That’s why when it comes to podcasting, it pays off to be deliberate. It’s easy to think you need a show simply because your competition has one, or without a clear reason. But without well-defined goals—or when you focus on the wrong ones—you end up producing unfocused content and wasting resources. 

I often see business leaders falling into one of three scenarios. Some believe they have clear goals, but those goals don’t align with their long-term business objectives—like leaders who think they need thousands of downloads to be successful. Others have a general idea of what they want but feel uncertain about how to achieve it. Finally, there are those who feel completely lost, unsure of how to define success or measure progress.

Whether your goals are unclear, misaligned, or simply missing, the result is the same: confusion, frustration, and a podcast that doesn’t deliver the impact you hoped for.

The good news? A successful podcast doesn’t require unrealistic expectations or complicated strategies. It just starts with clarity. When you know what you’re trying to achieve, you can create content that aligns with your vision and supports your business.

In this article, I’m going to share six common goals I’ve seen consistently deliver results for companies, but before I do so, let’s get two important matters out of the way: why goals matter, and what podcasts won’t do for your business. 

Why setting goals matters in podcasting (and beyond).

Most business owners I talk to get stuck in the weeds over tactical decisions: How long should an episode be? Should we use video or audio-only? What’s the best mic? 

While these decisions matter, they’re easier to make once you understand your overall goal.

Goals provide direction. They influence every decision, from content topics to distribution strategies. Without clear goals, it’s difficult to determine what success looks like and what KPIs you should keep track of.

What a podcast won’t do for your business.

There is a lot of misguided information online about what podcasts can and can’t accomplish, let’s clear up a few misconceptions. 

Here’s what a podcast won’t do:

• Be an easy way to create content. I recently read an article that claimed podcasting is “easy.” It’s not—at least not if you want a show your dream clients think is worth listening to.
• Attract new clients fast. Podcasts can attract clients, but not as quickly as other marketing methods. If you need new clients ASAP to keep your business alive, don’t rely on a podcast.
• Add a new revenue stream. While it’s possible to monetize a podcast, the companies I’ve worked with at Come Alive have benefited far more from avoiding ads altogether and focusing on promoting their own products, services, or events. Monetization can be a good strategy for individuals, but it’s not often the best choice for branded podcasts.
• Be a short-term investment. I once read an article that said, “even one episode can make a difference.” I laughed out loud. If you’re only planning to make one episode, you’re better off doing a webinar or guesting on someone else’s podcast instead.

Now that we’ve got that out of the way, let’s talk about what a podcast can do.

6 Common podcast goals businesses should consider.

Every business is unique, so your podcast goals should reflect your specific needs. That said, there are six common goals I’ve seen consistently deliver results for companies—and one common metric that you should stop worrying about:

1. Thought leadership.

Podcasting is one of the best ways to share your unique voice. In today’s AI-driven world, where generic content is everywhere, authenticity is more important than ever. A podcast allows you to dive deep into complex topics, share stories, and offer fresh perspectives that AI simply can’t replicate.

A great example of how brands can use podcasting to build thought leadership is the Building Cyber Resilience podcast. For this show, the B2B SaaS company Resilience paired two of its in-house experts, their Chief Risk Officer and their Chief Data Scientist, to talk to lead conversations about cybersecurity. These conversations support the business by showcasing the knowledge two experts have, which is incredibly difficult to replicate.

2. Relationship building.

Podcasts are great tools for forging meaningful connections—whether with potential clients, partners, or industry influencers. In fact, I’ve used my own podcasts to connect with people I wouldn’t have met otherwise. For example, when I ran my personal podcast, it opened doors to speak to some of the marketing experts I look up to, and this led to collaboration opportunities.

Similarly, one of our clients took this a step further by inviting key prospects as guests on their show. This turned the podcast into a strategic tool for relationship-building, strengthening their network while creating valuable content.

3. Brand awareness and differentiation.

Podcasting can set your brand apart by showcasing your brand’s authentic personality and expertise. Consider brands like GE with their sci-fi podcast or McAfee with Hackable. These companies decided to use their shows as an extension of their branding and positioning. Instead of providing pure value (like interview shows), they took a story-telling angle that gave their audiences something to talk about, amplifying their message.

4. Audience engagement and trust.

Podcasts build trust like few other mediums can. They’re intimate and personal, creating a sense of connection that’s hard to achieve with shorter content. According to Acast, 57% of consumers trust podcast personalities more than other types of creators. And research shows that many podcast listeners develop parasocial relationships with hosts and guests. 

I’ve experienced this firsthand with the podcasts I’ve run and with podcasts where I’ve been a host—like the time Arielle Nissenblatt invited me to guest on the Trailer Park podcast. When the episode went live, I received messages from a handful of listeners who resonated with the message I shared. All this goes to show that when you share your ideas and stories through authentic conversations, your listeners will feel like they know you.

5. Supplement internal processes.

Podcasts aren’t just for external audiences—they can be powerful tools for solving internal challenges. One of our clients used their podcast to support their sales and hiring teams. By interviewing customers about their experiences with the company’s software, they created content that improved onboarding for new employees and offered valuable resources for prospects.

Even with an average of 100 downloads per episode, the client considered the podcast a huge success because of its impact on their operations.

6. Generating leads or sales.

While podcasts don’t generate leads overnight, they can be incredibly effective over time when approached strategically. For one client, a coaching company, we produced a podcast that focused on building relationships with key leaders in their industry. The result? A steady pipeline of high-quality leads for their yearly in-person workshop.

Companies like HubSpot have also mastered this. Instead of monetizing the podcasts in their network through sponsors, they use them to promote their own products and services, making each show a valuable lead-generation tool.

What about downloads?

Downloads are one of the most misunderstood metrics in podcasting. Everyone thinks they need tons of downloads to be successful, but they don’t know why. The truth is, while the number of downloads matter if you’re selling traditional ads, they’re not the best measure of success for most businesses. 

Downloads don’t necessarily mean listeners engaged with your content, and chasing numbers can lead to frustration if it’s not aligned with your goals.

Think about it this way: would you rather have 1,000 downloads per episode with a 15% completion rate or 100 downloads with a 95% completion rate? The latter is more meaningful because it shows that your content is resonating deeply with your audience. Metrics like completion rates and listener engagement are far better indicators of podcast success.

How to define success for your podcast.

Now that you know what a podcast can do for you, you can start defining what matters to you and your company. When founders and CMOs reach out to me about starting a podcast, I always ask three questions:

1. What is your goal?
2. Who is your target audience?
3. Why a podcast?

From there, we establish what success looks like and how to measure it. While the metrics and KPIs differ for each business, here are three tips to help get started:

1. Align goals with business objectives. Your podcast goals should fit into your larger marketing or business strategies.
2. Focus on a limited number of goals. For the majority of our clients, the most common goals are increasing brand awareness, attracting quality listeners, and creating ROI opportunities.
3. Track metrics that match your goals. Make sure you use leading indicators (like engagement rates) to guide your progress and lagging indicators (like sales) to measure outcomes. I wrote a whole article about podcast metrics used to determine ROI, you can read it here. 

Wrapping up.

Podcasting is about more than jumping on a trend or chasing vanity metrics. It’s a long-term investment in building trust, authority, and meaningful relationships. By setting clear goals and aligning your efforts with your broader business objectives, your podcast can become a powerful tool for growth.

Now, I’m not saying you can’t succeed if you launch a podcast without a clear goal, but after 10+ years in podcasting, I can tell you the most successful shows take the time to get the strategy right before recording a single episode. 

If you’re ready to set intentional podcast goals and create a show that aligns with your vision, I’d love to help. Schedule a free discovery call to get started.

If you’re considering a branded podcast, the stakes are even higher—working with a full-service production company can range from $1,000 to over $15,000 per episode, depending on the podcast type. 

Naturally, companies want to know: what will the return on this investment be?

However, while some marketing channels like paid ads offer direct attribution and trackable ROI, podcasts are a different story. Unlike ads with trackable clicks, podcasts are consumed in ways that don’t provide easy data trails or clear-cut results. Attribution isn’t just difficult for podcasting—it’s a growing challenge across the content marketing industry.

Rand Fishkin from SparkToro captures this shift in his article about the challenges of modern attribution. With changes like privacy laws, Apple’s adjustments to cookies, the rise of ad-blockers, multi-device journeys, and zero-click consumption, the digital landscape has evolved. Gone are the days when every click and conversion could be perfectly attributed.

In this article, I’ll explain why direct attribution is so difficult to achieve in podcasting, why a podcast can still provide significant value for companies, and metrics you can use to determine if your podcast is generating results for your brand.

Why direct attribution is so difficult in podcasting.

Podcasts are unique because of how they’re consumed. Unlike a clickable ad or social media post, podcasting is primarily passive. People listen on the go—while commuting, working, or relaxing—often across various platforms. These interactions rarely leave digital breadcrumbs.

Additionally, podcasts are user-centric. While platforms like social media prioritize native content that keeps users within their ecosystem—which is easy to measure—people can listen to the same podcast episode in multiple platforms and ways. This flexibility is a strength for listeners, but a headache for marketers trying to track ROI.

The paths listeners take are also typically non-linear. A listener may discover a podcast, binge several episodes, and make a purchase months (or even years) later, leaving no obvious connection to the podcast.

Here are some examples:

• Scenario 1: A listener hears about your company’s product or service over multiple episodes. Eventually, they visit the company’s website and make a purchase. If they type the URL directly in their browser, this conversion will be attributed to direct traffic. If they search for the company on Google, the conversion will be attributed to the search engine. In both cases, the podcast inspired the purchase, but the conversion was attributed elsewhere because of how tracking works.
• Scenario 2: A prospect follows your company on social media and is intrigued by a program you offer. They notice your company has a podcast with related content, download a few episodes, and gain confidence in your expertise. Later, they purchase the program, but their decision remains untraceable to the podcast.
• Scenario 3: One of my EOA (Entrepreneurs’ Organization Accelerator) coaches learned about EO (Entrepreneurs’ Organization) through an EOS podcast. He eventually decided to join EO, but no one at EO or EOS would have known the podcast inspired him if he hadn’t shared that information with me directly.

These scenarios show that podcasts often influence behavior indirectly and over time, making tracking their impact more complex than channels with direct calls to action. Podcasts build interest and trust gradually, which can lead to conversions that are difficult to trace.

Why podcasts are still worth the investment.

Despite these attribution challenges, podcasts remain a powerful marketing tool. According to Edison Research’s 2023 Podcast Consumer Report, podcasts now have more listeners in the U.S. than ever, with approximately 89 million people tuning in weekly. If your audience is there, your brand should be, too.

From my 10+ years of experience, there are four benefits that are particularly important for companies:

1. Building trust and authority.

Podcasts provide a unique opportunity to establish authority and foster trust. Research by Acast shows that 57% of consumers trust podcast personalities more than other content creators. When we create podcasts for clients, our goal is to consistently deliver valuable content that builds trust with the audience while positioning the company as a thought leader.

2. Enhanced brand loyalty and recognition.

With a podcast, it’s not about telling your audience what your brand stands for—it’s about showing it. When we worked with Leading Voices in Real Estate , the podcast produced bi-monthly episodes with carefully chosen guests, sharing in-depth information and maintaining consistency for years. 

The results? Over 1.7 million listens, a 90% engagement rate, and a steady stream of speaking invitations and closed deals for the host.

3. Relationship-building.

Podcasts allow businesses to connect with listeners on a personal level. According to the research paper “Why People Listen: Motivations and Outcomes of Podcast Listening”, many podcast listeners develop parasocial relationships—a one-sided emotional connection—with hosts and guests. In my experience, I’ve seen this happen time and again, where the audience feels like they know the host and are more likely to engage deeply with the brand.

If you’re interested in learning more about how podcasting nurtures parasocial relationships and why these are so beneficial to companies, you can read the article I wrote about it here.

4. A unique voice in the age of AI.

In a world full of AI-generated content, podcasts offer a platform for authentic, unfiltered storytelling. Unlike AI, which can mimic style but not substance, your podcast showcases your brand’s unique voice, personal insights, and expertise. It allows you to dive deeper into topics and connect with your audience in ways other formats simply can’t match.

As I’ve shared in this article about why having a unique voice matters, a podcast is more than just content—it’s a way to build something truly human and original, setting your brand apart in an increasingly automated world.

These four benefits contribute indirectly to sales, customer retention, and long-term brand growth—even if they don’t have a clear dollar value attached.

So, what can you measure?

While podcast ROI may not be directly attributable, several metrics can provide insight into a podcast’s impact. These indicators, while indirect, help you understand the value your podcast brings to your brand and audience. 

