Leadership & development, coaching, training programs—they all have one thing in common: they are businesses built on relationships. In order to grow these businesses, you need to learn how to scale your relationships, and podcasting offers a great solution. When used strategically, this medium can help you build thought leadership, connect with your listeners, and support your networking goals.
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:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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!
