Building Your Personal Brand
Podcasting has a well-deserved reputation as an excellent way to build profile for both brands and professionals.
So how would branding Liz Mosley expert use her own podcast to grow her freelance business?
Liz Mosley launched her podcast Building Your Brand in early 2021
“I was investing a lot of money in my podcast, and it was probably about a year before I felt very confident that risk had paid off.”
Listen in your podcast feed:
Now more than 100 episodes into her podcasting journey, Liz unpacks her motivations for starting her show, how it has benefitted her own brand, and how her podcast dovetails with her social and email marketing for maximum impact.
Her podcasting journey has seen her secure an ongoing partnership with Adobe, and sponsorship from Flodesk.
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Personal Brand Building - Are Podcasts A Silver Bullet?
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[00:00:00] Introduction
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[00:00:00] Liz: Yeah, it definitely has. I am fairly certain that I have got clients because people
have listened to the podcast. but often the podcast is just one piece maybe they follow me on
social media you know, so it's not necessarily the thing that they'd say, Oh, I found you through
your podcast. So it's very hard to like measure in terms of clients, for example. There's a few
key things that have happened that are proof that it is having an impact. And I think that has
spurred me on and kept me going with it.
[00:00:37] Jason: Welcome to the Content Mavericks Club, your go to for actionable insights
from featured content experts that help you hit your content marketing goals. I'm Jason Caffrey,
CEO of podcast agency Creative Kim. And my guest this edition is someone whose podcast I've
been listening to almost from the first episode.
Liz Mosley is a designer specializing in branding for small businesses. Her show, Building Your
Brand, has been running for about three years. So, has the podcast built her brand? Let's meet
Liz and find out.
Liz Mosley, thank you very much for joining the content Mavericks club.
[00:01:18] Liz: Oh, thanks for having me.
[00:01:19] Jason: I was really pleased that you accepted the invitation to come on the show
because your podcast, Building Your Brand, is one that I've actually been listening to over a
very long time, and I suspect I probably started, quite early on in your journey. So there is a little
bit of a Fan Boy moment for me.
[00:01:39] Liz: Oh, that's so nice to hear.
[00:01:41] The Building Your Brand podcast - Audience and Reach
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[00:01:41] Jason: Maybe where we could start is just tell us about the show and where it's up to
now, because I know you've been going a few years and I think it really helps for people to
understand what the size of the show is, who the audience is, things like that.
[00:01:55] Liz: Yeah, sure. So I think I just hit my three year sort of milestone of doing it a couple
of months ago. I think I'm up to about 110 episodes. Which, yeah I'm still shocked to be honest
that I've managed to keep going for that long.
One of the stats that I love and I always find so reassuring is if you get over 12 episodes of a
podcast, then you're in the top 10 percent of podcasts, because a lot of people, understandably
don't keep going because it is a lot of work.
But yeah, so I've been going for three years now. It's probably the thing that I've done most
consistently ever in my business.
But part of that I think is because I just genuinely really enjoy it so much. It feels like an easy
thing to keep up. I've learned so much from doing it.
I think my audience is basically mainly small business owners. So people like me who may be
run a business by themselves or have a small team. I think it's a mix of service based
businesses and product based businesses.
But yeah, basically the sort of people who are juggling lots of different roles in their businesses
and so basically want to learn more about branding and marketing and how they can promote
their businesses more effectively.
[00:03:07] Jason: And that I'm assuming is pretty much aligned with your target audience for
your business, because what you do is brand work for small businesses,
[00:03:19] Liz: Yeah, exactly. It's very aligned with what I do. So I guess the audience are
people who potentially at some point would consider using my services.
I specialize in the visual branding for a business and the podcast covers a lot more aspects of
branding, I would say, which I think makes it more interesting for me and also more helpful for
other people as well. But yeah, I think target audience is very aligned to my business which is
probably helpful!
[00:03:50] Why choose a podcast - Liz Mosley’s early ambitions for her show
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[00:03:50] Jason: I want to talk to you more about how the podcast has helped you build your
own professional brand, but could we start with the pain point that you were trying to address
with the podcast? What was it that you set out to achieve that you weren't getting through any
other channel?
[00:04:10] Liz: Reach to me or quite unrealistic, not that achievable to me. And I think I wanted
to create content that was just a bit more, realistic of like, yeah, it's hard running a business.
