Podcasting Momentum - The Marketing Flywheel for your Businesss

How Jo Long Uses Podcasting for Sustainability and Responsible Marketing

• Josh Troche - Pedal Stomper Productions • Season 3 • Episode 7

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You can knock… or you can podcast your way in.

When Jo Long realized business leaders weren’t responding to sustainability conversations, she didn’t double down on cold calls, she launched a podcast. In this episode, Jo breaks down how The Responsible Marketing Podcast became her tool for creating authentic content, educating her community, and driving real business conversations around responsible branding.

Whether you're leading a team, running a marketing department, or building your own brand, this episode is packed with insights on using podcast marketing and digital storytelling to amplify your sustainability efforts without sounding like a greenwashing cliché.

We explore how ethical marketing can build trust, why data transparency is your best defense against doubt, and how educational content can open more doors than traditional outreach. Jo also shares podcast launch tips, guest selection strategies, and the emotional rollercoaster of starting your own small business podcast including her “too-bright ring light” moment and how she learned to value authenticity over perfection.

You’ll walk away with fresh ideas for marketing with purpose, building community impact through podcasting for good, and crafting sustainable branding that doesn’t just tick boxes, it tells real stories. If you're curious about how transparency in marketing and brand storytelling can elevate your reputation, this episode delivers.

