Creating Connection at Scale: How a Podcast Can Elevate Your Consulting Firm’s Brand and Build Client Trust

One of our core beliefs at Tenzing is that deep, authentic conversations have the power to drive business forward. Over the years, we’ve found that sharing stories—especially those of fellow Experts, Operators, and Practitioners—has not only enriched our community but also helped strengthen our brand and attract new clients.

Last year, we launched our vidcast and podcast series, Experts Uncut (now renamed to “Executive Edge”), as an experiment. It quickly became one of our most powerful business development tools. In this post, we’ll explore why having a vidcast and podcast can be a game changer for consulting firms and how it can enhance visibility, credibility, and client relationships.

Why a Vidcast and Podcast Channel Matters

Consulting is a relationship-driven business. Trust, credibility, and relevance are everything. The challenge is that you can’t be in every room or on every call. A vidcast or podcast allows you to scale yourself—your voice, ideas, and insights—without losing authenticity.

Done right, it becomes a channel that connects your firm to decision-makers, industry influencers, and future clients, on their terms.

Build Brand Authority Through Authentic Conversations

Unlike a whitepaper or case study, a vidcast or podcast offers a dynamic, human-centered format that showcases your firm’s perspective in real-time. You’re not just telling people you’re an expert—you’re demonstrating it through thoughtful interviews, sharp takes on industry trends, and real-world war stories.

We’ve found that Experts Uncut helps listeners get to know us before they ever take a call. They understand our values, our way of thinking, and the types of leaders we work with. That familiarity breeds trust—and in consulting, trust is the currency that converts conversations into engagements.

Create Value for Your Network, Not Just Yourself

Your vidcast or podcast shouldn’t be a monologue. It’s an opportunity to highlight the incredible people in your orbit: clients, collaborators, partners, and up-and-coming voices in your industry. When you feature others, you create value for them—and by extension, value for your audience.

We’ve used Experts Uncut to spotlight experts from our network, exploring what drives them, how they navigate complexity, and the ideas they believe will shape the future. This generosity has strengthened relationships and given people a reason to engage with our brand, even when they’re not actively looking for consulting help.

Nurture Your Pipeline Without the Hard Sell

One of the biggest benefits of having a vidcast or podcast is how it supports your business development pipeline. It keeps you present in your prospects’ minds without feeling transactional. Listeners hear your voice regularly, see your values in action, and begin to associate your firm with smart, relevant thinking.

Episodes can be repurposed across email campaigns, LinkedIn posts, proposals, and even RFPs. They act as warm introductions to who you are and how you work. We often send prospective clients specific episodes that are relevant to their current challenges—it’s a natural, non-salesy way to start a conversation.

Strengthen SEO and Digital Presence

Search engines love original content. Publishing regular episodes creates a library of keyword-rich content that drives long-term traffic to your website. Each episode can be transcribed and turned into blog posts, quotes, audiograms, or video clips, dramatically increasing your visibility across multiple platforms.

More visibility means more inbound leads. And better yet, those leads are more qualified—they’ve already spent time listening to your thinking and are often further along in their decision-making journey.

Tips for Launching Your Consulting Firm’s Vidcast or Podcast

Launching a channel doesn’t require a studio or a big production budget. What it does require is clarity of purpose and consistency. Here are a few lessons we’ve learned along the way:

Start with a clear theme. Choose a topic that intersects your expertise with the interests of your target audience. Keep it focused but flexible enough to evolve.

Prioritize audio quality and professionalism. Invest in a good mic and editing. First impressions matter.

Be consistent. A steady cadence—whether bi-weekly or monthly—helps build momentum and audience loyalty.

Promote through your network. Encourage guests to share their episodes. Use LinkedIn, email, and newsletters to amplify the reach.

Track impact. Measure listens, views, and referrals, but also look at qualitative feedback—what’s resonating, what’s leading to follow-ups, and which episodes are creating the most conversation.

Building Trust at Scale: A Long-Term Play

Launching a podcast or vidcast won’t instantly flood your inbox with leads. But over time, it becomes one of the most effective tools for building awareness, trust, and loyalty.

By showing up with authenticity, elevating others in your network, and offering insights without expectation, you’re planting seeds that grow into meaningful relationships and real business opportunities.

Just like with your professional network, the returns on a podcast or vidcast compound over time. Done right, it’s not just content—it’s a conversation that builds your brand, deepens your relationships, and opens the door to future growth.

Authors:

Thom McLeod – As a consultant, executive, and founder of Tenzing, Thom has personally advised dozens of corporate and private-equity executives around the world on issues ranging from strategic sourcing and supply chain to strategy and change management. His track record of bottom-line results for clients across many industries has generated billions in enterprise value for them.

Thom holds an MBA from William & Mary – Raymond A. Mason School of Business, and a BA in Economics and Chemistry from the University of Virginia.

Simon Rycraft – Simon is both a prior C-level operator as well as consultant and advisor, across multiple industries, always with a focus on profit and operations improvement. He is a well-known enthusiast, expert and trainer on the topic of Negotiations and the author of the best-selling book “Negotiation Hacks”.

Simon is a mentor and advisor to startups through programs at Cambridge University in the UK, Draper University in the Bay Area, and the Wharton Business School of the University of Pennsylvania.

Simon holds an MBA from the Wharton Business School of the University of Pennsylvania, a BA (Hons) in Business and Economics from the University of Nottingham and an MCIPS from the Chartered Institute of Procurement and Supply.