Another new podcast launch

Another new podcast ('The Leading Edge') has been added to the stable of "always-on" monthly industry-specific thought-leadership podcasts made by Bwlb.

Rachael Bliss, the CEO of The Guild of Architectural Ironmongers approached Bwlb to see if we would develop, launch, edit and exec produce a new podcast for them, having seen the success of our other podcasts, particularly Planet Possible.

I was so happy to get an approach like this. When new customers come to you because of the quality of your existing work, that's a real sign that you're doing something right. We believe that if you can make podcasting accessible to new starters (in terms of process and budget) then it's possible to grow together. 

Rachael was looking to get started quickly and that is fine by us. We're a small flexible company and if we can see the mutual benefits of a project going forward, then we can get stuck in straight away, which is what we did. After investing some creative time together, 'The Leading Edge' was born. 

A real key part of the initial set up work we do is getting the core values and aims of the podcast in place. I always ask prospective customers the same 2 questions:

1. Who are you trying to reach?
2. How do you want them to react?

Answering these questions properly saves everyone from making a podcast just for the sake of it. It ensures you know who your audience is and that you deliver value for them. 

This groundwork gets the whole project off to a strong start... plus gives you a compass to go back to if you ever get stuck for a decision on format / guest / theme / promotion strategy. Just go back to your original answers to those two foundational questions. Does what you are contemplating doing work for the people you want to reach? Is it likely to generate the reaction you want?

Often in thought leadership podcasts made for membership organisations like this, the aim is to be useful, trusted and top-of-mind for members and industry colleagues... i.e. establish a position of thought leadership in the industry (from which a whole load of reputational, operational and, yes, commercial benefits can come).

'The Leading Edge' could not have got off to a better start. One of the biggest hitters in the industry came on as a guest on the first episode, which itself gave vital analysis on a huge upcoming new bit of legislation in the sector. The numbers - for a debut episode - have been brilliant. And the feedback to Rachael and her team from the industry has been extremely positive.

A very satisfying project from the very start, and one we look forward to building in the long-term. 

Andy - Founder, Bwlb