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Messaging is always a big thing, especially when it comes to sustainability. But can that messaging also help you open doors? Can that messaging help you get new conversations? You betcha. This week's guest is going to talk to us about how you can do that. Stay tuned. Joe, thanks for coming on the show. So you specialize, and I'm going to read part of this here. Communications with small and medium size manufacture offers so they can get real about sustainability. But it's not just the real about sustainability. It's about communicating that message to others. And the thing that I love is we kind of like looking through your stuff. It's talking about that in a way that's not just, hey, we're green, aka we are blowing sunshine where the sun normally does not shine. That's you definitely. You're talking about it in a way that is actually like, look, if you're going to do this, it needs to have substance. And I love that. Yeah. I was a guest a little while ago on your podcast. So this is going to be the role reversal. I love this because I got you got to like, ask me all these questions. So now it's my turn to, to to wind up. If any of us asked me time. Good, good. I'm going to like, go. Good. Go. Going to make you nervous here. Your podcast. Yeah. When was the point where you said I need to do a podcast? I think it was probably, So it's been running since September last year, and it was probably about 4 or 5 months beforehand. And, you know, I was I was walking the dog listening to podcasts as I do. And I was thinking, this is actually what I was struggling with, was getting businesses to listen to what I was trying to say. So having them and listen and say, yes, we need to embrace sustainability. We need to put some effort in some time, some people resource. We need to use it in our marketing. We need to be really clear about what we're saying. And I was knocking on lots of doors, and those doors were not opening at all. And I was finding it really hard. So for me, it was about I need to just educate these businesses and these people who owned the businesses and get them to understand why it's so important for them to start looking at this, if they haven't already. And actually a POC. For me, a podcast platform is a brilliant way of educating people. You know, I listen to loads of different podcasts, from marketing to just physical health to, mental health, all sorts, like some, some kind of like biography, biographical, that kind of stuff. And it's all kind of education information that I'm, I'm kind of absorbing from those. And so therefore, why would it not be another good way for me to try and get my message out so I can use digital social media? I can use my website, but people have to go to that. I can meet people and speak to and face to face. Great. That's, you know, but as many platforms as I can be on to share this, that I would be on it. And so that's where it started. Interesting. Was there any fear, like when I'm not even asking the question and you're already laughing hysterically? Like, like there was ten oh shit moments before I ever hit record. What, like. I mean, first off, did you, when you first started it, you think, okay, this is going to be this technical thing? Or like, what were some of the fears that you had with it? Okay, so when I, I gave myself a bit of a let off because I said I started when I first started speaking it like talking to some, some of my contacts. So I started with people I knew who I knew would support me. I would come on the podcast anyway if I was good or not. So, so I kind of pulled people off. I knew I could have a good conversation with people I knew who had made inroads in sustainability and embracing responsibility. So they had stuff to talk about and winds that they could talk about, which is great. And then I decided that I didn't want it to be really like I didn't want the expense of a really nice plush studio or loads of equipment, and I wasn't sure how long it was going to last for either. So I tapped up some people that I knew that I'd met and briefly appeared on their podcast. They did like, a vox pop type thing, where it was just literally like, I think we have like 3.5 minutes, and we did it a little bit, and they were doing like a bit of a speed podcast type thing in an event. So I went on there and I saw I was picking their brains like, what would I really need? And they're like, literally, you can use your phone to record if you want to do video. You couldn't just have two little clip on mics. You'd be absolutely fine to start with that. It's not really it's not very expensive. So from from that I was like, okay, so there's not a lot of financial investment in this, which is good. There's still a lot of emotional investment. Obviously, you want to want it to be right. And I spend it well, as you probably know, I spend quite a bit of time researching my guests and making sure I know kind of like the questions I want to ask them. So I know the direction of the conversation and things like that. So it was more about whether I'd got that angle correct and whether it sounded right. So I guess my first, my first podcast, which was with just one of the nicest guys you'll ever meet, he's so lovely. The surveyors, architectural surveyors, and they've got the most incredible set up because they're they're paperless and they have an amazing building, which is like, all environmentally brilliant and everything else. So it's more talking about what else could they do to better them, better their responsibility and their embracing of that. And so we talked about that. And I had my ring lights set up and it was on super, super bright, like a point where I always had a headache when I finished. And I said to him, oh my goodness, my my lights were on really bright. Was it annoying? He's like, no, it was okay. It was fine. Anyway, I look back, so if you look back at my first recording, we looked so washed out because the light was so bright and I was like in a like really in a suit in this tiny earth. And I was really pushed up and I was I can honestly say I was sweating so badly because I was so nervous. And he kept saying to me, why? Why are you nervous? Like, I'm you? We have these comic kind of conversations all the time, and it's just because the, the, the like, the phone was recording and I needed to get my words correct. Everything