And there's so many different things that you need to think about.
There's so much going on. Here's some easy tips to sort of help you tackle the next step and
the next step and that it's okay, that it's a slower journey and that you're not exploding on social
media overnight and all that kind of thing. And I guess just share my experience of running a
business as well.
I think if I'm totally honest, when I had the idea for the podcast, I had a clear idea of what I
wanted it to be about but potentially was not that strategic about how it might benefit my
business at the beginning. I kind of went into it of Oh, I think I'd enjoy this.
I think this would be fun. I've got an idea for it. It seems solid. I'm going to give it a go and see
what happens. So yeah,
[00:05:27] Jason: Did it then become more strategic as you went along? Thank you.
[00:05:32] Liz: A bit. Yeah. I think I started to see what it could turn into and how it could benefit
my business. And what became clearer to me was how it fitted in quite well in my ecosystem of
what my business was about. So it actually, and I guess this was strategic, it was very like
aligned with everything that I was doing.
I just started to take it more seriously and think, okay this could actually be something that's like
genuinely really great for my business.
[00:06:01] Building A Personal Brand - has Liz raised her professional profile through
podcasting?
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[00:06:01] Jason: And how is that? Worked out because, we talked about how the audience for
both the podcast and your business are closely aligned and I think it's interesting that your show
is called Building your Brand has Building your Brand built your brand?
[00:06:18] Liz: Yeah, it definitely has. I think one of the things that I really struggle with
podcasting, and maybe you see this as well, is that It's quite hard to get really like, solid data on
anything. For example, I am fairly certain that I have got clients because people have listened to
the podcast.
And I do ask clients where they've found me, but often the podcast is just one piece maybe they
follow me on social media you know, so it's not necessarily the thing that they'd say, Oh, I found
you through your podcast.
So it's very hard to like measure in terms of clients, for example. I think there's a few key things
that have happened that are proof that it is having an impact. And I think that has spurred me on
and kept me going with it.
Right from the start, decided to outsource the editing of it. The way it started was me and a
friend did a skill swap. So I created new branding for her and she edited my first 12 episodes. I
knew that I probably could learn how to edit a podcast, but it wasn't that bit I wasn't that excited
about.
I knew that probably my time was best spent elsewhere. So I decided to continue paying her to
edit it. For a long time, I was investing a lot of money in my podcast, and it wasn't always easy
to know if that risk was paying off.
And I think it was probably about a year before I felt very confident that risk had paid off. So
yeah, it was quite a big investment from the beginning.
[00:07:48] Securing sponsorship with Adobe and Flodesk
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[00:07:48] Jason: You taught Liz about some key indicators. Can we unpack that a little bit? I
totally get what you're talking about, how it can be challenging to directly join the dots. You
mentioned you had a few things happened that really told you that it was working in the way that
you wanted to.
What were those?
[00:08:09] Liz: Basically bigger brands, bigger companies taking notice and being interested. So
one of the first things that happened, and I think this was about a year in, I started to think about
getting sponsorship, mainly just to cover the cost the editing of the podcast. I wasn't planning to
make money solely from the podcast, per se. So I think I posted up an Instagram story being
like, oh, I'm looking for sponsors.
Uh, you know, if anyone's interested, let me know. I didn't realize this, but someone from the
marketing team at Adobe was following me and they sent me a message and were like, Oh, I'd
love to see the information. And so then I was like, Whoa, okay. I wasn't expecting that. So I
quickly put together a sort of.
slide deck, which I didn't have and gathered together all the information that I thought would be
helpful for him, and I actually, that,
[00:08:59] Jason: Adobe's tools to do that.
[00:09:01] Liz: obviously, yeah and I think, realistically, I knew that probably it wouldn't turn into
anything. Into anything because I knew that my podcast was still pretty small the stats were
probably not the sort of numbers that Adobe would be looking for.
And that was fine. I was just flattered that he was interested. What I didn't realize was going on
behind the scenes is, although they didn't sponsor the podcast, he actually recommended me to
a colleague of his to become an Adobe Express ambassador. So I became an ambassador.
for Adobe, which then turned into a I've been working with them ever since. And it's turned into
this ongoing relationship. They've since sponsored the podcast multiple times. I've done loads
of other work with them. I've done live streaming from them so it turned into something bigger.
