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In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Gordon Firemark, who is an attorney in California that specializes in entertainment law. Gordon has a background in theatrical, is the designer, implementer, and owner of Power Podcasting For Lawyers, and was a speaker at Podcast Movement 2015. During this episode, Sam and Gordon discuss podcasting, sponsorship, content marketing, frequency, The Slight Edge, and Periscope.
Main Questions Asked:
- How did you get into podcasting?
- How do you find a podcast sponsor, and what is the benefit?
- Do you have a post-podcast checklist for each guest?
- Talk about Periscope and how you’ll implement that in your overall marketing position.
Key Lessons Learned:
About Gordon & Podcasting
- Gordon helps creative and business-minded people bridge the gap by making and managing smart deals that make sense.
- The focus is live theater, independent films/TV, and new media such as podcast.
- Gordon’s focus is transactional (doing deals) rather than litigation.
- Part of Gordon’s business is educating clients on the next steps of how to set up deals at studios or raise financing.
- People think of podcasting as episodic content, but there is potential to put a fixed beginning and end to a series of 10 episodes.
Podcasting Sponsorship
- Sponsorships is a way to defray the cost of podcasting.
- Clio is the podcast sponsor of Gordon’s show, which is an affiliate relationship rather than a flat amount.
- Sponsors get a bigger bang for their buck with podcasting over terrestrial radio, as the audience is niche.
- If you are creating a podcast to market a law practice, then the sponsor is essentially the law practice.
- You don’t have to do a podcast about law to be supportive of a law practice.
Content Marketing
- The keys to success with any kind of content marketing is that if it feels too much like marketing, it’s going to turn people off.
- Today’s consumer has instant access to anything for free in so many formats and across multiple platforms.
- It’s not about being the best sales person; it’s all about content marketing.
- If you give people information that solves their problems, answers their questions, and has actionable steps, then your business will get the knock-on effect.
- Providing quality information doesn’t have to be every day, but there does need to be consistency.
- At the end of the day, content marketing is about the development of relationships.
Frequency
- Even if you’re not producing content several times a week, if you are putting out content, it must be consistent.
- Often, content as a stand-alone item seems like a giant piece of content, but if you provide that for a year, then you have 52 videos, 12 hour long podcasts, and a few dozen blog posts.
- If your content is about a niche area, then you are bound to organically include keywords that will be searched.
- Get in the habit of consistently providing content, even if it is just once a week. Eventually, a content library will build up.
The Slight Edge
- Every day we make thousands of choices. You can choose to do the simple thing, which is to not do it.
- The people who are successful are those who decide to do the tiny thing every day that will help them move forward over time.
- When you look back at the culmination of taking action on the ‘tiny things,’ you’ll see the exponential return.
Lawyer Objections & Content
- Some lawyers have fear with regards to giving away information and knowledge, as they want clients to pay for it.
- Creating a podcast is similar to creating an informational brochure you would submit to clients.
Post-Podcast Guest Checklist
- Podcasts can be transcribed for repurposing and reusing content. This is also an aspect of added value for the person you are interviewing.
- The best post-podcast route is to have a checklist and work the system.
- At the very least, a host should send a post-interview following letting the guest know that the episode is going live and asking the guest to promote on social media.
- A programmed follow-up for a few weeks, and months, post-podcast is a great system.
Periscope
- This is a video broadcasting tool that uses your smartphone and Twitter account to live stream video from your phone. The video is saved for 24-hours afterward.
- Periscope is a great tool for the video playing field; you don’t need YouTube and for the videos to be produced.
- There is an extemporaneous ‘get to know you’ vibe that comes out of using Periscope.
- You could even strip the video and publish the audio as a podcast or do a video podcast.
Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!
Links to Resources Mentioned
The Slight Edge (book)
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