else. And I've learned now, actually, it's much more authentic just to be supernatural, so I don't I quite often if I have to do any, any editing at all of my guests, then it's literally because they've, they've said something or they've coughed or, you know, something that needs to be taken out like that. But I don't edit hardly any of my stuff out. So if I fumble my lines or I, I don't know, sneeze or I, or there's a massive pause, I don't mind that, you know, now, but before I thought it had to be really slick and really professional. And I've just learned now, actually, sometimes authentic is fine. And honestly, some of the podcasts I've listened to now that are meant to be really professional sound terrible, they sound like they're in a tin can. So I'm a bit like if they can do it and still get some people listening, then, you know, I don't think people listen for the quality necessarily, unless it's really bad, the quality of the podcast, I think it's the quality of the information they're getting and the education they're getting. So. So as long as I'm producing the education and that side and the factual side and people are still interested in still downloading, then I will just keep doing it. It's funny. I love the the part that you said about the information and giving that information, because yes, we have found that. I mean, you don't want to sound like you're talking to to soup cans on a string. That's definitely don't want to be like that. But in the same sense, if you are having a good conversation of if there's really good information there, people will hang out for it. People are there for it because it's it's worth it. And we've all sat in rooms where you've got like crappy audio. The person isn't Mike 12. They don't know how to use a mic. You can barely hear them. But you're like, this is still interesting stuff. I 100% get that. You've mentioned before that there is a lot of sustainability work that isn't being talked about. When did that dawned on you that you're like, hey, there's there's some of this information that isn't getting out to people that should. Well, I think part of it was, I mean, I've kind of always had a bit of an interest in sustainability, as in recycling and things on a, on a personal level. And then, after I did my accreditation, I did about 18 months ago. Yeah, 18 months ago, nearly two years. It kind of opened my eyes again to marketing as a whole, kind of broad arena, rather than it just being what I kind of like communications, as in digital communications or traditional events and stuff like that. And for me to get the subject matter kind of like embraced by these, by my clients as well, I suddenly realized actually they were and most of them were already doing good stuff. But either I hadn't picked up on that good stuff to communicate, or they were reluctant to do it. So, for example, one of my, previous clients I also had on the podcast quite early on, I knew from day one the good they were doing, because we talked about it in the videos and the footage that we did. So we talked about the fact there are cheesemaker us and cheese maker, and we talked about the fact they got their milk from the family farm, which is literally two miles down the road, and it was pasteurized by on the farm. So that was like that was great. And they used it and it came. So I think it traveled about two and a half miles to the, to the, to the site where they made the cheese and it was all hand processed. And then obviously it has the temperature stuff and bits and pieces. And we made this film about it, about what happened. Because actually, for me, I was saying to them, this is what people want to see. They want to see how the cheese made you say, you make your cheese by hand, but people don't really understand what that means. I think you just like, slap a bit of like, I don't know, butter around or something to make some cheese. Like nobody understands what the process is. So he had literally Jonathan reversing the van with the milk fat. And then at that point they're much more sophisticated now. But at that point they literally put a pipe on the tank and it poked in through a window into the into the room where they made the cheese into the fat and all this kind of stuff. And it was that kind of point. I was a bit like, why are we not talking about this even more? And the more I spoken about it with other people, there's there's some people just don't realize the good that doing. But some people are also really fearful about talking about because this whole greenwashing thing, which is, which is real and it needs to be serious that you can't go ahead and claim stuff that's not real, because that's just wrong, isn't it? So you shouldn't be doing it. So there are places to go, like the Green claims, site, a website where you can check your claims and what you can say, what you can't say about things. But people are really fearful of being shot down. And so I again, that kind of education piece is now leant towards you don't have to say that you are net zero. You don't have to say that you're green because actually that doesn't really mean much anyway. You don't have to say you're carbon friendly, eco friendly, whatever it is. You just have to tell people what you're doing and what journey you're on. So if you are on to reduce your emissions, then great. Well, where are we now? And just like a normal marketing plan would be? Really? Where are you now? Where are we want to be and how are we going to make that progress? So it's that kind of thing, more of educating people that as long as you've got the data behind you, you can say really what you like because the proof is there. Like no one can quibble with you. People can ask the question to say, well, where are you? Why? Why are you saying that? You only have, I don't know, 12 tonnes of carbon emissions? Like, where's that data? Well, here it is. We've got it. It's in the report. It's accounted for. So it's that kind of thing. Now where, for me, I'm a bit like I've got a bit between my teeth a little bit now, thinking that all businesses are probably doing really good stuff, whether it's people, whether it's environmental stuff, whether it's how they run the business, whether it's social responsibility, whatever that is, that's doing good stuff. But they're just either don't have the resource to get the data to prove that, so they can use it as evidence