[00:09:48] Jason: It did actually turn out that Adobe sponsored you.
[00:09:51] Liz: yeah, it happened around about way through this ambassador program that they
did end up sponsoring the podcast. So that I think was a huge one for me. And then since then,
other companies have been interested in sponsoring it. So Flodesk sponsored it last year,
iStock recently. And so I think just the fact that bigger, huge companies are kind of recognizing
the value of the audience that I've grown and that it's like aligned with the people that they're
trying to reach. That's been a real confidence boost and I guess made me realize that I have
built something that's valuable and that people are interested in.
[00:10:29] Jason: A common question. is where do you need to be? what size of audience do
you need to have to attract a sponsor? So I think in maybe episode two or three of this podcast,
I spoke to Sarah McDowell, she's an SEO at captivate FM, She runs her own show. She has
pretty modest downloads. I think she talked about somewhere around 800 a month and she
does attract sponsors specifically because she's in a niche. What's your experience of that?
[00:11:01] Liz: I think similarly and I don't mind sharing the figures, like I would say modest
downloads. I think at the moment I'm at about 4, 000 a month I release weekly episodes. And I
think probably similarly to what your previous guest said, my podcast isn't huge, but I think my
audience is quite clear and quite specific.
And so for a business if that's the sort of small business that trying to target, then actually it's a
good option. I think one of the things that's really hard about sponsorship I've struggled with this.
People don't really talk about it that much people don't necessarily publish their download
figures or tell you how much they charge for sponsorship so it's not like you can just go online.
And be like, oh, how much do I charge for this number of downloads? It almost feels like it's all a
bit hidden behind the scenes.
And partly it is because unlike with social media where you can see how many people are
following you, no one can see my podcast stats apart from me. And so it's not like the sort of
thing that is just there. It's not information that's there available to everybody. And I think that
makes it, a bit harder to find the information that you need, maybe.
Yeah.
[00:12:14] Jason: Yeah, I totally agree. actually contemplating just as an aside, a sort of parallel
podcast specifically to talk about the data on this show
[00:12:25] Liz: Oh, interesting.
[00:12:26] Jason: It's something that just comes up again and again and again, and again. And
you're absolutely right. there is a lot of opacity and I think there's a lot of anxiety actually among
creators about sharing that data, which is very odd when you think that other channels like
social media channels, it's not.
Typically right there in front of you, right? You can see very clearly what the engagement looks
like and what the reach looks like, or at least get a decent picture.
[00:12:55] Liz: One, sorry to interrupt, but one thing that really helped me was someone I know
online called Frankie, who's got a podcast called Doing It For The Kids. I contacted her because
I knew that she'd had sponsors. And I was actually really taken aback by this, but she was so
helpful, and she sent me her pitch deck that she sends to Brands.
And so from that, I knew how many downloads she had. I knew how much she was charging. I
knew the sort of information that she was including. And that was just so generous and
unexpected. And so I think because of that, it's really inspired me. And sometimes I feel like
awkward about it, but it's inspired me to try and actually be open about the information and
share it because she helped me hugely just by giving me that information.
And so I'm trying to pay it forward, I think.
[00:13:43] Jason: Good for you because it's an interesting conversation. There was so much
chat about monetization how do you do it? How'd you make money from your show? What are
the, and actually in this conversation, it's just becoming apparent that just knowing how other
people do it and what stage their podcast is and what their audience looks like.
is enormously helpful just a window onto those kind of conversations because many of us like
you new to podcasting is not necessarily your entire business industry skill set and you're
navigating it in the dark. Another thing that I wanted to explore with you is this idea of thought
leadership, Liz, because I saw that you are, you're doing um, is it an online webinar type thing
where you're one of a number of speakers?
[00:14:34] Liz: Oh, like a summit. Yeah, I've been taking part in a few summits. Yeah
[00:14:38] Jason: Yeah, and I just wondered if that kind of activity is also something that's
developed since well, developed since you've been doing the podcast, but would you attribute it.