Here are a 7 metrics I’ve found useful in gauging podcast success:

1. Download rates: Downloads reflect how many people have accessed your content, offering a general sense of reach. While we don’t rely on this as the primary metric, it can give you a baseline for tracking growth in listener interest.
2. Completion and engagement rates: High completion rates and replays indicate episodes resonate deeply with listeners. For example, when we worked with Scorpion (a marketing agency), The Sharpest Tool was getting over 100% engagement on multiple episodes, meaning listeners were going back and listening to the same episode again.
3. Audience demographics and location: This data helps validate alignment with your target audience. Knowing where your listeners are also allows us to tailor strategies for clients based on location-specific opportunities. For example, EOS has leveraged this for its annual conference and another client of ours leveraged it for their in-person training sessions.
4. Reviews and ratings: Positive reviews and strong ratings are a form of social proof, indicating that your audience finds value in your content. They can highlight what listeners love most about your show and help attract new audiences. While not a definitive metric, they’re a good signal of audience satisfaction and overall impact. When we worked on the At the Brink podcast, it received over 200 reviews and average rating of 4.8 stars over its two season life span. This social proof was helpful given the need to demonstrate “impact” to some of the show’s funders.
5. Direct listener engagement: Podcasts create opportunities for direct interaction with your audience. For example, Matt Slepin, host of Leading Voices in Real Estate and one of our clients, actively encourages listener feedback via email, generating meaningful conversations that validate the podcast’s influence. He literally shares his email in most of the show opening intros, and this leads to many people reaching out with positive feedback and stories. We’ve seen this create surprising opportunities and deeper connections.
6. Cross-channel interactions: If you promote podcast episodes through email, social media, or other platforms, track the traffic and engagement they generate. For example, a podcast episode linked in a newsletter might result in higher click-through rates or more website visits. These metrics reveal how your podcast amplifies engagement across channels. A great example is the Coach Factory podcast, their team shared their podcast content across their blog, a members-only area, social media and their newsletter. This way they were able to repurpose their show’s content on multiple channels and amplify their message.
7. Partnerships and opportunities: Podcasts can open doors to new collaborations, guest appearances, and business partnerships. Hosting meaningful conversations with guests often leads to long-term professional relationships or even direct business deals. I’ve used this with my own podcasts. In fact, I am currently working on two new partnerships for the Outdoor Sounds podcast. These opportunities highlight a podcast’s value beyond just audience metrics.

While these metrics may not provide a full ROI calculation, they offer meaningful insights into your podcast’s value. Tracking them can help you understand how your podcast contributes to your brand’s goals and overall success.

Reframing podcast ROI: long-term value beyond immediate returns.

Podcasts are best viewed as a long-term investment in brand authority and audience trust. Unlike short-lived ad campaigns, podcast success unfolds gradually, creating a loyal listener base that evolves into brand advocates over time. For companies looking to invest in enduring content, podcasts offer a content asset that builds cumulative brand impact and strengthens the entire marketing mix.
While attribution remains a challenge, the intrinsic value of a podcast can enhance a brand’s effectiveness in today’s complex digital landscape. If you’re ready to see what podcasting can do for your business, you can schedule a free discovery call with me.

It’s not that they didn’t have good ideas or great intentions—most of them were excited, even passionate, about the possibilities. But then reality hits. Podcasting takes time, resources, and expertise, and most in-house teams are already stretched thin trying to keep up with their day-to-day tasks. In fact, according to Amplifi and Podnews, 44% of podcasts never make it past the third episode. That’s not a random statistic—it’s a reality check.

I get it. You want full creative control, you’re worried about costs, and you think you can pull it off with your existing team. The problem is, more often than not, companies start their shows with absolute excitement, then they notice the work and friction, episodes get delayed, excitement wears off, and the project is abandoned. I’ve seen it happen time and time again.

So, what’s the alternative? Outsourcing. 

Hiring someone who doesn’t know your brand or industry might seem like giving up control. In reality, outsourcing your podcast production gives you the freedom to focus on what you do best while a team of experts takes care of the heavy lifting. You’ll free up your team, ensure you publish a high-quality show, and it might just save your podcast from the dreaded “podfade.”

Why in-house podcast production falls short.

In-house podcast production sounds great in theory—after all, you’ve got full control, you can move fast, and the communication is direct. But when it comes down to it, most teams realize they’re in over their heads with all the extra responsibilities: researching topics, scheduling with guests, shopping for equipment, recording episodes, editing audio, writing show notes, promoting the show.

What could go wrong? A lot, actually.

Producing a high-quality podcast that resonates with your listeners demands time—three something most in-house teams don’t have in abundance. And when your team is stretched thin, the result is delayed episodes, inconsistent quality, or worse, a complete halt.

That’s why the classic “Cheap, Fast, and Good” rule applies to podcast production. You can only pick two. And as a business, you always want your show to be good, otherwise you run the risk of tarnishing your brand’s reputation. So you’re left with two options. Want a great podcast done quickly? It’s going to cost. Want the same great podcast done cheap? It’s going to take forever, and there will be a steep learning curve.

Of course, you could hire all the experts in-house so you can own the process. I’m talking expert audio engineers, producers, project managers, writers, and designers. But as Rand Fishkin explains in his article “Why You Should Hire Agencies & Consultants (for everything you can)”, hiring agencies or consultants for specialized tasks makes far more sense than building these capabilities in-house. He even shares cost calculations comparing the options. Why spend time and money on hiring, training, and managing a team when you can outsource to people who already have the experience?

Nonetheless, in-house podcast production has pros and cons, and you are the only one who can decide what’s best for your business. 

Pros of in-house podcast production:

• Full control over the creative direction.
• Direct and immediate communication with the team.
• Potential cost savings if you already have the necessary skills or equipment.
• Easier integration with internal brand and marketing teams.

Cons of in-house podcast production:

• Significant time commitment across planning, recording, editing, and promotion.
• Requires investment in professional equipment and software.
• Steep learning curve for team members with no podcasting experience.
• High risk of inconsistent content or delays due to other priorities.
• Difficulty maintaining long-term quality and consistency without specialized skills.

While in-house production has its perks, it’s not the right choice for everyone. I, for the most part, recommend all businesses at least evaluate outsourcing your podcast.

5 Reasons to outsource your podcast:

1. Outsourcing your podcast gives you access to expertise and quality.

Podcasting isn’t just hitting “record” and hoping for the best. It requires balancing technical skills like audio engineering and editing with storytelling and strategic planning. You need a team that understands how to make every episode sound professional while delivering your brand’s message in a way that connects with your audience.

At Come Alive, we’ve been producing podcasts since 2016, and our team covers everything from audio engineering to narrative development. With multiple audio experts and producers on staff, we bring decades of collective experience. Additionally, we’ve spent years refining our podcast production process over hundreds of projects. So, when you hire a full-service podcast production company like ours, you’re not just getting technical skills—you’re getting the benefit of years of practice, diverse perspectives, and a streamlined process that’s been fine-tuned over hundreds of projects.

2. Outsourcing your podcast saves you time and resources.

One of the most underestimated aspects of podcasting is how much time it actually takes. It’s not just about showing up with a mic and talking for 30 minutes—it’s everything that happens before and after. Planning, scripting, recording, editing, distributing, and promoting all add up.

I’ve had plenty of conversations with business owners who’ve been meaning to start a podcast for years, but just couldn’t find the time. And it makes sense, an hour-long podcast can take anywhere from 2 to 50 hours to produce. And while it might seem like a huge range, it all depends on the podcast format and style you are looking for. 

For example, one of our long-term clients has been running an interview-based podcast for over five years. For every single episode, they have to:

• Identify and book guests
• Research the guest and craft questions
• Conduct the interview
• Handle rough transcriptions
• Provide detailed production notes for the editor
• Edit the audio and review the edits
• Create final transcriptions and show notes
• Post the episode to their media host and website
• Communicate with the guest and manage post-launch promotion

And that’s just for a simple interview format! I recently broke down the time it takes to run a company podcast in more detail here. And trust me, the numbers are no joke. 

By outsourcing to us, our clients free up their internal resources to focus on core business tasks. In fact, we can produce the same project faster because we have multiple people working different tasks simultaneously. This way you don’t have to worry about missed deadlines or subpar quality because we’ve got the team, the tools, and the experience to manage these kinds of projects without breaking a sweat.

3. Outsourcing your podcast grants you access to specialized tools and technology.

Professional podcast production companies have access to tools and technology that would be expensive and impractical for most in-house teams to invest in. We’re talking about thousands of dollars in software (Riverside, Descript, Adobe Suite, Pro Tools, Artlist, Epidemic Sound, to name a few) and tens of thousands in equipment for recording, editing, and composing. 

And let’s not forget: it’s not just about having the tools—it’s about knowing how and when to use them to get the best results.

Take one of our previous clients, Coach Factory, which is a sub-company of Motivations AI. Their leadership team was in the middle of restructuring and had a million things going on. They needed to launch a podcast quickly but didn’t have the bandwidth to do it in-house. Our team stepped in and got their heavily produced podcast up and running in just two months—far faster than they could’ve done on their own. 

Here’s what their CEO and VP of Learning had to say:

“One of the biggest benefits in working with Come Alive was getting the podcast up and running so fast. We would not have been able to do that on our own. You were invaluable in getting season 01 launched.”

— Shawn Hesketh, VP, Learning Strategy and Design

“Come Alive was invaluable in getting season 01 of the podcast done and launched. You allowed us to take faster steps forward. The benefit of hiring experts like you is you go from zero to 60 in three seconds instead of zero to 60 in three months. And when time is money, getting it done faster is a huge benefit.”

— Chris Lema, CEO

That’s the advantage of outsourcing. You get access to specialized tools and a team of experts who know exactly how to use them. Whether it’s creating custom sound design, composing original music, or handling complex edits, we’ve got the experience and the technology to produce high-quality content quickly and efficiently.

4. Outsourcing your podcast means you receive strategic guidance.

Successful podcasting means aligning your podcast with your larger business goals, ensuring every episode serves a purpose—whether that’s building brand awareness, generating leads, or nurturing relationships with your audience. This is where you can benefit the most, as long as you hire the right podcast production company.

The best podcast production companies don’t just handle the technical side. They also offer strategic guidance that aligns your podcast with your business objectives.

For example, when we work with clients, we don’t just focus on sound quality or editing. We start with the bigger picture: What are you hoping to achieve with this podcast? Who’s your target audience? What’s the long-term goal? We help our clients align their podcast strategy with their overall marketing and business strategies, ensuring each episode has a purpose beyond just filling airtime.

I’ve had many conversations with business leaders who hesitate to outsource because they’re worried they’ll lose control or that the production company won’t “get” their brand. But that’s the difference between a transactional vendor and a true partner. We take the time to understand your industry, your audience, and your goals, and we work with you to create a podcast that’s not just a show—it’s a valuable marketing asset that drives results.

And here’s the best part: while we handle the strategy and technical details, you remain the expert in your field. We bring our expertise in podcasting, and you bring your industry knowledge. It’s a partnership that ensures your podcast isn’t just another content piece, but a carefully crafted tool that advances your business goals.

5. Outsourcing your podcast provides consistency and scalability.

One of the biggest challenges in-house teams face is maintaining consistency. It’s easy to get excited at the start of a new podcast project, but as time goes on, other priorities take over, and suddenly the podcast is the first thing to get pushed aside. Before you know it, episodes are delayed or, worse, your podcast becomes another statistic—one of the 44% that never make it past three episodes.

Outsourcing helps solve this problem. When you work with a dedicated production team, consistency becomes part of the package. We set up a schedule, stick to it, and ensure that episodes are released on time, every time. No more scrambling to meet deadlines and best of all, you don’t have to put your project on hold because you simply don’t have the time.

Scalability is another huge benefit. As your podcast grows in popularity or your business goals evolve, your needs might change. Maybe you want to produce more episodes or experiment with different formats. Outsourcing makes this easy. For example, we worked with one of our clients to scale their podcast from a single show to multiple shows across different formats. And when Coach Factory needed 30 interviews conducted in just one month, we made it happen—something that would have been nearly impossible for an in-house team to manage.

Outsourcing gives you the flexibility to scale your podcast production without worrying about overburdening your internal resources. Whether you require more episodes, new formats, or faster turnaround times, a professional podcast production team has the capacity and experience to grow with you.

Wrapping Up.

Producing a great podcast requires time, technical expertise, and consistency—things that can be hard to manage with an in-house team. Outsourcing gives you access to a team of experts who can deliver high-quality episodes while freeing your internal resources to focus on what matters most: growing your business.

Ultimately, it’s about what’s right for your brand. If you’re ready to explore how outsourcing can help you create a podcast that stands out, we’d love to chat. Schedule a discovery call with us at Come Alive and let’s talk about how to bring your podcast project to life.

YouTube is one of the most popular (if not the most popular) podcast listening platforms, according to sources like Backlinko and Edison Research. As of June 2024, Spotify reported a quarter of a million video podcasts published on their platform. And many of the podcasts that have topped the charts this past year include a video component, including shows like The Joe Rogan Experience, Conan O’Brien Needs a Friend, and Drink Champs.

