Listen to the Episode Now:

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Content Strategy, Evergreen Assets, and Podcasting as a Business Tool – with Racheal Cook

A massive archive of podcast content can either feel like an incredible resource or a logistical nightmare. The difference? Strategy and organization.

In this episode of The Business Podcast Spotlight, we are replaying one of my favorite episodes, as the show is currently on summer hiatus. In this conversation, I’m joined by Racheal Cook – business strategist, founder of The CEO Collective, and host of Promote Yourself to CEO – who shares how to turn your content into a joy-filled, business-driving machine.

We’re talking all about repurposing and reusing old content to give it new life. It’s almost like podcasting inception, considering that’s exactly what we’re doing here at The Business Podcast Spotlight – replaying our favorites during the break!

You could think of this episode as the theory, and the fact that you’re listening to it? That’s the practice.

Why Content Strategy Matters

Racheal walks us through her approach to content creation and reuse, rooted in understanding the customer journey. Whether it’s mapping your Business Podcast Blueprint or planning an editorial calendar, Racheal shows how every piece of content should have a purpose – whether that’s nurturing your audience, building thought leadership, or supporting sales.

She shares her method of running an annual content audit, tracking what’s already out there, and making intentional decisions about what to create next. With a central content spreadsheet (aka your podcast’s “brain”), you can repurpose smartly and identify gaps without reinventing the wheel.

From Burnout to the CEO Collective

Racheal’s journey began after leaving a high-pressure consulting role that led to burnout and serious health challenges. A conversation on a yoga mat led her to start helping small, owner-led businesses, eventually launching her first brand, The Yogipreneur.

From there, her business evolved into The CEO Collective, as she expanded her message beyond the yoga world.

Her early podcast, Yogipreneur Radio, later became Uncomplicate Your Business, and today lives on as Promote Yourself to CEO. Same podcast feed – just a natural evolution as her audience and work grew.

Content Creation: Start with What You’ve Got

A pivotal moment for Racheal was launching the Fired Up & Focused challenge in 2014, with 30 daily videos recorded while raising three toddlers. That challenge became a podcast series, then a book, and still drives engagement today. It’s a perfect example of turning one idea into multiple formats – video, audio, text – and using it repeatedly.

Her podcast now serves as a living library of evergreen content. Rather than chasing trends, she focuses on strategy that stands the test of time. Even after hundreds of episodes, most are still relevant and repurposable. 

Podcast Planning and Auditing in Practice

Racheal’s team uses a detailed episode spreadsheet to track each episode’s topic, performance, and format. Every year, they audit this archive to decide what needs updating and often find that older episodes can be reused with minimal effort.

She treats her podcast like a set of long-term assets: “It’s like owning a home. You can repaint the walls, but the asset is still there.” For Racheal, this means recording with intention, knowing she’ll return to that material later.

Creating a Content Ecosystem

Producing a podcast alone won’t grow your audience – you need a full ecosystem. Racheal explains the three main ways new listeners find her content:

1. Search: Google, YouTube, Pinterest – even podcast platforms with searchable transcripts.
2. Other People’s Audiences: Guest interviews are a powerful way to connect with aligned listeners.
3. Advertising: Strategic podcast ads help amplify your message.

Once people discover her, the podcast acts as a nurturing tool, building trust and guiding them toward deeper engagement.

Every Episode With Purpose

Racheal builds her podcast in monthly series, each focused on a topic her ideal client cares about. Each episode walks listeners through ideas, common mistakes, small wins, and actions they can take. Every episode points to a free resource or opt-in to help transition them from listeners to email subscribers – her most valuable asset, alongside the podcast itself. 

You Don’t Need to Be an Influencer

Racheal emphasizes that small business podcasters are not influencers. You don’t need massive download numbers or to be in the Apple Podcast Top 100. You need a small but loyal audience that trusts you. By viewing your podcast as a business asset, not just a content stream, you shift your mindset to sustainability and strategic reuse. 

Final Thoughts

One of the most powerful takeaways from this conversation? Conducting a regular content audit. It can feel daunting, but it’s one of the most time-saving, ROI-boosting things you can do. It helps you avoid duplicate work, identify gaps, and reuse what’s already working.

Racheal’s approach to content is all about longevity, intention, and ease – working smarter with what you already have.

Ready for the Next Level?

Listen to the Episode Now:

Subscribe on Apple Podcasts, Spotify, your your favorite other podcast player!

Choosing the Right Production Partner

As you might know by now, we’re on a little summer break here at the Business Podcast Spotlight, but while we get ready for our next batch of incredible guests, we’re dipping into the archives and replaying some of our all-time favourite episodes.

This one? It’s a classic.

Originally released over 5 years ago, we’ve updated and refreshed it a few times over the years because it’s consistently one of the most-read, most-listened to, and most-shared resources we’ve ever created. And for good reason.

If you’ve decided to outsource your podcast production – good for you! It’s a smart move that can save you hours each week and give your podcast (and business) a real boost.

But choosing the right production partner? That’s the tricky part.

What You Should Ask a Podcast Production Company Before You Hire Them

Unless you’ve got oodles of free time and a knack for picking up new, highly specific skills, working with a third-party service provider is often the best way to get a podcast off the ground. But there are a lot of options out there – freelancers, agencies, podcast coaches, niche studios, training providers – all with wildly different pricing, styles, and service levels.

And while a great production partner can make podcasting a smooth, strategic, and genuinely fun part of your workflow… the wrong one can become an expensive, exhausting nightmare. (You don’t wanna learn the hard way.)

So in this episode, I’m diving into the questions you need to ask when exploring your options. Whether you’re hiring for the first time or hoping for a better experience the second (or third!) time around, these 13 questions will help you make an informed, confident choice.

What you’ll learn in this episode:

• What to look for in a podcast production service (beyond price!)
• Why clarity around expectations is everything
• How different providers define “success” and why it matters
• Red flags to watch for during discovery calls
• The role of AI in podcasting today (and why you should ask about it)

13 Questions to Ask When Looking for a Podcast Production Company

1. What does a successful podcast look like – for them?

This question tells you a lot. If a provider has a solid answer, especially one that aligns with your business goals, you’re off to a good start. If they say something vague like “it depends” or “whatever you want,” that’s a red flag.

