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The Company Show

Author: Megan Dougherty

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The Company Show is a podcast about running a podcast for your business or company. Podcasting FOR your business or company is different than podcasting as a passion project, or even with your podcast AS a business. You need to meet real organizational goals with a minimum of time and energy, because the podcast is just one part of all that you do. Whether you’re a solopreneur who is running a whole business, or the marketing manager overseeing multiple cross-channel campaigns company podcasts have specific requirements, restrictions and opportunities that hobby, passion and solo-project podcasts just don’t have.
But if you can work out a good system, you can shorten sales cycles, pre-warm leads, meet new partners, increase your brand awareness and authority, and generate weekly (or more!) fresh, dynamic content, all in the course of producing your show. This podcast will help you do that, with answers to every question you’ve got about podcasting, and interviews with different subject matter experts in the content marketing and multi-media industries.
Megan Dougherty is a digital marketer with over a decade of experience consulting and supporting business owners, who co-founded One Stone Creative in 2017 as a podcast production agency for business owners. One Stone Creative helps plan, produce and promote podcast episodes with a high-touch, consultative approach. Every business is different, and so is every business podcast. Over 5 years, and thousands of podcast episodes, we’ve identified the “blueprints” that make a company podcast successful, and are thrilled to be sharing that information with you.
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It is that time of year again, friends! We’re opening up submissions for speakers for this year’s Podcasting for Business Conference.The first PFBCon was in 2022, and came about while I, Tom Fox and some other friends were at the always fun and valuable Podfest and realized that as awesome as in-person podcasting events are, they aren’t always a possibility for business owners who podcast as only one of many, many things they have to do every week.So the Podcasting for Business Conference was born—something all virtual and all recorded to fit in around the work of running businesses that so many people need to do.And it’s time to start planning for this fall’s edition.This year’s event is going to be taking place November 14th and 15th with a few special events earlier in that week. I’m looking for 10 speakers who can give specific tools and strategies to help people podcast more effectively, profitably and pleasantly podcast.If you’ve got just such a strategy to share, you can to here and share it!To inspire your thinking, I’m sharing several (although my no means all!) of my favorite clips from last years expert lineup. Listen to the episode or read the blog post here: https://podcastingforbusiness.com/84Tune in to the full episode and get tips and strategies for…podcast visibility and growthpitching to guest on other showsrelationship building for salessearch engine optimizationEmail marketing and collaborationsPodcast re-recording and editingPLUS an exciting announcement and a special offer at the end!Don’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Get Involved!I hope this has all got your creative juices flowing—and if you have some important learning for a community of business owners, experts, service providers and marketing managers and directors, I want to hear your ideas!You’ll find all the details and how to apply here. Applications will be open until July 31st. Please, tell your friends!The BookWhile I’m asking for favors, you may know already that I’ve written a book called, shockingly, Podcasting for Business. It’s going to be releasing in early September this year.This is a project that has been years in the making—we’ve completely codified the Business Podcast Blueprints and created a handbook you can use to design or refine, and optimize a podcast to bring real, bottom line value to your business.Special Offer!What you don’t know yet, is that I am going to give an absolutely free PFBCon ticket to every single person who pre-orders it.If this is something you and your community might be able to take advantage of, send me a note here or find me on LinkedIn—let’s talk.Need A Podcast?The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes"The whole pitch is really not about you as the person, it's about what you can bring to that show.” - Angie Trueblood“In podcasting, the only thing that you are limited by is your imagination.” - Tom FoxResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Become a speaker at PFBCon 2024 - Apply HereRelated:Podcasting for Business RefresherThe Value of Podcasting for Business with Tom FoxPFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
You should start a podcast!These words have planted a lot of ideas in the heads of a lot of business owners—and your reaction to hearing that can tell you a lot.You might hear it and think: A podcast? Me? Not a chance. Or maybe: You know what, you’re right, I should have a podcast!Most of us fall somewhere in between the two, and think something like: You might be right… but what a lot of work, would it even be worth it?When you’re unsure and you take the plunge into podcast, it’s often a little deflating because getting started is a lot of effort and a lot of work work and often a lot of money but the rewards, though they can be considerable, usually come much later on in the process.My guest this week, Heather Gray, is formerly known as The Lyme Boss and has now rebranded to Renegade Health Boss. She started podcasting after getting just that kind of prompt from her community and fans, and ended up podcasting for a while before her show started to gain traction.Heather is a Functional Diagnostic Nutritionist and Bioenergetic Practitioner specializing in supporting clients with chronic and complex illnesses such as Lyme disease, Mold Toxicity and Autoimmune diseases.And her podcast is a powerful force in her business.In this case study episode, we’re talking about how Heather has leveraged her podcast for affiliate sales, sponsors, case studies and new clients—she has done such an impressive job optimizing the show to serve her business, and there is so much to learn from her.Listen to the episode read the blog post here: https://podcastingforbusiness.com/83Tune in to the full episode to learn about:The Story of The Lyme BossPodcast Sponsorships and StrategiesAuthenticity in Product EndorsementsStarting with Podcast AnalyticsThe Importance of Solo EpisodesHeather Gray’s Podcasting WorkflowThe Advantages of Embedded AdsLow-Tech Setup for High-Quality PodcastingThe Power of Task DelegationDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!We’re gearing up for PFBCon 2024Next week is an exciting week, because we’re opening up applications for speakers at this year’s Podcasting for Business Conference!Make sure you’re subscribed on your favorite channel to catch all the details.Be A Guest on The Company ShowDo you have a podcast that's making a major difference in your business or know one that is? Fill this contact form and let us know about it.We'd love to have you here for a case study episode like this one!Need A Podcast?As always, this is Megan Dougherty, and The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes“There is no quick rise with podcasting. You just got to put in your time.” - Heather Gray"I sometimes think the only thing more satisfying than getting a great opportunity is being in the position where you turn it down.” - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Heather Gray | Website | Podcast | Facebook | Instagram | LinkedIn | YouTubeRelated:Case Study: Podcasting as a Long-Term Marketing Strategy with Susan FriedmannPodcast Case Study: Grow a Media Business Through Podcasting