[00:14:50] Liz: I don't know if I'd like specifically attribute but I think it is very closely linked. I
would never describe myself as a thought leader, but I get what you're saying because I'm
basically giving talks in these online summits and I think I would consider connect them together
in the sense that I've learned so much from doing my podcast from how to deliver information,
how to interview people, how to present on video online. And actually, a lot of that is really
similar to this kind of summit model. It's basically like a podcast episode that's recorded on
video.
And so I think while again, I can't necessarily see the definite connection. I think there is a
connection. if someone is pitching to me to be on the podcast, I will then go and have a look and
see if I can find them speaking anywhere else online, just to try and get a sense of how they
come across, whether I think we'll have a good dynamic, all that kind of thing.
And so I think all of this showing up online, whether that's like a reel or a talk at a summit, I think
it all feeds in together and it all helps the other things. So I think my podcast helps me get
speaking opportunities. I think the speaking opportunities send people to my podcast it's all a bit
of an ecosystem that feeds into each other.
[00:16:14] Re-purposing content - feeding the social media monster
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[00:16:14] Jason: On the subject of ecosystem, I know that you have a very well developed
audience on Instagram and talking about going having a look at things other people have done.
think your Instagram channel is beautiful. I looked at it. Liz has really raised the bar on the
Instagram you've got the icons and your different bits of it.
It's really nicely done. here's a provocation. Somebody on a previous episode, Amardeep
Parmar, he runs a kind of angel investor to, Entrepreneur networking business. And what he
said was the Instagram reels will get far more eyeballs than people will ever listen to the
podcast, but it's inch deep and that the podcast offers a deeper connection.
Is that something that you experience and how do you see the two channels dovetailing?
[00:17:10] Liz: Yeah, that's so interesting, isn't it? So I tend to post reels to promote the
episodes and they will get more views than the podcast episodes will get downloads. I actually
think that I'm fine with that, because it's very different content, isn't it?
Some people just want to scroll quickly through little soundbites and are looking for just like a
little hit of information. My hope is that it'll be interesting enough that it'll make them want to go
and listen to the whole episode. I think
yeah, it's a much deeper form of content, isn't it?
Because you really get to know the people and you can really dive in to a topic quite deeply, and
obviously, it'd be lovely to grow the followers, but don't need everybody to listen to it, I just need
a core audience who want to learn So I I think they dovetail well with each other. I enjoy the
variety of styles of content like I like having that much deeper, have this conversation kind of
content, but then being able to create quite quick, fun, playful shorter content on social media.
And I think they do work well together.
And I guess just provide something different for what different people are looking for at different
times.
[00:18:26] Jason: What you're describing, Liz, is you talk about how you create short form
content from the podcast.
Does the feedback loop go the other way?
[00:18:37] Liz: That I make longer content from the podcast, you
[00:18:40] Jason: Or maybe find that there are ideas coming from the Instagram channel that
are feeding into longer form content?
[00:18:47] Liz: Oh yeah, definitely. Like I'll experiment with something say on Instagram and
then maybe it'll be something that's interesting and then I'll think oh, okay maybe I should turn
this into a longer episode. Yeah, definitely I mean I think there's a lot more that I could be doing
and I really try and go into it all with the attitude of experimentation at this point, three years in
and over a hundred episodes in, I am sitting on so much content and I definitely don't think I've
squeezed like the juice out of all of it. And one thing I did last summer, which worked really well,
was wanted to take a couple of months off the routine of creating the podcast. And so what we
did is we did a little mini snippet from previous episodes that newer listeners might not have
heard. like little five, 10 minute episodes that went out for two months over the summer.
And actually that worked really well and was a way of repurposing the content. But also if
people then were like, Oh, this was interesting. I want more. They could go back to that episode
and I'm going to do something similar this summer, I'm not going to repurpose episodes, but I'm
going to do shorter solo episodes.
And so I think I'm just like trying to find ways of how I can make the content work harder for me
in all directions. So one thing that I want to invest some time on is turning a lot of the content
into blog posts that then again are just another way of directing people back to the podcast
episode.
so that it's all, yeah, pointing to each other and helping people find what they need, I guess. I
think that this point about trying to make the most of the content. He's really important. you're a
small business yourself. I am myself, your audience is small businesses. And wow, you just
absolutely have to squeeze every drop out of it, but it does take time, doesn't it?
[00:20:37] Jason: do you have a system Liz?
