The best way to build a podcast that supports your business is to define your goals clearly. 

Are any two podcasts alike? Sure, there are lots of imitators out there, but we all know our favorites. They stand out from the crowd, and the imitations pale in comparison. But what is it about the shows we love that makes them so successful? 

More importantly, what can you learn from these podcasts’ success if you want to flourish in an increasingly competitive market? 

Here’s one answer: they all have clearly defined goals, and that’s something your show should have too. Your podcast should support your business, but this doesn’t happen by accident. If you want to produce a great program, you have to be clear about what it is that you’re trying to achieve. Put differently, you need to have an ultimate goal in mind.

Are you looking to generate direct income from online sales, for example? Or are you playing the long game and looking for leads toward future sales? Perhaps you simply want to promote your brand without any direct, measurable financial benefit. Whatever your objective, clarifying your goals is the first step in designing your podcast.

Next up, you’ll want to merge your goals with the content itself. Remember, most people aren’t going to be interested in subscribing to a giant commercial – they want content. Just like commercials around a radio show, the draw is something of value. It can be a personality, a steady flow of interesting information, or even entertaining fiction.

Great content gains listeners’ trust. Only then can you expect them to contribute to your ultimate goal – the reason you created your podcast in the first place.

Content and goals go hand in hand. A podcast with great content and no clear goal isn’t going to achieve anything. A podcast with a goal but no value, on the other hand, won’t help you build a loyal audience. If you need any help when it comes to designing your content and goals, just think of your favorite podcasts. What are their goals? How did they earn your trust and support? This might just give you the inspiration you need.