Have you ever thought about the health of your voice?The two concepts don’t go together intuitively to me, which is interesting when you think about it because the voice is something created with the body.We’ve all had times when we lost our voice, or noticed it behaving differently based on our environment, situation or other kinds of health. But your voice is something that has it’s own health needs and as a podcaster, you should be aware of them.When you start podcasting as a marketing channel for your business, you're often not coming from a background where your voice is seen as a tool that needs to be cared for, but it is, and you should make it a priority.It's not just about how you sound in your recordings, it's about preventing vocal strain, improving the longevity of your voice, and having more control over how you sound.That is what I learned in my first conversation with today’s guest, who joined us for a Strategy and Networking Call in the Spring and totally changed how I think about my most important tool as a podcaster.Today I’m sharing the training that Brienne Hennessy, a licensed speech-voice pathologist and the founder of Your Vocal Vitality, gave us in our strategy and networking call back in the spring.She is teaching us how voice care is self-care and the mindset shift you need to make about it, what voice triage is, and how to actually improve recovery when we do have vocal difficulties, and some practical tips for preparing your voice before an interview. (Including a vocal exercise I experimented with live on the call!)This training did have a video component, so if you’d like to watch, you’ll find the video below!Listen to the episode, watch the video, or read the blog post here: https://podcastingforbusiness.com/82Tune in to the full episode to learn about:Vocal health issues and challengesUnderstanding the voice box: larynxAddressing vocal problems and daily strategiesThe power of warming upMisconceptions and clarifications on vocal healthHow to take care of your voice in a sustainable wayDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Here’s the recording of the Strategy and Networking CallThis includes all the exercises and other fun bits that might have been cut out from the podcast version!https://vimeo.com/960104765Need A Podcast?As always, this is Megan Dougherty, and The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes“I've had too many people tell me they actually use the word hate with the sound of their voice and they hate the way it sounds and my question to you is, how can you hate the very thing that you're using to communicate your message with the world?” - Brienne HennessyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Brienne Hennessy Website | LinkedIn | InstagramTop 10 Vocal Care TipsDiscovery Call with Brienne Hennessy
I often say that there are two types of people in the world—those who have done frontline customer service, and those that haven’t.If you want to see the difference between the two, go out for brunch on Mother’s day. It will quickly become obvious to you which of your fellow diners have done their time in the customer service trenches.Aside from understanding in the very marrow of your bones how much harder service workers actually work than your average CEO (I’ve been both, it’s 100% true and I’ll die on that hill)—there is something you learn as a frontline worker, something that can make a huge difference to you as a business owner.It’s the actual, functional delivery of the company’s brand.Servers, to use the example I am most familiar with, tend to have a better understanding of how a brand is perceived by the actual buying public than anyone in the C suite.This, of course, can be for good or ill depending on how well customer service is managed, and how integrated their feedback is in the managerial and marketing processes of the business.That integration is all about taking the intangible—feelings, impressions, offhand comments, and codifying it into a real part of the brand that can be used in all outward facing communications, on your website, in your emails, and on your podcast.Today, I’m speaking with Brigitte Bojkowszky, the creator of Bridget Brands, who is a company and personal brand identity strategist with over 23 years of experience in teaching global marketing management and branding at universities worldwide.Brigitte and I are talking about what differentiates a company brand from a personal one, when you should use each, and how they relate to each other, and the importance of storytelling in all of your branding activities—including your podcast.Listen to the episode read the blog post here.Tune in to the full episode to learn about:The story of Bridget BrandsThe intersection of personal and company brandingStorytelling and brand ConnectionEfficiency and authenticity in AI usageBranding in company onboarding and operationsMetrics and indicators of effective brandingBrigitte’s podcast picks for mastering brand authenticityDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Be A Guest on The Company ShowDo you have a podcast that's making a major difference in your business or know one that is? Fill this contact form and let us know about it.We'd love to have you here for a case study episode like this one!Need A Podcast?As always, this is Megan Dougherty, and The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes“You need to align your podcast closely to your company or corporate brand so it becomes one channel element or vehicle to communicate your ideas.” - Brigitte BojkowszkyEMBEDResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Brigitte Bojkowszky Website | LinkedIn | Instagram | Facebook | YouTubeBrandsTalk podcastRelated:What Makes an Audio Brand? with Jodi KrangleBranding that Feels Great with Sabrina ChevannesHow to Measure the Impact of Your Podcast with Megan Dougherty
Let me tell you a little story.Back in the halcyon days of 2019, I had a strong belief—I believed that video was video and podcasts were podcasts, and ne'er between should meet.Podcasts certainly did not belong on YouTube. I would have died on that hill.Then, in 2020, I conducted the first State of Business Podcasting Report and learned that the vast majority of the top 100 podcasts had YouTube channels, and most of them put episodes there. Now we make MP4 versions of all the podcasts we produce so they can go on YouTube.When I'm wrong, I'm wrong. It's become one of my best anecdotes, though, so there's a win.I have a whole lot of information for you today about audio vs. video podcasts and how to make that choice for your business. Listen below or continue reading the blog post!Tune in to the full episode to learn about:The current state of video podcastingPros and cons of video podcastsHow to make the choice between audio and videoDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Before we get into audio vs. video, here’s an update:I am delighted to be able to report that Podcasting for Business, the book, is currently in editing and set for release later this year.It feels pretty good. This is a project a long time in the making, and I feel confident that we’re looking at podcast value attribution in an entirely new way that will change the game in how you design, produce and track the outcome of your company’s podcast.The official launch date for the book is Tuesday September 10th, and we have some very exciting things planned to celebrate it.We’ll have sample chapters, workshops, abundant bonus resources and privileged access to this year’s Podcasting For Business Conference.We’ll also have an entire behind-the-scenes documentary-style podcast I’ve created with Amy Collette, the book coach I’ve been working with to get this draft from my brain and our content archive. That will be coming out next month—stay tuned!Find out what’s coming and get involved here.I really can’t wait to share it with you. I mean that literally—I can’t.That’s why I’m sharing a part of one section with you today on this episode, all about making the choice between audio-first and video-first shows.Next Week on The Company ShowNext week I’ve got a fascinating conversation with Dr. Brigitte Bojkowszky, the creator of Bridget Brands, who is a company and personal brand identity strategist with over 23 years of experience in teaching global marketing management and branding at universities worldwide.I learned so much from the conversation, and I’m sure you will to, so make sure you’re subscribed on your favorite podcast player to not miss a thing!Need A Podcast?The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes“Getting good at making audio is hard and takes time. Adding all of the extra elements of video right at the outset is a lot and is often more than a business really needs.” - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Related:The Video Advantage for SEO with Atiba De SouzaShould Company Podcasts be Company Vlogs? with Chrish WeiherPodcasting for Business on YouTube with Angela HollowellPFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