But does this mean you and your company should have a video podcast? Not necessarily. 

In this article, I’m going to talk about the 6 main challenges of creating video podcasts and the four ways our team is using video for our clients to better align with their goals. 

Do you really need a video podcast? 

First, let’s get clear about your goals and what you actually mean by “video” podcast. 

When most people say they want a video podcast, they describe it as a long-form, full-length video version of their podcast interview available on platforms like YouTube. 

However, whenever I drill down further and ask prospects and clients why they want this, most of them realize what they actually want is video presence and the discoverability it can bring. This is different from needing a full-length podcast interview. 

If you, like many people I talk to, think you want a full-length video podcast, this is a great moment to dig deeper. To begin, you’ll want to consider the 6 main difficulties of long-form video podcasts.

The 6 main challenges of video podcasts.

1. Video is more expensive.

I’m talking about video cameras and lens, lighting, background/studio, and production—all the gear you wouldn’t need for an audio-only show. This also includes the talent to run the equipment, toggle cameras, etc. It even includes the need for more robust data management. For example, video files can be 10 to 100 times larger than audio files, depending on file format, resolution, and compression.

According to Bradley Hope, the co-founder of Project Brazen, video could add “anywhere between $5,000 and $50,000 in costs, or between 2 percent and 20 percent” to your podcast project. 

2. Video is more work to produce.

You can edit and rearrange an audio-based show any which way you want. When edited well, no one will hear the difference. But with video, you can’t hide your mistakes and edits as seamlessly.

• Have to edit a bunch of “umms”? Your video will have jump cuts, or you’ll need to overlay B-roll. 
• Did your guest make a weird face or pick their nose? You’ll need to cut to the host. 
• Need to rearrange the order of the interview or piece together recordings from different days? So much for continuity. 
• And want to fix some mispronounced words with AI voice modeling? That’s definitely going to look weird on video.

3. Talking heads are boring.

The majority of top video podcasts have professional, in-person studios. I’m talking 5 to low 6-figure style setups where the guests travel to a different city—or even country—for the interview.

That’s significantly different from dealing with the average guest remotely.

You can’t control a guest’s environment. I’ve been surprised by many noteworthy figures with drab or distracting backgrounds, and even ugly bokeh video filters.

Unless you have a nice studio, and you’re inviting guests in, you might end up hurting the perceived quality of your brand.

4. Video is more intimidating.

I just had a friend tell me, “I hate recording video. It takes me forever. And I look stupid, like I’m reading a script. Just recording a conversation? I could talk all day. I think I’d really like it too.” 

Let’s face it, many people are uncomfortable recording videos. For whatever reason, sticking a mic in your face is more reasonable than sticking a camera in your face.

5. A video podcast (probably) won’t grow your YouTube channel on its own.

I’ve worked with many clients on leveraging audio and video podcasts together, and I consistently see two things:

• The clients who do well with a video podcast either go all-in with a proper studio, great equipment and production, and strategic promotion, and/or they already had a consistent YouTube presence and strategy before releasing the podcast.
• On the other hand, the clients who do not have an existing or consistent audience do not perform well.

In some cases, having low view counts is ok because the show’s goal is relationship building, not reach. But in most cases, people want to increase their views and discoverability with video.

6. Video and audio mediums follow different rules.

I’ve argued for a while now that audio has an unfair advantage compared to other mediums. Audio is consumed with your ears. It can be done while doing other things. And it’s more intimate because of its close proximity to the listener.

Video is consumed with your eyes, which suddenly puts it in competition with every other visual medium there is—think long-form video (YouTube, Netflix, Hulu, etc.), short-form video (YouTube Shorts, Instagram, TikTok, etc.), written content (articles, books, etc.), images (art, infographics, etc.), and even going outside to play with your kids!

Further, you can easily make a career out of video alone. There is so much to learn about the YouTube algorithm, video titles, thumbnails, length, format, etc. You could easily hire an audio and video expert to handle it well.

What to do when you still want a video podcast? 

Let me be clear: I’m not against video.

Video has a ton of positive qualities that brands can benefit from. But it’s important to understand your goals and use video the right way.

So if editing a long-form podcast isn’t the best decision for you, how else can you use video?

Here are 4 ways my team at Come Alive is helping our clients take advantage of video.

4 ways to leverage video in podcasting.

1. Use video segments for discovery. 

Podcast episodes (especially standard interview-style shows) cover all kinds of topics in a single piece of content. And Google/YouTube likely isn’t going to return the entire episode in a search query because it knows there is probably a better answer. 

But what if you edited out a single segment from the episode? Like the answer to one question? And then you repeat this for 3 or 4 other solid questions? 

Instead of publishing one 45-minute piece of generic content on YouTube, you could publish four or five short-form pieces of targeted content. For viewers, it’s far less intimidating to click on a 5-minute clip of why a platypus doesn’t have a stomach compared to a 45-minute video on the life of a platypus. 

If the segment is interesting and delivers on the intent of the viewer, you have a much higher chance of them checking out your podcast. 

Bonus tip: This video to podcast conversion is especially helpful when you’re trying to attract people who don’t already listen to podcasts.

2. Use short-form clips for promotion.

This is probably the most widely accepted use of video in podcasting at the moment. I’m talking about video clips, shorts, audiograms, and the like. But like most other mediums, it takes work to standout. 

You might be tempted to speed up the process with an AI “clip grabbing” or “clip selection” tool. However, at the time of writing this, the tools still have much to be desired, even if they’re improving. For the most part, AI selected clips are often edited in weird places, lack context, and just aren’t interesting. Instead of using AI and generic repurposing, the people who thrive are intentional.

Bonus tip: Use text overlays and captions to help with silent scrollers. Use engaging visuals to highlight important ideas and points. Use hi-res images and strong composition to make images standout. 

3. Publish select episodes to video. 

I recently completed Jay Clouse of Creator Science’s “Podcast like a YouTuber” course. In it, he discusses a variety of helpful information, including the fact that it takes a lot of work to create a video podcast. 

The solution? Only turn select episodes into videos. 

This is especially helpful if you’re releasing a weekly podcast or have budget restrictions. By releasing only some episodes in video version, you can spend more effort making fewer, higher-quality videos that achieve the same goal(s) than a bunch of videos, and it will require a lower time and money investment. And depending on your timing, you can also see which audio episodes are performing the best and turn those into video versions.

4. Use looping animations for long-form.

I’m a big fan of the Chillhop music scene (Chillhop Essentials Fall 2021 is one of my go-tos) and they often have long, 60+ minute videos featuring a variety of songs. 

But instead of static cover art, they frequently use animated loops as visuals. Think 1 to 3 minute animations that repeat for the length of the video. 

With an approach like this, you give the audience something pleasing to watch that doesn’t need to be watched. You’re able to have a professional, long-form video presence without the added challenges. 

Wrapping up.

There often isn’t a “best” way to approach podcasting, but certain formats and tactics will perform better than others. While video podcasting continues to grow in popularity, it doesn’t mean your show needs to follow the trend. It’s better to evaluate your goals and determine what is the best way to leverage video for your show (if at all). 

Still on the fence about whether you need video or audio only for your show? Schedule a free 45-minute strategy session with me if you’d like the insights from someone producing podcasts for over a decade. 😎

The big question is: How do you become a thought leader?

Most people talk about it, but few do it right. They churn out content that fails to make a lasting impression. Or even worse, they enlist the help of AI writing tools and fill their websites and social media profiles with generic and canned material that only adds to the clutter. This is definitely not the way to become a thought leader.

If you want to lead the way and truly connect with your audience, you need to break through the noise.

Enter podcasting.

When done right, a podcast is more than just a show—it’s a powerful tool for building authority, strengthening relationships, and highlighting the attributes that make you such a great answer to your dream client’s problems. It’s not about shouting, “I’m a thought leader!” or becoming famous—it’s about consistently delivering value that resonates with your audience.

In this article, I will explain why thought leadership is so important, how you can use podcasting to build thought leadership, and how this fits into a broader marketing strategy. By the end, you should have a clear idea of what podcasting can do for you and your business.

What is thought leadership, exactly?

In simple terms, thought leadership means becoming the go-to person for information and guidance in your industry or field. For coaching and training companies, this means leading the conversations that matter most to your clients—whether it’s personal growth, business strategies, or leadership techniques.

Thought leadership can come in many shapes and sizes, as what you are doing is sharing your ideas at scale with people who might be interested in them. 

Here are some examples:

• Writing & research: books, articles, white papers, newsletters.
• Public speaking: interviews, conferences, webinars.
• Social media: YouTube videos, LinkedIn posts, industry-specific groups.

Why thought leadership matters for coaching and training businesses.

The coaching and training space is an industry that relies on trust. Your clients and prospects need to feel confident that you can help them reach the outcomes they are looking for. By sharing valuable insights regularly, you establish credibility, share your expertise, and build trust. Over time, your thought leadership initiatives can open doors to speaking gigs, media features, and industry collaborations, helping you reach a wider audience. 

I’ve experienced this firsthand. 

Back in 2012, my wife, cousin, and I launched a board game publishing company. We had zero industry credibility, so we decided to start a podcast interviewing board game designers and experts as a way to build our network. Over time, that podcast turned us into recognized authorities. What started as three people chatting about games in my basement became a respected show, earning a spot on The Dice Tower Network, the biggest podcast network in the space.

5 Ways podcasting helps you position yourself as a thought leader (when done right).

1. Podcasting can build authority through association.

When you host recognized experts on your podcast, you naturally align yourself with their credibility. You’re borrowing their authority while also giving your audience valuable insights. Inviting high-caliber guests not only elevates your show but also reinforces your status.

Take Leading Voices in Real Estate, one of our clients, as an example. By consistently featuring top-tier guests, Matt Slepin, the host, has garnered over 1.7 million listens and a 90% engagement rate. His podcast has become a trusted resource for industry professionals, cementing his position as a leading voice in the real estate space. 

Another great example is the Coach Factory podcast by Motivations AI. When they approached us for help, their goal was to launch a podcast to promote their personality assessment tool. Given their expertise in the coaching space, we decided to leverage their network and develop a dynamic show with multiple interviews, that connected them directly with their ideal customers. By featuring coaching experts in their show, Coach Factory became a go-to resource, boosting Motivations AI’s authority in the market. And within three months of being live, we had major players in the space asking to be featured.

2. Podcasting builds intimacy with listeners.

Podcasting offers a level of intimacy that other mediums can’t match. It’s personal and conversational—like having a direct one-on-one conversation with your listeners. This sense of intimacy helps to build trust and loyalty over time.

One unique aspect of podcasting is the voice itself. Unlike text, where tone can sometimes be lost, podcasting lets your voice convey nuance, emotion, and authenticity. Video can help, too, but if you’re uncomfortable in front of the camera, audio offers a casual, low-pressure format that allows you to connect with your audience.

Listeners also tend to form parasocial relationships with podcast hosts—a one-sided emotional bond. In fact, the research paper  “Why People Listen: Motivations and Outcomes of Podcast Listening” details how impactful these types of relationships are for listeners. This sort of intimacy positions you as a trusted advisor in your field, and by sharing your thoughts, stories, and expertise, listeners start to view you as someone they can rely on for advice and insights.

3. Podcasting allows you to share YOUR unique voice.

Podcasting is one of the few platforms where you can fully express your opinions, insights, and experiences without the constraints of word counts, brevity, or SEO keywords. It allows you to dive deep into complex topics, share stories, and offer a fresh perspective on the issues that matter most to your audience.

Most importantly, in a world where anyone can use AI to create loads of generic content, your podcast remains uniquely yours. AI can replicate a lot of things, but it can’t replicate your essence—the things that make you, you. No matter how much training and learning it does, AI is AI, and you are you. And by sharing your personal journey and opinions, you create content that is uniquely yours—something that no algorithm can copy.

4. Podcasting helps you stand out in a crowded market.

The coaching and training industry is incredibly competitive. Many businesses are vying for the same audience’s attention, often using similar marketing tactics. Podcasting can give you a unique edge. By sharing your perspective and expertise in an authentic and engaging way, you can differentiate yourself from the crowd.

From a branding standpoint, it’s about standing for something and making an impact. As one of our clients recently told me during a meeting, “It is difficult to put metrics to creative work… You could see how many times someone watches, downloads, or listens to a podcast. But what I measure is how people feel and talk about the brand. It ends up being more qualitative than quantitative.” When you produce meaningful content that resonates with your audience, you generate excitement and build a following beyond metrics.

Going back to the Coach Factory podcast I mentioned, we knew the competition in this space was fierce. The most recognized coaches already had a podcast of their own, and they were selective about how they spent their time. But thanks to thorough research and planning, we were able to create a podcast that resonated deeply with the coaching community. Within three months, the podcast became a sought-after show, with major players requesting to be guests.

