The Power of Podcasting for Sustainability Education
Jo's podcast, The Responsible Marketing Podcast, started with a simple yet powerful idea: educate businesses on how to communicate their sustainability journeys. Like many entrepreneurs, she found herself struggling to open doors with traditional outreach. People have been “pitched” in so many different ways through email, advertisements, and LinkedIn messenger, that they too often seemed to have walls up. Enter podcasting…a platform that allowed her to connect directly with business owners, bypass gatekeepers, and educate through storytelling.
She explained, "I needed to just educate these businesses and get them to understand why it's so important...a podcast platform is a brilliant way of doing that."
Overcoming the Fear: Start Simple, Stay Authentic
Starting a podcast can feel overwhelming. Jo admitted to having the classic "Oh shit" moments before hitting record. But her secret to overcoming the fear? She started small and made an effort to really lean into authenticity.
She began with guests she knew would support her and invested in low-cost gear. Once she realized that these were the main things she needed, she saw that the initial barrier to entry was pretty low. Her early recordings weren’t perfect (too-bright ring lights and all), but they were genuine. Over time, she discovered that authenticity resonated more with her audience than high production values.
"I've learned now it's much more authentic just to be natural."
Uncovering Hidden Sustainability Stories
Through podcasting came one of Jo's biggest insights; the realization that many businesses are already doing great sustainability work…they just don’t talk about it. Sometimes it’s out of modesty. Other times, it's fear of being accused of greenwashing.
Jo emphasized the importance of simply sharing what you're doing and being transparent about the journey. You don’t need to claim you’re "net zero" or use vague terms like "eco-friendly." Just show the data and tell your story.
Pro Tip: Jo recommends the Green Claims Code to help businesses vet their sustainability messaging.
Podcasting as a Long-Term Content Strategy
Has podcasting directly led to sales for Jo? Not yet. But the benefits are clear:Has podcasting directly led to sales for Jo? Not yet. However, the benefits are clear, as the podcast has proven invaluable in fostering connections and supporting her broader efforts. While direct conversions may still be emerging, the impact on engagement and outreach has been significant.
According to Jo, the podcast has given her:
Broader visibility and audience reach
Credibility as a sustainability communicator
A valuable content library that reinforces her message
As she puts it, "Even if it's a handful of people, it means I've made a dent in their world."
That dent? That’s how change starts.
Tips for Business Owners Thinking About Podcasting
As always, when we talk with a guest, we’re looking to learn. Jo was chock-full-of advice for us when you really start to distill down her experience over the time that she’s been podcasting. Here’s just a few:
Research Your Guests: Know who they are and how their story fits into your podcast's mission.
Have Clear Intent: Don't chase celebrity guests if they don’t align with your goals.
Be Authentic: You don’t need a studio. You need a story.
Consistency Is Key: Like any good marketing strategy, podcasting is a slow burn. Keep at it.
Final Thoughts: Walk the Walk
Jo Long isn’t just talking the talk. Through her podcast, website, and consulting services, she’s showing businesses how to communicate their values with clarity and purpose. She proves that even a small operation can create meaningful impact—one podcast episode at a time.
Ready to Start Your Own Podcast?
Get expert advice with a No-Pitch Podcast Consultation. We’ll help you explore how podcasting can grow your brand, tell your story, and connect with your audience.