The Company Show

Content repurposing is something that often gets backburned in the face of the zillion and one things you do every day, or it’s something you actively work into your workflows that doesn’t have the massive impact you might have been hoping for. A lot of us have been there. And that’s because repurposing well is a lot harder than it looks on the box. My guest today, Jaclyn Schiff knows all about how challenging repurposing can be – and more importantly - how to do it right. She is the CEO of Podreacher, a company that specializes in content transformation for B2B businesses. This is a great conversation so I hope you enjoy today’s episode of the Business Podcast Blueprint Show. We talked about: Show notes are a piece of content that straddle the line between technical and creative writing. We don’t write the way we speak - despite the popular adage - it doesn’t really flow that way. The written word is different than spoken or filmed ones. What is the insight you want to provide? Not just for a single piece of content - but over time? Let that thought guide your content creation and repurposing. The weight of your ideas, the personality and the people on your team are what differentiates your business from others. Transcripts serve an important role - they make your podcast accessible - but they’re not really repurposing, and they’re not SEO. Resources: Jaclyn Schiff on LinkedIn PodReacher.com

Even though you shouldn’t be concerned if your podcast guests don’t share their episodes, you should still make sharing as efficient as possible so it’s easy for them to promote their episode if they choose to. Though preparing a guest swipe kit sounds simple enough, there are a lot of ways to get it wrong, and most shows often do. Find out how to make your guest-sharing materials sparkle in this episode of the Business Podcast Blueprint. We're talking about: Basic components of a guest swipe: “To easily share, a guest needs clarity and content.” “Reaching out to the guest and making sure they have everything they need is part of post-production, the same way editing the show or promoting it on your own social channels is.” How to create a good swipe file. “You don’t have to send a guest swipe … As the host of a show, your job is to be a gracious host.”

Most podcasts are created as public audience-facing content, but not all podcasts are meant to be shared widely. Some elements that make a podcast effective at building an audience and creating connections work equally well to share information internally and develop a company culture. My guest today, Shannon Martin, is the Director of Communications and Corporate Podcast Specialist for Podbean, a popular podcast host with great services and functionality, specifically for internal company podcasts. That’s what we’re talking about today on the Business Podcast Blueprint. We're talking about: What is an internal podcast and what are some of the things you could do with one? Using podcasts as microlearning for company training: “People do learn better just by listening.” Technical requirements for internal podcasts - there’s the software, but user experience has to be considered as well. The first questions you should ask yourself (and your leadership team!) when starting an internal podcast. And of course always think about what you would want to listen to. RESOURCES Megan Dougherty | LinkedIn | Twitter | One Stone Creative Shannon Martin | LinkedIn | Twitter | Podbean

There’s not much that’s new in podcasting anymore; pretty much anything you can think of already has a podcast associated with it. As you’re planning a show for your business, you might ask yourself if you can make your podcast successful when there are so many others out there. That’s the question we’re answering today on the Business Podcast Blueprint. We're talking about: “Getting to the top of a crowded mountain is hard… but if no one is climbing the mountain at all, you’d do well to consider why that might be.” A lot of podcasts equals: A lot of listeners. A lot of potential guests, and a lot of opportunities to be a guest: “Always focus on the audience, and the unique value you can bring to them.” A lot of potential ideas. A fair expectation of success: “For a company show, the more podcasts that exist in your industry, the more likely you are to be successful with yours.”

Starting a new project is always a bit intimidating, and transitioning from behind the scenes to behind the mic is no exception. A good tip is to talk to people who are successfully doing what you’re aiming to do. Julie Traxler and Corey Harris are two of those people; they co-founded a consulting firm for small business owners called SB PACE, and host a popular podcast called ‘BizQuik’ along with a weekly live radio show. We’re talking about podcasting as a business, for a business, and what they’ve learned after doing it for years. Megan Dougherty | LinkedIn | Twitter | One Stone Creative Corey Harris & Julie Traxler | SB PACE

Of all the podcasting advice out there, one particular piece irks me the most: that you should host guests on your show to help you grow, because they’re going to promote the episode that they joined you for. A lot of the time that doesn’t happen, and it can be really frustrating if that’s something you’ve been counting on as a growth strategy. It’s not the only way to grow your podcast, and it’s definitely not the only reason to have guests on your show. We're talking about: Why guests may not share your episode: “It’s just the reality of a situation that isn’t necessarily personal.” [1:39] How you should be looking at guests: “Who you know matters a lot more than how often they tweeted about you.” [4:52] Good podcast-hosting practice: swipe kits. [6:07] “A guest sharing your episodes is a great thing, but it is very much a bonus of the situation.” [7:07]

There are people you meet in life who make a big difference; they can leave for a while, come back, and it’s like no time has passed at all. For me, one of those people is my dear friend and business partner, Audra Casino, who I started One Stone Creative with back in 2017. Audra's superpower - which is one of the driving forces of our company's success - is that she has a really strong understanding of story; the stories that we tell ourselves, the stories we communicate to the world, and most importantly, the stories that we weave into the content that we help people create. We're talking about: “It’s not just the things that we like, it’s the stories and how they fit into our lives that makes them even more meaningful.” [4:59] The benefits of storytelling as a company: “Just because you have a product or a service to sell, doesn't mean you or your customers somehow stop being human.” [8:37] “It's how you connect with your listeners; you need to get inside their heads, and you do that through story.” [11:22] Storytelling strategies for podcast hosts. [11:36] The importance of video in business podcasting and how to incorporate it in your work. [16:46] Sample podcasts and YouTube channels that have mastered the art of storytelling. [26:49] RESOURCES Megan Dougherty | LinkedIn | Twitter | One Stone Creative Audra Casino | LinkedIn

During a presentation to a group of financial advisory professionals, I asked, ‘Who here has a podcast?’ to which half of the room responded by raising their hand. I then asked, ‘How many of you have a business goal for your podcast?’ and there was not even one. Starting a business podcast without a goal isn’t a foolish mistake. It’s a new industry and most of the content out there doesn’t focus on business realities. You are in a position to make your plans before recording your first episode, and that’s what we’re discussing today on the Business Podcast Blueprint. We're talking about: Deciding the role of your podcast: “It’s all about aligning what you want to happen with the work that you do.” [00:57] The reality of podcasting and the types of business podcasts. [3:29] “Podcasts are a natural networking and conversation machine.” [7:10] What podcasts can help you achieve in business. [14:04] “The best time to start a podcast is ages ago, the second best time is now, and the third best time is when it makes sense for your business.” [16:16] RESOURCES Megan Dougherty | LinkedIn | Twitter | One Stone Creative

Welcome to the Business Podcast Blueprint! This is a podcast where Megan Dougherty, co-founder of One Stone Creative, is going to be talking all about running a podcast for your business or company. The key thing to remember is that you can't treat a company show the same way you'd treat a podcast you create as a passion project, or one that you're running AS a business. Company shows have unique needs - and also unique opprtunities. Tune in every week (10 months of the year!) to learn practical strategies for integrating a podcast into your content plans, and hear from other businesses about what a company podcast has done for them.