Creating your own podcast series can be a very effective way of attracting the attention of your target audience while demonstrating your expertise in a key field. If you can build 30/40-minute episodes that people genuinely want to listen to, you will literally be having a word in their ear for a prolonged period – something that many forms of marketing can't compete with. And you don't have to commit to endless episodes. Sometimes, simply creating a single season of five or six episodes may prove highly successful in pursuing a strategic goal. Entry costs are also minimal – but it pays to have an experienced podcast producer working with you.

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In 2018, I launched a podcast series for the Scottish Business Network, interviewing some of the big personalities in Scottish business. Prior to COVID, many of the episodes were recorded in front of a live audience in London. I clocked up more than 90 episodes before stepping back in 2023 and passing the baton over – the full series is available here.