The rising popularity of podcasts, what to listen to and how to get your voice heard

Podcasts are a great way to get your voice heard.

Podcasts are a great way to get your voice heard.

One of the fastest-growing sectors of this economy is podcasts.

Quite simple in nature, the digital audio files which are downloadable from the internet have been around since the mid-2000s, however thanks to the almost ubiquity of smartphones and consumer appetite for personalised ‘on-demand’ services, podcasts are enjoying a major resurgence.

Video may have killed the radio star – the podcast has resurrected them

While there are no available figures on exactly how many people listen to podcasts in Australia, research by Edison in the United States estimates 17% of Americans have listened to at least one podcast in the last month, putting the podcast audience there at an estimated 46 million people.

It’s spreading like wildfire. The problem for consumers now is that there are too many great podcasts to keep up with. The key is to be strategic. While advisers may not always be able to find time between emails, client meetings, and the seemingly myriad paperwork to read up on the latest trends in business, advice or innovation, if you’re exercising, commuting, or even cooking dinner, a good podcast can be a very valuable companion. 

Still haven’t found what you’re looking for?

The main challenge of podcasts today is discovery and curation. It’s not easy to learn about new podcasts that are of real value to your business. As of yet, there are no search engines or other tools that identify the best podcasts to meet various needs, and navigating sites such as iTunes can be like finding a needle in a haystack if you don’t know what you’re looking for.

To help you out, we’ve selected our top five podcasts for this edition of Risk Pulse, covering off the need-to-know insights for every financial adviser – and their clients.

1. Planet Money

From the extremely popular creators at NPR, the Planet Money podcast offers a millennial’s perspective on finance and all things economics. For those advisers who may be struggling to break old habits and embrace new ways of engaging clients, this podcast will help inspire new perspectives on how people interact with money in the world we actually live in. There is also the sharing of best practices in leadership, practice management, investing and using social media — topics that can readily transfer to improving your overall business in the digital age.

Hear more at

2. Beyond the to-do list

This is the go-to podcast to for all the tips, tricks and tools about creativity, productivity, product management and big-picture items that small business owners need to run their business more effectively and efficiently.

Hear more at

3. The Money-Guy Show

Hosted by two certified financial planners, The Money-Guy Show spans both detailed investing topics as well as lighter personal finance and money management issues. Podcast episodes have focused on everything from robo-advisers to the stock market to financial mistakes that professional athletes make.

Hear more at

4. The Barefoot Investor

The Barefoot Investor is the professional persona of Scott Pape, the author of bestselling book, ‘The Barefoot Investor’ and reaches millions of people every week through a national newspaper column and regular guest spots on radio and TV. He covers topics from basic savings (or ‘building your Mojo’, as he calls it) to investment. He’s also a big advocate of having the right insurance for all stages of life.

Hear more at

5. TEDTalksBusiness

Stories and insights from innovators, entrepreneurs, and business researchers drawn from TED conferences, TEDx events, and partner events around the world.

Hear more at

Why advisers should be joining the podcast movement

Research from Zurich[i] has revealed that one of the biggest gaps – and therefore biggest opportunities – between current and preferred digital communication channels across all client demographics is podcasts.

Our ‘Connected Convenience’ whitepaper also highlights that clients of financial advisers are more likely to own and use smartphones and tablets than the general Australian population, so advisers need to create content that is device specific to maximise penetration and engagement with their clients. Rather than being a burden for advisers, utilising new (or new-again) media such as podcasts, is a chance to innovate and secure new opportunities.

Given the sheer volume of podcasts currently doing the rounds, it shouldn’t be surprising that it’s a very simple medium to master. Anyone with a microphone and an internet connection can launch a podcast however a modest technology investment can set you apart from the crowd in terms of quality.

There is one thing you must do before you start podcasting however, and this is to commit. The pay offs are there in terms of business marketing, brand and growing your client base but only if you keep at it.

Remember, results take time but if you’re committed, following these simple steps should help you get started:

1. Brand yourself

Every podcast needs a title. For most advisers, using the name of your business or area of specialisation along with the word “podcast” will make the most sense. When listing your podcast on iTunes, you have the option of adding a few more words, including the host(s) name and brief bio, for better Search Engine Optimisation (SEO). iTunes is still a search engine – don’t forget that.

2. Choose your artwork

All podcasts listed online need a square image that represents the show. This is what people will see in podcasting directories and is your first impressions, so it’s important. You will need one 1400 x 1400 pixel image and should be in a .jpg or .png file format. You will also need the same image in a different filename at 300 x 300 pixels. You will need this when uploading your artwork.

3. Equipment and software

There are many great choices of podcasting microphones. You can quickly become overwhelmed by features and costs if you are not careful. If you are just getting started, all you need is a quality mic at an affordable price. Online platforms like Auphonic are great tools to upload your content as they will automatically take care of all of the post-processing for you, including noise reduction, compressing, converting to mp3 and tagging.

4. Hosting your podcast

Once you have your audio file ready to go, you’ll need to export your podcast and make it downloadable, either from your server or you can use popular online services like Libsyn, Soundcloud or

5. The big reveal

To publish your podcast to the iTunes Store you must have an Apple ID. Once you’re ready to publish, sign in to iTunes Podcast Connect, click the plus sign and enter your RSS feed into the text box and click “Validate”. You’ll be shown a preview and if everything is correct, click “Submit”. Your podcast is now submitted to the iTunes library, however it is moderated and can take up to 10 days to be approved. After posting you should encourage listeners to leave reviews in order to help the program rise in the ranks.


[i] Connecting with Clients: Solving the communication matrix for financial advisers, October 2013.

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