After “should we have a podcast?” one of the first decisions you’re going to have to make is how often you want to release and how long you’re going to podcast for.You’ve got options, and options within options—and it’s an important choice. Once you commit to a release cadence in your podcast, you should stick to it.Tom Fox, The Compliance Evangelist and creator of the Compliance Podcast Network, says, “Your podcast is a promise to your audience,” and he’s absolutely right.If you commit to and communicate that you’re going to start a weekly podcast, you should deliver a weekly podcast. It’s not just because it’s important to do what you say you’re going to do—inconsistent releases or a series of stops and starts just aren’t a great look for most brands.Consistency is professional, and it should be table stakes, which sometimes means not biting off more than you can chew when it comes to your podcast.That is it’s own challenge, because the reality is that more frequent releases means more and faster progress towards key business goals. So you’ve got to find the balance that works best for you, your team, and your business goals.Here is some information that will help you make the choice. Listen to the episode or read the blog post here: https://podcastingforbusiness.com/79Tune in to learn about:Release strategy based on business goalsShould you release in seasons?Types of podcast seasonsSeason topics that you can useDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!We’ll See You Soon!We’re going to be taking a short hiatus for the next 4 weeks while we work on something very, very exciting—One Stone Creative is writing a book!You can expect all the details, how you can get a sneak peek, maybe a nifty bonus or two (who knows?)We’ll be replaying some great episodes from the archive in the meantime; enjoy, and I’ll be talking to you in a few weeks!Need A Podcast?The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes“A season can also be a great way to test the waters of podcasting to see if you like it and if your audience and community are interested in hearing from you in this way.” - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Related:Does Your Podcast Format match Your Podcast Goals?PFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
How to include the bio of your guest in a podcast episode is a topic of some debate in the industry, and it should really come down, as it always does, to the type of show you're creating and your goals for it, as well as your personal tastes and preferences.I've been known to say that it's best not to have your guests share their own origin story on your podcast so that you can get right to the meat of the content more quickly. As a listener of this show, you'll know that makes me a terrible hypocrite, because I often start interviews by asking the guests to talk about their company and their podcast.I've tried just getting into a conversation, and honestly, for me, I find it a little too awkward and since my main goal of the podcast is building strong relationships, that's really okay. Maybe it's not perfect, but it's much better than fumbling the kickoff every week and feeling weird going into that kind of conversation.But I'm talking to someone today who is awesome at that particular strategy of skipping the intro and getting right into the heart of things immediately. It's one of the things that makes her podcast so dynamic and engaging for her audience. And she's here to give us a deep dive into the podcast that has been a key marketing strategy for her business for the last eight years.Susan Friedmann is the owner of Aviva Publishing and host of the Book Marketing Mentors podcast. In this case study episode, we're going to be digging into how Susan has used her podcast as a marketing and audience engagement strategy for over 400 episodes.Susan was so generous with her knowledge and experience, and this case study is a wonderful example of how a podcast can become a fundamental part of a long-term marketing strategy.Listen to the episode or read the blog post here: https://podcastingforbusiness.com/78Tune in to learn about:The birth and growth of Aviva PublishingPodcasting as a marketing strategyPodcast planning and launchMetrics vs enjoymentSusan Friedmann's podcast production workflowMeasuring podcast successHow to nurture client relationships and leverage resourcesFuture plans for Book Marketing MentorsDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Be A Guest on The Company ShowDo you have a podcast that's making a major difference in your business or know one that is? Fill this contact form and let us know about it.We'd love to have you here for a case study episode like this one!Need A Podcast?As always, this is Megan Dougherty, and The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes"I usually have a starting question to get us in. I get straight to the chase; this is a 25–30-minute interview, I want to get to something substantive. Maybe I'm wrong here, but I don't do the tell us about yourself and your history. I don't do that because that can take up a bit of time that I would rather use getting down to the subject.” - Susan Friedmann"I find often, speakers, they can be such excellent guests because they know when to stop and it’s a really underrated skill in being either a host or a guest.” - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Susan Friedmann Aviva Publishing | Book Marketing Mentors Podcast | LinkedIn20-Minute Brainstorm with SusanRelated:Case Study: Growing a Media Business Through Podcasting with Rayna RokickiHow to Measure the Impact of Your Podcast with Megan DoughertyPitching and Podcasting for Authors with Angie Trueblood
A truly massive content archive will usually cause one of two feelings:Unspeakable delight about the opportunityA sucking dread at the thought of the work involved in repurposing itThe difference between those feelings? Strategy and organization.This episode of The Company Show is all about strategy and organization and how you can use them to make sure your content archive fills you with more joy than terror.My guest this week is past mistress at the art and science of understanding the role that content plays in a customer's buying journey. And her process of content tracking and annual content audits is positively aspirational.Racheal Cook is the founder of The CEO Collective and host of Promote Yourself to CEO and she has helped thousands of women entrepreneurs design predictably profitable businesses without hustle and burnout.We had an amazing conversation that covered a lot of ground. Listen to the episode below or read the blog post: https://podcastingforbusiness.com/77Tune in to the full episode to learn about:effective content strategy and organizationevolving your content and podcastthe power of evergreen contenttreating your podcast as a library of assetscontent management and planningattract listeners through multiple channelsbuilding a nurturing content ecosystemtracking audience engagement and acquisitionDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Next