Special Edition of Podcast Insider ft. Paul Colligan

In this special edition of Podcast Insider, Todd welcomes longtime friend and podcast industry veteran Paul Colligan. Together, they dive deep into how businesses—small or large, local or global—can leverage podcasting as a powerhouse marketing and sales tool. From identifying the exact goal of your show, to repurposing content for social media, to measuring real ROI (not just downloads), Paul and Todd share proven strategies and case studies that will help any business make podcasting an integral part of its growth plan.

Today’s Hosts: Todd Cochrane ft. Paul Colligan

What Are You Trying To Do With the Show?

There’s no “wrong” goal—maybe you want to build brand authority, bring in local clients, or expand globally. Just be crystal clear on your specific objective.

Paul’s Four-Question Framework

1. What do you want the show to do?
2. How will you know it’s doing it?
3. Is it doing it?
4. How do we make it better?

This simple system keeps you laser-focused on results rather than just cranking out episodes.

Niche vs. Broad Podcasting

Example: If you only sell Nevada real estate, call it the “Nevada Real Estate Show.” Hyper-local can mean high-quality leads and conversions.

Monetizing Without Major Downloads

Case study: A financial advisor’s show with fewer than 1,000 downloads per episode generated higher-quality leads—converting 1 out of every 3 calls.

Interview vs. Solo Formats

Learn how JJ Virgin shifted from interview-centric episodes to a solo Q&A style—resulting in better listener retention and less production hassle.

Production & Branding

• Match your show’s production level to the story you’re trying to tell.
• “Caveman branding”: Your podcast title and artwork should immediately signal what the show is about.

Repurposing Content

Turn one Q&A livestream into multiple short podcast episodes, YouTube clips, Instagram Reels, and more—maximizing content reach while minimizing extra work.

Choosing the Right Consultant & Tools

• Avoid the pitfall of “podcast consultants” who overpromise.
• Seek hosting and measurement solutions (like Blubrry) that have a proven track record and can align with your specific goals.

Takeaways

Set Clear Goals Before You Launch

Whether it’s lead generation, brand awareness, or direct revenue, define succ