Over the past few months, I have been exploring an additional marketing medium at Versantus. Podcasting.
It is something we have talked about for a while, and recently decided to properly commit to. What started as a simple idea over a cup of coffee late last year quickly turned into a pilot episode, then another. Before long, we found ourselves four episodes in, beginning to find a rhythm that feels more natural.
It has not been a straight line. There have been moments where things have clicked, and others where we have had to step back, rethink and adjust. But that is part of the process. You learn far more by doing than by planning.
Starting with curiosity
For me, this has always been about exploration rather than perfection (at least during the "starting out phase").
Sitting in front of a camera and recording a conversation brings a completely different dynamic compared to written content. With a blog, you can refine, edit, and shape your thoughts. With a podcast, you are working things through in real time. You are reacting, building on each other’s points, and sometimes figuring out what you think as you say it.
That can feel uncomfortable at first. There is a level of vulnerability in it.
But that is also where the value lies. Some of the most interesting moments have come from not having a perfectly formed answer, but from being willing to explore a topic openly. The pilot episode was very much about that. It was less about producing something polished and more about getting started, understanding the format, and seeing how it felt.
Alongside that, I wanted to create something that helps our clients and future clients get to know us better. Not just what we do, but how we think, how we approach problems, and what we are like to work with day to day. A website can only show so much. Conversations like this feel like a more honest way to share that.
Learning by doing
Each episode has added another layer of learning, not just in terms of content, but in how we approach the whole process.
The technical side alone has been a learning curve. We have seen first-hand how much difference good audio makes, how lighting can completely change the tone of a video, and how even small details in the set can affect how professional and engaging something feels.
Then there is the production side. We are still refining how we edit episodes, how quickly we move between topics, what should be left in, and what should be tightened up. Music is another area we are exploring, finding something that fits the tone without overpowering the conversation.
None of this is perfect yet, and that is fine. Each episode gives us something to improve on, and that sense of progression is what keeps it interesting.
A genuine team effort
This has very much been a collaborative effort, and a lot of the credit goes to Ant, our Marketing Executive and my co-host.
Getting involved in something like this is not easy, especially when it involves being on camera. She has embraced that challenge and brought a huge amount of energy and commitment to it. That comes through in the conversations, but also in everything that happens behind the scenes.
From helping shape how the set looks and feels, to thinking about lighting and setup, through to making sure the content is distributed properly across our channels, she has played a key role throughout.
It has been a good reminder that even something that looks simple on the surface often relies on a lot of moving parts and teamwork behind it.
Bringing internal conversations to the surface
One of the biggest motivations for me in starting this was recognising how many valuable conversations were already happening within the team.
We regularly talk about marketing trends, AI developments, data challenges, and what we are seeing across client work. Those conversations are often insightful, sometimes challenging, and always evolving.
The podcast gives us a way to bring those discussions out into the open.
It is not about presenting ourselves as having all the answers. If anything, it is the opposite. It is about sharing perspectives, asking questions, and working through ideas in a way that others can follow and engage with.
In an industry that moves as quickly as ours, staying curious and open is essential. The podcast has become a natural extension of that mindset.
Making it part of something bigger
As we have developed the podcast, we have also started to think more strategically about how it fits into everything else we do.
Rather than treating it as a standalone piece of content, we are building processes around how we plan topics so they connect with our blog articles, workshops, talks, and wider marketing activity.
That means thinking more carefully about what we cover, why it matters, and how it links into the bigger picture. If we are discussing a topic on the podcast, it should ideally tie into something else we are exploring, whether that is a written piece, a client conversation, or an upcoming event.
The aim is to create something more joined up and intentional, where each piece of content supports the others.
Looking ahead
We are still early in this journey, and there is plenty more to learn, refine, and improve.
But that is what makes it worthwhile.
Exploring podcasting as a marketing medium has given me a different perspective on how we communicate ideas and connect with people. It has pushed me to be more comfortable speaking openly, to embrace a bit of uncertainty, and to focus less on perfection and more on progress.
If you are thinking about trying something new in your own marketing, whether that is podcasting or another format, my advice would be simple. Start, experiment, and give yourself the space to learn as you go.
We will be continuing to build on what we have started, refining our approach, and sharing more along the way.