Podcasting has quickly become a powerful way for businesses and professionals to share ideas and connect with people. With millions of shows already live, the challenge is not just starting one but making it last and stand out.
Many podcasts stop after a few episodes because they lack a clear purpose or direction. Yet, when planned with focus, a podcast can build trust, attract clients, and grow into a strong brand.
Robert Hanna shows what is possible. He hosts the Legally Speaking Podcast, the UK’s number-one law podcast, and is ranked in the top 1% worldwide. Since launching in 2019, he has grown into a respected media brand while running his legal recruiting business, founded in 2016.
His approach centers on giving value first, which has helped him secure leading guests, global recognition, and long-term sponsorships. A key milestone was his multi-year partnership with Clio, the world’s largest cloud-based legal tech company, valued at $3 billion.
This article teaches you how to grow a podcast with clear goals and lasting value. It will cover choosing the right topic, setting a structure, building an audience, and turning a podcast into a trusted business asset.
Why Was the Legally Speaking Podcast Created?
The Legally Speaking Podcast, hosted by Rob Hanna, started in 2019 with just a microphone and a clear idea. Today, it ranks as the number one law podcast in the UK and sits in the top 1% worldwide. Supported by tech company Clio, the show highlights legal careers, legal technology, and the industry’s future.
From Recruitment to Podcasting
Rob had launched his legal recruiting business in 2016. Cold calls and standard marketing did not bring results.
He needed a new way to connect with leading law firms, including major US firms in London. Podcasting, still fresh at the time, allowed him to offer value while building real trust.
Leading With Value
Rob invited senior lawyers and partners to share their knowledge. They received:
- Interviews that showed their skills and insights
- Repurposed content, such as videos and SEO articles
- Support for both their personal and firm brands
This helped them grow visibility and attract talent.
Growth Into a Media Brand
By focusing on value first, Rob built lasting relationships. Many later turned into business opportunities. What began as a smart idea soon became a respected legal media brand with a global audience.
Image Credits: Photo by cottonbro studio on Pexels
How Do You Pick a Topic of Influence and Grow a Podcast?
Trust grows when you lead with value. A simple way to do this is to “work warm.” Instead of cold outreach, use your network to make helpful introductions. This builds goodwill, strengthens your name, and compounds over time.
Choosing a Topic of Influence
A topic of influence is the main focus that guides your content. To choose one:
- Decide on the audience you want to reach.
- Use tools like Google Keyword Planner or AnswerThePublic.
- Check what questions people search for most often.
- Look for words and themes that repeat.
These patterns show where you should place attention. Without this step, many projects lose direction and fail to connect.
Why Audience Focus Matters
A strong topic keeps people listening longer. Sponsors value time spent, not just download numbers. For example, ten people listening for 30 minutes weekly is worth more than thousands who stop after a few minutes.
Consistent attention builds loyalty and attracts brands. The key is simple: choose a clear focus, give value first, and trust will follow.
How Should You Start and Grow a Podcast for Business?
Starting a podcast for business works best when you know your purpose. Decide if you want brand awareness, client leads, or stronger thought leadership. Clear goals shape the direction and help you measure success.
Do the Internal Work First
Before recording, ask yourself:
- What result do I want from this?
- How much time can I give?
- Which skills do I already have?
- Which tasks need outside help?
Answering these questions gives you a plan that is simple and realistic.
Research Before Recording
Spend time studying other shows. Write down what you like and what feels weak. Then think about what will set your podcast apart. Use research tools to see the questions people search for most often. This ensures your content is useful and focused.
Grow Through Smart Steps
Growth does not come from doing everything at once. Focus on quality and a few strong platforms. Guesting on other shows is a smart way to:
- Learn from different styles
- Build trust with new listeners
- Bring audiences back to your own
This steady approach helps you grow with purpose and build long-term success.
Image Credits: Photo by Mitchel Durfee on Pexels
How Do You Balance and Grow a Podcast?
Balancing a podcast with business growth starts with structure. A business must run smoothly before you can dedicate serious time to the show. Once that stability is in place, you can treat the podcast as an asset and focus on building it properly.
Protect and Name Your Show
Pick a name that is short, clear, and easy to recall. Always check that no other show is already using it. Once chosen, protect it with a trademark. This avoids legal problems and adds value by turning the name into intellectual property.
Plan for Long-Term Value
A podcast is more than weekly episodes. With steady engagement, it becomes a trusted platform that sponsors want to support.
Brands value trust and loyalty over big download numbers, so keep listeners engaged and consistent.
Build a Brand Beyond the Host
- Branding and Design: Give the show its identity separate from the host.
- Social Media Channels: Use dedicated accounts to grow the podcast’s presence.
- Community Spaces: Build groups where listeners can connect and share.
This approach makes the podcast stronger and less dependent on one person.
Conclusion
A podcast grows best when you keep the purpose clear and the process simple. Each step should link back to your goals, whether building trust, winning clients, or shaping a brand.
Moreover, long-term success depends on steady effort and a focus on quality, not quick wins. That said, if you want to grow a podcast, start small, stay consistent, and build real value for your audience.