Creating High Impact On A Small Scale Through Podcast Guesting In The Name Of Better Paternity Leave In The UK
“Jamie was great to work with on this. He was strategic in his planning, set up an ordered process for us to go through, and was nimble in applying the lessons he gained about what and wasn’t working. As a result he secured several great podcast slots for us which have helped us get our message out to exactly the right audiences.”
The Dad Shift is a UK initiative focused on improving paternity leave for self-employed and employed dads and non-birthing parents. The UK’s paternity leave is the worst in Europe with only two weeks of paid paternity leave for employed dads and non-birthing parents and they get paid less than half the minimum wage in that period. For the self-employed, there is nothing.
The Dad Shift aims to change that through education initiatives and nation-wide campaigns to change the conversation about paternity leave and liaise with key decision-makers in the British government.
The Challenge
Co-founder Alex Lloyd-Hunter was looking for channels to improve brand awareness for The Dad Shift and reach a wider audience quickly. While previous Dad Shift campaigns had gained lots of traction, they were done on a large scale and required a lot of time and energy to organise.
Alex wanted to explore alternative promotion channels that could be done on a one-to-one basis, while still creating the same level of impact.
The Solution
Spotlight Training Co identified guesting on podcasts as an effective channel for broadcasting the message of The Dad Shift to a larger audience. Stoic Atheneum developed a strategic plan for Alex that involved pitching high-quality podcasts in the parenting and political spaces.
The plan consisted of:
A comprehensive strategy session to determine the ideas Alex could talk about on podcasts and frame his message effectively.
Sourcing relevant podcasts with highly engaged audiences that align with The Dad Shift’s goals.
The creation of a media bio to showcase Alex’s credibility and position him as a reputable guest.
Targeted pitching to connect Alex with the right podcasts.
Outcomes
Increased brand awareness: Over two months, Alex appeared on several high-quality podcasts that included How Not To Screw Up Your Kids, one of the most popular parenting podcasts in the UK with thousands of monthly listeners, many of which were Alex’s ideal audience.
A stronger network: By appearing on podcasts, Alex strengthened his network of collaborators for The Dad Shift.
Evergreen content: The podcasts have become a part of The Dad Shift’s wider content strategy and can be repurposed for years to come.
Start your podcast guesting strategy with Spotlight Training Co
Podcast guesting works as a brand awareness and leads channel because it creates organic conversations and showcases expertise in an authentic way.
Start building your reputation through this low-risk, high reward lead generation channel by writing to jamie@spotlighttraining.com and we’ll discuss what you’re looking to achieve.
Or you can book in for a free ideas call using the button below.