2. What kind of contract or service agreement will we be entering into?

Month-to-month, annual commitments, flexible packages – there’s no one-size-fits-all. Just make sure you’re clear on what the expectations are around time, volume, and notice periods.

3. Who’s in charge of managing the episode process?

There are so many moving parts: booking guests, recording, editing, assets, uploads, promotion. Who’s responsible for making sure it all gets done on time and in the right order? You don’t want to assume it’s them when they’re assuming it’s you.

4. Where are the handoff points and how do we share content and feedback?

Will you be using a project management system? Shared folders? Email? Portals? This matters more than you think and misalignment here can lead to frustration fast.

5. Do they offer coaching, feedback, or strategic advice?

Some companies are strictly production-focused. Others can give feedback on your hosting style, help shape your content, and keep an eye on your podcast goals. If that support matters to you, ask for it up front.

6. What’s the turnaround time from raw audio to finished episode?

Some teams are lightning-fast. Others take a week or more. It’s not about speed, it’s about making sure their timeline works with your publishing schedule.

7. Are they using AI? And if so – how?

Most companies are using AI tools in some capacity now, whether it’s for show notes, audio cleanup, or clips. The important thing is to understand where and when they’re using it and what kind of human review happens before anything goes live.

8. What assets do they provide?

Show notes, audiograms, social graphics, transcripts, blog posts, guest materials – the list goes on. Figure out what’s included, what’s extra, and what you’ll need to provide on your end.

9. Who will I actually be working with?

Will you have a dedicated producer or account manager? Or are you part of a rotating pool? Either can work well – but only if you know what to expect and have clear communication paths when questions or issues come up.

10. What’s included in a new podcast launch – and how long will it take?

Some launches are basic. Others are big, beautiful multi-channel productions. Ask what the standard process looks like, how hands-on the team will be, and whether there’s flexibility to customise based on your brand or goals.

11. What kind of editing do they offer?

There are many different types of editing – technical, content, strategic. Ask how hands-on they are with edits, whether they make content choices for you, and what they expect from you in terms of review and feedback.

12. How long do their clients usually keep podcasting?

A long-running client base is a great sign. But also ask if they offer support for seasonal or limited-run shows. Those can be the perfect format for some business goals.

13. What happens when something goes wrong?

Because something will go wrong. Maybe a file is late. Maybe instructions are unclear. Maybe something just slips through the cracks. Ask how they handle hiccups, and whether they’re open to building a problem-solving process with you.

Final Thoughts

At the end of the day, the most important factor is trust. You might just want help cleaning up your audio and uploading files. Or maybe you’re looking for someone to walk you through the process, step by step, so you never have to think about the technical side again.

Either way – there’s no wrong approach. The key is finding someone who’s both happy to support your vision and clear about what they can and can’t do.

So if you’re getting ready to outsource (or re-outsource!) your podcast production, this episode is a must-listen.

Ready for the Next Level?

Listen to the Episode Now:

Subscribe on Apple Podcasts, Spotify, your your favorite other podcast player!

Podcast Value Math

We’ve made it a dozen episodes into the Business Podcast Spotlight — can you believe that? Over the last few months, we’ve looked at how podcasts can drive real results for businesses: building relationships, creating content, converting leads, growing audiences… all the good stuff. But today, I want to hit pause on the guest interviews and take a few minutes to talk to you directly.

Why?

Because there’s one big idea underneath everything we’ve talked about so far — one principle that can completely change how you think about your podcast.

Ready?

Three Simple Steps

Here it is: your podcast is not some mysterious thing that either works or doesn’t. It’s a tool. One you can design, shape, and optimize to do very specific jobs for your business.

And once you start seeing your show that way — as a flexible, goal-driven asset — things start to get a whole lot clearer (and a lot more fun). That’s where something I call Podcast Value Math comes in.

Sounds a little technical? I promise it doesn’t have to be (unless you want it to). Podcast Value Math is a way to figure out what you want your podcast to do, what parts of your podcast actually create that value, and what you can tweak or change to get more of the value you care about. That’s it.

It’s just three steps:

1. What’s valuable to you? Sales? Referrals? Joy? (Yes, joy counts.)
2. What parts of your podcast help create that value?
3. What can you do to those parts to increase the value you’re getting?

For example: maybe you want your podcast to save your team time. Great! Then you look at how often they refer people to episodes, or how you structure your content so it can be reused in support documents. Once you know those are your levers, you can start improving them — like making instructions clearer, or creating more search-friendly clips.

Maybe you want sponsorship dollars. Maybe you want recognition at industry events. Maybe you just want more laughs in your week. Whatever “value” means to you, you can figure it out, track it, and build for it. That’s the magic.

So in this episode, I’m walking you through that whole framework — straight from the pages of my book Podcasting for Business — so you can start applying it to your own show today. Because once you know what matters, you can stop worrying about what doesn’t. (Spoiler alert: it might not be your download numbers.)

Ready for the Next Level?

Learn How to Apply This Framework to Your Business

And hey, if you want to go even deeper and apply this framework directly to your business and your goals, I’d love to work with you on a Business Podcast Blueprints Action Plan. It’s a collaborative process where we design (or refine!) your show to do exactly what you want it to do. No guesswork, no fluff. You can learn more about those right here!

Listen to the Episode Now:

Subscribe on Apple Podcasts, Spotify, your your favorite other podcast player!

The Situation

When David (Ledge) Ledgerwood came on the Business Podcast Spotlight, he was already a seasoned podcaster with hundreds of episodes behind him – and a track record of using podcasts to build real business relationships. But this time, the goal was different. He was in the early stages of planning a new show, one built around personal curiosity and deeper conversations, completely separate from work. The challenge? Shaping a podcast that feeds creativity and connection, while still leaving the door open for meaningful professional outcomes.

About David (Ledge) Ledgerwood

David (Ledge) Ledgerwood is a long-time entrepreneur and agency founder who’s spent his career building businesses, closing deals, and using podcasts as powerful tools for connection. He’s worked with B2B service firms across the board and has a particular love for helping podcast agencies grow and thrive. Through projects like Listen Network, Ledge is focused on making podcasting more valuable—for creators, clients, and audiences alike.

