Beyond the Mic: Building Influence through Podcasting with Tom Hazzard

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Welcome back to The Daily Mastermind! I’m George Wright III, here to deliver your daily dose of inspiration, motivation, and education. I’m especially excited today to introduce a new partner of the Evolution Group and The Daily Mastermind, as well as an incredible individual.

Let me take a moment to introduce today’s guest before we dive in.

Tom Hazard is the co-owner of Podetize, a groundbreaking company in the podcasting world. He’s not just a strategist for speakers, authors, and experts but also an inventor with an impressive track record. Over the years, Tom has worked with sports stars, entrepreneurs, influencers, and other high-profile clients, helping them amplify their reach through podcasting, broadcasting, and video casting.

But there’s more. Tom holds around 40 U.S. patents, having innovated for over 30 years. His latest creation, Podetize, has completely reinvented the podcast hosting, advertising, and branding space. That’s one of the key reasons The Daily Mastermind has partnered with him.

In addition to being an inventor and entrepreneur, Tom is also a podcaster. He co-hosts multiple shows and starts a new podcast every year, putting himself in the shoes of his clients. His work has been featured in Harvard Business Review, Forbes, Wired, Authority Magazine, and many other notable publications. He’s also appeared as a guest on countless podcasts, sharing his expertise.

Tom’s achievements are vast—he’s responsible for over $2 billion in products and innovations worldwide.

It’s my absolute pleasure to welcome Tom Hazard to The Daily Mastermind. How are you doing, Tom?

I’m doing great, George. Thanks so much for having me on The Daily Mastermind.

I’m thrilled to have you here. Many of our listeners might not know this, but we’ve been working together on some in-depth strategies recently. With so much focus on authority marketing, I’ve found that podcasting consistently rises to the top as one of the most effective tools available. Before we dig into specific strategies, could you share a bit about your journey and what led you to podcasting?

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Tom’s Journey into Podcasting

That’s a great question, and one I don’t get asked often! My educational background might surprise you—I actually studied art. I went to the Rhode Island School of Design, where I focused on industrial design. By nature, I’m a designer, inventor, and creative thinker.

I spent over 20 years working in consumer product industries. My business partner, Tracy, and I designed products you’ve probably bought at places like Costco, Staples, or Target. Although you wouldn’t know we created them because they were branded under other companies, our work has always been about invention and creativity.

However, by 2014, the industry had shifted. Offshore manufacturing, among other changes, pushed us to explore new ways to raise awareness for our design brand. That’s when Tracy—an avid podcast listener—suggested starting a podcast.

We dove in headfirst. For about nine months, we researched everything about podcasting. Tracy read 75 books on the subject, and we watched dozens of videos. Yet, we kept noticing gaps—things no one was telling us. So, we decided to approach podcasting differently, and honestly, we did it the hard way. We spent too much money figuring things out but eventually launched our first podcast in 2014.

That’s amazing. And what happened after you launched your first podcast?

Our first show, which focused on the niche topic of 3D printing, became an immediate success. Within a short time, Forbes recognized it as one of the fastest-growing podcasts. We grew our audience to over 100,000 listeners and monetized the show through third-party sponsors.

What set us apart was our willingness to innovate. Instead of following the standard advice, we tested unique strategies to maximize podcasting’s value. The results surprised even us. Other business professionals began noticing our success and asked if we could help them replicate it. At first, we hadn’t considered turning podcasting into a business, but the demand was undeniable.

It’s incredible that you transitioned your podcasting success into a business. What do you think contributed to that success right off the bat?

There were two key things: one related to the content we were creating and the other to the technology and distribution strategy.

Every podcaster at the time was simply putting out audio shows. Back then, few were doing video because it was a lot more work. Most serious podcasters had websites with “show notes,” but those notes were usually just short summaries of the podcast.

My business partner, Tracy, was a writer and a former columnist for Inc. Magazine. She knew the power of blogging and suggested creating full-fledged blog posts for each episode. We also discovered that Google ranks blog content created from human speech very highly—higher than content that looks like it’s traditionally written.

We realized we could use podcasts to generate high-value blog posts. Each episode provided powerful written content for our website. These blog posts ranked well for keywords and started driving traffic to our site.

That’s brilliant! So your podcast wasn’t just about creating audio content—it became the foundation for your entire content strategy. How effective was it?

It was incredibly effective. When we launched our 3D printing podcast, our website came out of Google’s “penalty box” in just over two months. Usually, it takes a new site four months or more to build trust with Google.

