The Company Show Megan Dougherty

There are a lot of really, really smart people in this industry and I rarely have an interview that I don’t learn something from. The single biggest benefit of having a podcast, in my opinion, is getting to know more of them.

Join me in the first official episode of the newly rebranded The Company Show (formerly The Business Podcast Blueprint Show), as I reflect on valuable lessons learned from industry experts from our  previous season and our monthly strategy and networking calls.


Tune in to hear insights on:

The importance of having a process to connect and engage with guests between interviews.The power of video SEO and why it should be prioritized alongside on-page SEO.How social audio can have a significant impact on business.Planning and conceiving effective podcast ads before recording is crucial.The value of collaborating with others, and guesting on other shows within the podcasting community.The importance of investing in top-quality audio and sending guests gifts like headsets to help improve audio quality and build relationships.Creating a great podcast as a marketing activity, going beyond just getting the show out there.Tips on optimizing social media reach by mastering algorithms with consistency, engagement, and relevant keywords.Networking calls and one-on-one networking opportunities can provide valuable insights and connections in the podcasting industry.

Thank you for joining me on the very first episode of The Company Show. Stay tuned for the next episode with longtime friend, Tom Fox, where we’ll answer the question: should you have a podcast network?
 
Don’t forget to join us for our monthly strategy calls on the third Thursday of every month at OneStoneCreative.net/strategy-calls.

Welcome to a new phase in the life of this podcast. Up until now, we’ve been the "Business Podcast Blueprint Show." And the business podcast blueprints are an important part of how we think about and help people achieve, effective podcasting. They represent the key high level archetypes for company podcasts - the prime directives that inform all of the other strategic decisions: Thought Leadership, Audience Engagement, Relationship Building and Content.

Those are still very important, and we’re still going to be talking about them a lot.

What the business podcast blueprints lack in terms of a name is being sticky, and immediately comprehensible. Sticky, when it comes to podcast names, means easy to remember and to say. Immediately comprehensible, pretty obviously, means it doesn’t need to be explained. To try and bridge these gaps a little, I’m delighted to introduce our new name: "The Company Show".

The name, and the art, are changing, and we’re going to continue experimenting and exploring different formats - more case studies, more instruction, more commentary, and at least for the next season, more regular releases, with an every-other week schedule.

I welcome you to this new iteration of our podcast, and encourage you to listen and to share it!

As I reflect on the first-ever video season of the Business Podcast Blueprint Show, I'm convinced that video really is the future of podcasting. This season, we've explored the value and importance of video with the foremost experts in the field. After experiencing the mental and time burden that video production adds to the process, however, I've come to the realization that video podcasting may not be for me. In this season finale episode, I'd like to share my insights on the pros and cons of video podcasting and why I won't be doing another video season.

Tune in to hear me discuss:

While video podcasts are on the rise, it's important to consider your personal circumstances and preferences when deciding whether to make one.

Hosting a video podcast adds a mental burden to the production process, as you have to pay attention to details like lighting, clothing, and makeup.

Video is great for promotional content.

96% of the top 100 podcasts have YouTube channels. 69% upload full episodes on YouTube.

The investment you can make in video production is an important consideration, especially since many of us don't have access to studios or videographers.

The time investment required for post-production, repurposing content into clips, and promoting it on multiple platforms should not be underestimated.

Hosting live podcasts adds a different dynamic and energy, but it's not always favorable to the listener.

Bi-weekly shows can provide a more consistent and manageable workload for busy business owners.


Thanks for joining me on this season of the Business Podcast Blueprint Show. Stay tuned for the next season in early May, where we'll explore new directions and strategies for podcasting success.

Don't forget to join us for our monthly strategy calls on the third Thursday of every month at OneStoneCreative.net/strategy-calls. 

KEY QUOTES
"...data isn’t everything! When you’re creating your own content for your company, you get to choose what makes the most sense for you…" - Megan Dougherty

“With podcasting, it’s enough consistent, similar work, that you really have to at least not hate it. And when it’s going to be on video - I hate it. It adds too much friction to my internal process” - Megan Dougherty

“Repurposing and reusing [video content] are all well and good on paper, but they don’t mean much if you can’t make or prioritize the time to actually do it.” - Megan Dougherty

Resources
One Stone Creative | LinkedIn | Twitter | Facebook | Instagram | Website | Monthly Strategy Calls

Are you ready to unlock the true potential of audio in your business? In this episode of the Business Podcast Blueprint Show, I sit down with voice actress and audio branding expert, Jodi Krangle, to discuss the importance of audio branding and how it can enhance your podcast's overall impact. From creating music to understanding the power of voice and sound, Jodi shares her insights on making a memorable audio brand. You'll also learn about her experiences in voice acting, her love for technology, and her thoughts on social audio platforms like Twitter Spaces and Clubhouse.Don't miss this episode, where we reveal the hidden power of sound to engage and captivate your audience!

