These days, business leaders in the AEC industry are constantly looking for the next best marketing tool and the most effective way to distribute information to clients, architects, consultants and suppliers. So how does a company stay top of mind, continue to add value and leverage industry knowledge while drifting away from the old-fashioned sales pitch? Thought leadership.

As a thought leader, an individual or organization is recognized as an authority in a specialized field whose expertise is sought out amongst others. This form of marketing helps establish opinion leaders as advocates and trusted sources who inspire others with innovative ideas, turning a seemingly impossible concept into reality and showing others how to replicate their successes. Thought leadership takes time, knowledge in a particular niche and a certain level of commitment to resist the status quo. Mediums can be in the form of a variety of publications through digital outlets, such as social media networks, websites, specialized blogs, webinars and white papers. Although not a new tool in the mix, podcasting has become a great format of content production and many are seeing the added value that it brings to their business.

Fifteen years ago, Apple first offered free podcasts on iTunes. Since then, this medium has gained avid listeners and followers around the world. According to Podcast Insights, 75% of the U.S. population is familiar with the term “podcasting.” Approximately 55%, or 155 million people, have listened to a podcast, which is up from 51% in 2019. One reason for the growth is a result of the number of podcasts available on a range of topics. Edison Research and Triton Digital state that there are more than 800,000 active podcasts with over 54 million podcast episodes currently available worldwide. In 2019, a record high of 192,000 new podcasts were launched in the first ten months of the year.

The basics of Podcasts

So, what are some of the basics to podcasting? For starters, podcasts come in interview, conversation, and panel form and are often hosted by an individual covering topics that go beyond the coverings of the firm. By having a likeable host, listeners can get know the speaker on a more personal level by hearing the voice behind the words. Guests who are interviewed should be open, candid, engaged, insightful and enthusiastic. The conversation between the host and guest should be casual, yet informative. Podcasting should be used as an opportunity for a business to boost their brand through partnering with other companies looking to do the same.

Before diving into the planning stages of podcasting, it’s important to determine the overall theme for the series. Who is the audience, what type of useful information could be shared and are there any other podcasts in this market? Considering all areas will help businesses fine tune their podcast structure and alleviate any concerns in regard to future topics and discussions. Of course, this may evolve, but it is great to have a starting point in the early stages.

Although podcasts only include audio, there is the ability to build brand awareness with artwork. Creating a podcast cover that speaks to the podcast series’ theme, the brand of a particular business and the message that needs to be conveyed is crucial. Equally important is the name of the podcast series. Choosing the right name will group a business with similar industry leaders and gain attraction with the right audience.

Keep in mind that with its relatively low-cost to produce and publish, podcasting is a labor-intensive process. A podcast must be planned, recorded, edited, distributed and promoted. All in all, a typical episode could require 10 to 20 hours of production effort. A business should consider whether it has the capabilities to produce each episode in-house or if outsourcing is the best use of time. If it is determined that in-house production is better suited, proper equipment should be purchased to ensure that the audio is recorded at the highest quality.

Podcasting for Contractors

Why did general contractor Harkins Builders, Inc. decide to explore podcasting? Harkins’ culture is centered around their employee-owners learning, growing, and becoming closer to one another through shared experiences and lessons learned. This wealth of knowledge and insight, along with a host of internal experts, led them to see a gap in the industry. By filling this space, they were able to connect and engage with current and potential clients and solidify their position as a dependable resource in the AEC industry. Its podcast, “Conversations in Construction” was launched in June 2020 with another episode in the works for October 2020.

Podcasting supports the on-the-go lifestyle and offers users the power to access episodes on-demand. Companies that are not already working podcasting into their marketing plan should consider this as part of their strategic initiatives. With careful planning and experimenting, podcasting can be an effective tool for businesses that aim to think outside the box.