[00:20:39] Liz: So I have a good system at the moment for creating So I actually outsource this
as well, like creating the reels to promote the episode. So I feel like we've, me and my friend
who does that for me, we have like a really good workflow of how that works. I feel like I'm in the
process of working out my system, and at the moment it's not totally solid.
but one of the tools that I've been trying is it's an AI marketing tool basically, and it's called
Marketing Magic. And basically you can plug in a podcast episode, it transcribes it, and then it
will repurpose that content into all different formats.
So I'm gonna Use that to create blog posts and I don't know people have mixed feelings about
AI But this I feel really good about because it's actually just taking content that already exists I'm
not asking it to write anything new. I'm asking it to restructure something that I've already
created that exists.
That's quite exciting to me. Thinking how I can create a new workflow where at the end of every
episode it gets transcribed, it gets repurposed into a blog post. That's great for SEO, another
way for people to potentially stumble across the podcast.
So I would say at the moment, I don't have as robust a workflow as I would like, but I feel like
I'm experimenting with it and gradually putting the blocks in place. I feel like I get one little bit
sorted and then when I'm happy with that, I move on to the next bit and it's like, okay, now I'm
going to get this section sorted.
[00:22:04] Liz Mosley's single biggest podcast growth mechanism
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[00:22:04] Jason: What would you say Liz is the single It generates most growth for your show?
You've talked about Flodesk. I know that you do email marketing. You have a well developed
Instagram channel.
What works for
[00:22:21] Liz: Again, I feel like I can't really back this up by any sort of verified data, but I
genuinely think people sharing the episodes on social media has a huge impact and I think that
is how quite a lot of people discover the episodes. I think also guests like one of the things that
is really helpful about having guests is that they share the episodes.
And so, if they share their episode that they were on with their mailing like that's potentially a
couple of thousand people that are totally new to me. So I think, making it as easy as possible
for to share it.
So for example, with the reels there's no pressure for them to accept, but I'll add them as a
collaborator, so then that'll get pushed out to their audience. I will try and make it as easy for
them as possible to like, share the episode. I can think back to a couple of instances where I
had people on the podcast who had a much bigger Instagram following than me who very kindly
accepted my collaborator request. And that reel went out to thousands and thousands of people
rather than maybe the 2, 000 that might have seen it if I just shared it on my own.
So I think that has been really helpful.
[00:23:31] Jason: Along your creation journey, you talk about over a hundred episodes. Would
you say that there have been missteps along the way? Is there anything that you think, oh, I
really wish I hadn't done that.
[00:23:45] Liz: There's a few things that when I look back on starting, I wish I'd done differently.
For example, I started off hosting it on Squarespace because I wanted to keep the cost down
and I already had a Squarespace website.
But actually, the stats aren't great on Squarespace do you mean that you actually hosted the
audio? Because that's something that Squarespace does
Yeah, yeah, I actually hosted the audio. because I already had a Squarespace website, that
meant that I wasn't paying any extra for hosting. But then quite soon after I moved to Libsyn,
which is who I'm currently with, and I just wish I'd done that right from the start, because I think
I've lost a bunch of stats, basically, that I wish were there.
I think the other one was I wish I'd recorded video right from the beginning. Because even
though at the beginning I wasn't creating video teasers, it would be so nice to just have the
video for those episodes. I could go back and do something with that now. So yeah, I think
there's probably been a few guests that maybe weren't as aligned as I thought they were, when
I look back on the interviews, I'm like, oh, maybe that's not really the direction that I would have
wanted to go in.
[00:24:52] Jason: You mentioned earlier about all of the things that you need to do as. A small
business running your own business. How do you just keep across all of the different moving
parts that need to happen, particularly with all of the content that you create?
[00:25:09] Liz: it's really hard. the thing that I struggle with is that I actually genuinely enjoy
creating content. And so I enjoy spending time on it. But I also have client work. I have work that
has to get done by a deadline for someone else. And so often the content creation is the the bit
that gets pushed aside.
I think a big thing for me, and I feel like I'll just be working on this forever. It's just accepting that I
can't do it all. And playing to my strengths you know, like picking things that I really enjoy and
that are having a positive impact in my business and really going for it with those.
