One system · Podcasts
Get your partners booked on the right shows.
Partners appearing as guests on shows your buyers listen to, then every episode cut back into posts.
01What it builds
Depth: an hour of your thinking.
A long conversation shows how a partner thinks in a way a post cannot.
-
One episode
1hour
of a partner explaining how they think, to the people who buy from them.
Slow, but each one lasts. It suits partners who explain well out loud.
Podcasts · at a glance
- What it is
- Partners appearing as guests on shows your buyers listen to.
- What it builds
- Depth: an hour of your thinking.
- How fast it works
- Slow, but each one lasts.
- Best for
- Partners who explain well out loud.
- On its own
- The audience hears you once and moves on.
02The right shows
Judge a show by who listens, not how many.
A large audience of the wrong listeners is worth little.
Not
The biggest show.
But
The show your buyers listen to.
03How it fits
One interview gives the pitch, the episode and the posts.
On its own, the audience hears you once and moves on. In one system, the episode keeps working after it airs.
- 01
The pitch.
Your one-line positioning and the three stories only you can tell, already told out loud once.
- 02
The episode.
On a show your buyers listen to. Lead with the line and the stories, and the host can hear the episode before it's recorded.
- 03
Back into posts.
The question the host asked becomes a post, so the people who heard it can find you again.
- 04
Warm signals.
A buyer who heard the episode and then comments on the post about it isn't a stranger any more.
Jonathan Peters-Newman, our co-founder and Head of Content, runs the weekly content interview like a podcast on purpose. A host will do the same thing later: ask questions and listen for the line worth keeping. So a partner arrives on a show having told their best stories out loud already.
It works in the other direction too. One client built his content on honest, analytical takes on his industry's news; publications now call him first for a take when a story breaks, and the top podcast in his space has hosted him.
“I run the weekly interview like a podcast on purpose.”
04Where it sits
One of eleven channels, run as one system.
Seven channels get you known. Four more start the relationship.
Judge every channel the same way: not by downloads, coverage or headcount, but by whether the right people come closer to a conversation.
05Questions
What partners ask about podcasts.
Short answers.
How do consultants get booked as podcast guests?
Pitch the shows your buyers actually listen to, with your one-line positioning and the three stories only you can tell. A host is booking a good conversation, so show them you can have one: if you are interviewed every week for your content, you have already told those stories out loud. Judge a show by who listens, not how many, and turn the episode back into posts afterwards so the people who heard it can find you again.
Is podcast guesting worth it for consultants?
Often, when the show's listeners include the people who buy from you. A long conversation shows how a partner thinks in a way a post cannot, and a good episode gives you material to reuse in content and outreach. A large audience of the wrong listeners is worth little, so judge a show by who listens, not how many.
Should a consulting firm start its own podcast?
Usually not first. A show of your own starts with no listeners, and building them is slow. Guesting puts a partner in front of an audience a host has already built, on a show your buyers already choose to hear. Start there. If your partners hold an hour well and the right people respond, a show of your own can come later, run the same way: each episode cut back into posts.
Who in a firm should be the podcast guest?
The partner who explains well out loud: someone with a clear one-line positioning and three stories only they can tell. A host is booking a good conversation, and listeners judge the firm by how that person thinks.
How does Fimiliar use podcasts?
As one of eleven channels run as one system for consulting and professional service firms. Partners are booked as guests on the shows their buyers listen to. The weekly content interview gives the pitch: a one-line positioning and three stories only that partner can tell. Each episode is cut back into posts, and the people who engage with them are treated as warm signals, contacted only when there is a real reason to.
Next step
Get heard by the people who buy.
Thirty minutes on your firm and the clients you want to win, to see if you qualify.