May 18, 2021

How to Create a Business Podcast with Ryan Sullivan

24 minutes

Many of us have one or several podcasts that we listen to every week (we hope this includes Connection Loop)! Yet while it is easy to download and listen to our favorite podcasts, actually creating a podcast is a different story. While it is certainly possible, there are certain best practices to keep in mind. In this episode of Connection Loop, Dubb founder Ruben Dua sat down with Ryan Sullivan to speak about how anyone can create a business podcast. Some of the topics and insights discussed in this episode include the following:

The hardest part of creating a podcast, at least according to Ryan, is consistency. It can be difficult to stick to your show schedule and release an episode on time. This can be due to all kinds of reasons, including lack of ideas, a guest canceling at the last minute, or life simply getting in the way. While there are some things that you can’t control, try your best to be consistent. Getting on a consistent episode schedule sets your audience’s expectations and can help you build strong audience loyalty.

If you are starting a business podcast, it’s important to recognize that you can’t hide. In other words, you can’t be somebody else because people will immediately know. In the end, you need to embrace authenticity. The good news is that your audience wants you to be authentic. This means that there is less pressure to adopt some other persona that you think your audience expects. Embrace this fact as you are creating new episodes.

Ryan treats every podcast like a business. It doesn’t matter whether the podcast has revenue or not. He starts with the “why” and reverse engineers from the goal and the why. The “why” comes down to why you are actually making this podcast. Whether it’s for impact, awareness, education, or something else, settling on your “why” can help you create a business podcast that better accomplishes your objectives.

Recognize that there are likely different types of fans for your podcast. Some fans may love a one-hour version of your show because they have a one-hour commute to work every day. On the other hand, there may be viewers that only consume one to five-minute clips of your episodes. You have to take these different fans into account and make sure your content is ready for those types of fans.

Every clip that you post is a test. You can get a tremendous amount of data and insights by posting clips of your episode to social media. With that data in hand, you can then alter your future episodes and clips. While you don’t want to be an absolute slave to the data, you can use that data to create more engaging content.

This is an outstanding episode if you are thinking of starting a business podcast or have already started a business podcast. By following the insights and lessons discussed in this episode, you can create an excellent business podcast for any type of audience. Enjoy the conversation!

Ryan Sullivan is the founder of Podcast Principles, which makes podcasting easy for coaches, consultants, nonprofits. Working with Podcast Principles, his clients can focus on their conversations and shows while Ryan and his team focus on everything else. He has also been podcasting for a little over three years with the BopCast podcast. The BopCast podcast is a home-grown podcast based on his experiences, connections, and community around his music and content.

Want to learn more from Ryan about how to create a business podcast?

The story continues at dubb.com.

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