This is 20 years old, and you need it now.

I drew this diagram over 20 years ago, when I ran my PR agency in Singapore, just as the Internet was starting to become part of our marketing mix. I called it the digital spin cycle at the time, and we used it to sell our media relations services to b2b clients. At the time we didn't have facebook nor Linkedin!

But looking at it recently, I saw that it has stood the test of time. The media landscape is not recognisable, but the framework remains. As I always used to say, the ways and means may change but the need for communication is timeless.

Dusting this off, or re vectorising as it could be called today, I thought it good to apply the flow to podcasting. After all, podcasts are simple a new media which provides amazing opportunities to communicate directly with audiences, with personalisation at scale. 

The content lifecycle in the flywheel model begins with content at the centre, surrounded by key stages—creating, publishing, promoting, monitoring, and analysing. These stages repeat and build momentum as they revolve around engagement, discussion, and participation with the audience, ultimately driving loyalty. Let’s look into each part of the lifecycle in the context of podcast guesting.

1.Create

Creating valuable and engaging content is the first step in the flywheel. When it comes to podcast guesting, this means preparing your message and building your personal narrative in a way that resonates with your audience. Your story, the insights you bring, and the delivery of your expertise are crucial. In this stage, think about your audience's pain points and how your podcast appearances can address them. Whether you're sharing success stories, strategies, or lessons learned, the content needs to be purposeful and engaging.

[Also remember to include those keywords to help drive your SEO score...you're in the business of getting backlinks too!]

Key considerations:
- Audience: Who are you speaking to? What are their key challenges?
- Objectives: What is the goal of your podcast appearance—brand awareness, lead generation, or thought leadership?

2. Publish

Publishing involves bringing your content to life and making it accessible. In podcasting, this stage is about recording your episodes, ensuring audio quality, and selecting the right platforms for distribution. Once you've appeared as a guest on a podcast, it’s crucial to collaborate with the host to ensure the podcast is published effectively. This also includes any additional content you may create around the podcast—blog posts, social media snippets, and newsletters.

Important steps:
- Discussion: Have meaningful conversations during the podcast that prompt audience engagement and discussions.
- Message:Ensure your core message is clear and aligns with your objectives.

3. Promote

Promoting your podcast appearances is vital to gaining traction and making the most out of your efforts. Promotion isn’t just about sharing the episode once it’s live, but creating a comprehensive strategy that includes social media posts, email marketing, and even paid advertising where necessary. Utilising the right keywords, creating highlights from your appearance, and encouraging listeners to share your content are all part of building a broader reach.

In this stage:
- Participation: Engage your audience by encouraging comments, shares, and discussions around the podcast episode.

4. Monitor

Once your episode is live and promoted, monitoring its performance is key. This stage is about tracking metrics—downloads, listener engagement, social media interactions, and feedback. Monitoring allows you to see what’s working and what’s not, offering valuable insights that can help you improve future podcast guesting opportunities.

Metrics to consider:
- Listener feedback and engagement
- Social media mentions and shares
- Episode downloads and subscriptions

5. Analyse

Analysing the data from the monitoring stage helps you refine your podcast guesting strategy. This is where you assess your objectives and measure them against actual performance.
- Are you building the brand awareness you hoped for?
- Are your messages resonating with your target audience?

Is your call to action getting you, ....well,...Action?

Analysing these factors helps close the feedback loop and allows you to refine your approach for future guest appearances.

In this step:
- Loyalty:Building audience loyalty through consistent, valuable appearances.

Building Momentum with Podcast Guesting

As shown in the flywheel, the content lifecycle for podcasts doesn’t end once an episode is published—it’s a continuous process that builds momentum. The more you invest in each stage, from creation to analysis, the stronger your content strategy becomes. Each stage of the flywheel contributes to deeper audience engagement, helping to establish trust and loyalty over time.

For podcast guests, this cyclical process means that with each appearance, you can build a loyal following, refine your message, and amplify your brand presence. By consistently applying the flywheel approach, you’ll see compounding results as your audience grows and your podcasting efforts become more effective.

Summary

When I first drew this, I think it was on Visio but it was so long ago, the idea was to educate clients on the work that the pr agency could do. But today, with digital tools and podcasting, the Digital Content Flywheel showcases the perpetual cycle of content creation, engagement, and improvement which anyone can put into place.

For entrepreneurs and business owners, this approach is invaluable in turning one-off appearances into a sustainable strategy for growth. By focusing on each element—creating, publishing, promoting, monitoring, and analysing—you can ensure that your podcast guesting efforts are not only efficient but also continually evolving.

This holistic approach will help you stay ahead in the world of podcasting, ensuring that your voice resonates with your target audience and builds a loyal following. 

And don't forget, once you've mastered the art of podcast interviews, and gain a reputation as an authority, you can start to approach mainstream media too. Podcast guesting isn’t just about speaking on one show; it’s about creating content that keeps rolling and gaining momentum—just like a flywheel.