Our blog posts, some as long as 5,000 or 6,000 words, became a massive driver of organic traffic. People searching for topics related to 3D printing found us through those posts. While we didn’t expect anyone to read the entire blog, the content still got us ranked and visible.

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SEO and the Longevity of Blog Content

That’s incredible! So it wasn’t just about the podcast or the blog—it was about strategically using both to increase visibility. Can you expand on why the blog posts were so valuable?

Absolutely. Blogs are the most valuable part of the entire podcasting process for several reasons. First, while podcast listeners are a growing audience—around 115 million people in the U.S. alone each month—the search functionality within podcast apps is quite limited.

Podcast directories like Apple Podcasts and Spotify only search titles and descriptions, not the full content of your episodes. On the other hand, Google indexes everything in a blog post, making it searchable for any topic discussed in the episode.

That’s huge. So Google essentially unlocks the potential of your content, allowing you to reach a much larger audience. But what about the long-term value of blogs?

The longevity of blog content is one of its biggest strengths. Blogs have staying power, unlike social media posts that lose relevance quickly. For example, blog posts we created for our 3D printing podcast six or seven years ago are still ranking on the first page of Google for certain keywords today.

One time, I received an angry phone call from a CEO we mentioned in a podcast. He found out about it through a Google alert—just 11 hours after we published the blog post for that episode. That blog post started ranking on high-value keywords within a day and continues to rank years later.

That’s remarkable. So the blog posts not only increase visibility but also build equity in your website over time. And you mentioned earlier that Google ranks speech-based blogs higher than traditional written content. How does that work?

Google’s algorithms are designed to recognize human speech patterns. When your blog content is derived from a conversation—like a podcast—it ranks better because Google perceives it as authentic and valuable.

However, there’s more to it than just slapping a transcript on a page. The content needs to be formatted properly and optimized for SEO. When done right, these blogs can rank for dozens of keyword phrases, driving organic traffic to your site consistently.

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Multicasting: Maximizing Content Distribution

You’ve mentioned the idea of multicasting before. Can you explain how that works?

Sure. Multicasting is about taking a single piece of content and distributing it in multiple formats across various platforms. For example, one podcast episode can generate:

• A video for YouTube and your website
• An audio version for all major podcast apps
• A long-form blog post for your website
• Social media materials like graphics and video clips
• Additional micro-content like quotes or audiograms

By repurposing the content this way, you expand your reach without creating additional work.

So instead of just a podcast, you’re building an entire ecosystem of content that works together. How effective is this approach?

It’s extremely effective, especially for businesses. While podcasts and videos are great for connecting with your audience, the blog content provides the highest return on investment over time.

For example, most podcasts produce weekly episodes, which is fantastic for building a loyal audience. But when you combine that with verbal SEO blog posts, you get long-term visibility and traffic. These blog posts act like magazine pages on your website, each one driving traffic and reinforcing your authority in your niche.

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Building Authority and Maximizing Influence

Let’s talk about authority for a moment. One of the reasons I often recommend podcasting is its ability to establish credibility and trust in a space. How have you seen podcasting help people build authority?

There are so many ways podcasting builds authority. One major factor is name recognition. Years ago, being an author was the gold standard for credibility. If you had a book, you were seen as an expert in your field. But today, podcasts have taken that place.

Look at news programs or talk shows. They used to feature authors with new books, but now they often invite podcast hosts. Having a podcast puts you on the map as an authority in your niche.

Another powerful aspect is the connection you build with your audience. When someone listens to your podcast regularly, they feel like they know you. Your voice creates trust and familiarity, which is incredibly valuable. When you recommend something or share your expertise, your listeners are far more likely to engage and take action.

That’s so true. I’ve had people reach out to me after listening to my podcast, saying they felt like they already knew me. It’s such a unique way to build relationships. What about the strategic side of podcasting? How can people maximize their influence through their podcasts?

Maximizing influence comes down to being intentional about how you use your content. For instance, multicasting your podcast ensures it reaches as many people as possible. But it’s not just about distribution; it’s about making your content easy to consume and share.

One of the best ways to do this is by creating content that serves multiple purposes. For example, if you interview a guest, you’re not only providing value to your audience but also tapping into the guest’s network when they share the episode.

Another strategy is to focus on the longevity of your content. Podcasts combined with SEO-optimized blogs give you a dual benefit: short-term engagement with listeners and long-term visibility through search engines.

