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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?