What’s Happened So Far

Looking at Ledge’s situation, he’s already done a lot of heavy lifting in the podcasting world – hundreds of episodes hosted, guest appearances all over the place, and a proven track record of using podcasts to build real business relationships. But after stepping back for a while and taking a much-needed breather, he’s feeling the itch again, only this time, the goal is different.

In the past, his shows were built around business development. He invited guests who were potential clients, built strong connections, and followed up with care. It worked – millions in revenue kind of worked. But what made those shows successful wasn’t just the strategy. It was the relationships, the conversations, and the way the content kept providing value long after release.

Now, Ledge is leaning into that part even more. He wants to build something personal, something driven by curiosity. That Made Me Think is shaping up to be a show about the ideas and interests that fuel creativity – without ever talking about work.

No sales angle, no funnel, no pressure. Just smart, thoughtful people sharing what lights them up.

He’s already outlined the concept, played around with visuals and branding, and knows he’s got a strong network of guests ready to jump in. He also knows from experience how important it is to keep the workload sustainable, and how easy it is to burn out when a show turns into a chore.

So the big question now is: how do you build a podcast that supports creativity and connection without letting it take over your life?

And inside that question are the practical ones:

What’s the right release schedule to stay consistent but not overwhelmed?

How do you keep production light, but still polished?

How do you track success when success isn’t about downloads?

And maybe most important: how do you make it something you want to keep doing for a long time?

The New Plan

As you’ll have heard in the conversation, Ledge is clear that his next podcast isn’t about lead gen or growth hacks—it’s about creative energy and deeper conversations. With that in mind, we landed on a plan that prioritises ease, flexibility, and genuine connection over heavy production or tight publishing schedules.

The best approach? A consistent but manageable release schedule (monthly or bi-weekly) supported by tools and systems he already owns through his businesses. No need to reinvent the wheel—his production and distribution infrastructure is already solid. What matters most is keeping it lightweight and enjoyable, so it remains something he wants to do, not something he has to do.

He’s also going to batch-record a handful of early episodes with trusted peers to build momentum and ease back into the hosting chair. From there, promotion will focus on relationship-building, with clips and content that highlight the guest, not the host. This keeps things aligned with the spirit of the show—curiosity, creativity, and connection—and naturally invites the right people to listen and engage.

Because the conversations are broad and human, they can stand alone or be grouped into themes over time if needed. The show isn’t tied to a funnel—it’s tied to a sense of exploration. And that gives it the space to grow into whatever it needs to be.

How to Use This Strategy

So if you’re thinking about launching a podcast primarily to build deeper relationships – like Ledge is planning – here are a few things to consider:

• Who are the people you’d genuinely like to spend more time talking to?

• What kinds of conversations would feel meaningful and fun, even if they never turned into business?

• How can you make your guests feel seen, appreciated, and glad they said yes?

Start by listing the top 10 people in your network you’d love to connect with more often. Then pick a theme that gives you an excuse to invite them on for a chat that isn’t about work. That’s your first season.

Keep the format simple, make them sound great, and plan a follow-up touchpoint after every episode – this is where the real magic happens. You’re not pitching. You’re showing up, listening, and building trust.

And if you enjoy it? Keep going. You don’t need a million downloads—just the right conversations with the right people.

If you’re looking for a partner to help you figure out and deploy a strategy that will work for your business, we can help! Book a call, and let’s talk!

How to Track Success

Here’s how to measure success for a relationship-focused show that’s also meant to be creatively fulfilling:

1. Did you follow through and launch the show you said you wanted to make? (Finishing and publishing is success all on its own.)
2. Are you staying consistent, hitting your release schedule without burning out or skipping episodes?
3. Have you reached the “flip point” – around 50 episodes – where people start asking to be on your show without you chasing them?
4. Are the conversations helping you feel more engaged, creative, or curious in your work and relationships?
5. And eventually, are there signs of long-tail results – like someone reaching out 18 months later and saying, “I’ve been listening, and now I’m ready”?

For this kind of show, downloads and analytics are secondary. The real measure is: do you want to keep doing it, and is it quietly opening doors in the background while you do?

Connect with Ledge

Ledge is deep into the creative planning phase for That Made Me Think, and we’ll be inviting him back to the Spotlight once the show is out in the world to hear how it’s going. In the meantime, if you’re a podcast agency owner (or adjacent) looking to improve discoverability and client retention, check out what he’s building at Listen Network.

You can also connect with Ledge on LinkedIn—he’s always up for good conversation, especially if it’s not about work.

Listen to the Episode Now:

Subscribe on Apple Podcasts, Spotify, your your favorite other podcast player!

The Situation

When Catherine Crestani joined Megan Dougherty on the Business Podcast Spotlight, she had already created something special with Willow Healing Matters. What started as a personal project to connect and share wisdom had grown into a steady stream of powerful interviews, collaborations, and community. Now, with the podcast becoming more central to her work as a leadership coach and intuitive healer, Catherine was thinking about improving her audio quality and exploring sponsorships, while staying true to the organic, heart-led spirit of the show.

About Catherine Crestani

Catherine Crestani is a leadership coach and intuitive healer who works with people who are ready to speak up and step into their power in life, business, and health. She’s the host of Willow Healing Matters, a podcast where she has real, grounded conversations about healing, spirituality, and finding your own path. Whether she’s coaching, writing, or speaking, Catherine’s all about helping people tune into their own wisdom and live with more intention.

What’s Happened So Far

Catherine has built something really meaningful with Willow Healing Matters. What started as a personal way to connect with others and share alternative healing stories has grown into a consistent, well-loved show that’s deeply aligned with her values and the work she does as a leadership coach.

In the beginning, Catherine didn’t overthink it. She grabbed a mic, started talking to interesting people, and let it evolve naturally. Over time, she found that the podcast wasn’t just helping her speak up and be seen, it was also creating unexpected opportunities: collaborations, referrals, new ideas for her writing, and real connections with listeners and guests.

She’s never been focused on metrics or downloads, but the ripple effects in her business have been clear. The show helps her build community, deepen her network, and share her voice and values with the people who need to hear them.