Week on The Company ShowNext week, we've got an exciting case study episode coming up with Susan Friedmann, the creator of Aviva Publishing and host of the Book Marketing Mentors podcast.We're going to be digging into her strategy, results, and what she's learned over more than 400 episodes.Need A Podcast?As always, this is Megan Dougherty, and The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes“You don't need a massive audience. You just need those loyal people who listen to you every single week and who come back to you again and again.” - Rachel Cook“My job on my podcast is twofold. It's to nurture those people, walk them through this content series where I'm really comprehensive covering a specific topic, but also it's to get them to engage on my website by opting in for something.” - Rachel Cook"A truly massive content archive will usually cause one of two feelings.: one, unspeakable delight about the opportunity, or two, a sucking dread at the thought of the work involved in repurposing it.” - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Racheal Cook Website | Podcast | Instagram | TikTok | LinkedIn | FacebookRelated:Create with Intent to Repurpose with Jaclyn SchiffBringing Order to Chaos in Your Podcast ProcessesHow to Measure the Impact of Your Podcast
What’s the best way to grow your podcast audience? That is a topic that could be debated hotly by pretty much anyone who works in podcasting. But all would agree that if being a guest on other people’s podcasts isn’t the very best method, it’s high on the list.Pitching well, which is to say, effectively and in a manner that results in guest appearances and new professional relationships is one of those things that is simple but not easy.Simple: Find complementary shows, communicate your value, bring your best content and generally be a helpful and gracious guest.Not easy: How do you pitch, are you good enough, will they listen to you, how much research do you need to do, do you have to promote your episode, how long is this all going to take and what if no one accepts you?Maybe I’m the only one who gets a little in my head about it, but it’s not likely.Angie Trueblood the founder of The Podwize Group is one of my very best friends in the industry, and since our very first interview, we’ve been talking, collaborating, workshopping and generally working together to create ways that different kinds of businesses owners can leverage podcasts and podcast appearances.And through these conversations we’ve come up with really excellent use-cases for different kinds of business owners—most specifically, authors. Turns out we also have in common a love of the written word and the people who create those words as a marketing strategy for their companies.So, enjoy this conversation I had with Angie; there have been some changes in both of our businesses since it was originally released. Check the show notes for the latest links and details but the strategy and practice of pitching is solid.There is so much gold in this conversation that will help you refine your own pitching strategy to get more visibility on your show, your book and your business.If you’re interested in that, listen to the episode or read the blog post: https://podcastingforbusiness.com/76Tune in to the full episode to learn about:Benefits of podcast guesting for authorsPitching for Podcasts vs. Other PublicationsShould you outsource the pitch?Overcoming Pitching AnxietyPitching time and schedulingHow to be a great podcast guestLaunching your book with podcastsDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Need A Podcast?As always, this is Megan Dougherty, and The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes"I want more than anything else to have a guest who is prepared and takes this opportunity seriously. If they proactively send me information that's going to help negate any weird things happening, perfect. I'm your biggest fan." - Angie Trueblood"The more you do, the more people hear you, and then all of a sudden you're being heard everywhere." - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Angie Trueblood Instagram | LinkedIn | Twitter | The Podwize Group | Go Pitch Yourself PodcastRelated:The Ultimate Guest Pitching System with Kris WardPractice Makes Prepared with Meridith GrundeiA Dance of Guests and Hosts: Optimizing Your Workflows and Relationships with Jason CerconeDon’t Leave Your Guest Guessing
Podcasts that look very similar from the outside can actually create completely different kinds of value for the businesses running them. Here’s what I mean:Imagine a standard podcast. The podcasty-est podcast you can dream up. You know what I'm talking about: about 40 minutes long, one host interviewing one guest, released every Tuesday. The Ur-Podcast—there are a lot of them.It’s tempting to think they all sound the same. The more cynical among us might say that they do. But they can be serving very different functions for the companies that run them and making a very different impact based on the Blueprint used and the individual metrics optimized for.Let’s take a look at how a ‘bread and butter’ podcast format can be optimized for very different business outcomes. Listen to the episode or read the blog post here: https://podcastingforbusiness.com/75Tune in to the full episode to learn about:How similar podcasts can serve different purposesHow to optimize podcast for different goalsOptimizing workflows, recordings, and post-productionShould you be concerned about competition?Don’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Let’s ConnectI’d love to know your reason for podcasting—and how you’re optimizing for it! Find me on LinkedIn or Instagram.Need A Podcast?The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes“No one has ever found a podcast on a topic they are interested in and said: *That’s it! I have found the one and only podcast on this topic I’m going to listen to; I will never seek out or listen to another one—*that doesn’t happen." - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Related:Does Your Podcast Format match Your Podcast Goals?Using LinkedIn to Supercharge your Relationship Building with Sophie LechnerMaximizing your Creative Energy to Serve Your AudienceCreating Impact with Expert Knowledge with Kachina GosselinPodcasting with Purpose with Fatima ZaidiPFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
I’m sure you’ve heard of the Pareto principle, or the 80-20 rule where 80% of consequences or results come from 20% of causes—or efforts.On the one hand it’s great because you’re getting huge value out of some of the work you’re doing…. but which part?That’s the rub and trying to answer that question is the work of entire industries and an important activity for business owners and marketing managers evaluating what they and their teams spend time on.It’s one of the reasons we developed the Business Podcast Blueprints - so it would be easier to see what work was creating what results to facilitate strategic decision making. I remember when we first started One Stone Creative, and I was another one of those marketers who just kind of threw up her hands and said: it’s going to work but we don’t exactly know why.It was only through years of experimentation, data collection and analysis that we started to see the patterns that let us codify the Blueprints into tools that could be used proactively to get specific business outcomes and the attendant clarity—from podcasting.Most of us aren’t just podcasting through, we’re blogging, and posting on social media, making videos hosting events, and creating visuals.And there’s an expert I’m really excited to introduce you to who is bringing a wonderful level of rigor and analysis to content marketing more generally, with a special emphasis on the king of all content—the email.My guest today is Shannon Hernandez, the creator of the Joyful Business Revolution.We’re talking about data, we’re talking about working according to your strengths, we’re talking about email