Find out if writing a book or starting a podcast can be the best move for Building Authority and thought leadership in your industry.
Podcast & Business
Today’s digital age of transformation gives you various platforms to build authority. Earlier, people used to prefer maintaining blogs or writing a book because those were the only two options available for building authority.
Now, you can choose anything from building a newsletter, writing on LinkedIn and Twitter or hosting a successful podcast. The possibilities are endless.
However, people often get confused between writing a book or starting a podcast. Both require immense effort and patience.
Difference between a book and a podcast
Effort & Marketing
A book and podcast are valuable tools to establish and build authority. A book is a one-time effort where you have to collate the chapters and find a publisher. Once published, you will have to put your efforts into marketing it.
Podcasting, on the other hand, is continuous, you must explore various ideas and create content weekly. Also, you have to market it continuously to ensure that all your episodes get good traffic.
Target Audience
Both books and podcasts have different audiences. People who enjoy the perils of reading won’t be fascinated by audio content and vice versa. Also, people who read books like in-depth descriptions of the topic, while podcasts are structured into episodes with less content than books.
Number of authors or hosts
A single author writes books, but you can co-host podcast shows. Books contain expert quotes, but you can invite experts on your podcast show and have a casual conversation with them.
Similarities between a book and podcast
Both tools can help you position yourself as a thought leader by building authority.
Content Creation
Both of them are forms of content creation. Also, you must be creative and authentic if you want your book or podcast to work. Authors and podcasters must research, conceptualize and create content to hook the audience.
Narrative Structure
Books and podcast episodes have a narrative structure. They follow a beginning, middle and end with a well-defined storyline.
Expertise and knowledge
You must be an expert or professional in writing a book or hosting a podcast. Both tools require the author or host to share insights, personal experiences and specialized information with the audience that fosters learning and intellectual growth.
How to build authority using a book or podcast?
Building authority on any platform requires strategic planning and consistent effort. You need to thoroughly know the niche in which you plan to build authority. You must also research and cross-check facts before presenting them to your audience.
Some of the areas that help in building authority are:
1. Identify your area of expertise
Identify the specific area or niche you want to build authority. Choose an area that is in sync with your expertise, interests, experience and goals.
One can build authority only in a specific field, so choosing a topic you are passionate about will help you create consistent content around it. Also, narrowing down the specifics will help you become the go-to resource of your audience in that field.
2. Research and content creation
You will have to take out a substantial amount of time for research. Gather information, statistics, case studies and examples of your chosen topic.
Focus on developing high-quality content and adding value to your audience’s life, regardless of your chosen medium.
3. Marketing and promotion
You can establish your authority if you have a significant audience that turns to you when they are in doubt or need a resource. To do that, you must continuously market and promote your book or podcast.
Once you create content, focus on marketing strategies, which will help you in scaling and building authority amongst a larger audience.
Which is better based on the industry ?
Books and podcasts work in general for any industry. Although, if your goals are related to selling a service or increasing your business leads, a podcast is a better option.
Most people buy something after listening to a podcast, but few people buy something after reading a book.
So, if you are a consultant or someone in the service-based business, then building authority and selling your services through Podcasting is the best option.
Pros and cons of writing a book or hosting a podcast
Pros of writing a book
You can deliver an authentic experience to your readers by discussing your experiences and knowledge at length.
A book can instantly position you as an expert in your niche. Also, readers perceive authors as credible sources.
Books allow comprehensive exploration of topics, unlike shorter forms of content.
By elaborating on the topics, it allows you to present a more nuanced and detailed understanding of your field.
Cons of writing a book
Books are time-consuming and most audiences are losing their attention span because of the availability of shorter content.
Multitasking is impossible while reading a book.
Most books from good publishers are costly.
Pros of podcasting
Podcasts offer information in byte-sized chunks as each episode lasts between 10 and 60 minutes, unlike books, which can take 20 hours to finish.
Podcasts are more casual and conversational, making it a pleasurable listening experience.
Podcasts allow the audience to multitask as they can drive, cook, or work out while listening to an episode.
They are more personal as the listeners hear the host’s voice.
Cons of Podcasting
Episodes can be a hit or miss as you must release something new every week, resulting in subpar quality.
Sometimes, when you invite a guest to the show, the conversation might not be engaging or informative for the audience.
Audiences usually multitask while listening to a podcast which can result in distractions and they miss an essential piece of information.
Conclusion
Looking at the current scenario, it is wise to start a podcast because most audiences prefer byte-sized content. Also, listeners like to consume information while commuting to work, exercising, cooking, and doing other chores, and podcasts are the perfect medium.
According to Exchange4media, 150 million audio streaming consumers offer a growth opportunity for podcasts.
If you learn to ace storytelling and create engaging content, your audience will return for more. Also, you can use your podcast to increase brand awareness and generate leads or sales for your business.
If you are thinking about starting a podcast, reach out to DFYP, Book a Call with us today, as we help launch, manage, and grow podcasts.
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