Now, with guest bookings coming in steadily and the show releasing twice a week, Catherine’s thinking about the next phase: improving her audio quality, streamlining the process, and maybe even exploring sponsorship. The big question is how to grow the show professionally without losing the organic, intuitive style that makes it so special.

Which leads to smaller, more practical questions:

What tools can make the audio and editing easier?

Is it time to invest in better gear?

How do you explore sponsorship in a way that still feels aligned?

And what does success look like, when the show is already doing so much?

The New Plan

As you’ll have heard in the conversation, Catherine isn’t looking to overhaul everything – her podcast is working really well as it is. But with sponsorship opportunities starting to appear and a strong guest pipeline already in place, there’s room to refine a few key areas without losing the heart of the show.

The focus now is on upgrading her recording setup to improve audio quality across the board. That likely means switching to a dual-ended recording platform like Riverside or Squadcast, and investing a bit of time in learning a basic editing tool like Audacity so she can balance guest and host audio more effectively.

We also talked about starting small with monetization – specifically affiliate partnerships with brands or creators she already loves and trusts. This gives her a way to explore sponsorship in a low-pressure, totally values-aligned way while gathering the kind of data that will help with more formal partnerships later on.

No huge rebrand. No pressure to chase numbers. Just a few smart tweaks that will support the podcast’s growth, make the process a little smoother, and open up new possibilities, while keeping the intuitive, collaborative spirit of Willow Healing Matters intact.

How to Use This Strategy

If you want to take a relationship-building approach with your podcast, here are a few good questions to start with:

• Who are the kinds of people I want stronger relationships with – potential clients, collaborators, referral partners?

• What kind of space can I create on my show that makes them feel seen, heard, and genuinely appreciated?

• Am I doing enough with those connections after the episode goes live?

Start by making a list of people you’d love to talk to, not because they’ll buy something right away, but because a relationship with them would be meaningful for your business long-term. Then think about how you can highlight them in the episode – ask about their work, their goals, and share their message widely.

After the episode, keep the conversation going. That might mean introducing them to someone in your network, sharing a resource, or following up when a collaboration idea hits you later. This isn’t about fast funnels, it’s about real trust, built through conversation.

And if you’re not sure how to start? Pick someone you admire, hit record, and just see where the conversation takes you. That’s how Catherine started – and it worked.

If you’re looking for a partner to help you figure out and deploy a strategy that will work for your business, we can help! Book a call, and let’s talk!

How to Track Success

For a relationship-building podcast like Willow Healing Matters, here’s what you’ll want to keep an eye on:

1. How many meaningful connections come out of your interviews – this could be collaborations, referrals, or follow-up conversations that lead to something.
2. How often guests or listeners introduce you to someone else because of the show.
3. Any client or project opportunities that come from people who first connected with you through the podcast.
4. If you decide to experiment with affiliate links or sponsorship, track clicks and conversions from your show mentions – this will give you a baseline for future deals.
5. And if you’re curious, sure, keep an eye on downloads. But for this kind of podcast, the quality of your connections will matter more than the size of your audience.

Connect with Catherine

Catherine is exploring new recording tools, brushing up on editing basics, and taking her first steps into the world of sponsorship. She’ll be back on the Spotlight soon to share how it’s going and what she’s learned along the way. In the meantime, check out the Willow Healing Matters podcast on Substack or connect with Catherine through her work at Willow Healing.

You can also follow her journey on Instagram and subscribe to the podcast for fresh episodes full of wisdom, healing, and real conversations.

Listen to the Episode Now:

Subscribe on Apple Podcasts, Spotify, your your favorite other podcast player!

The Situation

When Slobodan Manić joined Megan Dougherty on the Business Podcast Spotlight, he was closing in on 200 episodes of the No Hacks Podcast – a show that had helped him build a strong professional network and connect with industry leaders. But after years of focusing on interviews, he was ready to shift the spotlight. Slobodan wanted to start showcasing his own expertise, bring more structure to his content, and explore how the podcast could better support his growing business and tools like Podpacer, all without losing the authenticity that built his audience.

About Slobodan Manić

Slobodan Manic is an entrepreneur and conversion expert who helps marketers and digital professionals optimise their online performance. He’s the host of the No Hacks Podcast, where he’s interviewed nearly 200 industry leaders, and the founder of Web Performance Tools, home to Podpacer – a podcast prep assistant designed to make guest research and post-production content easier. With a background in web development and a passion for smart workflows, Slobodan’s work bridges the gap between content creation and real business results.

What’s Happened So Far

Slobodan has put in the work – nearly 200 episodes of the No Hacks Podcast, most of them interviews with industry leaders in CRO, SEO, and digital marketing. He started the show during the pandemic as a way to connect, learn, and build a network. And it worked. The podcast helped him grow professionally, get known in his field, and stay top of mind with people doing exciting work in the same space.

But as his business has evolved – especially with the launch of Podpacer – Slobodan’s goals for the podcast have shifted. Interviews helped open doors, but now he wants to highlight his ideas, frameworks, and approaches more clearly. He’s interested in experimenting with solo episodes, mixed formats, and content that directly supports his role as a founder and thought leader.

He also wants to make better use of the content he’s already created. Podpacer can help with that, pulling insights and clips from past interviews to enrich new episodes and deepen relationships with past guests.

So the question now is how to shift the podcast into something that still feels like No Hacks, but does a lot more heavy lifting for the business.

Which of course leads to more questions you’ll need to answer:

• How do you make the transition without alienating your audience?
• How do you repurpose past content so it continues working for you?
• And how do you keep showing up consistently — without doing everything alone?

Here’s what Slobodan is planning…

The New Plan

As you heard in the conversation, Slobodan is ready to take the No Hacks Podcast in a new direction – one that puts his expertise more clearly at the centre while still keeping the spirit of connection and conversation that’s worked so well up to now.

Rather than launching a completely separate show or overhauling the format all at once, the plan is to start weaving in solo episodes and shorter, narrative-driven content alongside the interviews. This gives him space to share his process, test ideas, and make the show more strategically useful without losing the audience he’s already built.

He’ll also be using Podpacer to pull relevant moments from past interviews, letting older content do more work in new episodes. This not only keeps relationships warm with past guests but makes each new episode richer with layered insight and lived experience.

