73 episodes

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. 

The Company Show Megan Dougherty

    • Business
    • 5.0 • 2 Ratings

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. 

    Using LinkedIn to Supercharge your Relationship Building with Sophie Lechner

    Using LinkedIn to Supercharge your Relationship Building with Sophie Lechner

    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!

    • 34 min
    Creating Impact with Expert Knowledge with Kachina Gosselin

    Creating Impact with Expert Knowledge with Kachina Gosselin

    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

    • 36 min
    13 Questions to Ask a Podcast Production Company Before You Hire Them

    13 Questions to Ask a Podcast Production Company Before You Hire Them

    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 d

    • 17 min
    Protecting Your Podcast: Intellectual Property and Fair Use with Erin Ogden

    Protecting Your Podcast: Intellectual Property and Fair Use with Erin Ogden

    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/69

    Tune 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 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
    Erin Ogden Visit The Ogden Glazer + Schaefer Website | Read the Blog

    Stacy Reed Website | Instagram | Twitter | Facebook | LinkedIn | YouTube
    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!

    • 28 min
    Positioning Your Podcast for Business Growth with Beate Chelette

    Positioning Your Podcast for Business Growth with Beate Chelette

    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 reputation

    Don’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 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
    Beate Chelette Website | Instagram | LinkedIn | Facebook | Twitter
    Listen 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 Podcast
    Related:
    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 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!

    • 37 min
    Does Your Podcast Format Match Your Podcast Goals?

    Does Your Podcast Format Match Your Podcast Goals?

    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 objectives
    Don’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 Dougherty

    Next 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 | 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: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 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!

    • 27 min

Customer Reviews

5.0 out of 5
2 Ratings

2 Ratings

jasoncercone ,

Powerful Strategies

Megan does a great job facilitating strong conversations that bring valuable knowledge and insight to the surface. If you are looking to start a podcast or have one up and running in the business space, there are definitely tips and strategies within this podcast you can utilize to amplify your efforts. Highly recommend!

OliviaTMCook ,

Great resource!

Megan has authentic conversations with business professionals. This is a great resource for business owners and podcasters.

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