Jodi Krangle is a talented voice actress and audio branding expert with a passion for sound and technology. She began her career in voice acting in the mid-90s, volunteering at the Canadian National Institute for the Blind. Jodi's background in music and her love for computers made her a natural fit for the world of voice acting and audio engineering. Her experience in internet marketing and SEO also led her to create a successful songwriting resource online called The Muse's Muse, which ran from 1995 to 2016. Jodi's unique blend of creativity and technical expertise have made her a sought-after voice in the industry, and she continues to share her knowledge and insights to help others elevate their audio brands.

You’ll hear Jodi and I discuss:

A well-crafted audio brand can not only enhance the overall perception of your brand, but also create more profound emotional connections with your target audience, leading to increased brand loyalty and recall.

Jodi shares her expertise on using various sound components, such as music, voiceovers, and soundscapes, to create a unique and memorable audio identity that sets a brand apart from its competitors.

Her fascination with technology and her interest in learning about the technical aspects of sound recording and editing has enabled Jodi to become her own audio engineer, offering her more control over the quality of her work.

The tremendous progress that has been made in the field of sound technology over the years.

To hone your voice acting skills and to succeed in the competitive voiceover industry, you need to continuously invest in coaching, education, and you need to learn from your mistakes.

Sonic branding and audio logos have been around for a long time and are effective mnemonics that listeners recognize and associate with specific brands.

Recent studies have shown that sonic branding can boost audio ad recall by double digits, increasing recall by 17% in radio ads and 14% in podcasts.

The intro and outro are key elements of audio branding, and choosing the right voice for them is important. A professional voice talent can be used if the host's voice does not match the desired tone.

Consistency in audio branding is essential, as it helps build recognition and memory among listeners.


KEY QUOTES
“Audio branding is a brand sound that represents the identity and values of a brand in a distinctive manner.” - International Sound Awards

"You want to be remembered. That's the whole point of advertising really." - Jodi Krangle

Resources
One Stone Creative | LinkedIn | Twitter | Facebook | Instagram | Website
Jodi Krangle on LinkedIn | Twitter | Facebook | YouTube | Voiceovers and Vocals
Audio Branding Podcast | The Power of Sound
Clubhouse | Clubdeck
Audacy-Veritonic study | International Sound Awards

Are you considering advertising on your podcast? If so, you're not alone. Many podcasters are interested in monetizing their content through ads, but how do you do it effectively? On this episode of the Business Podcast Blueprint Show, I interview Heather Osgood, founder of True Native Media, about how to structure podcast episodes for effective ads. Heather explains why podcasting is such an effective medium for advertisers, due to the high engagement and intentionality of podcast listeners. She also discusses the different types of advertisers and industries that are interested in podcast ads, as well as the technology behind dynamic ad insertion. If you're interested in monetizing your podcast through ads, don't miss this insightful episode.

Heather Osgood is an expert in podcast advertising and the founder of True Native Media, a podcast representation agency that connects podcasters with advertisers. With over seven years of experience in the industry, Heather has helped countless podcasters monetize their content and has worked with a wide range of advertisers, from direct response companies to those targeting niche audiences. Heather is passionate about the engagement and intentionality of podcast listening and believes that podcasts provide a unique opportunity for advertisers to reach their target market. 

You’ll hear us talk about:

Many podcasters consider advertising at some point for monetization and sustainability. 

“The reason that advertisers have a tendency of gravitating toward podcasts and having a lot of success is because of the engagement that happens with the podcast audience,” Heather says. 

People are very intentional about the podcasts they listen to, so the audience is usually highly engaged. “The other thing that is really fascinating about podcasts,” Heather tells me, “is time spent listening. So the average podcast is really about 40 minutes long. The average listener listens to about 80% of the podcast.” 

This makes podcasts an excellent choice for advertisers to get in front of their target market. 

