Simon Thompson on the Power of Content Creation and Using Podcasts to Build Authority


We’ve all listened to them.

But, how do you get your target audience to choose the right ones to listen to–yours?

What secret sauce can you add to make it more alluring than the rest?

Over the past several years there’s been a tremendous popularity increase in podcasts. But with more and more to choose from, how do you differentiate?

Simon Thompson, Co-founder of Content Kite, joins us to talk about how you can rise above the noise with your podcast and, if used correctly, how you can elevate your brand’s image.

How to Get Your First Guest

When you reach out to someone and ask them to be a guest on your podcast, you’ve immediately provided value to them.

Of course, value comes in many forms whether it’s:

  • Exposure
  • A free marketing channel
  • The chance to position themselves as experts in their industry

As Simon explained, “People generally enjoy sharing their story and giving back. Whatever value you can highlight when reaching out will be beneficial.”

The Benefits of Having Your Teams Leverage Podcasts

Once you starting producing podcasts, how do you maximize the value you offer through them?

Have your sales teams refer customers:

“As a salesperson, for you to be armed with helpful content at all times can be helpful,” Simon explained, “If you’re talking with a client and you can then send them to the podcast to further help them, you can link them. It’s the trust building that establishes that relationship.”

If done correctly, podcasts can be another tool in the toolbox for your sales and marketing teams to utilize and expose potential customers to.

Podcast Challenges

You’ve made the decision to start your own podcast. The question is – how do you stand out when so many other podcasters are seeking to grab your potential customers’ attention, as well?

Getting off the ground and keeping a strong pace is paramount.

Not surprisingly, Simon said, “85% of shows don’t make it past episode seven. The number one mistake people make is trying to do everything.”

Once you get a few episodes under your belt, keep in mind that the process will get easier and easier as you gain some traction.

If you can, outsource.

And don’t make the same newbie mistake most make: don’t be overly critical of yourself. Don’t worry about how your voice sounds, for example. If you’re putting out good information, your listeners aren’t going to notice the little idiosyncrasies that you’ll pick up on right away.

“The fun part is really forming the relationship and having good conversations,” Simon told us.

“85% of shows don’t make it past episode 7. The number one mistake is trying to do everything.”


How to Differentiate

Differentiation in the podcast space is a necessity.

Without it, your voice will dissolve amongst the noise.

When we asked Simon how his team advises clients on being different, he had this to say: “No one can fake your personality and your voice. Once people connect with that, it’s authentic. And that is something that comes across really well in audio format.”

From there it tends to come down to what the market is doing:

  • Find a niche within a niche.
  • Always focus on your audience and not your expertise.
  • With authenticity in place, grow it out from there.

Key Takeaways

1. The B2B space is almost impossible to differentiate through your product or service alone.In the eyes of your client, it’s not going to be apparent. The real differentiation is your perspective and your talent. And the best way to do that is audio and video. With audio, people don’t get distracted as much as with video. It gives them an opportunity to really get to know you.

2. People are less inclined to speak with you unless you provide them with something they perceive to be valuable.Go into podcasting, keeping this in mind whether you provide them value through offering them exposure, a free marketing platform or the chance to develop their thought leadership!

3. Relationships are the name of the game.If you develop a platform through the right medium, where you can build key relationships at scale than you’re bound to be very impactful. So long as relationships continue to be key in the B2B world, building them at scale will be vitally important. Cultivating the right podcast presence allows you to do that.

When we asked the best way to reach him to learn more, Simon’s simple answer made us smile – “Invite me to a podcast.”

“The fun part of having a podcast is forming the relationships and having good conversations.”


This post is based on an interview withSimon Thompson, the Co-Founder ofContent Kite. To hear this episode, and many more like it, subscribe to theB2B Revenue Executive ExperiencePodcast.

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