That was fast.
It took blogging more than a decade to become a mature medium. The question used to be: How to start a blog? Now, more often it's: Does blogging have enough ROI to be worth what the medium demands?
Currently, after what seems a relatively short time - even in fast time - podcasting has moved beyond what most amateurs can expect as a payoff. The playing field is already dominated by the big names.
Overall, it's not an over-generalization to say that lawyers w/o major reputations won't move the dial much on getting one through podcasting. The category is under the control of personalities who can bring in the large number of listeners.
Essentially, that is what Karen Swisher and Scott Galloway hammered in their popular podcast "Pivot." New York Magazine published a transcript of the edition about their predictions for 2021.
Spotify, for example, Swisher forecasts will only be interested in names with built-in audiences. Therefore, a twinkle twinkle little star scenario is unlikely. That is, a lawyer launches a podcast hoping for syndication - and fame (along with money). The odds are against that from happening. Is there a chance it will? Of course. Will the power structure in a law firm, clients and prospects demand you start a podcast or up the resources you're using in yours? Sure. But the payoff will be limited.
Not that all is lost in your dreams of reputation enhancement through podcasting.
What could happen is that a podcast, well-done, can develop a niche following. For example, you the lawyer have created a bit of celebrity through a confidential settlement in an employment-law case. On your podcast, you build on that. Your approach is pragmatic: Don't sue unless ... Your guidance catches fire in some circles. So, yes, podcasting can yield excellent promotional results. But, stardom, as we understand it, probably won't unfold.
The same thing applies to blogging. Well-done ones focused on a niche in a differentiated way can become a mini publicity machine. The impact can be multiplied exponentially if the link from the blog post is repurposed on Twitter and LinkedIn. Lawyers must not only be on those two social networks. They also must be visible through postings, likes, retweets and comments.
Given that the brandname influencers had taken over the digital promotional tools, it's almost impossible to develop a global presence that way. Instead more effort probably should be placed in the old-line approach to success: the work itself.
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