There are several types of advertisers that succeed in the podcast space. Direct-to-consumer and financial products are popular. Software does particularly well. Heather says, “I would say software works exceptionally well in podcasts because the other thing to think about with podcasts is that they are global… Somebody can listen to a podcast anywhere in the world. And one of the things that's great about software is in most cases people can buy software anywhere on the planet.”

Podcasts are a global platform and can offer localized ad placements. Dynamic ad insertion technology allows for better targeting of ads to specific listeners. 

Announcer-read ads are typically programmatically inserted into a podcast, while host-read ads are advertised by the host of the show. Announcer-read ads are usually placed by large advertising agencies to reach specific targets.

An effective transition in a podcast will avoid the listener feeling there are too many ads. I like the cliffhanger method as an effective way to keep listeners engaged during ad breaks. Heather also recommends using music to create powerful transitions.

If your podcast gets 30,000 to 50,000 downloads per month or more, Heather would love to represent you. You can fill out the podcast questionnaire on the True Native Media website for more information.


KEY QUOTE
"With podcasts, people are...there because they want to hear the content. And that creates this engagement, which then allows this advertiser to really align themselves well with that content and reach the target market that they're looking to reach." - Heather Osgood

Resources
One Stone Creative | LinkedIn | Twitter | Facebook | Instagram | Website
Heather Osgood on LinkedIn | Twitter | Facebook | Instagram | Website
True Native Media
Remarkable People | Terrestrial Radio | Vox Media | Sawbones: A Marital Tour of Misguided Medicine
Edison Re

Have you ever thought about how to take your podcasting strategy to the next level? With video becoming increasingly important in podcasting, it's essential to understand how to make your content stand out in a sea of information. That's why I'm thrilled to have Atiba de Souza as this week's guest on the Business Podcast Blueprint Show. Atiba has been working in search and SEO since the 90s and has applied his extensive knowledge to help content creators build their audience and shorten their sales cycle. Today, we're discussing the different ways podcasters can use video and how to create valuable content that ranks on page one of Google. We'll also dive into the benefits of using video to build relationships and connect with your audience on a deeper level. 

Atiba de Souza is a seasoned expert in the world of search and SEO, with over two decades of experience in the industry. He co-founded a computer consulting firm in 1996 and wrote one of the first search engines, starting his journey in search technology. Atiba has worked with numerous government agencies, including the DoD, Army, and DLA, building search systems and consulting on various projects. In 2019, he began focusing on video and YouTube, realizing the potential to create valuable content that ranks on page one of Google. Atiba is passionate about helping content creators shorten their sales cycle and build relationships with their audiences through the power of video and valuable content.

Here are some key ideas you’ll hear us discuss:

Video is becoming increasingly important as part of a comprehensive podcasting strategy, according to reports.

Video can help shorten the sales cycle and help people connect with who you are, understand why they should trust you, and take them through the process of getting to know you, learning to like you, and then trusting you.

Google is starting to reclassify a big chunk of its database to be video-first content. They want to show video first because people want to consume video before they consume written content. Video fills the void that Google created for itself, and if Google loves your video, they will place it at the top of search.

Podcasters can use video in different ways and should keep in mind the different things when they are creating video for distribution across different channels.

Videos can be splintered into short snippets to answer questions that Google users may ask.

Podcast episodes can be converted into videos and chopped up for snippets that can rank in Google searches.

The decision of who answers the questions in the videos depends on the goal of the video. If the goal is to rank on Google, it could be either the guest or the host. But if the goal is to generate business, it would be better to shine the spotlight on the guest.

YouTube Shorts is YouTube's second newest thing, which is still really big for them. YouTube Shorts can help rank both long and short form videos.

Community is YouTube's newest thing. It's been around longer than Facebook and Twitter and was originally about creating a platform where a creator can bring people together in a group and make money.

YouTube has Feedburner, which can be connected to a YouTube channel to produce an RSS feed that can be used for a newsletter that goes out every time a new video is published.


KEY QUOTE
“The beauty of podcasting, the beauty of video is it completely revolutionizes your ability to connect with someone and take them through that process of getting to know you, learning to like you, and then more importantly, get into that place where they trust you.” - Atiba de Souza

Resources
One Stone Creative | LinkedIn | Twitter | Facebook | Instagram | Website
Atiba de Souza on LinkedIn | Twitter 
Sean Cannell: YouTube Secrets