the as-of-yet unseated, most profitable form of communication on the internet, and we’re doing it with Shannon’s specialty—absolute joy.If you want to step up your content creation game and learn more about the power of email, listen to the episode or read the blog post: https://podcastingforbusiness.com/TCS074Tune in to the full episode to learn about:The Content Personality QuizCreating content outside your personalityWhy Shannon is shifting to emailPodcasting and email marketingHow to bring joy to the content creation processCold emails and effective engagementHow Shannon used The Business Podcast BlueprintsDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Key Quotes"I've asked myself several times over the last couple of years, did I make a mistake in picking joy as the leader of the brand Joyful Business Revolution? Because early on, we attracted a lot of people who were not joyful at all, and what they wanted was joy.” - Shannon Hernandez“If the only way to keep my business going was an email every 2 hours on Facebook, I just burn it to the ground.” - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Shannon Hernandez Website | LinkedInJoyful Content Creation FrameworkContent Personality QuizRelated:Maximizing your Creative Energy to Serve Your Audience
I have a weakness for walls of text. I really do.See, I love to teach and think and expound and explain, and I do it best in writing. This is, as I have been frequently reminded by my wonderful business partner, rather merciless on the end reader, on websites, in newsletters and emails, and sometimes even on social media.And it's a problem because while the content may be good and fondly like to believe that it is, it's hard to read. This is important everywhere, but it's especially important on social media.And I've never been a huge fan or a super user of it, which means I've never been great at configuring things in the right way to perform the best. But there are so many experts who are so, so good at it, for which I am profoundly grateful because so many of them are so generous with their knowledge.We are talking with one of those experts today, and she's got some strong opinions about the length of content that belongs in LinkedIn, as well as the topics, the relationship building, the role of LinkedIn to business, and how podcasters can take advantage of it.Sophie Lechner is the creator of The Magnet Model, and she helps mission driven entrepreneurs find their audience on LinkedIn and build relationships with them so that they can spread their message and grow their own businesses.If you want strategies that you can use today to improve your LinkedIn game, listen to the episode or read the blog post here: https://podcastingforbusiness.com/73Tune in to the full episode to learn about:The strengths of LinkedIn as a platformHow to make LinkedIn work for podcastersLinkedIn mistakes and best practicesThe ideal LinkedIn post from Sophie LechnerRelationship building with podcast hosts and guestsDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Key Quotes"In this day and age, if we want a book, we'll go get a book. You're serving yourself, right? You want people to read it, so make it so the text will just jump into their brain without having to make any effort." - Sophie LechnerResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Sophie Lechner Website | LinkedInCreate headlines here!Related:Learning From ExpertsMastering Facebook Ads for Podcast & Business Growth with Stacy ReedA Dance of Guests and Hosts: Optimizing Your Workflows and Relationships with Jason CerconePFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
Stop me if you've heard this one: I want to develop a passive income stream. You've heard it; you might have thought of it—I definitely have.But I've also been in the Internet marketing industry long enough to know that while evergreen, scalable monthly recurring revenue is possible and can over time be largely automated, passive is at best an exaggeration of the work involved in keeping that kind of machine turning—and at worst a damn dirty lie to sell you a quick fix.When people think of passive income or, more realistically, scalable evergreen product-based income, courses are usually at the top of the list. Creating a course is treated like getting your very own golden goose that's going to lay profit eggs for you every single month.The thing is, it can work and be an amazing way to scale your business, serve more people, and make a bigger impact in the world. But it is not a fit for every business, and it is not a fit for every stage of every business.My guest today understands that and has built the criteria for success with courses into every level of her own company. And she has some very interesting thoughts on how podcasts and scalable products like courses and group training programs can work together.Kachina Gosselin is the founder of Founders Path. She graduated from MIT with a degree in aeronautics and astronautics and now specializes in helping experts monetize their expertise and thrive in the creator economy.If you want to leverage your expertise and generate more impact, listen to the episode or read the blog post: podcastingforbusiness.com/the-company-show/ Tune in to the full episode to learn about:How experts can turn into course creatorsThe importance of pricingWhen should you create your own course?The related costs and investmentsThe quality standards that you must meetThe intersections of podcasting and coursesDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Monthly Strategy & Networking CallsThis episode was originally a live Strategy and Networking call which we hold on the third Thursday of every month.There was actually another 30 minutes of amazing discussion and Q and A with Kachina about how these ideas can be applied in different contexts and creating community - if you want to hear it, register for the calls, and you’ll have access to the recording.Each one has a training and learning portion, followed by Q and A, hotseats for whatever you’re working on with your podcast, and a chance to network with other podcasters, industry professionals - they’re so much fun, and I’d love to see you there.Learn more and register for free at PodcastingforBusiness.com/StrategyCalls.Need A Podcast?As always, this is Megan Dougherty, and The Company Show was made possible by the team at One Stone Creative.If you know a business owner that you think should have a podcast, do us a favor and send them to podcastingforbusiness.com!Key Quotes"I don't want to be intimidating at all, but I think we do just have to acknowledge those harsh realities, that a course is a really advanced product to sell." - Kachina Gosselin"The standard for what is expected for an audiovisual product. It's getting higher every year—here are fewer and fewer excuses." - Megan Dougherty"Simple is not easy." - Kachina GosselinResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Kachina Gosselin Website | Instagram | LinkedInJoin her Mastermind ProgramSophie Lechner Website | LinkedInRelated:Should You Make an Online Course?How to Outline a Podcast, Book or Course in an AfternoonLearning From Experts
