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It’s time to get a little meta. We’re still thinking about trends for 2021 over here at Spin Sucks and something at the top of a lot of minds in our community and elsewhere is… podcasts.

Now, you and I are clearly well ahead of the trend—you’re listening to our podcast right now. And I am the host or co-host of three podcasts. Now that I say that out loud, I realize I might have a problem. 

More and more people in the communications (and every other) industry have been joining the podcast rage, and that means that there are innovations, changes, and new opportunities coming our way. 

Somewhere around a flipping decade ago, Martin Waxman invited Joe Thornley and me to co-host Inside PR, a podcast started by Terry Fallis and Dave Jones. It was all pretty new back then. Podcasts were few and far between. It’d be at least three years before Serial was published, making podcasting a household name. At the time, it was just something for me to do with two really smart communicators who I got to talk to every week. Then it began to explode. As much as a podcast about communications can explode.

A couple of years ago, I added this podcast. And then Chip Griffin and I added the Agency Leadership podcast two summers ago.

It’s always fun to talk to someone on the phone or meet them at an event and have them say, “You’re in my ears every week! I feel like I know you!” Plus, it’s really good for business. I can point to at least five clients we work with that found us through podcasting.

So yeah, I’m sort of all in on podcasting. 

And so is One Stone Creative, the agency we use to produce this very podcast. So much so, in fact, they created an entire report on how to use podcasts as part of a broader content marketing strategy. 

They looked at what the top 100 shows in the world are doing around the length of a show, whether or not to invite guests, how often to release episodes, what kind of show notes to include, and where it should be promoted.

On today’s Spin Sucks podcast episode, we’re going to talk about podcasts—whether or not you should have one and, if so, how to construct it so you don’t sound like everyone else. So meta!

Let’s take a look at what One Stone learned in their State of the Business Podcasting report.

Resources Included

• Inside PR
• Agency Leadership podcast
• One Stone Creative
• Spin Sucks Community
• The State of the Business Podcasting report

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio