Hi, Reader.

Welcome to Podcasting in Professional Services—the newsletter that delivers three things each week:

1. Perspective from other business podcasters
2. Research or news about podcasting
3. A small, actionable challenge to help grow your show

Today, I'm going to give you a sneak peak behind my podcast editing workflow to show you how I create audio, video, and text-based content efficiently every week while running a one-person business.

My podcast editing workflow

I’ve gone through many different iterations of my own podcast editing workflow. Recently, I’ve designed a workflow for my podcast that fits my needs and target audience, illustrated below.

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Video Content Production

Interviews are recorded on Riverside. I will arrange the video feeds to fit the frame, typically in a 16:9 format, and export the full-length raw MP4 file.

Then, I upload to Descript, where I use the transcript editor to take out dead air, filler words and unnecessary sections. I add an intro scene to orient the viewers at the start of the video, along with subtle, chill background music to set the vibe. Within the long-form video, I create shorter clips to share on social media.

Audio Content Production

Once the full video is edited in Descript, I will export a WAV file, upload it into Garageband, where I will record an intro segment and add my intro/outro sequences.

Once the final episode is produced, I export a MP3 file to upload to Wysper to get a jump start on the episode description. I’ll also export a WAV file for upload to Buzzsprout, which will push the podcast audio to platforms like Apple and Spotify.

Text Content Production

I turn each episode of Podcasting in Professional Services into a blog post with the help of Wysper (for an AI blog draft) and Descript (for quotes from the transcript).

Compared to starting from scratch, this approach takes about half the time to produce a 1,000-word article. Within these blog posts, I will embed an audio player in case users want to listen to the full episode, as well as embed the YouTube video in case folks want to watch.

Next week, I am going to publish a new podcast episode featuring Ross Simmonds, an expert on content distribution. If you're interested in this workflow, wait til you hear what Ross has to say. Subscribe on Apple or Spotify.

Podcasts among the most impactful tools used by Visible Experts®

The team over at Hinge Marketing has done extensive research on what drives growth in professional services. One finding that stood out to me from a recent study was how impactful podcasting is for building a strong personal brand for subject matter experts.

According to research from Hinge's new book, The Visible Expert Revolution, nearly 37% of experts they researched invested in podcasting—more than networking events, SEO, and even social media.

Podcasting can also have a meaningful impact on some of the other top tools as well. For instance, hosting a podcast gives you credibility and a point of reference when setting up speaking engagements.

Or, if you've recently released a book, hitting the podcast circuit as a guest is one of the best ways to generate awareness and buzz for your new book.

Podcasting is the connective tissue in an ecosystem of visibility.

Podcasting Challenge: Turn an audio recording into text content

If you run a podcast, I'm sure you have access to your episode transcripts. Take insights from a recent episode transcript, and turn it into one text content asset. Here are a few ideas:

1. Turn a recent podcast episode into a blog post using a workflow similar to the one I outlined above.
2. Turn a guest quote into a social image tile for LinkedIn, and use the transcript to aid in creating a post caption.
3. Take a few quotes and turn them into short X posts. Quote + link to the episode.

I hope you enjoyed this edition of Podcasting in Professional Services. Thank you so much for reading. If you have any questions or feedback, please reply to this email.

Cheers,
- John

PS—Need help launching, producing, or distributing your podcast? Book some time with me to learn more about our business podcast services.