Unless you’re overburdened with free time and a desire to learn a variety of new, highly specific skills or have a team member with the time, interest, and aptitude, starting a podcast for your company usually means hiring a third-party service provider.You’ve got a lot of options for what that relationship can look like. There are solo providers like editors and promoters, podcast coaches and consultants, full-service production agencies, training companies, niche-specific agencies, and recording studios with in-house production—all with their own spectrum of price, quality, and capacity.As you know, hiring a third-party provider can be such a thing. When hiring for a podcast, it’s also fairly high-risk; your show needs to reflect well on your company and help you achieve important goals, and the provider you choose to work with needs to be reliable and produce high-quality work.When you work with a great one, then creating your podcast is going to be a really pleasant part of your workflow. You’ll get to focus on creating interesting and valuable content and won’t have to do much else while the benefits to your business stack up. But when you end up with a less than satisfactory one, it will be one heck of an expensive nightmare and time-suck.Today, we’re talking about what information you should gather from the different providers you talk to when you’re exploring hiring help for your company’s podcast.Listen to the episode or head on to https://podcastingforbusiness.com/71 and read the blog post!Tune in to learn about:Considerations for hiring a third-party podcast production service.Questions to ask potential providers including success metrics, contract terms, ownership of episodes, handover points in the process, and support provided.Understanding the provider's workflow, turnaround time, and use of AI.Importance of trust and clear communication with the chosen provider.Don’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Before we start…We published a version of this back in 2022 in our very first podcast season, and a lot has changed since then—the podcasting industry has exploded.There are so many different kinds of providers and different technologies available to help or hurt your show, and generally, there's just a lot more noise you’ve got to cut through in order to make a great decision for your organization.So, when you’re ready to take the plunge, or less happily, if you took the plunge and sank, then you should probably plan to talk to at least a couple of different providers; the types of services and prices for production can vary really widely.If you have friends or colleagues who podcast, asking for recommendations is a fantastic way to get your starter list, and if you don't know anyone, join literally any podcast group on Facebook, post that you're looking for an editor, and be prepared to receive dozens and dozens of messages from people wanting to sell their services.You will almost certainly find a decent fit within that horde of eager humans. (And you’re warmly invited to talk to us too!) Once you’ve got your discovery calls booked, here’s what you should ask:1. What does a successful podcast look like for your company?2. Do you need a contract? What are your terms?3. Who owns the life of an episode?4. What are the handover points in the process, and where and how are information and content shared?5. Is there any kind of coaching, feedback, or strategic help provided?6. What is your turnaround from raw audio to finished episode?7. Is your company utilizing AI? If so, how?8. What assets do you provide?9. Who is providing the service, and who are your points of contact?10. If you're starting a new show, what is included in a launch? Follow-up: How long does the podcast launch take?11. What type of editing does the firm do?12. How long do their clients keep podcasting?13. What do you do when there are problems?Key Quotes"When you work with a really great producer, production company or other kind of provider, then creating your podcast can be a really pleasant part of your workflow." - Megan Dougherty"What does a successful podcast look like for your company? As a producer, this is one of my favorite questions to be asked because it means that someone is thinking seriously about how to evaluate the podcast as a marketing channel." - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Related:Achieving Business Goals with Podcast Managers with Ted CraggShould You Book a Podcast Studio? with JP DavidsonWorking with VAs for Your Podcast with Kristy YoderPFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
There's a persistent myth in the podcasting world that you can use a little bit of someone else's content without facing any potential legal consequences whatsoever. Maybe 45 seconds of a really popular song or a clip from a TV show that perfectly demonstrates what you're talking about. It's not true.There are protections for other people's content in place, just like there are for yours. And of course, that doesn't mean that you can never use other people's content. It just has to be transformative, which is a whole other kettle of fish on its own, and altogether, it's really a complicated issue filled with nuance and can potentially be pretty high stakes.While figuring out all of this copyright, fair use, and intellectual property stuff alone is totally possible…Most of the information is available out there on the Internet, on government websites, and in books, and it's especially accessible if you have some experience with legal terminology. But that can be time-consuming, and honestly, who has a whole week to become an armchair intellectual property expert when you've got the new Stephen King sitting on your coffee table waiting to be enjoyed?No, it's better to get information straight from a reliable source, and on this episode, we've got a bona fide trademark and copyright nerd joining us to shed a little light on the subject.Erin Ogden is an attorney at the law firm Ogden Glazer + Schaefer. Whether she's helping clients directly or working with other attorneys to help their clients, she helps identify, protect, and monetize intellectual property while looking at the business holistically, which is exactly what we're looking for today.So if you're ready for a lot of extremely valuable information critical to the long term success of your company's podcast, listen to the episode or read the blog post: https://podcastingforbusiness.com/69Tune in to the full episode to get answers to these questions:What is fair use?Do I need a trademark? When should I apply for one?What if somebody steals my content?Should I make my guests sign a release form?Can I create my own agreements? Or do I need a lawyer to do it for me?Don’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Key Quotes“If you think it's transformative, assume you need to talk to a lawyer to make sure, because you are not going to be able to make that determination.” - Erin Ogden“If in doubt, get permission or don't do it.” - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Erin Ogden Visit The Ogden Glazer + Schaefer Website | Read the BlogStacy Reed Website | Instagram | Twitter | Facebook | LinkedIn | YouTubePFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
Aligning your podcast with your business goals is crucial for success, which means you need to set clear podcast goals, choose the right format to achieve those goals, and understand industry best practices.Today I have the pleasure of sharing with you a conversation that I had with Beate Chelette, the Growth Architect. She's a business strategist and podcast host who provides visionaries and leaders with strategies to grow their authority so they can scale their impact.Beate and I are talking about changes in the entrepreneurial landscape, having a good understanding of what's going on in your industry and making decisions accordingly, and a good deep dive into the good, the bad, and the terribly ugly of different podcast strategies that we have run across over the years of being in this industry.So we're operating from the same foundation: podcasts can be leveraged within a business in a way that serves the business itself, listeners, and everyone else involved with the project. But we approached many things in somewhat different ways.This was a conversation I learned a lot from, and I think you will too.Tune in to the full episode to learn about:The importance of aligning podcast with business strategyUsing podcasting to build authority and relationshipsFocusing on quality guests and professional production standardsStrategic guest selection and promotionThe long-term nature of podcasting for branding and lead generationPatience and consistency in building audience and reputationDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Key Quotes"All you need is one person a year who hears something, who becomes a good client, and everything's paid for.” - Beate Chelette“Who cares if the downloads are small? Most of the shows we produce, we don't even look at the downloads.” - Megan DoughertyResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Beate Chelette Website | Instagram | LinkedIn | Facebook | TwitterListen to her podcast: Business Growth Architect ShowTake the quiz! What's Your Talent Worth?Angie Trueblood Instagram | LinkedIn | Twitter | The Podwize Group | Go Pitch Yourself PodcastRelated:Does Your Podcast Format Match Your Podcast Goals?Case Study: Growing a Media Business Through Podcasting with Rayna RokickiHow to Measure the Impact of Your PodcastPFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
