The Power of Podcasting: A Conversation With Julie Lokun

Podcasting has become a vital tool for creators and entrepreneurs seeking to amplify their brands, build communities, and share compelling stories with the world. In this Q+A, The Medicasters founder Julie Lokun shares her expertise on the unique power of podcasting and why it’s an essential consideration for anyone looking to have a real impact in today’s digital landscape. Get ready to dive into Julie’s insights, personal experiences, and strategies for harnessing the podcast medium to inform, engage, and inspire listeners everywhere.​

What inspired you to create Cre8tive Con, and how has it evolved as a platform for visibility and networking in the digital age?

You need to be on earned media, not just paid media. Many people think you should just have paid media; you need to earn your media. And you need to get on stages.

So I wanted to create a stage and a forum for entrepreneurs, emerging businesses, and small businesses, where you could learn from experts. It’s not like you go to a huge event like an Aspire event or South by Southwest, those kinds of huge events where people get on stage and they speak and then they leave and you forget everything.

I wanted you to see these amazing speakers, take part in immersive workshops, and meet these people. You're part of the experience, and you leave with real connections and real tools, so it’s not just like you’re listening to talking heads and then going home. That was my vision.

I also knew that being an entrepreneur was so isolating that you start to doubt yourself, don’t know which way to go, and end up chasing shiny objects. So I wanted to make sure people felt there was a community around them and that they were getting real, practical tools they could take with them to help scale and monetize their businesses.

You learn a lot. Nobody knew who we were, and we didn’t have proof of concept, meaning I didn’t exactly know how to articulate it when it first popped into my mind. As time went on, I was able to articulate it; people started believing in it, we got bigger names, bigger speakers, more people are coming, and it really became solidified into building my team around me and being able to streamline what my vision was, as well as growing it and making it more accessible for more people. It’s just growing every single year and really building up my vision in the truest sense.

How do your backgrounds in law, life coaching, and media strategy uniquely influence your perspective on digital marketing?

Building businesses has always been about more than personal growth—it’s also about helping my clients achieve their goals and expand their reach. Early on, I realized that developing a strong digital presence was essential for connecting with any audience, no matter the industry.

From the outset, my strategy focused on ensuring Google recognized me as an authority. Whether I was positioning myself as an attorney, a life coach, a marketing and media strategist, a business coach, or a PR professional, I made sure every move aligned with a clear digital plan. Recording my role on Google and across all platforms was a deliberate way to establish credibility and expertise in my field.

I also invested time making sure that every platform I participated in pointed directly back to me. My goal was simple: if someone was searching for a trusted professional in my area, their search ended with me. I wanted to be the endgame for everyone’s online searches, building trust and visibility at every digital touchpoint.

Julie Lokun

Can you share a pivotal moment or challenge in your career that shaped your approach to business growth and digital marketing?

I don’t hang my hat on business growth. I hang my hat on serving my clients to the best of my ability, every single day. I don’t care how big my business is. What I care about at the end of the day is underpromising and overdelivering.

The best compliment I’ve gotten from the former national security advisor for the president, he said, “My God, Julie, I thought I was your only client.” So, my digital footprint — yes, it matters — but more importantly, I rely on my referral footprint.

In terms of building Cre8tive Con, yes, growth is super important. Still, it is about brand reputation and building my reputation, so I would say that’s pivotal every single day, making sure I don’t deviate from who I was at day one.

I make sure I stay true to myself and who I was, and don’t take shortcuts or rely on hacks to get from here to there.

What advice would you give to entrepreneurs just beginning to build their digital presence in a crowded, evolving marketplace?

Real sharp, simple messaging — don’t go overboard. Be bold. Don’t rely on blending in; be bold with your coloring and your messaging. Always aim for something attention-getting.

Then go real strong with your SEOs. Don’t undercut them. Make sure you are SEO-rich, and remember that generative engine optimizers are huge right now — search engine optimizers like ChatGPT are shaping how content gets found. Everything you do should be rich in SEOs and GEOs.

Don’t be afraid to stand out. The more mundane or simple you are, the more you’ll get lost in a crowd of competitors doing the exact same thing. I want to see something special when I’m scrolling through everyone else, and being strong in both SEOs and GEOs ensures that I can actually find you.

Podcasting has become a powerful tool for brand storytelling. What unique advantages do you find podcasting offers over other digital media formats?

The first podcast came out in 2004, so that’s 21 years ago. His name was Adam Curry; he’s the “Godfather” of podcasting. Since then, it’s definitely evolved.

How I’ve used podcasting—first of all, it is a great way to become a trusted voice in your industry. People are often very impressed that you have a podcast, and it’s not that hard to have one. You can establish yourself as a trusted voice and talk about whatever you want. It’s not regulated, so creative freedom is wide open.

Podcasting also helps with SEO and your backlinks, driving people back to your website. It’s a great way to build strategic partnerships. Let’s say you have a hamburger business and want to collaborate with someone in the ketchup industry. Maybe you think, “That guy won’t talk to me,” but he'll probably say yes if you invite him onto your podcast, because you’re giving him visibility. It’s a gateway to conversation and relationship building, which can lead to conversions and sales.

Ultimately, podcasting is great for PR. If you Google my name, for instance, you can see what comes up. Overall, it’s a strong investment and very cost-effective. It can cost money, but I suggest that if you’re a big company, just start—sit down, record, and upload. Do it correctly.