5. Podcasting helps you build trust.

Unlike written content that can feel polished or over-edited, podcasts often come across as more authentic. Even when parts of the show are scripted, the candid nature of a conversation builds trust with your listeners.

A study by Acast found that 57% of consumers trust podcast hosts more than other types of content creators. This trust is invaluable, especially in an age where audiences are becoming increasingly skeptical of traditional marketing tactics. When you speak passionately and knowledgeably about your field, listeners start to see you as a genuine authority—not just someone trying to sell them a service.

Take my board game podcast as an example. The board game industry has some notable national conferences—Origins, Gen Con, and BGG Con, to name a few. We couldn’t attend a given conference on two occasions, and we mentioned it on the show. Within three days of the episodes going live, I received emails from our listeners who lived close to the conference, offering for us to stay at their house. One guy even specifically mentioned clearing it with his wife! 

You don’t invite just anyone into your home. That kind of relationship is built on trust, and podcasts are the perfect platform for fostering it.

What about long-term brand positioning?

There is one thing I need to clarify, podcasting isn’t a quick-fix marketing tactic—it’s a long game. In fact, I’ve written about this before on LinkedIn. By consistently producing high-quality episodes, you build a library of valuable content that your audience can return to again and again. The more episodes you release, the more touchpoints you create for your brand. And it takes time to build this. 

A great example is the work we’ve done for EOS Worldwide^®. Instead of focusing on just one podcast, we helped them launch several shows, including We Run On EOS^®, Rocket Fuel, Strong in Six, and The EOS^® Life, and we also helped them repurpose an older audio project into Focus & Vision. Each podcast covers a different aspect of the brand, creating a network. This has led to rapport building with EOS Certified Implementers^® and listeners, and cross-promotion opportunities. This kind of long-term brand positioning has a compounding effect, and as a result, they’ve remained at the top of Apple’s podcast charts for over 100 weeks.

Producing your own vs. guesting on other podcasts.

While producing your own podcast allows you to control the narrative and build a loyal audience, guesting on other podcasts can be equally beneficial. It allows you to borrow other people’s audiences and expands your network in ways you can’t always achieve on your own.

For instance, Meet Edgar, a SaaS company, generated over 1.25 million visitors and more than $329,000 in monthly recurring revenue just by guesting on other people’s podcasts. It’s a powerful way to build relationships and grow your reach without the full commitment of producing your own show.
Of course, producing your own show can also lead to gains. Some years ago, I ran a personal podcast with the goal of creating networking and collaboration opportunities for Come Alive. Thanks to my podcast, I had the opportunity to interview 100 guests—at least 75% of them were with people I would otherwise never have had a chance to talk to. I’ve been invited to guest on over 20 podcasts to share my message. I’ve received advance book copies of books and thousands of dollars worth of software, which I’ve used to improve what we do at Come Alive. And I was invited to guest on a Simplecast webinar to discuss this very topic.

Wrapping up.

Podcasting is more than just talking into a microphone—it’s about being intentional with your content, your guests, and your goals. Whether you’re producing your own show or guesting on others, podcasting offers a unique opportunity to position yourself as a thought leader, connect with your audience, and stand out in the crowded coaching and training space.

If you’re ready to start your own podcast or need help elevating an existing one, you can schedule a discovery call with our team today. Let’s talk about how we can help you create something that truly resonates.

1. You are an individual looking to start a personal podcast and want an estimate of the costs.
2. You represent a company and want to know what hiring a podcast production team costs.
3. You are a podcaster, and you want to know what to charge.

Those are significantly different points of view, but all answerable. I’ve organized this article to address each scenario, taking into account the most important variables for each. 

Feel free to use the table of contents on the left to navigate to the right section.

Scenario 1: Individuals interested in starting their own personal podcast.

The do-it-yourself approach.

There are many ways a podcast can benefit your personal brand, from increasing your authority, scaling your ideas to reach more people, and even building or strengthening your network. Whatever your goal is, there are 5 factors you’ll need to consider before deciding if you can afford to launch the podcast you envision.

1. Equipment
2. Self-production
3. Hosting
4. Promotion
5. Personal time

Let’s go over each factor in detail.

1. The cost of podcast equipment.

Free to $2,000+.

Podcast setups can vary dramatically. Some experts recommend getting started with whatever equipment you have at hand, like a free recording app on your phone or the built-in microphone on your computer. Others will tell you to go all out on fancy mics, audio interfaces, and more.

As a musician and podcaster with over 10 years of experience producing shows, I recommend investing at least $100 into a good USB mic and maybe a little more into improving your recording space. For reference, my first personal setup cost about $800, and the setup I use now for personal and client shows costs just over $2,000. My field recording setup is roughly $1,800 and is separate from the studio setup. The starter setup I recommend for new podcasters—the same kit we mail to all our clients—is roughly $500 and includes a mic, digital recorder, stand, cables, and SD card. There are plenty of options.

For a full list of my recommendations, you can read the Podcast Equipment: The complete guide over on my personal website.

2. The cost of self-production.

Free to $799 + your time.

The next thing you need to account for is producing your podcast. By this, I’m talking about editing, leveling, and mixing audio files for audio-only podcasts. If you are interested in launching a show that is both video and audio, you will have to contemplate additional resources. Again, lots of variables here, but the two main things you’ll want to account for are software costs and time costs.

The first option you have is simply not editing your show. I know some people who record an episode and post it directly to their podcast feed as it is. I do not recommend doing this because the quality of your show will likely suffer. However, it is an option if you’re looking to produce your show for free.

If you prefer a higher quality, edited show, keep on reading.

Podcast production software.

Many options exist, ranging from free to several hundred dollars. Consider any of the following:

Audacity | Free

Audacity is a free audio editing software that works for nearly all beginning podcasters. It has limitations if you want to do more complex work, but it’s a great option for at least 90% of your needs. Personally, Audacity is how I got started back in 2012, and it’s still what I use a lot of the time for basic projects where I need to add bumpers or do quick clean-ups. It’s also a good option for people who want to start editing in a digital audio workstation (DAW) instead of text-based options like Descript.

Adobe Audition | Monthly subscription

This is a step up from Audacity in terms of quality and capabilities, but it comes with a subscription fee. At the time of writing this, the cost of Audition is between $22.99 and $34.49 per month, depending on the plan you select. I use Audition for the more complicated projects I need to work on, or when working in tandem with Adobe Premiere (video editing software).

Descript | Free to monthly subscription

This offers an alternative take on editing that’s actually quite unique. It allows you to edit audio by editing the text transcript, similar to editing a Word document instead of an audio file. Their plans currently range from $0 to $40 per person per month. Our producers regularly use Descript to structure and arrange episodes, which they can later export into more robust editing software like Pro Tools. I also have to add that their AI Underlord features have really improved over the last year.

Pro Tools | Monthly or annual subscriptionYou won’t get any better than Pro Tools when it comes to audio engineering. This solution is best for people who are music composers as well as podcast producers. Their prices currently range from $34.00 for monthly subscriptions to S299 if you prefer an annual fee. I don’t personally use Pro Tools, but it’s what our team uses. In fact, two of our audio engineers used Pro Tools to create At the Brink (Check out False Alarms or Hibakusha—probably my two favorite episodes of the series).

Factoring in your time.

If you plan on self-producing your show, don’t forget to factor in the time it takes to edit an episode. Variables for this include:

• Length of the episode.
• Quality of the recording.
• Format of the show (solo, interview, narrative, or hybrid).
• How much you struggle with perfectionism.

Generally speaking, our team estimates that editing an interview-based show will take 2x to 4x the length of the show. For example, a 30-minute interview could take between 1 and 2 hours to edit. Keep in mind that it might take even longer if you’re new to editing.
And if you are editing a narrative show, plan on spending much more time. Narrative shows can easily take 10x to 50x the length of the final edit to produce. If you want more details, you can check out my article on how much it takes to run each type of show. It will help you plan appropriately.

3. Hosting costs.

$5 to $99+ per month.

Once your podcast is ready, you need to put it on the internet. Just like this website lives on a server (Siteground), your podcast audio file (likely an MP3) needs to live somewhere. There are many companies in this space, and I’ll save you the time by saying there is no good free option (trust me, I’ve looked). The factors you’ll want to consider include uptime, reliability, speed, openness, and analytic capability.

The following are popular choices:

Libsyn. This is what I used when I first started. The interface is a bit dated, but it’s dependable. Plans range from $5 to $150 per month.

BluBrry. Another veteran player. I have one client currently using Blubrry. They are known best for their analytic tracking. Plans range from $10 to $20 per month.

Transistor. This company is newer to the space but is doing well at targeting the creative and entrepreneur communities. We don’t use Transistor at Come Alive, but many of my friends and peers do, and it’s a great service from everything I can tell.  Plans range from $19 to $99 per month, and they have add-on options ranging from $5 to $20 per month if you are interested in getting transcripts.

Megaphone. This is the other media host that my company uses. One main feature is dynamic advertising. For example, instead of hard-editing an ad or sponsorship straight into your episode, Megaphone’s technology allows you to choose the placement and serve the ad based on variables such as date ranges or your listener’s geographical location. Megaphone’s plans start at $99 per month.

4. The cost of promotion.

Free to $$$$.

This is a tricky one to put a concrete number behind. You have a lot of services and processes at your disposal. Let’s assume you want to manage your show’s marketing completely by yourself, and you are going to focus on the basics. Here are a few options:

Repurposing episodes into written pieces | Free
To get the maximum amount of use out of any episode you create, you can consider repurposing it into different formats—like show notes and blog articles. If you have enough spare time on your hands, you can do this yourself to expand the reach of the content you create.

For example, we create show notes for all the episodes we produce for our clients at Come Alive. Our show notes contain a title, a short episode description, quotes, and full notes with links to relevant resources. This text can then be reused in multiple ways. For example, the short description might become a blurb on the podcast website or the description text for podcast apps like Spotify and Apple. Some clients use the quotes in social media images and audiograms to promote the show. The point is, once you create your podcast, you should try to distribute it as much as possible on different channels.

AI has made content repurposing way easier than it was in the past. However, boring content will still be boring at scale. You must take the necessary steps to create a strong show and have a human using the AI to create noteworthy content.

Transcriptions | Free to monthly subscription
Transcriptions help make your podcast episodes more accessible for people who can’t listen, and, in some cases, they can also help with SEO. The main variables with transcription services are automation, accuracy, and dependability. We’ve tried many options at Come Alive and have settled on a mix of Descript for rough transcripts and Rev for professional ones. This space continues to evolve; as it does, we’ll continue testing different services. Rev subscriptions range from free to $29.99 per month, depending on the audio minutes you need transcribed.  It’s a little pricey, but we don’t have the time to deal with the slow delivery speeds and inaccuracies that come with other cheaper options.

Social media graphics | Free to monthly or annual fees
Again, if you have the time, you can opt for a tool like Canva to create images to promote your podcasts. Canva has a variety of plans, and the options currently range from free to $30 per month per user. They also have various free templates you can tailor to your needs and will do when starting out.

You can also find plenty of AI tools that are blowing up in this space, like Midjourney. However, If you are serious about your show, I suggest hiring an independent designer to help you create your podcast branding and even a set of templates you can use for promotion on social media.

Audiograms | Free to monthly or annual fees
Headliner is one of the most popular tools to create those animated audio videos you’ve probably seen a lot of. You know the ones, they typically have some podcast cover art and the little squiggly line when you hit play. The idea is to feature an interesting snippet from the podcast to get people interested.
Other options include Wavve, Descript (which we use for the most part), and many media hosting companies offering these features. Even Spotify and Apple are allowing for the creation of audiogram-style content.

Guest appearances | Free to a few thousand dollars
One of the best ways to generate awareness for your podcast is by guesting on similar podcasts. You can do this by contacting other podcasters or hiring services like Interview Valet and Lemonpie to handle it for you. This is one of the most effective ways to promote your show, but it’s also one of the most difficult to do well.

5. The cost of your personal time.

Priceless.

Remember the old Mastercard commercials? Podcast equipment: $500. Editing software: $30 per month. Your time spent trying to figure out everything: priceless.

What is your time worth to you? Don’t overlook this too quickly. Podcasts take time to produce. Probably more than you think. If you genuinely want to edit your show, go for it. However, if you are trying to edit your own show to save money, you might be doing yourself a disservice if your time is better spent somewhere else.

Personally, I believe there are 3 kinds of work:

1. Work that only you can do.
2. Work that someone (not you) can do.
3. Work that can be automated (software).

Like anything you want to accomplish, it will require a balance of money and time. If you are on a budget, plan on spending time to get a podcast started. If you have the funds, it would be worth spending some money to hire someone to help you.

P.S. I love the topic of prioritizing and delegating because it’s something we can all improve. If this is a topic you’re interested in, check out books like The One Thing by G. Keller (for individuals), Traction by G. Wickman (for business owners), or even The 4-hour Work Week by T. Ferriss (for the individual or business owner).

