The Company Show Megan Dougherty

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 it
The 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/77

Tune 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 acquisition

Don’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 Dougherty


ResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | Instagram
Make sure to check out our free Monthly Strategy Calls!
Podcasting for Business Conference 2023 Recordings
Learn about what other business podcasters are doing:
State of Business Podcasting Report 2023
Racheal Cook Website | Podcast | Instagram | TikTok | LinkedIn | Facebook


Related: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/76

Tune 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 podcasts

Don’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 Dougherty


ResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | Instagram
Make sure to check out our free Monthly Strategy Calls!
Podcasting for Business Conference 2023 Recordings
Learn about what other business podcasters are doing:
State of Business Podcasting Report 2023
Angie Trueblood Instagram | LinkedIn | Twitter | The Podwize Group | Go Pitch Yourself Podcast


Related: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/75


Tune 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 Dougherty


ResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | Instagram
Make sure to check out our free Monthly Strategy Calls!
Podcasting for Business Conference 2023 Recordings
Learn 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 Recordings
Whether 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/TCS074


Tune 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 Blueprints

Don’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 Dougherty


ResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | Instagram
Make sure to check out our free Monthly Strategy Calls!
Podcasting for Business Conference 2023 Recordings
Learn about what other business podcasters are doing:
State of Business Podcasting Report 2023
Shannon Hernandez Website | LinkedIn
Joyful Content Creation FrameworkContent Personality Quiz

Related: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/73

Tune 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 guests
Don’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 Lechner


ResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | Instagram
Make sure to check out our free Monthly Strategy Calls!
Podcasting for Business Conference 2023 Recordings
Learn about what other business podcasters are doing:
State of Business Podcasting Report 2023
Sophie Lechner Website | LinkedIn
Create 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 Cercone

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!

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 courses

Don’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 Gosselin

ResourcesOne Stone Creative | LinkedIn | Twitter | Facebook | Instagram
Make sure to check out our free Monthly Strategy Calls!
Podcasting for Business Conference 2023 Recordings
Learn about what other business podcasters are doing:
State of Business Podcasting Report 2023
Kachina Gosselin Website | Instagram | LinkedIn
Join her Mastermind Program
Sophie Lechner Website | LinkedIn

Related:Should You Make an Online Course?How to Outline a Podcast, Book or Course in an AfternoonLearning From Experts