A Sound Investment: Lessons from the Award-Winning Podcast ‘Cooking the Books’

Financial literacy podcast, ‘Cooking the Books’, hosted by award-winning journalist Frances Cook, recently secured the coveted title of Best Business Podcast at the NZ Radio & Podcast Awards. So, what are the secret ingredients to ‘Cooking the Books’ success, and how can you apply them to your business or thought-leading podcast?

Lesson 1: Bridge the Knowledge Gap

‘Cooking the Books’ tackles complex financial concepts and makes them accessible to everyday listeners. Financial jargon can be intimidating, but Cook uses clear language, relatable anecdotes, and engaging interviews to break down barriers and empower listeners to take control of their financial well-being.

Takeaway for Your Podcast: Don't underestimate the power of clear communication. Regardless of your topic, explain complex ideas in simple terms and use real-life examples to connect with your audience.

Lesson 2: Find Your Target Market (and Own It!)

Francis Cook has over 112k followers on TikTok and regular posts short financial tips.

In a crowded podcast landscape, standing out requires focus. ‘Cooking the Books’ caters specifically to Kiwis looking to navigate the unique financial realities of New Zealand. This targeted approach allows Cook to delve deeper into relevant topics and build a loyal following of engaged listeners. Her TikTok account has seen particular success attracting 112K Followers and growing everyday. This allows her to send organic traffic to her podcast through her profile link. 

Takeaway for Your Podcast: Don't try to be everything to everyone. You can identify a specific pain point or niche interest within your broader industry and become the go-to source for information in that space.

Lesson 3: Diversify Your Media

Francis Cook’s successful podcast does not stand alone, she has created a body of work that spans multiple mediums. Her financial journalism has expanded to TikTok videos, regular columns in NZ Herald and BusinessDesk, and two books: ‘Your Money, Your Future’ and ‘Tales From a Financial Hot Mess’ (Random House). 

Takeaway for Your Podcast: Don’t just release your content on one medium. Think about how you can repurpose the same ideas to suit different platforms and mediums. This provides more entry points for new fans and gives additional products for customers to engage in.

Lesson 4: Leverage Partnerships

‘Cooking the Books’ features insightful interviews with financial experts, industry leaders, and even everyday Kiwis with inspiring money management stories. This collaborative approach adds fresh perspectives, keeps content engaging, and taps into wider networks. 

Takeaway for Your Podcast: How can you use your expertise to reach new audiences? Don't be afraid to invite guests on your show. Interviews can provide valuable insights and introduce you to new audiences. 

Recipe for Podcasting Success

‘Cooking the Books’ provides a recipe for financial success while being a formula to follow in podcasting. By focusing on clear communication, niche targeting, multimedia, and collaboration, you too can create a podcast that resonates with your audience and drives results.

If you’re thinking about creating a successful podcast, or need help honing your existing one, our editing & mastering services will deliver premium podcasts your listeners will love.

Schedule a free consultation today and let's discuss how we can help you cook up your own podcasting success story!