Scenario 2: Individuals and companies who want to hire a podcast production team.

The done-with-you and done-for-you options.

So, you want to hire someone to help you create a podcast for your business but don’t know what to expect. Perfect! This is my favorite area to discuss because it’s the one I understand the most, being a production company ourselves. Like everything else so far, you have some options. 🙂

The first thing you need to do is decide what kind of help you want. This depends largely on how much or how little you know about producing a podcast, what services you’re looking for, and how much time you want to dedicate to the process.

You can receive help in three different ways:

1. Full-service podcast production.
2. Technical solutions.
3. Consultation and/or education.

1. Full-service production.

$$$$$ to $$$$$$

This is the best solution for people or businesses who want a podcast without all the work. True full-service solutions can take your ideas and create a successful show. The best services will help with everything from concept to branding, production, and promotion.

Expect to pay anywhere from $1,000 to $15,000+ per episode, depending on the type of podcast you are producing (solo, interview-based, narrative or story-driven, or hybrid). 

I know what you’re thinking. These numbers sound crazy, but there is a huge difference depending on the types of shows, so don’t worry just yet. I recently heard a producer of a very popular series say that their multi-episode series cost north of $500K to create (This was at a Podcast Movement breakout session).  

High costs for episodes aren’t the norm, but they’re very possible. Ultimately, when you work with agencies and teams that are experts in podcast production, they’ll have the experience and evidence to prove the value of a great show (Like we do 😉).

2. Technical solutions.

$$$ to $$$$

Best for those needing help with specific parts of the process or with smaller budgets. This is an excellent option for people who want to transition from producing their own shows entirely to handing off some responsibilities to someone else. This generally involves hiring one or multiple freelance experts who specialize in the tasks you need help with.

Technical solutions typically cost between $200 to $2000 per month, with the sweet spot being around $$750 to $1200 per month, but will vary depending on the type of help you are looking for. The most common tasks to outsource are editing, show notes, transcripts, and promotional items. 
If you’re evaluating hiring someone to help you with technical solutions, make sure you do your due diligence to make sure the agency or individual you work with knows what they’re doing—I share some tips on how to choose a podcast production company here. And keep in mind that by delegating some tasks, you will only get some of your time back. You will still have to manage the project and make sure you are getting all the pieces you need from everyone you work with on time.

3. Consultation and education.

$$ to $$$$

This is the best option for those who have time AND want to learn. Courses and education come in all different shapes and sizes, from group experiences and one-on-one coaching to PDFs, books, videos, and live calls.

Podcasting courses and education can cost anywhere from a few hundred to several thousand dollars, depending on the level of support and the results being offered.

A couple of tips on deciding what kind of help to hire.

Making a decision on the level of support you need for your podcast is a tricky topic, and I feel for the individuals trying to figure this out on their own. Here are a couple tips to consider when evaluating help:

• Time vs. money. Which is more valuable to you right now? If you’re part of an established business and have a budget, hire the best help you can afford. A talented full-service production agency will make it worthwhile for you. If you’re tight on cash and just getting started, try to find a technical or educational option that helps solve your biggest pain point(s).
• Buyer beware. Between the popularity of podcasting and people looking for alternative sources of income, a lot of new individuals and companies are entering the scene. Not all agencies are created equal. Do your homework. Review the articles, work, and testimonials of the person or agency you are evaluating before entering into a contract. Talk to them about your project to see if they are a good fit.

Scenario 3: Podcast producers who want to know what to charge.

The do-it-for-others option.

I often meet young editors or even producers who are entering the space and want to know how much they can charge for their services. The truth is, I’ve seen podcast professionals making anywhere from $16 to $300 an hour, depending on the job they are doing. Like everything else I listed so far, there are many roles and variables to consider.

Understanding roles and services.

The first thing to understand is the different roles and services you can provide for others. Check out Podcast Taxonomy for a full list of the different roles a podcast fulfills, with the most common descriptions for each one.

Some popular roles include:

• Executive Producer
• Producer
• Host
• Audio Engineer
• Audio Editor

This includes several factors:

• Your Skill
• Your Credentials
• Your Credibility
• Your Testimonials
• Your Expertise

This includes several factors:

• Your Skill
• Your Credentials
• Your Credibility
• Your Testimonials
• Your Expertise
• Your Team

Understand the value of what you offer.

What do you actually offer? How good is the quality of your work? What problems do you help your clients solve?

These are some questions you’ll have to ask yourself when you get started. 

There are significant differences between someone who is a junior editor, an audio engineer, and a music composer or sound designer. I pay people who can mix, master, add sound design, and write music for our narrative podcasts more than I pay people who rough edit interviews or pull raw selects. I also handle different budgets based on the client we’re helping and the value we’re creating for them.

Having a foundational sense of your abilities and worth in a given market or role will help you understand what to charge. Take the following into account:

• Your skill level.
• Your credentials and expertise.
• Your credibility and testimonials.
• Your team (if you have one).

Understand how to charge.

There are a lot of resources online that talk about how to set rates in much more detail than what I’m going to offer here. It’s a much bigger topic than just podcasting. However, here are a few tips to help you decide on your price.

• Compete on value, not price. There will always be competitors who charge less (and more) than you. Instead of focusing on the cost of others or allowing your prospect to haggle on price, focus on the value that your work delivers and be ready to prove it.
• Focus on the result and the audience. Clients aren’t paying you to just edit a podcast. They are paying you to take care of a pain point or achieve a result, and if you specialize in their niche, it will earn you plus points. Keep that in mind.
• Be clear about what you do. Review the Podcast Taxonomy and understand what role you fill. You’ll attract more of the right clients by properly marketing yourself.
• Avoid charging hourly. It’s important to understand how long a job takes you but try not to charge by the hour. When you charge by the hour, you are penalized for improving and becoming more efficient because you’re able to do the job better and faster. Instead, try to charge flat rates like by the episode or the season instead.
• Charge more than you think. Most of us charge less than we should. For example, if you are really busy, you probably have a high demand. Raise your rates to a point where you’re at least a little uncomfortable, and see how new clients respond. This will help you find better quality clients and earn more money.
• Hearing “no” is okay. This one is simple. If everyone you pitch to is saying yes, your rate is too low, and you’ll probably end up with some clients you don’t like working with.
• Price fairly. Despite what I said above, you need to be fair. As an employer, I try to find a balance between paying fairly and being charged fairly. If a person’s rate is too high or the quality of their work isn’t up to the expectations, I will find someone else to do the job.

“Pricing (specifically in a service-based business) is a conversation about value—not cost. If you take the time to explain why you charge what you charge, you make it simpler for the client on the other end to understand why you’re the best possible option.”

Kaleigh Moore, Freelance Writer

Other resources for pricing your services.

Profit First by Mike Michalowicz is a super helpful book on pricing and profitability. The Futur’s Pricing Design Work & Creativity and Stop Charging Hourly are two excellent videos on the philosophy of pricing.

Wrapping it up.

There is no “right price” when it comes to creating a podcast. The situations and variables are plenty. Regardless, I hope this article gave you a better sense of what to expect. Prices can vary a lot. It’s important to trust the people you’re going to work with and have a sense of what you can spend before you get started.

If you have any questions, feel free to reach out via our contact form or connect with me directly on LinkedIn. Last, if you’re looking for a production partner and like what you’re seeing, check out our services page to see if we’re a good fit.

Clients invest in you and your programs because they are confident you can help them grow. In fact, PwC’s 2024 Trust Survey shows that 46% of US consumers are more likely to buy from companies they trust, with 28% even willing to pay a premium price for it. 

This is why relationship marketing is so important for coaching and training companies. It’s not just about acquiring clients, but about nurturing and sustaining long-term relationships that drive loyalty and advocacy. And podcasting is one of the best mediums to do just that.

In this article, I will cover:

• The unique challenges coaching and training companies face when marketing their services.
• What relationship marketing is and how it’s different from traditional marketing.
• Why podcasting is a great way to build and strengthen relationships.
• And seven ways you can use podcasts to connect with clients at every stage: acquisition, retention, expansion, and reactivation.

The unique marketing challenges of coaching and training companies.

When you’re selling expertise and transformations, credibility is everything—clients need to trust you right from the start. But unlike quick-fix products, coaching takes time, effort, and commitment from both sides. That’s not an easy sell.

Traditional marketing often misses the mark here. It’s hard to convey the depth of what you offer in a brief ad or social post. It’s just like college billboards—you know, the ones that feature smiling students and a catchy phrase about the future. They’re vague and inspirational. Sure, they might drive awareness, but who ever chose a college based on a billboard? 

The same thing happens with coaching. Clients aren’t going to spend thousands of dollars on your services because of a Facebook ad they saw twice. They’ll choose you based on the trust you build with them over time.

So, what exactly is relationship marketing?

Relationship marketing means building and maintaining long-term relationships with clients. Instead of quick, one-time transactions, it focuses on ongoing engagement that increases customer lifetime value. But it’s not a one-way street. It also helps you deliver more value to your clients and prospects in every interaction.

While relationship marketing has many benefits, here are the top three from a business perspective:

1. It increases client loyalty. When clients feel valued and understood, they’re more likely to stick around and finish your program, which leads to a higher success rate for them and for you.  
2. It increases customer lifetime value (CLV): Strong relationships naturally lead to more repeat business and upsell opportunities, increasing the return you get from every client you acquire. 
3. Better brand reputation: When companies excel at building strong client relationships, their clients become advocates, spreading the word about your business. 

For example, one of the earliest shows we produced was a podcast for an e-commerce SaaS company. In this show, we interviewed many of the company’s first clients to capture some of their success stories. As a result, clients felt heard and appreciated by the brand. At the same time, we were able to use their positive stories to help our client build a reputation as an e-commerce authority. This is just one example of how podcasting can help businesses grow. 

So, how do you put this into action? In short, it’s about making clients feel special and cared for. If you need some ideas, here are a few relationship marketing tactics you can try:

• Loyalty programs.
• Special promotions on important dates like birthdays and holidays.
• Access to exclusive content.
• Community-building and events.
• Personalized interactions.

Podcasting: a perfect fit for relationship marketing.

Now that you know how relationship marketing can benefit your business, let me tell you why podcasting is a perfect fit—we might be biased.😉

Podcasting offers a personal and intimate way to connect with listeners. Unlike traditional marketing channels, it allows you to speak directly to your audience—it literally puts you in their ears—creating a sense of closeness and familiarity that’s hard to achieve elsewhere. 

I’ve personally built countless relationships through podcasting. One of the most memorable is a friendship that has lasted over a decade thanks to the podcast I launched back in 2012 when I ran a board game company with my wife and my cousin. One of our listeners started listening to our show during his honeymoon, and he and his wife connected deeply with what we were doing. Twelve years later, despite living on opposite sides of the world, we still keep in touch. In fact, this friend has even referred some clients for Come Alive, and it was one of the reasons I joined the EO Accelerator program which has helped me grow my business. 

Beyond the personal connection, podcasting allows you to showcase your expertise, share client success stories, and provide valuable insights, positioning you as a thought leader. And here’s podcasting’s real advantage: it is still a relatively untapped medium in a world dominated by visuals, meaning they cut through the noise more effectively.

I recently had a conversation with one of our clients, Pam Kosanke from EOS^® Worldwide. She hosts one of the many podcasts the company publishes, and I asked her why they decided to make podcasting part of their strategy. Her answer was, “We are a help-first company that has a lot to share and to give away. And we do that through an incredible volume of published information, but people learn in different ways. So there was an opportunity to help tell our story and share our knowledge with the world through audio and video.”

As you can see, podcasting is a great medium for companies that place relationships with their prospects and clients at the top of their priorities. But what does this look like in practice? How do you turn a podcast into a relationship-building tool?

Keep on reading, and I’ll share seven ways you can use podcasts to connect with clients at every stage of their journey with you.

How to use podcasts at each stage of the customer relationship.

The beauty of podcasting is that it is just a medium, like blog articles, or social media. This means that with some creativity, you can use it to reach almost any business goal you can imagine. For the purpose of this article, I’m going to share how a podcast supports your business at every stage of the customer relationship, from attracting new clients to keeping past ones engaged.

Podcast ideas for customer acquisition:

• Educational and value-driven content: If your business already creates a lot of educational content, you can use a podcast to offer this material to potential clients in a different format—one that is highly engaging and easy to consume. This builds trust and positions you as an authority in your field, while supporting the content you share on other platforms as part of an omnichannel marketing strategy.
• Guest appearances and partnerships: Invite well-known industry figures or potential referral partners to broaden your reach. A great example is the Coach Factory podcast, which we helped Motivations AI produce. Before launching the podcast they were a new company, without a network, in a crowded space. We spent a lot of time developing a strategy that would help them position themselves as an authority, and it was a success. Within the first few episodes, key players in the industry started reaching out because they wanted to be guests, increasing the show’s authority even more.