To support the shift, he’s experimenting with Substack as a community and engagement hub – offering written reflections, bonus content, and easy ways to keep the conversation going. It’s a low-effort, high-impact way to stay top of mind and deepen connections with listeners who are most aligned with his work.

It’s a flexible, repeatable model that lets him build authority and stay visible – while keeping time, effort, and overwhelm in check.

How to Use This Strategy

If you’re thinking about shifting your podcast from a pure interview show to something more focused on thought leadership, here are a few things to think through:

• What topics or frameworks do you want to be known for?

• Do you already have episodes or guest interviews that touched on these areas you could reference or reuse?

• What kind of solo or narrative-style content would help showcase your expertise and make it easier for people to understand how you work?

Start by mapping out a few core ideas or processes you want to highlight. These can be short solo episodes or mixed with clips from past guests to add context. If you have a tool or service, think about how your podcast can introduce people to it naturally without sounding like a sales pitch.

If you’re not sure where to begin, your past podcast episodes are full of material you can build on. And if you’re already active on LinkedIn or Substack, use those platforms to test what people respond to – then bring that insight into the show. Little by little, you’ll have a podcast that not only builds relationships but drives business too.

If you’re looking for a partner to help you figure out and deploy a strategy that will work for your business, we can help! Book a call, and let’s talk!

How to Track Success

If you’re evolving your podcast into more of a thought leadership platform, here are the key indicators to track:

1. Do listeners reach out after a solo or hybrid episode – especially with questions, comments, or interest in what you talked about? That’s your clearest early signal.
2. Are you seeing any engagement on Substack or LinkedIn – comments, shares, or replies that reference the podcast content?
3. Are existing listeners sticking around as you shift the format? If your download numbers hold steady, that’s a good sign the transition is working.
4. And most importantly – are you hearing from potential clients or collaborators who found value in your insights? That kind of inbound interest is what turns content into opportunity.

Connect with Slobodan

Slobodan is already rolling out new solo episodes and experimenting with content that puts his expertise front and centre, and he’ll be back on the Spotlight in a few months to share how it’s all landing. In the meantime, if you’re a podcaster looking to streamline your workflow, check out Podpacer – it’s built to save time and keep you focused on the parts of podcasting that actually grow your business.

You can connect with Slobodan on LinkedIn and subscribe to No Hacks over on Substack to follow along as the show evolves.

Listen to the Episode Now:

Subscribe on Apple Podcasts, Spotify, your your favorite other podcast player!

The Situation

When Carly Fauth joined Megan Dougherty on the Business Podcast Spotlight, she’d already built a unique and heartfelt show with Chemo Coffee Talk. What began as a way to cope with her own cancer treatment had turned into a meaningful platform for survivors, caregivers, and professionals in the cancer space. Carly knew the conversations were making an impact—but she wanted to make the show more polished, easier to run, and better aligned with her business goals, without losing the heart that made it special.

About Carly Fauth

Carly Fauth is a certified fitness instructor and cancer exercise specialist who helps people stay active and connected to their bodies during and after cancer treatment. She’s the host of Chemo Coffee Talk, a podcast that began during her own chemo sessions and now features honest, uplifting conversations with survivors, caregivers, and health professionals. Through her business, FitFunCarly, she supports clients with movement routines that prioritize consistency, energy, and joy – no matter what they’re facing.

What’s Happened So Far

Carly’s podcast journey started in a place most people wouldn’t expect – a chemo chair. She had never planned to launch a show, but when the idea hit, it gave her something to focus on during a really uncertain and frightening time. That shift in perspective – turning chemo day into podcast day – set the tone for everything that followed.

She began by inviting friends and supporters to be guests, sharing stories and lessons that helped her get through treatment. Each episode had a personal update, a conversation, and a takeaway the audience could apply in their own lives. Over time, the podcast grew beyond its original purpose. Carly started recording from home, bringing on doctors, survivors, nutritionists, and advocates. The format stayed warm and personal, but the scope expanded.

She’s now in her second season and loving the process, but also feeling the pressure. There’s a desire to sound more professional, reach a wider audience, and tie the podcast more clearly to her work as a cancer exercise specialist. 

She’s juggling production, outreach, promotion, and guest management on top of running a business. Carly knows the podcast is valuable. Now it’s about making it more sustainable and more strategic.

The big question for her is: How do you take a passion project and shape it into a tool that actively supports your business – without losing what made people love it in the first place?

And underneath that are a lot of smaller questions:

How do you group episodes into seasons?

What platforms should you be on?

When is the right time to bring in help?

Can you keep things simple and still make them better?

That’s what we explored together.

The New Plan

As you probably picked up in the conversation, Carly’s got something really special with Chemo Coffee Talk – a podcast that’s personal, purposeful, and packed with heart. The next move isn’t about reinventing the wheel, it’s about tightening things up so the show supports her business without becoming a full-time job (she already runs a business… and probably has a to-do list longer than a CVS receipt).

We decided that short, themed seasons are the way to go. Each one can focus on a clear topic – like movement during treatment, cancer nutrition, or mental health support – and still sit on the same podcast feed. To make them feel fresh, she’ll use slightly updated cover art and have a landing page where all episodes live together. That makes it easy to share, whether with potential clients, collaborators, or just someone who needs it.

She’ll keep using her current tools and record in batches to keep things manageable. One new piece she’s excited about is adding quick solo intros and wrap-ups to each episode. That way, listeners get more of her voice and insight – and a clearer connection to the work she does through FitFunCarly.

She will also be expanding distribution beyond Spotify and YouTube to include Apple and Amazon. It’s a low-effort move that can really help grow her audience.

The best part? This plan doesn’t require a huge overhaul. It lets Carly stay true to the podcast’s roots while giving it more structure, a little extra polish, and a clearer role in supporting her mission and her business.

How to Use This Strategy

If you want to use a Relationship Building strategy like Carly’s, here are a few questions to help shape your approach:

• Who are the people I’d most like to be talking to – potential collaborators, clients, or referral partners?

• What kind of conversation would make them feel seen, valued, and excited to keep in touch?

• How can I use my podcast to start or deepen those relationships?