I think for me, the podcast is sustainable because I outsource aspects of it and the other bonus
of outsourcing aspects of it is I am basically useless if I don't have a deadline. So I think if I
hadn't outsourced the editing, I basically have to have all the files uploaded by a particular date.
for it to get edited. And so having that deadline because someone else is involved is, I genuinely
think, the thing that has made me such a consistent podcaster.
So yeah, I think it's being kind to yourself and accepting that you can't do all of the things. giving
yourself a break so a friend of mine runs this amazing membership called The Best 90 Days
Ever, and her whole philosophy is like doing your marketing in little 10 minute sections a day
and we were chatting about how I wanted to blog more and I just, I've been saying this for
actual years and I just haven't managed to do it.
And then she said to me, why don't you write a hundred words a day, like that'll take you less
than 10 minutes to do. And by the end of the week, you've got minimum a 700, word blog post
and it was like something unlocked in my brain and I've been doing it and I've wrote a blog post
and it's ready to go and I'm a pathway through two more and so now I'm like okay actually in my
head I'd got into this idea of I had to have time to sit down and write the whole thing start to
finish and actually I don't and I can just chip away at it.
And I think sometimes we get stuck in these ways of thinking of how we have to do things a
particular way. And there's ways that you can almost hack that and find a way to get it done. in
little pockets of time. And so I think it comes back to what I was saying before this attitude of
experimenting and just you get something working for you I feel like I've got the podcast routine,
that's all working for me, and so now how can I find a process for the next thing that I want to
do?
Find a way that I can fit that in sustainably while still being able to do all like, my client work and
stuff, but yeah. That's no neat answer.
[00:27:46] Jason: will the next thing be, Liz? At risk of leaving you feel a bit exposed, I've seen
that you're doing is it 100 rejections? You're trying to get 100 rejections, which I, which is an
idea I absolutely love. And also that you've, you mentioned YouTube and there, there were
some posts about how you wanted to get out and try and do some more YouTube.
What is the next thing? It sounds like it might be the
[00:28:10] Liz: Yeah, I think it might be the blog. So I, at the beginning of the year, I was like,
YouTube, this is the year that it's all about YouTube. I think what I'm realizing is for me, it's all
about finding a sustainable routine. And so far I haven't found that yet with YouTube. I've got the
ideas and the sort of aspiration, but I haven't found a way to like, make the consistent creating
for YouTube work for me.
I feel confident I'll get it eventually, but yeah, I think it could be the blog because it's early days.
I'm only a couple of weeks into doing this, but I feel like this is something that I could maintain
without it having a huge impact
So yeah YouTube are the next things that I really want to focus on. But I think probably the blog
might take precedent because I've actually found a way to do it.
[00:28:57] Advice for podcasters looking for consistency and growth
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[00:28:57] Jason: I'm going to look forward to it because I think it strikes me as, as a somewhat
different avenue for you as well. I mean, your, Your business is very visual. Instagram is very
visual. Podcast is maybe somewhere in the middle. Yeah, looking forward to it, Liz. I like to
finish the show with talking about some takeaways and I think we've probably explored a few
let's imagine that you're talking to a content creator.
Who's a little bit like you, where they've got a podcast and a parallel social media account that
they're developing. What would be your. key advice to just keeping it going and helping it grow.
[00:29:38] Liz: I think experimenting being open to trying different things, seeing what other
people are doing. One of the tips for me is, That I've heard in the past and that I really try and
take on is actually to look at what people are doing outside of your niche or industry so for me,
that might look at like looking at podcasts that are totally different topic or totally different
industry and seeing how they're marketing them and then seeing how I can maybe flip that and
turn it into something that's a bit different and unique for me.
and one of the things I, that I guess a mindset shift that has really helped me is because I'm the
sort of person that takes things quite personally, but to actually think of it as data you know, so
something doesn't work, not to think of it like, Oh, I did a rubbish job.
Oh, that was terrible. You know, Actually, okay, that didn't work. It was an experiment. This is the
data that that's now given me. So now I'm going to, take that and turn it into this thing
so yeah, I think that would be my advice for anybody listening.
[00:30:36] Jason: Yeah. So taking things as a learning opportunity when they don't go the way
that you want to,
[00:30:40] Liz: Yeah, yeah,
[00:30:42] Jason: Liz Mosley, thank you so much for joining the Content Mavericks Club. It's just
been so great to meet you and talk with you.
