Podcasting for Business
For when podcasting is just part of the job.
Podcasting for Business
How to Create a Show That Makes a Bottom Line Difference for Your Company
Coming September 2024!
Available for Pre-Order Now!
Successful company podcasts are built on a foundation of business goals.
Not podcast goals. Not marketing goals.
Business goals.
And different kinds of podcasts can serve different business functions. Knowing what you need a podcast to achieve and designing a show that does that is how you can protect the investment you make in the project.
And you should be able to do it without spending too much of your time and brain space – you’ve got a business to run.
Podcasting for Business will show you how.
Get the Book – and a Free Ticket!
If you pre-order Podcasting for Business, you will be entitled to a free ticket to the Podcasting for Business Conference, a virtual conference bringing together over a dozen experts in podcasting, content marketing, SEO, AI and business development.
Just enter your name, email and order number in the form here, and you’ll be send instructions to redeem your free ticket!
About the Author
Megan Dougherty is the principal at One Stone Creative, a podcast production agency specializing in podcasts leveraged as marketing channels for consultants, financial and legal companies, and agencies.
She is the creator of the Podcasting for Business Conference and the State of Business Podcasting report. Podcasting for Business describes the Business Podcast Blueprints Model, which she and her team developed and have been using to create podcasts that make a real difference to the businesses that host them.
FREE Podcast ROI Workshop
3 Ways to Improve the Return on Your Podcast Investment
September 10th, 3pm-4:30pm EST.
Is your podcast getting people ready to buy from you?
(And be better clients once they do?)
What about saving you time on your social media and customer service, or getting you promotional opportunities in front of other audiences?
And is it all happening pretty smoothly, without too much work on your part?
If the answer to those questions isn’t an enthusiastic YES – then you’ve got some room to optimize.
To celebrate the Launch of Podcasting for Business: How to Create a Show That Makes a Bottom Line Difference For Your Company we’re going to do exactly that.
What’s Inside?
A Comprehensive Guide to Creating a
Profitable Podcast, including:
- How to use Podcast Value Math to design or update your show to provide specific business outcomes in a way you can measure.
- The 5 Business Podcast Blueprints that will let you identify the highest goal of your show, and clarify your strategic thinking and decision making.
- 15 individual metrics to optimize for and track that represent business outcomes that make a bottom line difference.
- Step-by-step instructions that will take you from ‘I should have a podcast!’ to ‘We’re on Spotify!” whether or not you have any podcasting experience.
- Actions steps to follow if you have a show already, or if you’re starting from scratch.
Your Most Important Reason for Podcasting…
Successful podcasts are built on a foundation of business goals, and there needs to be one that is the most important.
You’ll gain benefits from all of the blueprints over time- but starting with a single focus means you’re always going to be making strategic deicisons that are aligned with what your business needs most.
Advance Praise for Podcasting for Business
Finally. FINALLY! We have someone who’s discovered the secret to business podcasts that are actually. . . Wait for it. . . actually PROFITABLE.
I’ve been a B2B business growth coach for the past 15 years with a specialization in positioning and messaging, and lemme tell you: in the course of these years I’ve met so, so many truly genius experts who host business podcasts.
The only problem is when I ask them, “So how is your podcast contributing to your revenue and your reputation as THE “obvious choice” problem solver in your area of speciailzation”? Or, “How are you calculating your results?”
The answer is usually . . . “Ummmmm. Soooooooo. . .”
Point being, most of my clients and prospective clients cannot answer this question definitively. They can’t answer this question with any certainty. They can’t say exactly how they measure their podcast’s increasing success. They don’t know precisely what kind of success they are looking for. Like the kids say, The math just ain’t mathin’.
Now, at last, we have this extraordinary book by expert business podcast strategist Megan Dougherty, who has figured out 5 distinct models that can produce this great miracle: Reliably Profitable Business Podcasts.
In a great way, I got confronted in the book’s first pages with her 5 Business Podcast Blueprints.
In other words, like many a podcaster (and future podcaster) I wanted to choose ALL of them. Megan does an outstanding job demonstrating why and how to prioritize just ONE model, and then to build your podcast strategy upon that central priority for your marketing, audience, or sales strategy.
As Megan often says, “Successful Business Podcasts: Now, with REAL Math.” But for those of you, like me, who aren’t so good at – or motivated by – math in general, trust me. You are going to like THIS math. That is, if you have any interest in your current – or future – business podcast being truly profitable as well as massively enjoyable.
Also, massive props for her clear, concise prose style, easy and fun to read, to understand, and to implement (you gotta love Canadians!)
I cannot wait to share this book with every single one of my clients, and my hundreds of thousands of Supertight newsletter readers. All right. Fine. It’s just a couple of thousand. But with Megan and her team’s strategy help, I’m expecting that to change!
-Ellen Melko Moore, CEO and Co-Founder of Supertight Social Selling
I’ve read various books on business podcasting but always found them lacking in actionable insights. This book, however, I found to be helpful and relevant with tangible value. The content was approachable and accessible and easy to follow if you’re new to the world of podcasting. If you’re looking for a comprehensive step-by-step guide to launch your business podcast, I’d definitely recommend reading this book. It has lots of examples, links and resources which make it a great reference for when you’re ready to enter the business podcasting world. It is evident from this content that Megan is a wealth of knowledge, with lots of experience to back up her expertise.
