Why don't more people know about small business podcasts?

 When media covers the podcasting space, they usually focus on the big network shows or large money making podcasts, leaving out huge segments of podcasting that are thriving.

Like the one you're probably in: business podcasting. 

Let's talk about this!​

Business podcasters are not always "podcasters"

​In early 2020, Emilie Steckenborn of Bottled in China was the first people I met who podcasted but didn't consider themselves a "podcaster." Not in the indy podcaster recording in the basement sense nor in the network show sort of way. Because of my own podcasting origin story, I was used to geeking out about every podcasting decision and task that indy podcasters did. All the hats we wore. And as such, my starter questions for our conversations were based on things that non-podcasters wouldn't give a s*** about.

You can hear how she positioned her podcastingness when she said: 
"...I have a food and wine podcast that I started in 2016 and it's called Bottled in China. And the goal was to really share some stories about people in the industry, about what's really going on in the food and beer and wine scene."

Compare:
"I'm a podcaster and my latest podcast is....."
and
"I have a food and wine podcast".

This might seem like a small difference but it's not.

​It was huge and it blew my mind. ​

Business podcasters often focus on their industry, NOT podcasting tasks

Don't get me wrong, Emilie was incredibly passionate about her field: wine. But when I asked about microphones, podcast hosts and how she got started podcasting, our conversation fell flat. And it makes sense. Because what she was passionate about was wine. She expressed this focus from 12:54 to 18:36. And I appreciate this honesty so much because in the billion dollar "industry" that the news reports as "podcasting," small business podcasting is often left out. It's rarely or never specifically reported on even though it's a fruitful marketing tool that many small business folks rely on.

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Are small business owners are too busy for a podcasting space?

Fast forward about 3 years to November 2022 and as I was trying to sort my business out in a daily podcast publishing event, National Podcast Posting Month. On day 22 of 30 for the challenge, Neal Veglio and I dig into this small business podcasting space and how underserved it was. At the time I was using the term "solopreneur" because it fit. But not enough people were using that term, so I've stopped using it. I'm often ahead of the curve. It's painful sometimes but I trudge on, lol. 

At this point I had already transitioned from indy podcaster to business podcaster AND podcast service provider. In fact, Podcast To Connect, my business podcast, started with these 30 episodes. And in this meta challenge I was using a podcast to attract podcast clients. As an indy podcaster I was used to podcasting news not fitting my experience but there were at least indy podcasting spaces like The Podcast Host, Buzzsprout, International Podcast Day, Better Podcasting and more. Indy/hobby podcasters had a community, a space to learn how the general podcasting industry news applied to them. But business podcasts didn't.

What's even worse is that small business folks were even busier than indy podcasters who often worked day jobs and podcasted in their free time. If I'm honest, I saw way more podfade in the business podcasting space than in the hobbyist space. ​

Should we spread the word about business podcasts? 

So last week when I read Rebecca Sananès' Vanity Fair article "After the Podcast Gold Rush, Is Audio Too Corporate to Be Cool?" my frustration returned. Rebecca wrote about radio and network podcasting, briefly mentioning hobbyists but not business podcasts. And I get why. It's just not that talked about. Why? I've met and worked with many small business folks that have either centered their marketing efforts with podcasts or shifted things significantly to include a podcast and it's paid off. 

So why isn't anyone writing about small business podcasts? 

Well, I am. But maybe it's time to step by where and how. 

So if you're willing to share your small business podcasting stories with me, that's be great. As of this week I'm going to be pitching an article on this topic to all the publications with enough of an audience to make this a thing. With your stories I think we can make this happen. 

Let's build a list of small business podcasts that have changed how their owners have changed their marketing for the better. Reach out if you're interested in participating. 

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Quick, practical tips for small business owners and thought leaders who use a podcast to share their skills, knowledge and stories in the Coffeelike Media newsletter. Every Monday!
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