Once you’re clear on that, build your show around those people. Invite guests you genuinely want to know better. Prepare in a way that makes the experience valuable for them, not just for your audience. After the episode airs, keep the connection going – send a follow-up, share their work, or introduce them to someone in your network.

You can also design themed seasons that make it easier to pitch the show. For example, “This season is all about movement during treatment,” or “We’re spotlighting caregivers this month.” That kind of clarity helps both guests and listeners know why it matters.

And remember, your podcast doesn’t have to reach thousands to be successful. If every episode brings one strong connection into your world, you’re doing it right.

If you’re looking for a partner to help you figure out and deploy a strategy that will work for your business, we can help! Book a call, and let’s talk!

How to Track Success

Here are the stats you’ll want to keep an eye on if you’re using your podcast to build relationships and grow your network:

1. How many guests you’ve had on the show who go on to refer you, collaborate, or open doors to new opportunities.
2. How often a podcast appearance leads to follow-up conversations, introductions, or email exchanges.
3. New client or partner inquiries that mention the podcast—or were clearly influenced by it.
4. And if you want to, you can track downloads and followers too, especially over time or across platforms like Spotify and YouTube. Just don’t let the numbers distract you from the relationships—those are the real wins here.

Connect with Carly

Carly’s getting ready to roll out her next season with a clearer structure, stronger guest strategy, and a few upgrades to how she presents the show—inside and out. We’ll be checking in with her again soon to hear how it’s all working in real time.

In the meantime, have a listen to Chemo Coffee Talk on Spotify or YouTube, and if you know someone going through a cancer journey, send it their way. It might be just what they need.

You can also connect with Carly at fitfuncarly.com or follow her on Instagram for updates on her work and new episodes as they drop.

Listen to the Episode Now:

Subscribe on Apple Podcasts, Spotify, your your favorite other podcast player!

The Situation

When Justine Beauregard joined Megan Dougherty on the Business Podcast Spotlight, she was looking for ways to get even more mileage out of her podcast, People Over Profit. The show was already performing well and helping her build strong connections with her audience, but she knew there was still more she could do. She wanted to make it easier for listeners to dive deeper into her content, strengthen the link between her podcast and her business, and keep growing her community without creating a huge amount of extra work.

About Justine Beauregard

Justine Beauregard is a sales strategist and coach who helps entrepreneurs and business owners grow their sales in ways that feel good — not pushy. She’s the host of People Over Profit, where she shares practical advice on selling with more ease, authenticity, and consistency. Alongside her coaching and podcast, Justine also runs free masterclasses and virtual speed networking events to help business owners connect, learn, and keep growing.

What’s Happened So Far

Looking at Justine’s journey, she’s built People Over Profit into a top-ranked podcast by staying focused on connection, value, and authenticity, while running her successful sales coaching business.

She started podcasting with the idea that offering free, public coaching sessions would naturally lead to more client work — but quickly realised that while those episodes were helpful, they didn’t have the reach or traction she was hoping for. She made the decision to shift toward short, insight-packed solo episodes and high-quality guest interviews that reflect her expertise more directly and serve her audience more effectively. That move helped her show grow faster — and feel more aligned with how she actually supports her clients.

Her podcast now plays a clear and supportive role in her business. It introduces new people to her world in a low-pressure, high-value way, and helps existing leads and community members connect more deeply with her perspective before ever getting on a call.

Many of her clients mention the podcast as part of their decision to work with her — they come in already familiar with her style and thinking, which makes the sales process smoother and more collaborative.

Now, she’s exploring how to take things even further — not by creating more content, but by making it easier to access and share the gold that’s already there.

So the question is how can a high-performing podcast drive even more results — without adding to your workload?

The New Plan

As you’ll have heard in the conversation, after looking at where Justine’s business and podcast are right now — and her focus on working smarter, not harder — we looked at creating curated playlists from her existing People Over Profit episodes as the best next step. There’s no need for a new podcast feed or brand overhaul — just new, user-focused packaging and presentation of the content she’s already built.

By grouping episodes around key topics like sales strategy, client attraction, and ethical selling, Justine can create easy-to-share resources that encourage listeners to binge, stay longer, and engage more deeply. Each playlist can have its own landing page for simple promotion, and can act as a low-lift lead magnet when answering questions on social media, in networking spaces, and through her email list.

Over time, these playlists will create an even stronger bridge between her free content and her paid offers — without adding a lot of extra work and can easily be expanded as new episodes are released. Finally, carefully selected and curated playlis can mae amazing calls to action on the podcasts Justine guest’s on to increase her own listening audience.

How to Use This Strategy

If you want to use a playlist strategy like this to get more out of your podcast, here are a few questions to start with:

• What topics do I talk about most with my audience, clients, or leads?
• Which episodes already cover those topics — and how could I group them together to make it easier for listeners to find what they need?
• Are there any important steps or ideas my audience needs that aren’t covered yet and would be easy to add?

That’s the foundation of your first set of playlists — and you don’t need to create anything brand new if you don’t want to. You can simply organise your existing episodes, create a landing page or a Spotify playlist, and add a short intro or outro if you want to give it extra context.

And if you don’t have a big archive yet, you can still make this work! Think about the questions you answer all the time in emails, networking calls, or discovery meetings. Those are the conversations you can turn into short, powerful episodes that teach, build trust, and move people closer to working with you — all while giving you a podcast resource you can use again and again.

If you’re looking for a partner to help you figure out and deploy a strategy that will work for your business, we can help! Book a call, and let’s talk!

How to Track Success

Here are the key stats to track if you want to measure the success of a playlist and audience engagement strategy like this:

1. How many people click through to your playlists from emails, social posts, or direct links you share in conversations.

2. How many new leads or clients mention listening to your podcast or a specific playlist when they reach out.

3. How your sales conversations and close rates change with people who’ve engaged with your playlists beforehand.

4. And if you want extra data, you can track downloads and average listens per playlist — but the real focus should stay on engagement.

Connect with Justine

Justine is getting ready to roll out her new curated playlists, and we’re excited to have her back on the Business Podcast Spotlight in a few months to hear all about the results. Until then, listen to her People Over Profit podcast — it’s packed with smart, practical advice for growing your sales the right way.

