If you’ve ever sat staring at your mic thinking “What on earth should I talk about this week?”, trust me, you’re not alone.
One of the most valuable takeaways from a recent conversation I had with sales strategist Laura Canham was this: Plan your podcast episodes around what you’re actually selling.
Sounds obvious, right? But so many business owners skip this part. Instead, they wing it, recording whatever’s inspiring them that week, or something that came up in a DM. And while that might feel fun and spontaneous, it’s not always moving the needle when it comes to their business goals.
The smarter way to podcast
What Laura does (and what I always recommend to my clients) is start by looking ahead. What’s happening in your business over the next 1 to 3 months?
Maybe you’ve got a new offer launching, a webinar coming up, or a lead magnet you want more eyes on. That’s your starting point. From there, you can create podcast episodes that intentionally support that goal, whether it’s building awareness, educating your audience, or helping them take the next step.
It’s not about being pushy. It’s about being clear and strategic. If someone’s enjoying your podcast and getting value from it, chances are they’ll want to know how else you can help them. So don’t keep it a secret.
How to get started
Here are a few quick steps to help you plan your next few episodes with more purpose:
- Check your calendar: What offers, launches, or events do you have coming up over the next few months?
- Map out 3–5 episode topics: Think about what your audience needs to know, believe, or understand before they’ll be ready to take action.
- Create a mini-series: You could structure the episodes as a short series that warms people up to your main offer or lead magnet.
- Add a clear call to action: Whether it’s “DM me for more info” or “Grab the free guide in the show notes,” let people know what to do next.
- Repurpose your episodes: Use your podcast content as inspiration for emails, Instagram captions, or carousel posts. Podcasting done right is your content strategy.
Want to hear more on this?
In this week’s episode of Podcasting for Business Owners, I’m joined by Laura Canham to chat all about using your podcast to support your sales strategy, without feeling salesy.
We talk about aligning episodes with your offers, sponsoring your own show, and how to casually mention your services in a way that feels natural and helpful. It’s a great listen if you’re ready to make your podcast work harder for your business.
Click here to listen to the full episode
If this gave you a little lightbulb moment, I’d love to hear about it! Send me a message and let me know how you’re planning to get more strategic with your podcast, I always love hearing what you’re working on.