Starting a podcast is easy—but building one that shortens your sales cycle, drives high-ticket leads, and supports your business? That’s a different game.

In this episode, Katie sits down with Megan Dougherty of One Stone Creative to unpack the business strategy behind podcasting. They dive into podcast value math, why most shows fail to convert, and how to create episodes that become evergreen sales tools.

What You’ll Learn:

• How to design a podcast that fits your business goals
• Why 12-15 focused episodes might be more powerful than 100 inconsistent ones
• The real KPIs that drive ROI (hint: it’s not downloads)
• When (and how) to turn your podcast into a strategic referral engine

Timestamps:

00:00 Introduction and Podcasting Strategy Overview

01:08 Guest Introduction: Megan Doherty

02:06 Common Misconceptions About Podcasting

03:47 Designing a Podcast for Business Outcomes

05:10 Shortening the Sales Cycle with Podcasts

08:05 Entertainment vs. Business Podcasts

09:56 Measuring Podcast Success

13:54 Business Podcast Blueprints and State of Business Podcasting Report

21:07 Final Thoughts and Contact Information

Want to create a podcast that does more than entertain? Visit podcastingforbusiness.com for Megan’s full blueprint. DM Katie on LinkedIn if you want help bringing your podcast strategy to life.

Visit Megan Dougherty online:

Website: http://podcastingforbusiness.com/

LinkedIn: https://www.linkedin.com/in/doughertymegan/

Podcast: https://podcasts.apple.com/us/podcast/the-business-podcast-spotlight/id1801282981

Learn more about Katie and Next Step Social & Podcasting:

Speaking: https://katiebrinkley.com/

Website: https://yournextstep.agency/

Linkedin: https://www.linkedin.com/in/katiebrinkley

YouTube: https://www.youtube.com/channel/@rockymountainmarketing

Instagram: https://www.instagram.com/iamkatiebrinkley/

Facebook: https://www.facebook.com/groups/socialprofitlab

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