You can also grab a spot in one of her Free Masterclasses for even more sales and business tips you can actually use or meet her at a Virtual Speed Networking Event – they’re a great way to learn, connect, and get inspired.

Listen to the Episode Now:

Subscribe on Apple Podcasts, Spotify, your your favorite other podcast player!

The Situation

When Reuben Swartz joined Megan Dougherty on the Business Podcast Spotlight – he wanted to figure out how to reinvigorate Sales for Nerds so it could better support his business and content goals. After over 100 episodes, he still enjoyed the conversations, but felt like the show wasn’t fully aligned with his business anymore. He was ready to refresh the format, bring more structure to the content, and explore how the podcast could double as a tool to serve his audience and help him finally write the book he’s been thinking about for years.

About Reuben Swartz

Reuben is the founder of Mimiran, the “anti-CRM” built specifically for solo consultants, coaches, and fractional professionals who want to grow their businesses without feeling like pushy salespeople. He’s also the host of Sales for Nerds, a podcast dedicated to helping expert service providers navigate the business development side of their work with more ease (and a little wine). Through his software, podcast, and newsletter, Reuben supports thoughtful, consultative professionals in building client relationships that actually feel good.

What’s Happened So Far

Looking at Reuben’s situation, he’s built something really special with Sales for Nerds — over 100 episodes of thoughtful, engaging conversations that his audience enjoys. But after years of podcasting, he started to feel like the spark had faded a bit, and that the show wasn’t doing quite as much for his business as it could.

Reuben originally launched the podcast as a fun way to connect with other experts, share good advice that didn’t all have to come from him, and bring value to his audience of solo consultants and service providers — and it worked. He built relationships, grew his credibility, and even got feedback from listeners who loved the mix of practical insights and relaxed, wine-accompanied chats.

But as the guest pitches rolled in and the format stayed the same, Reuben began noticing that episodes weren’t building on each other — and the structure just wasn’t supporting the kind of strategic content he wanted to create anymore. That includes a book he’s been meaning to write, but hasn’t quite started.

Now he’s reimagining what Sales for Nerds can be: a podcast with purpose, aligned with the business, designed around a structured journey that mirrors the challenges his ideal clients face.

So the new question became how to evolve a long-running podcast into a more intentional, business-driven asset.

That opened up a few other questions, too:

Can the podcast structure support the creation of a book over time?

Should solo episodes take centre stage — and do they perform better?

How can past content be reused to support future goals?

What kind of format keeps things fun and valuable for listeners?

The New Plan

As you’ll have heard in the conversation, after reviewing Reuben’s goals — creating more structured, purposeful content that aligns with his business and supports the creation of a book — we agreed that organising Sales for Nerds into themed seasons or content “chapters” is the way forward. No need to start a whole new podcast or change the brand — the existing feed and identity still have value and recognition.

The plan is to draft a rough outline that mirrors the solo consultant journey, and then use a mix of solo episodes (where Reuben shares his insights directly) and interviews (to offer varied perspectives) to build out each chapter. These episodes can be grouped visually with simple tweaks to cover art and sorted into playlists or themed pages for easy access.

This approach lets Reuben deliver high-impact, evergreen content with a clear structure — and also lays the groundwork for drafting his book in parallel.

It’s a model that’s easy to maintain, easy to share, and powerful as a lead-nurturing and authority-building tool — especially when episodes are aligned with the common struggles of his ideal clients.

It also gives him the flexibility to create focused, repeatable content for different stages of the consultant journey, while keeping things enjoyable and aligned with his voice and brand.

How to Use This Strategy

So if you want to use this kind of strategy, here are a few questions to help guide your next steps:

• What core ideas, frameworks, or intellectual property do I want to be known for in my space?
• Could those ideas be organised into a “chapter-style” structure — almost like a book or a course?
• Which episodes from my existing library reflect those ideas, and which ones do I still need to create?

That structure becomes the backbone of your podcast. You can plan your content around it — alternating between solo episodes (to lay out your thinking) and interviews (to explore others’ perspectives or add expert insight). Reusing strong past episodes is absolutely allowed — just reframe them with updated context and a clear connection to your larger themes.

If you’re starting fresh, think about what you’d put in a book, workshop, or training series — the things you wish your audience understood before they came to you. These are your key episodes. Create a plan, share your ideas confidently, and you’ll be building both your authority and a content library that keeps working for you.

How to Track Success

Here are the stats you should track for this kind of podcast designed to build authority, support your audience, and contribute to a larger content project like a book:

1. Listen time on themed episodes or playlists — every time someone gets a full answer from your content, that’s one less email, support message, or call you have to take.
2. How often you or your team redirect people to specific episodes to answer common questions or provide onboarding — and whether that reduces time spent on repetitive support or education.
3. Progress toward your long-term content goal — like a book or course. Every episode that fills a chapter or section is a visible step forward.
4. Audience feedback that references your content or ideas — when listeners quote you, share an episode, or reach out because of something they heard, that means your message is landing.

And of course, if you’re curious, you can track downloads too — just remember, for this kind of strategy, impact and reuse are more valuable than raw numbers.

Connect with Reuben Swartz

Reuben is working on outlining his next podcast season — one that doubles as a content engine and the foundation for his upcoming book. He’ll be back on the Spotlight soon to share how it’s going and what he’s learned along the way. In the meantime, check out Sales for Nerds and explore Mimiran — especially if you’re a solo consultant who wants to make business development feel more natural.

You can also follow Reuben on LinkedIn and subscribe to the Sales for Nerds newsletter for thoughtful insights (and occasional wine pairings).

Launching a podcast with the goal of growing your audience and turning listeners into clients, readers and customers? It’s not always a straight path, and there are lots of choices to make along the way.

Do you focus on growth by guesting on other podcasts?

Should you optimize your show for conversions, even when you’re just starting?

And how do you track the right metrics to make sure your podcast is really helping you build a long-term business asset?

Rodney Miles was thinking through all of these questions when he joined me on the Business Podcast Spotlight. Rodney is the author of The Modern Author and the host of The Modern Author Podcast, where he shares his insights from years of writing and helps authors build their businesses. Outside of podcasting, he’s passionate about helping self-published authors succeed.

