3 ways to measure your internal podcast’s impact

Set measurable, meaningful objectives, and present substantive results to win executive buy-in.

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Podcasts are all the rage—but how do you gauge success?

Start with these three tips:

1. Set measurable, meaningful objectives.

What, exactly, do you want to achieve with your podcast? What would success (or failure) look like?

Once you’ve established specific goals, you can choose appropriate metrics and milestones to measure. Just make sure your objectives tie to a substantial business goal that your bosses care about.

For instance, execs might not care about “downloads,” but they certainly should care about employee retention, morale or engagement. Build your podcast program around those meaningful pillars, and consistently survey employees to track which types of content strike a chord.

2. Take the ‘high road’ on objectives.

Achieving “input” objectives—such as aiming for producing 10 podcasts a year—won’t impress execs. Achieving specific “impact” objectives (“We hope to reduce absenteeism by 2% in the next year”) will.

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