Podcasts can come in a lot of different shapes and sizes, and one of the first decisions you need to make as a podcaster is what type of show you want to create.This is one of the biggest early stumbling blocks company podcasters can run into, and the consequences of making the wrong choice can be severe when it comes to actually getting any value out of the project.Often, when people think "podcast", they think: "interview," but it's not that clear cut, and selecting the wrong format for your business goals can mean you invest a huge amount of time and resources in something that will be… sort of okay, but maybe not that great. Depending on which of the Blueprints you're using, and which specific success metrics matter the most to you, not to mention your specific needs around time and budgetary investment, there are styles of show that make more or less sense for your business.The most important consideration is how well a specific format helps you meet your overarching, and specific podcasting goals.Creating a show with the wrong format for your goals means you are putting yourself at an immediate disadvantage when it comes to making progress toward your business objectives, and it’s all too common for businesses to put tons of effort into a podcast - and make amazing content- but not see the kind of bottom-line impact they need to justify the work.We're going to talk about Interviews, Solo episodes, Co-hosted conversations, Panel Discussions, Demonstrative Shows, Documentary style, Clip Shows, and Lives. There are other formats of course, like narrative, fiction, news, and more – but these are the ones most likely to find a place in podcasts that exist AS businesses, or are passion projects. We’re always balancing the desire to create with the needs of a business, and while quality is always critical, efficiency matters too!Tune in to the full episode to learn about:The different podcast episode formatsand when to use them for different business objectivesDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Key Quotes"Creating a show with the wrong format for your goals means you are putting yourself at an immediate disadvantage when it comes to making progress towards your business objectives." -Megan DoughertyNext Week on The Company ShowNext week we’ve got a fantastic conversation with Beate Chelette, a business growth architect who is joining me to talk about how and why you should perform research for your show, different ways to leverage one within your business, and some very bad podcasting behavior we do NOT want to see anymore.We agreed on a lot of things - and also had some different ways of looking at certain strategies, which made for an amazing conversation. Here’s a quick preview, and otherwise, can’t wait to catch you next time!ResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doingState of Business Podcasting Report 2023Related:An Exhaustive List of Different Podcast Episode Formats – and When To Use ThemHow to Choose your Podcast Content (And Format, and Assets and Marketing)PFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
On this episode of The Company Show, we’re taking a look at how Rayna Rokicki, the owner of Ladies First Digital Media and the host of the You Betcha She Did! podcast, uses a relationship-building guest strategy perfectly to grow her show and her business.Relationship-building is one of the most popular and effective podcast goals for companies. This helps them create and nurture the connections they need for different kinds of business growth, from new leads, to educating and serving existing customers, to referral partners, to potential collaboration partners, and dare I say, maybe even new friends too.Rayna created a great show and strategically uses it to grow her media business by connecting with potential clients, refining and experimenting with formats to use within the business, and creating awareness of the many amazing women in her area, herself included.It is a fantastic conversation and you're really going to enjoy it.Tune in to the full episode to learn about:Rayna’s team templates and workflowGoal setting and pivotingTech tools and social media strategiesHow all of these helped Rayna achieve her long-term objectivesDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Key Quotes"I've definitely learned that you need to throw out perfection, and I tell it to my clients all the time. If you want perfect, this is not the right space for you. You just have to get started, you have to dive in, and you got to learn along the way." - Rayna Rokicki"Just start. Don't get stuck." - Rayna RokickiResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Rayna Rokicki Website | Instagram | LinkedIn | You Betcha She Did!Related:The Ultimate Guest Pitching System with Kris WardA Dance of Guests and Hosts: Optimizing Your Workflows and Relationships with Jason CerconeFinding and Inviting Guests to Your PodcastDon’t Leave Your Guest GuessingWhy Don’t Podcast Guests Share Their Episodes?PFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
Consistent practice doesn’t guarantee that everything will go perfectly—but it does make sure that you’ll be prepared for whatever happens. In this episode, director, actor, and educator, Meridith Grundei shares tips and strategies that will help you become ready and confident as a host, presenter, or guest!Meridith is an expert in communication and has spoken to companies like Amazon, AWS, Panasonic, and Merck and was a teacher at the Second City in New York.She has 90,000 dedicated fans on TikTok and was recognized as one of the top ten speaking coaches by Yahoo in 2022. She is the driving force behind Grundei Coaching, where she incorporates improv theater techniques to foster trust, empathy, and creative thinking.Meridith shares so much practical advice and specific strategies that we can use for improving performance as podcast hosts and as guests. And of course, these are skills that you can transfer to sales, to your marketing, to how you pitch yourself, and how you network.I took pages of notes and even took a stab at the half-life exercise she gives us in the call as homework, so you'll get to hear that at the end of the show.Meridith has been so giving of her time and knowledge and her improv skills are so interesting and so engaging and can make such a difference in how you create your content.Tune in to the full episode to learn about:The transformative power of improv theaterHow to enhance presence and mindful communication through ImprovThe power of smiling in podcastingThe Half-Life exercise for condensing communicationDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!ResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | InstagramMake sure to check out our free Monthly Strategy Calls!Podcasting for Business Conference 2023 RecordingsLearn about what other business podcasters are doing:State of Business Podcasting Report 2023Meridith Grundei Website | Instagram | TikTok | LinkedIn | YouTubeRelated:How to Be a Better Storyteller with Gini DietrichPFBCon 2023 RecordingsWhether you're a solopreneur, manager of a department, principal at a firm, or a non-fiction author ready to expand into audio, the Podcasting for Business Conference will help you leverage a podcast to meet your business objectives.Missed PFBCon 2023? Check out the recordings!