His approach? Build a conversion podcast that’ll help him grow his email list, sell books, and provide real value through interviews and expert insights. After chatting with him, it’s clear that his strategy is shaping up to be a solid one.

Let’s dive into Rodney’s plan for his podcast and how he’s going to track his success!

Listen to the full episode below, or read on for the strategy!

Laying the Groundwork

Rodney is in the planning phase of his podcast journey, and he’s approaching it with a clear goal: to bring value to authors and entrepreneurs who want to write, publish, and grow their businesses. Right from the start, he knew his podcast had to do more than just share helpful information—it needed to play a real role in converting listeners into leads and sales.

He’s already built a solid foundation for his business, and the podcast is shaping up to be another tool to help him hit those goals. Even though the show hasn’t launched yet, Rodney’s thinking strategically about how to use it from day one to generate momentum—and more importantly, results.

The big idea? His podcast isn’t just a platform for content. It’s a business asset. He’s designing it to bring in the right listeners, deliver real value, and guide them toward joining his email list or buying his books.

And he’s already planning how to measure what’s working. He’ll be keeping an eye on key metrics—like how well his guest appearances perform and how many listeners actually convert into subscribers or customers. He’s also taking a smart step by using Megan’s suggestion to create unique links for each guest appearance, so he can track exactly where leads are coming from once the podcast goes live.

The New Plan

As you’ll hear in our conversation, after chatting with Rodney about his goals and his upcoming podcast, we agreed that a he is looking at creating a Coversion Podcast. He’s not just looking to create great content; he wants to drive specific actions from his listeners, like getting them to sign up for his email list or buy his books.

Rodney’s podcast, The Modern Author, will start with a 13-episode single-season release. The episodes are already recorded and ready to go. Instead of jumping into a regular release schedule right away, he’s going to focus on a concentrated launch to provide something really robust for people to enjoy while he focuses on growing audience. This way, he can generate momentum without the pressure of weekly episodes.

For this first season, Rodney plans to use his existing website as the main hub for the podcast, linking each episode to his promotional material with clear calls-to-action. He’ll also set up a dedicated landing page to capture leads, making sure every episode and guest appearance points to an easy way for people to sign up for his email list or grab his book bundle. The dedicated landing pages will also help him track where most of his leads and conversions are coming from.

What’s great about this plan is that it’s simple and sustainable. Rodney can test out how well the podcast works for him and make adjustments as needed, all while keeping the focus on driving conversions—exactly what he needs to move his business forward.

Business Podcast Blueprints Analysis

Rodney’s podcast, The Modern Author, is a great example of a Conversion Podcast—right from the jump. He’s not just creating a show to talk shop—he’s building a tool that’s meant to drive real results for his business. His plan is to use the podcast (and all the related content around it) to grow his email list and turn curious listeners into book buyers and long-term fans.

Instead of trying to make a sale directly from the episode, Rodney’s strategy is to invite listeners into his world—specifically, onto his email list. That’s where he can keep the conversation going and offer value over time. From there, taking the next step—like buying a book or working with him—feels easy and natural.

One of the smartest parts of his plan is a free bundle he’s offering right on his website. It includes a downloadable PDF of his book The Modern Author, which lays out what it really takes to succeed in today’s publishing world. But that’s not all—he’s also including two other really practical tools: a detailed Gantt chart that maps out the entire publishing process, and a guide to all the major self-publishing platforms, with tips and advice for each one. Together, they make a super helpful starter kit for anyone serious about publishing—and they give Rodney’s audience a real reason to visit his site and sign up.

Rodney’s also planning to keep things flexible with the podcast format itself. He’ll be bringing in guests, but he could just as easily mix in case studies, solo episodes, or other kinds of content. The real focus is on value—creating episodes that are useful and interesting, while gently pointing people toward that next step.

How to Do It Yourself:

If you’re thinking about using a Conversion Podcast to move listeners through your sales funnel, here are a few questions you want to ask yourself:

• Who is my current most important customer segment?
• What content should I create to help my listeners make a decision?
• What are the most common questions I get on discovery calls?

The first step is knowing exactly who you’re creating content for. Are you speaking to aspiring authors, small business owners, or another group?

A Conversion Podcast needs to help listeners move toward a buying decision. So, are there topics you haven’t covered that could help potential customers decide whether to buy from you?

Think about your sales process—what are the questions you always get asked during discovery calls? These are the types of episodes that can help you move people along in your funnel. Answer their questions before they even ask, and position yourself as the expert who has the solutions they need.

How to Track Success

Here are the stats you should track for this kind of conversion podcast season.

1. Listener Engagement – Track how many people listen to each episode and how they engage with your content (clicking links, signing up for emails, etc.).
2. Click-through Rate (CTR) – Measure how many listeners click on your CTAs (like downloading a free resource or signing up for a call).
3. Downloads & Audience Growth – Measure the number of downloads and new subscribers to see if your audience is growing.
4. Conversions from Podcast Guest Appearances – Track how many people convert to leads or customers after being on other podcasts. You can use dedicated landing pages for these appearances to help measure this.
5. Conversion by Topic – Track which topics in your episodes lead to more conversions. For example, note which specific discussions or subjects generate more sign-ups, bookings, or purchases, so you can refine your content strategy.

Next Steps

Rodney is now all set to launch his The Modern Author Conversion Podcast season, and in a few months, he’ll return to the spotlight to share how it’s gone. Make sure to follow along and see how the strategy plays out in real-time!

If you’re looking to take your own podcast to the next level and boost your conversions, don’t hesitate to reach out for some tailored support. After all, your podcast is a key part of your sales process – getting it right is essential for turning listeners into loyal customers.

You can check out Rodney’s services or connect with him on His Website.

Become a Guest

If you have a podcast, or are considering one for your business, then we’d love to chat with you about how to make it as profitable as possible. Go to OneStoneCreative.net/SpotlightGuest and fill out an application.

Level Up Your Podcasting with Solid Strategy

If you’re looking for support with your current or an upcoming podcast – the team at One Stone Creative is ready to help. You can book a free strategy session with Megan Dougherty right here, review our ongoing and seasonal production options, or explore our new podcast Sprints Program, where we’ll do all of the heavy lifting for a podcast season that drives your business forward.

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