Matt Johnson is Founder and CEO of Pursuing Results, a podcast production agency that works with emerging thought leaders – business coaches and consultants. Using a detailed process, Pursuing Results helps clients launch their brands, executes and distributes its clients’ weekly video podcasts, and promotes thought-leader business growth. His “specialized assembly line” produces consistently high-quality, on time podcasts. Matt focuses on a narrow product/client niche, because, he believes that, of all the content marketing things he used to do, podcasting produces the most growth and the most leads for his clients.
Matt believes that, in order to influence people to trust you and to take action, podcasts have to be structured in a particular way. In this interview, Matt outlines three things that turn a podcast from entertainment into a platform for leadership:
- Seeing is Believing: Podcasts should be conversations with other influential people. When people see that you are recognized as a leader in your “area,” they will believe you are a leader in your area.
- Share Client Successes: Feature conversations around your (past or current) client’s successes. Put at least some focus on how the work you are doing (or have done) for them contributes to their success.
- Go solo: Matt says, for a thought leader, having a podcast is akin to leading a church. If you are a leader in that church, you should be capable of delivering a sermon in that church.
How to develop solo topics? Matt works with his clients to help them identify their beliefs, values, and opinions – breaking down their holistic viewpoint into small chunks, each of which can be used as a solo episode topic. The sweet spot is to “go solo” every third or fourth episode.
How to keep the podcast momentum going and score some “quick wins”:
- Be strategic about whom you interview – make sure you have a good message-to-market fit
- Genuinely enjoy the interview conversations and the relationships you are building with your guests
- Work behind the scenes to turn those relationships into a strategic referral network.
Matt attributes a good part of his (and his client’s) podcast success to the system he built around the process – and provides tips on strategic process-building and building checklists. He recommends that people who are considering starting a podcast . . . get interviewed themselves to nail down their message and what they want to talk about. How to get featured? A good start would be Matt’s website at: http://howtogetfeatured.com.
Matt can be reached on his company’s website at: http://pursuingresults.com, where listeners can learn about his production service; on Instagram at: https://www.instagram.com/microfamous/, and on LinkedIn at https://www.linkedin.com/in/microfamous/. Matt will be launching a book, Microfamous™ in the near future.