Could Podcasts Be the Perfect PR Tool for Asset Managers?

Podcasts offer freedom. Asset managers can communicate their expertise without the tight constraints of press releases or corporate newsletters. Whether discussing investment strategies or market trends, podcasting enables leaders to dive deep into topics that matter to their target audience. Compared to other marketing channels, podcasts present a human side of the business, helping to demystify financial jargon and connect with potential investors on a personal level.

As noted by Quill, branded podcasts in finance deliver measurable results, boosting brand awareness by up to 89% and increasing purchase intent by 14%. By participating in or hosting podcasts, asset managers can present themselves as thought leaders while providing valuable insights to listeners.

Key Takeaways

• Podcasts provide a relaxed, authentic platform for asset managers to discuss financial products and market insights.
• Appearing on independent podcasts allows asset managers to reach new audiences and build trust with fewer corporate restrictions.
• Consistent podcast appearances can increase brand awareness and foster deeper engagement with potential clients.
• Storytelling through podcasts makes complex financial concepts more relatable, helping to educate and build credibility.

Case Study: Defiance ETFs on Leveraging Podcasting

Take, for example, an interview with Sylvia Jablonski, CEO of Defiance ETFs. In a podcast interview, she elaborated on Defiance's core mission of leading the thematic ETF space with a focus on sectors like AI, hydrogen energy, and quantum computing. Her insights were candid and unfiltered, a perfect example of how a company can leverage the podcast format to connect with a wide audience authentically.

In this interview, Jablonski explained how Defiance products, such as their two-times leveraged daily uranium ETF and their flagship hydrogen ETFs, are tapping into trends that are still in their infancy but poised for significant growth. She managed to distill the complexity of these investments into an understandable format for a wider audience while still providing the necessary context to engage higher level investors.

Her approach illustrates why appearing on external podcasts can be more powerful than traditional media. Instead of sticking to pre-approved soundbites or constrained corporate messaging, she also was able to explore exciting and complex sectors. The relaxed nature of the interview allowed her to effectively communicate how Defiance ETFs are positioned as innovators in the market.

Independent Podcasting as a Growth Tool

The flexibility and creative freedom provided by podcasting allow for deeper storytelling than most other channels. Independent podcasts offer opportunities for asset managers to present a narrative that can resonate on a personal level with listeners. By sharing success stories, investment philosophies, or future trends in finance, asset managers can build trust and brand loyalty over time.

Morningstar’s list of the best investment podcasts, for example, highlights some of the most informative and accessible shows, such as We Study Billionaires and The Journal. These podcasts attract dedicated, finance-savvy listeners, the exact audience that asset managers aim to reach. By appearing on such platforms, companies can target listeners who are already engaged in financial content and looking for deeper knowledge .

Amplifying Reach Through Podcast Networks

Distribution matters. Publishing a podcast appearance on YouTube, sharing clips on social media, and submitting the content to various podcast directories can significantly increase the reach of a guest appearance. Asset managers should also cross-promote their podcast appearances by sharing them through email newsletters and embedding them on their company website.

Riverside.fm suggests building a podcast network through cross-promotion with similar shows, inviting guests, and leveraging high-profile interviews to gain exposure. By appearing on multiple podcasts, asset managers can create a ripple effect that extends their influence across different audience segments .

The Power of Storytelling in Finance

One of the most compelling aspects of podcasts is their ability to tell stories. Financial podcasts, in particular, can break down complex topics like market volatility, risk management, or long-term investing through engaging narratives. 

A successful podcast relies on passionate storytelling and a spokesperson capable of taking listeners on a journey. This storytelling approach is critical for asset managers who want to highlight their expertise while making complicated financial strategies accessible to listeners​.

As seen in Sylvia Jablonski’s interview, the ability to convey both personal and company narratives strengthens the connection with the audience. By framing market insights and financial products as part of a larger, evolving story, companies can shift the perception of their brand from being merely a service provider to being an industry leader with a clear vision for the future.

Final Thoughts

Podcasts are a powerful tool for asset managers to communicate more openly, foster trust, and educate listeners about the company’s services. With careful selection of podcast platforms and strategic promotion, podcasts can become a cornerstone of a firm’s PR and marketing strategy. Whether discussing your latest product offerings or industry insights, this format provides a unique opportunity to enhance your firm's visibility and influence.

At Defiance Analytics, we understand that navigating new platforms can be overwhelming. Our team is ready to help you craft a podcast strategy that maximizes your firm’s visibility and credibility.

Book a consultation call with us to learn more about our digital marketing strategies.

Frequently Asked Questions

Why should asset managers use podcasts instead of traditional PR channels?
Podcasts allow for more open, unscripted conversations, making it easier to discuss complex financial topics in a relaxed, engaging way.

How can podcast appearances help grow business?
By increasing brand visibility, fostering trust, and showcasing expertise, podcast appearances can boost consideration of your services by a wider audience.

How can I promote a podcast appearance effectively?
Cross-promote on social media, email newsletters, and YouTube, and ensure it is featured on multiple podcast directories for maximum reach.