In the episode of Recorded Content, Mark Colgan, co-founder of Speak on Podcasts, discusses the importance of guesting on podcasts to establish credibility in your industry. Mark, a seasoned entrepreneur and growth consultant, shares that success as a podcast guest depends on leveraging strengths and improving weaknesses, rather than pure talent. He emphasizes the necessity of forming relationships with podcast hosts and delivering valuable, freely accessible information to today’s savvy customers​.
Mark asserts that both hosting and appearing on podcasts are equally crucial for B2B tech companies as they provide authority, credibility, and third-party validation. He views speaking on podcasts as a brand awareness campaign rather than a tangible marketing strategy like trade shows. The podcast content, he explains, positions the speaker as an expert providing solutions, which helps build brand familiarity and connects with the target audience​.
He points out the outdatedness of old PR methods, contrasting them with the evergreen content that podcasts offer. Mark concludes by advising potential podcast guests to start with research, understand their motivations, identify their audience, and reach out to podcast hosts with a clear demonstration of the value they can provide​.
