How SMEs can make successful podcasts too
Why more SMEs are turning to podcasts as a positioning exercise - and changing lives for the better…
John Ferris (l) and Dermot Keogh (r)
Apparently, optometrists and ophthalmologists are not one and the same - and historically there has often been friction and distrust between these two professions, writes Rethink Audio founder Matt Hill.
But John Ferris and Dermot Keogh want to change that. As longstanding friends, both from the island of Ireland (John is from the North; Dermot the South) they met in Gloucestershire and, so they tell me, decided to do this podcast over a pint of Guinness. They wanted to bridge the divide and bring benefits for not just their industry, but the health of the wider public by championing best practice.
Eyes On Tomorrow isn’t just a trade talking shop though - listeners are rewarded with carefully curated content relevant to that episode’s topics that contribute to their self directed CPD training that all professionals must undertake regularly. That’s why we chose Substack as our podcast provider: we could supply PDFs, videos and bonus audio in a format that connected with traditional podcast listeners and newcomers to the medium (who are likely to spend more time at a desktop computer).
John (L) and Dermot (R) with recent guest Ian Flitcroft. About 40% of interviews are recorded on location, then automatically sent via the cloud to Rethink Audio for editing.
The show is now a year old, and listeners have already heard a range of inspiring industry leaders from both sides of the discipline. It’s also placed Dermot and John at the centre of their profession, where almost 10% of the available audience are tuning in. That’s beyond the dreams of most conferences!
What I’ve loved about making this show is finding the ways to efficiently make a sustainable podcast for a small business - we’ve provided a foolproof kit so they can do the fun bits of making a podcast, and then leave the polish to us. It’s affordable, professional and high quality. If you’re interested in how Rethink Audio can help grow your business and put you at the top of your sector, get in touch.
The Brief
Create monthly, B2B interview podcast hosted two leading figures in optometry and ophthalmology
Recorded by client, edited and distributed by Rethink Audio
Series of training workshops and foolproof kit to make recordings simple and affordable
Eyes On Tomorrow now has two commercial sponsors
Show reaches 10% of entire industry
“We were total beginners, but Rethink Audio made podcasting easy. Matt handled the medical content with ease, edited brilliantly, and supported us throughout. We’re now 12 episodes in—with UK and global sponsors—thanks to their expertise and guidance. We couldn’t have done it without them.”