On September 21-September 24, the smartest minds in cybersecurity marketing came together for CyberMarketing Con 2020, run by the Cybersecurity Marketing Society. Panelists covered a wide span of categories, providing guidance for professionals looking to expand their business and improve their marketing skills.
In the panel session “Standing out in Cybersecurity Podcasting: Making Content that People Actually Want to Listen to!,” Chris Cochran and Ron Eddings, hosts of the Top 50 Cybersecurity podcast Hacker Valley Studio shared their stories how they started their own cybersecurity podcast show and their tips for podcasting.
The Beginning of Hacker Valley Studio
The Hacker Valley Studio podcast seeks to explore the human element of cybersecurity programs and technology. Both hosts have successful careers in cybersecurity, but they wanted to create a new conversation. Eddings said, “People are so focused on upgrading the software…But we found that there is very little emphasis on taking your mind, taking your body, and also taking your career holistically to the next level, and that’s exactly why we decided to double down on exploring the human element.”
Because practitioners in the cybersecurity field are mental athletes who constantly need to be alert, they need to be able to handle challenges and lead holistic lifestyles.
Currently, the podcast has listeners in 50 states and 100 countries. However, the show’s success didn’t materialize out of thin air. Cochran and Eddings initially created content on YouTube to discuss their personal interests, such as tutorials and motivational content. This passion brought the two together, and when Cochran moved to California, they started to get serious about the endeavor.
The show was first a video series. In the beginning, the duo didn’t know anything about producing a show, but through navigating the journey on their own and making mistakes, they were able to learn the tools of the industry. The video series evolved into a podcast because of their desire to focus on audio quality rather than spending time on camera setups and video editing.
When starting the podcast, Cochran and Eddings emphasized having an ulterior motive behind creating the content. To stick to the process for the long-term, genuinely enjoying producing the work is key, especially in the beginning when you have few listeners. Understanding your purpose will form the foundation of your podcast, and for the two hosts, their purpose is elevating diverse voices in the industry that see cybersecurity from a human perspective.
Leading With Authenticity
To create a podcast that resonates with viewers on a deeper level, you need to use authenticity to build your brand. For Cochran and Eddings, they promote an authentic relationship with their listeners by getting personal, such as speaking about their mistakes, successes, things they don’t understand, and asking questions. This open atmosphere fosters learning.
Especially because the hosts didn’t grow up in families with tech leaders, sharing their vulnerabilities and career journeys shows their whole lives, not only their work lives. Although they might not have had all the resources others had in the industry, they stressed that leveraging their strengths to promote diverse voices has been crucial to the podcast’s popularity.
Building an authentic podcast also requires patience and persistence. A successful podcast doesn’t just happen—consistent investment in hard work will result in improvement. It is also important to have a plan that outlines where you’ll source content for the future. Cochran and Eddings launched Patreon to engage with their supporters on a monthly basis to see what they are most interested in hearing on the next episodes.
In addition, giving back to the community also supports your message. By investing in the future and uplifting youth, you are passing down helpful knowledge and skills. Encouraging others to take action and be involved in producing content and spreading the word is a collaborative effort necessary for success.
Building a Community, Not Just a Following
Having a large number of listeners doesn’t mean anything if they aren’t passionate about your content and don’t engage with you. It is important to find a niche that will keep you on track and allow you to create conversations with your audience. As Cochran said, “If you get a thousand subscribers on day one, or if you have a million subscribers, that’s awesome. But if no one is interacting with you or engaging with your content, and if you don’t know what they’re feeling or thinking, you’re going to miss the mark.”
Interacting with your supporters on social media is one way to maintain relationships with your listeners and also find potential people to interview. The duo cited LinkedIn as a great platform to find creative technologists in the field. In tandem with social media, podcasters should also attend conferences and speaking engagements to spread brand awareness face-to-face (in COVID-less times) and reach new audiences.
Networking doesn’t stop with the job search—to expand your network, Cochran and Eddings recommend tapping into your guests’ social networks to get introduced to other podcasters or experts in the industry. Not only can you connect with your guests, but as a podcaster, you can be a guest on other shows, where you can share information about your personal and professional experiences.
Give Through Your Content
Producing valuable content for your audience can result in returns in the future. By providing free and impactful content, you build relationships with your listeners that are priceless. For example, Cochran and Eddings make 90% of their content free and accessible, such as the Intelligence Easy Button. In turn, opportunities open up. They’ve even been asked to create courses for organizations because their past work has proven to be so helpful to others.
In addition, experimenting with new content allows for innovation while also keeping your audience captivated and interested. The hosts created Hacker Valley Blue an entire season of podcasts dropped in one sitting. Listening to people’s reactions helped them assess what content might be intriguing to create in the future.
Tuning the Machine
With countless podcasts available, podcasters need to continually innovate and improve. Cochran and Eddings listen to both positive and negative feedback of their content, using that to finetune their plans for the future. Market research also allows them to identify new opportunities in the marketplace, and sponsorships extend their reach to new audiences.
More original content such as Hacker Valley Blue, live streams, and courses keep your audience engaged and wanting more. Even if the content flops during release, it can still be reused in the future in one way or another. Being willing to take risks and try new things is a necessary undertaking to explore your potential, creating new possibilities.
The podcast world is a cluttered place that doesn’t need just another podcast that’s repetitive and trite. Knowing your story, leading with authenticity, and building a passionate community are drivers to breaking through. When you give as much as you can, people will give freely in return. If you’re interested in learning more about creating a unique cybersecurity podcast, visit https://cybermarketingcon2020.heysummit.com/ to watch the full panel session.
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