or they're just fearful of doing that cause they don't know how to do it, which is hopefully where I come in. Interesting. Speaking of where you come in. Yeah. Wonderful segue. Wonderful set up for me. Bye bye. Bye bye. By the way, the podcast, I know you talked about the possibility of it opening up doors and the like, being able to start some of those conversations and getting people on as guests that you were thinking of having on. Have you been able to do that? Has the podcast been able to open some doors for you that weren't necessarily open before? In all honesty, probably not as paid business as yet. Sure. But still, it's new. So, you know, but it's getting a lot of support, and I have had I know we've talked about this before as well. I have had a few people say to me, oh, this is your podcast. It's really good. I love that, you know. So again, even if it's a handful of people, it means I've made a dent in their world. And so something's going in. And they either were already there and it's just reinforced what they thought. Or then now on the on the path with the rest of us kind of marching that way. So, you know, I didn't set out to get business from it, but it's also a bit of authenticity for me because I want I want to show businesses that what I'm saying. So whether I send up an events talk, whether it's in a client, whether it's prospecting, whether it's networking, whatever I'm saying is I am actually doing the do as well or walking the walk, whatever you want to say, you know, so that that evidence is there that I'm actually, you know, doing what I'm saying. I'm not just sitting there saying, yeah, you should do this. And then, yeah, okay. So I'm finding businesses that some of the businesses are already doing really good work. Some I think is really interesting information. So when we talk, for example, we talked about obviously about podcasting, but also about AI and the use of AI and the efficiency, which is a massive responsibility, you know, thing for me, because I don't want people using AI just crazy, like crazy and using or emitting loads of carbon. I want them to use it really effectively and really efficiently for them, but also for the environments, because we should be embracing it. But we just need to understand how to embrace it. So to have people like yourself on to talk about AI a bit more authentically and with information on how to use that properly or better, then you know, that's also really useful. I think, for people. I love that. And it's funny you said do the do. Yeah. I, I, I believe people at this point have figured out that you are not in the US. Yeah. Yeah, I definitely am not from the. That's why I've even said oh I mean walk the walk I don't know I don't know anyone listening in the States would understand what do the do is but hopefully the. The, the context gave it to us. So and I just I love that and it's the to me it's one of the cool things about podcasting because when we talk about stuff like this, this is how it's helping both of us bridge a bit of a gap, like that pond that's in between where we're both sitting right now, that small little body of water called the Atlantic. As you look ahead and as you look at the podcast, where do you see it going? What's the like? Where do you see it going, or what's a goal that you have set for it? So when I first started, my goal was literally to champion the businesses in the northeast because that's where I'm in, northeast of England, sorry, that's where I'm based. And, we have an amazing business community round here. The people are incredible, really supportive, and it's a really growing and exciting and energetic kind of business community. So I wanted to kind of like champion businesses. There. And then I found, weirdly, that other people find out about you. So. So I had, an email come through from an agency in London and I was like, oh my God, is this for real? Or is this someone pulling my leg? But anyway, that turned out and we recorded the podcast and that was amazing. That was an influencer agency. And then now I've had a couple of international ones. So I've had you as a guest on many thanks. And I've just recorded another one, another lady who's based in California this afternoon. So clearly something's happening and something's going out and people are seeing it. It's like, for whatever reason, I don't quite know what magic is happening, but it's creeping, is creeping out there. So all I can think is, you know, for as long as I have breath in me, which is gonna be a lot of years, hopefully, I will still find people to talk on the podcast and talk about and talk to, you know, because again, it's that education piece. It's so important now. And we also have I'm not sure what happens in the States, but in the UK we're going to have legislation that comes in for small medium businesses. We have it for big corporates where they have to report an emissions. And it's starting that if you're in a supply chain, you'll get asked for data, but you don't normally have to report yourself. So legislation is going to come in. And for me, why would you wait for the stick and then have to run around like crazy to fulfill what this legislation ask? Well, why wouldn't you get ahead of the game and make sure all your ducks are in a row now, so you can use that again for marketing purposes. So I'm not saying it's, you know, kind of like brandish it as your USP necessarily, but it really gives body to your business. And for people to understand that you are a genuine and a do good business, you know, you are a responsible business. You care about your people, you care about your culture, all that kind of stuff that goes with that. So yeah, so I think my goal is really, you know, to get to as many people as possible, which sounds a bit flaky, doesn't it, really. I don't really have numbers or data for it, and I probably should do, but then I get a bit hung up on it and I want it to be enjoyable. So I want it to be fun, not a stick for me, you know? I mean, I get it. Yep. So the the question that I always like to ask at the end to kind of pull everything together. Okay. Where should you look nervous now I. Know, I feel me, Okay. So to me, I mean, I'm, I'm very much about actionable stuff. We've got a lot of learned items and stuff like that in here. If there's one piece of advice about a podcast that you could give to a business owner, to a marketer, to, and