The Company Show 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 video
Don’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 Show
Next 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 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:
The Video Advantage for SEO with Atiba De SouzaShould Company Podcasts be Company Vlogs? with Chrish WeiherPodcasting for Business on YouTube with Angela Hollowell
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!

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/79


Tune in to learn about:
Release strategy based on business goalsShould you release in seasons?Types of podcast seasonsSeason topics that you can use

Don’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 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

Related: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/78

Tune 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 Mentors

Don’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 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
Susan Friedmann Aviva Publishing | Book Marketing Mentors Podcast | LinkedIn
20-Minute Brainstorm with Susan

Related: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 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!