When you podcast as a passion project, you need to have a why that keeps you going. When you podcast with the intent of turning it into a business, you need a plan to generate income to support the work.When you podcast in support of your existing business you need... well, it depends on your business.But whatever your business is, and however your show supports it, you need to know that what you are doing is working. So, the question we should all be asking ourselves, is: what is my podcast supposed to be **doing for my business?In a perfect world, that’s an easy question to answer, and you have clear data to back that answer up. In this world, most company podcasts are doing a lot of things right and a few things wrong. While it’s plainly successful enough to keep doing it - it’s really hard to figure out why.However, it is possible to identify the specific ways your podcast is generating value for your business and track exactly how much value every month, giving you the clarity you need to make decisions about it.Tune in to the full episode to learn:The importance of identifying the overarching goal of your podcastTracking specific outcomes to determine its effectivenessMetrics for different types of podcastsTracking metrics and optimizing your podcast contentHighlights from the State of Business Podcasting ReportDon’t forget to join us for our free monthly strategy calls on the third Thursday of every month!Effective Value Measurements for PodcastsHere’s how it works:Identify the most important, overarching goal of your podcast. It will usually be one of the Business Podcast Blueprints: Thought Leadership, Relationship Building, Audience Engagement, Conversions or Content.Figure out the specific outcomes that indicate how well your podcast is meeting that overarching goal.Regularly track that outcome as a metric and optimize your podcast to get more of it.Then do it again and again for every different way your podcast is creating value for your company.Easy, right?Easy to say in any case. Doing it when you’re 6 months or a year into production and there’s always something running late is somewhat more complicated.So, let’s run through a couple of examples here, so you can get a solid idea of how this process works. We’ll start with an Audience Engagement Show.Audience EngagementThis is a type of podcast that I think is frequently overlooked in favor of the exponential possibilities in Relationship Building Shows, or the outward-facing nature of Thought Leadership ones. But you’ve heard the adage I’m sure that it’s easier to sell more to an old customer than it is to get a new one. Well, by the same token, it’s easier to nurture a relationship with someone who knows your name than make a fresh introduction, and that is where audience-building podcasts really shine.Shows with an Audience Engagement Blueprint exist primarily to engage people who are already aware of you - it could be clients, email subscribers, social media followers or fans, listeners, or traffic that are entering your orbit from other strategies like paid search or PR campaigns.So, let's say that Company A has this as their main overarching purpose - they want to engage and nurture people who, by whatever means, know who they are.The outcomes that are going to tell them it’s working might be getting input and feedback from listeners on topics that matter to them, and less time spent on customer service because customers are being served and educated by the show.Now we assign metrics to those outcomes:For getting feedback and input, Company A has created different webpages or playlists for each of their podcast subtopics so that people can easily access the content they are most interested in, and the traffic to those pages, and downloads from those playlists are going to provide the data about how much of their audience is interested in each topic, informing their future content creation decisions. For an example of this in action, check out Amy Porterfield’s Online Marketing Made Easy landing page, which we’ll link in the show notes, among many other strategically excellent things you’ll see on this page, is a section where you can choose different topics and immediately see episodes relating to it that you can click through, providing that juice data about audience-interest.For Customer service, Company A already has an idea of how much time they are spending per client on customer service each month, and they have created podcast episodes and segments to specifically address common concerns or problems and trained their team members to provide those segments and episodes to customers encountering those concerns. The change in the amount of time spent on customer service over time will tell them how well their content is helping educate the customers.Now let's look at how we might follow this process for a Relationship building show.Relationship BuildingThese are podcasts that exist primarily as a networking tool so you can meet the types of people who will be great additions to your professional network for reasons like becoming clients, referral partners, co-promoters, collaborators, and all the other good things that come from knowing lots of great people.Company R specifically wants their podcast to be a source of new networking partners that will refer business to them, and that will result in invitations to appear on other podcasts.So, let's assign metrics to these outcomes, and figure out how we track them.Some metrics can be found pretty easily, like the website traffic and download numbers we looked at above, but in other cases, things need to be a little more manual.For new business, podcasters will need to keep track of how many referrals each of their guests sends them every month, and over time look for patterns in the type of guest that was most interested in making those referrals.So, you might track email introductions from your different guests, or ask your new leads on discovery calls how they found out about you. This is good practice anyway, but the key here is to keep a regularly updated document with the information so you can see how much business your podcast guests are sending your way.Now, for invitations to your guests’ podcasts, you’ll have to make sure you are interviewing enough people who also have podcasts and adding a request or suggestion about an episode to some part of your guest management workflow.Just like for tracking referrals, you need a central location to keep track of the guest opportunities that result from the interviews you host on your own show.All strategic elements of relationship building need to be done with one important thing in mind:The relationship is the important part, and even when you have specific goals and metrics for outcomes you want, remember to put the human first!On the subject of doing exactly that, Atiba De Souza gave an amazing presentation at PFBCon in November - all about using podcasting as a tool to generate new relationships and partnerships in your industry, partnerships - it was an amazing talk and he had one particular tip I wanted to share with you today about preparing for when you’re going to be a guest on other shows and how to be the kind of guest that not only gets invited back - but gets invited to do other things.https://vimeo.com/908014795?share=copyI love this idea, and not just for when you’re preparing to be a guest, but when you are preparing for a guest to join you on your own show. (And if you want to hear Atiba’s whole strategy - and that thing that happened to him back last January, you should grab a copy of the recordings of the Podcasting for Business Conference at PFBCon.com.) The principle at play here - taking the time to get to know the person you are talking to and what they care about - is the same when you’re a host as when you’re a guest, and investing in that, no matter what your specific goals are, is going to make it easier to reach them.Now obviously, there is a lot of work that goes into thinking about your podcast in this way - there is strategy and infrastructure required to make it work, and nuances that are going to be unique to you - but if you’re willing to learn that strategy and DO that work, your podcast is going to generate much, much more value for your business - and perhaps more importantly - you’re going to be able to see it happening, and have clarity on what is working and what isn’t.While we’re talking about clarity…Data Highlights from the State of Business Podcasting ReportI wanted to share a little insight my team and I gleaned from last year’s State of Business Podcasting report - there was lots of interesting detail, and we’ll be exploring it over the next few months, but there were three particular takeaways that I think can make a big difference to your strategy right away.As you probably know, every year we pull a list of the top 100 podcasts and evaluate them on about 70 different criteria to help establish trends and baseline best practices for those podcasting in support of a business. There were three particularly interesting takeaways this year:Social Media Promotion: Quality over Quantity. Both the number of social media channels used by the top 100 podcasts and the frequency of posting on them were down on most channels this year. This seems to indicate that podcasters were not finding enough ROI in really aggressive broad social media posting. (Although there certainly are still plenty of daily and multiple daily posting schedules - it’s less than in previous years) The exception is LinkedIn which saw modest growth in usage but a significant increase in posting frequency. Daily posts have increased from 10% to 22% of the shows using the platform, and multiple posts per week have increased from 11% to 28%.Hooks are out. The hook, sometimes called a sizzle clip, is a clip from the interior of an episode played at the beginning before the intro and hello. A couple of years ago more than half of the
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