That’s an excellent point. Now, a common question I hear from people is, “Is it too late to start a podcast?” With so many podcasts out there, what’s your take on this?

It’s definitely not too late. The podcasting landscape is still growing, and the opportunity is huge. While it’s true there are millions of podcasts, only about 10% of them are actively publishing new episodes. That means there’s still plenty of room for new voices, especially if you approach podcasting strategically.

What’s important to remember is that podcasting is a long-term investment. It takes time to build an audience and see results, but the sooner you start, the sooner you’ll benefit.

That’s reassuring to hear. I love how you frame it as a long-term investment. It’s about consistency and strategy.

Exactly. It’s also about understanding that podcasting isn’t just about the number of listeners. It’s about reaching the right listeners. Even a small, engaged audience can have a significant impact on your business or personal brand.

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The Power of Promotion and Syndication

You’ve also mentioned promotion as a critical part of podcasting. What are some innovative ways podcasters can promote their shows?

One of the most effective strategies is what we call "Promo Cast." It’s a unique way to get your podcast in front of new audiences through targeted advertising.

Promo Cast involves creating short, engaging soundbites from your episodes and using them as ads in a network of over 1,000 mobile apps. These ads reach people who aren’t already connected to you, raising awareness and driving traffic to your podcast.

The beauty of this approach is its scalability. You can start small—spending just a couple hundred dollars a month—and still reach hundreds of thousands of potential listeners. Over time, this creates measurable growth in your audience.

That’s a game-changer. So you’re essentially creating a marketing funnel for your podcast that’s affordable and effective.

Exactly. And the best part is that it works alongside all the other strategies we’ve talked about. By combining organic reach through blogs and SEO with targeted promotion, you can amplify your message and build a loyal audience.

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Conclusion and Final Thoughts

I love how you’ve broken this down. Podcasting isn’t just about recording episodes—it’s about creating an entire ecosystem of content that builds authority, drives visibility, and fosters meaningful connections. As we wrap up, what advice would you give to someone who’s thinking about starting a podcast but hasn’t taken the leap yet?

The best advice I can give is to start as soon as possible. The most common question I get is, “When should I start my podcast?” The answer is always, “Last month.” Starting now gives you the time to grow your audience, refine your content, and realize the long-term benefits of podcasting.

Also, don’t let perfectionism stop you. Your first episodes won’t be perfect, and that’s okay. What matters is getting your message out there and improving as you go.

That’s such valuable advice. And it’s a great reminder that podcasting is a journey. As long as you start, you’re already ahead of the game. If someone wants to learn more about Podetize or get resources to help them start their podcast, where should they go?

The best place to start is Podetize.com. On our homepage, you’ll find a booking calendar where you can schedule a free consultation. Whether you already have a podcast or are just thinking about starting one, we can help you map out the next steps.

For ongoing tips and insights, check out my podcast Feed Your Brand. We record live every week, and you can watch the episodes on platforms like LinkedIn, YouTube, and Facebook.

I’ll include all the links in the show notes so listeners can easily find them. Tom, this has been an incredible conversation, and I know we’ll have to do a follow-up episode to dive deeper into strategies and tactics. Thank you so much for joining me today.

Thank you, George. It’s been a pleasure, and I look forward to continuing the conversation.

And to all our listeners, remember: It’s never too late to start living the life you’re meant to live. Podcasting is a powerful tool to share your voice, build your brand, and connect with your audience. So if you’ve been thinking about starting a podcast, now is the time. Thanks for joining us today, and we’ll see you on the next episode of The Daily Mastermind!

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About Tom Hazzard:

Tom Hazzard is the co-founder of Podetize, a leading company in the podcasting industry. With over 30 years of experience as an inventor and entrepreneur, he holds approximately 40 U.S. patents. Tom has collaborated with a diverse range of clients—including sports stars, entrepreneurs, and influencers—to enhance their reach through podcasting, broadcasting, and videocasting. He also co-hosts multiple podcasts, starting a new one each year to better understand his clients' experiences. His work has been featured in publications such as the Harvard Business Review, Forbes, and Wired.

Guest Resources:

●     Podetize Website: https://www.podetize.com

●     LinkedIn: https://www.linkedin.com/in/podetize

●     Twitter: https://twitter.com/podetize

●     Facebook: https://www.facebook.com/podetize

●     Feed Your Brand Podcast: https://www.podetize.com/feed-your-brand

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