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It’s not just smaller advisor firms with limited marketing resources that can use podcasting to deliver their messaging to affluent prospects and clients. Big firms can easily leverage the potential of podcasts. I recently started a modestly successful podcast, so here are my suggestions for those who are thinking of doing the same.

Podcast versus video

Podcasting is something that advisors should definitely consider doing. It’s easier than YouTube video.

The investment of cost and time is much smaller than other forms of multimedia production such as videos. I have a YouTube channel and every time I shoot a video I have to worry about lighting, sound, the background setting, how my hair looks and what I’m wearing. The list goes on and on. I never professionally produced the videos, which results in poor production quality. Don’t get me wrong; the channel is still successful but it’s raw.

But it’s obvious I’m not investing a ton of time prettying things up.

I’m not alone. Videos have also been a struggle for my clients. Even my bigger clients, those with substantial staff to help, have found it a chore to coordinate production of videos.

It’s also easier to mass produce content with a podcast. If I want to tape three episodes in a row of my podcast, nobody knows that they were taped on the same day. In contrast, if I want to tape three YouTube videos, I have to change my outfit three times or people know that I just rolled them out one after the other.

It is way easier to collaborate via podcast. Collaboration matters because getting exposure to your guest’s audience is one of the best ways to get exposure. On YouTube, if you were to do a collaboration video, either the person has to be in your physical vicinity or you have to do one of those split screen videos. That requires investing in the technology and it is less cohesive to see two people in two different places. In other words, it’s obvious that the two people are remote. In contrast, I can tape a podcast with my guests over Zoom conference. It costs me no money and the viewer never has to know that we’re not in the same place.