Podcast ideas for customer retention:

• Client success stories and testimonials: Feature client success stories and interviews with existing clients. This reinforces the value of your services and provides social proof to attract new clients. For example, when we created We Run on EOS for EOS Worldwide, our client wanted to strengthen their bonds with business owners running on EOS as well as with EOS Implementers™ that help companies run on EOS. By interviewing both, our client was able to strengthen their network while amplifying their message and creating brand awareness.
• Exclusive content for subscribers: Offering exclusive podcast content or early access to certain episodes adds an extra layer of exclusivity. This gives your customer another reason to continue working with you because they won’t want to lose access to those benefits. This is one of the tactics we used for Coach Factory, taking part of the podcast recordings and turning them into more, member exclusive content.

Podcast ideas for account expansion:

• Feature new or advanced services: Use specific episodes to highlight stories regarding new or advanced services that existing clients might benefit from. You can do this by featuring case studies and interviews with current clients, or simply by mentioning some of the services and products you offer. You can also use your show to feature upcoming speakers for an event, helping generate awareness for services your current clients might be interested in. In fact, you can also leverage dynamic ads. Instead of having other companies advertise on your podcast, you can advertise your own products and services.
• Educational series on advanced topics: Create a series focused on advanced topics or specialized services that naturally lead into a discussion about higher-tier services. It also doesn’t hurt to mention these services as soft CTAs! This is something I’ve done in the past on my own shows as well as for clients, and it works very well. For example, I created the show Podcast Bytes (now retired) as a short-form show that explained how to produce a podcast. The goal was to attract people and businesses who were looking for answers, and then create opportunities for them to see us as a solution to their problems. While attribution is difficult for these types of initiatives, it helped with top of funnel activities, nurtured prospects further down the funnel, and saved me time with commonly asked questions from existing clients.

Podcast ideas for customer reactivation:

• Targeted content for past clients: Once a client has finished an engagement with you, you can produce episodes specifically designed to re-engage them. I often use this approach with prospects and peers I’m trying to build relationships with. I will create content that is relevant to them and either invite them to be part as guests, or simply share the piece once it’s published. If you and your sales team take this approach, just make sure you share content that is actually relevant. Don’t just blast everyone in your network with the same message—it’s about quality over quantity.  

Why coaching and training companies should invest in podcasting.

At the end of the day, your business thrives on relationships, and podcasting can help you nurture those connections in a way that’s personal, meaningful, and scalable. It gives you a platform to build trust, showcase expertise, and engage with prospects and clients at any stage of their journey.

If you’re looking for a way to make your relationship marketing more impactful, schedule a discovery call with our team. Let’s discuss how we can help you create a podcast that resonates with your clients and supports your business goals. 

In fact, I see companies make a series of mistakes when they launch a podcast, most of which come down to the planning stage. 

When you don’t spend enough effort in the podcast planning phase, you then have a difficult time maintaining, promoting, and growing your show. Ultimately, this leads to lackluster results, a show that doesn’t help you achieve your business goals, and overall frustration because your podcast didn’t turn out as you expected. 

According to Amplifi and Podnews, 44% of podcasts never publish more than 3 episodes. I bet the majority of the podcasters behind those shows rushed to launch what they thought was a great idea, only to realize it wasn’t going to work as they expected.

Now, I’m not saying you can’t be successful if you try to launch a podcast fast. However, after 10+ years making podcasts, I’ve noticed that the most successful shows spend a good amount of time on strategy before they record a single episode. When it comes to podcasting, it pays off to be deliberate.   

In this article, I cover the 6 most common mistakes I see people make when starting and planning a company podcast.

Mistake 1: Not understanding how much work it takes to consistently produce a podcast.

I’ve seen some crazy stats when it comes to podcast failure rates. According to Podcast Industry Insights (courtesy of Daniel J. Lewis), out of the 2.7 million podcasts available on Apple, only 15% have published an episode in the last 90 days. The industry even has a term for podcasts that fade out, podfading.

But why does this happen? 

Meredith Metsker, Director of Content and Community at uConnect, sums it up well with this post:

Podcasting is a ton of work!

For example, one of our clients has been producing an interview-based show for over 5 years. For every single episode, they need to take care of the following tasks:

• Identify the guest
• Research the guest and write questions
• Interview the guest
• Create and review rough transcriptions
• Provide production notes for the editor
• Edit the audio
• Review the edits
• Create final transcriptions and show notes
• Post to the media host and the website
• Communicate with the guest
• Promote via newsletter and social media

Bear in mind that this is for an interview-based show, one of the easier types of podcasts to produce. 

Another client of ours produced a narrative-style show featuring a variety of interviews, scripted narration, and original music for every episode. 

II recently broke down the amount of work and resources necessary per episode, and this is what it looks like: 

• Final episode length: 51m:26s
• Sourced from 11 interviews from 9 different people, totaling 11.5 hours of audio.

People involved in producing the episode included:

• 2 production assistants
• 2 writers
• 2 producers
• 2 audio editors
• 1 sound designer and original music composer
• 1 host
• 9 guests

Tasks included things like:

• Researching the episode’s topic, identifying guests, scheduling guests, preparing for interviews, and conducting interviews. 
• Reviewing all audio collected, choosing the best parts to use, crafting a narrative that makes sense from all the audio, and scripting all narration for the host.
• Pulling all audio to be used, editing all audio to be used, recording all host narration (tracking), reviewing said tracking and choosing the best takes, and assembling a rough version for review. 
• Reviewing the rough cuts, making notes, more editing, more tracking, etc. 
• Reviewing the new version, determining the best places for music and sound design, choosing sound design, adding sound design, writing original music to be used, adding original music, and finalizing audio. 
• Final reviews, notes, tweaks, and edits.

It’s true that everyone works differently, and there are many variables that affect the size and scope of a project, but the fact remains the same: Great podcasts take more work than you realize.

Before you start a podcast, plan accordingly.

Mistake 2: Focusing on the medium instead of the goal.

As marketers and business owners, there are thousands of shiny objects that can grab our attention. 

Podcasting can be one of those things. 

One of the first questions I ask any new prospect is “What is your goal with starting a podcast?” If prospects can’t convince me that podcasting is the right medium for them, I simply can’t help them.

For example, let’s say your company needs to immediately increase awareness. A podcast probably isn’t your best medium. You might want to invest in ads or borrow someone else’s audience instead. 

However, if you are looking to increase your authority over time or to grow and improve your network, podcasting might be an excellent choice. 

After so many years of producing podcasts, I can say our best clients don’t come to us because they want a podcast. They come to us because they want the result that a podcast can deliver.

Mistake 3: Not aligning your goal with the show being planned.

Similar to the previous mistake, you can have a misalignment between the type of show you are producing and what you hope to accomplish with it.

Once, on a discovery call, a prospect told me their goal was to get 50,000 downloads per episode in the first 6 months. So I asked what their idea was, and they said they wanted to interview other industry leaders, just like everyone else. They assured me that they had unique things to share.

I hate to break it to you, but niche, industry-specific, straightforward interview shows won’t get you 50K downloads per episode. Not to mention, “lots of downloads” isn’t a good goal to begin with (track this instead).

For reference, at the time of writing this article, Buzzsprout data showed that only the top 1% of all podcasts are getting around 5,000 downloads in the first 7 days of being live. I hope you can see that a generic expert interview show isn’t going to do 50K downloads per episode.

So, what show types can you make?

At this point, I think we’re mainly limited to our creativity in terms of what is possible. That said, there are four common podcast formats you can use as guidance:

1. The solo show: where one or more regular guests teach and/or discuss ideas. 
2. The interview show: straightforward interviews, typically about specific themes or particular niches. 
3. The narrative show: a story-driven show with a host (aka narrator), multiple guests, music, sound effects, and more. 
4. The dynamic show: this type of show lives between the interview and the narrative. It might feature a few interviews combined into a single episode, with less bells and whistles than a narrative show.

If you want in depth information and examples about these four format types, you can read more about it here. 

So, how do you make sure your show type aligns with your goal? 

Here are a three case studies from our clients: 

Case Study 01: Generating awareness.

One of our clients, the William J. Perry Project (WJPP), wanted to raise awareness about the threat of nuclear disaster. They needed impressions and engagement, and they were targeting younger generations.

We helped them decide on and produce a narrative-style show with 5+ interviews per episode and originally composed music.

As a result, At The Brink averaged 10K+ downloads per episode soon after launch and had an international listenership. Our client considered the show a success because it supported their goal.

Case Study 02: Supporting internal processes.

Another client of ours wanted to support their sales and hiring teams. We helped them produce a highly niched interview show where our team interviewed their clients about using their unique software.

The show only averaged about 100 downloads per episode, but they were able to use it as a sales resource and for training new team members. They considered it a success because it directly supported their internal efforts. 

Case Study 03: Generating leads and building a network.

One of our clients, a coaching company, wanted to achieve two major business goals. They ran an in-person training workshop with limited seats a few times a year and wanted to generate leads to fill the seats. Additionally, they wanted to improve relationships with other professionals in the industry and establish themselves as leaders in the space.

We helped them produce an interview-style podcast and were very deliberate about the guests, creating opportunities for our client to build relationships with key leaders. Additionally, we helped them promote their in-person training workshop in a way that felt non-invasive or pushy to attract the right listeners to the event.

You have many options for what kind of show to produce. Make sure you are intentional in the beginning so it supports your goals after launch.

Mistake 4: Failing to use your podcast as part of your marketing strategy.

This one surprises me, but I see many marketers and marketing teams fail to leverage their podcasts in their existing marketing strategies. 

But wait! Isn’t this article about planning mistakes? 

Yes, but many promotion mistakes start in the planning stage. You need to think about podcast promotion before you even start recording.

Recently, one of our clients decided to launch a full strategy all at once: newsletters, blogs, a podcast, and more. One question I had was whether the podcast would inform the blog or the blog would inform the podcast. 

For example, if your podcast informs your blog, it means the podcast content is leading. In this case, you can take the learnings from the podcast and the interviews and turn them into blog content. This will affect the type of content you’re recording and the order in which you’re releasing it. 

If the blog informs the podcast, then the podcast needs to follow the blog’s lead. This might mean that if you plan to publish a blog about the benefits of your core service, you can purposely interview clients who have purchased your core services and pull great quotes to use in the article. 

That’s just one simple example. Plenty more exist, and I wrote a lot about it in our article on omnichannel marketing.

Mistake 5: Doing a poor job on branding (and ending up with an ugly podcast).

Podcasts are seen before they are heard. 

This means your title, cover art, promotional assets, show notes, etc., better be top-notch. 

Fortunately, most marketers I know have designers on their team. It’s typically the DIYers who are prone to ugly cover art. There are plenty of amazing artists and designers out there, and many are affordable. Do yourself a favor and hire someone who knows what they are doing. 

However, everyone has the potential to give their show a bad title. I could easily write a whole article on naming your podcast.

Here are a few tips when deciding on your podcast’s name:

• Clear beats clever. I’d rather have a title people remember and understand than one that feels “cool.” 
• Avoid ambiguity. Using words with different spellings or pronunciations and things like homonyms, acronyms, symbols, or numbers might be easy to say but aren’t easy to type. For example, think of the podcast Twenty Thousand Hertz. Hertz or hurts? Hertz or Hz? Twenty Thousand, 20,000 or 20K? It gets confusing fast.
• Consider how it sounds. You’re likely going to be saying your podcast’s name a lot. Make sure it’s something that you’re comfortable saying over and over again for introductions and when recommending it. I can think of one show in particular that looks fine in writing, but sounds like a “naughty” word when you say it out loud. Be careful! 😅
• Review the competition. Once you narrowed down your title options, check to make sure no one else is using the title or owns rights to it.

Your podcast’s visual and written components will be with you for a long time, and rebranding isn’t fun.

Take the time upfront to get the branding right.

Mistake 6: Not knowing how to deal with guests professionally.

Part of planning for many shows is researching, scheduling, and interviewing guests. 

And like all things, lots can go wrong here. 

The thing I notice the most with new podcasters is the lack of processes.

For example, it’s easy to find any podcast guest but difficult to find the perfect guest for your podcast. And when you do find the perfect guests for your show, you might be scaring them away without even knowing it.

For example, most people share way too much information the first time they contact a potential guest.

Instead of sharing all the details in your first email, find out if the person is even interested in being on. If they are, send the information they need to know to schedule and understand what they are getting into. 

And like all relationships, treat others with integrity and respect. It feels silly to say it, but a lot of people don’t.

I recently had a prospect schedule a call with me. He explained how the hosts of the show he was working on frequently rescheduled with guests and sometimes scraped full interviews without telling the guests. 

Most of the time, podcast hosts aren’t that brash, but not knowing how to run these processes correctly can damage relationships. 

Take time in the beginning to find the right guests and treat them well.

