing my clients have in common is they want to be known for something. Typically that takes the form of the go-to expert in your field, or a sought-after product designer.
It’s next to impossible to get known without staking out a clear and defined position in the marketplace.
Let’s face it — there aren’t huge innovations in how much of our work gets done. This is true for your industry and for mine. No single publicist has some magical method that’s going to guarantee you better results than what I, or the thousands of other firms and independents out there, can get you.
When you think too hard on this fact, it can feel overwhelming. How are your supposed to stand out when thousands of other companies are perfectly capable, if not brilliant, at the work you both do?
For a lot of my clients, it comes to their positioning in the marketplace. It’s not always the work product that gets you hired over the other company. It’s a sense of shared values, or a strong point-of-view, or some small difference in the way you serve your customers. Sometimes it simply comes down to branding — a customer likes your style.
When you start to compromise your dedication to impact, you’re eliminating one strong avenue for creating a market positioning that’s all your own.
2. It gives your brand evangelists something to talk about.
We’ve known for a long time now that Millennials integrate their beliefs into their buying decisions. Well guess what. The Millennials are all grown up. They make up a solid quarter of the US population and they have tremendous purchasing power.
I bring up the Millennials not to say you should be marketing to them, but to show you that a huge portion of the buying consumers in the population make buying decisions at least in part based on shared values.
At no time have we seen greater evidence for how much this matters than in the current election cycle. From the CEO of Penzeys Spices accusing the Republican party of embracing racism to the politically charged Super Bowl commercials, even large, established brands know that their customers expect them to take a stand.
If you believe the Penzeys CEO, this gamble can pay off financially in a big way. But beyond that, putting your company’s values out there gives your fans something to talk about and share. It’s an excellent way to mobilize them to share your company with their larger networks.
3. It’s a time-tested way to generate PR.
Similar to giving your fans something to talk about, being vocal around a hot-button issue gives the media something to talk about. I often hear from clients who donate proceeds to charity and want to get PR for it.
Unfortunately (or happily depending on your perspective!), this is such a common thing that there’s no media value in a story like this. To get press for your advocacy efforts, you need to get creative. And often that means speaking your mind.
Now, this can be risky. Beyond any fear of losing customers or partners you might feel, there’s also a very real risk that the narrative can overshadow the work you do.
I always ask clients, “Is this what you want to be known for?” before they go public with a controversial opinion. Does this value or belief system add to the larger narrative around your company, or distract from it?
But that’s not the only risk I wanted to share with you today.
If you’re going to put social impact front-and-center of your business, you better believe in it. Consumers can sniff out inauthenticity a mile away. In the environmental space, they have a term for companies that are faking their commitment to earth-friendly policies: greenwashing.
If you’re in it for the bottom line, that’s okay! You don’t have to fake a social mission. We can use one of the other techniques to make you stand out in your industry.
Just like another company wouldn’t fake being the first to market with a new technology, you shouldn’t fake a social mission just to get known.
At the end of the day, PR is about helping your audience get to know you. Not spin. Not faking an image. But rather helping the public see what you’re all about.