How a Tax Firm
Turned Webinar Audio into an Engaging PodcastÂ
After posting webinar audio for their listeners, Centurion Firm wanted to turn it into something more valuable, like a real show.
Why This Matters
Podcast content has to be more than just something you record. Sometimes that means making creative format choices that help you stand out, but it's really about shaping the show around your listener, so it connects and gives them real value.
The Challenge
Is it possible to take webinar audio and turn it into something that sounds like a professional podcast presentation?
The firm used a podcast hosting service to distribute webinar audio to their external audience, stakeholders and partners.
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It was a smart way to reach more people, but the raw audio didn't present the content the way audiences expect more from a podcast.
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They wanted to develop a way to create an engaging show while also looking into whether or not they had to lose the webinar content.
Approach
Rather than scrap the webinar audio, I was given the raw recordings to answer two questions: could these webinars become a real show, and could that format be repeated for future episodes?
Recognized the webinar content had real value
Identified a show structure already in their conversations
Recorded additional host questions to make it feel like a conversation
Added show elements that turned a recording into a real program
Built a repeatable format for ongoing episodes
Collaboration with the Centurion Team
After listening to the audio and making recommendations, I met with the team to discuss audience, content goals, and format concepts. I learned Miguel and I were both fans of the CNBC show The Profit.
Miguel mentioned how much he liked Marcus Lemonis cutting away from a scene to give the audience deeper context. We took inspiration from that and created opportunities for Miguel to do the same thing during the podcast.
We also added a "break" in the middle of the show (complete with bumper music) where they could provide additional value to the audience, like a tax tip, a book recommendation, an upcoming show promo, and more.
Both of these additions did more than create a "show" and gave Miguel and the firm ways to share unique insights and extra value.
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From there, I worked with them to create a fully produced intro, theme, logo, and title. The show was called Beyond the Bottom Line.
How the Webinar Became a Podcast
Hear it For Yourself
This is the first episode of Beyond the Bottom Line built from webinar audio using the format and elements described above.
Adding the Minisodes
Building an audience takes consistency, but producing a full interview every week is a lot of pressure for a small team. So we created a companion show (Under the Hood) shorter, behind-the-scenes conversations the firm could share between interviews. It gave them a way to stay in front of their audience regularly without the strain of booking a guest every week.
Results
The project gave Centurion a sustainable way to turn their existing expertise into content that connects with their audience.
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Turned existing webinar content into the foundation for the podcast, with none of it going to waste
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Created a repeatable format the firm could keep producing week to week
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Download performance exceeded expectations following the format change