Chris Walker is the CEO of the marketing agency Refine Labs. He’s invested a lot into content, and believes most companies should be doing the same. He’s grown his podcast, State of Demand Gen, to between 500 and 1,000 subscribers. Between the podcast and a weekly live Zoom chat series, the recordings are repurposed and dripped out on LinkedIn and YouTube. Content is the main marketing approach at Refine Labs.

Most companies aren’t taking this approach, but even the ones that do — they’re not putting in the resources and commitment to make this strategy work. “It's very hard to make a LinkedIn organic channel work well when you spend 1% of your time on it,” Chris explains. “I am consistently confused as to why companies do not have their top three subject matter experts, creating content for LinkedIn every day,”  he says, adding that it should be at least one person’s full-time job. 

He acknowledges that it can be challenging to get hard data to measure conversions from podcasting, but businesses should look beyond that. “Companies and executives refuse to understand how to measure this in the right way, which then prevents them from thinking that it's working.” 

While there is anecdotal evidence — like a demo request from the website mentioning the podcast — Chris knows there is value in providing content for his subscribers and connecting with podcast guests. “I interview people who are SVPs of growth at certain companies, and then the person who works underneath them comes inbound to me six months later,” he says.

“Those are some of the things that happen when you're not looking for them.”