it could be someone that's halfway down the line, it could be someone that's just thinking about starting what would that piece of advice be that you would give to them? For me, it would be research your guests so, you know, you know what they're going to be like. So, you know, they're going to be a good guest. Because, you know, I can I think we've touched on this before. You do get guests on where you suddenly think, oh my goodness, this could be awful. But if you've done your research, you know how to make the conversation work, so you will make it work. So I mean, some will be like super vibrant and amazing because, you know, that's that's what some people are like and some people are less like that. But that doesn't mean the podcast is any less important or informational or educational. So yeah, I would just say do your research and make sure, you know, kind of like who you're talking to and why you're talking like what intention you have to get out of that and I know again, we've talked about intent quite a lot. Intention quite a lot. But yeah. What why it why are they even on the podcast. Where is the link to that. What's the reason like don't have someone on. I have a few people that are really almost celebrity status in the northeast of England, and I'd love to have you on the podcast, but I can't work out a way why they would be on their. So although it get me good traction, I'm like, well, that doesn't fit really with what I'm trying to do. So I to have them on as a guest would be amazing. And I will find a way, probably one day, to get them on, but so far it hasn't appeared. So therefore, you know, I can't fulfill what I want from the podcast by just having someone on randomly, you know? So yeah, research I would guess. Love it. I thank you for the time today. Where can people find you and information about like the work you're doing and the help that you're, giving to the sustainability movement? Yeah. So, my website's always a good place to start, so it's w w dot sterling consulting.com. Obviously, if people want to listen to the podcast, that would be amazing as well. It's on YouTube and all podcast channels, audio channels. It's the responsible marketing podcast. I'm on LinkedIn as Joe Long. I'm on. Yeah, you name it, I'm on it, I'm on. Tick tock. I'm on Instagram. I we're. Marketing people. Yeah, just you can find me, but yeah, my website, other podcasts are definitely good places to start. I love it. Thank you very much. For everyone else, we are going to be right back. I've got an interesting take on today and an interesting summary for it. Stay tuned. First off, for me it's always interesting to get an outside perspective with Joe being in the UK. I'm pretty sure the their conversation in the accent didn't take you long to figure that out, that that's where she was from. But getting a perspective of how things work internationally is it's always refreshing for me because to once again, it it's that education. It's that I mean, be there for your audience. It's that spend the time on preparation. It's it's these core principles of podcasting that we always talk about that has stayed the same. UK I'm willing to bet if we talk to someone in Germany, we're going to find the same thing. If we talk to someone in Mexico, we're going to find the same thing. Although you may not want me to do that because Spanish, well, that's just not my specialty. I always joke that I was very close to taking two years of Spanish. One, not two years of Spanish in high school, none the less. I really do like the the the piece that she talks about how it hasn't necessarily led to direct sales yet, but it has led to some interesting conversations. It has led to a ton of education for both her and her audience. The fact that she's had people come up and say, hey, I love your content. To me, is it what a gas that tells you that it's being effective? What so many people don't realize with podcasts. And it's it's the thing that I like to give is the refresher. This is a slow burn. This is putting content out. This is this gets you consistent content. Gone are the days of were used to post something to one of the social media platforms and you'd be like, yay! We got a couple of likes and shares from it. You would go away you. It's it's building consistency. It's it's that fact that there's something always coming out from you. There's there's that messaging. There's all those pieces to it. But the fact that people can expect to see something from you consistently, that that's what it takes anymore to get to get just the baseline in today's marketing and social media worlds, you have to build that consistent content. That is what's going to open the doors. The other piece about her being able to tell the stories and get out this information that wasn't necessarily available otherwise, there's there's a unique piece to that. She does something unique. She's she's helping tell the stories. And she's not necessarily with her podcast specifically, but her business. She stayed in a pretty good local niche and it's supported her in that, which to me is absolutely awesome. The other thing that I truly, truly love about what she said is the authenticity piece. I don't want to say I'm ever going to get sick of saying it, but I say this almost every single time. Be you. Be yourself. Get out information that is from you in the way that you would typically present it. That's just I mean, that is very much the like, once again, the bare minimum of what you need to do. Don't act like someone else. You can take bits and pieces of like show structure in that from where other things that you've heard, that's great. But you need to be authentically you. With that being said, if you'd like to talk about a podcast, if you're thinking about doing one of your own, let me know. We've got our No Pitch podcast consultation. We'll sit, we'll talk. I'll answer any questions that I can about your podcast or the podcast. You're thinking of. Speaking of other podcasts, do me a favor. Subscribe. Follow all the other things. If there's someone that you know that is into podcast, do me a favor. Share this with them. I'd really appreciate it. As always, I'm going to leave you with the same thing. Do me a favor. Take care of yourself. If you can take care of someone else too, I will see you very, very soon.

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Josh Troche

Host