Using Podcasts for Inbound Marketing with Thomas Schwab

Podcasts have been around since the early 2000s, however, the COVID-19 pandemic has made them massively more popular. Talking to us today about the impact a good podcast can have on your brand and marketing is Thomas Schwab, author, speaker, consultant, and founder of Interview Valet. We first hear how Tom moved from the navy to marketing, and where the idea for Interview Valet came from. We learn why podcasts are so much more effective than blogs, why consistency is key, and how to make a pitch more personal. Andrew breaks down what a trojan podcast is, and why he wants to start podcast prospecting! We also discover the wealth of content that can be extracted from a single podcast, why Tom feels podcasting is like therapy, and how podcasting can be used to overcome obscurity. From the four things to look for in a podcast as a prospective guest to Tom’s two tips on how to get the most from the podcast itself, you don’t want to miss this insightful discussion. 

Key Points From This Episode:

  • Welcome to Tom Schwab, author, speaker, consultant, and founder of Interview Valet.
  • Tom’s journey from the navy and working on nuclear power plants to inbound marketing. 
  • Where Interview Valet started, and how Tom grew the company around the idea. 
  • Why podcasts are so much more effective than blogs as a marketing tool. 
  • The importance of targeted marketing, and being consistent.
  • What Tom would spend his money on in terms of content marketing, and all the content that can be extracted from a podcast!
  • The importance of a pitch, and why making it personal is so effective. 
  • What a trojan podcast is, and what to look out for.
  • Andrew’s idea of podcast prospecting: why he started it and where he sees it going. 
  • Why your intention behind starting something makes all the difference. 
  • How the COVID-19 pandemic helped podcasting grow to the next level. 
  • Why podcasting can be like therapy, and Tom’s experience of this. 
  • Why podcasting is important for overcoming obscurity.
  • Crafting your messaging to get new business from podcasting: the three ways to get someone to say yes.
  • How reciprocity and building relationships promote business.
  • Finding quality podcasts to suit your business: the four things to look at (the podcast itself, the website, the reach, and brand affinity).
  • A story from Tom about a mismatch between a company and a podcast brand. 
  • Tom’s advice on how to get the most out of your episode: prepare your social media, and continue to use the podcast after it was released. 
  • How to not shoot yourself in the foot with a podcast: tips on being a great guest!
  • Where you can get into contact with Tom. 
  • A final business growth hack from Tom: all the best things in life come from conversations.  


“I’m the world’s renowned expert on my opinion.” — @TMSchwab [0:01:57]

“You don’t need to go out and pester people, you don’t need to spam everybody. Why don’t you just put great content out there? And guess what, it’s going to attract the right people, and it’s going to repel the wrong people.” — @TMSchwab [0:14:32]

“Don’t waste your time in an arena that you’re likely not going to invest a lot of your time because you just don’t feel comfortable.” — @abrockenbush [0:19:42]

“If you want to grow your business, be more effective, don’t just do more.” — @TMSchwab [0:22:21]

“The whole idea of a podcast interview, I think that’s a misnomer. It’s not an interview, it’s a conversation.” — @TMSchwab [0:30:05]

Links Mentioned in Today’s Episode:

Thomas Schwab on LinkedIn

Interview Valet

Interview Valet for Business Growth Hacks Listeners

Podcast Movement

The Speaker Lab

CLICKSAND: How Online Marketing Will Destroy Your Business (And The Unlikely Secret To Saving It)

Inbound Marketing: Get Found Using Google, Social Media, and Blogs

Andrew Brockenbush on LinkedIn

Andrew Brockenbush on Twitter

Beefy Marketing

Beefy Marketing on Facebook

Beefy Marketing on Instagram 

Beefy Marketing on YouTube

Small Business Nation