Wrapping up.

Podcasting is a ton of hard work, and it isn’t easy to know what you don’t know. If a podcast is a great move for your company, don’t rush the planning process. Make sure you carefully think through all the major pieces to save yourself more work later. 

And if you want a show but don’t want to figure everything out on your own, my team does exactly that. We work with coaching and training companies to produce expert-level shows that help them build authentic relationships with their audiences. 

Schedule a discovery call with our team if you want to learn more. 

Thanks for reading! 😎

But where do you start? What kind of podcast will resonate with your audience and support your business goals?

In this article, I’ll share:

• What podcasting can do for coaching, training, and leadership and development companies. 
• Three things to consider when starting a podcast for your business.
• Nine podcast ideas for coaching and training businesses to help you make the most out of this medium.
• And seven examples of training companies that are using podcasts as part of their marketing strategy.

How coaching, training, and development companies benefit from podcasting.

Podcasting offers a unique advantage over other content mediums. It literally puts you in the ears of your listeners, creating an intimate connection with your audience without having to rely on 1:1 conversations. In fact, research conducted by Acast shows that 57% of consumers trust podcast personalities the most when compared to other content creators. This is ideal for coaching and training companies, which rely on strong relationships with clients, prospects, and partners. 

Based on my 10+ years of experience working with this medium, there are three main areas where I believe podcasting truly stands out: establishing thought leadership, building connections, and networking. 

Podcasts can help you become a thought leader.

Talk enough about a topic or industry, and your audience and network will start associating you as a leader in the space. And yes, I know, “thought leader” probably makes you want to you roll your eyes—me too 😅—but hear me out. When done right, becoming a go-to expert can actually be pretty awesome, regardless of what we call it. I’ve seen this happen with our clients and experienced it myself.

Back in 2012, my wife, cousin, and I launched a board game publishing company, but no one knew who we were. To build our credibility, we started a podcast, interviewing industry experts from game designers to publishers. This strategic move transformed us from three people talking about board games in my basement to industry experts, even earning us a spot on The Dice Tower Network, the biggest podcast network in the space.

In today’s AI-driven world, creating thoughtful, authentic content is more important than ever. While AI can churn out generic content, a podcast allows you to share your unique story and experiences—something no bot can replicate.

Podcasts are great tools for building connections with listeners.

According to the research paper “Why People Listen: Motivations and Outcomes of Podcast Listening,” many podcast listeners develop parasocial relationships—a one-sided emotional connection—with hosts and guests. I’ve experienced this firsthand and can attest to the effectiveness of podcasting in building these connections.

When I launched my first podcast in 2012 for our board game company, it didn’t just establish me as a thought leader; it also helped me build meaningful relationships. Fans would approach me at conventions, referencing personal details I had shared in episodes. One listener even reached out via social media, which led to emails, then Zoom calls. Ten years later, we’re still friends, despite living in different countries.

The power of parasocial relationships is real, and if you learn to leverage it, it can lead to significant benefits for your training and coaching business.

Podcasts can support your networking goals.

Podcasts are a great way to reach out to professionals you admire but might not otherwise have access to. For example, if you reached out to a renowned expert in your industry for an hour-long chat, they would probably say no. However, inviting them to be a guest on your podcast, where they can share their expertise with a relevant audience, significantly increases your chances of a conversation.

A few years ago, we helped MCode launch the first season of their podcast. Their company offers a personality assessment tool for coaches and trainers, and they wanted to raise awareness about their tool within the space but didn’t have a strong industry network yet. We helped them plan and produce the Coach Factory podcast, which quickly began attracting guest requests from prominent coaches and industry experts.

Not all podcasts will create networking opportunities, but if your goal is to build or expand your network with intention, strategic podcasting can help you get there.

Thought leadership, connection, and networking are some of the top benefits of podcasting, but they’re not the only ones. I wrote about several other reasons in the article, 7 reasons to start a podcast for your coaching company. 

3 Things to consider when starting a podcast.

Before you dive into podcasting, it’s important to lay a solid strategy. Yes, of course you could launch with the first idea that comes to mind. In fact, that would be the fastest way to launch. But in doing so, you’ll only set yourself up for failure. To help you get started on the right foot, here are three factors to consider:

1. Set your goals first: Before you even think about recording the first episode, ask yourself what you want to achieve with your podcast? While podcasting provides many benefits, you need to focus on one or two to get the most out of your show. Whether it’s building authority, generating leads, or providing value to existing customers, having clear goals help you launch a successful show.
2. Define the format, style, and cadence: Based on your goal, decide on the format (e.g., solo, interview, hybrid), the style (e.g., conversational, formal), and how often you’ll publish episodes. It’s easier to make these decisions up front than to have to switch everything after you’ve started recording. If you need additional help, read my article about the four different podcast formats and how to pick the right one for your show.
3. Consider outsourcing: Launching and maintaining a show can take anywhere from 2 to over 50 hours of work per episode. Depending on your time and resources, you might want to outsource parts or all of your podcast production. Our detailed guide can help you determine the resources you’ll need for the type of podcast you want to launch. 

9 Podcast ideas for your training or coaching company.

Now that you have a clear understanding of podcasting’s benefits and the key decisions you need to make to get started, it’s time to start brainstorming ideas for your show. Here are nine podcast concepts tailored to help you achieve different business goals:

Podcast ideas to build authority.

1) Share your story in a solo or monologue-style show.

This format allows you to share the expertise, processes, values, and ideas behind the work you and your company offer. It will give potential customers an insider view so they know what it’s like to work with you.

2) Launch an interview-style podcast featuring leading experts.

This is one of the most common formats for podcasts. While there are tons of interview shows out there, with the right planning, you can create tons of value for your listeners. Just make sure to build in parts of the show for you to flex your own expertise through reflections and commentary. And if you constantly feature other experts, you will gain authority by proximity.

3) Create a hybrid show discussing industry trends.

Instead of having a solo show or an interview-style one, you can create a hybrid or dynamic show where you, or you and a rotating co-host, provide commentary on common industry issues, insights, and trends. This can help you stand out from other shows that have similar formats.

Podcast ideas to build loyalty with existing customers.

4) Create a clients-only show.

You can provide clients with access to exclusive, premium content that can deepen their learning and enhance their experience. This can be done through a members-only area or a private RSS feed shared only with certain people.

5) Reinforce your training programs with podcasts.

Use podcasts to complement your training programs at any stage—before, during, or after. Create episodes that dive deeper into key topics or explore related concepts with guest experts. These episodes can be exclusive to your students or made public to attract a broader audience and generate leads.

6) Interview your clients to strengthen relationships.

Featuring your clients on your podcast is a powerful way to celebrate their successes and build stronger relationships. For example, our client, EOS Worldwide, uses podcasts to interact with companies implementing their operating system and partners who assist with implementation. This approach benefits everyone involved. We’ve seen similar success with an e-commerce SaaS client, where interviews with users highlighted their achievements, shared valuable tips, and often led to organic testimonials. This not only strengthens client relationships but also attracts new customers.

Podcast ideas to improve your operations.

7) Create a podcast to onboard new hires.

Instead of relying on slides and PDFs to train new team members, consider creating a podcast that highlights different aspects of your business and the value it provides to customers. New hires can listen to these episodes to get an engaging and comprehensive introduction to your company.

8) Fill gaps within your processes.

Identify areas in your business where you experience stress, dropoff with prospects, or friction with clients—whether in marketing, sales, or operations. A podcast can be an effective tool to address these gaps. For example, we produced a podcast for a healthcare client with a highly technical product. By interviewing team members and clients, we explored the product’s impact and the improvements it brought to their processes. This podcast not only addressed specific concerns but also became a valuable asset for educating prospects during the sales process.

9) Use a podcast to create a content engine flywheel.

A podcast can be more than just a standalone piece of content if you make it part of your content repurposing workflow. In fact, it can serve as the fuel for this engine. Each podcast episode you produce and publish provides insights and stories that you can repurpose into original research, fresh articles, books, social media content, and more, helping you amplify your message and create more content for your brand.

Examples of coaching and training companies using podcasts as part of their marketing strategy.

1. Rocket Fuel by EOS Worldwide: EOS worldwide has a range of podcasts, some of them which we help produce and promote. Through podcasts like Rocket Fuel, EOS Leader, and We Run on EOS, our client is able to strengthen relationships with their customers and partners, while also establishing their own authority.
2. Coach Factory by Motivation Code: Motivation Code could have done the obvious, launching a podcast about psychology to talk about their personality assessment tool for coaches. Instead, we helped them launch Coach Factory, a podcast that put them in direct contact with the ideal customers for their tool. As a benefit, they didn’t only build their network, but they also established their expertise.
3. Leadership 480 by DDI: This podcast follows a standard interview format, featuring team members, clients, and other professionals. It is a perfect example of how a safe choice can be helpful for the right people.
4. The Rich Webster Show by Rich Webster: This focused and fluid podcast, feels honest and organic. While it won’t have mass appeal, it is a perfect tool that shows Rich’s prospects what it’s like to work with him. 
5. The Edge by Skillsoft: This format starts with a host reflection at the beginning of each episode to set up the topics that will be covered in the interview. It’s a good example of how you can make our interview-based show slightly different, plugging in your own expertise.
6. Projectified by PMI: This is a catchy show for one of the leading companies in project management certifications. Instead of featuring standard interviews with project management experts, it leads with a story and some sound design that provides context and entertainment before the interview.
7. On Leadership by Franklin Covey: As one of the biggest players in the training space, I expected a bit more from Franklin Covey in terms of audio quality. However, the fact that this company has multiple podcasts covering all sorts of interesting topics, shows that podcasting is a great medium for other companies in the space.

Wrapping up.

Podcasting offers a unique and powerful way to build trust, authority, and intimacy with your audience, all while scaling your coaching and training business. By leveraging the different podcast ideas outlined above, you can create engaging content that resonates with your target audience, builds loyalty with your clients, and improves your internal operations. If you’re ready to take the plunge into podcasting or want to refine your existing strategy, remember that the key to success lies in consistency, authenticity, and a genuine desire to connect with your listeners.

If you need an expert partner to help plan, produce, and promote your podcast, don’t hesitate to schedule a discovery call with me and my team. We’re here to help you every step of the way.

Happy podcasting!

If you are thinking about launching a new podcast for your company or if you already have one, understanding how podcast analytics work and how to use them to your advantage can be the secret weapon that helps you achieve success.

In this article, I will cover: 

• How to define what success looks like for your podcast.
• How to track analytics effectively on different platforms.
• How to use all this data to improve your podcast over time.

How to define and measure podcast success.

When founders and CMOs reach out to me and my team about starting a podcast, we begin the conversation with three questions:

1. What is your goal? 
2. Who is your target audience?
3. Why a podcast? 

Establishing what success looks like early on will determine all the decisions you make about your show in the future. Whether it’s the podcast format choice or the length of your episodes, each decision should support your vision of success.

Of course, there is no hard and fast science when it comes to what “success” looks like for each podcast. It will vary depending on the answers to the above three questions. 

For example, one of our clients is the William J. Perry Project (WJPP), an organization founded by former Secretary of Defense William Perry dedicated to raising awareness about the threat of nuclear disaster. Their overall business goal is to inform and educate people about the threat of nuclear issues. 

When they contacted us for help producing and launching a podcast, they knew they wanted to target a broad audience and younger generations. They chose podcasting because of its potential reach and the power of storytelling. Success for WJPP was to inspire and mobilize as many people as possible.

Another client of ours wanted to launch a podcast for entirely different reasons. They ran an in-person training workshop with limited seats a few times a year. Their goal was to improve relationships with other professionals in the industry, establish themselves as a leader in the space, and generate leads for the workshop.

The podcast we created for each client was wildly different because their visions of success differed.

My point? Podcast analytics are the most helpful when viewed in the context of your goals. 

A note on what podcasting can actually help you accomplish.

At Come Alive, we’ve worked with clients from many industries with a wide range of goals, from generating leads to training new hires. While a podcast can be helpful at any stage of the marketing funnel, we’ve realized that it is particularly beneficial for companies that genuinely want to build trust and connect with others.

I’ve spent a lot of time conducting “Jobs to Be Done” research and working with various coaches—including Corey Quinn, author of Anyone, Not Everyone—and I’ve realized we work best with clients who have something meaningful to share with their audience and who care deeply about human capital and relationships. This is why we’ve started by niching on professional training and coaching companies.

Regardless of your industry, take a moment and ask yourself: 

• What is your goal for your podcast? 
• Who is your target audience? 
• Why is podcasting a good medium to accomplish your goal and reach your target audience? 

Once you have clarity around those three questions, it will be easier to determine what metrics you should be tracking.

Which podcast analytics and tracking metrics matter?

While researching this article, I came across a lot of interesting yet often confusing information about podcast analytics. People generally search everything from “podcast analytics iTunes,” “podcast analytics Spotify,” and “podcast analytics Google” to “podcast analytics consumption” and “how to measure podcast performance.” 

