How To Grow Your Brand with Podcasting

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Podcasting with Purpose: How Brian Colburn Helps Creators Tell Their Story

Welcome back to I Know A Guy. Today, we meet Brian Colburn, founder of Sitch Radio, to explore how podcasting can elevate your brand, connect you with your audience, and turn great ideas into powerful content. With years of experience producing podcasts for solo entrepreneurs and global brands alike, Brian brings a deep understanding of what it takes to succeed in the digital content world.

From Web Developer to Podcast Producer

Brian’s journey into podcasting wasn’t a straight path. It began back in the early 2000s when podcasting was still in its infancy. As a web developer, Brian was asked to help sync early audio shows with devices because, well, he “knew computers.” That curiosity led him to produce his first show in 2008 and later co-create a podcast that monetized by episode three and brought in over $40,000 annually before being sold.

That experience solidified his passion for helping others tell their stories, and so Sitch Radio was born.

What Sets Sitch Radio Apart?

At Sitch Radio, podcasting isn’t just about hitting record. Brian and his team start with a strategy-first approach:

• Why are you starting this podcast?

• Who is your audience?

• What do you want them to feel and do after listening?

Before a single episode is recorded, Brian helps creators develop their mission and value statements, KPIs, and content arcs. This foundational work ensures every episode has purpose and impact.

Live vs. Pre-Recorded: What’s Best?

While many clients shy away from live shows, Brian encourages trying them at least once. The energy, real-time audience interaction, and spontaneity can create memorable experiences. Platforms like LinkedIn Live, Facebook, and YouTube offer powerful engagement tools, and Brian shared that some shows see more engagement on LinkedIn than all other platforms combined, especially in professional niches.

Podcasting for Business Growth

Brian emphasizes that podcasting is more than a content strategy; it’s a business tool. By turning frequently asked questions into episodes, businesses can shorten sales cycles, increase brand trust, and provide long-lasting value. Unlike traditional marketing, podcasts build relationships through voice, authenticity, and storytelling.

Advice for New Podcasters

Here’s Brian’s top advice for aspiring podcasters:

• Plan with purpose. Know your mission before you create content.

• Practice before publishing. Use your phone to record mock episodes and get into the rhythm.

• Commit to the process. Podcasting is 50% production and 50% promotion.

• Engage with your audience. Use polls, social media, and analytics to understand what listeners want.

Final Thoughts

Brian’s love for storytelling and helping others share their voice shines through in everything he does. Whether you’re a business looking to connect with customers or an individual with a message to share, podcasting done right can be an incredibly powerful tool.

Want to learn more or start your own podcast journey? Connect with Brian on LinkedIn or visit bcolburn.com.

Watch The Full Interview Here

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