Podcasting for Business — Unlock the potential of podcasts to drive growth for your business. Explore our guide on podcasting for business.

Podcasting for business is our topic for this episode of Onward Nation. We dive deep into cornerstone content — what it is, why it matters, and how to wield it effectively. In the world of agencies, there’s often a misstep when it comes to crafting a robust content strategy. We tend to veer towards churning out countless bite-sized pieces of content rather than focusing on something more substantial. It’s understandable — the idea of creating a single, monumental piece of content can seem daunting when compared to the allure of producing a multitude of smaller ones.

But here’s the thing — creating cornerstone content is the key to establishing authority in your niche. It’s about crafting content that not only serves as the foundation for your promotional efforts but also generates a plethora of smaller, valuable pieces. We’re not just defining cornerstone content — we’re showing you how to create, slice, and dice it into smaller cobblestones.

Joining me is an absolute expert in the field — Harry Morton, the brilliant mind behind Lower Street, a premium podcast agency. Harry and his team are all about cutting through the noise and launching standout shows.

We explore the strategies, pitfalls, and insider secrets to mastering the art of podcasting for businesses and crafting cornerstone content that demands attention. 

Whether you’re a seasoned pro or just dipping your toes into the podcasting for business waters, this episode is packed with actionable insights to help you take your content game to the next level.

What you’ll learn in this episode is about podcasting for business:

• How Harry realized the potential of podcasting for business and founded Lower Street, and why he believes it is never too late to start a podcast
• How podcasting for business can serve as powerful cornerstone content, and what key questions to ask yourself before starting a podcast
• What tips and strategies Harry has for anyone looking to “skip the awkward years” while hosting a podcast show
• Why preparation and planning are the keys to having a great conversation, and why you should focus on adding value for your audience
• How Harry and his team help new podcast hosts master the interview skills they need to ask deeply relevant, content-rich questions
• Why the “three act narrative” structure can be a valuable way to structure your podcast, and why you should avoid the trap of asking too many boilerplate questions
• Why your conversation with your guest should never feel “salesy”, and why it should always be focused on being helpful to your audience
• What steps you can take to go into a recording session fully prepared, and why having an assistant on the call with you can be helpful
• What resources, tools and software are available to help you make a great podcast, and how a podcast episode can be sliced and diced into smaller “cobblestone” content

Resources:

• Enhance your insights about podcasting in business by listening to our podcast: Turning a Podcast into a Business, with David Mammano
• Ask us about our Narrated Interview service that elevates a regular interview-based podcast to something unique to your brand. Don’t just start ANOTHER podcast, start something special: https://lowerstreet.co/narrative-podcast-service
• Learn more about podcasting in business, and you can find Harry Morton here.
• LinkedIn: https://www.linkedin.com/in/harrymorton/
• LinkedIn: www.linkedin.com/company/lower-street/
• Facebook: www.facebook.com/lowerstreetmedia
• Twitter: @podcastharry