Journal569 articles
Podcast marketing insights
Expert strategies, industry insights, and proven tactics for leveraging podcast interviews to grow your business and establish thought leadership.
Podcast ROI for Law Firm Partners
A partner can price the cost of podcast guesting to the dollar using their own billable rate, and cannot price the return at all. How to decide anyway.
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Podcast ROI for Financial Advisors
The return on podcast guesting for a financial advisor, including the compliance review and recordkeeping costs that most marketing ROI calculations leave out entirely.
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Podcast ROI for Nonprofit Leaders
How nonprofit leaders should judge the return on podcast guesting when there is no sale to measure, including the functional expense question donors will ask.
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Podcast Interview Questions for Manufacturing Leaders
Podcast questions industrial leaders should prepare for, with boundaries for safety, operational technology, customer and supplier information, workforce change, quality, and performance claims.
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Podcast ROI for Manufacturing and Industrial Leaders
How to measure podcast guesting against a nine to twenty-four month industrial sales cycle, where the buying unit is a committee and there is no lead form.
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Is Podcast Guesting Worth It for Manufacturing Leaders?
A fit test for manufacturing and industrial leaders: the three conditions that have to hold before podcast guesting is worth the time, and who should skip it.
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Podcast ROI for HR and People Leaders: The Return Is Hiring, So Measure Hiring
For an HR or people leader the return from podcast guesting is recruiting and retention, which means it belongs in the talent budget and should be measured with talent metrics rather than marketing ones.
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Podcast ROI for Sales Leaders: The Return Shows Up Inside the Sales Conversation
For a sales leader the measurable return from podcast guesting shows up in meeting acceptance, call length and discounting once a buyer has already heard someone from your company think for an hour. Lead count will never show it.
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Podcast ROI for Marketing Leaders: Defending a Line Item You Cannot Attribute
Most marketing leaders already believe podcast guesting does something. Their problem is reporting it to a CEO who wants a number, when the honest number does not exist. Here is what to put in the deck and what to refuse to put there.
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Podcast Interview Questions for Startup CEOs
Hosts ask startup CEOs for the numbers, the near-death moment and the competitor comparison. Here is how to decide in advance what you will disclose, and what to say instead when the answer is not yours to give.
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Podcast ROI for Startup CEOs: The Return Arrives as Hiring and Familiarity, Not Revenue
A startup's funnel is too small to detect a podcast signal, so measuring this channel on revenue is a waste of a year. The returns a CEO can actually observe are in recruiting, investor familiarity and the sharpening of their own narrative.
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Podcast ROI for B2B Service Providers: The Buying Committee Never Fills In Your Form
A B2B service deal is decided by three to eight people, and most of them never contact you. That is why podcast appearances show up as an inclusion on a shortlist rather than as a lead, and it changes what you should be counting.
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Podcast Interview Questions for Health and Wellness Founders
The questions hosts ask health and wellness founders, and the answer boundary behind each one. Covers does it work, what do you take yourself, the listener who wants advice, and the competitor whose claims are wilder than yours.
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Podcast Interview Topics for Health and Wellness Founders
Topic angles for supplement, device, app, clinic and practitioner-training founders that a host can actually run, built on mechanism, adherence and evidence quality instead of on what the product does for a customer.
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Podcast ROI for Health and Wellness Founders: Measuring a Channel You Cannot Ask About
In most categories you measure a channel by asking buyers what changed. In health and wellness, the answer you would most like to collect is a health outcome, and a health outcome is a regulated claim. Here is what is left to measure.
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Is Podcast Guesting Worth It for Health and Wellness Founders?
A decision guide for founders of supplement brands, wellness apps, clinics and practitioner training businesses. The deciding factor is whether you can talk about your category for an hour without making a claim you cannot support.
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Podcast ROI for Real Estate Investors: Deal Flow, Not Downloads
Podcast guesting can bring a real estate investor deal flow, operator relationships and investor conversations. What it can safely do about raising capital is narrower than most pitches suggest.
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Podcast ROI for Authors: Book Sales Are the Worst Metric Available
Authors get the least trackable outcome of any podcast guest, because a book sale leaves almost no trace back to an episode. Here is what to measure instead, and how launch timing changes the return.
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Podcast ROI for Fintech Founders: Count the Compliance Time
A fintech founder pays for podcast guesting twice, once in fees and once in review time. Accounting for the second cost honestly changes which shows are worth doing and how the return should be judged.
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Podcast ROI for Ecommerce Founders: Better Measured, Usually Misused
Ecommerce founders have the best attribution tools of any guest and the weakest case for using podcast guesting to drive direct sales. Here is where the channel actually pays and how to measure it.
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Podcast ROI for Consultants: You Are Buying Consideration, Not Leads
Consulting work arrives through relationships and reputation, which makes podcast guesting hard to attribute and occasionally decisive. Here is what to measure when the sale happens in a room you were not in.
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Podcast ROI for Coaches: Lag Time Is the Whole Story
For a coach, podcast guesting pays through list growth and discovery calls, not through immediate sales. Understanding the lag between appearance and revenue is what separates a fair assessment from a premature one.
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Podcast ROI for Agency Owners: One Retainer Changes the Maths
Agency economics make podcast guesting unusually easy to justify and unusually hard to attribute. Here is the break-even arithmetic, the signals that actually move, and the case for walking away.
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Podcast ROI for SaaS Founders: What You Can Count and What You Cannot
A SaaS founder can put a real cost on podcast guesting and a partial number on the return. This sets out which funnel stages carry usable signal, which do not, and how to decide with incomplete data.
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