In this episode of Podjunction Podcast, host Sadaf Beynon interviews Jason Greenwood, the creator of the Ecommerce Edge podcast, about leveraging podcasts for business growth. Jason shares insights on building authority, creating valuable networking opportunities, and producing consistent content across multiple platforms. He also offers advice for new podcasters, emphasizing the importance of persistence and authenticity in developing a successful show.

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0:00 Intro

5:07 Podcast genesis: Networking and technical focus

11:53 Podcast evolution: From solo to interviews

17:34 Leveraging podcasts for business growth

24:22 Creating content at scale: Tools and process

30:36 Advice for new podcasters: Trust the process

37:25 Passive consumption: Podcasting's unique advantage

43:25 Experimenting with formats: Series and partnerships

49:01 Behind-the-scenes: Jason's production process

54:26 Final advice: Finding your podcasting tribe

1:02:04 Why podcasting drives business growth

1:05:05 Outro

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1. Leverage Podcasting for Networking 

Jason highlights the power of podcasting as a tool for networking. He explains that inviting industry experts to your podcast can open doors that might otherwise remain closed. This approach not only builds credibility but also facilitates meaningful conversations that are hard to achieve through other means.

2. Consistency and Patience are Key 

Jason advises aspiring podcasters to be prepared for a slow start. He stresses the importance of consistency, noting that many podcasts don't make it past 20 episodes. By sticking with it and trusting the process, podcasters can gradually build credibility and a loyal audience.

3. Authenticity Attracts the Right Audience 

Jason emphasises the importance of being true to oneself in content creation. He believes that authenticity resonates with audiences and helps attract those who align with your values and interests. By staying genuine, podcasters can foster a community that supports and grows with them.

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Sadaf Beynon [0:00 - 0:31]: . Welcome to Podjunction Podcast, a show for podcasters who want to use their podcast to grow their business. I'm your host, Sadaf Beynon, and today I'm joined by Jason Greenwood. Jason is the host of the E Commerce Edge podcast, a show that is over 400 episodes strong and full of e commerce tips and expert chats. As you can probably tell, Jason loves helping brands thrive in the e commerce world. Jason, welcome to the show.

Jason Greenwood [0:31 - 0:42]: Thank you. Thank you so much for having me. I am super excited to be here and chat to you all about podcasting today. And yeah, I'm definitely a little bit of a podcast junkie, so absolutely love it.

Sadaf Beynon [0:42 - 1:07]: Oh, that's awesome, Jason. It's great to have you. Thank you. All right, so in this episode, we're going to explore how you've leveraged your show to drive business growth, build authority and create valuable networking opportunities, all of which I am very much looking forward to. But before we get into that, Jason, for the sake of context, tell us a bit about your business and the inspiration behind the E Commerce Edge.

Sadaf Beynon [3:52 - 4:13]: That's very interesting actually that you say that because the amount of conversations I've had with people who say exactly that, that in order to be able to get your foot in the door to someone that you really want to talk to, inviting them onto a podcast is so much easier than just trying to have a conversation with them. How has it evolved?

Jason Greenwood [4:14 - 7:07]: Yeah, so we started out, there's been many evolutions, but we started out with a once a week. Well, actually it was, it's interesting. I started out with, with a monopodcast, meaning it was just me speaking to the camera, it was me telling my stories, it was me speaking from my knowledge, it was me speaking from my experiences and the hard fought lessons of being in the industry for over 20 years. And I found that that, that pretty rapidly became unsustainable. It was, it was too difficult to come up with constantly new angles on the same types of topics. And although I have a deep pool of knowledge and experience in E commerce, I don't have experience across every single facet of E commerce because it's a very broad topic. It's a very broad subject and there's many deep specialisations within E commerce that you can explore. And so I pretty rapidly, after the first, I think it was 30 episodes or so, I had to pretty rapidly pivot into an interview style podcast. So that was the first major change. Went from a solo podcast, me looking at the camera, me talking about my experiences, to me doing interviews and talking with experts in their fields and oftentimes in areas that I was not an expert in. Two, we made the pivot. So initially we had one podcast episode a week. What was very infrequent to start with. Then we standardised onto one episode a week talking about specific e commerce technology. But latterly, and this is within the last couple of years, we added two new episodes per week to the podcast. We now release three episodes a week. Monday is a mentorship episode, which is. I occasionally will have guest mentors on the podcast to talk about specific topics, but most of those episodes come from my one to one mentorship. I have a free mentorship programme, a free e commerce mentorship programme where I will record snippets of those mentorship sessions with my, with my guests and then I will collate all of those together around a specific topic and then put those out as a Monday episode. Then we added the Wednesday episode, which is a B2B commerce focused episode. And that was added after the mentorship episodes because I noticed a massive shift in the industry starting a couple of years ago, which is B2B.E commerce really started to come into its own. It started to become a thing specialists from that world really started to get religion around putting out content. And so it really became a focus of my consulting and therefore it became a focus of my content. So we still have the Friday episode, which is a tech focused episode, which is kind of the OG episode, but now we have those two additional episodes a week, Mentorship and B2B. So that's kind of how it's evolved over the years. And we're now at over 400 episodes and it's very, very exciting.

Sadaf Beynon [7:07 - 7:22]: It does sound really cool because I see, listening to you speak, I can see that you're responding to what's happening in the industry and where you see the gaps are and where the needs are. And so I can imagine that those conversations would be very valu valuable to.

Jason Greenwood [7:22 - 8:21]: Your listeners and valuable to me. I'm not gonna lie. You know, I get a chance to speak to people that are absolutely geniuses in their field. You know, people of every colour, shape, size, gender, like, you know, and coming from very different facets of the industry than I do. And so it's. It's an opportunity for me to do deep learning on specific facets of our industry that I don't know enough about. And so it absolutely is. It's not just a chance for my audience to learn, but it's absolutely equally a chance for me to learn in deeper ways. You know, despite the fact that I've been doing this 24 years, the reality is there's no way you can learn everything. Right. It's just. It's really difficult. And so being able to speak to experts and their specific field is something that is massively rewarding for me. Just to make sure that I am staying at the cutting edge of my industry as well.

Sadaf Beynon [8:21 - 8:31]: Yeah, absolutely. And going back to what we were saying before, tapping into some of these people that you wouldn't otherwise have had an opportunity to speak to, the podcast is great for that, isn't it?