Empowered

As we discovered in part one, setting yourself up to record podcasts is a relatively quick and easy process. But attracting and retaining listeners is not quite as simple.

Stock-market analyst and investment manager Dale Gillham says it took him several years of trial and error before his podcast, Talking Wealth, attracted a significant listenership.

The show, which Gillham launched in 2007, has since become one of the most downloaded finance podcasts in Australia, and this year was voted the #3 stock market podcast globally by Feedspot.

Gillham says the success of the podcast has driven a significant number of new clients to his wealth-management business, Wealth Within. He now offers pointers to other advisers who are hoping to bolster their own businesses via podcasting.

These are his three golden rules for curating relevant and engaging podcasts.

1. Curate a mix of topical and evergreen content

Gillham says episodes that dissect the news of the day should be part of the mix when curating a newly launched podcast. “It’s important to think about what’s going to get you new listeners, and that is generally topical stuff that’s being Googled right now, whether it’s an interest rate rise or a stock market crash,” he says.

However, Gillham says, the bulk of your episodes should be evergreen. “Most of my podcasts tend to be less topical and more theoretical: how people should think about investing and trading.”

Gillham says this evergreen content helps him build strong and long-lasting relationships with listeners who can apply his general advice to their specific situations at any time.

2. Don’t be too formal

Some advisers record serious podcasts in the hope of building credibility with listeners, but Gillham advises against it. “A podcast is not just about conveying information,” he says. “People listen because they like to be entertained, too.”

He adds, “A lot of people in financial services can be perceived as formal; and that doesn’t make you approachable. Which isn’t what clients like – especially younger people. If they can’t connect with you, they’re not interested.”

Gillham takes a casual approach to podcast production for the same reason. “My podcasts are highly un-produced,” he says. “I cough, I sneeze. Sometimes I’ll say, ‘Geez, that was terrible, I got tongue-tied on that one.’ Because that’s what life is.”

3. Be generous with information

Gillham says “If the aim of your podcast is to bring clients over to your advice business, don’t skimp on specific advice or information, even if that information is valuable.”

He adds, “All too often, financial planners try to restrict what they give away, but by doing that they lose. If you teach people and help people, you win.”

Important: This article has been prepared without taking account of the objectives, financial or taxation situation or needs of any particular individual. Before acting on the information, you should consider its appropriateness to your circumstances and if necessary, seek appropriate professional advice. Any information used in this article is for illustrative purposes only. Dale Gillham is external and not a member of the Commonwealth Bank of Australia Group of Companies (the Group) and the content or any view expressed by Dale Gillham does not represent an endorsement, recommendation, guarantee or advice in regard to any matter. CBA, nor members of the Group accept any liability for losses or damage arising from any reliance on external parties, their products, services and materials. Past performance is no guarantee of future performance.