-Fatima Zaidi, Founder & CEO of Quill & CoHost, and a professor of podcasting at University of Toronto.”
“If you’re looking to start a podcast to grow your brand and grow your business, I highly suggest you check out Podcasting for Business from Megan Dougherty over at One Stone Creative.
There’s a lot of information out there on podcasting. Some of it’s true, some of it’s false and some of it is non-applicable to business podcasts. There are different things to make it a marketing activity not just a hobby and I love how Megan breaks down the fundamental Blueprints for Businesses. Too often, people try doing everything in one podcast, it becomes a Frankenstein podcast that never works. Megan walks through the ideas behind it, what your goals are – starting with the end in mind. She shows you how to measure that, to measure success and then shows you everything you need to do to execute on that.
Doing a podcast seems easy, but like so many things, it’s easy to do, it’s hard to do well. This is your brand, this is your business, this is marketing, and if it doesn’t make dollars it doesn’t make sense. You’ll be well served to invest the time and the money to read Podcasting for Business by Megan Dougherty.”
Tom Schwab, Chief Evangelist Officer & Founder, Interview Valet
“This is an essential guide for anyone looking to harness the power of podcasting to grow their business. This book offers practical, evidence-based strategies, from the initial launch to optimizing for measurable business outcomes – a comprehensive roadmap to create podcasts that not only engage audiences but also drive real, bottom-line results. Perfect for business owners and marketers, this book is a must-read for those serious about leveraging podcasts as a dynamic marketing tool.”
-Danny Iny, founder/CEO at Mirasee
“If you own a business, run a business, lead marketing or communications for a business, or are simply podcurious, Podcasting for Business is a must-read. It provides five areas where a podcast can help—the Business Podcast Blueprints. And it teaches you how to use those blueprints to creates more opportunities, more efficiencies, and more profits. Plus, Megan Dougherty and her team produce my podcast, which is a leader in the communications industry. She knows what she’s talking about.”
Gini Dietrich, founder and host of Spin Sucks and creator of the PESO Model©
“Having read (and reread) this book, I am even more convinced not simply of the importance of this book and its great utility, but why you as a business podcaster owe it to yourself to read it. Megan’s book is literally a must read for every business podcaster, whether you have been podcasting since 2012 or you want to start in the fall of 2024. Many thanks to Megan for writing this book and making me a better business podcaster.”
Tom Fox, The Compliance Evangelist and Creator of the Compliance Podcast Network
Kerrville TX
“Start a podcast,” they all said, “and your business will explode.” Years later, it turns out “they” were all right, but wow, did I make a lot of missteps along the way. So much wasted money and time! Why? Because this book hadn’t been written yet. It not only demystifies how to actually get ROI out of a podcast, but it breaks down each of the metrics that really matter. I highly recommend this book TO FOUNDERS who want to start a podcast, grow their business, and save their sanity along the way.”
Annie P. Ruggles, Marketing and Sales Fixer at Quirk Works Consulting
We know we ought to create value for our listeners, guests, business and stakeholders. Yet we struggle to define value and make it more tangible. Megan solved this puzzle for us in this book. Her “Podcast Value Math” framework is a work of genius. It offers a practical approach to measuring podcast success by focusing on metrics that align with specific business goals. This method helps businesses see the tangible impact of their podcasting efforts, making it easier to adjust strategies and optimize for results.
I particularly liked the detailed Blueprints for different podcast formats. They not only provide a roadmap to produce a profitable podcast but also give actionable steps to achieve the business objectives like audience engagement, establishing thought leadership, or driving conversions. This tailored approach makes the book highly practical and relevant for entrepreneurs looking to integrate podcasting into their marketing toolkit.
Roshni Baronia, Founder and CEO, Done For Your Podcasts
Podcasting levels the playground and makes it possible for an individual to build an empire and compete against big media corporations…and become profitable doing it.
“Podcasting For Business” lays out all of the ways podcasters and businesses can make money, and shares insights on how to make it into a reality with great explanation and examples.
And personally, I love a book with sections instead of long chapters. It makes “Podcasting For Business” a resource to go back and review whenever you find yourself looking for answers.
Steve Stewart, Podcast Editor and Co-founder of the Podcast Editor Academy
One key insight I gained is the unique power of podcasting to build genuine relationships with your audience and unlock a wealth of opportunities.
-Julie Fry, CEO and Founder of Your Expert Guest
“Podcasting For Business is an essential read for anyone considering starting a podcast. Megan expertly breaks down the different metrics for each type of podcast, making it incredibly useful. As a longtime podcaster, I gained new insights into prioritizing production and promotion. The book delves into the details that go into every decision, from choosing the format to crafting engaging intros and outros, and much more. These are all crucial considerations for podcasters to address before launching.”
Nikki Rausch, Founder, Author, and Podcast Host at Your Sales Maven
“Reading this book makes me want to start a podcast. Which I never, ever want to do under any circumstances. 😁 But the author’s enthusiasm for and knowledge of the medium are subtly deluding me into thinking that I might want to and could do it.” – Oleg Starko, Copywriter