You’ve likely experienced the same issue.

It’s easy to “get into the weeds” on the topic, so let’s start by covering what podcast analytics are.

What are podcast analytics?

Podcast analytics are relevant information and metrics you can gather about your listeners and their listening habits. 

They can include but aren’t limited to, the number of unique episode downloads, total episode downloads, listening platforms, apps, and devices your audience is using to listen to your show, the geographic location of your listeners, total time listened to each episode, the percentage of your audience who is subscribed, the number of episode starts and complete streams, age, gender, and more.

Beyond the hard metrics, you can also track additional factors, such as:

• Podcast reviews and ratings
• Testimonials
• Social shares and recommendation
• Digital or in-person feedback and engagement 

Additionally, if your podcast has a dedicated website, you can track the number of site visitors, their behavior on your website, and the ways they found your website (paid, direct, organic, etc.).

If you have a newsletter, you can pay attention to opt-ins and open rates on your podcast-related campaigns.

If you have sponsorships, you can look at ad revenue and conversions on the ads you run. You can even evaluate how your podcast has influenced the networking or speaking opportunities you receive.

The list goes on and it can feel overwhelming.

That’s exactly why I find it more helpful to look at analytics through the lens of key performance indicators (KPIs).

Podcasting and key performance indicators.

Your goals and the subsequent KPIs that help you achieve those goals will help you determine what podcast metrics and evidence you should use to measure success.

For example, some years ago, I ran a personal podcast with the goal of creating networking and collaboration opportunities for Come Alive. I used specific KPIs and metrics to evaluate my progress on these goals.

Here are some of the KPIs I tracked to measure networking and collaboration:

• I had the opportunity to interview 100 guests, at least 75% of them were with people I would otherwise never have had an opportunity to talk to.
• I’ve been invited to guest on over 20 podcasts to share my message.
• I’ve received advance book copies of books and thousands of dollars worth of software, which I’ve used to improve what we do at Come Alive.
• I was invited to guest on a Simplecast webinar to discuss this very topic.

Those are just the metrics I used to track progress on my networking and collaboration goals. I also experienced additional benefits. One of the podcasts I guested on led to a listener contacting me directly, and after some conversations, it turned into a five-figure contract.

Side note: If you’re curious about how guesting on podcasts can help you increase revenue, you should read about how the social media management tool MeetEdgar generated 1.25 million visitors, 100,000 email subscribers, and $329,000+ in monthly recurring revenue by simply guesting on other people’s podcasts.

Another great example of how metrics can be used to track goal advancement is our client, Leading Voices in Real Estate. Matt, the host, is super intentional about who he brings on as a guest and what topics they talk about. His goal is to build in-depth authority in his niche, which means his audience needs to be super engaged. And that’s one of the things we track for him, engagement rate. 

Thanks to his level of intentionality, the show has achieved over 1.7 million listens and a 90% engagement rate so far. He also regularly receives emails from listeners thanking him for his work and sharing their real estate stories.

Go back to the goals you wrote down for your podcast. Take a few minutes and write down what KPIs can help you reveal if you are achieving those goals. If you need help, here are 9 metrics you can track to determine ROI.

How to track podcast analytics.

To recap, you’ve set your goals and defined your KPIs. So, how do you view and track podcast analytics? 

Tracking podcast analytics properly is one of the most difficult and time-consuming parts of the podcasting process. It looks different depending on the platforms you use to track data. In general, you have four options:

1. Your selected podcast media host.
2. Your distribution platforms.
3. Third-party analytics tools.
4. Tracking adjacent metrics.

And let’s clarify something: podcast media hosts are not podcast analytics tools. 

The podcast community as a whole could do a much better job with the language we use to describe things. In my research for this article, I came across several front-page ranking articles listing many podcast media hosts as “podcast analytics tools.” That’s simply not true. 

A podcast media host is where your podcast audio files live. It’s where you upload the individual episode MP3s to be synced up with your website and distribution platforms like Apple and Spotify. Any trustworthy media host will have reliable analytics tools. However, podcast media hosts are not stand-alone podcast analytics tools.

Now, let’s examine the metrics that can be found on other platforms.

Tracking podcast analytics through your distribution platforms.

If you want a complete picture of your podcast’s performance, you may need to track additional data on your distribution platforms. My team reports on Apple Podcasts and Spotify for most of our clients. Each platform offers unique insights that we find valuable. 

Apple Podcasts: You can find your Apple Podcast analytics using your Apple Podcast Connect account. Here, you’re able to see information like: 

• Number of followers
• Number of listeners
• Number of engaged listeners
• Top countries or regions
• Total time listened

Spotify: In recent years, Spotify has stepped up its podcast game, providing unique insights about your audience that many other platforms can’t. You can view your podcast analytics on Spotify on your Spotify for Podcasters account. Here, you’ll be able to see data like:

• Number of starts
• Number of streams
• Number of listeners
• Number of followers
• Details on each episode
• Gender of your listeners
• Age ranges of your listeners

Pro tip: Individual distribution platforms are only one piece of the puzzle. Look at your media host and see what percentage of your audience can be attributed to that specific platform. Weigh them accordingly in your reports. For example, if 60% of your audience listens to your show on Apple Podcasts and only 5% listens on Spotify, Apple data should weigh more heavily.

Tracking podcast analytics using third-party analytics tools.

While the most compelling analytics come from the dashboards of podcast media hosts and distribution platforms, there are additional analytics tools designed specifically for podcasts. I believe less is more, but here are a few worth mentioning.

Chartable: This is a great way to see all your reviews (from all countries) in one place. It’s also a great place to see your rankings on the Apple Podcast charts.

Podtrac: This popular podcast analytics tool boasts some of the most accurate third-party metrics. I’ve used it occasionally for some of our clients.

Podnews: Podnews isn’t technically a podcast analytics tool, but it is a great way to get a general summary of your show, see all the places your podcast is available, and more.

Podcastindex.org: This one is similar to Podnews. It is not technically a podcast analytics tool but good for uncovering insights. 

Podcast X-Ray: This is a newer, free tool created by the Bumper team. It is useful for research, and all you have to do is plug in a show and see what information it returns. 

Tracking adjacent metrics.

As I mentioned earlier, sometimes it is worthwhile going beyond direct podcast metrics to measure your show’s impact on your business. The following tools are not podcast-specific but provide relevant metrics that can help determine your show’s ROI.

Website metrics: Tracking users and their behavior on your website can be incredibly helpful, especially if one of your KPIs is to direct traffic to your website. We typically use Google Analytics and Google Search Console. For a privacy-friendly option, Fathom Analytics. 

Email metrics: Email lists are an excellent way to stay in touch with your listeners and give them value outside your show. It also provides another perspective on their interaction with your brand. We use ActiveCampaign to track link clicks and engagement with content. However, we’ve also used ConvertKit and OptinMonster in the past, and there are tons of other options out there.

SEO and topic research tools: You can save yourself serious effort long-term by doing upfront research around the topics your audience could be interested in. We use these research tools all the time to help decide on better topics for our clients’ shows. Some of our favorite tools include SEMrush, Mangools, Sparktoro, Moz, Google Trends, and Google’s Keyword Tool. 

Content monitoring: There are many automated, AI, and machine learning tools out there that notify you when you are mentioned somewhere online. For example, Google Alerts notified us that our client’s podcast was named one of 15 must-listen podcasts about the real estate industry by Business Insider. These tools are easy to set up and can help you keep track of brand mentions.

Use cases for podcast stats and analytics.

Defining the goals for your podcast and tracking the KPIs using relevant tools is only the first part of the equation. The final piece is knowing how to use your findings to make a better show. Do this well, and your audience will thank you for it (and grow in the process).

The caveat is that there is no single right way to do this. What matters is intentionality.

At Come Alive, we use podcast analytics in two different ways: 

• For planning.
• For improving and reviewing performance.

Using podcast analytics for planning.

Many people create content by getting an idea, turning it into an article, podcast episode, or video, and then wondering why it’s not getting any reads, listens, or views. Worse yet, after creating a low-performing episode, you spend a ton of time and resources pushing your podcast on social media, in your newsletter, and through word of mouth, trying to gain some interest.

I would like to suggest a different 3-step approach:

Step 1: Research before you create.

I’ve borrowed this concept from people like Joanna Wiebe of Copyhackers, Aaron Orendorff of iconiContent, and Andy Crestodina of Orbit Media. 

Creating content is time-consuming. 

In fact, Andy Crestodina’s article on Zero Waste Marketing shares just how time-consuming it can be:

We also know from research that the average post takes 3+ hours to create. Do the math and you’ll find that hundreds of millions of hours are wasted each day doing content marketing. It all adds up to 7.7 lifetimes that are wasted every day writing posts that get no results.  

– Andy Crestodina, Orbit Media

So, what’s a better way to create content? Research your audience’s needs and answer the questions and concerns you’ve been hearing all day.

Step 2: Understand who you’re talking to and what they care about.

Corey Quinn, author of Anyone, Not Everyone and host of the Deep Specialization podcast (which is also the name of his signature course), explained it to me this way: 

When companies focus on a niche, they can serve customers on a deeper level. Successful companies do serious work to understand who their target customers are. Here are some examples of things you can do to understand your target listeners:

• Identify their primary objections and create collateral that answers their questions and objections before they even call you.
• Research demographic details like age, city, education, etc.
• Explore psychographic details like the motivation behind their buying decision and why they want to make a change.
• Study the competition to inform your messaging and help you stand out.
• Go straight to your clients and ask them what motivated their decision to work with you.
• Visit chat rooms and research reviews online to learn what your customers are saying, their language, and their struggles.

In the same way, podcasts can benefit from focusing on a niche topic instead of trying to be everything to everyone. If this is a topic you are interested in, I highly recommend Corey’s book and course—I went through the course myself, and we helped him produce the audiobook. 

By talking to your listeners at conferences, hanging out in the same online groups, and researching topics with SEO tools, you can create content that people are already searching for and interested in.

Step 3: Keep an eye on podcasts and search.

Search engine optimization is an ever-changing field (like almost everything online). It can be an interesting source of information on what topics could be relevant for your audience. 

For a long time, podcasting wasn’t affected or impacted by SEO. You could add show notes and metadata to your files, but these were minor factors in search, especially for audio-only podcasts. However, this is a bit different for video podcasts.

If you distribute your video podcast on YouTube, Google will analyze your content and potentially feature your episodes in their show results. For example, when I search the question, “How to frame a window,” the top search result is a YouTube video titled “How to Frame a Window and Door Opening.” Google has decided that video is the best answer on the web for my question.

Audio-only podcasting isn’t quite there. I have yet to see Google return suggested clips of podcast episodes. 

It’s hard to say what will happen in the long term, but keeping an eye on any developments in this space could lead to interesting insights. 

To be clear, I don’t make podcasts for search or propose you do so. I believe podcasting works best when you care about creating value for actual humans, not search bots. That said, if you can leverage search in what you’re already doing, then cool.

Using podcast analytics to improve your show.

Podcast analytics can help you improve existing shows almost in real time. 

For example, one show we produced had a slightly longer-than-normal introduction. At the time, we thought it was important to frame each episode, and we wanted to save time by reusing roughly 70% of the intro in each episode. However, we found that many listeners skipped the introduction after the first two episodes. Based on this data, we changed the long pre-recorded intro for a shorter, original, host-read intro for each episode. 

There are many ways to use analytics to improve your existing show; it’s all about keeping your eyes open, looking for trends, and using data to implement changes.

A warning: the dark side of podcast analytics.

Recently, a podcaster I met told me he pays “a guy” in another country to artificially increase his downloads so he can say his show is in the top 5% of all podcasts. He even said it with a proud grin. Cool story, bro…

It’s worth noting that, in recent years, some podcasters have found ways to game the system by purchasing mobile ads to boost their number of downloads, similar to buying social media followers. 

When I hear things like this, all I can do is shake my head. There is little you can gain by artificially increasing your metrics. You can boost the number of downloads as much as you want, but your podcast will only help your business grow if you can reach and attract your target audience.

As Tom Webster from Edison Research says in his article, Podcast Audience Strategy: What Your Downloads Can’t Tell You:

…look beyond the download counts and top charts, and instead focus on the health and sustainability of an audience. Disruptions happen every day, in every industry. Podcasting will have any number of meteors striking it over the next several years. And the key to surviving those meteors is a diverse, thriving population of humans, not downloads.

Tom Webster, Edison Research

To Recap.

Podcast analytics are important and can and should be used to improve your show. However, to use them well, you must understand your goals, the KPIs that can help determine whether you’re reaching them, and how to apply any findings to improve your show. 

Finally, many platforms, services, and tools exist to help you achieve these goals, but none matter if you aren’t focused on your listeners.

Analytics matter, but your listeners matter more.