[00:30:48] Liz: Oh, thank you so much for having me. I've loved it.
[00:30:49] Outro
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[00:30:49] Jason: Liz Mosley, brand expert, podcaster, Instagrammer, professional speaker,
blogger. So many strings to her bow. The thing that I'm perhaps most impressed with is that Liz
made that early commitment to her podcast and backed it With a financial investment right from
the off and she stayed the course and it's really paid off for her.
Liz has built a substantial audience and her show is an important part of her own professional
brand now. So many thanks to Liz for giving her time to the Content Mavericks Club. Thank you
for listening. I look forward to your company next time.
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TOPICS COVERED
01:41 The Building Your Brand podcast - Audience and Reach
03:50 Why choose a podcast - Liz Mosley’s early ambitions for her show
06:01 Building A Personal Brand - has Liz raised her professional profile through podcasting?
07:48 Securing sponsorship with Adobe and Flodesk
16:14 Re-purposing content - feeding the social media monster
22:04 The biggest podcast growth mechanism for Liz Mosley
28:57 Advice for podcasters looking for consistency and growth
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Resources
Follow Liz Mosley: Instagram TikTok X YouTube LinkedIn
Visit Liz Mosley Design
Explore the Building Your Brand podcast
Instagram x Podcasting: The Perfect Content Formula?
If you've ever had a dopamine rush from a social post that's sent your views into the stratosphere, you probably recognise the empty feeling that comes when all that attention moves on.
As angel investor Amardeep Parmar puts it, Instagram and TikTok are great for building awareness, but when it comes to engagement "they are inch-deep".
Funnelling viewers from fast-burn socials to content that engages prospects more deeply is also challenging.
The click-through rates for Instagram Reels, for instance, is less than 0.9%, according to advertising company AdBraze.
The question for content marketers then, is how to join the dots between high-consumption social posts and deep-engagement long-form?
The Content Power-Couple
Graphic Designer Liz Mosley solves this conundrum with a dynamic duo of Instagram and podcasting.
Instagram is a place for Liz to serve bite-sized hits of information and flex her design skills.
As she tells Creative Kin's The Content Mavericks Club, her podcast showcases her personality and knowledge.
It's a medium that builds her professional network and develops her client base too.
The best part is that they form a mutually supportive content machine.
Content and ideas are generated and re-purposed not just between the podcast and the Insta feed, but also for newsletters and blogs.
This content ecosystem has seen Liz become an Adobe Express Ambassador, with her show being sponsored both by Adobe and email marketing company Flodesk.
What's more, since launching her podcast in 2021, Liz has grown her audience to 4,000 downloads each month.
Engagement That Means Business
With a survey by listener data company RAJAR finding that 68% of people listen to podcasts all the way through, and an average episode length of about 40 minutes for her show, Liz can expect to garner more than 1,800 hours of engaged attention every month.
Feel free to take a moment and let that sink in.
• 4,000 downloads
• 40 mins per ep
• 68% completion
• 1,800 listening hours
The key to building this valuable audience, says Liz, is consistency, underpinned by a focus on sustaining her output over the long-haul.
"Right from the start, I decided to outsource the editing of it,” she says.
"The way it started was me and a friend did a skill swap. So I created new branding for her and she edited my first 12 episodes.
"I knew my time was best spent elsewhere, so I decided to continue paying her to edit it.
"I was investing a lot of money in my podcast, and it was probably about a year before I felt very confident that risk had paid off."
Listen to the full episode to learn more about Liz Mosley's achievements in personal branding and content marketing.
She sets an impressive example for any ambitious brand or entrepreneur keen to raise the bar on their content.
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Liz Mosley is a graphic designer with over 15 years experience.
She now specialises in creating creative branding, animated GIFS and websites for small business owners.
She hosts the Building Your Brand podcast which, with the help of her guests and solo episodes helps small businesses owners feel more confident about all aspects of branding and marketing.
Liz also teaches courses and workshops showing people how to create their own branding and GIFS if they don’t have the budget to outsource it.
Her goal for her clients and students is for them to come away with branding that they love that helps them to feel so proud and confident promoting their businesses and sharing what they do with the world.
Liz Mosley features on The Content Mavericks Club podcast, hosted by Creative Kin CEO Jason Caffrey
From the Creative Kin blog
