BRANDSTALK #143
Megan Dougherty
ONE STONE CREATIVE
CO-FOUNDER
✨”Podcasting is Strategy.”💫
Are you finding it challenging to carve out a unique space for your brand in today’s competitive business landscape?
Imagine having a tool at your disposal that not only amplifies your brand’s voice but also fosters genuine connections with your audience.
In a world where digital noise often drowns out authentic communication, how can businesses truly stand out?
This BrandsTalk episode dives deep into the realm of podcasting with Megan Dougherty, a digital marketing strategist and co-founder of One Stone Creative, to unravel the secrets behind leveraging podcasts for brand elevation and business growth.
Megan’s Journey and Evolution
Megan shares her personal journey and evolution within the digital marketing sphere, highlighting her transition from traditional marketing approaches to the innovative realm of podcasting. Through her experiences, she emphasizes the pivotal role that podcasts can play in reshaping brand communication strategies and fostering meaningful connections with audiences.
Strategic Use of Podcasting – Integrating Podcasting into Business Strategy
Megan unveils the power of this medium as a tool for networking and brand growth. With statistics revealing the exponential rise in podcast listenership globally, businesses have a unique opportunity to tap into this growing audience and amplify their brand presence.
Megan provides invaluable insights into seamlessly incorporating podcasts into corporate communication strategies. From aligning podcast content with brand values to optimizing distribution channels, businesses can effectively leverage podcasts to enhance their overall marketing efforts.
Dipping Your Toe: Exploring Limited Release Podcasts for the “POD-CURIOUS”
“Pod curious”, a term coined by Megan, refers to individuals or companies who are intrigued by the idea of starting a podcast but are not yet fully committed to the endeavor. Megan suggests that for those who are pod-curious, starting with a limited-release podcast season can be beneficial. This approach involves producing a set number of episodes focused on key topics relevant to the audience’s interests. By creating a finite podcast series, companies can assess their team’s interest and audience reception without making a long-term commitment. This method allows for experimentation and evaluation of the podcast’s effectiveness while minimizing the risk of appearing inconsistent or uncommitted. If the project is well-received and proves its value, companies can then decide whether to continue with future podcasting endeavors. Overall, a limited-release podcast season serves as a low-pressure way for pod-curious individuals or companies to explore the potential of podcasting without the need for a long-term commitment
Authenticity in Podcasting
Megan points to the importance of authenticity and storytelling in podcasting, emphasizing the need for brands to connect with their audience on a human level. By sharing genuine stories and experiences, brands can foster deeper connections and build trust with their listeners.
✨”Authenticity: important, important!“💫
Measuring Engagement Beyond Downloads – Emphasis on Measurable Outcomes:
Megan stresses the need to align podcast metrics with overarching goals, emphasizing qualitative indicators like email responses for audience engagement. Rather than fixating on downloads, she advocates for business outcome metrics outlined in One Stone Creative’s Business Podcast Blueprints, including lead generation and brand visibility. This comprehensive approach allows businesses to better evaluate their podcasting efforts in achieving strategic objectives and delivering tangible ROI beyond download numbers.
Unveiling the Story Behind One Stone Creative:
Megan shares the backstory of “One Stone Creative,” inspired by the saying “killing two birds with one stone,” reflecting the company’s content’s multifunctional nature. This analogy embodies efficiency in branding efforts, aiming to fulfill various business objectives.
Megan highlights One Stone Creative’s focus on businesses using podcasts for branding purposes, distinguishing itself by prioritizing clients’ unique needs.
Practical Advice for Business Podcasting:
Megan shares three essential pieces of advice for businesses venturing into podcasting:
- Start with Clear Goals: Megan emphasizes the importance of defining clear objectives for your podcast from the outset. She suggests asking yourself what success looks like for your podcast and aligning your goals accordingly. Without a clear understanding of your objectives, it becomes challenging to measure the effectiveness of your podcasting efforts.
- Research and Benchmarking: Megan recommends thoroughly researching your competitors and industry peers who are already podcasting. By benchmarking against existing podcasts in your niche, you can gain insights into audio quality standards, content frequency, topics, and guest selection. This research enables you to set realistic expectations and identify opportunities for differentiation.
- Choose the Right Talent: Megan advises against forcing someone into the role of podcast host out of obligation. Instead, she suggests selecting a host who genuinely enjoys podcasting and embodies the values and culture of your company. Authenticity is paramount in podcasting, and listeners can discern whether a host is genuinely passionate about the content. Whether it’s someone within your company or a professional host, ensuring alignment with your brand values is key to fostering genuine connections with your audience.
✨”Confidence: Training“💫
A Word about Branding & Brands…
Shifting Perspectives: Inside the Mind of the Reluctant Brander
According to Megan, a reluctant brander is someone who harbors reservations or hesitations about the concept of branding, often stemming from negative experiences or perceptions within their industry.
Megan, herself identified as a reluctant brander, initially approached branding with caution due to past encounters in the internet marketing sphere. However, she came to recognize the vital role branding plays in solidifying authenticity and communication. Over time, Megan understood that branding serves as a means to convey the truth and values of a business, providing a clear framework for consistent communication. Despite initial reluctance, Megan acknowledges the importance of clarifying and effectively communicating a brand’s identity for cohesive messaging and team alignment.
🔗 Tune into this episode on all major podcast platforms! Apple Podcasts, Spotify, Amazon Music, Google Podcasts, etc…
Megan Dougherty is a digital marketing strategist with a background in online business development and course creation. She has had the opportunity over the years to work with hundreds of business owners in a huge variety of industries. She co-founded One Stone Creative in 2017 with Audra Casino, bringing together content marketing strategy and broadcast audio experience to create high-value podcasts for business owners, marketing managers, public speakers, and non-fiction authors. In 2021 One Stone Creative developed the Business Podcast Blueprints, to help companies and executives dial into the specific ways they can leverage a podcast for their content marketing and business development goals. Megan is also the creator of the Podcasting for Business Conference.
📹 Watch us Live
Get in touch with Megan Dougherty:
Websites:
LinkedIn:
- Page: https://www.linkedin.com/company/onestonecreative/
- Profile: https://www.linkedin.com/in/doughertymegan/
- Instagram: https://www.instagram.com/oscpodcasting/
Time Markers:
2:31 Megan’s Journey and Evolution
03:34 Strategic Use of Podcasting
06:53 Integrating Podcasting into Business Strategy
14:59 Authenticity in Podcasting
23:03 Measuring Success and Engagement
24:52 The Story Behind One Stone Creative
35:48 Practical Advice for Business Podcasting
